All Sounds Great, But Why Tonic?

Our expertise comes from our first-hand experience in the live event ecosystem and in growing small accounts to large accounts and small offices to large offices. Yup, we have been there and done that.   


Who We Are

Bill Boris-Schacter, Founding Partner

Bill has never taken the expected route.


After graduating cum laude from law school (New England School of Law), he joined a slide making company (The Slide Center) and among other things, developed a new process for making special effects slides while also acting as their corporate attorney. He then joined a small events production agency (Image Presentations) and created procedures and best practices while producing meetings for numerous corporations. Finally, he joined a marketing agency (Jack Morton Worldwide) and led their global operations and client finance within a publicly-traded company.


Along the way he:

  • Produced a 45 projector slide show. 
  • Lived and worked a year in Sydney, Australia. 
  • Played Stormy Monday with Dickey Betts .
  • Re-organized a manufacturing facility to be profitable for the first time in three years. 
  • Developed, pitched, and won business using a myriad of pricing models. 
  • Consulted with management personnel across the globe to optimize their operations. 
  • Spent months in Beijing, China to save a complex project from derailing. 
  • Made a three point shot at the buzzer to win the game…multiple times. 
  • Developed a preferred supplier program that saved clients millions of dollars.
  • Led an office from 7 people to over 125 people. 
  • Raised two great kids in partnership with his amazing professional wife. 
  • Traveled to over 33 countries.
  • Reviewed and edited hundreds of contracts.

Bill will be happy to share stories about any or all of these experiences.  But the point of this Bio is to help you understand how Bill can help you. Bill is an excellent partner, with hands-on knowledge and quick insights. He listens acutely, responds with honesty and clarity and implements his recommendations with energy and compassion. His passion is creating efficient operations leading to increased margins and resulting in healthy, growing organizations. He has done just this across multiple organizations for his entire career and looks forward to doing it with you.

Lindsay Grinstead, Founding Partner

 After graduating from the University of Florida with a BS in Public Relations and Psychology (guess which one she uses most today!), Lindsay moved to San Francisco for fame and fortune in the PR industry.  Instead, she discovered the amazing world of experiential marketing and joined Jack Morton Worldwide, starting as low man on the totem pole and growing into an SVP, Sr. Account Director, consistently growing and managing the largest book of business on the West Coast. 




Along the way she:

  • Earned her MBA at Pepperdine University - while working full time.
  • Met her husband while cycling the MS Waves to Wine ride in Sonoma.
  • Hosts a weekly sports podcast called Girls on the Sideline.
  • Managed a simultaneous roadshow of 58 separate events in 37 different cities reaching over 10,000 sales reps...with a 3 week lead-time.
  • Learned how to snow ski, wakeboard, cycle and earn splat points!  (Just ask!).
  • Consistently had YOY growth of 100%+ on multiple accounts.
  • Rode an ostrich.
  • Awarded numerous industry accolades including an Effie, Exhibitor, Pro-Award, twice won the “Grand Jack”, the highest honor at Jack Morton Worldwide & her peers selected her as "Most Passionate".
  • Recently moved back to Florida to raise a family and spread her wings as an entrepreneur and business owner.
  • Proud member of the 2018 Leadership Tampa Class!

Lindsay understands the challenges in finding and winning new business and how to organically grow business.  She expertly navigated Fortune 500 companies, maximizing opportunities for revenue growth.  She is skilled in client management and brings a calming, positive demeanor to the teams she manages – no matter how challenging the circumstance!  She works hard but you will no doubt have some laughs, a glass of wine and a few Gator football conversations along the way as Lindsay helps your agency grow and achieve its next level of success!