The Sugar Platform Will Do the Work to Help the Organization Emerge Stronger and More Customer-Focused Post-Pandemic

CUPERTINO, Calif. – October 26, 2021 – SugarCRM, provider of the award-winning AI-driven CRM platform, today announced Event Services Group (ESG), a nationwide turnkey production and event planning firm, has selected Sugar to centrally manage all event management processes and enhance the customer experience to drive business growth in the post-pandemic era.

Founded in 1988, ESG is Florida’s premier full-service event and entertainment company combined with brands Elegant Occasions, Motiv8 Events, Forte Entertainment, and NES. In 2020 when in-person events and conferences around the world were canceled in response to the COVID pandemic, live entertainment was one of the hardest-hit sectors. Choosing to innovate through disruption, ESG selected Sugar as its technology provider to emerge stronger and retool the business for future success.

The Sugar platform will replace a combination of legacy homegrown solutions and spreadsheets for CRM, project management, and inventory planning to improve collaboration and eliminate data silos that create blind spots across the organization.

“The downturn provided a rare and unique opportunity to pause and evaluate who we are as a company and how we can do better,” said Wayne Labush, Managing Partner and Co-Founder, ESG. “We chose SugarCRM as our technology partner to help move the business forward and persevere. We were impressed by the versatility of the platform, and open API capabilities to meet our unique business needs and streamline the event management and planning process.”

Sugar will digitally enable ESG to easily solicit and convert event leads to bookings, collaborate with talent, and take control of inventory management. Rich automation tools will significantly reduce and remove administrative effort and busy work for sales reps and other internal staff. Sugar will help automatically create contracts, track signatures, assign labor crews to workflows, and generate loading and unloading sheets with real-time sync to its inventory module.

Sugar Partner BrainSell worked closely with the project team at ESG throughout the discovery and selection process and continues to provide on-the-ground consulting and support for implementation.

“Looking ahead, we intend to leverage Sugar to create a digital self-service event tracking solution for our customers with up-to-the-minute status updates to enhance the customer experience and drive higher client retention,” said Labush.

“ESG is an inspiring story of resilience and transformation and we’re proud to support their journey,” said Jason Rushforth, General Manager and Senior Vice President, Americas, SugarCRM. “By providing intelligent technology solutions, Sugar will help reduce busy work for sales and internal staff to make the hard things easier in their day-to-day operations by letting the platform do the work.”

About SugarCRM

SugarCRM is how marketing, sales, and service teams finally get a clear picture of each customer to help businesses reach new levels of performance and predictability. Sugar is the CRM platform that makes the hard things easier.

Thousands of companies in over 120 countries rely on Sugar to achieve high-definition CX by letting the platform do the work. Headquartered in Silicon Valley, Sugar is backed by Accel-KKR. For more information about SugarCRM, visit:

Media Contact:
Jessica Riggs
Lutz Public Relations and Marketing (for SugarCRM)