"Providing Innovative Solutions

for Unparalled Growth"

Sterling Advisory Group LLC

Sterling Advisory Group, founded in 2020 is a professional full service management organization providing strategic counsel and project management services to organizers who produce conferences and events. Assistance and support can be provided for the following areas: event management, project delivery, revenue enhancement, financial oversight, cost saving techniques, vendor negotiations, program operations, pre-event and on-site logistics, supplier analysis, competitive market review, new business opportunities, acquisition integration, partnerships, health and safety protocols, customer & member engagement, board governance and strategic planning.

 

Additional Services:

 

  • Contract Negotiations & Site Selection: Including venues, hotels and service providers.
  • Project Management: Pre-event and on-site logistics support and oversight. Floorplan implementation and development.
  • Revenue: Pipeline analysis. Maximization of revenue streams, management and diversification of revenue opportunities.
  • New business: New launch initiatives, both domestically and internationally. Competitive landscape research. Expansion of market segments. Identify and nurture new opportunities, including business integration planning.
  • Strategy: Short and long term planning, including; development of enhanced product offerings, market review and analysis, growth strategy recommendations, direction and oversight of content and programing, analyze and identify market challenges.
  • Finance: budget creation, including forecasting and reporting. Implementation and recommendations of cost mitigation tactics and operating efficiencies..
  • Governance: Board interface and support, tracking of Board activities. Ensuring alignment of volunteer priorities. Charter (by-laws) revisions and updates, assure the volunteer's mission and vision are aligned with the organizations goals and initiatives.
  • Customer/Stakeholder Engagement: Relationship & partner cultivation, community building, customer retention and recruitment, value prop alignment ensuring appropriate services and support are complementary.
  • Organizational: Develop and build high performing teams; including mentoring, training and fostering a team environment. Compensation analysis, capital resource distribution, development of KPI's/metrics, organizational change management, implementation of internal operating efficiencies, developing a culture of innovation and comradery.

    Sterling Advisory has performed a variety of services for some of the largest and most prestigious firms in the industry; including; Arizent, Source Media, Automotive Aftermarket Association, Trade Show Executive Media, Specialty Food Association, Informa, Tarsus Group, National Association of Broadcasters, Retail Live, SISO, International Association for Exhibitions & Events and Exhibitions & Conference Alliance.

About Tim McGuinness

Tim has spent the bulk of his career as a senior level executive serving the

meetings, events and tourism industry in various capacities. Currently he is

Managing Director of Sterling Advisory Group.


In July of 2020 Tim founded Sterling which is a full service management

company assisting event organizers with strategic planning, board

governance, project management, operations, programming, contract

negotiations, and revenue generation. During his time at Sterling Tim has

worked on a variety of projects, including; authoring a document which

outlined the do’s and don’ts for the re-opening of the events business

during COVID…..he was a lobbyist, cajoling government officials to re-open

the Jacob Javits Convention Center, and was involved in major acquisition

for a large European event organizer.


Prior to forming Sterling, Tim was Vice President for Events, Programs and

Services for the International Council of Shopping Centers. His role

included the management of ICSC’s global portfolio of 150 programs,

events and conferences, including oversight of sales, services, strategic

partnerships and volunteer committees.


In addition to ICSC, Tim held senior leadership positions with NYC &

Company, New York cities official tourism and marketing organization, and

Reed Exhibition Companies, one of the largest and most prestigious face to

face media companies in the world.


Over the years Tim has volunteered his time, actively participating and

sitting on various Boards and Committees, enabling him to give back to his

profession and community. He has served as a Board member for the

International Association of Events and Exhibitions (IAEE), NYC &

Company, the Travel Industry of America, September 11th Tribute Center,

and the Lower Fairfield County Food Bank to name a few.


Tim is also frequently asked to be interviewed by the media and

participates as a speaker at various conferences and events.

Testimonials

"I have had the pleasure of knowing and working with Tim on a multitude of legal and business matters for over the last 25 years. I can wholeheartedly say Tim is one of the most knowledgeable and experienced individuals in the exhibition and event industry. His vast first-hand experience managing and operating some of North America's largest trade shows and events, as well as his time managing the convention sales team at NYC and Company has served the organizations he has represented extremely well. His background and inside knowledge places him in the unique position of being able to understand and evaluate complex industry related issues from a multitude of perspectives, which is a valuable resource for any client seeking his services". 

Mark Roysner,

Law Office of Mark Roysner,

"Legal Consultants to the Exhibition and Events Industry". 

"Tim is an expert at producing and managing exhibitions, along with being an influential advocate for the communities he serves. As a senior level executive for some of the largest, most prestigious organization in the meetings and events industry he has had the unique ability to build strong partnerships while delivering tremendous value for his constituents."

Jeffrey A. Quade

President

GES Exhibitions – North America

I know I am not alone in making equal claim to Tim as a colleague, partner and friend.

His career is a trifecta of experience with executive leadership at one of the world’s most prominent and leading exhibition companies (RX), one of the world’s largest and most active membership organizations (ICSC) and the destination management company of for my hometown (NYC&Co). This provides a unique perspective of both for profit. non-profit, buyer and supplier, and domestic and international. But more than anything, Tim is a solid professional with a warm approach which draws you in. For over 25-years I have enjoyed every interaction with Tim. Even when the subject matter was sensitive, his approachability and calm insights helped us find a way forward. I trust him implicitly and, in today’s environment, this is paramount. If you have a need for strategic organizational thinking, make the call!


Gregg Caren
 President & Chief Executive Officer at Philadelphia Convention & Visitors Burea

Event Portfolio

Check Out a Partial List of Events Produced

Gallery 

Photo's of Industry Colleagues and Friends

More Testimonials 

Read what Industry Icons Have to Say

Resume 

Read about Tim's Professional Career

In The News

How art of deal-making helps land the big shows

New agency’s head lures major events; expanded Javits key

BY ANDREW MARKS

Full Article Download Here: link (see page 26)

Trade Show Executive

Power Lunch with Tim McGuinness
(Pages 36 thru 41)


Embedded Flipbook

Video Interviews

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