Combining more than 75 years of trade show and conference industry experience, Wayne Crawford and Jim Forlenza have formed Cobalt Event Studios, a new company that serves not-for-profit associations, independent organizers, corporate events and exhibiting companies. The company provides strategic insight and consulting to optimize event sales, efficiencies and planning.

Crawford and Forlenza have integrated their expertise and knowledge in sales maximization, business development, strategic planning, event technology platforms, event creation, international event management, M&A and event logistics to assist organizers looking for a more strategic examination of their event activities.

“We are excited to create a truly unique strategic consulting salon,” said Crawford, Cobalt co-founder who has gained experience working on the organizer and supplier side at organizations like Grip, Core-Apps, A2Z, Clarion Events and National Association of Broadcasters. 

He continued, “By combining our talents and unique experiences, Cobalt Event Studios will provide vital strategic services in data science, sales technology, optimization and analysis that will help organizations grow revenue.”

Forlenza, Cobalt co-founder who has also worked on the organizer and supplier side at organizations like MCI USA, SAE International and E.J. Krause & Associates, said, “In working closely with event organizers of all types, two distinct focal points stand-out as their biggest concerns – sales methodologies/optimization and reimagining event experiences. 

He added, “Our distinctive backgrounds in both these crucial areas will benefit any organizer looking to transform their event.”

We caught up with Forlenza to find out more about the company’s launch, potential clients and services they offer.

Will Cobalt be working with all kinds of events, including trade shows and corporate events?

With our deep backgrounds in both sectors, Cobalt Event Studios will focus on not only helping organizers of trade shows and corporate events but also helping corporate exhibiting companies. Although different in scope, many of the same needs — sales enablement, event strategy, and a stronger understanding of event data and technology platforms — are in great demand for organizations looking to grow their business and their revenue.

Is Cobalt a full-service event company or a consultancy?

Actually, we are a little of both. The depth of our experience and our wide breadth of industry networks allows us to manage and organize events of any size. However, we believe the nexus of Cobalt Event Studios is the strategic analysis we offer organizations that are looking to improve their event performances, efficiencies and bottom line.

When and why did you and Wayne decide to launch this venture and how will Cobalt set itself apart from the competition? 

Earlier this summer, we decided to create Cobalt Event Studios. Both Wayne and I have been in the industry for a long time and have sort of done it all. We had numerous talks about the events industry — what has changed over the years and how events and organizations need to be better prepared going forward. We wanted to create a company that spoke to that vision and offered truly tangible solutions to the challenges that exist. 

In speaking with numerous associations, organizers, exhibitors and clients over the years, we felt there were some strategic components missing from event planning. Most groups are great at running their events, but few truly understand how to best structure and scale their teams, leverage their CRM and utilize the data they are collecting to maximum revenue and create unique experiences. We created Cobalt Event Studios to help organizations thoroughly understand their event data, event platforms and sales competencies to help transform their events or business units that will create more actionable outcomes that drive business growth.

How will you be securing clients and have you secured any as of yet?

We are currently in discussion with a handful of groups who have expressed a keen interest in what Cobalt Event Studios offers. Certainly, we will rely on our industry contacts and networking to continue to grow our pipeline and build a portfolio of clients that are looking to truly examine their teams, systems and performances so they may ‘event’ differently.

Reach out to Wayne Crawford or Jim Forlenza.

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