MSP Event Planning That Delivers: How the MSP Initiative and MSP Block Party Set the Standard
When it comes to MSP event planning, most people start with logistics: pick a venue, print some lanyards, schedule a speaker or two. But in the channel, where relationships drive revenue and trust is the currency, a truly great event goes far beyond the run-of-show.
The best MSP events don’t just fill rooms—they build momentum. And few people understand that better than Alec Stanners, VP of Business Development at Bvoip and a driving force behind the MSP Initiative and the MSP Block Party. With years of experience crafting tour stops, parties, and high-value interactions between vendors and service providers, Alec has helped reshape how the channel thinks about community-driven events.
What the MSP Initiative Teaches Us About Community-Centered Events
While many events focus on content and stagecraft, the MSP Initiative has built its reputation around consistent, grassroots engagement. Its success isn't measured in booth traffic but in ongoing relationships—formed at small tour stops, reinforced at an MSP Block Party, and extended through community involvement. It's an ecosystem, not an appointment.
Events backed by the MSP Initiative prioritize dialogue, not monologue. There's no big reveal or single hero moment. Instead, they build cumulative trust through local presence, real conversation, and creative hospitality—all of which are crucial for vendors entering the MSP space for the first time.
Listen to Alex Stanners share his approach to planning effective MSP events on the WIN Podcast:
<div id="buzzsprout-player-17134699"></div><script src="https://www.buzzsprout.com/1986903/episodes/17134699-msp-event-planning-how-the-msp-initiative-creates-winning-msp-events.js?container_id=buzzsprout-player-17134699&player=small" type="text/javascript" charset="utf-8"></script>Why Pax8 Beyond Is the Benchmark for MSP Event Planning
If you’re looking for a case study in MSP event excellence, Pax8 Beyond is a standout.
Not because it’s the flashiest or most expensive—but because it’s designed with intention.
Pax8 understands that MSPs come to events for different reasons: some want tech deep dives, some want business transformation, and some just want a space to reset and connect.
Beyond doesn’t force attendees down one funnel. It offers well-defined tracks for owners, operators, tech leads, and strategists—alongside world-class AV production, wellness spaces, and even breakout lounges for quiet time and quick email check-ins.
"They do a brilliant lounge. That’s probably the underrated spot of the event. A place to unwind, check email, or call back home."
It’s also an event that scales intelligently. From the moment attendees land on property to the minute the keynote wraps, everything flows. You’re not scrambling to find a session or fighting for a seat at a breakout. Beyond leverages digital tools for scheduling, signage that makes sense, and layout decisions that reduce friction.
And yes—the parties are great. But they’re also structured to encourage vendor-partner conversation, not just entertainment.
If you’re designing an MSP event from scratch, Pax8 Beyond should be the model: technical depth for those who want it, business clarity for those who need it, and plenty of space for the spontaneous connections that define real channel growth.
Start With Movement, Not Logistics
Most meaningful connections don’t happen inside breakout rooms. They happen when people move—on buses, in hallways, at the bar, in a lounge between sessions. Alec’s team recognized that and built entire programs around it, starting with a literal road tour during the pandemic.
"The world stopped and those hallway chats are what drive this industry so much."
Great events don’t just plan content—they engineer collisions.
Social Events Aren’t Extras. They’re the Product.
Alec’s MSP Block Parties didn’t become legendary because of headliner acts. They became the go-to because they solved a problem: what do you do at night if you’re not part of an inner circle?
"There are so many people who don’t have someone they can go and meet with... Now it’s, 'Let’s give them something fun, real, and connected to do.'"
If your event is silent from 6 p.m. to 8 a.m., you’re handing over your attendees’ most important time to the hotel bar or a lonely UberEats order. Create structured opportunities for connection. Not forced networking games—but places where it’s safe, easy, and natural to start talking.
Don’t Let Sponsors Coast
If your vendor sponsors think the job is to show up, hand out swag, and wait for traffic, they’ve already wasted their budget—and your floorplan. As a planner, it’s your job to set expectations and equip sponsors to do more than lurk at their booths.
"If it costs me $20,000 to be here and there’s 1,000 people, I need 20 sales. What’s my average close rate? 10%? Now I know I need 200 conversations."
Too many vendors leave the venue to have steak dinners with their internal team. Instead, they should be working the room, buying drinks for MSPs, listening more than pitching.
"You’re representing your company from the minute you step on that plane to the minute you land back home. Wear your brand. Be present."
Curate Every Element with the MSP in Mind
Your sessions aren’t for speakers—they’re for problem-solving. That means your tracks should be clear, layered, and directly mapped to what different types of MSPs actually need: tools, templates, and strategies they can apply in their real-world business.
"Ask your attendees what format they want. Ask your partners what value they’re missing. Then build around that—not your budget."
Watch the full video interview with Alec Stanners from BVoip Here:
Make Noise Before the Doors Open
Events don’t start with registration. They start weeks earlier—online. Encourage your sponsors and speakers to engage with attendees beforehand.
"Create videos. Be fun. Stand out. If you just write plain emails, no one’s gonna read them."
If your sponsors show up to the event cold, they’ll leave cold.
Build for Empathy, Not Ego
The best events are built by people who understand what it feels like to be in the room—not just on stage or behind a booth.
"No one ever puts themselves in somebody else’s seat. The more you understand their business, the more understanding you’ll be."
That empathy should guide every touchpoint: signage that makes sense, food that doesn’t sabotage energy, agendas that respect attention spans, and session formats that match attendee expectations.
If you’re planning an MSP event this year, don’t just book a venue. Build a movement.
Frequently Asked Questions About MSP Event Planning
How do I make an MSP Block Party successful?
Focus on inclusive energy. Don’t assume attendees already know people. Make the event feel open and social, and avoid exclusive VIP-only formats. Anchor the experience around music, food, and connection—not sales.
What is the MSP Initiative and how does it support events?
The MSP Initiative is a platform designed to build community and momentum in the MSP space, offering networking experiences and regional gatherings like tour stops and MSP Block Parties that prioritize peer-to-peer learning and vendor-partner trust building.
How do you integrate a sponsorship with content tracks effectively?
Avoid pay-to-play panel formats. Instead, work with sponsors to ensure their participation fits the track’s intent. Use case studies, customer stories, and moderated sessions that deliver insight, not sales scripts.
What kind of content should be in the breakout sessions?
Use the breakout sessions to deliver tangible tactics—pricing strategies, QBR templates, onboarding workflows. Speakers should be from the field: MSP operators, successful vendors, real clients.
How can I increase event turnout among MSPs?
Partner with trusted vendor voices to co-market. Offer first-time attendee benefits. Be clear about value in your registration copy. And don’t underestimate word-of-mouth—events built on value travel fast in the MSP ecosystem.
What makes Pax8 Beyond a model MSP event?
Pax8 Beyond balances deep technical content with business strategy, includes purpose-built lounges and wellness spaces, and offers clearly segmented tracks for different MSP roles—all while encouraging spontaneous conversation through well-planned social events.
How should vendors prepare to sponsor an MSP event?
Start by understanding your sales math: what’s your close rate and what do you need to break even? Then build a proactive presence strategy. Don’t wait in your booth—engage with MSPs in line, on shuttles, in lounges, and after hours.
What’s the biggest mistake first-time sponsors make?
Treating the event like a trade show instead of a relationship accelerator. Avoid isolating with your internal team. Be visible, approachable, and intentional about conversations.
How far in advance should MSP events begin promotion?
At least two to four weeks out. Pre-event engagement builds familiarity. Encourage vendors and speakers to post on social, run pre-meeting campaigns, and create content that frames the event value.
How do you design an agenda MSPs actually want?
Start by understanding the attendee segments: owners, operators, tech leads, etc. Offer relevant tracks and session formats. Include time for breaks, quiet work areas, and allow the content to speak to real operational problems—not just product features.
Need help designing an MSP event that delivers for both sponsors and attendees? Schedule a session with Carrie - Fox & Crow Group helps both MSPs and Vendors create effective sales and marketing strategies.
