Fifteen years ago, Sequence Events started with a simple question: What if there was a better way?
At the time, co-founders Adam Sloyer, Lizz Torgovnick, and Dana Lowenfish were working together at another agency. All loved the events industry, but they saw an opportunity to build something different—an agency that combined strategic thinking with exceptional execution, prioritized relationships, and created the kind of workplace culture they wanted to be part of themselves.
What they couldn't have known then was that those early conversations would become the foundation of a thriving company built around strategy, curiosity, and relationships. One that, a decade and a half later, continues to grow, evolve, and create meaningful experiences around the world.
Why We Started Sequence
Before launching SEQ, Adam had spent years working in leadership roles at both large agencies and boutique firms.
"There were aspects of both models that I admired, and a number that I didn't," he remembers. "The inspiration for Sequence came from a belief that we could take the best elements of each, leave behind the parts that weren't working, and build something more impactful, more sustainable, and ultimately more successful."
He saw an opportunity for an agency small enough to build strong relationships and make a real impact, but large enough to compete for major programs and support global brands. "We wanted to occupy that middle ground: big enough to execute complex, high-profile events, but small enough to remain hands-on, agile, and deeply invested in our clients' success."
For Lizz, the decision was driven by something more personal. After years in event production, she loved the industry and the people she worked with, but found herself wondering what came next.
"I remember speaking to Adam about considering grad school or something else," she says. "That's when he floated the idea of doing our own thing."
The idea resonated immediately. "We really wanted to make a better working environment for ourselves," Lizz explains. "Culture wasn't a huge focus at our past companies, and not even really a workplace buzzword yet."
Looking back, these founders admit they may not have fully appreciated what they were getting themselves into. "I was under 30, no kids, and it didn't even feel like a risk," Lizz says. "Just a real adventure, and an opportunity to learn and take full ownership."
Adam puts it more bluntly. "Youthful naivete!" he calls it with a laugh. "Looking back, I may have underestimated just how difficult it would be to build and scale a business. But in many ways, that was a gift."
As the company grew, the founders say the principles behind it have held strong. From the beginning, SEQ wasn't just about producing events; it was about building relationships.
Adam’s hospitality background heavily influenced that approach. "I always believed that treating people well—leading with kindness, empathy, and respect—was the formula for success with team members, clients, and partners," he says.
Fifteen years later, that philosophy still serves as the company's foundation. "Our core values have remained remarkably consistent since the day we started," he says. "We've been intentional about using them as a north star."
How We Found Our Purpose
One of the things Sequence is best known for today is its strategy-first approach to events. What makes that evolution especially interesting is that it wasn't part of some grand master plan. "In some ways, this happened unintentionally," Lizz says.
As founders, they were constantly trying to understand clients, solve problems, and make smart decisions with limited resources. "When we don't know, we ask questions," she explains. "'Why is that important to you?'"
The habit that emerged was simple: keep asking why. "There are a million ways to produce an event," Lizz notes. "This is rarely an industry of right answers. It's about what's right for the specific context, brand, and audience.”
The more questions they asked, the more they realized successful events weren't driven by logistics alone. They were driven by purpose, and by asking the right questions.
"I had no idea that was what I was doing at the time," Lizz says of some of the agency's earliest discovery sessions, which eventually turned into the company’s trademarked Launch Sequence offering. "It evolved naturally over time."
Ask these founders what moment most shaped the company, and neither points to a single project or client. Instead, they point to the challenges.
"For me, there isn't a singular moment that defines Sequence," Adam says. "More than anything, it's been the setbacks. The mistakes, the times we came up short, the economic challenges, the pandemic—every one of those experiences forced us to learn, adapt, and improve."
The COVID-19 pandemic was perhaps the most significant test. While much of the industry paused, Sequence pivoted. "When COVID first hit, we made a conscious decision not to dwell on the loss of in-person events," Lizz says. "Instead, we leaned fully into virtual experiences."
As virtual collaboration became the norm, geography mattered less. Relationships that once felt out of reach suddenly became possible. And by the time in-person events returned at scale, SEQ had emerged with a larger network, deeper expertise, and greater visibility than before.
"In many ways, the pandemic tested every assumption about our industry," Lizz remembers. "But for Sequence, it also accelerated our evolution. We emerged bigger, stronger, and better positioned for growth than we had been before it began."
What 15 Years Has Taught Us
Looking back on the last 15 years, both of these founders agree the industry has become more strategic. Lizz points to a growing emphasis on business objectives, the expansion of purpose-built event venues, and the increasing recognition of events as a critical business tool rather than a nice-to-have.
Adam, meanwhile, believes the value of gathering in person has only increased. "As pandemic-related restrictions lifted, organizations recognized that while technology can connect people, it can't fully replace the relationships, trust, and shared experiences that happen in person," he says.
"More recently, the rise of AI has only reinforced that idea,” he adds. “As our world becomes increasingly digital and automated, in-person experiences have become even more valuable. They provide a human connection that technology can't replicate."
But while a lot has changed over the years, the reasons they love the work haven't. For Lizz, it starts with the constant opportunity to learn. "The work is always different, every day," she says. "I am a problem-solver, and that to me is a team sport."
For Adam, the answer comes back to something simple: building. "I've always been motivated by the process of creating something meaningful, whether that's helping a client build an experience, growing a company, or building a team and culture that people genuinely want to be a part of."
At this stage, he adds, it’s about more than events. "I'm excited about building people, building culture, and building a legacy that will outlast any single project or event."
Fifteen years after taking what felt like an adventure, both of these founders are still looking ahead. "There is no 'done' with Sequence," Lizz says. "It's always 'what's next,’ and that's an incredible thing."
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