Why Investors Are Suddenly Bullish on Event Companies

The market for selling event businesses is “very robust,” said Howard Givner, a serial events entrepreneur who is now a senior advisor at investment bank Oaklins DeSilva+Phillips, and runs his own event consulting company, Heathcote Advisory Group.

At Skift Meetings Forum 2025, Givner explained why private equity and strategic buyers are suddenly bullish on events, and what sellers need to know to succeed.

“There’s been a significant increase in deals, particularly on the agency and production company side,” Givner said. H.I.G. Capital entered the industry this year by buying and merging two destination management companies, CSI DMC and 360 Destination Group. Together, the combined company is said to be positioned to better serve customers across 46 destinations, both in the U.S. as well as internationally.

“These are people who’ve never invested in events before, they were in chemicals, logistics, oil rigging. Now they’re saying in-person events are essential in the age of AI and digital overload,” said Givner.

He described two types of buyers: financial buyers, such as private equity firms, and strategic buyers, typically larger event companies acquiring smaller ones to expand services or geography.

“If you sell to a financial buyer, you’re usually going to keep some ownership, maybe 10% to 30% so you have an incentive to grow,” he said. “Strategic buyers, on the other hand, are looking at how your business fits with theirs, how your sourcing company gets them in the door earlier with clients, for example.”

For owners positioning for a sale, Givner emphasized preparation. “You have to have clean books,” he said. “It doesn’t matter if they’re on a napkin, but they have to be clear and consistent. Buyers will crawl under the hood during due diligence, and if your numbers don’t check out, the deal falls apart.”

Numbers are Important

He warned that missing projections is the number one reason transactions collapse. “If I tell you we’re going to grow this year, and then my Q2 numbers fall 50% while we’re in negotiations, that completely undermines confidence,” he said.

Ultimately, the appeal for buyers is future potential. “At the end of the day, you’re selling the future,” Givner said. “Your past numbers are important only to the extent that they help the buyer believe your ability to hit projections. You’re explaining the past, but you’re selling the future.”

That perspective shaped how Givner positioned the Event Leadership Institute for sale. It was purchased by PCMA in January of 2023. He realized the lifetime value of subscribers was very low, but the same people may be investing heavily in other areas such as virtual event technology or association membership. That potential made the deal make sense.

He sees more activity ahead.  “I think by the end of this year, you're gonna see a number of deals announced, particularly on the agency and production company,” he said.