SO Events

Conferences and Thought Leadership Want to position your business as a true thought leader in your sector? A client conference is a powerful way to showcase your expertise, highlight your products, and create real value for your audience. A well planned one day conference gives attendees practical, actionable insights they can take back to their business and implement immediately. It also allows you to connect with multiple clients in one place, strengthening relationships while building credibility and trust.

Exhibition Setup and Support Industry events are a fantastic opportunity to reconnect with existing customers, meet new prospects, and bring your brand to life. To get the best return on investment, you need everything to run smoothly. We support you from start to finish, from securing the right space on the exhibition floor to selecting the right stand contractor and managing the build. We can also handle staff briefings, onsite data capture, and all the small but crucial details, including ensuring your team is prepared and your hospitality is fully stocked. You stay focused on what matters most: showcasing your products and having great conversations with customers.

VIP Trips If you want to show your clients or customers just how much they matter, a VIP trip is one of the most impactful ways to do it. Taking a few days away from the day to day creates space for meaningful connection, stronger relationships, and long term loyalty. We provide end to end management, from travel and accommodation to activities, restaurants, and experiences that suit your group perfectly. You can focus on building relationships while we take care of every detail.

Team Events Stronger teams deliver better results. A team offsite, whether for one day or several, can unlock fresh thinking, drive new ideas, and strengthen internal relationships.

Hi, I'm Shona and I help people deliver exceptional events.

Whether you're evolving an existing event or starting with a blank sheet of paper, my role is simple: take the pressure off you and turn your ideas into experiences that truly connect. Yes, events can be stressful, but when you work with me, that stress becomes mine. Your focus can stay where it should be: with your guests, delegates, clients, and teams.

I'm a seasoned events and marketing professional with nearly three decades of experience across the gaming, sports, and finance sectors. Throughout my career, I've built a reputation for strategic thinking, calm leadership, and delivering high-impact live experiences.

Previously, as Portfolio Director at Clarion Gaming, I led the development and growth of some of the industry's most successful global events, including ICE, iGB Live!, LAC (now iGB Affiliate London), and Sports Betting USA. At Better Collective, I created and delivered the Better Collective Bookmaker Awards and oversaw all event delivery and industry marketing initiatives.

Today, I work as a consultant, partnering with ambitious organisations to design, develop, and deliver bespoke events, marketing programmes, and brand strategies. Recent projects include Technology in Gaming and the Sport Global Legends Charity Game.

From VIP trips and roundtables to conferences and exhibitions, your event is limited only by imagination and budget – and I'll make sure that budget works as hard as possible. I integrate seamlessly into your team, learn how you like to work, adapt quickly, and build strong relationships fast, often leveraging my own network to add even more value. And as a self-confessed foodie, I also come with an excellent restaurant recommendation for every occasion.

Clients often describe me as a "creative realist." I'll help you dream big whilst keeping ideas grounded, practical, and deliverable, ensuring the best possible experience for everyone attending.

I believe deeply in the power of live engagement. In-person events build relationships, strengthen brands, and create lasting business value when they're done right. My approach blends creativity with commercial focus, ensuring every event is not just memorable but meaningful.

I'd love to meet you and help you deliver your next event.

The beauty of events is that there is no typical client. I mostly work in the B2B space, but if you have a private event you need help with, I'd love to hear more about it.

Working with Shona is always an absolute pleasure. She is genuinely enjoyable to work with, always calm, organised and always one step ahead in planning. Shona takes care of everything from start to finish, which makes the entire process stress-free. She's fantastic with our guests, warm, attentive and always professional. Most impressively, she makes the budget work incredibly hard, delivering thoughtful details and great value without ever compromising on quality. I couldn't recommend her more.

Martin Hodges, Co-Founder & CMO, BetComply

I can't believe you found these places. I live twenty minutes from here and I've never been to any of these places.

VIP Guest, Austin, 2025

This hotel is incredible. If we did nothing but spend the weekend here, we'd have had the best time. We are definitely coming back here soon.

VIP Guest, Austin, 2025

Shona is an incredibly organised, calm and quick-thinking events manager. She knows the location really well and is incredibly well known in the iGaming industry, so she feels more like an extension of your team. She's always available and never flutters when juggling multiple things. I wouldn't look to anyone else when organising my events.

Carly Watson, Co-Founder, Aibly

Shona is an absolute pleasure to work with. She's incredibly organised, keeps everything running smoothly and has a way of making even complex events feel effortless. Nothing ever seems to phase her, and she brings such a calm, positive energy to the people around her, which makes a huge difference when you're organising live events. On top of that, she's genuinely fun to work with and the kind of person you simply want on your team. I'd recommend her without hesitation.

Sarah McLean, CCO, Pretty Technical

Working with Shona on our client event was an absolute dream. From the initial concept to the final toast, they handled every single detail with immense grace and precision. As a PR professional, I'm used to managing high-stress situations, but Shona gave me the rarest gift in event planning: complete peace of mind. They managed the budget beautifully without ever compromising on quality, and their unique touches elevated the night from a standard corporate gathering to an unforgettable experience.

Head of PR & Comms