Two Event Industry Veterans Team Up to Launch Cobalt Event Studios

September 21, 2023

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.

 

Don’t miss any event-related news: Sign up for our weekly e-newsletter HERE, listen to our latest podcast HERE and engage with us on TwitterFacebook and LinkedIn!

Add new comment

Partner Voices
Just when it seems like Las Vegas can’t get any bigger, brighter or more exciting for groups, MGM Resorts raises the bar again. The company continues to invest and innovate across its portfolio of Las Vegas resorts, with new attractions and upgraded experiences for attendees of all interests.  Remodeled Guest Rooms MGM Grand is the largest single hotel in the world with over 5,000 guest rooms and an 850,000-square-foot conference center. It is home to the newly remodeled MGM Grand Studio Tower—700 reimagined guest rooms with a fun mid-century vibe. Nearby, the iconic New York-New York Las Vegas Hotel & Casino recently completed a $63M redesign and remodel of its 1,830 guest rooms and 155 suites. Down the street, Bellagio Las Vegas is sporting renovated rooms in the Spa Tower with sunrise-inspired decor and luxurious soaking tubs in Premier King rooms after a $110-million transformation. Reinvented Luxury Experiences The Luxury Meetings District, made up of Bellagio Las Vegas, ARIA Resort & Casino, Vdara Hotel & Spa, The Cosmopolitan of Las Vegas, Park MGM and NoMad Las Vegas, is now more connected than ever before. A new interior walkway opened this October for a seamless attendee experience – connecting Vdara, Bellagio, and The Cosmopolitan of Las Vegas, guests can now walk from Park MGM to Bellagio in around 15 minutes. New on the scene in the Luxury Meetings District is Cathedrale at ARIA, TAO Group’s upscale establishment specializing in exquisite French-Mediterranean cuisine offering elevated private dining experiences that opened in May. Heralded by World’s Best 50 Restaurants, GQ and VOGUE, LPM at The Cosmopolitan of Las Vegas is opening this fall and will deliver its signature spontaneity and imaginative celebration of France’s Mediterranean cuisine, art, and culture to the unique luxury resort in impeccable fashion.  A “New Wave  for Mandalay Bay A new wave of enhancements and experiences has arrived at Mandalay Bay Resort and Casino, including Flanker Kitchen + Sports Bar, an 8,445-square-foot restaurant that opened this June, perfect for pre- and post-game eats and drinks. Event planner’s favorite, Chef Michael Mina’s StripSteak, received a full renovation and now includes one of the largest private dining rooms on The Strip. Retro by Voltaggio debuts a one-year residency with a fun take on pop culture of the 80s and 90s with classic American dishes. An exciting addition planned for 2024 is Swingers, a 40,000-square-foot oasis of street food, miniature golf and art at Mandalay Bay. Most exciting for meeting planners, the 2.1 million-square-foot Mandalay Bay Convention Center  is undergoing a complete refresh, with lightened space, added eye-catching art, and improved technology infrastructure for even more flexible space. Energy-efficient digital signage now leads the way with faster internet speeds and new AV options. From renovated guest rooms and meeting spaces to celebrated dining options and dedicated teams, MGM Resorts is dedicated to delivering exceptional and innovative meeting experiences.