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Beyond the Booth: How to Engineer Ecosystems that Compound Revenue

Posted Feb 24, 2026 | Views 59

# Revenue strategy

# Revenue Operations

# Revenue Leadership

# Ecosystem Strategy

# Event monetization

# Experiential learning

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Speaker

Michelle Metter

CEO & Co-Founder @ Fast Forward Events

Michelle Metter is the co-founder and owner of Fast Forward Events, a leading creator of fan-based B2B and B2C communities in the wine, beer, spirits, and culinary industries. She spearheads the creation of engaging and immersive live events, tradeshows, and conferences, including award-winning productions such as SommCon Conference & Beverage Expo, SommGo, The Tasting & Tap Room Expo, The Craft Beverage Expo, Women In Craft, Concours Wine & Spirits Competitions, and the San Diego Food + Wine Festival. Under her leadership, Fast Forward Events has become known for connecting passionate enthusiasts and industry professionals through unforgettable experiences and innovative community-building events.

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SUMMARY

Over two decades, Metter has grown regional food festivals into nationally recognized economic drivers. Her thesis is simple: live experiences are not cost centers. They are revenue platforms capable of compounding value across multiple stakeholders.

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CONTENT & TRANSCRIPT

[00:02:25] - The Origin Story: Leaving the predictable trade show circuit for entrepreneurship.

[00:08:00] - The B2B/B2C Hybrid Model: Spinning B2B platform SommCon out of a consumer festival.

[00:14:00] - Data Complexity: Why CRM hygiene is like "cleaning out your closet".

[00:19:25] - Substantiating ROI: Using attendee data to predict trends, pitch new sponsors, and justify pricing.

[00:27:16] - Brand Activations: The story behind the Monkey Shoulder Porta-Potty Speakeasy.

[00:36:07] - Pandemic Pivots: Engineering Pitch Box Media to protect the team and generate revenue.

[00:43:00] - Women in Leadership: Fostering mentorship and inserting yourself into spaces where you belong.

[00:49:20] - Rapid Fire Questions & Closing.

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