About
About Events Authority
We help B2B companies plan trade shows, sponsorships and company events that bring in customers, and then count what came back.
Who we work with
Two kinds of teams. B2B companies in any industry that exhibit at, sponsor, host or attend events, starting with the IT channel, where Tracie built her record. And conference, festival and association teams that sell sponsorships.
What are we for?
- Trade show consulting. Which shows to buy, what to build, and how to bring back leads sales can use.
- Corporate event planning. Customer dinners, partner days and launches, planned backwards from the result you want.
- Event production. The room, the run of show and the stage, so the story holds together on the day.
- Event strategy. The whole year’s events as one calendar, with a number each has to return.
- Event marketing. The campaign around the event: before the doors open, on the floor, and the week after.
- Sponsorship program design. Tiers, benefits and packages built around what sponsors actually buy.
- Partner and channel events. Summits, kickoffs and partner days for the people who sell for you.
Every project starts with the same question: what should be true 30 days after this event?
See what we do · Read the case studies
What can you expect?
- Proof before the ask. Read the case studies first. Judge the work before you talk to anyone.
- One place to start. A free event assessment. Send us the event, the calendar or the package, and you get a written read back.
- Relationships up front. When a case study comes from work for Breach Secure Now or the Town of Frederick, we say so before the example, not in the fine print.
Led by Tracie Crites
Events Authority is led by Tracie Crites. She leads every engagement.
Disclosure
Tracie Crites ran Breach Secure Now's trade show and channel event program from 2020 to 2025, first as VP of Sales & Marketing and then as Chief Channel Officer.
That meant a $1M to $2M show calendar every year, a scorecard that decided which shows came back, and a monthly partner event series she built and ran.
Breach Secure Now engaged Tracie Crites, through SALT Strategies, for this program: the company’s booth at IT Nation Connect 2025, with a toy car in every attendee’s swag bag.
Tracie Crites has owned the sponsor relationships on the Town of Frederick’s festivals for six years and built their tiered sponsor program.
CRN named her one of its 2025 Channel Chiefs and a 2025 Woman of the Channel. IT Nation featured her in its Community Spotlight.
Badge scans don’t build relationships. Conversations do. The goal at events isn’t to collect contacts. It’s to earn permission to continue the relationship.
Tracie Crites · Founder, Events Authority