Crackerjack was formed in 1990 by Pam Glaser, who had recently emigrated from South Africa, where she was one of the youngest marketing managers of Sun International, a global casino group and owners of Sun City.  

The Farmers Santa Parade soon became Crackerjack’s first annual event, which it ran every year since, while adding an array of diverse new clients. These included corporate, award, charity and festival events, including an annual Irish Festival, Buskers Festival and every major sport homecoming, from All Black Victory to the America’s Cup ticker tape parade through Auckland.  

Crackerjack has established a reputation for delivering more than it has promised. This is shown in the loyalty of clients, who on average have stayed with Crackerjack between 15 and 25 years. 

The supporting team are “her girls”, the relationship being of Pam the mother (and a rather demanding one) and her daughters. And the quality of their work reflects this relationship. They genuinely love what they do and love getting in and amongst all the action as the team prepares to execute someone’s dream event.   

Uncompromising quality drives the team culture. A small example would be the event in a sports centre where cabinets filled with silver trophies made up the backdrop for the evening.  

These were black from years of neglect, prompting Pam mere hours before the guests arrive to call in a team of teenagers and a gallon of Silvo to shine up the trophies while others cleaned marks off the walls.  

Even the client thought this was madness, but the demands were made not by a client but by Pam’s personality which just couldn’t bear guests taking photos that showed blackened trophies in the back.


Pam Glaser

Founder and Managing Director

A client once described me as having ‘the precision of a general and the delicacy of a diplomat’. Events add so much to my life. It gives me those incredible ‘high’s’ and joy, while at the same time challenging me to my limits. Events have the ability to create life long memories, another reason why I love the events industry. The only profession for me!




Vanessa Black

Event Manager

As an Event Manager, I am passionate about bringing people together and creating memorable experiences that will stay with them for a lifetime. I love seeing the joy on people’s faces as they reunite with loved ones, make new connections and immerse themselves in the happy vibe of events. I thrive on the challenges and excitement that come with event planning. From brainstorming ideas to executing them flawlessly, every step of the process is a thrill. Whether it’s coordinating with vendors, managing budgets or ensuring every detail is perfect, I am dedicated to delivering an exceptional experience for my clients and their guests. As a Event Manager, I am not just a planner, but a storyteller, bringing to life the narratives that make each event unique and special.

Jess Higueras

Event Manager

Jordan Walton

Event Coordinator