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Client Results · Conference-adjacent experiences

Confidential biotech client case study

Three Cities. Six Days. One High-Touch Practitioner Roadshow.

 

How PSG Events sourced, contracted, planned, and executed Health Experts Alliance’s first California roadshow - creating premium, relationship-focused experiences for approximately 300 health practitioners.

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HEA California Roadshow event collage in PSG Events navy and gold frame

One strategy. Multiple audiences. Experiences designed to move the brand beyond the convention floor.

01 · CALIFORNIA MARKETS
3 cities
02 · PRACTITIONERS ENGAGED
~300 attendees
03 · ROADSHOW DELIVERY
6 days

(01) The opportunity

One new event format had to perform consistently across three California markets.

 

Health Experts Alliance wanted its first roadshow to create premium, high-touch experiences for both existing and prospective health practitioners. Each stop had to balance education, product discovery, executive access, curated hospitality, and meaningful relationship-building - while maintaining one consistent brand standard across a six-day, three-city itinerary.

01

First-time format

HEA was producing its first multi-city roadshow, so the planning model, partner network, and operating rhythm had to be built from the ground up.

02

Three distinct markets

San Diego, Long Beach, and San Francisco each required local hotel sourcing, contracting, logistics, and show-site adaptation.

03

Practitioner-focused hospitality

Premium venues, curated menus, cocktails, and direct access to executives made every stop feel personal rather than transactional.

04

One accountable lead

A compressed timeline, five exhibitors per city, speakers, AV, shipping, transportation, and hotel teams required unified oversight.

(02) The PSG Events approach

We managed logistics of the roadshow from hotel sourcing to show-site delivery.

 

PSG Events began sourcing in November 2025, when decision was made on dates and cities for the roadshow: San Diego, Los Angeles and surrounding areas, San Francisco.
PSG Events contracted all three hotels by December, and moved directly into detailed planning. The scope covered hotel negotiations, guest room blocks, transportation, catering, menus, AV, speakers, exhibitors, staffing, room ambiance, and on-site execution.

01

Full-service ownership

We led hotel sourcing, negotiations, contracting, room blocks, logistics planning, and on-site execution across the complete roadshow journey.

02

Curated hospitality

Premium venues, custom menus and dietary requirements were coordinated to create a polished, practitioner-centered experience.

03

Production and speaker readiness

AV, presentations, technical checks, program timing, and speaker logistics were managed so every session was ready to perform.

04

Traveling operations

PSG Events served as hotel liaison and operational lead, coordinating staff, transportation, exhibitors, and consistent standards in every city.

(03) THE CALIFORNIA ROADSHOW

One traveling program. Three premium California venues.

 

Each city welcomed approximately 100 practitioners for presentations, product education, demonstrations, Q&A, networking, meals, and cocktails. The format stayed consistent while each hotel’s rooms, service teams, and logistics were adapted to the roadshow.

 

  1. 01

    San Diego · Hilton San Diego Gaslamp Quarter

    The first stop established the roadshow rhythm, from room setup and exhibitor load-in to speaker readiness and the attendee experience.

  2. 02

    Long Beach · Hilton Long Beach

    The second stop carried the program into the Los Angeles market with the same high-touch format, curated hospitality, and approximately 100 practitioners.

  3. 03

    San Francisco · Omni San Francisco Hotel

    The final stop brought the roadshow to Northern California and completed the six-day program with consistent production and executive access.

  4. 04

    A repeatable program in motion

    Transportation, shipping, staff movement, exhibitor needs, dietary requirements, and hotel coordination were managed as one continuous operation.

(04) Scope of work

The high-touch experience depended on disciplined show-site control.

 

At every hotel, PSG Events served as the operational hub - coordinating the venue, AV, speakers, exhibitors, staff, check-in setup, badges and lanyards, hospitality, and guest flow so the HEA team could focus on practitioners.

01

Check-in setup and guest arrival

Registration tables, badges, lanyards, staffing, and entry flow were prepared on site to create an organized, welcoming arrival.

02

Speaker and AV readiness

Presentations, microphones, visuals, technical checks, and speaker preparation were coordinated before every session.

03

Exhibitor logistics at every stop

Approximately five exhibitors per city were supported with tables, power, internet, shipping, signage, load-in, and live coordination.

04

Hotel liaison and live issue prevention

Schedules, menus, room turns, service teams, and program needs stayed aligned through one on-site point of contact.

(05) The results

The first HEA Roadshow produced relationships, qualified leads, and a polished model for multi-city engagement.

 

Across three cities, approximately 300 practitioners engaged directly with HEA’s executives, educational content, product demonstrations, and exhibitors. The roadshow generated new relationships, product interest, qualified leads, follow-up meetings, exhibitor satisfaction, and positive attendee feedback.

~300

Practitioners engaged

Approximately 100 health practitioners attended each stop, representing both existing relationships and new prospects.

New

Qualified relationships

The format supported meaningful sales conversations, product interest, qualified leads, and follow-up meetings.

Positive

Attendee and exhibitor feedback

Practitioners and exhibitors responded positively to an experience that felt premium, personal, and well managed.

(06) The business value

A first-time roadshow became a cohesive, high-touch brand experience.

 

By owning sourcing, contracting, planning, transportation, production, hospitality, exhibitor logistics, and on-site operations, PSG Events gave HEA one accountable lead across the entire journey. Premium venues and intimate executive access created the relationship environment; disciplined execution made it repeatable across three markets.

 

“Magdalena is probably the best event producer person I’ve ever worked with - event strategist, executor…she is absolutely amazing.”
Dr. Isaac Jones, CEO, Health Experts Alliance

(07) Extend the value of your next conference

Build a roadshow, or any other event, flawlessly and your audience will remember.

 

From hotel sourcing and contracting to curated hospitality, production, exhibitor logistics, and show-site leadership, PSG Events connects every stop into one seamless experience.

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