About Us


Swarmm's most well-known event, The Shamrock Shuffle, is undoubtedly Milwaukee’s Largest St. Patrick’s Celebration.  During the Shuffle's 7th Year this past March, the event  safely brought together over 9,000 attendees from 27 different states to celebrate on 4 Streets in Milwaukee.  Every December, Swarmm Events organizes the 12 Bars of Christmas, a "drink-for-a-good-cause" event benefiting Hunger Task Force, Inc. which had over 1,500 attendees this past year.  In addition to the Shuffle and 12 Bars of Christmas, Swarmm also is also the organizer of the 7th Annual Milwaukee Oktoberfest at Milwaukee's Lakefront; a 4-day festival full of live German music, cornhole, entertainment, beer, and traditional German food.  Swarmm has also organized several runs for Charity such as the Irish Jig Jog 4K, Dunkel Dash 5K, Cream Puff 5k and the Chewbarka Dog Walk/Run, all which have benefited charities such as the Hunger Task Force, MS Run the US and the Special Olympics of Wisconsin. Lastly, Swarmm Events throws one of the best New Year's Eve parties in the city, Brew Years Eve at the Milwaukee Athletic Club, which sells out each and every year.  Thank you for your support Milwaukee!!!

OUR MISSION
The goal of Swarmm Events is to continue to expand on events in the Milwaukee market and help create more cultural events for young professionals and millennials to attend, while constantly making sure that we are giving back to our community. Swarmm Events owner Michael Sampson has raised over $96,300 for local charities since 2010, and continues to make charity and giving back to the community one of Swarmm's main goals as a company.

WHO WE ARE
Swarmm Events is made up of owner, Michael Sampson;  Kelsey Lawson, the Vice President of Marketing & Design; and Brittany Novak, our Marketing & Sales Manager.


​MICHAEL SAMPSON

OWNER

Michael Sampson graduated from the University of Wisconsin Whitewater in 2006 with a degree in Political Science.  Upon graduation he came to a path, one which led to law school and the other to head to Los Angeles and try his hand in the talent agency world.  Michael headed to LA and was hired by Endeavor Talent Agency in Beverly Hills, now William Morris Endeavor.  He worked in the reality TV department before getting a job offer to work in production on the show "Sport Science".

In 2008 when the economy tanked he headed back to his home state of Wisconsin.  He began promoting for local bars across the city and loved getting groups together to have fun.  He created Michael Sampson Events, which soon created the Shamrock Shuffle and Das Oktoberfest Pub crawls in 2010.  

Swarmm Events was created while sitting at a bar with a friend in 2013.  Michael continues to focus on selling out every event and expanding Swarmm's portfolio of events while giving back to the community.  He currently lives in Greenfield with his wife Morgan and their 2 dogs Jack and Thor.


KELSEY LAWSON

VICE PRESIDENT OF MARKETING & DESIGN

Kelsey Lawson graduated from the University of Wisconsin Whitewater in 2014 with a degree in Art and Advertising. Without her, Swarmm would be a bland brand. She is responsible for any graphic, tweet, post, photo, advertisement, and everything in between that you may see while scrolling through Facebook or even on a billboard downtown Milwaukee!

"I really have found a home with Milwaukee and with Swarmm. Michael and I balance each other out as a business and I love pushing the bar with design in the city. I have such a passion for creation and imagination, and I'm proud to be such a valuable asset to this innovative company!

When Kelsey isn't glued to her computer keeping you all up-to-date with Swarmm, she enjoys taking pictures, painting, cooking, and being the first to find the cutest puppy videos on the internet.


Brittany Nov

MARKETING & SALES MANAGER

I grew up in my "family" restaurant working with my mom and grandma, treating people and taking care of them as they were family, because to me, they all were.  After working at the restaurant and on roller-skates at Sonic, I went on to the Sales field. I managed a booth in the Expo Center at State Fair 3 years in a row as a Sophomore, Junior and, Senior in High School working for a company that owned a good percentage of the booths in the Expo Center. This was where the "Big Dog" of a new Mattress company in our city scouted me and gave me my first sales job!

After 4 years of sales, I picked up various jobs in the Service industry , working at places such as Suite, Buckheads, Ugly's, Red Rock, Oak, Carsons, Lucid, and Matador. Here in the service industry is where I found a passion for Marketing.

​I am excited to start my journey with Swarmm Events!