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Join 3,000+ event pros who get The Tuesday Edge every week.
Everyone in events can execute. We teach you to prove it worked.
In case you’re new here: The Edgucation Institute is where event professionals come to level up. We teach experiential strategy, the skill that gets you invited in before the brief is written, lets you name your price, and makes leadership and clients see exactly what your events are worth.
In-house planners. Event business owners. Experienced pros ready for their next move. Different starting points, the same plateau, and now, the same way off it.
The room is filling up fast
Global
students and graduates around the world
3,000+
Tuesday Edge subscribers, and growing
150+
events and activations produced for corporations
25
years in the events industry
Trusted by the best in business.
A few of the organizations Jenny has designed experiences for through HM Experiential.
Top 50 in the industry
Event Planner Expo, 2025
Four NACE awards
Including Most Creative Concept
Innovator of the Year nominee
Colorado Event Alliance, 2024
Jenny Howard-Maxwell, CPES. MBA in marketing. Founder of The Edgucation Institute and HM Experiential.
Meet our founder
Jenny Howard-Maxwell, the planner who got off the plateau.
Hi, I’m Jenny.
Years into my events career, I was exactly where you might be right now: great at what I did, and completely stuck. I’d hit a ceiling on my salary and on my business’s revenue, and I couldn’t break through it.
So I did what everyone does. I made my events bigger and more beautiful. I took on more, moved faster, and said yes to everything. When you’re one of a hundred event executors all competing on price, “more” feels like the only lever you have. And more is exactly how you burn out.
So I went to work on the gap. Why was there no clear, taught path to the next level in events?
Here’s what I found: it wasn’t better execution. Anyone can learn execution. It was strategy, and the ability to communicate it. When I learned to connect my events to business goals and talk about them in the language of leadership teams and clients, the way they valued my work changed completely.
Teaching event professionals to prove their own value became my life’s mission.
And then there’s New York. I arrived in the pouring rain, on a broken foot, and fell completely in love. It took me five years of building and growing my business to make the move from Colorado, so I know what it takes to grow a business, too. Today, New York is where The Edgucation Institute lives, in Soho.
If you’re good at what you do and tired of being valued only for execution, you’re in the right place. Let’s get you off the Planner Plateau™.
Glad you’re here,
Jenny
Teacher. Speaker. Strategist.
On the stage and in the classroom.
Also on stage at Event Planner Expo NYC and Event Konnector.
The rules of the room
What strategists know that planners don’t.
Strategists don’t compete on price.
Execution can be learned anywhere. Proving your value is what we teach.
Your experience is worth more than logistics.
Experiences without strategy are just expensive parties.
What happens when you’re in the room
“This was not easy, but it was 1000% worth every penny. I gained more from this training than I did at the Las Vegas MBA.”
“CPES fundamentally changed the way I think about experiences and how I show up in this industry.”
“The CPES certification gave me the structure and vocabulary to articulate what has always guided my approach to experiential strategy.”
“Jenny, you are a magician. I am obsessed with your experiential strategy for our foundation.”
Your seat at the table is waiting