This workshop series will transform how you plan, measure and optimize your events.
Quick question: How do you currently decide which events to keep, cut, or grow?
If you just thought “good question” or felt a small panic, you’re not alone. Most event teams are incredibly good at executing individual events while struggling with a more systematic way to manage them as a connected portfolio.
The result? Budgets that feel reactive, leadership questions you can’t quite answer, and the nagging sense that some events might be working against each other. Events aren’t just line items on a budget, they’re (expensive!) business investments. But most teams still treat them as one-offs instead of part of a bigger strategy. That’s where the Event Portfolio Mastery Series comes in.
Over three interactive workshops, you’ll learn how to build, measure, and optimize your event portfolio so it actually drives business impact. Each session delivers standalone value, but if you join all three, you’ll have a complete playbook to take back to your team.
Who This is For
Brand-Side Leaders
You’ll learn how to link events directly to business outcomes like pipeline, retention, and strategic growth. Time to move beyond activity reports and start proving business impact.
Event Producers
You’ll learn how to boost ROI, improve margins, and drive rebooking rates while positioning your team as indispensable strategic partners.
This series makes sense if:
- You manage multiple events but lack a systematic way to evaluate them as a group
- Leadership asks about event ROI or budget allocation and you find yourself winging the answers
- You suspect some events duplicate effort or send conflicting messages
- You want to move from reactive budget conversations to strategic planning
This probably won’t help if:
- You’re managing just one or two events annually
- You’re completely satisfied with your current approach
- You prefer intuition over data for major decisions
Final thought: Most event portfolios evolved organically rather than being designed strategically. There’s nothing wrong with how you got here, but there might be better ways to move forward.
The Workshop Series
Session 1
Event Portfolio Foundations
September 30, 2025
5pm CET / 4pm GMT / 11am EST / 8am PST
Discover why portfolio thinking isn’t optional in today’s competitive landscape and build the foundational understanding that transforms how you approach your events. After the workshop you’ll have access to a portfolio maturity assessment that shows exactly where your organization stands and what strategic opportunities you’re missing.
This session establishes the core principles that make everything else possible: shifting from managing individual events to optimizing your entire portfolio strategically.
Session 2
Building Portfolio Intelligence
October 21, 2025
5pm CET / 4pm GMT / 11am EST / 8am PST
Transform your event data into strategic intelligence with a complete measurement system that goes beyond attendance numbers to track real business impact. You’ll get practical frameworks for categorizing your events strategically and measuring what actually matters to leadership.
This session gives you the tools to make data-driven portfolio decisions with confidence.
Session 3
Architecting Portfolio Strategy
November 11, 2025
5pm CET / 4pm GMT / 11am EST / 8am PST
Master the decision-making frameworks that turn your portfolio data into actionable strategic insights that drive real business outcomes. You’ll learn to analyze patterns, identify optimization opportunities, and extract the strategic recommendations that leadership needs to hear.
This session teaches you to speak the language of business strategy, positioning your portfolio decisions as investment choices rather than activity reports.
Register Now to the Event Portfolio Mastery Workship Series
Only 100 Seats Per Workshop
Our Zoom license caps each session at 100 participants. When a session is full, it’s full – no waiting list, no overflow. If you’re serious about elevating your portfolio strategy, register now.
Can’t make it live? No worries. Recordings will be available after the final session in November but you’ll get the most value by joining in real time.
Meet Your Host
Hi, I’m Stephenie. I’ve spent the 25 years of my career in the event industry designing, leading and consulting on event strategies for global brands.
I believe events should be managed like investments, not expenses. This is the business of events; strategic assets that deliver on business objectives. And I’m here to show you how to prove it.
I’m also genuinely curious about how different organizations solve these challenges. Every conversation teaches me something new about what works in practice versus what sounds good in theory.
You've Got Questions? We've Got Answers.
Do I need to attend all three?
No, each workshop stands alone. But they’re designed to build momentum and attending all three gives you full 360-degree view of event portfolio management.
Will sessions be recorded?
Yes! Recordings will be shared with all registrants after the final session in November.
What’s the cost?
Completely free!
What if I can’t make it live?
Register anyway – you’ll get access to the recording at the end of the series.