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Event Industry Partnerships to Build During the Winter

As the weather gets warmer and the days grow longer, you may find your work day getting longer as well. Before the event season starts to pick up, consider utilizing this extra time to build event industry partnerships. Strong partnerships are the backbone to many successful event companies. Let’s examine a few types of event industry partnerships that could be beneficial for your business in both the long and short term that you can start working on today.

Referral Partnerships 

Generating new business leads is a time consuming and constant process. A great way to stimulate consistent business is to partner with a venue or a planner. With this partnership, you can refer business back and forth so both parties benefit. Getting your
business on the
preferred partner lists involves some leg work including: researching potential partners, networking, and maintaining that partnership. When searching and building referral partnerships, patience is key. Although you may not see immediate ROI, playing the long game with referral partnerships can be a crucial driver in future business success. So, where do you begin? One of the great ways to meet these folks is networking at industry organizations!

Industry Organizations

As a business owner, your time is valuable and investing your time in industry organizations will pay off. Industry organizations provide a number of immediate and long term benefits including:

  • Networking opportunities
  • Educational programming
  • Conferences and events
  • Leadership training
  • Access to resource library 
  • Savings and discounts 

In the event industry, NACE acts as your go-to resource for building relationships within your industry. With chapters all over the United States, you’ll be sure to find a local chapter that can benefit you and your business. Not only do industry organizations help with networking, but they provide additional resources tailored to your industry, such as blog posts and helpful articles. Resources from NACE are top notch because the board consists of a diverse group of industry veterans from across the country. If you’d like to get more involved, consider taking a leadership role in your local chapter. This will strengthen your relationship with other chapter members and allow you to stay up to date with the ever-changing trends in the industry.

Other Rental Companies 


Another strategy you can use to build event industry partnerships is sub-renting with other event companies. Whether you’re renting inventory from another company, or renting your equipment to them, both businesses can benefit. Sub-renting allows you to supplement your current inventory to hold more large-scale events. Sub-rental is a great option when you’re not ready to purchase more equipment or need specific equipment for only one event. Sub-renting can increase revenue and exposure to more clients. Renting inventory to or from other vendors can create beneficial business partnerships and lead to more opportunities in the future.

Learning From Each Other: Online Forums

Chances are if you own a business, you have a Facebook account. Take advantage of the features Facebook has to offer and consider joining Facebook groups in your industry. Facebook groups are a place for people to connect with like-minded individuals or businesses. This is a fantastic avenue to learn from those in your industry, rather than simply viewing them as competition. In a Facebook group, you’ll find members asking questions, sharing articles, or simply starting a conversation about an industry topic. Facebook groups vary from broad industry groups to niche groups for your specific type of business like Photo Booth Rentals or Casino Parties. There’s something for everyone!  

You’ll get the most benefit from Facebook groups when you actively engage with others. Make sure to turn on your notifications so you’re notified when there are new comments on a post. This way you can stay up to date with the hot topics in your industry. Similar to Facebook, Linkedin also offers groups where you can interact with colleagues with similar interests. Forums put community over competition by providing a place for professionals to share their knowledge with others.

In addition to public forums, many industry organizations offer members access to private forums. Because NACE is organized by chapter, members can create relationships with other industry professionals in your area. This can create even more value for your business. Forums put community over competition by providing a place for professionals to share their knowledge

Trustworthy Event Software 

An often overlooked event industry partnership is a trustworthy software to organize and ultimately propel your business. Software is more than just a tool, it is a partnership that can level up your business. Event rental software companies, like Goodshuffle Pro, can save you time, increase efficiency, and act as a partner, too! Software companies offer more resources than the software itself. Investing time to utilize the tools provided by software companies can be a game changer for your business. Goodshuffle Pro offers webinars, guides, blog posts and more to ensure clients get the most out of the software. 

The Benefits of Partnerships

As you can see, there are countless opportunities available to build event industry partnerships. Industry organizations can be an invaluable aid in networking and building knowledge in your industry. Interacting with other industry professionals can increase your bottom line and improve your relationship with businesses in your area. Finally, creating a partnership with a software you trust can not only make your organization more efficient, but propels you towards your goals. As you brace yourself for the upcoming busy season, consider utilizing these resources to get a head start on your successful year ahead.


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Karen Gordon

Karen Gordon has spent her career growing event and technology companies through consultative sales and strategic growth strategies. She’s developed client and brand experiences for companies such as LivingSocial and Surprise Ride (as seen on Shark Tank). Now, as the VP of Growth at Goodshuffle Pro, she combines her love of both events and technology to drive the company’s growth in revolutionizing the event rental, design, and production industries with modern technology. She’s the NACE National Business Development Committee Chair for 2019 and 2020 and speaks nationally about events, event tech, and business strategy

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