What MSPs Can Learn from Willy Wonka About Hosting Events?

Content by: David Walter from Resonant Technology Partners

“So much time and so little to do. Wait a minute. Strike that. Reverse it.”

Hosting events as an MSP can feel like stepping into a chocolate factory—exciting, mysterious, and slightly overwhelming. What kind of event should you host? Who should you invite? And how do you make it more than just another forgettable outing? The truth is, most MSPs don’t need more events—they need better ones. Ones that feel like golden ticket experiences.

Start with the Golden Ticket—Pick the Right Event

“The suspense is terrible… I hope it’ll last.”
The first challenge is choosing the right kind of event. Not every audience wants to sit through a IT Services lunch-and-learn or a dry product demo. In a recent brainstorming session, we decided to host a movie night in San Antonio. But not just any movie—we picked a blockbuster: the new Superman film, releasing July 17th. Why? Because people already wanted to see it. That’s the golden ticket. When your event is built around something exciting, you don’t have to beg people to show up—they’ll be eager to come. The key is to align your event with something your audience already values.

Make It Magical—Create an Enhanced Experience

“Candy is dandy, but liquor is quicker.”
Okay, maybe not liquor—but the point stands: you need to offer more than just a movie ticket. We knew our audience could afford to see the film on their own, so we turned the night into an experience. We encouraged attendees to bring their kids, making it a parent-and-child outing. Then we added a drawing for a Nintendo Switch 2—something the kids (and let’s be honest, the adults) would love. Add pizza, drinks, and popcorn, and suddenly we weren’t just hosting a movie—we were creating a memory. That’s the difference between an event and an experience. You want people to walk away saying, “That was fun,” not “That was fine.”

Invite the Right People—But Don’t Be Exclusive

“Little surprises around every corner, but nothing dangerous.”
One of the smartest moves we made was targeting a specific vertical. We chose businesses we wanted to work with and hand-delivered marketing materials along with four or five printed invitations per company. And here’s the twist: we didn’t just invite decision-makers. We encouraged them to bring staff. The result? We filled a theater with people from our target market—many of whom we’d never met before. The event was fully booked just three days after the invites went out. That’s the power of combining a focused strategy with a generous invitation. It’s not about exclusivity—it’s about inclusivity with intention.

Conclusion: Build Your Own Chocolate Factory

“Invention, my dear friends, is 93% perspiration, 6% electricity, 4% evaporation, and 2% butterscotch ripple.”
Hosting a great event isn’t magic—it’s planning, creativity, and a little bit of whimsy. Like Willy Wonka, you need to think beyond the ordinary. Pick an event that excites. Add elements that surprise. And invite people in a way that makes them feel like they’ve won something special.

Want to stand out in your market? Don’t just host an event—build an experience. One that’s golden-ticket worthy.