For more than 25 years, NXTevent has been a leader as an event and Destination Management Company (DMC), crafting seamless, high-touch event experiences that leave a lasting impact. At the helm is Ally O’Connor, a visionary entrepreneur whose unique blend of creativity, logistical expertise, and deep industry knowledge has made NXTevent the go-to partner for clients navigating the complexities of large-scale events in Boston and beyond.
The company offers a full range of services that include special event design, entertainment production, transportation management, activities and excursions, tours and recreation, team-building, meeting and registration services, airport meet and greet, and program staffing. They should be your go-to fundraising galas and corporate events, from product launches and conferences to product launches and holiday parties in Boston and far beyond.
In this exclusive Q&A, O’Connor shares the evolution of the events and DMC industries, the story behind NXTevent, and what sets her team apart. From balancing artistry with strategic problem-solving to staying ahead of industry trends, she offers a behind-the-scenes look at what it takes to create extraordinary events.
Read on to find out why you need a company that combines both event and DMC services and why we love NXTevent.
What first drew you to the event planning industry, and what has kept you passionate about it over the years?
“My journey started at Cornell in the hotel program. A friend, who was working for an event firm in New York, raved about her job but was leaving to start a family. She literally set me up with an interview, and that’s how I got my start in events—I didn’t know much about the industry, but I had a passion for food, beverage, and creativity.
“What’s kept me passionate? The fact that no two days are the same. My brain thrives on both creativity and logistics, and this industry constantly feeds both sides. One day, I’m designing lighting concepts inspired by the changing light near the ocean where I live, and the next, I’m tackling complex project management. It’s a blend of art and problem-solving, and that’s what keeps me hooked.”
A glamorous evening inspired by the Kennedy era, including Boston Minutemen, exquisite period décor, and live pop jazz. Exclusive insights into the lives of the Kennedy clan created an immersive journey.
Tell us about NXTevent and what sets you apart.
“Being a singly-owned DMC for 25 years is pretty extraordinary. Many DMCs have been absorbed into experiential marketing agencies or consortiums, whereas we’ve remained focused solely on destination management. Our strength lies in truly listening to our clients—understanding their vision and reimagining it for them. Every project requires creativity, whether in design, logistics, or even finance. Our experience allows us to anticipate challenges, overdeliver, and ensure that every event we produce leaves a lasting impression.”
This colorful Colorado-themed corporate event combined rustic elegance and vibrant mountain-inspired details. With dramatic wooden structures, cozy lounge areas, loads of greenery and texture, the design brought nature’s beauty indoors.
Explain the scope of an event and DMC and how you operate within the industry. How are you different from what people would call an “event planner”?
“The term ‘DMC’ was created around the time I graduated from college. Before that, events either fell under advertising agencies or general tourism services.
“A DMC’s role is to manage groups coming to a destination. I often compare it to building a skyscraper—we create entire event ecosystems for a day or a week, handling everything from transportation and venue sourcing to entertainment. Unlike event planners who might focus on weddings or corporate meetings, we’re curating full experiences, ensuring that every detail aligns seamlessly. We don’t just plan events—we design the entire guest journey.”
San Diego’s Gaslamp Quarter was transformed into a high-energy street festival. From dazzling lights and curated art installations to food trucks and live performances, every detail was meticulously designed to celebrate local culture.
What are the biggest trends you’re seeing in the event planning and DMC industry right now, and how is NXTevent adapting to or driving them?
“There’s a growing demand for events that balance creativity with risk management. Security is a big one—many venues, especially stadiums, now require mandatory security screenings, even for private events. Clients often resist this at first, but when they see the larger picture, like the necessity of safety in today’s world, they understand why it matters.
“Sustainability is also huge. Clients want eco-conscious events that minimize waste and have a lower carbon footprint. At NXTevent, we integrate these trends seamlessly while ensuring our clients feel like their events are unique and personal.”
Guests and executives won’t forget this evening at AT&T Stadium. After a true VIP entry experience, partygoers enjoyed live music, drum-lines, roving entertainment, and delectable food stations. A pyro-technics show closed the evening.
Can you share an example of a logistically complex event and how you exceeded the client’s expectations?
“There isn’t just one complicated event—every event has its challenges. One moment, we might be problem-solving a budget that doesn’t match the vision; the next, we’re redesigning an entire program on the fly because of an unexpected obstacle.
“One of my early experiences with crisis management was during the 1996 Olympics in Atlanta when the bombing happened. I was at the event as a spectator, and later, when we faced a security crisis during an event in Boston, that past experience helped me react quickly and ensure our clients and staff were safe.
“In terms of logistics, we often take an existing event model, break it down into tiny pieces, and rebuild it for the modern era. Clients appreciate that deep-dive approach—it’s what makes them say, ‘How are we going to do the next one without you?’ That’s where our name comes from: my best event is always my next event.”
This conference invited global engineers to Boston for four-days of meetings and celebrations. From meetings to a festive reception featuring dueling DJ’s, mirror people, stilt walkers and more, guests had a great time (with a surprise flash mob to top off!).
We know relationship and referrals are everything. Tell us what drives your growth and how you connect with new clients.
“It all comes down to trust. People buy from people they like and trust, and in a city like Boston, relationships are everything. You need to understand the key players—Meet Boston, Signature Boston, the hotels, and how business is engineered into the city. Each venue has different priorities—some focus on incentive groups, others on large conventions—so knowing how to navigate these relationships is essential.
“At NXTevent, we also leverage our digital presence. PartySlate has been a huge driver for us because it showcases our work in a way that’s searchable and easy for clients to find. We’re intentional about our brand—we don’t want to be everything to everyone. Instead, we focus on high-touch, full-service projects that align with our expertise.”