Our Story
At Upfront Events, we know successful events don't happen by accident. They happen because of dedicated teams, thoughtful planning, and a commitment to doing whatever it takes to get the job done.
Founded by Jessica Sell and Erin Regrutto, Upfront Events was built on a shared belief that relationships matter, details matter, and execution matters. With experience spanning festivals, sporting events, hospitality programs, brand activations, and live entertainment, we partner with clients as an extension of their team, bringing passion, professionalism, and a hands-on approach to every project.
Whether we're managing operations, staffing an event, overseeing hospitality programs, or activating a brand, our focus is simple: deliver exceptional experiences while making the process seamless for our clients.
Hard work. Strong partnerships. Exceptional results.
Meet the Team
Erin Regrutto
With a background in event operations, project management, logistics, and client services, Erin has worked across a wide range of event departments, giving her a well-rounded perspective and a deep understanding of what it takes to execute successful events from start to finish.
Known for her problem-solving abilities and hands-on approach, Erin thrives in fast-paced environments and is always willing to jump in wherever needed. She enjoys finding solutions, supporting her team, and helping clients navigate the ever-changing nature of live events with confidence.
Whether she's coordinating vendors, managing logistics, or supporting on-site operations, Erin approaches every project with dedication, adaptability, and a commitment to doing whatever it takes to ensure every event is a success.
Co-Founder
Jessica Sell
Jess specializes in premium hospitality, VIP programming, guest experience, and event operations. With experience spanning festivals, sporting events, live entertainment, and hospitality programs, she enjoys bringing ideas to life and creating experiences that people genuinely enjoy being a part of.
Known for her attention to detail, strong relationships, and ability to keep projects moving, Jess is just as comfortable developing a big-picture vision as she is rolling up her sleeves to help execute it. She believes the best events are built through collaboration, hard work, and a willingness to do whatever it takes to get the job done.
Whether she's developing a hospitality program, supporting operations, or solving challenges on-site, Jess is focused on creating successful events and making the process easier for clients every step of the way.
Co-Founder
Making “unforgettable”
the new standard
Let’s Create Something Great Together
Whether you're planning a festival, sporting event, hospitality program, brand activation, or live entertainment experience, we'd love to hear about it.
Tell us about your event and how we can help bring your vision to life.