Spice Up

What Spice Up does

Spice Up is an independent French event and digital communication agency registered as a SARL in Paris in 2007, operating from offices in Paris, Cannes, and Dubai. The agency delivers full-service event management — from strategic advice through creative design, production, and post-event evaluation — across corporate events, conventions, seminars, product launches, press and influencer relations, hybrid events, incentive programs, and cultural tours. It is structured around two core service lines (EVENT and TRAVEL) with three TRAVEL sub-modules: incentive travel (INCENTIVE), cultural/art tours (ARTS UP, a dedicated sub-brand), and a Destination Management Company (DMC) providing venue finding and destination logistics in France, Europe, and the Middle East. There is no proprietary technology platform; the underlying capability is human-driven creative and logistical execution supported by senior named account personnel.

The commercial model is project-based professional services with no publicly disclosed pricing. Clients submit briefs via the website or phone, and each engagement is custom-scoped on duration, headcount, destination, and required services. The go-to-market is consultative enterprise field sales driven by a portfolio of named blue-chip case studies rather than paid digital acquisition. Notable enterprise clients include L'Oréal Professionnel (a 100th-anniversary symposium at the Grand Palais for 4,500 guests), Dior (Marrakech convention for 500), McDonald's (Pont d'Avignon convention for 400), Colgate-Palmolive, Latham & Watkins (10 consecutive years), Guerlain, Reebok, Bouchara-Recordati, and La Roche-Posay, spanning verticals such as legal, F&B, consumer goods, beauty/cosmetics, luxury/fashion, real estate, insurance, pharma, sports/fitness, and pet care. Geographic reach is claimed across 50+ countries on five continents, delivered through the three offices and a network of local partners.

The firm is privately held under founder/principal Patrick Rocher (identified as website editor) with no external funding, parent company, or ownership transactions disclosed. The legal entity holds €40,000 in capital and is structured as a SARL with six-figure SIREN/SIRET registrations in France. Reported headcount is 1–10 employees, indicating a boutique organization in which event production is likely subcontracted to a freelancer/vendor network rather than performed in-house. Operating status remains active as of 2025, with website content, hiring forms, and bilingual (French/English) marketing collateral maintained.

Name

Spice Up

Legal name

Spice Up SARL

Website

https://spiceup.fr

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

Spice Up is an independent French event and digital communication agency with offices in Paris, Cannes, and Dubai, delivering full-service corporate event management, incentive travel, cultural tours (Arts Up), and destination management (DMC) to enterprise clients across 50+ countries.

Ownership category

akta.pro rank

Product category

Corporate Event Management Services

NAICS

Convention and Trade Show Organizers (56192), Tour Operators (56152)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Experiential Logistics & Tour Management (Roadshows) (MPAAAGAK)

Keywords

• Event management services
• Corporate event production
• Incentive travel programs
• Destination management services
• Cultural tour organization

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Event Management Services: Full-service event agency providing comprehensive event management from strategy and creative design through production and evaluation. Revenue generated through professional service fees for organizing corporate events, conventions, seminars, incentive trips, cultural tours, and hybrid events for enterprise clients in France and internationally.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Spice Up is a French event management and corporate travel agency that designs, produces, and coordinates events such as conventions, product launches, brand activations, seminars, and hybrid events, alongside travel services including incentive trips, cultural/heritage tours, and destination management. Offerings are delivered to enterprise clients across 50+ countries through offices in Paris, Cannes, and Dubai.

Product overview

Spice Up is an independent 360° event and digital communication agency with two core service lines: EVENT and TRAVEL. The EVENT service encompasses full event management (brand events, conventions, seminars, launches, evenings, press/influencer relations, hybrid events, incentives, exclusive and cultural tours). The TRAVEL service includes three specialized modules: INCENTIVE for exclusive group travel experiences, ARTS UP for cultural/artistic tours with exclusive museum access, and DMC for venue finding and destination management. Both services are supported by digital communication consulting. The agency operates from offices in Paris, Cannes, and Dubai, serving clients internationally.

Differentiator

Problem solved

Functional benefit

Brands

• Arts Up: Cultural department of the agency specializing in tailor-made cultural travel experiences and art-focused trips.
• Arts Up

Products and services

• EVENT management service Full-service corporate event management covering conventions, product launches, brand events, seminars, and hybrid events; delivered to enterprise clients requiring end-to-end design, production, and coordination.
• TRAVEL service Corporate travel service pillar of Spice Up, covering incentive trips, cultural tours, museum and heritage visits, and destination management programs for enterprise clients.
• INCENTIVE travel programs Design and operation of corporate incentive travel programs used by enterprise clients to reward teams and partners with curated travel experiences.
• ARTS UP cultural and heritage tours Cultural and heritage tourism offerings under the TRAVEL pillar, including museum visits, cultural escapes, and exclusive institutional experiences.
• DMC (Destination Management Company) services Destination management services (DMC) provided as part of the TRAVEL pillar for enterprise clients requiring on-the-ground logistics, venue coordination, and local program execution.

Named customers16 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• GL Events: Major French-listed events company providing venue management, event organization, and exhibition services. Overlaps Spice Up in convention and exhibition production but with additional owned-venue infrastructure, making it a broader incumbent in the same French corporate market.
• Voyageurs du Monde: French listed travel company specializing in bespoke, cultural, and experiential travel including cultural tours and incentive trips. Comparable to Spice Up's Arts Up cultural-tour division and DMC services but with much larger tourism business scale.
• Publicis Live (Publicis Groupe): Publicis Groupe's specialized live events and experiential marketing network. Serves global enterprise clients in the same convention, launch, and incentive categories as Spice Up, with similar Paris presence and access to luxury and FMCG brand budgets.
• Havas Events (Havas Group): Global experiential and event marketing arm of Havas, one of the world's largest advertising holding companies. Directly competes with Spice Up for enterprise event mandates across conventions, product launches, and incentive programs, but operates at vastly greater scale through network agencies.

Direct peers

• Hopscotch Group: Paris-headquartered independent event and experiential agency serving luxury, beauty, and lifestyle brands. Closely comparable to Spice Up in geography, client verticals (L'Oréal, Dior-style houses), and full-service event delivery model.
• COME&MEET: Paris-based independent event and communication agency serving corporate clients with conventions, launches, and incentive events. Closely comparable in size, independent ownership structure, and French-market focus to Spice Up.
• MCI Group: Geneva-headquartered global event and association management agency offering full-service event strategy, creative, and production across conventions, incentives, and corporate meetings. Closest direct peer to Spice Up in terms of service mix, scale (~40 offices globally), and corporate client focus.
• Kompass (event agency): Independent French event and communication agency offering event strategy, creation, and production for corporate clients across luxury, beauty, and financial services. Direct head-to-head competitor to Spice Up in the mid-sized Paris event agency segment.
• MPG (a Havas company): French event, meeting, and incentive agency within Havas network. Competes in the same Paris-based corporate event and incentive travel market as Spice Up, with similar service portfolio covering conventions, seminars, and incentive trips.
• La Française des Voyages: French incentive, corporate, and cultural travel agency with DMC and group tour capabilities. Direct competitor to Spice Up's TRAVEL division (incentive trips, cultural tours, destination management in France, Europe, Middle East).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/spiceupevent/?hl=fr
• Xx.com/Agence_Spice_Up
• Facebookfacebook.com/spiceupagency
• LinkedInlinkedin.com/company/spice-up-event

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Spice Up