The Side Lobby

What The Side Lobby does

The Side Lobby LLC is a Washington, DC-based event strategy and consulting firm founded in 2013 by Sarah Cissna, a Certified Special Events Professional (CSEP) with more than 20 years of experience directing events and productions. The firm operates as a solo practitioner, with Sarah Cissna personally delivering all client engagements supported by a curated network of vendor partners (caterers, lighting designers, rental companies, florists, venues, AV providers) and temporary event staff brought in on an as-needed basis. The Side Lobby serves nonprofit organizations, arts and cultural institutions, and community organizations primarily in the Washington DC metropolitan area, with occasional engagements in other US cities.

The company's core offerings include the TSL Event Road Map, a structured four-step strategic consulting framework (complimentary consultation, pre-strategy analysis, half-day strategy session, and delivered road map document with follow-up call), alongside on-site event management (day-of coordination from load-in through load-out) and speaker coaching as an add-on service. There is no software product; all services are human-led. Revenue is generated through professional services fees quoted on a project basis, with multi-year contracts and complimentary 30-minute consultation calls as the standard entry point for prospective clients.

The go-to-market motion is sales-led and relationship-driven, relying on ILEA DC chapter leadership, speaking engagements, an active portfolio website with client testimonials, organic social media presence on Facebook, Instagram, and Twitter, and word-of-mouth referrals within the DC nonprofit and arts community. The firm is privately held, bootstrapped, and has no external funding, no subsidiaries, and no public financial disclosures.

Name

The Side Lobby

Legal name

The Side Lobby LLC

Website

https://thesidelobby.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

The Side Lobby is a Washington DC-based event strategy and consulting firm serving nonprofit and arts organizations. Founded in 2013 by Sarah Cissna, CSEP, it operates as a solo practice delivering event planning, on-site management, and speaker coaching services.

Ownership category

akta.pro rank

Product category

Event Management Consulting

NAICS

Promoters of Performing Arts, Sports, and Similar Events (7113)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Gala Dinners & Fundraising Events (Nonprofit/CSR) (MPAGAHAE)

akta.pro secondary industries

Incentive Travel Programs & Retreat Events (Offsites) (MPAGAHAH), Executive Summits & Invitation-Only Forums (MPAGAGAK)

Keywords

• Event strategy consulting
• Nonprofit event planning
• Event production services
• Special events management
• Fundraising event consulting

Headquarters

HQ city

Washington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Event Strategy & Consulting: The primary revenue stream is consulting fees for event strategy services, including the TSL Event Road Map product. Clients engage Sarah Cissna for strategic planning, event design, and execution support for galas, fundraisers, festivals, and other nonprofit events.
2. On-Site Event Management: Day-of event management services where The Side Lobby runs show logistics from load-in through load-out while clients serve as hosts to guests.
3. Speaker Coaching: Pre-event coaching services for client speakers to ensure effective communication during events.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

The Side Lobby provides event strategy and consulting services to nonprofit and arts organizations, centered on the proprietary TSL Event Road Map (a four-step strategic planning engagement), day-of on-site event management, and pre-event speaker coaching. Engagements are delivered personally by founder Sarah Cissna with support from a network of vetted vendor partners and temporary event staff.

Product overview

The Side Lobby is an event strategy and consulting firm (not a software platform) that helps small nonprofit organizations plan and execute impactful events. Their core offerings include the Event Road Map (a structured strategic planning methodology), On-Site Event Management (day-of coordination), Speaker Coaching, and general Event Strategy & Consulting. All services are delivered personally by founder Sarah Cissna and supported by a network of vendor partners. The company does not offer a software product; it provides human-led event production and consulting services.

Differentiator

Problem solved

Functional benefit

Products and services

• TSL Event Road Map

Quantifiable outcome

• Event attendance increased from under 6,000 to over 8,500 attendees at Anacostia River Festival (2015-2017)
• +3 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

21 partnerships are on record, tiered core and supporting.

• Party Rental Ltd.coreOthersPrimary rental partner for events, providing linens, furniture, and event equipment. Worked with TSL on multiple events including the Washington Antiquarian Book Fair, Taste of the Harvest Dinner, and Chefs Take A Stand.
• Occasions CatererscoreOthersCatering partner for Shakespeare Theatre Company's Harman Center for the Arts Gala (2013-2016).
• Atmosphere Lighting / Atmosphere, Inc.coreOthersLighting design and production partner for Shakespeare Theatre Company galas and homepage banner photography.
• Design FoundrysupportingOthersDecor and event design partner, contributing to the Shakespeare Theatre Company Gala 2015 homepage banner.
• Typewriter RodeosupportingOthersEntertainment vendor for Washington Antiquarian Book Fair (2016, 2017), providing custom typewriter poetry entertainment.
• John Farr Lighting DesignsupportingOthersLighting design partner for Washington Antiquarian Book Fair (2017), Chefs Take A Stand (2015-2018), and Housing Up events (2015, 2017).
• Washington Performing Arts Mars Urban Arts InitiativesupportingOthersEntertainment partner for Taste of the Harvest Dinner, curating youth strings performers and African drummers/dancers.
• Fabrication EventssupportingOthersDrape services for Washington Antiquarian Book Fair (2017).
• RSVP CateringsupportingOthersCatering support for Chefs Take A Stand (2015-2018) alongside individual restaurant participation, and Housing Up events (2015).
• VolannisupportingOthersFloral design partner for Chefs Take A Stand (2018).
• Spilled Milk CateringsupportingOthersCatering partner for Housing Up Living In the City Fundraiser (2016, 2017).
• Main Event CatererssupportingOthersCatering partner for Housing Up Living In the City Fundraiser (2018, 2019).
• EventTechsupportingOthersAudio and staging partner for Anacostia River Festival (2015-2017).
• Capital Party RentalssupportingOthersTenting and rental partner for Anacostia River Festival (2015-2017).
• United Site ServicessupportingOthersComfort stations and portable facilities partner for Anacostia River Festival.
• Bently ReservesupportingOthersVenue partner for Collaborative Gain Council Retreat (Fall 2017) in San Francisco.
• Mission Bay Conference CentersupportingOthersVenue partner for Collaborative Gain Council Retreat (Fall 2017) in San Francisco.
• Marriott City Center MinneapolissupportingOthersVenue partner for Collaborative Gain Council Retreat (Spring 2018) in Minneapolis.
• Radisson Blu Minneapolis DowntownsupportingOthersVenue partner for Collaborative Gain Council Retreat (Spring 2018) in Minneapolis.
• AT&T Executive Education and Conference CentersupportingOthersVenue partner for Collaborative Gain Council Retreat (Fall 2018) in Austin.
• International Live Events Association (ILEA)coreOthersProfessional association where Sarah Cissna serves as Immediate Past President of the DC chapter. Primary professional networking and development organization for live events industry.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Lawrence Scott Events: Boutique event planning firm specializing in galas, fundraisers, and nonprofit benefits. Directly comparable to The Side Lobby's nonprofit-focused gala and fundraising event strategy offering.
• Bronson Events: Boutique event design studio serving nonprofit and luxury clients with full-service design and production. Comparable in the combination of design-led event work and nonprofit/arts clientele.
• Engaging Events: Boutique event planning firm providing full-service event design and production for nonprofit and corporate clients. Comparable in service model and high-touch, human-led delivery approach.
• Rafanelli Events: Boutique, high-touch event planning and design firm serving nonprofit, social, and corporate clients. Comparable to The Side Lobby in offering full-service event strategy and production as a people-led consulting practice rather than a software platform.
• Schiller's Events: Washington DC-based event planning firm serving nonprofit and corporate clients. Similar regional and segment overlap with The Side Lobby as a DC boutique consultancy serving mission-driven organizations.
• Birch Event Design: Hospitality- and design-focused event firm offering event design, planning, and production services. Comparable to The Side Lobby in providing boutique, human-delivered event production for high-touch galas and large-scale benefits.
• Marc Wilson Events: Boutique event planning firm specializing in nonprofit galas, auctions, and fundraisers. Directly comparable to The Side Lobby's focus on strategic event production for nonprofit and arts organizations.

Broad incumbents

• Eventbrite: Large-scale event ticketing and management platform serving event organizers of all sizes. Adjacent rather than directly competitive, but represents the technology-driven alternative to boutique event consulting firms.
• Cvent: Large event management software platform offering registration, venue sourcing, and event marketing tools. Comparable category but broader incumbent — represents the technology-enabled direction competing with traditional event consultancies like The Side Lobby.

Regional players

• Lafayette Events: Washington DC-based event production firm serving nonprofit, association, and corporate clients. Comparable regional and segment overlap with The Side Lobby as a DMV-focused event production boutique.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/TheSideLobby
• Facebookfacebook.com/thesidelobby
• Instagraminstagram.com/thesidelobby
• LinkedInlinkedin.com/company/thesidelobby

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 The Side Lobby