Aviara Partners
Aviara Partners (“Aviara”) is proud to serve as the exclusive placement agent for Serata Capital Partners (“Serata”) in its acquisition of EventLink Group (“EventLink”). EventLink is a leading provider of experiential marketing services, distinguished by its ability to execute logistically complex, high-impact events for blue-chip brands.
“We’re proud to support Serata in the acquisition of EventLink,” said Peter Martenson, Managing Partner at Aviara Partners. “EventLink’s differentiated delivery playbook, sticky customer relationships, and scalable infrastructure, paired with Serata’s operational focus and sector expertise resonated strongly with investors.”
Headquartered in Sterling Heights, MI, EventLink has built a multi-decade track record of delivering curated, high-ROI branded experiences for clients and their agency partners. The company’s programs span mobile tours, performance driving events, fixed-facility activations, and more, supported by in-house fabrication capabilities and a national workforce. With significant recurring and re-occurring revenue and long-tenured relationships and contracts with key customers, EventLink offers a unique combination of predictability and upside. Serata will partner closely with the existing management team to accelerate growth, leveraging existing industry relationships, enhancing the sales function, executing on strategic M&A, and continuing to invest in operational excellence.
“Serata’s deep domain expertise and proven ability to create value and drive growth in the marketing services sector made this a compelling investment opportunity for investors,” added Nate Yeo, Vice President at Aviara Partners.
“Aviara’a hands on approach and deep industry insights made the process smooth and successful, setting up our investment in EventLink for the next phase of growth,” stated Drew Bagot, Founder and Managing Partner at Serata Capital Partners. “We’re excited to leverage our knowledge and relationships in the space to partner with EventLink management and scale this platform through new client wins, strategic acquisitions, and continued innovation in the experiential delivery.”
“EventLink’s infrastructure, national reach, entrenched client relationships, and focus on in-person events make it a differentiated partner in today’s marketing landscape, insulated from potential AI-disruption” added Will Tucker, Vice President at Serata. “We look forward to supporting this team through the next chapter of growth.”
About Serata Capital Partners
Serata Capital Partners (“SCP”) is a middle-market private equity firm based in Austin, Texas with a mission to create partnerships that build real, lasting value for business owners, employees, and investors. SCP seeks to partner with companies across the broader B2B services and consumer products/services spaces with $7-35MM of EBITDA and a true willingness to strategically partner toward growth, as exhibited by operational continuity and significant rollover investment. SCP drives value through its substantial network of operating and advisory partners, experience in process and systems improvement, and ability to concentrate on only a select number of investments at any given time. Learn more at www.SerataCapital.com.
About Aviara Partners
Aviara Partners is a new breed of capital markets advisory, founded by a team of seasoned professionals with decades of experience in advising on debt and equity solutions and investing in independent sponsor transactions. The firm provides tailored solutions based on clients’ goals and objectives to achieve an optimal outcome for both clients and investors, establishing the firm as a trusted partner within a diverse ecosystem of blue-chip independent and funded sponsors. As a holistic solutions provider, Aviara collaborates on a deal-by-deal basis to raise capital from a curated global network of institutional investors, ranging from lesser-known family offices to large, established asset managers, pension funds, and sovereign wealth funds.
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