Underwood Events
Underwood Events is a privately-held, founder-owned corporate event planning and destination management firm founded in 2010 and based in Wauwatosa, Wisconsin, serving enterprise clients across the United States with end-to-end corporate events and Milwaukee/Madison destination programs delivered by a 140+ professional network.
- Company typePrivate
- Founded2010
- HeadquartersWauwatosa, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Underwood Events does
Underwood Events LLC is a privately-held, founder-owned corporate event planning and destination management company headquartered in Wauwatosa, Wisconsin. Founded in 2010 by Mike Underwood, the firm serves enterprise clients across more than ten industries including manufacturing, insurance, healthcare, financial services, technology, and tourism. Its service portfolio comprises three interconnected offerings: Corporate Event Planning (employee appreciation events, galas, fundraisers, sales and leadership meetings, brand launches, holiday parties, and teambuilding), Destination Management Services (local expertise, concierge coordination, vendor and venue access in Milwaukee and Madison), and a wraparound Event Planning Services suite covering assessment/strategy, execution, planning/management, and post-event measurement. There is no proprietary technology platform; delivery rests on a 140+-person roster of hand-selected event professionals, deep local vendor relationships, and a "brand DNA" methodology that customizes each engagement to the client's brand identity.
Underwood Events firmographics
Firmographics- Name
- Underwood Events
- Legal name
- Underwood Events LLC
- Website
- https://underwoodevents.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Underwood Events is a privately-held, founder-owned corporate event planning and destination management firm founded in 2010 and based in Wauwatosa, Wisconsin, serving enterprise clients across the United States with end-to-end corporate events and Milwaukee/Madison destination programs delivered by a 140+ professional network.
- Ownership category
- akta.pro rank
Underwood Events industry classification
Industry- Product category
- Event Management Services
- NAICS
- Promoters of Performing Arts, Sports, and Similar Events without Facilities (71132), Promoters of Performing Arts, Sports, and Similar Events (7113), Other Amusement and Recreation Industries (7139)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Incentive Travel Programs & Retreat Events (Offsites) (MPAGAHAH)
- akta.pro secondary industries
- Employee Recognition, Awards & Incentive (Internal) Events (THAHAIAM), Events-Integrated Corporate Travel (TMCs with Meetings/Groups) (THACAAAH)
Keywords
Where Underwood Events is headquartered
LocationHeadquarters
- HQ city
- Wauwatosa
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Underwood Events business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Corporate Event Planning Services: Professional services revenue generated through planning and executing corporate events. Fees are determined per-project based on event scope, complexity, duration, staffing needs, venue requirements, and vendor management. Services include strategy, execution, planning and management, and measurement.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom project-based pricing |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels5 records
Underwood Events product offering
Product offeringCore offering
Underwood Events is a corporate event planning and destination management company that designs, coordinates, and staffs corporate events, meetings, hospitality programs, and tailgate/brand-activation experiences. Its offerings span event concept and production, logistics and vendor management, destination management services, and on-site event staffing for corporate and association clients.
Product overview
Underwood Events operates as a unified service offering in the corporate event planning and destination management space, not a software platform. The portfolio consists of three interconnected core service areas: (1) Corporate Event Planning, which handles the full lifecycle of corporate events across 10+ event types from employee appreciation to brand launches; (2) Destination Management Services, providing local expertise, venue access, and concierge-level coordination in Milwaukee and Madison; and (3) a comprehensive Event Planning Services suite covering assessment, execution, planning/management, and measurement. These services are delivered through an expert team of over 140 event professionals and supported by an established vendor network. The company was founded in 2010 and has over 20 years of combined experience in the Milwaukee and Madison markets.
Differentiator
Problem solved
Functional benefit
Products and services
- Corporate Event Planning Full-service planning and production of corporate events, including concept development, logistics, vendor coordination, and on-site execution for business and association clients.
- Destination Management Destination management services for corporate and association programs, covering local logistics, venue and vendor sourcing, attendee experiences, and on-the-ground coordination in destination markets.
- Event Staffing
- Tailgate Party Services
Companies that use Underwood Events
Customer profileNamed customers22 records
Segments2 records
Ideal customer profiles1 record
Underwood Events technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Underwood Events partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights4 records
Underwood Events competitors and assessment
Company assessmentDirect peers
- HelmsBriscoe: Global meetings sourcing and event management firm serving enterprise corporate clients, with comparable B2B sales motion and corporate event planning focus similar to Underwood Events.
- ConferenceDirect: Corporate meeting and event planning company providing site selection, sourcing, and event management services to enterprise clients; directly overlaps with Underwood Events' enterprise corporate event planning offering.
- Bishop-McCann: Midwest-headquartered corporate event planning and incentive travel firm with similar enterprise B2B focus; comparable in scale, geographic roots, and corporate event services mix to Underwood Events.
- The Special Event Company: Corporate event planning and production company focused on meetings, incentives, conferences, and corporate celebrations; comparable in scale and service mix to Underwood Events' corporate event planning business.
- AlliedPRA: DMC and corporate event planning company serving enterprise clients across multiple U.S. destinations. Directly comparable to Underwood Events' destination management and corporate event services for large enterprise accounts.
- Todd Events: Corporate event planning and production firm serving enterprise clients with full-service event management; comparable boutique-to-mid-market positioning to Underwood Events.
- PRA Business Events (now CWT Meetings & Events): One of the largest global destination management and corporate event planning firms, directly comparable to Underwood Events' DMC and corporate event planning model, though operating at much greater scale across multiple geographies.
Broad incumbents
- GES (Global Experience Specialists): Large-scale event experience provider offering event planning, exhibits, and corporate event services; broader portfolio than Underwood Events but overlaps on enterprise corporate event execution.
- Sparks (George P. Johnson Experience Marketing): Global experiential marketing agency providing corporate events, brand experiences, and event production; broader scope and larger scale but serves many of the same enterprise brand-launch and corporate event use cases as Underwood Events.
Emerging players
- Event 360: Corporate event and fundraising event management firm with comparable B2B event execution model and enterprise client orientation, though slightly smaller and more fundraising-adjacent.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Underwood Events social profiles
Digital presenceUnderwood Events financial estimates
Financial estimateRevenue estimate
Valuation estimate
Underwood Events leadership team
Management profileNumber of profiles
Profiles2 records
Underwood Events funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Underwood Events M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Underwood Events
What does Underwood Events do?
Underwood Events is a corporate event planning and destination management company that designs, coordinates, and staffs corporate events, meetings, hospitality programs, and tailgate/brand-activation experiences. Its offerings span event concept and production, logistics and vendor management, destination management services, and on-site event staffing for corporate and association clients.
Is Underwood Events a public or private company?
Underwood Events is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Underwood Events founded?
Underwood Events was founded in 2010. It employs 1 to 10 people.
Where is Underwood Events based?
Underwood Events is headquartered in Wauwatosa, United States, in the North America region.
How does Underwood Events make money?
One revenue line is on record: corporate Event Planning Services.
Who are Underwood Events's main competitors?
Direct peers on record are HelmsBriscoe, ConferenceDirect, Bishop-McCann, The Special Event Company, AlliedPRA, Todd Events and PRA Business Events (now CWT Meetings & Events). Broad incumbents are GES (Global Experience Specialists) and Sparks (George P. Johnson Experience Marketing). Event 360 is listed as an emerging player.
Does Underwood Events have an API?
No public API is recorded for Underwood Events.
What industry is Underwood Events in?
Underwood Events's product category is Event Management Services. Its primary akta.pro industry code is MPAGAHAH, Incentive Travel Programs & Retreat Events (Offsites), with a secondary code of THAHAIAM, Employee Recognition, Awards & Incentive (Internal) Events. Its NAICS code is 71132 and its SIC code is 7900.