A Vision Comes to Reality

Founded in 2004 as Larry Abel Designs, Abel McCallister began by producing "boutique" brand experiences within high profile events created by other event producers. The business quickly evolved into a full service event production company specializing in creative brand marketing strategies. Early clients included Entertainment Weekly, Godiva Chocolatier, Sprint Communications, and Larry's former employer Mars Inc. After catching the attention of the competitive world of brand marketing, the company was soon producing large scale events, starting with the Tennis Channel Glam Slam in 2005.

A long run of high profile event production soon followed, including the 2010 Entertainment Tonight / People Magazine Emmy Party, the People Grammy Party hosted by Beyoncé, the Entertainment Weekly Fashion Week Party, the Entertainment Weekly Upfront Party, the Entertainment Weekly Opening Night Party at the Sundance Film Festival, the Tony Awards Backstage Press Room for Sprint, the PROMAX / BDA New York Conference, the MI6 Game Marketing Conference in San Francisco, the In Style Party at the Golden Globes, the Ragú Celebrity Soccer Shoot-Out and Elle Women in Hollywood Awards. In 2010, partners Larry and Raymond appeared on Oprah, when they recreated her entire set out of pure Godiva chocolate. The company has enjoyed steady growth: in 2011 alone Abel McCallister produced 187 events in 14 states.

The company's work has garnered numerous awards, including a 2010 Bizbash Chicago Event Style Award for Best Centerpiece, a 2011 Bizbash West Event Style Award for Best PR stunt or Guerrilla Marketing Campaign.

The Big Picture

For the company's recent 10th anniversary, we created a fun graphic to tell our story. Enjoy!

Meet the Team