Effective May 1, 2026, the event technology provider PAM Events has officially appointed Tanja Menz as the Managing Director of its Berlin operations, marking a significant milestone in the company’s organizational evolution. This leadership transition occurs just months after the formation of The Cue Group, a pioneering franchise system in the event industry, and signals a strategic pivot for PAM Events as it seeks to solidify its presence in the German capital. Under the new management structure, Menz joins the executive tier to support Mike Bertsch, the current Managing Director and owner, who will transition into a broader role as the Chief Executive Officer of both PAM Events and the overarching Cue Group.
The restructuring is designed to provide the executive bandwidth necessary for large-scale strategic development. While Bertsch focuses on the long-term vision and international scaling of the franchise network, Menz has been tasked with the operational and commercial leadership of the Berlin branch. Her portfolio of responsibilities includes the oversight of sales, new client acquisition, process optimization, and human resources. This division of labor reflects a modern corporate approach to the event services sector, moving away from owner-operated boutique models toward a scalable, corporate framework capable of handling the complexities of the 2026 event landscape.
A Strategic Leadership Transition in Berlin
The appointment of Tanja Menz is widely viewed by industry analysts as a calculated move to infuse PAM Events with high-level hospitality standards and rigorous operational discipline. Berlin, as a global hub for conferences, trade fairs, and cultural events, demands a level of service that transcends traditional technical equipment rental. By hiring an executive with a deep background in the luxury hotel sector, PAM Events is positioning itself to bridge the gap between technical execution and premium client relations.
Mike Bertsch’s transition to the role of CEO allows him to distance himself from day-to-day administrative tasks at the Berlin site to focus on the "The Cue Group" master brand. As the architect of the merger that created the group, Bertsch’s primary objective is now the expansion of the franchise model. The delegation of Berlin’s management to Menz ensures that the company’s largest and most high-profile market remains under the stewardship of a leader focused exclusively on regional growth and service excellence.
The Professional Trajectory of Tanja Menz
Tanja Menz brings over 15 years of specialized experience in the hospitality and event sectors to her new role. Her career is characterized by a steady progression through some of the most prestigious institutions in Europe. Most recently, Menz served as the Director of Group & Event Sales at the Hotel Adlon Kempinski Berlin, a landmark institution synonymous with luxury and high-stakes international diplomacy. Since joining the Adlon in November 2015, she progressively assumed greater responsibilities, eventually leading a multi-person team responsible for the execution of high-profile galas, state visits, and corporate summits.
Prior to her decade-long tenure in Berlin, Menz honed her expertise at The Dolder Grand in Zurich, a facility renowned for its uncompromising standards in the Swiss hospitality market. Her earlier career also included a formative period at the Ramada Plaza in Basel. This background provides her with a unique perspective on the "customer journey" within the event industry. Unlike traditional technical directors who may focus solely on hardware and logistics, Menz’s experience emphasizes the emotional and service-driven aspects of event production, a core tenet of The Cue Group’s "Premium" branding.
The Genesis of The Cue Group: A New Franchise Paradigm
To understand the significance of Menz’s appointment, one must look at the broader context of The Cue Group’s recent emergence. Founded on January 1, 2026, The Cue Group is the result of a strategic merger between B+B Events and PAM Events. Headquartered in Wiesbaden, the group was conceived as an "Event Creator Network," aiming to disrupt the fragmented event services market through a standardized franchise system.
Currently operating with a workforce of 90 employees across locations in Mainz, Berlin, Munich, and Dusseldorf, the group has set an ambitious ten-year target: the acquisition of 500 franchise partners. This model is a rarity in the event technology sector, which has traditionally relied on independent local providers or massive global conglomerates. By creating a franchise system, The Cue Group aims to offer local entrepreneurs the backing of a major brand, centralized procurement, and standardized quality protocols, while maintaining the agility of regional operations.
The service portfolio of The Cue Group is intentionally broad, covering everything from high-end audiovisual technology and catering to trade fair construction and full-service event agency work. This "one-stop-shop" philosophy is central to their mission of setting a new benchmark for quality in the industry.
Chronology of Development and Future Milestones
The timeline of PAM Events’ evolution reflects a rapid acceleration of business activity following the post-pandemic stabilization of the European event market:
- January 1, 2026: Official launch of The Cue Group following the merger of B+B Events and PAM Events. The franchise system begins its first phase of recruitment.
- Q1 2026: Integration of core processes across the four primary locations (Wiesbaden/Mainz, Berlin, Munich, Dusseldorf).
- May 1, 2026: Tanja Menz officially assumes the role of Managing Director at PAM Events Berlin.
- May 10, 2026: Public announcement of the new leadership structure and the group’s international growth strategy.
- 2026–2036: Planned expansion phase targeting 500 franchisees across Europe and beyond.
The appointment of Menz is the first major personnel announcement since the group’s inception, signaling that the "stabilization phase" of the merger is complete and the "growth phase" has begun.
Industry Implications and Market Analysis
The move to appoint a Managing Director from the luxury hospitality sector into an event technology firm reflects a broader trend in the 2026 meetings, incentives, conferences, and exhibitions (MICE) industry. As technology becomes increasingly commoditized—with high-end LED walls and spatial audio becoming standard—the true differentiator for companies is the quality of service and the seamlessness of project management.
Berlin’s event market is particularly competitive. With the city hosting thousands of international events annually, the demand for "Premium" services is high. By installing Menz, PAM Events is signaling to the market that they are not merely equipment suppliers but strategic partners capable of managing the complex human and logistical elements of a production.
Furthermore, the focus on Human Resources within Menz’s remit addresses one of the industry’s most persistent challenges: the skilled labor shortage. Her experience in leading teams at the Hotel Adlon, where service standards are among the highest in the world, suggests a focus on internal culture and talent development that could give PAM Events a competitive edge in recruiting top-tier technicians and project managers.
Official Statements and Vision for the Future
The leadership at PAM Events has expressed high confidence in this new organizational direction. Mike Bertsch emphasized that the selection of Menz was driven by her proven ability to maintain team cohesion and deliver exceptional results under pressure. "Tanja Menz is the ideal fit for this position," Bertsch stated. "She has proven that she can hold teams together even in difficult times and lead them to extraordinary results. She knows the Berlin event scene perfectly. With her, we are sending a clear signal: we are growing—and we are growing with the right people."
For her part, Menz has embraced the challenge of scaling a relatively new franchise brand in a saturated market. "I am taking on this role with great anticipation," she remarked. "What PAM Events and The Cue Group intend to do is nothing less than setting a new benchmark in the event industry—nationally and internationally. To be part of this vision and to fill it with life at the Berlin location is a task I am very much looking forward to."
Conclusion: Setting a New Benchmark
The appointment of Tanja Menz at PAM Events is more than a routine change in management; it is a structural reinforcement of a business model designed for aggressive expansion. By separating strategic CEO duties from regional operational management, PAM Events is preparing for the logistical demands of a 500-partner franchise network.
As the event industry continues to evolve toward integrated, high-quality experiences, the synergy between Bertsch’s strategic vision and Menz’s operational expertise from the luxury sector provides PAM Events with a robust foundation. The industry will be watching closely to see if this "Premium" franchise model can indeed redefine the standards of event creation across Europe over the coming decade. For now, the Berlin office stands as the flagship for this new era, with a leadership team that combines technical heritage with world-class service standards.