Revenue Strategies for Virtual Events: A Conversation with Tony Lorenz

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Tony Lorenz is a serial entrepreneur and seasoned event expert. In 1992, he founded ProActive, an event marketing agency that was eventually acquired by event powerhouse Freeman in April of 2007. Since then, he's founded and PRA Business Events.

He sat down with Michael Hoffman, CEO of Gather Voices, to talk about revenue strategies for virtual events in the world of COVID-19.

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Michael Hoffman is the co-founder and CEO of Gather Voices, a technology company that automates the creation, management and publishing of video content. He is also the founder of See3 Communications, a digital marketing agency in Chicago and founder of the DoGooder Video Awards which honors the best social cause video on YouTube each year. Hoffman teaches marketing at the University of Chicago and is an internationally sought-after speaker and trainer who is a trusted advisor to association leaders on engagement strategy.

Tony Lorenz's most recent four year journey, as CEO of PRA (PRA), based in Chicago, IL, transformed the business, and drove significant change in the overall sector PRA continues to lead in North America, and now beyond.

PRA is a market-leading event management firm in the Business Events industry, with 28 locations throughout North America. Tony began his chapter as CEO in January, 2016 under prior private equity owners, Core Capital, based in London. He then led an 18-month process of strengthening the business through strategic plan development, acquisition of several franchise locations, a substantial out of network acquisition, and technology changes made in anticipation of further growth.