FOC Events runs its outreach and its operating spine on ASM Command.

FOC Events is Josh Griffiths' NYC catering, staffing, and complex event-licensing firm. Jason built and trained the ASM Command deployment that runs FOC's outreach and operating spine. ASM Command is Jason's productized AI operating system for hospitality and events businesses.

Josh is also on Jason's Friends page as a referral partner.

The problem

NYC event work is a high-volume, high-complexity operation on top of a small team. Every activation has a different venue, a different sponsor, a different license question, and a different staffing plan, and every one of those has to be scoped, priced, permitted, and staffed at speed. The outreach that keeps the pipeline full has to happen in parallel with the operations that deliver the events already booked. Small firms hit a ceiling where they either drop the outreach and stop growing, or drop the operational discipline and start losing events.

FOC needed a system that ran both lanes at once.

What Jason built

A full ASM Command deployment at FOC covering the outreach and the operating spine at the same time:

• Automated outreach at volume to venues, planners, brand marketers, and repeat clients on a cadence FOC does not have to manage manually
• Data capture turning every inquiry, referral, and reply into a structured lead
• BEOs drafted from intake data for operator review
• Proposals generated with the pricing and scope FOC actually charges
• Staffing plans matched to event scope, roles, shift lengths, and rates
• Sourcing plans covering rentals, catering, bar, and equipment

The outreach layer keeps the pipeline moving. The operating layer makes sure the events that book actually deliver without burning out the small team behind them.

The result

FTE-equivalent capacity added at FOC without hiring an SDR or a full-time coordinator. Outreach volume that a two-person firm cannot sustain manually, plus operating documentation that stops being blank-page authorship every single time. The system is trained against how FOC actually works, so what comes out is on-brand, on-spec, and on-price.