Astor Group

What Astor Group does

Astor Group is a privately held, boutique trade show and event services firm operating from Portland, Oregon, with a portfolio that spans U.S. national accounts and select international engagements (e.g., a 20-city touring program for Doha-based Sidra Medical & Research Center). The company sells three core services: Event Program Management (multi-event logistics, vendor coordination, on-site supervision, financial accounting, ROI evaluation), Custom Exhibit Design (inline, island, and tabletop builds with 3D rendering, branded signage, lighting, flooring, and integrated AV), and Event Marketing (promotional procurement, booth promotion, sales enablement). Its client base is concentrated in healthcare enterprise (HCA Healthcare, HealthTrust, Parallon, Conifer Health Solutions, Sidra Medical, Payer Compass) with additional logos in cloud communications (Nextiva), GPO/aggregator (OMNIA Partners), and construction services (LJM Group). The firm has won two EXHIBITORLIVE People's Choice Awards (2018 with HealthTrust/Parallon, 2023 with OMNIA Partners) and positions itself against 50x50+ island-focused agencies under a 'Casino Rule' philosophy, marketing boutique-scale service for the 10x10 to 20x20 booth class.

The technology stack is operations-oriented rather than software-led. It includes an online client portal for inventory, service ordering, art upload (via WeTransfer integration), and program tracking; a Materials Handling Calculator that estimates drayage based on shipment weight, crated/uncrated status, advance warehouse versus direct-to-site delivery, and straight time versus overtime rates with a 3% petroleum surcharge; and an Image Resolution Calculator for artwork QA. The PlaceLyft modular panel system, launched in July 2020 in response to COVID-19 workplace return needs, is a tangible product extension into office/retail safety dividers offered in three pricing tiers with branded and reconfigured options for both offices and trade show environments. Codified process IP includes a documented 3-step delivery methodology (Discovery → Strategy + Ideation → Implementation) and a downloadable program management toolkit PDF timeline.

The business model is professional services and project-based. Custom exhibit design/build work generates one-time project revenue, event program management produces recurring professional services revenue across multi-year, multi-event programs, and PlaceLyft adds one-time/perpetual hardware sales. Pricing is not publicly disclosed; all engagements route through free consultation. Go-to-market is sales-led and consultative, with direct phone (800-342-9579) and email intake, an SEO- and content-led marketing program (Pro Tips blog, A–W Definitions glossary, LinkedIn, client reviews), an e-commerce component storefront at shopforexhibits.com, and presence at the EXHIBITORLIVE industry event. The firm is privately held with no disclosed funding, acquisitions, or public investor involvement; named team members include principal Lowell Nickens and blog authors Ali and annie.

Name

Astor Group

Legal name

Astor Group

Website

https://astor-group.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

Astor Group is a privately held Portland, Oregon–based boutique trade show and event services firm that designs custom exhibits, manages multi-event programs, and delivers event marketing for mid-market and enterprise exhibitors (notably healthcare). It also sells the PlaceLyft modular office divider panel system and supports clients via an online portal and cost calculators.

Ownership category

akta.pro rank

Product category

Trade Show & Event Services

NAICS

Office Furniture (including Fixtures) Manufacturing (3372), Other Building Material Dealers (44418)

SIC

Miscellaneous Furniture & Fixtures (2590)

akta.pro primary industry

Trade Shows & Exhibitions (Booths, Show Management) (BPAFAGAD)

akta.pro secondary industries

Exhibitions, Trade Shows & Booth Management (HSACADAH), Lighting, LED Walls & Digital Signage for Booths (THAHAHAI), Booth Maintenance, Refurbishment & Reuse Programs (THAHAHAM), Trade Show, Exhibit & Event Logistics Moving (HSAKAKAK)

Keywords

• Trade show exhibits
• Event program management
• Custom exhibit design
• Trade show logistics
• Modular office panels

Headquarters

HQ city

Portland

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Custom Exhibit Design & Build: One-time project revenue from designing and fabricating custom trade show exhibits (e.g., 10x10, 10x20, 20x20 islands/inline displays) for clients such as HealthTrust, Parallon, Conifer, Sidra Medical, and OMNIA Partners.
2. Event Program Management Services: Recurring/project-based professional services covering event logistics, vendor coordination, ordering, shipping, on-site supervision, storage, and lead capture across multi-event programs.
3. Modular Office / PlaceLyft Product Sales: Hardware/product sales of modular office dividers, room partitions, hand sanitizing stations, and PlaceLyft panel systems, including a separate e-commerce storefront at shopforexhibits.com.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Astor Group designs, fabricates, and ships custom trade show exhibits (10x10, 10x20, and 20x20 inline and island configurations) for enterprise and mid-market clients, and provides end-to-end event program management covering planning, logistics coordination, ordering, on-site supervision, lead capture, and post-show ROI evaluation. The firm also sells the PlaceLyft modular office divider panel system and exhibit components through its shopforexhibits.com storefront, supporting both trade show and workplace safety use cases.

Product overview

Astor Group is a single-firm trade show and event services provider rather than a software platform; its offering is organized into a core services portfolio (Event Program Management, Custom Exhibit Design, and Event Marketing) supported by a set of client-facing tools — an Online Client Portal for inventory and service ordering, a Materials Handling Calculator for drayage estimation, and an Image Resolution Calculator for artwork QA. Adjacent to its trade show practice, Astor Group sells the PlaceLyft modular office divider panel system for workplace and event use, maintains a Trade Show Terminology Glossary as a public resource, and links out to a Shop for Exhibits storefront (shopforexhibits.com) for exhibit components and inspiration.

Differentiator

Problem solved

Functional benefit

Products and services

• Event Program Management End-to-end management of a client's trade show and event program, encompassing planning, logistics coordination, ordering of essential services, on-site supervision, financial accounting, and ROI evaluation across single or multi-event schedules.
• Custom Exhibit Design Custom trade show exhibit design and fabrication spanning inline, island, and tabletop configurations, including 3D rendering, award-winning custom builds, branded signage, custom counters, lighting, flooring, and integrated technology such as video walls and digital monitors.
• Event Marketing Marketing support for trade show and event programs including promotional item procurement, booth promotion, signage, and sales enablement tied to exhibit presence.
• PlaceLyft Modular Office Divider Panels Multifunctional, modular panel system launched for workplace safety and physical distancing; available in three pricing tiers with transparent, translucent, or laminate-finished panels that can be branded and reconfigured for offices or trade show environments.

Quantifiable outcome

• EXHIBITORLIVE 2018 People's Choice Award for HealthTrust/Parallon booth
• +3 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered minor and flagship.

• SteelcaseminorOEM/ Whitelabel/ Licensing PartnerReferenced in Astor Group's workplace safety blog as a manufacturer of full-scale architectural and furniture office-division solutions. Astor Group positions Steelcase as a higher-investment benchmark alongside its own PlaceLyft offering, but no formal commercial partnership is described.
• Herman MillerminorOEM/ Whitelabel/ Licensing PartnerCited in Astor Group's workplace safety content as a provider of architectural workspace products and full-height privacy walls. Used as a high-end reference point alongside Steelcase for office divider solutions.
• Optima Graphics (Reed Sherwood)flagshipStrategic or Co-development PartnerHistorical industry relationship highlighted in Astor Group's "Invisible Trade Show Audience" post as a strategic connector that referred over 100 new clients to the firm via shared trade show audiences and complementary product lines. Not an active commercial partnership today but a foundational relationship.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Czarnowski: Long-standing exhibits and events agency offering custom exhibit design, fabrication, and program management for enterprise brands. Comparable in service breadth, healthcare/enterprise client base, and award-winning track record.
• The Trade Group: Trade show exhibits and event marketing provider offering custom design, fabrication, and program management. Directly comparable to Astor Group in service mix, mid-market client focus, and consultative sales motion.
• Hill & Partners: Custom trade show exhibit design and event marketing firm with a portfolio approach similar to Astor Group. Comparable in mid-sized booth focus, multi-year client relationships, and integrated design-plus-program offering.
• 3D Exhibits: Custom trade show exhibit design and fabrication firm serving enterprise clients. Highly comparable to Astor Group in core service offering (custom exhibits + program management) and similar boutique-to-mid-scale client base.

Broad incumbents

• GES (Global Experience Specialists): One of the largest global exhibit and event services companies, offering design, fabrication, logistics, and program management at scale. Comparable in service categories but operates at a significantly larger footprint and engagement size than Astor Group.
• Freeman: Global leader in brand experiences with comprehensive trade show, event, and exhibit services. Overlaps Astor Group in core trade show design and on-site execution but serves a much broader portfolio including 50x50+ mega-booths.
• George P. Johnson Experience Marketing: Large experience marketing agency with deep trade show and event program capabilities. Comparable in program management methodology but operates at a larger agency scale with broader digital and hybrid event offerings.
• MC2: Exhibit and event marketing company serving enterprise clients across multiple verticals. Overlaps Astor Group in custom exhibit design and program management but typically operates at larger booth scales and deal sizes.
• Sparks: Experience marketing agency offering exhibit design, fabrication, and event programs as part of a broader brand experience portfolio. Comparable in service mix but with a wider geographic footprint and enterprise scale.

Others

• Steelcase: Global office furniture and workspace solutions major, explicitly referenced by Astor Group as a benchmark competitor for its PlaceLyft modular office divider line. Comparable as the incumbent Astor is positioning against in the workplace safety/partitioning adjacency.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/trade_show_help

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Astor Group