Editor’s Note: This story has been updated to reflect an interview with new CEO Eric Lochner and analysis from Smart Meetings event tech correspondent Brandt Krueger.
Event platform MeetingPlay and meeting management SaaS provider Aventri announced today that they will merge to create a full-service event software company under a new name to be determined in the coming months. The deal, backed by a growth equity investment from Sunstone Partners and Camden Partners, is positioned as a blend of technology and service to close gaps in the planning process and deliver a full-service solution for meetings ranging from 100 people to more than 200,000.
New CEO Eric Lochner, who was previously president and CEO of Steele Compliance Solutions, saw the combination as a benefit for meeting professionals looking for seamless solutions. “We have a strong opportunity to deepen the process of hosting in-person, hybrid and virtual events and are excited to be able to better support meeting planners and event organizers while offering a wider range of products and experiences,” he said.
Lochner has extensive experience in scaling companies organically and through acquisition. He said the meetings industry as one that is in need of a clear leader. “There are some 800-lb. gorillas out there, but a company that offers the value proposition of customer service with innovative technology can leap frog ahead,” he said.
See also: Tech Mergers Could Simplify Virtual Meeting Management
MeetingPlay and Aventri powered a combined total of more than 50,000 events each year for more than 10,000 companies and 7 million attendees. Washington D.C.-based MeetingPlay has been developing its virtual and hybrid technology for more 10 years. Joe Schwinger, co-founder and former CEO of MeetingPlay, shared with Smart Meetings in November that he was focused on enabling meaningful interactive content on all platforms with robust reporting. He will remain with the company in an executive role.
Aventri, which was founded in 2008, had grown into a global provider of data-driven solutions for event sourcing, marketing, registration, onsite technology, data security and reporting. Former Aventri CEO Jim Sharpe will remain a shareholder and advisor to the new company.
The combined company now employs 350 people in the United States, United Kingdom, India and Australia. “Each has different cultures and time zones,” observed Lochner. “Our job is to bring the best of all these worlds together because we are more than just our product, the people doing the work are just as important.”
Combined Solution Set
The two companies will integrate their software platforms to create an array of products to fit the needs of technology, financial services, travel, hospitality, health services and association clients. Lochner sees an opportunity to simplify Aventri’s robust offerings and deliver what he calls digestible solutions with white glove service. “We need to quickly deliver a solution that works for all types of meetings [hybrid, virtual and in-person], automates pre-conference tasks, holds their had during the conference and takes care of everything that comes after,” he said.
Capabilities include:
- Event Marketing Website and Registration to create a seamless attendee journey from beginning to end.
- Virtual and Hybrid Event Platform using technology to create lifelike experiences for virtual attendees. The platform will provide virtual and onsite attendees with unified engagement features like chat, Q&A, network matchmaking, and video conferencing that enables participants in the same room and across the world to connect instantly.
- Mobile App to boost engagement and deliver ROI metrics, while keeping participants safe.
More: 8 Ways to Measure Virtual Event Performance and ROI
Inevitable?
Last August, event-tech consultant Corbin Ball predicted that the robust landscape of virtual/hybrid companies would eventually be whittled down. “The problem is that there are more than 100 virtual/hybrid event platforms out there—many having started up during the pandemic. Not all will survive,” he said.
Smart Meetings event technology correspondent Brandt Krueger agreed. “I’ve lately started thinking we’re going to see an accelerated growth in the number of mergers and acquisitions this year, rather than a tapering off. I think more companies will be looking to take on the likes of Cvent by becoming “one stop shops” for event management, registration, online/hybrid, audience engagement.”
Some started making their moves last year. Videoconferencing company Zoom purchased contact center technology provider Five9 for almost $15 billion, Intrado (now Notified) acquired event management company Hubb, Hopin acquired Attendify and Cvent Holding Corp. and Dragoneer Growth Opportunities formed a special purpose acquisition company (SPAC) to go public.













In May, we posted a collection of insights from event tech experts on tips and services for running virtual events. Allseated co-founder Sandy Hammer reimagines the virtual events experience, exVo; MeetingPlay CEO reveals his top ten tried and true tips for creating engaging, interactive events; and several seasoned female event and event tech professionals, among others, give their own strategical tips on leading and developing safe virtual experiences.
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In search of the most faithful and invaluable online helpers this November, meeting planners and other professionals in our community formed a list of the best mobile apps for event management. Headspace offers meditation on-the-road; the Roaming Hunger food tracker helps you find food quick in an unfamiliar place; PackPoint tells you exactly what to pack, based on the destination, weather and duration of your trip. Among others, these apps put some relief of the burden of business travel in your palm.
If you’re traveling abroad, you are going to take a Covid test most likely to board your plane and most definitely before reentering the U.S.—even if you’re an American citizen. But Covid testing is far from straightforward, and getting and keeping all your vaccination and testing documentation organized while traversing through airports is stressful and leaves you susceptible to losing valuable information. So, at the end of November, we covered some of the best apps for traveling that safely store all your Covid records on your mobile device. Providing proof has been simplified.
Brian Ludwig is no psychic but he does have an interest in the future; specifically, the future of event technology. During this webinar, Ludwig shows the many advancements meeting professionals may come into contact with in the near and distant future, such as second-floor public transport, futuristic venues and self-driving luggage.
Two medical meeting professionals share their experiences and the lessons they’ve learned planning events around considerations such as changing CDC protocols, managing attendee comfort levels and rules for medical programming. They also discuss how to know if you should cut your in-person event and go virtual.
What makes content compelling? It begins with stating your objective. From there it doesn’t exactly become a breeze, but it does make it much easier. In this webinar, hosted by Cvent’s Alyssa Peltier and Julie Haddox, share content’s relation to the event marketer and what creating compelling content really means. You’ll find worthwhile tips from field experts in there, as well.
Negotiation is an essential skill in business, meetings and life. Alison Fragale, associate professor of organizational behavior at University of North Carolina, goes over some of the misconceptions people have about negotiating and why they need not fear believing in themselves.
Attorney, author and faculty legal advisor Ty M. Sheaks discusses what to, and not to, include in your next venue contract, as well as common law principles to refer to if your contract lacks a specific clause, and other contractual considerations.
“Nonstop travel—with all that time spent away from family, being in different time zones and constantly on the move—can have a negative impact, mentally and physically,” we wrote. The good news is, the sudden pause the pandemic brought to business travel gave us the time and space to realize it.
“‘Kayak for Business brings the leisure travel experience to the outdated interface of the corporate travel world.’”
“Providing accessible travel is both a social imperative and a business opportunity.”
“As winter weather adds even more unpredictability to business travel, consider adding travel insurance to your trip to-do list.”
“Even with travel restrictions loosened, testing requirements and Covid-related rules still can make travel tricky.”