Prim Event Rentals acquired by Divinity Event Productions

Prim Event Rentals, Phoenix, a provider of event rentals and design across the Southwest, has been acquired by Divinity Event Productions, Phoenix. The company will now operate under the name Prim by Divinity.

The company said the foundation of Prim remains the same, with Maureen Harkness, CERP, serving as president of Prim Event Rentals, working alongside Divinity’s CEO, Jaime Figueroa, and Melissa Weihert, director of operations. All Prim staff will remain in place to ensure a seamless transition and continuity of service, according to the company.

“This partnership represents the evolution of what we’ve been building toward for years — growth, collaboration and limitless creative potential,” said Harkness, who also serves as American Rental Association (ARA) Region Seven director. “Our clients can expect the same trusted team, same high-touch service and same attention to detail they’ve always known, now backed by Divinity’s production, lighting and fabrication capabilities. It’s the same Prim our clients know — only better.”

Under this new structure, Prim Event Rentals joins Divinity’s network of brands, which includes Divinity Event Productions and Linens by Divinity, while maintaining its own identity, operations and client-facing experience. Both companies will continue to operate independently and plan to collaborate on select productions and cross-promotional initiatives in the future. In addition, both brands will continue to operate from their existing facilities, and each will maintain its own website and client interface.

Lara McDonald, founder of Prim Event Rentals, will remain connected to the brand in a consulting capacity. “Lara’s creative legacy is foundational to Prim’s identity,” Harkness said. “Her artistry, relationships and design perspective will continue to inspire how we approach every project moving forward.”

Prim said that as part of Divinity Event Productions, it will have access to expanded inventory, enhanced production resources and new opportunities for creative collaboration.

“We’ve always believed that the best events are built on trust, creativity and collaboration,” Harkness said. “Now, we have an even stronger foundation to bring those values to life for our clients.”