Prim Event Rentals

What Prim Event Rentals does

Prim Event Rentals is a luxury event furniture and décor rental company headquartered in Glendale, Arizona, with a showroom in Tempe. Founded in 2013 as part of Prim Design Co, it operates as a separate entity since an October 2024 spin-off and currently serves weddings, corporate events, and private celebrations across the Southwest within a roughly five-hour radius of Phoenix. The company maintains an inventory spanning seating (sofas, dining chairs, barstools, accent chairs, benches, poufs, ottomans), tables (dining, cocktail, coffee, console), custom and back bars, linens, dance floors, lighting, drapery, rugs, and climate-control items, complemented by in-house custom fabrication services (custom paint, vinyl monograms, branded bars, personalized escort walls) and a Prim Details team for on-site set, strike, and logistics.

The business monetizes through quote-based per-event rental fees for furniture, décor, and customization services, with pricing not publicly disclosed. It pursues a hybrid B2B/B2C go-to-market: direct sales-led engagement with event planners, venues, and corporate clients, supplemented by content marketing (Instagram, blog, newsletter) and industry participation such as the annual I Do Experience at El Chorro. Named enterprise customers include Four Seasons Scottsdale, The Phoenician, Arizona Biltmore, Enchantment Resort, and Sanctuary Camelback Mountain, alongside a partnership network with Divinity Event Productions, Revel Wedding Co, Lux Florist, and Elyse Hall Photography. The company is a certified minority-owned business led by President/CEO Maureen Harkness, Founder Lara McDonald, and Operations Manager Steve Aispuro.

In December 2025, Prim Event Rentals joined the Divinity Event Productions family and rebranded as 'Prim by Divinity,' while the same leadership and team continue operations. The firm is privately held with no disclosed funding rounds, a stated headcount of 1–10 employees, and recognized in 2025 with the Loverly List for Wedding Décor Excellence, Arizona Bride Best of Awards, and features in BRIDES and Style Me Pretty.

Name

Prim Event Rentals

Legal name

Prim Event Rentals

Website

https://www.primrentals.com/

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Prim Event Rentals is a luxury event furniture and décor rental company serving weddings, corporate events, and private celebrations across the Arizona and Southwest markets with in-house custom fabrication and full-service delivery.

Ownership category

akta.pro rank

Product category

Event Furniture Rentals

NAICS

General Rental Centers (5323), Consumer Goods Rental (5322)

akta.pro primary industry

Event Furniture Rentals (Tables, Chairs, Lounge) (HSACAFAB)

akta.pro secondary industries

Corporate Event Rentals (Furniture, Staging, Tents) (HSACADAI), Corporate, Event & Staging Furniture Rental (Short-Term) (CRAIAOAG)

Keywords

• Event furniture rentals
• Wedding decor rentals
• Luxury lounge furniture
• Custom event bars
• Corporate event rentals

Headquarters

HQ city

Tempe

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Event Furniture Rental: Rental of luxury event furniture including lounge seating, dining chairs, tables, bars, lighting, linens, and décor items for weddings, corporate events, and private celebrations. Revenue generated through per-event rental fees with delivery and setup services.
2. Customization Services: Additional revenue from custom fabrication services including custom paint, vinyl monograms, personalized installations, and bespoke furniture modifications

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Prim Event Rentals rents luxury event furniture and decor — including lounge seating, dining and cocktail tables, custom-built bars, dining chairs, barstools, dance floors, lighting, linens, rugs, pillows, backdrops, drapery, and climate-control items — for weddings, corporate events, and private celebrations across Arizona and the Southwest. Each rental engagement includes professional delivery, on-site setup, and post-event removal, with optional in-house custom fabrication (custom paint, vinyl monograms, branded bars, personalized escort walls) for tailored designs.

Product overview

Prim Event Rentals is a luxury event rental company offering a curated collection of high-end furniture and decor rentals for weddings, corporate events, and private celebrations across Arizona and the Southwest. The product portfolio centers on rental furniture organized into distinct categories: seating (sofas, loveseats, dining chairs, barstools, accent chairs, benches, poufs, ottomans), tables (dining tables, cocktail tables, highboys, coffee tables, side tables, console tables), bars and back bars, linens, dance floors, lighting and lamps, decor and backdrops, drapery, rugs, climate control (umbrellas and heaters), and pillows and throws. Services include specialty rentals with five-hour travel radius, in-house customization (custom paint colors, vinyl monograms, branded bars, escort walls), and the Prim Details Team for on-site setup and breakdown. The company split from Prim Design Co in October 2024 to form Prim Rentals, focused exclusively on event rentals and design.

Differentiator

Problem solved

Functional benefit

Products and services

• Sofas and Loveseats Luxury lounge furniture including sofas and loveseats for wedding and event seating arrangements.
• Benches, Poufs & Ottomans Versatile seating and accent pieces including benches, poufs, and ottomans for lounge and lounge-inspired setups.
• Coffee, Side & Console Tables Stylish tables for lounge and reception spaces including coffee tables, side tables, and console tables.
• Accent Chairs Statement seating pieces designed to add visual interest and elevated style to event spaces.
• Bars, Back Bars & Shelving Custom and specialty bars, back bars, and shelving units for cocktail service and event focal points.
• Dining Tables Elegant dining tables for seated meal service at weddings and events.
• Linens Table linens including tablecloths and napkins in various colors and textures.
• Cocktail Tables and Highboys Tall cocktail tables and highboy rentals for standing reception and cocktail hour service.
• Dining Chairs & Barstools Stylish dining chairs and barstools for ceremony and reception seating including French-inspired cane backs, velvet silhouettes, and wood X-back designs.
• Dance Floors Dance floor rentals for wedding receptions and celebratory events.
• Event Essentials Essential event rental items and accessories.
• Event Decor Decorative elements and accessories to enhance event aesthetics.
• Backdrops, Staging & Drapery Backdrops, staging elements, and drapery for ceremony and reception enhancement.
• Lamps & Lighting Ambient lighting and lamps to create atmosphere at events.
• Pillows & Throws Decorative pillows and throws for lounge areas and seating arrangements.
• Rugs & Carpet Runners Area rugs and carpet runners for defining spaces and adding texture.
• Umbrellas & Heaters (Climate Control) Climate control rentals including umbrellas and heaters for outdoor events.
• Customization Services In-house customization including custom paint colors, vinyl monograms, personalized escort walls, and branded bars to tailor pieces to client visions.
• Prim Details Team (Delivery, Setup & Removal) Dedicated team for on-site set, strike, and ship services ensuring rentals are placed with precision and removed and returned seamlessly.

Quantifiable outcome

• Featured on cover of Arizona Bride Magazine's Best of 2025 issue
• +1 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Six partnerships are on record, tiered flagship, core and minor.

• Divinity Event Productions (Parent Company)flagshipStrategic or Co-development Partner · 5 December 2025In December 2025, Prim Event Rentals announced joining the Divinity Event Productions family, launching as 'Prim by Divinity.' This strategic partnership provides expanded resources, capabilities, and creative possibilities through the larger event production company.
• Divinity Event ProductionscoreStrategic or Co-development PartnerLong-term collaboration for event lighting and draping services; frequently partnered on luxury events at venues including Four Seasons Scottsdale, The Phoenician, and Arizona Biltmore. Divinity provides lighting installations while Prim supplies furniture rentals for coordinated event designs.
• Revel Wedding CocoreGTM or Marketing PartnerPreferred wedding planning partner appearing in multiple featured events and styled shoots; refers clients to Prim for rental needs; collaborates on design vision execution for weddings at top Arizona venues.
• El ChorrocoreGTM or Marketing PartnerPremier venue partner hosting frequent events and the annual I Do Experience showcase; El Chorro features Prim rentals extensively in their marketing and refer couples to the rental company.
• Lux FloristminorGTM or Marketing PartnerFloral design partner frequently collaborating on styled shoots and featured weddings; co-creates design concepts with Prim rental pieces for visual cohesion.
• Elyse Hall PhotographyminorGTM or Marketing PartnerPreferred photography partner whose work appears extensively on Prim's website and blog; creates visual content showcasing rental installations.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Bright Event Rentals: Bright Event Rentals (formerly Classic Party Rentals) is a large West Coast event rental company providing furniture, tents, linens, and tabletop rentals. It overlaps with Prim in luxury wedding furniture rentals across California and the broader Southwest but serves a wider mix of event types and price points.
• CORT Events: CORT (formerly AFR Furniture Rental) is one of the largest national event and trade show furniture rental providers, offering lounge seating, tables, bars, and staging. Directly comparable as a furniture rental source for weddings and corporate events, but at a much larger scale and broader geographic reach than Prim.

Direct peers

• Hensley Event Resources: Hensley Event Resources is a Phoenix-based party and event rental company serving weddings, corporate events, and private parties across Arizona. It is the closest direct competitor to Prim, operating in the same metro with overlapping wedding and corporate customer segments and a comparable event-furniture rental model.
• Found Rentals: Found Rentals is a California-based luxury event rental company specializing in vintage and curated furniture for weddings and events. It is highly comparable to Prim in positioning (luxury, design-forward, photogenic inventory for weddings) and overlaps with Prim's product categories (lounge seating, bars, tables).
• Theoni Collection: Theoni Collection is a luxury event rental company based in the Western U.S., offering curated furniture and decor for high-end weddings and corporate events. It directly competes with Prim in the design-forward luxury segment with comparable inventory (lounges, bars, dining, custom pieces).
• La Tavola Fine Linen Rental: La Tavola is a high-end linen and tabletop rental company serving luxury weddings and corporate events nationwide. It overlaps with Prim's premium positioning and shares wedding/corporate customers, though focused specifically on linens, tables, and tabletop rather than full furniture.

Others

• Revel Wedding Co: Revel Wedding Co is an Arizona-based wedding planning firm that is a documented referral partner to Prim. They are comparable as a closely-coupled ecosystem participant in the same luxury wedding segment, frequently co-creating events at top Arizona venues.
• Divinity Event Productions: Divinity Event Productions is the parent company that acquired Prim in December 2025, providing event lighting and draping services. Directly adjacent via shared ownership and documented long-term operational partnership on events at venues like Four Seasons, The Phoenician, and Arizona Biltmore.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/primrentals
• Facebookfacebook.com/primrentalsaz
• LinkedInlinkedin.com/company/prim-rentals

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 Prim Event Rentals