About

Twenty Eight Events

The people behind the production.

Twenty Eight Events began in 2014 and became its own company in 2018. Samantha Pena built it to plan seminars, networking events, masterminds and retreats, private parties and booths, wherever the client needs: 12 countries and 31 cities so far.

Meet the team Start planning

Samantha Pena waving from inside a giant pink Gorgias shopping bag under a neon Gorgias arch

Samantha Pena and another woman cheering with joined hands raised in a ball pit of white and blue balls under purple light

Samantha Pena posing on a stage beside giant marquee letters, with two lounge chairs to one side

Samantha Pena and another woman with a turquoise shopping cart under a neon DTCx sign

Samantha Pena with one arm raised at an outdoor ski lodge party with Adirondack chairs, plaid blankets, string lights and LODGE marquee letters

Samantha Pena and another woman in front of a green and white striped Retox Retreat arch

Samantha Pena taking a selfie with a man in front of the stage at The Whalies

Samantha Pena and two women taking a selfie under strings of papel picado at a bar

Samantha, in the Gorgias shopping bag 1 / 8 · NEXT ›

Founder

Samantha Pena

Imagination Station

Samantha started Twenty Eight Events because she kept walking into corporate events that had a real budget and no ideas. Million dollar productions, in hotel ballrooms, with round tables and banquet chairs and a bit of linen on them.

Her ambition has not changed since, and twelve countries later it is still the brief on every job.

Twenty Eight Events started in 2014 and became its own company in 2018. We have still never built a step-and-repeat.

What she runsExecution of event vision and design, on-site event coordination and management

350+

Events completed

30,521

Guests hosted

$5M

Saved in negotiations

Repeat clients

The team

Every part of your event has a name on it.

Each coordinator owns one part of the job, from the first venue call to the event itself. The titles are Samantha’s own.

Event coordinator

Rikki

Project Perfection

Venue and vendor management, order management

Event coordinator

Ghia

Booth Magician

Booth execution, booking and management

Event coordinator

Cassie

Guest Satisfaction

Event swag, hotel room blocks, off-site activities, attendee, sponsor and speaker management

Event coordinator

Krissy

Vision Fulfillment

Venue and vendor research and booking, food and beverage, design projects

On-site event coordinator

Alexys

On-Site Coordinator

On-site event coordination and management

“I would love to transform corporate. I do not want anyone to feel boring.”
Samantha Pena, founder

In their words

The clients who come back.

“Simply the best. Definitely hiring her again for our next one.”
Eric Siu and Neil Patel

“We couldn’t have had the event success for the four years that we did without her skills.”
Matthew Hussey

Client texts

Straight from our texts.

But you should be super proud, dude, that was a f***ing fantastic event, and I hate events, and I would tell you the truth, you know that!

Couldn’t have asked for a smoother and more well organized event. Thank you for everything

Rave reviews

Ty for dealing with the craziness of my mind. You crushed it. You’re amazing at what you do. I appreciate you

Today was great ty for the hard work

Omg this is soooo exciting! Yay!!! I’m so happy it all worked out!! (We will be using you for NRF, eTail and Shoptalk again for 2027!) we will circle back when it’s time :)

Yes! But thank you for everything!! I recommended you to a few partners that loved our booth

The work

See it for yourself.

Rows of clear ghost chairs facing the DTCx Retain stage

See the seminars

The green AfterSell by Rokt booth with a bank vault door

See the booths

A green ski lodge facade built in a garden, skis crossed by the door

See the parties

Ready to plan something people talk about?

Samantha replies personally, usually within one business day. Unless it is a weekend. We are party planners after all.

Say hello