Case Study: Etherio
Building VIP Event Success
How Etherio and Eventgroove Successfully Partnered to Design and Execute a Winning VIP Events Program for a Large Retailer.
Key Takeaways
Challenge: Run 31 Concurrent VIP Events in 33 States Across the West, South, Midwest, and Northeast
Solution: Etherio’s event management expertise, supported by Eventgroove’s all-in-one platform.
Challenge: Air-Tight Branding
Solution: A fully customized event site with HIR’s branding, ensuring a cohesive experience from registration to event day while limiting uninvited traffic.
Challenge: Manage Concurrent Event Registration for Multi-Location Events
Solution: A unified registration process for different attendee categories across multiple events.
Results
• Savings of over $20,000 using Eventgroove.
• VIPs and the HIR were thrilled, leading to an expanded 2025 event program.
• Complex event registration and logistical challenges were solved!
Etherio, a full-service association and event management company, runs a program of invite-only events for a major home improvement retailer (HIR) to promote engagement between the retailer’s VIP contractors, suppliers, and employees. The program’s building blocks are two separate event types: golf tournaments with seated dinners and traveling road shows.
The Challenge: Run 31 Concurrent VIP Events in 33 States Across the West, South, Midwest, and Northeast.
Held at exclusive clubs and courses, the golf outings present a logistical puzzle. There are various attendee types, and needs across attendees differ. To provide a great experience, organizers need to know if golfers are bringing a guest, need golf clubs (and, if so, left- or right-handed), would like a cart, or have specific dietary restrictions. In addition to being assigned to play in specific groups, players are also assigned seats at dinner.
The traveling road shows move from state to state and are held on location at the HIR’s Flatbed Delivery Centers, or FDCs. Attendees invited to the event include home improvement suppliers, retail associates, and VIP contractors. During the events, vendor demonstrations enable VIPs to learn about new products and services that can support their business. VIP contractors can also work with store associates to plan for entire projects—from shopping for products and ordering quantities needed to scheduling a job-site delivery—all while enjoying complimentary food and beverages.
What Does It Take to Run Such a Complex Event Program?
A crack event management team that continually seeks to optimize with smart solutions.
The HIR wisely chose Etherio and its staff of award-winning professionals and strategists. Etherio approaches each project from a consultative perspective—how can it improve the program? This intention, combined with a keen eye for detail and focus on accelerating their clients’ success, drives Etherio to create the best events possible.
A remarkable events platform was required to manage the HIR’s complex event program, and Etherio chose Eventgroove and its powerful all-in-one solution. Along with robust attendee registration capabilities, team collaboration, and the ability to handle concurrent, multi-location events, the platform delivers seamless top-to-bottom branding and provides excellent support.
How Did Etherio Flawlessly Organize Attendee Logistics for 31 Events Across the Country?
By addressing the keys to the HIR’s event program and improving the execution strategy. The Etherio team knew it needed a platform that could provide seamless branding aligned with that of the client and air-tight attendee logistics. It also required a solution that would allow for multiple event attendee types, a specific registration process, onsite attendance tracking, and the ability to assign individuals to seats and golf teams. Juggling multiple tools would leave too much to chance.
So, Etherio leveraged Eventgroove’s all-in-one event management platform. Purpose-built to adapt to the unique needs of a distributed events program, Eventgroove had the chops and excellent support team to get the job done.
VIP Program Challenges and Solutions
CHALLENGE: AIR-TIGHT BRANDING
SOLUTION: COHESIVE BRANDING MADE EASY
Etherio manages the HIR’s event program using the Eventgroove platform, but from the attendees’ perspective, they’re interacting with the HIR. To achieve this, Etherio and Eventgroove built a private event site whose visual experience aligned with the HIR’s branding. This brand alignment extends from the URL, typeface, and colors to logos and text.
Critical to Etherio’s client needs, the HIR’s event platform is configured so that the site reduces SEO and crawlers, limiting any uninvited traffic. The desired configuration also controls the event registration page, prioritizing the event details section before registration options. The events are created on the site by a single host profile and then published in a private state so only invitees with a URL can access event details and register.
CHALLENGE: EVENT REGISTRATION FOR MULTI-LOCATION EVENTS
SOLUTION: UNIFIED REGISTRATION
Working closely with the Etherio team, Eventgroove developed a unified registration process that accommodates multiple events across various locations. The platform’s reporting tools enable Etherio to segment attendee lists by region and event. Utilizing the event copy feature to rapidly create new events while only changing pertinent details, such as venue, provides added efficiency for Etherio.
The ability to collect registration information simultaneously across several published and active events frees up Etherio staff to focus on upcoming events. Consistency in the application and processes fosters scalability as system reports are accurate, eliminating any data entry or file management-related tasks.
CHALLENGE: DEFINED ATTENDEE CATEGORIES AND SPECIFICS
SOLUTION: TAILOR-MADE REGISTRATION DATA GATHERING
Initial registration efforts utilized unique registration pathways by attendee type. This provided the desired tailored registration experience through hidden unlock codes and multiple performances, with an emphasis on guest category and expected check-in time. Eventually, a standard registration process that allows attendees to self-designate their registration type was preferred in an effort for a comprehensive yet simplified check-in process.
The Etherio team needed specific day-of information to ensure a positive and personalized experience for every road show or golf tournament guest. So, Eventgroove worked with Etherio to develop different attendee categories and a tailored registration process.
For road show facility tours, attendees indicate what guest category they fall into (associate, contractor, or vendor). If they register for a golf tournament, they provide specific information such as whether they are bringing a guest, need left- or right-handed golf clubs, would like a golf cart, or have dietary preferences. Attendees provide contact information including their company name, which allows Etherio staff to properly prepare with the HIR staff ahead of the events.
CHALLENGE: CLEAR, ACTIONABLE REPORTING
SOLUTION: DATA-DRIVEN INSIGHTS
Eventgroove’s analytics tools give Etherio valuable insights about attendee behaviors and event performance. Etherio uses this data to create detailed reports for the HIR, helping them refine and improve future events. For example, over time, Etherio will be able to predict the number of guests who may arrive but have not pre-registered.
“The Eventgroove team was amazing and willing to jump on calls and walk our team through workarounds and new features to make their tool work for our needs.”
Ramsey Wagner
Account Executive
Etherio
Results
Significant Cost Savings
Etherio reduced the HIR’s operational expenses by over $20,000 by utilizing Eventgroove’s free attendee registration solution and optimizing processes. The platform’s robust features and functionality allowed a significant shift away from manual registration management and lists at no cost due to no service fee.
Improved Onsite Efficiency and Real-Time Reporting
Through the Eventgroove platform, Etherio significantly enhanced the efficiency of the onsite check-in process. The implementation allowed for real-time attendee reporting, which streamlined event management and improved the overall attendee experience.
Overcoming Challenges Through Outstanding Support
During the initial implementation of the Eventgroove platform, Etherio faced speed bumps related to the system’s complexity and the unique requirements of different attendee types. However, the Eventgroove team listened to Etherio’s needs and got to work. Within two weeks, Eventgroove developed a new software feature that enabled attendee organization to be named and customized. In Etherio’s case, this meant attendees could be easily organized into golf teams for tournaments.
Reflecting on this experience, Etherio highlighted the collaborative effort: “The Eventgroove team was amazing and willing to jump on calls and walk our team through workarounds and new features to make their tool work for our needs.”
Blueprint for Event Program Success
The teamwork between Etherio and Eventgroove exemplifies how innovative event management combined with advanced technology and excellent support can deliver exceptional experiences. While Eventgroove provided the tools and platform, Etherio’s strategic oversight, problem solving, and attention to detail ensured the seamless execution of their client’s VIP event program. As Etherio continues to manage these events nationwide, Eventgroove remains a crucial partner, supporting their efforts to deliver top-notch event experiences.