About Us


Swarmm's most well-known event, The Shamrock Shuffle, is undoubtedly Milwaukee’s Largest St. Patrick’s Celebration.  During the Shuffle's 9th Year this past March, the event safely brought together over 10,000 attendees from 27 different states to celebrate on 4 Streets in Milwaukee.  The 500 person Jig Jog 4K run also happens on this same day. Swarmm had its 5th Annual Milwaukee Taco Fest at State Fair park selling out to 2,000 attendees and then sold out Milwaukee WingFest in September at State Fair Park with 1,500 attendees. 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 2,500 attendees this past year and has added Madison for a second year in 2018.  Swarmm also is also the organizer of the Milwaukee Oktoberfest; a 3-day festival full of live German music, vendors, beer, and food.  Milwaukee Oktoberfest celebrated its 9th year as the first event to be held on the Plaza outside of the Fiserv Forum.  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. Swarmm also created the Cream Puff 5k and the Young Milwaukee Holiday Gala.
 
Swarmm Events and its participants have given back $115,300 to local charities over the past 9 years.

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 $115,300 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; Mo Crosby, Event Coordination and Marketing


​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.


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 partners and I love pushing the bar with design. I have such a passion for creating things, 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, being the first to find the cutest puppy videos on the internet, and making her cat Instagram-famous.

Mo Crosby

ASSISTANT EVENT COORDINATOR 

Mo grew up in Sullivan, Wisconsin and has always had a passion for events, whether it was planning them, attending them, or promoting them. She got her start in Milwaukee through the service industry, and learned a lot about what it takes to put successful events together. 

"Swarmm is a place where there is an endless potential for growth within the company as well as the city of Milwaukee. Anyone that knows me knows that I am constantly working because I love what I do so much, and Swarmm has become the perfect place for me!"

Mo is always the life of the party, and is most likely the loudest in the room. She enjoys fishing on the Mississippi River, attending music events, and eating.