In this episode of the Planners on Purpose Podcast, I had the pleasure of speaking with Matthew Bryne, founder of Bryne Production Services. With over 20 years in the event production industry, Matthew shared valuable insights on what makes for successful event production and how event professionals can better partner with production companies.

From Theater to Events

Matthew’s production journey began in theater, where he worked as a production manager, stage manager, and technical director. He gradually transitioned into live events, bringing his theatrical background to an industry that was still developing. After spending 15 years working for audiovisual companies and production agencies, Matthew launched his own production company in fall 2019 – right before the pandemic hit.

“We created a company that was a production company first,” Matthew’s approach is simple but powerful: he leads with production strategy, not inventory. In other words, it’s not about pushing what equipment is in the warehouse—it’s about storytelling, creating impact and designing an experience that hits the client’s goals first.

The result? Event pros get a creative partner who helps them deliver impact, not just screens and speakers.

Navigating the Pandemic

This production-first philosophy would prove crucial during the pandemic when live events came to a halt. When COVID-19 struck, Matthew’s team quickly pivoted to help clients deliver virtual events with high production value. “What we heard from our clients was a real challenge with trying to do virtual really well,” he shared. Rather than simply hosting events on Zoom, Matthew’s team helped clients translate their content into television-style broadcast production.

This approach required shifting mindsets about how to engage audiences who were now watching through small video windows rather than experiencing events in person. “The medium is the message,” Matthew noted, referencing Marshall McLuhan. This meant being purposeful with every frame, transition, and sound element – aspects often taken for granted in live events.

Finding Inspiration

Matthew looks beyond the event industry for creative inspiration, often examining European design, television production, eSports, and experience design in restaurants. He emphasizes three critical elements for success: “The right people, the right process, and the right technology – all wrapped in meaningful design.”

What makes the events industry exciting for Matthew is the marriage of business objectives with creative problem-solving. “I get to take all of my creativity and all of my creative experience and combine those to elevate that objective,” he said.

Building Better Partnerships

For event professionals looking to work effectively with production companies, Matthew recommends transparency, openness, and honesty about budgets, timelines, and objectives. He compares finding the right production partner to a healthy relationship built on trust and vulnerability. Matthew emphasized that once event professionals have that open and honest dialogue, it skyrockets the success of events.

Managing Production Costs

When discussing budgets, Matthew acknowledged the reality of increased costs for labor and equipment. However, he encouraged planners to think strategically about allocating resources and to view event production as an investment rather than an expense.

He advised planners to be upfront about budget constraints and to ask production partners for creative solutions, and gives this dialogued example: “Look, I have a limited budget. I really want to have this impact. What are your suggestions and how can you be a strategic partner to help me make those decisions?”

Content Strategy Is the New Game

Here’s something to think about: your event isn’t a standalone moment. It’s a content goldmine.

Matthew shared how smart brands are using events as part of a year-round marketing and media strategy. That means capturing high-quality video onsite, planning for post-event storytelling, and designing production with both the room and the replay in mind.

If you’re not thinking about how your general session footage can fuel your social media, internal communications, or sales campaigns—you’re leaving value on the table.

A Final Word on Trust

 Matthew dropped this gem in talking about trust with your production provider. “There’s a difference between hiring someone to run a show and trusting someone to help you design one.”

The first is transactional. The second is transformational.

When we as planners move from order-placing to co-creating, magic happens. We stop scrambling and start leading. We stop fixing problems and start building experiences. And we build teams—not just vendors—who are aligned with our purpose.

In Summary

Matthew’s production-first approach and emphasis on storytelling offer valuable perspectives for event professionals. By building transparent relationships with production partners and thinking strategically about content creation, planners can create more impactful and memorable events – whether in-person, virtual, or hybrid.

The most important takeaway? Don’t be afraid to admit what you don’t know. As Matthew puts it: “If as a planner or producer or organizer, if you can come to the table with that sort of candid vulnerability, it is going to pay off tenfold down the road.”

The Bottom Line for Event Pros

• Be transparent about budget and goals—it leads to smarter production.
• Think beyond the room. Design with video and post-event storytelling in mind.
• Don’t be afraid to admit what you don’t know. Vulnerability builds trust.
• Choose partners, not just providers. Look for people who care about your vision.
• Start content planning before the event, not after.

Whether you’re planning a high-profile launch or an internal meeting, it’s time to think bigger about production. When we shift from what equipment do I need? to what experience do I want to create?, we stop surviving events—and start designing them.

Until next time, stay on purpose.

Links and Resources

Byrne Production Services

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