Case study · Edge
In The Room
Edge needed a level of customization Eventbrite was never going to offer. So we built them a fully automated platform that runs their invite-only events end to end — and keeps the audience theirs.
The problem with off-the-shelf.
Edge runs private, invitation-only gatherings for CEOs, founders and executives — rooms where the guest list, the seating and the follow-up matter as much as the venue. They had been running on Eventbrite, and it showed: Eventbrite sells ticket transactions. It owns the attendee, stamps its brand on the checkout, and offers nothing once the ticket is sold.
What Edge needed didn't exist: a multi-tenant, white-label event platform where the organizer owns the audience, the brand, the data and the follow-up. Every organizer who signs up gets their own branded tenant automatically; guests never see "In The Room" unless Edge wants them to.
Eventbrite gives you a checkout page and owns the attendee. In The Room gives the organizer a branded tenant, a curated guest list, the seating plan that makes the night work, and the email engine that fills the next one.
What we built.
Six systems, one platform — every part of running an invite-only event, automated end to end.
01
Room creation & checkout
Every event gets its own registration flow, shaped by the organizer — not by a template.
- Custom registration fields per event — company, job title, dietary restrictions — each required or optional as the organizer chooses.
- Ticket limits per order, live capacity display, and an automatic waitlist when a room fills.
- Coupon codes, per-order Stripe checkout, receipts and invoices with manual resend, calendar invites (.ics), and a checkout that can be resumed after an abandoned payment.
- A booking flow that can be closed entirely — request-an-invite instead of buy-a-ticket.
02
The guest list is a relationship, not a spreadsheet
The audience belongs to the organizer. The platform treats it that way.
- Full guest list with search, CSV export, and per-guest history.
- A referral loop: guests invite peers and earn credits toward their own ticket, with the organizer approving each credit.
- Custom guest forms — build a menu form (appetizers, mains, desserts, special requests), choose the audience, send it, and watch responses roll up as meal totals plus an answer-by-guest table. Guests answer from a private link with no account needed, and can revise their answers.
03
Email that stays on the organizer's side
No noisy automated system mail. The organizer's campaigns are the only email the room ever sends.
- A rich email editor with templates, subject and preheader control, and campaign scheduling by date and time.
- Audience targeting: all past attendees, paid past attendees, one event's attendees, or a pasted custom list. One-click test send before anything goes live.
- Unsubscribe and suppression handling built in.
04
Table Maker — the thing Eventbrite doesn't have at all
A seating plan that makes the night work, not a spreadsheet of names.
- A per-event seating floor plan that autosaves: square, round and long tables with visible numbered seats, including empty ones.
- Drag guests onto seats, drag onto an occupied seat to swap, hover to unseat, drag tables by their centre, rotate them 15° at a time or by slider, clone a table, rename it — “Head Table”, “VIP 1”.
- Auto-seat that mixes industries at each table, so a room actually produces introductions.
- Right-click any guest to tag them with a color — sponsors, VIPs, press — and the tag travels with them across moves and swaps.
- Hover any seat for full name, title and company. Search any guest and the chart jumps to their seat.
- One-click exports: a one-page PDF seating chart of every table and guest, and a CSV of name, company, title, table and seat.
05
Access control for a real team
Planners, assistants and partners each get exactly the access they need — nothing more.
- Per-organizer team: create an account or send an invite link, then set No access / View / Edit on each area — Events, Registrations, Referrals, Campaigns, Table Maker, Activity, Settings — and optionally limit a planner to specific events only.
- Permissions are enforced server-side, not just hidden in the menu.
- Full activity log so you can see who changed what.
06
The platform layer
Everything above runs on a multi-tenant foundation built to be operated, not just used.
- Master admin console: every subscriber org, its events, guests and spend; suspend or reactivate; platform email templates; organizer credits.
- White-label branding per org — logo, colors, domain — plus sponsor logo walls, custom social share images, and a public past-events archive that proves the room has happened before.
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