295: Back-of-House Brilliance: Scaling an Event Services Powerhouse with Lisa Gregory

Today, we are delighted to welcome Lisa Gregory, the founder and CEO of Gregory Event Services.

As a dynamic entrepreneur with an impressive career, Lisa understands the highs and challenges of running a business, from sleepless nights to navigating the unexpected with determination and grace. She joins us today to share her journey, insights, and lessons learned along the way.

Lisa’s Journey

Fueled by a passion for purposeful leadership and continuous growth, Lisa built her career in the events and marketing industry. Her company initially focused on events and marketing, but is rapidly evolving into an AI-driven business. Guided by a commitment to innovation, culture, and purposeful service, Lisa has grown her global team across the U.S., Europe, and Asia. She balances strategic vision with a hands-on approach, emphasizing culture fit, skill alignment, and sustainable growth. She also founded the Event Professionals Network, a free global community connecting over 900 event professionals to share knowledge and support one another.

The Power of Complementary Teams

Lisa believes that a successful business requires a team with complementary skill sets rather than one entrepreneur trying to do everything alone. While many entrepreneurs struggle to delegate due to financial or ego-related fears, she stresses that sustainable growth comes from shared responsibility and clear role definitions. Her success grew from learning to focus on her strengths while trusting others to manage daily operations.

Transitioning to an AI-Driven Future

Lisa’s company is transforming from a traditional events firm into one that actively integrates artificial intelligence. She urges professionals to embrace AI responsibly and purposefully to stay relevant. The goal is to use AI to enhance strategy, not replace human creativity or connection. 

Why Human Connection Still Matters

While AI is revolutionizing workflows, Lisa points out that human connection remains irreplaceable. The most meaningful industry trends are toward smaller, regional events that prioritize face-to-face interaction, shared learning, and relationship building. She views this era as one where people crave authenticity, trusting personal experiences over digital marketing claims.

Building a Strong Global Culture

Lisa’s leadership philosophy centers on culture fit as the foundation of a thriving company. The first step in her hiring process is to continuously assess alignment with company values before evaluating skills. Her employees undergo skill-based training and are carefully matched to clients based on personality and expertise. Continuous feedback and alignment calls keep everyone on track, fostering transparency and mutual respect across diverse teams and time zones.

Growth Through Purposeful Leadership

Lisa is committed to scaling at a pace that supports both excellence and employee well-being. Her company now includes an operations manager, a chief of staff, and an executive assistant to ensure accountability and maintain quality. She is willing to decline projects if her team cannot deliver 110% and prioritize sustainability over expansion.

Elevating Customer Service

Customer satisfaction is central to Lisa’s business model. Her company uses NPS scores, client surveys, and monthly check-ins to assess performance. Every feedback cycle is built into the client’s project schedule to ensure accountability. She views exceptional service and strong client relationships as the most powerful engines for long-term growth.

Looking Ahead

In the next decade, Lisa envisions stepping back from the center of her company while strengthening middle management and refining internal systems. Her ultimate goal is to remain in the experiential and production side of the business, possibly integrating AI into large-scale creative projects. She hopes to sustain a culture that balances ambition with team health, reducing burnout and promoting longevity in the events industry.

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