Grass Roots Meetings & Events

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Barry Richards headshot

Location: New York, NY
Industry: Event planning


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Grass Roots Meetings & Events

Barry Richards

DONE DEAL: Barry Richards came to New York with two employees and one client. Today, Grass Roots Meetings & Events has more than 30 employees and 10 multi-year contracted clients in the city. This success was the result of a pivotal deal born out of a strong client relationship with a large investment bank. “Years of exceptional service cemented a partnership where client need resulted in the placement of local Grass Roots support in Singapore and New York,” says Richards, president of Grass Roots. “As a result of this single engagement, Grass Roots New York has become the agency of choice in the financial and professional services industry in New York City.”

Fun Fact: Richards has worked his way up in the event industry, earning his stripes on the ground as an event manager.

BIG IMPACT: “Off the back of this initial engagement, Grass Roots New York now has multi-year contracts with more than 10 clients,” says Richards. “Advocacy through clients and the supply chain, particularly with the key hotel chains we manage our clients’ revenue through, has created valuable marketing.” Over the last three years, Grass Roots has experienced 435 percent growth. At the same time, Grass Roots’ success has allowed it to get closer to a key goal: being the employer of choice in the event industry. “The strong growth of the company from the originating deal that established the New York office has created opportunities for professional growth that would not be possible in other companies,” says Richards.