Reed Events
Reed Events provides end-to-end graduation management to 27+ Australian universities via its GradPak software suite (GradPos, GradWallet, GradCapture), handling registration, regalia, ticketing, photography and on-day ceremony operations for higher education institutions.
- Company typePrivate
- Founded2015
- HeadquartersKeysborough, Australia
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Reed Events does
Reed Events (legal entity Reed Graduation Services Pty Ltd, ABN 94 604 878 293) is an Australian graduation-services provider founded in 2015 through the acquisition of Southam Studios and headquartered in Keysborough, Victoria. The company delivers end-to-end graduation management to Australian universities, TAFEs and professional bodies — covering student registration, regalia booking, guest ticketing, photography, videography, merchandise, memorabilia and on-day ceremony operations. Its proprietary software platform, GradPak, sits at the center of an integrated product suite: GradPos handles QR-code ticket scanning on event day, GradWallet is the student-facing mobile application, and GradCapture manages photography workflow and live-sync proofing. Reed Events also applies computer vision through face recognition in GradWallet and GradCapture to match student selfies with ceremony photographs.
Reed Events operates a relationship-manager-led enterprise sales model, assigning a dedicated account manager to each university partner through the full lifecycle from pre-planning to post-reconciliation. Pricing is quote-based, structured around multi-year contracts tailored to institution size and service scope, with consumer revenue also generated through regalia hire, photography print products, and merchandise paid by graduates and guests. Distribution is omnichannel: university-branded self-service portals (e.g., unimelb.reedgraduations.com.au), the GradWallet iOS/Android app, on-site event delivery teams, and a Keysborough photography studio. Marketing relies on the reedevents.com.au website, blog content, email newsletters, app-store presence and a demo-request funnel routed to a B2B sales team.
The company is privately held within the Thomas Hemingway Group of Companies, which has a combined workforce of more than 250 across Reed Events and sister businesses GradPak, EventBookings and Chamera. Reed Events serves 27+ Australian universities including Group of Eight institutions (Melbourne, UNSW, Monash, RMIT, UQ, ANU, Sydney, Adelaide, Western Australia) alongside regional universities and TAFEs, and reports cumulative metrics of 3,000+ ceremonies hosted, 1.4M+ students dressed, 430K+ guest tickets scanned, and 6M+ photos captured. The MD is Mark Thomas. No external funding rounds or revenue figures are disclosed.
Reed Events firmographics
Firmographics- Name
- Reed Events
- Legal name
- Reed Graduation Services Pty Ltd
- Website
- https://reedevents.com.au
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Reed Events provides end-to-end graduation management to 27+ Australian universities via its GradPak software suite (GradPos, GradWallet, GradCapture), handling registration, regalia, ticketing, photography and on-day ceremony operations for higher education institutions.
- Ownership category
- akta.pro rank
Reed Events industry classification
Industry- Product category
- Graduation Ceremony Services
- NAICS
- Educational Services (61)
- SIC
- Services-Educational Services (8200)
- akta.pro primary industry
- Graduation & Prom Event Services (HSACACAE)
- akta.pro secondary industry
- Graduation, Degree Audit & Commencement Services (EDALAAAJ)
Keywords
Where Reed Events is headquartered
LocationHeadquarters
- HQ city
- Keysborough
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
Reed Events business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Supply Chain, Infrastructure
Revenue model
- Graduation Ceremony Management Services: Comprehensive suite of services including student registration, digital on-day operations, regalia booking, guest ticketing, photography, videography, merchandise, memorabilia, and graduation slide generation. Revenue is generated through service fees to universities for ceremony management.
- Regalia Sales and Rental: Academic regalia (gowns, hoods, caps) available for hire or purchase. Graduates can book and reserve their academic attire with personalised sizing information.
- Photography and Print Products: Studio portraiture, on-stage photography, VIP photography services. Students can purchase digital images, portrait prints, and framed photographs.
- Merchandise and Memorabilia: Quality-crafted memorabilia items including bears, flowers, plaques, and commemorative items for graduates and their families.
- Guest Ticketing: Software platform for managing and distributing guest tickets for graduation ceremonies with customisable guest limits and ticket allocation.
- Videography Services: High-definition stage videos and ceremony recordings with seamless delivery in collaboration with university personnel.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Custom university packages - pricing varies by institution size and service scope |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels7 records
Reed Events product offering
Product offeringCore offering
Reed Events provides comprehensive graduation ceremony management services and proprietary software to Australian universities. Core deliverables include the GradPak software platform for event registration and ticketing, regalia (gowns, hoods, caps) supply and fitting, professional photography and videography, guest ticketing with QR code scanning, personalised graduation slide generation, and merchandise and memorabilia sales. The offering combines an integrated software suite with physical on-site event delivery across the full graduation lifecycle.
Product overview
Reed Events provides a comprehensive graduation management ecosystem consisting of the core GradPak software platform, complemented by specialized modules including GradPos (QR ticket scanning), GradWallet (student mobile app with face recognition), and GradCapture (photography management). The company also offers services for student registration, regalia booking, guest ticketing, professional photography/videography, merchandise, memorabilia, and a Digital On-Day Suite for event operations. The product architecture centers on GradPak as the primary platform handling event registration, ticketing, and personalised experiences, with supporting modules for specific touchpoints throughout the graduation journey.
Differentiator
Problem solved
Functional benefit
Brands
- GradPak: Complete graduation management software
- GradPos
- GradWallet
- GradCapture
Products and services
- GradPak Complete graduation management software handling event registration, guest ticketing, personalised graduation experiences, and ceremony management with customisable forms, QR code management, and real-time attendee tracking for Australian universities and higher education institutions.
- GradPos Revolutionary QR code ticket scanning solution with user-friendly network scanning devices, optimised search functionality for attendees, and real-time QR code management enabling smooth participation and 430,000+ guest tickets scanned to date.
- GradWallet Intuitive student mobile app providing seamless graduation event access with optimised booking and ticket management, graduation day agenda, advanced photo recognition technology for image matching, push notifications, and event FAQs. Distributed via Google Play Store and Apple App Store.
- GradCapture Premium photography software with intuitive desktop app for renaming, uploading, and printing images, instant proof viewing with live-sync functionality, SMS notifications for student photo access, and real-time production and sales analytics. Used to capture 6 million+ graduation photos to date.
- Regalia Booking and Supply Academic regalia service allowing graduates to reserve and book academic attire including gowns, hoods, and trencher caps. Graduates view illustrations of assigned regalia and provide personalised sizing information. Service has dressed 1.4 million+ students to date.
- Professional Photography Services Professional photography services for graduation ceremonies including studio portraiture for graduates and guests, VIP photography for officials and speakers, and on-stage photography using skilled photographers with state-of-the-art equipment. Photographs available as digital images, portrait prints, and framed photographs.
- Videography Services High-definition stage video production transforming graduations into cinematic experiences, delivered in seamless collaboration with university personnel as part of the comprehensive ceremony offering.
- Graduation Slides Generation Smart technology that creates personalised graduation slides for each student in real time using student-provided information, photo uploads, name pronunciation, and optional personal statements. Includes preview capability and instant slide generation during ceremonies.
- Digital On-Day Suite Comprehensive digital tool suite enhancing graduation events with real-time attendee insights, efficient check-ins, ceremony presentation order management, name pronunciation features, and speaker management to simplify operations for organisers and participants.
- Merchandise and Memorabilia Quality-crafted commemorative items celebrating graduation achievements, designed as lasting keepsakes for special occasions and milestones. Includes memorabilia options such as flowers, bears, and meaningful gifts for graduates and their loved ones.
Quantifiable outcome
- 3,000+ ceremonies hosted successfully
- +3 more outcomes
Companies that use Reed Events
Customer profileNamed customers30 records
Segments3 records
Ideal customer profiles2 records
Reed Events technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature8 records
Reed Events partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core.
- University of MelbournecoreLong-term university partner receiving comprehensive graduation management services including student registration, guest ticketing, photography, and on-day event operations.
- UNSW SydneycoreMajor university partner with dedicated graduation portal and full suite of Reed Events services for graduation ceremonies.
- Deakin UniversitycoreLong-standing partnership providing continuous improvement to graduation ceremony delivery. Deakin testimonial highlights superior service and knowledge.
- Monash UniversitycoreMajor Australian university partner with dedicated graduation portal and comprehensive graduation solutions.
- RMIT UniversitycoreUniversity partner with dedicated portal for graduation services including regalia booking and event management.
- University of QueenslandcoreMajor research university partner receiving comprehensive graduation ceremony services.
- ANUcoreAustralia's national university partner with dedicated graduation portal.
- Macquarie UniversitycoreUniversity partner with dedicated graduation portal and services.
- University of WollongongcoreUniversity partner with testimonial praising exceptional professionalism and customer service.
- University of New EnglandcoreImplemented in 2023 with testimonial highlighting accommodating and helpful implementation process.
- UniSC (University of The Sunshine Coast)coreAppointed following 2016 tender process. Testimonial describes extremely positive relationship from day one with superior service.
- La Trobe UniversitycoreLong-term university partner with testimonial praising level of service and professionalism.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
Reed Events competitors and assessment
Company assessmentDirect peers
- GradImages: US-based graduation photography specialist providing on-site ceremony photography, portraiture, and digital delivery to universities. Directly comparable to Reed Events' GradCapture and studio photography offerings across similar university customer segments.
- Oak Hall Cap & Gown: US academic regalia manufacturer and rental provider serving universities, colleges, and graduation ceremonies. Directly comparable to Reed Events' regalia hire/purchase offering for higher-education customers.
- The Grad Shop: Online retailer of graduation regalia, announcements, and accessories serving graduates across the US. Comparable to Reed Events' regalia retail and graduation merchandise revenue streams.
- Shoot My Grad: Canadian graduation and event photography company serving universities and high schools. Comparable to Reed Events' photography and on-day ceremony services in a regional market.
- StageClip: European graduation photo and video platform serving universities with personal slideshows, on-stage photography, and online delivery. Closely comparable to Reed Events' integrated GradPak + GradWallet + GradCapture ceremony technology stack.
Broad incumbents
- Herff Jones: Established North American provider of graduation products (regalia, class rings, yearbooks) and graduation photography services to high schools and universities. Broad incumbent with overlapping regalia and photography categories served to educational institutions.
- Balfour: US-based graduation products company offering class rings, regalia, yearbooks, and graduation announcements to universities and high schools. Overlaps with Reed Events' regalia and memorabilia product lines for educational customers.
- Jostens: Large publicly-traded provider of graduation products, yearbooks, and recognition products primarily serving North American schools and universities. Comparable as a broad incumbent across graduation regalia and memorabilia categories.
- Cvent: Enterprise event management platform for corporate, association, and academic events. Comparable at the platform level to GradPak for registration, ticketing, and on-day event operations but operates across many event verticals rather than specialising in graduations.
Emerging players
- Graduway: Alumni engagement and mentoring platform for educational institutions and corporates. Adjacent to Reed Events' graduation touchpoint as both serve universities around the graduate lifecycle, though focused on post-graduation community rather than ceremony day.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Reed Events social profiles
Digital presenceReed Events financial estimates
Financial estimateRevenue estimate
Valuation estimate
Reed Events leadership team
Management profileNumber of profiles
Profiles5 records
Reed Events funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Reed 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 Reed Events
What does Reed Events do?
Reed Events provides comprehensive graduation ceremony management services and proprietary software to Australian universities. Core deliverables include the GradPak software platform for event registration and ticketing, regalia (gowns, hoods, caps) supply and fitting, professional photography and videography, guest ticketing with QR code scanning, personalised graduation slide generation, and merchandise and memorabilia sales. The offering combines an integrated software suite with physical on-site event delivery across the full graduation lifecycle.
Is Reed Events a public or private company?
Reed Events is a private company. It is classified as corporate owned and is currently operating.
When was Reed Events founded?
Reed Events was founded in 2015. It employs 11 to 50 people.
Where is Reed Events based?
Reed Events is headquartered in Keysborough, Australia, in the Oceania region.
How does Reed Events make money?
Six revenue lines are on record. Graduation Ceremony Management Services are the primary driver. The others are regalia Sales and Rental, photography and Print Products, merchandise and Memorabilia, guest Ticketing and videography Services.
Who are Reed Events's main competitors?
Direct peers on record are GradImages, Oak Hall Cap & Gown, The Grad Shop, Shoot My Grad and StageClip. Broad incumbents are Herff Jones, Balfour, Jostens and Cvent. Graduway is listed as an emerging player.
Does Reed Events have an API?
No public API is recorded for Reed Events.
What industry is Reed Events in?
Reed Events's product category is Graduation Ceremony Services. Its primary akta.pro industry code is HSACACAE, Graduation & Prom Event Services, with a secondary code of EDALAAAJ, Graduation, Degree Audit & Commencement Services. Its NAICS code is 61 and its SIC code is 8200.