If I were him, I'd skip the shm, just use the effort and the money to put put PR's whenever something significant warrants it.

A shm is a cool "party" and euphoric to be an attendant, those there can report events, quote this and that, but a PR to the wires, reaches the market, not just message boards.

He is not required in the pinks to hold an annual....not to mention about 30 days notice is required....nuff said.

Effective communication to reach the masses at the least cost, is the way to go...imo.