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Events.com
Mitch Thrower's Events.com operates a SaaS-plus-marketplace model for event creation and discovery, integrating ticketing, sponsorship, and virtual event...
Events.com
Founded by serial entrepreneur Mitch Thrower after his exit from Active Network, Events.com consolidates fragmented event operations — ticketing, promotion, sponsorship management, on-site execution, virtual events, and analytics — under one subscription-style SaaS platform. The firm operates from La Jolla, California, and serves organizers globally, with featured events spanning beer festivals in San Diego to professional golf championships in Michigan. Its backers and senior advisors include Bob Bellack, who co-founded Apartments.com and Cars.com, suggesting the company remains privately held and backed by individuals with deep digital-marketplace operating experience rather than institutional VC funds. Events.com monetizes through organizer SaaS fees, ticket-fee economics, and add-on services including attendee ticket insurance, merchandise sales, and digital marketing. The platform targets mid-tier and large-scale event creators — marquee customers include the Mint 400 off-road race, the Outside Summit, and events produced by Outlyr — competing with incumbents like Eventbrite and Cvent. Its geographic footprint spans North America with curated discovery calendars for music festivals, car shows, and mountain biking events across the United States, while its international support phone line signals at least some activity abroad. Thrower's board includes technology operators from Verint and Ziff Davis lineage; CTO Jeff Cameron previously led technology strategy at Verint through its $2.2B market-cap trajectory. The company explicitly positions AI and machine learning as core to its event discovery and recommendation engine, with a consumer-facing app that launched a 2.0 version in 2025. The firm has not publicly disclosed total headcount, though open roles posted on its site span engineering, marketing, and customer support. What distinguishes Events.com structurally from most event-tech competitors is its consumer discovery layer: the company invests in curating event calendars and building a two-sided marketplace that connects attendees to events while simultaneously selling the software that powers the supply side. This dual-platform architecture—SaaS revenue from organizers plus audience engagement on the consumer app—attempts to solve the cold-start problem that pure-play SaaS companies face when their organizers lack distribution.
General information
Firm type
Asset Manager
Year founded
—
AUM
Undisclosed
Location
Region
North America
Country
United States
City
San Diego
Corporate office
La Jolla, CA, United States
Principals
Mitch Thrower
CEO, Chairman and Co-Founder
Bob Bellack
Senior Advisor and Investor
Jeff Cameron
Chief Technical Officer
Paul Brown
Chief Financial Officer
Sector focus
Frequently asked questions
Who runs investment and strategic decisions at Events.com?
Mitch Thrower runs the company as CEO, Chairman, and Co-Founder. He previously co-founded Active.com (The Active Network), took it public, and led its eventual sale to Vista Equity Partners for $1.05 billion. Thrower also serves as Chairman of The La Jolla Foundation, his philanthropic vehicle. Strategic and investment decisions appear concentrated in Thrower and his inner circle of operating executives, not a separate investment committee.
Does Events.com operate as a family office or an operating company?
Events.com is an operating company, not a family office. It generates revenue through a SaaS platform for event organizers rather than managing a pool of passive financial assets. The capital structure is private, with disclosed investors including Bob Bellack — who co-founded Apartments.com and Cars.com — and no announced institutional venture rounds.
How does Events.com make money?
The company charges event organizers for access to its software platform, likely through subscription or per-ticket pricing, and earns incremental revenue on ticket add-ons like attendee insurance and merchandise sales. It also sells digital marketing services — social ads and calendar listings — to organizers. The consumer-facing Events.com Discover app, relaunched in 2025, may eventually generate advertising or promoted-listing revenue.
Is Events.com venture-backed, and who are its key financial partners?
Events.com's website does not disclose any institutional venture capital rounds. Bob Bellack, a Partner at Dragon Global, is explicitly listed as a Senior Advisor and Investor, which suggests the firm may be funded by a small group of high-net-worth individuals and operating partners rather than traditional VC funds.
What event types and sectors does Events.com target?
The platform serves a broad range of live events — sports, music festivals, conferences, beer festivals, car shows, and outdoor competitions. Publicly named clients include the Mint 400 off-road race, the Outside Summit, and Dow Championship golf. The company avoids niche specialization, positioning its toolset as horizontally applicable across any event that sells tickets.
How does Events.com source its proprietary event-organizer pipeline?
Events.com attracts organizers through its integrated tool suite — ticketing, sponsorships, on-site check-in, and virtual event capabilities — plus digital marketing services that promise broader audience reach. The consumer discovery app functions as a demand-generation engine: events listed on the organizer platform get surfaced to attendees, creating a network effect that locks in organizers who want distribution.
Is there a philanthropic foundation or separate entity associated with Mitch Thrower?
Yes, Mitch Thrower chairs The La Jolla Foundation, which runs Project Active, an initiative that distributes sports equipment to children in conflict zones. The foundation is legally separate from Events.com, and there is no evidence the company allocates a share of revenue or equity to it.
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