The mentors at The Annabelle Project aren’t just any event professionals – they’re the crème de la crème of the industry. They’ve pulled off some of the most talked-about events, bagged prestigious awards, and built networks that even the most seasoned professionals would envy.
Principal and Chief Wonderer Level Up Event Strategies, LLC
Coming out of college, I was fortunate to get a job with one of the big eight accounting firms – Arthur Andersen (Today, there are maybe four, and Arthur Andersen is Accenture.). I was on the consulting side, versus the accounting side. I soon discovered though, that “consulting” was actually management systems consulting, a term for software development. Arthur Andersen had a great training program, and I knew it couldn’t hurt to know software. But over a couple of years, I realized I wasn’t happy staring at a screen all day; I needed something with more variety and interaction with humans.
It happened that a friend from Arthur Andersen had taken an information technology job with a trade association in Washington, DC, the Food Marketing Institute (FMI). I told him it was time for me to explore a new career path, and he said that FMI’s conventions group was looking for a sales manager. I knew nothing about events, trade shows or associations, but I went for an interview, hit it off with the hiring manager (he graduated from the same school), and have been a part of the events industry ever since.
I enjoyed the work right away. FMI represented the supermarket industry – a fun and relatable industry for me. I worked with big companies like Coke, Anheuser-Busch, Kellogg, Borden and NCR (National Cash Register). It was fascinating and fun. Every trip to the grocery store was a work study mission. Before long, I realized I could both enjoy and grow in a career in events. As I learned more, I became more excited to realize that it was almost an “invisible” industry. People were just not aware of this industry, and that it was successful and growing quickly. It felt like an adventure, and an opportunity to impact a younger and evolving business. I worked my way up to Director of Sales and built a full sales function and team. We grew the trade show to the Top 10 largest trade shows in North America by exhibit area size.
The vast majority of my career has been with trade associations, but I did spend almost a year with a for-profit events organizer where I took entrepreneurial action to launch a new division. I wanted to offer managed services to trade associations, primarily in the DC area. This approach ultimately did not align with the organization’s revenue goals, and I returned to associations to merge my “for-profit mentality” with my values of delivering at a high quality level and serving the needs of the industries that associations represent. I became Vice President of Conventions for the Personal Communications Industry Association (PCIA), which represented wireless telecommunications. PCIA wanted to grow a fairly new trade show. This was the start of perhaps the wildest ride in my career. We tripled the size of the event in 3 years, surpassing another show that had served the cellular industry for many years. We also launched a trade show in Singapore, the association’s first presence overseas.
Just as things were taking off, I was recruited for the top conventions role at NAB. This was, and still is, one of the premier roles in the events space. The NAB Show, which covers the entire spectrum of media and entertainment, has perennially been among the top five or six trade shows in North America, and is among the two most important technology shows on the continent. I landed the job after two tries, and as VP of Conventions, ran all aspects of trade show production – sales, marketing, operations and education sessions (700 a year). In 8 years, I was promoted to Executive VP and given revenue-generating responsibilities. Interesting things we did:
As a leader, I believe in the inverted pyramid – I’m not at the top of the hierarchy, but at the bottom, and my job is to support the team. I ensure they have the tools, information and support they need to do their jobs to the best of their ability. Beyond that, I foster a transparent and honest working environment; everyone must feel that no question is too trivial, and we want honesty with one another about what is working and what isn’t. It is not about assigning blame; it is about sharing information so we can solve problems and get better. I am an “open-door,” always accessible manager. Also, organizations that embrace a culture of “failing fast” are not only going to succeed more than those that punish mistakes, but they also create a culture that values people, ideas and fun. This applies to the small things, in the day-to-day-work, as well as the large.
It is exciting to connect people to people, products and information. We are facilitators and catalysts for innovation, with a mission of driving growth in the industries we serve. Trade shows are enormous drivers of economic value, which is often underappreciated. Each NAB Show drives more than $2 billion in economic activity in the industry; and several hundred million dollars of economic value to the local community. The other aspect that gets me up every day is that I work with great people, and help them grow as individuals and in their career. What we do to positively influence the lives of others is what matters. If we can touch even one life in a good way, then we have worth. And I have learned as much from my team as they have learned from me. Our work depends on close teamwork.
Lastly, there is nothing more exciting than the opening day of a trade show. It is when you see the fruits of your labor come to life – thousands of people coming together, creating a buzz, an excitement, and then flowing into an exhibit hall to see exhibitors. In this business, we work with the ultimate deadline – it cannot be moved, which creates stress, but the satisfaction of seeing everything come together according to plan is unique.
I’d like to offer a lesson learned and some advice to the next generation. There are few things as important as the ability to communicate, verbally and in writing. Be able to express your ideas in a succinct and persuasive way. And share your ideas. Younger professionals hesitate to speak up in meetings; they may feel inexperienced, insufficiently knowledgeable, or too junior, perhaps. We can’t know what you bring to the table if you don’t express your thoughts. It is better to speak and engage than remain silent. We are all in the sales business. We sell our ideas every day, personally and professionally. Those who are better at it are the ones who stand the better chance of success.
Account Executive, Informa Connect
My first job in the workforce was door-to-door sales of cable services. After 3 years, I signed on to a medical education start-up and when a colleague there left and became head of a healthcare nonprofit a year and a half later, I was recruited by them. That is where I was introduced to the event industry. I started as a membership coordinator and registering attendees, then added concierge services for attendees and helping internal staff with the shows.
After 7 months, I moved to sponsorship packages and exhibit space sales for 4 events, one of them international, and over time, my sales responsibilities expanded into digital and print media advertisement spaces and deals on webinars and web series. I majored in History and English in college – the degree helped me get a foot in the door, and my studies helped me be inquisitive. Being successful in sales with such a broad array of products meant I had to learn on the job by talking to my peers and customers, especially the ones representing smaller businesses. I picked their brains, formed relationships, and for 4 years, collaborated to arrive at solutions that gave them value for their investments.
At first, I took events and events sales for granted. I moved on to technology sales and realized that I wasn’t building long-term relationships because selling technology was a single sales event. I missed the satisfaction of getting to know customers, developing relationships, and seeing them year after year at annual events. Remembering the clients and businesses I got to know when I worked on shows, I reached out to an events company that had food service events, applied, and got the job.
Events give me a communal feeling. On the show floor, I strike up conversations with attendees and introduce them to exhibitors and sponsors when I discover common interests. I give advice to attendees on new products and serve as an ambassador for exhibitors. When they ask for changes, I advocate for them. Sometimes, I even introduce attendees to other attendees — we may meet after the show for a drink or bite to eat, and some of them have developed friendships. I enjoy seeing events from the “big picture” perspective, that it’s one whole event coming together as a sum of many parts. I feel I’ve contributed to the overall success of the shows. I also like the ability to travel and meet people, there’s nothing repetitive. But I’m most proud of the key relationships I’ve built. I’ve stayed in touch with former clients, and some will be life-long friends.
My approach to client development is to be diplomatic in a collaborative way with everyone, of any age. I learn from all of them, their life experiences as well as their careers and work. Everyone has inherent value. I’m proud that I’ve met the company’s financial goals during COVID by pivoting with sponsors to provide more education digitally, creating education series, designating thought leaders, and suggesting year-long exposure. I listened to what sponsors wanted in terms of cutting through the noise to get through to their audiences. The industry is education-oriented; they knew not to be salesy, and I worked with the education department to validate the integrity of content and messaging.
I believe in mixing old school and new school. Dad worked all the time, and in the same vein, I try to be available to clients even outside of business hours — after all, I’m asking for a lot of money. On the other hand, I also believe in taking time to decompress. I like hanging out with friends and playing basketball, so when I show up for work, I can be my complete self.
I have a few thoughts to tell the younger generation:
Executive Vice President of Growth, eMerge Americas
I am a second-generation trade show executive. I remember that at an early age, I walked the aisles of arts and crafts shows with my dad, not fully understanding what was going on but enjoyed the experience, nonetheless. My dad never pushed me into any particular career, including trade shows, but he was a fabulous mentor.
In school, I didn’t think I’d end up where I am today. I went to the University of Florida, on track for law school, and took the LSAT, wanting to study international law. My senior year, a pre-law professor whom I adored, urged me to think about what I really wanted, suggesting that I not immediately jump into the law. Instead, she suggested I get a job, and if I were still passionate about the law I could always go back and pursue it later. In reality, I was always a high-achieving student, and I needed a break from the academic setting, so I got a job. Enterprise Rent-a-Car recruited me out of college; it has the top first or second business management program in the country. There, I got a ton of real-world experience. I was 22 years old and ran my own branch of 10 employees, a fleet of cars, and had responsibility for profits and losses. After 18 months, I decided retail wasn’t for me.
Then Dad said, “I don’t want to influence you any one way, but I think you’d do really well in my industry.” He said I had the right personality, so I gave it a try. I got a job with Hanley Wood (now Informa), in Dallas. I moved myself from Florida to take an exhibit and sponsorship sales position, selling events in the construction industry. It was not a good time to be in construction; it was the housing crisis of 2007 to 2009. Well-established shows were disappearing overnight or struggling to stay afloat, and companies were going out of business. Cutting my teeth in trade show sales, this was a huge learning experience for me. It was tough but I did well, got promoted, and survived.
A pivotal moment was the next job — definitely a stretch now looking back on it. Jenn Hoff, President of NTP called to say they needed a new director of sales to manage a portfolio. Up to then, I had only managed one show but Dad said I’d be fine. I interviewed, got it, and moved to DC with a packed car. NTP was a game changer in my career for many reasons. I worked really big shows, they were among the top 30. Then Bob Harrar, the Founder & CEO of NTP, tapped me to head up sales for the company’s proprietary events and new launches. This took a different skillset. It was super fun work, it got me jazzed. We failed miserably with some of our launches, but we learned from them – others thrived and still around today.
Our COO, Karin Fendrick, believed in me, was incredibly supportive, and took a lot of chances on me. I was in the trade show industry 4 or 5 years when the vice president of sales stepped down. Karin gave me the job to manage 15 events. NTP got me a mentor, Dan Cole, who was my sounding board. We met whenever I was unsure about anything — employee questions, the events – and he gave me a lot of confidence by affirming and validating what I was doing. He told me to trust my instincts. That was the turning point for me. I had an established career. I liked what I did, and I could continue to grow and learn. I’m still doing new things, branching out (I’ve added marketing to my job at eMerge Americas).
But life has a way of throwing you a curveball sometimes. In 2015 my husband got a great career opportunity in Florida. Even though NTP was tracking me for an executive position, we decided to go to Miami, and I would focus on my young family. So, I resigned and started a consulting business that lasted 7 years. It was a huge decision and a big risk to go out on my own and try something completely different. Ultimately, it was incredibly rewarding and I thoroughly loved turning shows and teams around, bringing them back to profitability and productivity.
I consulted with eMerge Americas part time at first and slowly, my involvement grew into a full-time position. Now, I feel I’m doing the best work of my career. The team is amazing, the work is challenging, we have lots of aggressive growth goals and we’re hitting them. I‘ve realized that I like launching shows more than sustaining mature ones. It’s harder, but more rewarding. I’m more willing to take risks in the self-discovery phase, when new or young shows are looking for their place in the market. eMerge is there and now we are scaling, the second phase. It’s entrepreneurial, it still feels like a young company, and I’m surrounded by talented people.
I try to empower the team because that was a positive influence in my own professional journey. I pick smart, driven people and let them run with it. In marketing, I know my teammates’ strengths and my weaknesses. As a company we set high expectations, called B.H.A.Gs. (Big Hairy Audacious Goals). It’s important as a leader to set big goals, set the bar high, and work hard to get everybody behind them. We must make the impossible possible. We often say, “teamwork makes the dreamwork”.
Here are three thoughts for the next generation:
Senior Sales Manager, National Association of Broadcasters (NAB)
I started my career in the media industry as an intern at my local radio station – Radio One/Urban One Inc. I was majoring in Mass Communications, Creative Advertising at the time, so this was a perfect alignment! I stayed with Radio One and became a Local Sales Manager where I worked directly with clients and sponsors to promote their message through radio ads, digital advertising, and major sponsorships at our events. I left Radio One to expand my career beyond local radio. I now hold the role of Senior Sales Manager at National Associations of Broadcasters, where I work directly with radio and broadcast sponsors to maximize their presence within our two major broadcast trade shows and digital platform – NAB Show, NAB Show New York, and NAB Amplify through exhibit space, sponsorship, or advertising.
I always knew I wanted to work in the media and events space, but it wasn’t until I interned at Radio One that I realized I loved putting together creative activations at events and seeing them come to fruition (through sponsorships and design). I knew from that point forward that my career would be in this industry. It’s been especially rewarding because I have been recognized for my efforts in a field of my choosing. At Radio One, I was awarded Presidents Club Winner in 2017 for sales excellence. In addition, I have completed leadership programs that have been extremely beneficial in my career development such as Virginia Association of Broadcasters Best of the Best and NAB Leadership Development Program.
The leadership programs have helped me put in perspective my work style and the business needs of my organization and my bosses. I have a rather independent role that requires my supervisor’s trust and my discipline to meet my sales budgets. Without effective two-way communication and transparency with management, I can’t do my job. With this trust and independence, my team and I have created a lot from new ideas. I’m proud of the work my team and I put in to execute a large-scale event. Each year we find innovative ways to draw attendees and exhibitors to the show and it’s amazing to see it all come together live. Our shows are equivalent to our Super Bowl – it’s a huge deal!
To the next generations of professionals, I always recommend speaking up for yourself! Soak in as much knowledge as you can while also challenging the norm. Don’t be afraid to push back and voice your opinion if it matters.
Event Director, RX Global
I went to school for accounting. I thought it was practical because I wanted to run my own business one day, though I didn’t know what kind of business or exactly what I really wanted. Accounting seemed like a safe option, instead, an accounting job after school made me feel stuck. I’m a creative person and I wanted to be the person making the budget decisions. I decided to take a temporary job to get more exposure and experience, and to give myself time to think about the direction I wanted to choose.
I ended up finding a job at an association management place called Smith Bucklin. On the phone, I answered callers’ questions. The more I learned about the association, the more I learned about its tradeshow. Callers wanted to know how to renew their memberships so they could get admission into the show. I didn’t know what the big deal was about the event nor what a show really was, but I was intrigued. I began to help anywhere I could. I stuffed give-away bags, helped with registration questions, made badges, and helped with random marketing pieces. Before I knew it, I was working full time for the largest beauty tradeshow in the nation, America’s Beauty Show. My duties expanded to selling exhibit booth spaces and sponsorships, creating exhibitor manuals, registration, marketing and setting up conferences. I learned that running a show was just like owning my own business and I absolutely loved it – it was just thrilling.
Twenty-five years later, I’m an Event Director for two manufacturing shows. Over the past decades, I have learned a lot. The industry is big, it’s given me a lot of growth and accomplishments. I grew a show from 100 exhibitors to 400 exhibitors within 4 years. I created unique sponsorship opportunities that are now used in other shows. I have won awards like the Fastest 50, recognizing the top 50 fastest growing shows in a particular year.
My management style is pretty laid back, and I am big on communication and being open about successes as much as failures. I manage a team of 10 folks, and I make myself available to them. I believe in rewarding a job done well. I love my team; I love the industry I represent. I’m proud that we provide a space for the manufacturing sector to show off its products, and connect companies to new business. I have made a ton of connections that have become lifelong friends.
Some lessons learned and advice I would like to pass to the next generations are:
Global Head of Value Creation and Strategy, The Operating Partners Forums, PEI Group
I got my start in shows when I was 13, supporting sales and event production for sports teams and organizations. I read Mark McCormick’s biography (founder of IMG, one of the first sports agencies). He was a visionary in his time, planning to place athletes he represented in events he created, where there would be sponsors and product endorsements. Here were all of my interests — sports, events and making money – colliding. The combination became the basis of my career, organizing events in the sports world. I was so fortunate to be surrounded by tremendous mentors and advisors. I got to know owners and managers, and received sales training from professional trainers. I learned everything from grassroots marketing to television production; and detailed operations planning and staffing to executing the event.
I graduated from The Pennsylvania State University (Penn State) with a degree in Management and Organizational Behavior, and a minor in Event Management. Here, I secured my first internship, which in 1991 was a rare opportunity not easily found without internet, for the Newport Beach Dukes of the World TeamTennis League. It was followed by stints with the Hoop-It-Up 3-on-3 national basketball tour, and then to conferences and trade shows. I was awarded an MBA in Marketing from Gabelli School of Business, Fordham University, in New York City.
My time there coincided with my launching a technology event that grew into a 3,000+-attendee, 250-booth trade show. The journey I took as a solopreneur opened my eyes to the incredible and huge world of face-to-face events. I wore all the hats from content production, speaker recruitment, and operations to marketing, sales, and attendee acquisition. With the growth and sale of this event, I was honored by the industry for my accomplishments, including three of the prestigious “Fastest 50” award, for being among the fastest 50 growing events in North America. Where else can you have a crazy idea and turn it into a living, breathing, vibrant marketplace? The show had a successful 20-year run, and then Hurricane Sandy put an end to it. And just like that, a new phase began. After several consulting opportunities, I was able to bring all these skills together in my current role.
Having done all the aspects of a show allowed me to have a greater understanding of what my colleagues dealt with, and allowed for much better communication and teamwork, traits I found valuable on the basketball court, and I still find critical to building a proper culture. My management style is collaborative. While someone must make the final decision, I like to hear all viewpoints first. To be a great leader is to be a great listener. Every team member brings a unique view of the situation, and the best answers usually are a combination of everyone’s insights.
The way I conduct myself as a professional is influenced by so many people. They have all at one point or another provided inspiration, guidance, and leadership … and the occasional kick in the pants. I will always be grateful to Rick Worden and Bob Shannon who funded what turned into KioskCom, the tradeshow I built and sold. I cannot express enough gratitude to Joel Davis, the first industry insider and expert who validated my philosophy and event and opened his world to me and showed me that I was on to something. To Josh Kampel, David Kirkpatrick, Simone Ross, and Seth Kerker who all invited me into their firms and worlds and took a chance on me.
However, my true mentors have been my parents. My father taught me many things but one that has held and one I would recommend to everyone starting their career path is, “Make sure your resume makes sense, without explanation. Make sure your career journey is understandable easily so they can see your growth.” My mother exposed me to the world of professional sales. She brought me to the feet of sales and revenue generating professionals, who taught me at 13 that everything is a negotiation and everyone is selling something. She gave me insight into the human mind, and had me taking skills and personality profile exams in the 1980’s. The results of those tests, along with many since then, provided me unique insights into areas for professional improvement.
What I love about our job is we create economies. We help companies and entrepreneurs launch businesses, sell products and services, and do so in a fun and exciting way. Understanding how we help others succeed continues to stimulate and motivate me daily. But my biggest accomplishments are the people I have helped grow, personally and professionally. To see them create careers and support their families in the face-to-face event business and pay it forward to others provides me the greatest joy. The ability to make others around me better, and their subsequent success is what I believe truly defines me as a leader.
I find inspiration everywhere and from everyone. In turn, I offer this advice to inspire others:
I’ll leave you with 10 quick thoughts that I always try to remember.
National Sales Director, Discover Puerto Rico
My very first job was as a hostess for a fast-food chain restaurant when I was 14 years old. Between that job and my first hotel job, I worked in restaurants and retail. By the time I went to work at a hotel 29 years ago, it was as an executive meeting manager. My education in Business Management helped me understand how companies make money. At the hotel, I was to help create great events for companies while saving them money. College also taught me how to write and present information to people, and how to think critically. These are skills that I use every day.
I knew hospitality was the industry I wanted to grow in when I heard a guest speaker tell the team about the enormous opportunity to serve others who needed rest. Rest and relaxation are what people pay for when they go on vacation and stay at a hotel. I pretended the hotel was my house. In addition to rest, they wanted to gather and meet others for business, so I fell in love with event planning. Lastly, I learned about tourism and how that helps a destination thrive. Most of my time today is helping meeting planners bring conventions to Puerto Rico. I was born in Kansas and raised in Puerto Rico. My typical day is working from home on the computer, making phone calls, presenting, and traveling to various conferences monthly. I love helping my island of Puerto Rico obtain prosperity through meetings and conventions. I am now in my favorite job.
When I was a Social Catering Manager at the Ritz Carlton, my task was to ensure flawless social events like weddings, birthdays, and anniversaries. The Ritz Carlton has a reputation for quality; everything we did had to meet the corporate standards. Families paid a lot of money to stay at the Ritz Carlton and have us produce their events, so their expectations were high. For every event, there were many moving parts, and I was responsible for making them all come together smoothly and on time. My clients had high expectations, and they deserved top service. My stress levels were high, but I was dedicated to delivering wonderful events. I had an amazing team; every member was professional and knew what they were doing. They knew how to bring all the moving parts together efficiently and cleanly so that our guests had the best experiences.
I would like to say that my management style, cooperative leadership, helped the team as much as the team helped me. I want to be surrounded by people who are smarter than me so I can do my job better. My best mentors have been servant leaders who put others first. They allowed others to take their vacations before they did, they wanted others to grow in the company.
What I have learned from my mentors and hands-on experiences, I would like to pass on to the next generations as they build their careers:
Director, Corporate Partnership and Exhibits, 340B Health
My career path in event planning was not by choice; it was due to a posting for a meeting planner position that piqued my interest. The job description was very interesting, and it entailed traveling, working with all types of venues, and more importantly, I saw an opportunity to network and meet some fascinating people in the industry. My introduction to meetings and exhibits was with the Consumer Electric Show (CES) as a meetings and events coordinator. I gained a great deal of experience from this position and embarked on a career in the Association world as a meeting and events professional that has expanded and grown for more than 17 years. While the hours are sometimes long, especially during conferences or meetings, the result is rewarding.
As time went on, I served as a member of the senior staff and produced successful events in the U.S. and globally, ranging in size from 30 people to more than 5,000 attendees. Over the course of my career, I’ve been active in the events industry and served on customer advisory boards for several cities, and a number of committees.
In addition to being a Certified Meeting Professional (CMP), I am also a Certified Scrum Master (CSM). You may ask, what is a Certified Scrum Master? Scrum masters are the facilitators of scrum, a lightweight agile framework that focuses on time-limited iterations called sprints. These sprints and scrum help teams improve organizational processes. As facilitators, scrum masters act as coaches to the rest of the team. I apply most of the scrum principles to projects to ensure deliverables are met in a timely manner. I embarked upon this during the pandemic when my position was eliminated in 2020. I quickly turned lemons into lemonade by becoming an entrepreneur of home and body products, something I’ve always been passionate about. I continue to do this in addition to my current position as Director of Corporate Partnership and Exhibits.
I pride myself on getting the job done, going above and beyond with a goal of always putting members and clients first in everything I do. I have been influenced by so many knowledgeable industry colleagues and have had great mentors, especially during my 15 years at the American Counseling Association from 2003 to 2017.
There are many things I love about the positions I have held in the past and currently. One in particular is meeting and interacting with people on all levels and backgrounds. The second would be the travel aspect that has allowed me to go to cities and countries I might not have otherwise visited.
Some lessons I have learned is to trust your gut and don’t be afraid to ask questions. One of the quotes I live by from the great Maya Angelou is, “Success is liking yourself, liking what you do, and liking how you do it.”
President, MPH Solutions
I was a marketing major in college and fortunate to have a marketing professor who engaged us in real life marketing disciplines. He took us to the Housewares Tradeshow in McCormick Place in Chicago, and I was immediately hooked. The energy, magnitude and diversity of products being demonstrated, commerce, and comradery between exhibitors and attendees spawned my love for trade shows. It was exhilarating and inspiring to know there was such a career opportunity — and it was all there in front of me. That experience was life changing.
As I have progressed through my career and my network and opportunities have grown, I have often thought the Housewares Show was my winning lottery ticket. Since then, I have been all in. For 30 years, I led a top 20 U.S. tradeshow: the National Restaurant Association Show. I have spoken at international and domestic events including EXPO-EXPO, Professional Convention Management Association (PCMA) Convening Leaders, Exhibition and Convention Executives Forum (ECEF), and Gold 100. I have been active in membership and engagement for the International Association of Exhibitions and Events (IAEE) since 1991, and I was Chair of Major American Trade Show Organizers (MATSO) and Center for Exhibition Industry Research (CEIR).
I have had several specific accomplishments and recognition; here are some of the top ones:
My father started an independent shoe store chain in the early 1960s that lasted into the 1990s. Early on, he instilled in his children a strong work ethic. He taught us the value and necessity of hard work in everything you do and doing it well. We never had an allowance. My brothers and I were required to work in the store from a young age, marking stock, vacuuming, cleaning the bathrooms, keeping the parking lot clean. We later graduated to working with the customers on the store floor. Working in retail, I learned to have a disciplined, positive disposition while interacting with the public. Serving a diverse customer and employee base, one must have a positive attitude and the ability to work with all cultures and personalities. I am a people person and genuinely love convening and meeting people.
Early in my years of managing team members, I had a difficult individual who performed well but was difficult to work with. My supervisor suggested that I recognize him when I see him doing something good. To let him see you appreciate him, she said. Over time, acknowledging his positives when having a difficult conversation with him, softened the criticism and it was received constructively. As it came from a point of developed trust, it was easier for him to accept; and it worked. From then on, frequent recognition of individuals and teams became a hallmark of my management. I would characterize my management style as a blend of coaching and charisma.
I am particularly proud to be able to say,
I would like to share the following lessons and advice I learned in my career:
Founder, President, CEO, and Director of Event Creation, Tomorrow’s Event Productions (TEP)
I grew up on the poor side of town, in a trailer park. I went to a junior college and took business and English classes. I did not go to school for this. I knew nothing about events. Zero. One day, when I was 21, a young woman friend asked me to accompany her to a wedding. It was my first such event, and it was so much going on all around me. I was amazed. And it had a deejay – I had never seen a deejay before and it was the coolest thing I’d ever seen. At the end of the reception, I went up to him and got his card. I called the number a couple of days later, got an interview, and landed a trial gig at a bar. I put my own playlist together. By the end of the evening, I had received a lot of positive comments and a lot of tips. The company helped me get more experience before I could play at weddings.
A year later, I started my own company, providing music, lighting, and other audio-visual services. A year and half later, I bought the deejay company I started with. We played for well-known entertainers, and we were considered a top deejay company in Los Angeles. An event planner with BP brought her VIPs to an event we created for her. She said to just play music, but dancing music wasn’t necessary because no one would dance. By 10:00, everybody was dancing, and the event extended 2 hours past the scheduled closing time. BP became my client for 15 years, and she became my mentor and Mom-friend. She believed in me and helped me to build a 30-year career.
TEP continued to diversify with lighting, sound, A/V, graphics, multi-media, and video services. And we grew to seven full-time and 50 freelance employees with annual revenues in the millions of dollars. We’ve traveled internationally with our clients, serving hundreds of celebrities, government officials, and corporate executives from Fortune 500 companies, supporting business as well as personal events, some as large as 3,000 people, though my sweet spot are the ones with 300 to 400 people.
I attribute this success to first acknowledging that I was an entrepreneur and creating experiences rather than simply putting on meetings and events was my path — I wanted to go with it and go big. It is important to be true to myself, dream big, and let my gift – what I was suited to do — ripple into the world. It feels good to go into a room and create an experience. Second, I have surrounded myself with the best people, who know what they are doing, to produce great events. I know I can’t do everything, so I hire the best people, and let them do their jobs. I create an environment of collaboration, and invite ideas. I treat everyone as an equal and allow employees to be who they are. As a result, all of my clients say they trust me and give me full autonomy.
I know I did my job when the doors open and guests say, “Wow,” and take out their phones. At a wedding back when I was deejaying, an elderly gentleman who was in a wheelchair and appeared to be quite feeble, got out of his wheelchair and danced with the bride. This is a measure of my effectiveness. It’s an honor to be a part of others’ milestones, knowing I am able to bring value, fun and joy; bringing life to a brand or social event. I know I’ve made a difference when clients remind me of memories of events I’ve done with them. I like to look back at the arc of my life, seeing how things started, where I grew up in Hawthorne, a neighborhood bordering Watt and Compton, and thinking about how it might end. I get the biggest rush when I speak to kids from these neighborhoods, show them pictures of my events. They relate in some ways, telling me they were in charge of the balloons at a family party, for instance. And I remember the look on my father’s face when I did an event for his company.
As a mentor, my advice is to be truthful, have a smile, show up on time, bring joy, be light, and you will always work and people will want to be around you. Believe in yourself and your worth. Look presentable, do your homework before you meet with people, show up prepared, have something to say, and be excellent with what you do.
Director of Event and Sponsorship Marketing, The American Institute of Architects
Because of my interest in design, I started as an architecture major at Hampton University, VA; it had a top-notch program in the field. I didn’t realize that the program was geared to incoming students who would have already had some years of drafting experience. I had taken one drafting class in high school, but it wasn’t enough. Two other obstacles arose soon after: there were very few women in the program, and we felt we needed additional skills training; and one professor threw projects on the ground and crushed them, and then questioned our reasons for being in the program. So I thought I’d better change my major and not waste my Mother’s hard-earned money sending me to college.
My mom asked if I really wanted to do architecture. She worked two jobs to put me through college and she said the funds would only be enough for four years. More than the practicality though, was that she knew me. Architecture involved a lot of alone time, but she knew I was a people person. I had to find something that combined my interests in creating and participating while adding to the bottom line (I had aspirations of one day being a CEO, of running my own company.). So, I switched to marketing and have been in marketing and sales ever since, in both private and public sectors. My first job out of school was with Canon, in New York, where I conducted product demonstrations and training at client sites and in exhibition booths at events. I went on to other tech companies as well as services and consulting. Now I’m managing marketing and communications for all events at AIA, supporting a wide range of functions such as attendee acquisition and business development, with strategies, campaigns, collateral, websites, social media, and tactics.
I am particularly proud of my campaigns – I love creating them and seeing how they perform. I like putting a variety of elements together to create a program, and then launching it. And I look forward to getting metrics to see how we’re doing. There’s a lot of power in successful campaigns, they get people to take the actions you want them to take. When I represented a corporate housing company, I developed a campaign to attract U.S. State Department employees when they were on long-term assignments or training. We learned that employees were interested in activities for their families who accompanied them. I put together a campaign to provide information about a variety of possibilities in destination cities for adults and children, including locations, maps, and timetables. It was a huge success, allowing us to hit our multi-million-dollar goal.
I’ve enjoyed my career, and I’m proud of what I’ve accomplished, but I’m most proud of being a wife and mother; these roles and my mother, my role model, have made me a better businessperson. My personal life has given me the attributes that have contributed to my career success. My mother worked hard so I could go to college, and she did it without incurring a debt. I value loyalty, congeniality, and empathy. I believe in long relationships with people who are trustworthy and dependable. And I live by the golden rule — I treat people the way I like to be treated. Living and working by these rules allow me to enjoy the people around me. It’s rewarding and being able to empathize with others is important for growth.
Up until last year, I had one mentor: my mother. So, I made a goal this year to find another mentor. I went to the American Marketing Association, knowing they have a mentor-protégé program, and signed up as a mentee. I wanted advice on performance metrics and leveraging data. The mentor I was assigned has given me a lot of time and help. And in quick succession, I got another mentor who is from George Washington University. Having mentors has been invaluable. I recommend it. Find a mentor early in your career, don’t be afraid to ask them. If they turn you down, go get another one.
My advice to people entering the workplace is it’s okay to be nervous in the work environment. It means you’re normal and you are alive. You should take chances, don’t be afraid to take some risks, it’s the only way you’re going to learn. Not everything will work out. If you make a mistake, don’t be discouraged, it won’t ruin your career, it just means you’re human; it’s reality. You’re a better business partner to others when you have that reality. You don’t have to fall on your sword when bad things happen, it’s how you deal with the problems that will make you a better leader. Also, don’t shy away from difficult situations even if don’t like to be confrontational. At the end of the day, they are people too. It’s in those awkward conversations that you find out how people operate.
Lastly, don’t consume large amounts of alcohol in working environments. And having a bit of sense of humor will go a long way.
Head of Client Relations, HLTH
How did I get my first job in the event industry? Kismet or perhaps serendipity! Until I came into events, my work was in banking. I moved from my hometown in Rhode Island to the DC area, and wanted to explore something different. So, I answered an ad in the newspaper — insert shock and awe here — and it led me to CES (Consumer Electronics Show), which was the second largest trade show in North America at the time. I was clueless and had no idea what a trade show was. I was working for CES! To this day, it remains a highlight of my career.
The minute I stepped off the plane in Chicago to help produce my first CES, I felt different, a positive energy came over me, as though I was in the right place, about to do the right things. And then I walked onto the trade show floor, and I knew immediately I was meant to be a part of this industry. Soon, I was able to guide a client confidently, and I knew this was going to be my career.
Some of the highlights of this career include:
Among the industry people who have influenced me in my career is, first and foremost, Rich Scarfo, now President of HLTH. He taught me what it means to have an unwavering commitment to excellence. Because of his encouraging outside-the-box thinking, and empowering those around him to succeed, I have learned from him, almost from the day I met him at CES and continuously to this day. Even when we didn’t work together, we were still in communication. He has been a listener and supporter all these years. And he has provided never-ending laughter! Many others have influenced me along the way. I try to watch, listen, and absorb wherever I am, there are lessons to be learned everywhere.
My management style is to tell people what needs to be done, give them the proper tools, and let them find the way that works best for them while being always available to provide guidance, suggestions, and help. I want them to know I am approachable and trustworthy. Part of my management style is also to be supportive of my peers. I hope that I’ve built a reputation for being a team player. Working together in my area and across the organization enables our events to be successful as a whole.
My work ethic is simple: the job needs to get done and it needs to be done well. Therefore, whatever it takes to do that is what I will do. The show must go on and many people – sponsors, exhibitors, and attendees – have put their trust in us to deliver a premier experience for them. There are many things I love about my job, and I want to convey them through my work style. It is crucial that what I offer sponsors, exhibitors, and attendees enhances their overall experience, no matter how small it might be. Every sponsor/exhibitor/attendee matters; and it is important to me that I project that.
Another aspect of my job that I love is the travel to places I never thought possible – that is truly amazing! Having the benefit of hindsight, the ability to look back and see how far I’ve come, I am most proud of the lifelong friendships and business relationships I have cultivated.
Some lessons learned and advice I’d like to share with the next generation:
Event Strategist, The National Association for the Advancement of Colored People (NAACP)
I majored in Comparative Women’s Studies with a minor in Media and Communications at Spelman College. I did an internship at Disney as a marketing Assistant with the Disney Institute, under Disney Event Group. It was a good experience but didn’t pay that well for longevity, so I applied for a job at Liaison Capitol Hill (a boutique hotel now known as YOTEL Washington DC). It was undergoing a re-branding and I went from being the executive assistant to the general manager, and to project coordinator to marketing specialist.
While working in the hotel, I realized I was good at what I was doing. I planned well, organized well, and I was creative. I tried running away from it for a while – people asked me to put on their parties and weddings. But then they gave me projects to coordinate, and bigger meetings to produce. People saw the capability in me; they rewarded me with their confidence in my abilities.
All of my positions have been interesting to me, and what I like about them is that no day is the same. I love the fact that while I’m not always out at the interface with the public, I am an essential part of the bigger picture. I’m on a logistics team to get my colleagues to different locations. I coordinate their transportation, accommodations, food, and necessities to make sure the events are successful. Included in all that has to be done is arranging for T-shirts and tools to do canvassing and voter registration. My team also handles the t-shirt production.
Some of my jobs have led to my next ones. For example, my mentor who was my boss at The Links, Incorporated, took a position at NAACP and invited me to apply for a job there. Three rounds of interviews seven years ago, and I’ve been here ever since. I’ve met my mentors across the industry over time. All have been African American women, well-established in their careers. One is a small business entrepreneur with small to medium size events — she is a great resource. At every point that I have a major career or personal decision to make, such as whether to join a board or switch jobs, I seek their advice. Their wisdom has helped me to decide to take a next step or stop and gain more knowledge. They’ve been my checks and balances – go for it or wait it out; pursue or not. I’m the current president of the National Coalition of Black Meeting Professionals. To get on a board or executive committee, you need to get to know people – network – and let them know you’re interested. Take the risk, don’t be afraid.
Account Representative II, Society of Manufacturing Engineers
I started my career in the events industry with the Society of Manufacturing Engineers as a prospector for the MT Series (Manufacturing Technology Series). I graduated from Grand Valley State University with a Bachelor of Science, but I don’t believe my overall education played a role in me landing this first position in events. It was my prior experience in sales, management, and customer service that helped me land the position and prepared me for success in event sales.
I have always had a passion for events. My family says I am the most detail oriented and organized person they know. It is something about the pressure that comes along with planning and executing an event that I get a thrill out of. When I first started as a prospector, I prospected for four different events and during my first year with SME I had the opportunity to travel to all four shows. While at the WESTEC event, I was able to see an event come full circle and that was when everything clicked for me. I thoroughly enjoyed being able to meet the exhibitors I had begun building relationships with via phone and email for the past year and seeing how the success of the event truly benefited them. It was a win- win for everybody.
One of my major accomplishments is being promoted to an Account Representative II to work on the FABTECH Event. FABTECH is North America’s largest metal forming, fabricating, welding, and finishing event. It is also the largest show that SME organizes. Being granted the opportunity to work on such a large event that has multiple producers, has taught me a lot about adaptability, flexibility, and collaboration. In addition to these attributes, being detailed and organized – characteristics that my family sees in me – is a necessity in working events. In addition, I work very well under pressure, which allows me to remain focused in the highly stressed situations that are very likely to occur both during the planning process and onsite at the event.
In spite of the stress, and the many important attributes needed to be effective, the main thing I love about my job is being able to provide people the resources they need for success. Whether it is an exhibitor who hopes to gain leads and sales, an attendee who wishes to purchase new equipment or gain knowledge on a subject offered by our conference sessions, an exhibitor who wants exposure from a sponsorship, or a student who is coming to learn about the industry, we are providing them the resources to achieve those goals. With every successful event, I am proud of what I do and how I am impacting the manufacturing industry. Also, working in events has given me the opportunity to travel and see new places. For these experiences and opportunities, I am extremely grateful.
At the same time, the events industry is not as glamorous as some may think. It requires hard work, long hours, and the ability to communicate effectively while working well with others. When speaking to young professionals starting careers in events, I would advise them to come in with open and willing to learn mindsets. In addition, creativity and new ideas are important; it is what keeps the events industry growing. Lastly, take the time to learn the industry and build the necessary relationships, they will create longevity for your career.
Founder and President, Lippman Connects
A family friend was looking for “some bright young men” for his company – GES (Back then it was called United Expo (UX), then it was bought by Greyhound Exposition Services, and now it’s simply known by these three letters.). GES was the first trade show general contractor (aka “decorator”) in the United States, and it was headquartered in my hometown. I didn’t know anything about the trade show industry – I majored in dramatic arts with an emphasis on directing – but it seemed interesting, and it sounded like something I could do. And because I wasn’t pursuing any options in my field of study, I interviewed and was hired as an intern.
I was hooked at my first show, watching it “move in” around me. It was the Knitting Arts Show, in Atlantic City, NJ. Teamsters unloaded trucks and filled a huge, empty exhibit hall with exhibitors’ freight. Carpenters and electricians built exhibit booths. Within three days, the doors opened, and attendees poured in, many of them rushing in to see the attractive displays and new products that were the transformation from nothingness. Then I watched everything happen in reverse four days later, and within two days of the show’s closing, the hall was empty again. This magic grabbed my imagination, and I knew that this was going to be my career.
Soon thereafter, I was assigned to Chicago and the first show I actually worked was the dog show, where I managed union labor, interfaced with exhibitors, and served as the single point of contact for the dog show organizer. Other great assignments and exciting jobs that I had in the next 25 plus years included the following:
My work ethic came from my grandmother, who often reminded me, “A job worth doing is worth doing well,” and my mother, who liked to tell me, “What else can you do today to be better tomorrow?” My management style, I get from my father, who liked to say, “I don’t expect anything so I’m rarely disappointed.” Industry people I’ve learned from include:
I love learning from others who represent a wide variety of industries and professions. I ask about the latest trends in foods, pets, construction, technology, etc. And I’m proud of providing value to my clients – many of them have become supportive colleagues and good friends. From this give and take through the years, I have refined a few lessons learned and mottos to live by. Here are the top three that I like to tell young professionals:
Vice President, Fashion, Airports, and DEIB, Clarion Events
My first position out of college was on the global marketing team of a large housewares company. One of our activations was at the Sundance Film Festival, where I worked in a gifting lounge for celebrities, giving them our coffee makers and swag. Meeting the celebrities was of course cool, but I saw the inspiration of fans interacting and the magic of in-person connections; they really resonated with me. That may have been the earliest experience in my career that led me to my love of live events today.
My first role in the events industry was in business development for an airport conference and media portfolio in Clarion Events. I had come from more than 10 years in advertising and public relations and was set to sell media for Clarion. Little did I know that selling sponsorships would be what I truly fell in love with and quickly, or that it would be the catalyst in my career progression to leadership. I earned a degree in Sociology, which one could say is a great foundation for leadership as it encourages curiosity, meeting your teams and clients where they are, and my passion for creating meaningful, connected ecosystems within events.
Early in my tenure on the airport team and during one of our most successful events to date, we experienced out of our control glitches in producing the closing ceremony and awards program. The entire team had to rally together to deliver the best awards program and event closing we could produce. Though at the time, it was one of the toughest challenges I had faced in that job, something clicked that night, and I locked into putting the needs of our attendees before anything else. My perspective on events changed; I saw the bigger picture with all the different parts coming together. I went on to take over leadership of the event and I often think back to how a series of unfortunate circumstances opened me up to wanting a bigger role in event management – you can never doubt adversity as being a catalyst for change.
As a leader, I am collaborative; I like to work closely with my teams. When people feel personally and professionally connected to the work and fulfilled, they are more effective and more likely to produce great work. One of my proudest accomplishments was leading our business through the pandemic and producing live events for our industry in a safe and meaningful way. It required a lot of creativity, agility, and fortitude because restrictions were constantly changing. Through teamwork and empowerment, my team responded quickly to these changes so that we could deliver sound and healthy environments for our attendees. I also love interacting with people from diverse backgrounds and industries and offering them solutions that bring their brands and concepts to life at our events. There are so many aspects to what we do – every day is different – and I appreciate continuously learning and adapting to new situations. I am proud of my role as a leader, inspiring teams of talented people and supporting them to actualize their potential and fulfill their career goals.
To be where I am now, I have had amazing industry mentors who have shaped my career path with invaluable lessons from both their careers and hands-on lessons on our journeys together. I can look to a couple who not only served as mentors but also as sponsors who carved spaces for me as their careers progressed. The common denominators they share have been transparency, a whatever-it-takes attitude, and staying consistent with their value systems. As I navigate my journey as a leader, these qualities act as my North Star. I am incredibly grateful for these mentors and strive to pay it forward to those I have the honor to lead and mentor.
Here are three pieces of advice I would like to give to the next generations:
Corporate Event Strategies, LLC
My start in the event industry began with my first job out of college working for the American Heart Association in Andover, MA. I started as a Special Events Coordinator and quickly became a Regional Manager of the Northeast Division of the American Heart Association. Also, around this time, I was planning my own wedding. I came to realize that I loved the detail – oriented work that came with both of those “jobs”.
My Communication Degree from the University of New Hampshire and my part time jobs on campus, which included fundraising for the Alumni Center and working in the hospitality side of the University’s conference center and restaurant, prepared me for my entrance into the event industry.
As a Conference Coordinator, and then, as Show Director, for trade show and conference company, Digital Consulting, Inc. (DCI), I was able to hone my on-site execution skills for over 17 years. As a Coordinator, I was responsible for the pre-event development and planning of all logistics for an event. As Show Director, I oversaw a team of professionals who was responsible for each of the various areas of an on-site event, ie registration, exhibit hall and meetings. When DCI was sold, I became an independent contractor, and I have run my own business as a Travel Director now for over 20 years. As a Travel Director, I am contracted by a company or an association to oversee one of more of the different aspects of an event such as, transportation, food and beverage, registration, VIP’s, meetings and AV.
For many people, the event industry may appear to be a glamorous way to make a living. Although the flexibility and variety offered by the industry is one of the things I love about my career, the time demands can be extreme, especially when working on-site at an event. The flexibility has permitted me to raise our 4 children, choosing to return to work after each child was born, when I felt ready, as well as choosing how many days a month I want to work. The travel circumstances surrounding events can be stressful. However, through my work travels, I have seen many areas of the world I may never have visited had I not been contracted to work there.
Understanding and producing the wishes of your client effectively can be challenging but also very rewarding. In addition, helping attendees to have a successful time at an event is also very worthwhile. This can be as simple as providing appropriate signage, fulfilling dietary requirements or empathizing with a complaint.
The event industry has afforded me the opportunity to sharpen my skills as a negotiator and a master delegator. Whether it be negotiating a hotel or venue contract or mediating a discrepancy, the results can be very challenging, but often be a source of pride, as well. My ability to interface with all levels of management, hotel, suppliers, and union personnel, as well as customers, is a skill that I use in many aspects of my life outside of the event industry.
Over the course of my career, I’ve had the opportunity to meet and work with entrepreneurs, C-suite level executives, as well as other event professionals, from varying industries. By providing a consistent level of service excellence, I have developed a loyal client base, many of whom I consider friends.
My career in the event industry has allowed me the benefit of a healthy balance of family, friendships and a rewarding profession that highlights my talents and passions
Community Engagement Liaison, Meet Boston
I gravitated to the trade show industry from my first corporate experience in banking. While as a student at Boston University, I switched majors from English to Economics midway. My first job out of college was with the Old Colony Trust Division at the First National Bank of Boston, which led me into the international Cash Management market and responsibilities that encompassed client services and sales. Nearly 10 years later, I was recruited by a trade show company that was heading into international markets and was looking for an international salesperson. The interview lasted approximately 11 seconds. After three yes/no questions, Bill Mahan offered me a position with The Interface Group, producers of COMDEX, one of the largest information technology tradeshows in North America at the time! There, I was the second person in its international division, and worked on six to seven events a year initially; they were large and had a lot of moving parts.
To get things done, the staff had to coalesce, work together efficiently, quickly, and smoothly. These team relationships drew me into the industry. It felt good to be a part of a well-oiled machine, getting things done, having the same end goal – the show. And when the doors opened, and the curtain went up, seeing everything come together, and all the moving parts functioning in sync, I was always amazed, and the sense of satisfaction was highly apparent. The camaraderie of the team has stood the test of time, and we still work together, in different capacities, after all those years. I also like that conventions showcase leading edge advancement in their respective industries. I have had the pleasure of meeting technology and industry leaders on the cutting edge and learning from them.
I am a consummate salesman because most situations in life present a sales opportunity. I focus on demonstrating to potential clients that what I have to offer will give them an advantage appropriate to their needs and goals. I don’t have to offer the best product or service on the market, but I have what clients need to move in the direction they want to go. Selling is informing, providing information. It is very satisfying to watch small companies use this information to grow and prosper. Currently, my responsibility is to increase and enhance the knowledge and awareness of Boston’s lesser-known neighborhoods. The city has 13 distinct communities that together comprise the Boston experience, and it is important that visitors learn about them.
I am also an advocate for raising awareness in and about African American communities whether it’s promoting education among the local residents or telling others about the African American experience in Boston. Through some of these efforts, I am particularly proud of the recognition and accomplishments below:
Looking back, I have a lot of people to thank for where I am today. One of those influencers includes my Dad who taught me my work ethic; he had a PhD in regular smarts, how to treat people and earn their respect. Another was Milt Herbert who was Vice President of Marketing and Sales at the Interface Group. I worked with Milt for several years at the Interface Group, and later at the Boston Convention Marketing Center, where I worked for 17 years, with Milt. Bill Mahan, the man who interviewed me for 11 second, was a Vietnam War veteran and salt of the earth. He had a natural way about him that was endearing. We were friends for life. Lastly, growing up in Roxbury, MA, there was a community of people, a network of people who went on to be examples of excellence — judges, a reverend who marched with Martin Luther King, Jr, and members of Omega Psi Phi Fraternity.
A result of these role models is that I lead by example. A good manager doesn’t tell how to do it but shows how to get it done. I don’t micromanage. Because I am a golfer, I see life as in a game of golf — different pathways will get you from the tee to the green; what often matters most is the recovery shot from the rough. Go into the woods, find your ball, maneuver your way out and take penalties, but make good at the end. You may not always get a Mulligan, but you may get a do-over. I also believe in working smarter, not harder. If I must work hard, I will, because there are no shortcuts, and I don’t believe in a 9 to 5 job. But by putting my best foot forward and applying what I’ve learned, I can achieve efficiencies as well as my desired outcomes.
My advice to the next generations is to learn something every day, so you don’t have a wasted day. You can learn from everyone: the secretary down the hall and the facility custodian, as well as the boss. Keep your eyes and ears open. Networking is only half of the process. Listen to others’ perspectives and seek to understand them.
Senior National Sales Manager, Fern Exposition Services
I, like most people who have been in this industry for 20 years or more, fell into it. It was not on my radar to be in the convention business. My degree was in economics with a minor in marketing. There were no courses of study in convention management or hospitality then. After I graduated, I took positions in training, economic development, and banking; and I did some entertaining as a singer. Then, in 2003, I received an opportunity to enter the exposition industry — a representative for a regional general service contractor approached me to be a community relations liaison between the company and the hotel venues in the area. I accepted the job because it sounded like an interesting challenge. As it turns out, because I performed in the properties, the hotels knew me, and reaching out to them was an easy matter of contacting the many people I knew.
It wasn’t long after I started with this company when I realized I loved it. We are probably the most misunderstood industry, and my only regret is that I didn’t discover it 25 years sooner. I couldn’t believe I was having so much fun, and thought, “You guys are paying me?” I still feel the same way to this day. I think it has to be due to the types of companies or organizations.
As I look back, these are some of the highlights of my exposition career:
For all of this, I have to thank the gentleman who first approached me, Aaron Bludworth. He has been a tremendous leader and influence in this industry, and has mentored me through my 20-year career in expositions. I would take a bullet for this guy.
I love what I do, so I haven’t worked a day since 2003. I keep doing what needs to be done until my clients and I believe we are finished. There’s never a dull moment, I never do the same things over and over again. I listen and am hands on. If an exhibitor comes to the service desk, I listen to the challenges he is facing, and accompany him back to his booth to show him he has my attention. And having a full understanding of the issue, I can initiate the proper corrections and ensure they are in place by the next day.
Through the years, I believe I have garnered the respect of my colleagues across the industry — People know me and react positively when they hear my name. I have earned this by applying several lessons learned and guiding principles:
Lastly, I have acceptance. I often hear the adage, “Everything happens for a reason.” I don’t subscribe to this. If I did, I’d go crazy trying to figure out the reason. Instead, I have learned acceptance. Everything that’s happened in my life is meant to be, I don’t have to seek the reasons.
Group Vice President of Sales, RX US
Over the last 20 years, I’ve carved out a fulfilling career in sales, moving from business development to sales leadership, across multiple industries. Each step of the way has been shaped by a willingness to embrace change, lead collaboratively, and remain true to myself. My journey is one of pivots—each presenting new challenges and growth opportunities. Today, I find myself in trade show sales with RX, a role that allows me to combine my passion for value-based selling with the excitement of elevating businesses through large-scale events.
When I joined RX in October, I was stepping into the trade show world for the first time. However, I quickly realized that the principles I’d applied throughout my career were still relevant: the goal isn’t just to sell a product or service, but to build partnerships, aligning solutions with the customer’s objectives. Whether I was in the medical field, the paper industry, or now trade shows, my focus has always been on walking alongside customers to solve their challenges. This approach has allowed me to form lasting relationships and ensure that each engagement is a genuine collaboration.
One of the key lessons I’ve learned along the way is understanding where the customer is in their journey. Not every client is ready for a partnership, and recognizing when someone is more transactional allows us to meet them where they are. But for those ready to collaborate, it’s a rewarding process of co-creating solutions and iterating over time. That’s what excites me most about trade shows—we’re not just providing a service; we’re offering a platform for businesses to thrive, and we get to walk that path with them.
**Finding My Passion Through Pivots**
My career wasn’t always centered on sales, and early on, I wasn’t even sure how I’d break into business. My undergraduate degree is in Math and Engineering, and growing up in Nigeria, Engineering was seen as one of the most desirable professions. However, my father, a successful businessman, inspired me to pursue an MBA. He was my first role model, showing me the value of passion and resilience in business. While I hadn’t figured out exactly how I’d enter the business world, sales found me during my undergraduate studies when I was recruited in a part time role at Apple.
Apple was my first sales role, and it stands as one of my greatest accomplishments. At the time, I knew very little about Apple’s products, but the company saw something in me that I wasn’t even sure I possessed: the ability to be myself and connect authentically with people. I wasn’t just selling a product; I was solving problems for customers by understanding what they needed. That authenticity has remained my core strength throughout every pivot in my career.
After Apple, I transitioned into the paper industry, moving into business development and field sales. This was the first significant pivot in my career, and it taught me how to navigate large, traditional industries. I had incredible mentors during this time who guided me through the nuances of sales, helped me build a professional network, and showed me how to work with senior management. This period was crucial because it laid the foundation for the inclusive, supportive leadership style I practice today.
**Challenges and Growth through Industry Shifts**
One of the most defining pivots in my career came when I transitioned into the health care industry. Moving from the paper industry to health care was challenging—not only because of the complexities of a highly regulated environment, but because I needed to build credibility in a field that was completely new to me. To overcome this, I leaned in to learn from my peers and customers and pursued a master’s in health care systems. This ensured I had the expertise to thrive in the industry. That time, hard work and educational investment paid off when I was later nominated as Regional Vice President of the Year.
The move to health care also taught me how to lead with a deep sense of collaboration. In a field where patient outcomes are paramount, understanding and aligning with customer objectives was critical. My role was to work closely with stakeholders, guiding them through complex systems and finding solutions that would benefit their organizations and the people they serve. This was where my skills in value-based selling truly developed.
**Leadership and Mentorship: A Collaborative Approach**
Today, as a leader in the trade show industry, my focus is on collaboration—whether with my team or with customers. I strive to create an environment where we roll up our sleeves and figure things out together. I learned this inclusive leadership style from the mentors who shaped my career. My father remains my greatest influence, but the mentors from my paper industry days have also had a lasting impact. They taught me how to navigate complex sales cycles, network strategically, and position myself for leadership. These lessons weren’t part of any formal curriculum; they came from real-world experience and the generosity of those willing to guide me.
As a leader, I make it a priority to support my team in the same way. What matters most is what each person is trying to achieve. I’m here to help them get there, regardless of their background or experience. My goal is to be the kind of mentor who helps others see what’s possible, even when they can’t see it themselves.
**Advice for the Next Generation: Embrace the Pivot**
If there’s one piece of advice I always offer, it’s this: Embrace the power of the pivot. Don’t be afraid of change or stepping into new environments. Each pivot I’ve made—from Apple to paper, to health care, and now trade shows—has been a turning point that allowed me to grow and refine my skills. Even when it’s challenging, the lessons you learn will always be valuable.
For those interested in sales, especially young women who may not see it as a natural fit, I encourage you to explore the possibilities. Sales is so much more than closing deals—it’s about building relationships, understanding needs, and creating solutions. If a client says “no,” it’s not a rejection; it’s just not the right time or the right person. Keep going, keep showing up, and know that things will work out if you stay focused on your goals.
Ultimately, I’m proud of the path I’ve taken, and I hope to inspire others, just as my father inspired me. Sales has given me the opportunity to grow, lead, and impact others, and I believe it’s a path full of potential for those willing to embrace it.
Retired Event Executive
I was more than 40 years only old when I got my first job in the trade show industry. In my case, it was my work experience in the seafood industry that led to my joining a company that organized the largest seafood trade show in the United States. My past experience played the major role in this job at first, but once in the exposition industry, my learning was a combination of on-the-job and attending industry training and events. I was curious, asked questions, and listened.
I was hooked as soon as I participated in the first event that I helped organize. It is a very rewarding feeling to see how your own work helps so many people gain their success in business. It was especially exciting for me because I came from the industry of my customers. Although you don’t have to have a background in the customers’ industries, having it helps to know the vocabulary, to understand their business and marketing needs, and to draw from experience to provide knowledgeable and tailored assistance. Often, I knew the customers or the companies they represented, which also made it easier for me to reach out to them and continue to build invaluable relationships.
I started as an exhibit sales manager and steadily advanced to sales director, then show director, Vice President, and eventually COO. I have organized events in the U.S., Europe, and Asia. Launching events in foreign marketplaces is a challenge, and very rewarding when successful. I helped to launch a number of new events – some were very successful and but I had a few duds as well. I had to try them though, to find out that they would not work out as well as the others. The trick is to be careful how much you invest in ventures and the way you invest in them. Also, have a Plan B or escape route if you see things not going according to Plan A.
My management style is very simple, hire good people and then get out of their way. Provide training and guidance, not micro management. Let them know you trust them, and give them some authority to carry out their jobs. At the same time, I was always available to give them support and advice; my staff knew that they could either confide in me or get me to reach out to others for more help. Building a dynamic team is as rewarding as building great events.
Launching a new event and then managing it as it grows is the best part of the job for me. I worked with a team to accomplish a goal. Also, understanding the industry you are working in, learning new things about it on an ongoing basis is great.
The advice I would give is based on my personal experience: if you want to be a good trade show organizer, you need to analyze the industry you are working in, figure out the buy/sell relationships and then create an event that adds value to both buyers and sellers. That will make you an invaluable asset, and a successful event for your customers.
Managing Director, Events, The American Institute of Architects
After graduating from college with a marketing degree, I took a job in retail and quickly realized it wasn’t the career path for me. Looking through the job ads in the newspaper, I answered one from an association that, as it turns out, was posted by a placement agency. The agency placed me with a small association, the Private Practice Section of the American Physical Therapy Association, as a front desk administrative assistant. A few months into the job an opportunity opened up in exhibit management. From there my role quickly expanded into marketing, graphic design, and exhibit management, on top of maintaining my administrative duties. This kickstarted my journey into the industry, and I embraced this new opportunity to learn and grow professionally.
My first tradeshow was in Dallas. As I walked the show floor interacting with exhibitors during set-up, I found myself trying to navigate the enforcement of venue regulations and show protocols, not very successfully. It was there that I encountered GES, our event decorator, and Bob Hartsoc. Recognizing my initial struggles, Bob graciously extended his mentorship, introducing me to exhibitors, helping to enforce regulations while providing valuable insight into show management. Over the next four years Bob’s wisdom helped shape my understanding of the industry from drayage to fire marshal regulations, and everything in between. My love for the industry started there and continued to grow throughout the years.
Throughout most of my career, I’ve primarily worked for associations, with a brief detour into the dot-com world during the burst of the tech bubble. However, my heart remained in the events business, where I quickly returned. I found my niche with organizations like the School Nutrition Association, orchestrating a large-scale food-focused show that propelled innovative products like Dippin’ Dots and Uncrustables into the market. This job was deeply rewarding as the mission of the organization and its members supported providing nutritious meals to K-12 students nationwide. From there I transitioned to the National School Boards Association which offered a distinctly different perspective, moving into the world of policy and the political landscape of K-12 education, where school board positions often served as launching pads for political careers. My time at NSBA proved pivotal in refining my skills and laying the foundation for my career in the events industry over the subsequent 15 years. During this tenure, I spearheaded the management of their meetings, exhibits, events, and sponsorship programs, honing my expertise and making significant contributions to the organization’s success.
I went on to the American Chemical Society where I learned how vitally important chemists are to our everyday lives. A chemist touches almost everything we use in our day to day lives, from makeup to house paints, to clothing and plastics — you name it and there’s an imprint from a chemist. There I managed a large team responsible for producing more than 100 events annually ranging from a few hundred to up to 19,000 attendees domestically and internationally.
Currently, at the American Institute of Architects, I find similarities to my previous organization, as architects shape the very environments we inhabit, work, and play in. The AIA Conference on Architecture & Design is one of the most visually stunning and coolest conference and tradeshows I’ve had the pleasure to work on.
The relationships I’ve cultivated throughout my career have been invaluable to my growth and success. My mentors and friends I’ve met along my journey have provided me with priceless guidance and support over the years, some spanning two decades. Their wisdom and encouragement have been instrumental in shaping my career, and I’m grateful for their ongoing presence in my life.
This industry allows individuals to make long lasting meaningful connections and create memorable impactful experiences, that improve peoples’ lives thought meaningful connections and learning opportunities. It grants us opportunity to take risks, push boundaries, and innovate, allowing us to effect change both on an individual level and on a broader scale. I’m truly grateful for how far I’ve come in my career journey, particularly because I’m deeply passionate about the creative aspect of my job, which complements all the other fulfilling aspects I’ve mentioned.
To the next generations, I say take a balanced approach: work hard and play hard. Take ownership of both successes and failures, using them as steppingstones for personal growth. Additionally, I urge you to:
General Service Contracting
I started my career in consumer-packaged goods as a “fresh out of graduate school” marketer with Frito-Lay. I experienced a couple of career stops, then completed the sale of a company to a private equity firm in the fall of 2007. Immediately thereafter, I attended Parents’ Day at my daughter’s school and struck up a conversation with another parent. When she got to the dreaded question, “What do you do?” I shared some highlights of my career in marketing, and she told me that her company, Freeman Company – the largest general service contractor in live events in North America – was looking for a Chief Marketing Officer, and the rest is history.
Joining the industry, it was an immediate infatuation with how this “hidden industry” was exactly what I had been searching for professionally. This industry provides the opportunity to work with astute businesspeople, create experiential events, and have a plethora of fun in the process. If you are a people person and forward thinker, this industry is for you. Once it is in your blood, you do not want to be part of any other industry. This has been the case for me from the day I met that “parent” at my daughter’s school event. I have not looked back.
From 2008 to 2014, I was Chief Marketing Officer at Freeman® when the company produced over 5,000 live events and 11,000 corporate events annually for companies such as Domino’s Pizza, and events as big as the Consumer Electronics Show. I met so many wonderful people, worked on a variety of events, traveled the world, and got to participate in activities such as private concerts and international summits. An accomplishment of which I am most proud while at Freeman, was the creation and rollout of Freeman Technology Suite (FTS). It redefined how technology would engage customers in live events, from online ordering to digital concierge services on the show floor during an event.
From 2017 until earlier this year, I served as Chief Sales and Marketing Officer for The Expo Group, a 30-year-old general service contractor. The role was exciting for many reasons, but I was attracted primarily to the fact that the company had a blank canvas for painting how the company could triple in revenue within 7 years. The company not only met their goal but achieved it two years ahead of plan, which is an accomplishment I am most proud of during my tenure there.
I have met so many mentors, friends, and colleagues in this “people-centric” business that presents limitless opportunities for those with a passion for live events and people. You will always feel challenged and professionally satisfied in this industry. I would recommend this industry to people without reservation.
Senior Executive Leader of Strategy, Innovation, Exhibition Management, Sales, Marketing, Operations, and Communications
I grew up in a small town called, Vineland, NJ, in a close- knit family, one of four siblings and the elder twin. I was taught to keep God at the center of everything. We were raised with a strong educational foundation and taught to be incredibly disciplined. From a very young age, I enjoyed working and held various jobs including selling plants, taking photos of people with the Easter Bunny and Santa at the mall, and working at CVS Pharmacy. I earned money and bought my school supplies, and realized the value of an honest income and a sense of responsibility.
While attending college, I began what would become a career long journey in the hospitality and exhibitions, events, and meetings industry with my first real job in the gaming industry as a bus greeter at Caesars Hotel & Casino in Atlantic City. I was given a uniform, consisting of a polo top and shorts and I could wear sneakers to work! I set annual goals for myself on compensation, position, and titles that interested me, and began earning promotions, first as a box office representative and working my way up to be an executive in my early twenties. I was fortunate that there was always a leader who took an interest in me and wanted to mentor and support my career journey. I attribute my professional foundation to great leadership and in particular, Debbie Thomas, VP of Marketing at the Taj Mahal. She was the only female executive in the organization, and she was a powerhouse to be reckoned with. She taught me the importance of doing what I do really well, and learn as much as possible to become an expert at what I do.
After eight years in Atlantic City, I relocated to Georgia, and started as a Sales Manager for Starwood Lodging, and then joined NCR, a Fortune 100, $6 billion enterprise with more than 30,000 employees. I was promoted to Global Director of marketing services in the Retail Solutions Division, responsible for a portfolio of more than 100 tradeshows worldwide. I traveled all over the world, and learned about different cultures and languages. I met with C-suite executives of nearly every major retailer around the world. It was common for my peers to have MBAs and PhDs and speak, read, and write more than three languages. They inspired me to become better as a contributor to NCR. I wanted to become an expert at NCR’s products, solutions, and technology. I valued the difference our employees and customers made, and it has been my passion to appreciate key guiding principles of building long- standing relationships with colleagues and customers, and to collaborate together towards a common goal.
From NCR, I went on to a privately held, family-owned company in Atlanta, and was promoted after only one year to lead LIGHTFAIR International, and grow it to be the world’s largest architectural and commercial lighting tradeshow and conference program. We went from a $5 million enterprise to generating more than $18 million annually. It was an extremely rewarding time in my career, and I am proud of our numerous contributions to the organization and industry. During my 12 years there, I rose to Vice President, and led an award-winning team and event that was recognized by the industry for many years. To this day, I still meet with my former LIGHTFAIR team at least twice a year, as they have become a part of my family. During this time, I also earned the International Association of Exhibitions and Events Certified in Exhibition Management (IAEE CEM) designation.
In December 2018, a recruiter approached me about my current position. My initial response was to offer to forward the inquiry to others in my network, and after few attempts, I took a closer look, and it piqued my interest. Now, nearly five years in, it was the best decision I’ve ever made. AVIXA is a global association, dedicated to promoting the audiovisual and integrated experience. It is an honor to pull upon my years of experience to lead InfoComm, the largest pro AV technology tradeshow and conference program in North America with nearly 1,000 exhibitors and more than 43,000 registered attendees. It is a pleasure to serve our members, attendees, exhibitors, and my team every day, doing something that I enjoy and that impacts the world.
I have learned a tremendous amount through the years: how to be strategic, agile, flexible, and a critical thinker; and how to lead teams, build relationships, resolve conflict, negotiate, oversee Profits and Losses (P/Ls), manage strategic account, communicate effectively, and always be a respectful professional. I have worked with professionals at every level of management up to the C-suite, with customers and vendors across our industry and different verticals. I have developed strong relationships, served on various advisory committees, including as Chair of IAEE’s Diversity, Equity, and Inclusion (DEI) Committee. I have helped create a scholarship for students in underserved communities, and built a purpose-driven and meaningful career. The exhibitions, events, and meetings industry has created a path to success that I had no idea even existed and that I could make a career of it for 35 years.
Chief Program & Strategy Officer, TED
In my third year at Saint Peter’s University in Jersey City, NJ, where I was a marketing major, I went to the Career Center and found an internship at a small boutique media and events company in New York City. I didn’t even know being an event organizer existed, especially corporate events. Yet here I was, a Jill-of-all-trades in operations and sales doing sponsorships, public relationships, and event production. It didn’t pay well, maybe just a small travel stipend, and it was one of four jobs I was juggling (two campus jobs and retail work at JCPenney), but it went so well. I enjoyed it so much that I decided it was to be my career. Besides, from a marketing perspective, I didn’t know what else I would do. In this industry, I felt so accomplished. It was a tangible sense of getting things done, seeing things come to life and into action. When things went well, there was a clear sense that I contributed to them. That was a big motivation for me. Plus, these corporate events had an entertainment aspect, and I got to meet celebrities. LL Cool J was one! Being so young, and being in environments where important people were dependent on me for a successful event felt amazing. For example, LL gave me a hug when he came off the stage at an event, and I thought, “This it, this is my new fabulous life – LL hugged me!” There was no turning back; I found the career I wanted.
Post college, my first “adult” job was Promotion Manager for Ringling Bros. and Barnum & Bailey Circus and Disney on Ice, where I traveled around the East Coast, promoting the programs to the media and coordinating partnerships with corporate entities. But another aspect was walking the elephants from train stations to the venues along with the clowns and other entertainers. So many interesting and wonderful stories to tell from that experience. It only paid $27,000 a year, but it gave me a lot of experience in the events and media industries that I still lean on. It was another unique environment that was fascinating.
My jobs have not only contributed to my professional growth, but my personal growth too. At one job, I asked for a $5,000 raise; it was denied, and I left for a senior role in a small organization where I didn’t last 6 months. The lesson I got from that failure was to have more patience in life and do more due diligence in understanding a company’s expectations and whether they truly aligned with my needs. I didn’t take enough time to see if we truly were a good match. I was busy trying to prove that I deserved the higher role, but didn’t necessarily understand if I was truly prepared for what all comes with that role. In the end, I had to take a step back before I could take 10 steps forward. For nearly a year, I did freelance work and consulting while trying to get a full-time job. But from that experience, I became more intentional about my growth, and not just focusing on my title, but my skillsets and what organizations truly needed.
I am proud that I reset myself to think about my career journey and my role in a different context. Once I veered away from titles and toward establishing competencies, I also learned that just doing a good job doesn’t attract promotions, it just gets more work. You have to be seen, and networking has to be intentional — which people can help me; what skillsets do successful people have? I researched on LinkedIn people who held the roles I wanted and made a list of skills that I didn’t have based on their profiles. Then I built relationships to find out how to gain those skills, and I drew up a roadmap of what I needed to do to get to where I wanted to be. And I got there – I haven’t had to look for a job in 14 years. I’ve had 6 jobs since this change in strategy, and either I was recruited for those jobs or referred to them by someone in my network.
My management style and work ethic are all about empathy and real-world experience. I’ve been in the trenches, tackling projects and overcoming challenges just like my colleagues. That’s why I lead with a balanced approach—I understand the struggles, but I also know the importance of keeping things moving forward. Perfectionism? Nah, not my thing. I’m all about the 80/20 rule: most of the time, things work out just fine, and when they don’t, we learn and grow from them. It’s all about embracing the journey, taking risks, and becoming better each moment of your journey.
I’m living a version of my dream! Traveling the world, meeting incredible people, and making a real impact on people’s lives. Whether it’s sparking a breakthrough in business or helping someone grow personally and professionally, I thrive on creating unforgettable and life changing moments. And you know what? I’m proud of my work ethic and track record as a top performer. But here’s the thing—I know how to have fun along the way. If something stops my spark or optimism, I’m not afraid to pivot and move on from it because I know there’s always something better waiting around the corner. It’s all about chasing joy and seizing every opportunity that comes my way.
Now, turning to students and new graduates, let’s talk about the pressure cooker called your 20s. Spoiler alert: You don’t need to have your whole life figured out by 30. Seriously. Your 20s are all about exploration, trial, and error. Try things out, ditch what doesn’t vibe with you, and embrace the journey. Flexibility is imperative! You never know what blessings might be waiting around the corner. And guess what? You don’t need to impress anyone with your career choices. Not your friends, not your family. Focus on what makes you tick and the skills you enjoy. Build a life that feels like you, and celebrate every little win along the way. Gratitude is your secret sauce. Work from a place of thankfulness, and watch the universe send some serious positivity and optimism your way.
Founding Partner, Rutherford & Associates
My career in the hospitality industry began before I graduated from Southern Methodist University (SMU). During my sophomore summer, I had the opportunity to work on the SMU conference staff. In those days, SMU hosted a number of groups on campus during the summer, from high school cheerleaders to seasoned professional bankers. As a Conference Coordinator, my role was to check them into the dormitories, answer their questions, and occasionally make a bed or two. This early introduction allowed me to experience conference planning from the inside. In my junior year, I was introduced to the challenge of opening a hotel when I was recruited to participate in a sales blitz for the launch of a new property.
While I graduated with a dual degree in Public Relations and Advertising, because of my experiences in college, I knew that I wanted to pursue a career in hospitality. Knowing this, I interviewed with several hotel companies. I decided to begin with Loews hotels because I felt they offered me the greatest opportunity to learn and quickly advance. I was rewarded within three months of joining the company when I was promoted to Hotel Manager on Duty (MOD). The property had 1,620 rooms and five Hotel MODs responsible for troubleshooting guest issues. This role sharpened my listening and conflict resolution skills and led to a call from my General Manager (GM) to become the interim telecommunications manager. To address the problems in that department, I moved into the hotel so I could observe all three shifts and offer solutions. The corrective measures I instituted were favorably received by staff and owners, which led to my promotion to Senior Hotel MOD, working primarily with the GM on special projects and assignments.
One day, the GM called me into his office and said he appreciated my solid understanding of operations, but I needed sales experience, so he had recommended me for a sales management position with the Dallas Convention & Visitors Bureau (DCVB). At the time, Dallas was the second busiest convention destination in the country and an ideal training ground. I interviewed for and accepted a sales manager position, focusing on national accounts. I worked closely with meeting planners who represented corporations, associations and government events. They shed light on a part of the industry that I had not considered — event planning and production. I picked the brains of the planners and my DCVB colleagues and realized it might be a new career path. I considered striking out on my own when I was approached by Marriott Hotels, Inc., to be a hotel GM. It was a dream of mine, so I accepted and began as a sales leader specializing more on strategy and team development.
These experiences were preparing me to lead my own hotel, but a meeting planner asked me whether I had thought of event planning. I had to take a moment to consider this. Well, at this point the entrepreneurial pull was just too strong, so I resigned my position at Marriott and launched Rutherford & Associates. I called the client I had been working with and said that I had launched my own event management company, and to my delight, she said she would be my first client. With that, R&A was up and running.
In the early days, I remember working 25 hours a day, 8 days a week and loving every minute. What resonated with me was the trust people placed in me, which drove my commitment not to let them down. Our reputation grew, and slowly but surely our client portfolio increased. More and more opportunities presented themselves. The one I cherish the most was a call from The White House to consult with the presidential advance team, which plans and executes presidential events here and abroad. (I grew up in Arkansas, and had met Governor Clinton several times.) I was asked to lead a team overseeing the myriad details for a presidential visit, including working with the event host, US Secret Service, Air Force 1, and the White House Communications Agency. I did this while growing my business and serving my regular clients.
However, as a political appointee, I served the last two years of the Clinton administration, as Associate Director of Presidential Advance and was responsible for overseeing production of events such as the G8 Summit, Asia Pacific Economic Conference, and state visits to Australia and Nigeria. Aboard Air Force 1, I served as the President’s Trip Director where I resolved issues inherent in presidential travel as well managing the destinations we were visiting. While I enjoyed traveling with the President, when he left office, I was pleased to return to Dallas and continue working with my clients.
Looking back on my career, there were numerous people along the way who encouraged and developed me, and I will be forever grateful. When I think about my life, the work that I’ve done, the experiences that I’ve had, and the people I’ve met, two factors I think led to my success were being detail oriented and solution focused. My management style was always hands on because what we do can’t be phoned in. You’ve got to be there to make a difference.
Director of Advertising and Sponsorship Sales, Coin Laundry Association (CLA)
My first job in the hospitality industry was as a sales and service coordinator for the DuPage Convention & Visitors Bureau in Oak Brook, Ill. The company had reached out to me after I uploaded my resume to an online resume distribution service. For two years, I helped promote restaurants, hotels, and local attractions.
In 2013, I shifted my career direction, accepting the position of media sales coordinator at Coin Laundry Association (CLA), which is the national trade organization for laundromat owners and operators.
My duties included providing support to the COO, as well as administering contracts, billing, and collections for the association and its monthly publication, PlanetLaundry. After a year at CLA, I was promoted to advertising and production manager, which gave me even more control over managing the schedule of PlanetLaundry.
In January 2020, I was named advertising and sales business manager and began reporting directly to the CEO. In this role, one of my primary responsibilities was to build relationships with current and potential advertisers.
PlanetLaundry currently has 9,300 print subscribers and 11,000 digital subscribers. The magazine features articles on the latest news and trends impacting today’s laundry owners – as well as regularly focusing on critical topics as wash-dry-fold/pickup and delivery, store operations, equipment maintenance, sales and marketing, and more.
In January 2023, I was promoted to my current position of director of advertising and sponsorship sales, where I oversee all CLA’s advertising accounts, take sales calls, and handle sponsorship for all of the association’s virtual and in-person events. I report directly to the executive vice president, and I collaborate with the CEO on sales strategies and ways to continue to grow revenue for the association.
CLA, which was established in 1960, has a small staff of 10 employees. Along with four other textile-care trade groups, we’re co-sponsors of a large trade show called the Clean Show, which is held every other year. At this event, we promote the value of CLA membership, distribute PlanetLaundry and other materials, and participate in the educational programing during the convention.
In addition, CLA hosts two of its own conferences – Excellence in Laundry and Wash-Dry-Fold Workshop, with educational sessions on best practices for today’s laundry owners.
Until I joined CLA, I hadn’t been with any previous employer for longer than two years. I’ve now been with CLA for 11 years.
I love my job, because I’ve been able to build relationships with people in our industry – our sponsors, advertisers, manufacturers, store owners, and members. I was given responsibilities and opportunities and, as I was able to do more things by myself, my confidence grew over the years. In 2020, I came to the realization that I’m where I’m supposed to be. My three promotions reinforced my confidence. I was recognized for my accomplishments and given increased responsibilities and opportunities to learn new things.
Our CEO, Brian Wallace, helped me to grow professionally. He looked out for me and found the right fit for me. As I learned the business, he taught me to think at a higher level and be more strategic. He inspired me and gave me the sales tools I needed to succeed.
When prospects are interested in advertising, I provide them with a media kit and then I follow up with a sales call. I listen to their company goals and provide free customized solutions. I’m also grateful for the support of our Executive Vice President, Danielle Bauer.
I’m proud that I consistently meet all revenue goals for our magazine and event sponsorships. However, I’m particularly happy about my work with an initiative that EVP Danielle Bauer launched called the Women’s Laundry Network. I’m a member of its task force, which consists of 12 women professionals in the industry. We implement monthly events that empower women in the business and enable them to connect and collaborate. Activities include a book club, webinars, workshops, guest speakers, and an annual in-person event. We focus on key women’s topics each quarter such as networking, work-life balance integration, stress, and women’s health.
I hold a bachelor’s degree in communications with a minor in business from Elmhurst University. I’m organized, focused, and motivated. I’m also very passionate about what I do.
I’m a confident African American woman in a predominantly older, white male industry (although younger people are entering the industry all the time). I like to have fun, and I’m a positive person.
So, I would advise the next generations to stay focused, look at all options, and see what interests you. Don’t be pressured into making decisions, and don’t let others dictate your choice.
I took general education courses in school so that I could try different things. I like to look, learn, and figure things out. You may not know what you want to do when you get out of college, but you will know when you’ve found it. You are not going to know what’s right for your career immediately. But, when you make the right decision, you’ll know it, and you’ll feel good about it.
Above all, I would tell young people – don’t let bumps in the road discourage you, because they only make you stronger. I’m patient and it has worked out for me. Don’t rush things. Growing your career takes time, and moving fast will not get you there any faster.
Director of Advertising and Sponsorship Sales, Coin Laundry Association (CLA)
My first job in the hospitality industry was as a sales and service coordinator for the DuPage Convention & Visitors Bureau in Oak Brook, Ill. The company had reached out to me after I uploaded my resume to an online resume distribution service. For two years, I helped promote restaurants, hotels, and local attractions.
In 2013, I shifted my career direction, accepting the position of media sales coordinator at Coin Laundry Association (CLA), which is the national trade organization for laundromat owners and operators.
My duties included providing support to the COO, as well as administering contracts, billing, and collections for the association and its monthly publication, PlanetLaundry. After a year at CLA, I was promoted to advertising and production manager, which gave me even more control over managing the schedule of PlanetLaundry.
In January 2020, I was named advertising and sales business manager and began reporting directly to the CEO. In this role, one of my primary responsibilities was to build relationships with current and potential advertisers.
PlanetLaundry currently has 9,300 print subscribers and 11,000 digital subscribers. The magazine features articles on the latest news and trends impacting today’s laundry owners – as well as regularly focusing on critical topics as wash-dry-fold/pickup and delivery, store operations, equipment maintenance, sales and marketing, and more.
In January 2023, I was promoted to my current position of director of advertising and sponsorship sales, where I oversee all CLA’s advertising accounts, take sales calls, and handle sponsorship for all of the association’s virtual and in-person events. I report directly to the executive vice president, and I collaborate with the CEO on sales strategies and ways to continue to grow revenue for the association.
CLA, which was established in 1960, has a small staff of 10 employees. Along with four other textile-care trade groups, we’re co-sponsors of a large trade show called the Clean Show, which is held every other year. At this event, we promote the value of CLA membership, distribute PlanetLaundry and other materials, and participate in the educational programing during the convention.
In addition, CLA hosts two of its own conferences – Excellence in Laundry and Wash-Dry-Fold Workshop, with educational sessions on best practices for today’s laundry owners.
Until I joined CLA, I hadn’t been with any previous employer for longer than two years. I’ve now been with CLA for 11 years.
I love my job, because I’ve been able to build relationships with people in our industry – our sponsors, advertisers, manufacturers, store owners, and members. I was given responsibilities and opportunities and, as I was able to do more things by myself, my confidence grew over the years. In 2020, I came to the realization that I’m where I’m supposed to be. My three promotions reinforced my confidence. I was recognized for my accomplishments and given increased responsibilities and opportunities to learn new things.
Our CEO, Brian Wallace, helped me to grow professionally. He looked out for me and found the right fit for me. As I learned the business, he taught me to think at a higher level and be more strategic. He inspired me and gave me the sales tools I needed to succeed.
When prospects are interested in advertising, I provide them with a media kit and then I follow up with a sales call. I listen to their company goals and provide free customized solutions. I’m also grateful for the support of our Executive Vice President, Danielle Bauer.
I’m proud that I consistently meet all revenue goals for our magazine and event sponsorships. However, I’m particularly happy about my work with an initiative that EVP Danielle Bauer launched called the Women’s Laundry Network. I’m a member of its task force, which consists of 12 women professionals in the industry. We implement monthly events that empower women in the business and enable them to connect and collaborate. Activities include a book club, webinars, workshops, guest speakers, and an annual in-person event. We focus on key women’s topics each quarter such as networking, work-life balance integration, stress, and women’s health.
I hold a bachelor’s degree in communications with a minor in business from Elmhurst University. I’m organized, focused, and motivated. I’m also very passionate about what I do.
I’m a confident African American woman in a predominantly older, white male industry (although younger people are entering the industry all the time). I like to have fun, and I’m a positive person.
So, I would advise the next generations to stay focused, look at all options, and see what interests you. Don’t be pressured into making decisions, and don’t let others dictate your choice.
I took general education courses in school so that I could try different things. I like to look, learn, and figure things out. You may not know what you want to do when you get out of college, but you will know when you’ve found it. You are not going to know what’s right for your career immediately. But, when you make the right decision, you’ll know it, and you’ll feel good about it.
Above all, I would tell young people – don’t let bumps in the road discourage you, because they only make you stronger. I’m patient and it has worked out for me. Don’t rush things. Growing your career takes time, and moving fast will not get you there any faster.
Senior Vice President and General Manager, McCormick Place
While a college student at Fairleigh Dickinson University, New Jersey, my roommate returned to the dorm one evening wearing a black shirt and a bowtie. I laughed at him, and he said he got a job as a waiter. I said, “What?!” and then I put on a black shirt and tie and went down to the Holiday Inn. I served at weddings and special events to put change in my pockets. When I was done with college, I went home without a job or an idea for my future. Dad was strict raising my siblings and me. He was a transit system driver in Philadelphia, and worked three part-time jobs as a custodian. We kids had to help him with the cleaning duties. He told me I couldn’t sit around; I had to get a job or join the military. So, I found a job a Marriott, doing custodial work and setting up rooms for meetings. I knew I had more to offer but I wasn’t motivated. A lot of people told me the same. Then one day, a senior manager said I’d be no better than a waiter because I didn’t have the right attitude. That got me. I never settled for the norm again. I set out to prove myself through hard work and determination. Once I got my head on right, it took off from there. I moved to waiting, then catering, then as maitre d’ for banquets at the airport Marriott. Then I opened a new Marriott near the Philadelphia Convention Center.
My wife saw in me more than I did. Behind my back, she submitted my application to Aramark, and I was hired as a catering sales manager. I went to Columbus, Ohio, back to Philadelphia, and then to New Orleans, rising with every move to resident district manager/GM. Then Tom Mobley, who met me in New Orleans, called me and asked me to join Center Plate as a subcontractor to the Washington Convention & Sports Authority, where I later was able to work with and for Greg O’Dell. During the pandemic, we decided to keep everyone employed and to embark on projects that helped the fight against the virus. We converted the convention center into a temporary hospital with 550 beds!
Greg has been a great mentor and now friend. And my wife continues to be my inspiration. With her encouragement, I was able to make the career transitions. I also had great support from my teams, even when I was younger and less experienced than they were. And I was a Black, most of them were White. Yet they covered me, watched my back, made sure I was successful. That’s when I realized that what I did was about people; not just our customers but also the people we work with internally and externally. Being with people is how I thrive so the hospitality business is perfect for me. In addition, it’s been an exciting experience. I’ve been among the first to greet Presidents when they came to inaugural balls. President Obama’s had 42,000 people, the largest ever. In 2018, we hosted Ethiopia Day, when Prime Minister Abiy Ahmed Ali came, the first time Ethiopia’s PM visited the US. There were 60,000 people in the convention center that day with another 20,000 outside the center. And I love the diversity of events – presidential balls, cosplay, auto shows, food festivals are just a sampling.
Learning is also a big part of the job. I learn every day as a boss – from my boss, my peers, my team, and my clients. Leadership is about being humble, not acting like a boss. Recognize and respect the people around you. My style is “servant leadership.” I believe I’m here to serve others and teach others how to serve. We’re in the business of service, and I advocate internal and external customer service. I hold classes, but I also train by doing; I demonstrate every day how to be courteous and respectful. I started “Strive for Five” for my team: accountability, professionalism, teamwork, communication, and respect. As a team, we have to be on the same page, using a playbook of values and principles we’ve agreed to.
Being the second of five children has informed my management style. There’s an order in life, so there’s an order in the workplace. Respecting elders and authority translated into business recognizes there’s a chain of command. Respect the role or title. Identify leaders’ strengths and learn them; fill in their gaps by developing your strengths. Several leaders have my respect: Tom Mobly, who took an interest in me; Reba Pittman Walker, General Manager of the convention center, who took a chance on me; and Greg, who trusted me. Now I, as a leader, want people to think highly of themselves. I don’t want to raise people to fill my shoes, but to do better than I have, go beyond what I have done. I am most proud of my family and what we have achieved as a family, and I am proud of my DC team for being voted best in the Northeast.
Here is what I would like to tell the next generations:
President and CEO, Shomex Productions
My first job, after graduating Ohio Wesleyan University, the Bernard Baruch Graduate School of Business (CCNY) and serving in the Armed Forces during the Berlin crisis, was as a Systems programmer for IBM just prior to internally stored program computer systems. Computers were in their infancy, replacing unit record equipment that used punched cards to originate, store, organize and deliver data. Honeywell Computers recruited me from IBM to compete with IBM. Honeywell had fewer employee rules – IBM required that male employees wear dark suits, white-only shirts and hats when visiting clients. In addition, mornings would start with motivational exercises and team building which included holding hands with fellow salesmen and singing the IBM song. At Honeywell, I went from systems to sales. It paid more and offered a career path to management.
My biggest success came when I sold a Honeywell 200 computer system to the Chairman and CEO (his son) of a blood analyzer manufacturer. The father liked the system, but his son was not as objective as the company had an ongoing relationship with IBM. The father advised me of this relationship after I made my proposal, and I acknowledged the relationship but suggested he wouldn’t have asked me to make the presentation if he had thought the IBM relationship would prejudice his selection. He agreed, signed the contract and four days later, he died. My lesson learned is to always ask for the order because you don’t know what’s going to happen.
I had a few more senior sales and marketing positions before “falling” into the exhibition industry. The last was at Novation, an early manufacturer of modems. I convinced Novation to exhibit at COMDEX, the largest computer exposition in the country at the time. We took a 20’ x 20’ booth, and I hired a mechanical mime who offered to break into song after standing still for a while. She was a former Miss Louisiana and drew such a crowd that the head of the exhibition told me I was causing too much attention to my booth. When confronted, I asked, “Isn’t that the point of exhibiting”? A week later, he called to offer me a job.
My strength is marketing. I am creative and like to solve problems by understanding the issues. Exhibitions and conventions have been a great match for me, because of the many areas within exhibitions in which one can be creative. I honed my skills at COMDEX, learning from the CEO, Sheldon Adelson. He taught me that if I could justify what I wanted to do, he would let me do it my way. After a year and a half there, I started my own company organizing job fairs. The government wanted a more diverse workforce and through Affirmative Action mandated government contractors to comply with EEOC regulations by resourcing and hiring more minority candidates, so this is where I decided to specialize.
Shomex became the largest job fair producer in the affirmative action space. At the peak, we produced 50 shows a year across the country and partnered with the NAACP. After a year, I was asked to become a member of the Board of Trustees. After 25 years in the job fair business, the Internet replaced in-person physical recruitment. In 2008, I was appointed the Executive Director of SISO, the Society of Independent Show Organizers. At the same time my business partner and I purchased Abilities Expo, serving the disability community. After 16 years, I sold Abilities in February. By supporting the disability community from the day it was purchased and by becoming part of the community, Abilities earned the trust of the community and was able to grow, producing shows in seven cities nationwide.
As a manager, I discuss objectives, get agreement on the ability to achieve those objectives and expect results. I look for people with desire, motivation and my role as a leader is to answer questions and give advice. I don’t believe in failure as being anything other than a lesson learned. Failure doesn’t exist if the project and objectives are well defined and the path to achievement are well thought out. One only needs to be right 51% of the time to be successful.
To the next generations, I advise, “Don’t take ‘no’ for an answer, and to look for ways to get something done as opposed to saying it can’t be done!” To quote my old boss, who became the 26th richest man in the world, If the boat comes to a bridge and it’s too low to pass under, you don’t have to raise the bridge, you can lower the water.
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