Designing a meeting that inspires attendees, delivers ROI and sparks meaningful connections—all without breaking the budget—can feel like a Herculean task. Luckily, our 2025 Meeting Professionals of the Year are here to share their strategies that turn “impossible” into “done and dusted.”
Back in July, we asked you to send in nominations. To the shock of absolutely no one, our inbox overflowed with stories of creativity, grit and industry love. It was a reminder that this community doesn’t just plan events—its members consistently show up as each other’s greatest cheerleaders.
This year, we’re calling our winners Impact Architects. They’re the ones bold enough to bet on themselves, push boundaries and draw up blueprints for what’s next in meetings. We asked each honoree to share their personal strategies for building impact, and their answers are as smart as they are galvanizing.
The Meeting Professionals of the Year awards shine a light on today’s leaders while encouraging tomorrow’s innovators. And in that spirit, consider this your nudge: Send that thank-you text, type out that quick email or even (brace yourself) pick up the phone to let someone in this industry know they’ve made a difference in your work. After all, there’s never been a better time to say thank you.
In celebration,
Kate Zaliznock
Managing Editor
Jennifer Brown, MBA, CITP
director, supplier relations & procurement
MCW Events
If your career were a theme song, what would it be?
“With a Little Help From My Friends” by The Beatles
Throughout my career, the most powerful force behind my growth and success has been the relationships I’ve built with colleagues, clients and partners. I’ve learned, led and stretched far beyond my comfort zone because of the people I’ve been surrounded by. By getting involved in the industry that I love through organizations like SITE and volunteering time with like-minded professionals, I have created a network that will be with me long after I am no longer an event professional.
What is the boldest idea you’ve ever championed?
Early in my career, I was responsible for leading both internal and customer-facing events at a company hosting its first-ever partner and supplier summit. It was a high-stakes initiative that brought together our key external stakeholders with our full sales and operations team to align strategies and build relationships.
What we didn’t anticipate was the overwhelming demand. Registration exceeded expectations, and suddenly, we were faced with a general session room that simply couldn’t accommodate traditional theater-style seating.
Rather than scale back or split the audience (which would have diluted the impact), I proposed something bold: Turn the ballroom into a ballpark. Since our evening event was already planned at the ballpark next door, we took that thread and ran with it.
We reimagined the general session space with VIP boxes, general admission seating and actual bleacher-style overflow. Upon arrival, guests were handed themed “tickets” assigning them to one of the three seating types, which were completely randomized to remove any hierarchy. We brought in popcorn and drink hawkers, and all of our speakers wore jerseys from their favorite teams. The entire space was transformed, and the tone was instantly elevated from logistical challenge to immersive experience.
The result? An energetic, unified kickoff that not only solved a logistical problem but set the tone for a fun, inclusive and unforgettable event. People talked about it long after the conference ended, and it proved that creativity under pressure can become a defining moment.
That experience taught me to never default to “No” or “We can’t.” Instead, I lead with “Why not?” Bold ideas aren’t about being flashy for the sake of it. They are about transforming constraints into creative leverage points. That mindset has shaped every event I’ve led since.
What is the smartest risk you’ve taken in your professional life?
The smartest risk I’ve taken was walking away from a comfortable, successful role at a top-tier industry company after 13 years. It was the kind of role many people stay in for life, but I knew I had more to learn, more to give and more perspective to gain.
I made the leap from third-party planning into destination sales (from being the client to selling to the client). It was a complete mindset shift. I went from orchestrating experiences to selling them, and that pivot exposed me to the inner workings of the supplier side of our industry. It stretched me far beyond what I thought I was capable of and gave me a much broader view of how we create value as an industry—together.
That move accelerated my career growth exponentially. It sharpened my understanding of partnership, strengthened my ability to collaborate across roles and helped me build relationships that continue to shape my work today. More importantly, it taught me how to lead with empathy, because I’ve now stood on both sides of the table.
What is your blueprint for designing events with maximum impact?
My blueprint for designing events with maximum impact starts with mapping the journey of each attendee type, from first touchpoint to final farewell. Every detail—registration communications, arrival logistics and the welcome experience—must be clear, intuitive and frictionless. Attendees should never wonder where to go, what’s next or why they’re there. Clarity is foundational; without it, impact is diluted.
Once the baseline logistics are solid, I shift focus to outcomes and expectations. What is each attendee type trying to accomplish? What will success look like for them? Whether it’s education, networking, recognition or brand immersion, I design the experience around those objectives, layered with creativity that surprises and delights at every turn.
To elevate impact further, I design with the five senses fully engaged. From the moment someone enters a space, scent, color, sound and texture all contribute to mood and memory. A fresh, energizing citrus scent in the morning can set a tone of clarity and motivation. Rich, calming tones at a recognition dinner can elevate importance and connection. Lighting and color palettes are aligned with the emotional arc of the program, helping attendees feel what we want them to remember.
Ultimately, maximum impact isn’t about “going big”; it’s about intentionality. When every detail is purposeful, aligned with attendee needs and activated through sensory immersion, the result is an event that doesn’t just impress, it transforms.
Maureen Sloan, CTA
manager, global accounts
HelmsBriscoe
If your career were a theme song, what would it be?
“Walking on Sunshine” by Katrina And The Waves
What is the boldest idea you’ve ever championed?
One thing I love about my job is that it’s never the same old thing. I don’t know what is considered bold, but for me, allowing an agricultural client to get hands-on experience at an avocado packing plant or finding out where a national knitting guild could go to a yarn factory and see the process of dying yarn, or times when sourcing destinations, where extreme sports can be enjoyed after a corporate retreat, all add up and keep clients intrigued.
One highlight was when I led a group on Catalina and we went zip-lining! They convinced me to zip-line with them. The views were so spectacular, and I had a beautiful rainbow come out for us on the last line, creating an amazing view. Okay, I can’t take credit for that! It was a team-building corporate retreat they said they’d never forget. It’s all about creating memorable experiences to be cherished.
What is the smartest risk you’ve taken in your professional life?
Leaving the corporate world and deciding to choose the lifestyle of a planner enabled me to handpick the clients I enjoy working with. Balancing my work life and family life, as well as utilizing my years in different destinations, different types of hotel properties, facilitating in the classroom, serving on boards such as MPI, Orange County Tourism Council and others, gives me a solid background of resources to assist clients’ needs where they didn’t imagine possible. When you truly enjoy what you do, it’s not at all like work!
What is your blueprint for designing events with maximum impact?
Creating experiences at amazing hotels and venues at desired destinations with little wild factors that my clients and I mutually agree upon, while taking into consideration all their specific needs and budget. When working with clients over a number of years, the rapport is there, and the work gets easier as the creativity and possibilities become more endless.
Whitney Smith, CMM,VEMM
director
University of California, Davis
If your career were a theme song, what would it be?
“I Will Survive” by Gloria Gaynor
What is the boldest idea you’ve ever championed?
Picture this: Suggesting we change a century-old tradition is like recommending we repaint the Sistine Chapel—you’re going to get some passionate feedback. But that’s exactly what I did when I championed transforming our undergraduate commencement ceremonies from individual college-based events to a unified university-wide celebration.
The vision: I saw an opportunity to create something bigger—literally and figuratively. Instead of multiple smaller ceremonies where families scrambled for decent seats and graduates felt lost in their individual college crowds, why not let students choose their graduation ceremony and allow them to celebrate this momentous day with their friends? Keeping graduates at the center of every decision transformed skeptics into supporters. We designed an experience where every student felt seen and celebrated, families had better viewing experiences and the collective energy of the entire graduating class created an atmosphere that individual ceremonies simply couldn’t match. What started as my “controversial idea” became our new beloved tradition. The feedback has been overwhelmingly positive—it turns out that when you focus on making graduates feel like the stars of their own show, everything else falls into place.
Sometimes the boldest ideas aren’t about being different for the sake of it—they’re about being brave enough to put the people who matter most first, even when it means challenging “the way things have always been done.”
What is the smartest risk you’ve taken in your professional life?
They say “Home is where the heart is,” and that was my motivation when I made the terrifying decision to leave my successful event production career in Houston and move back to California. I had built something solid in Houston—established client relationships, a reputation that opened doors and the kind of professional momentum that career counselors write about in their success stories.
Then I decided to pack it all up and essentially hit the reset button by moving across the country. I took a leap of faith; coming home didn’t just restore my personal happiness—it unlocked a creativity and passion for my work that I didn’t even realize I’d been missing. Now I get to create events that showcase the incredible work happening at the university. When you’re genuinely excited about where you are and what you’re doing, that enthusiasm becomes contagious—attendees feel it, colleagues catch it and suddenly every event becomes more meaningful.
The smartest risks aren’t always about chasing bigger opportunities—sometimes they’re about having the courage to choose joy and authenticity over security and the status quo.
What is your blueprint for designing events with maximum impact?
My blueprint is surprisingly simple: I treat every event like planning a dinner party for discerning friends—except those “friends” happen to be executives, and the “dinner” needs to deliver measurable ROI.
Budgets are not limitations but can serve as the creative catalyst and spark innovation. When someone says “Champagne dreams on a sparkling cider budget,” I see opportunity, not limitations. My most memorable events have emerged from seemingly impossible financial parameters.
Josefa Martinez
senior manager, event strategy
NeighborWorks America
If your career were a theme song, what would it be?
“Rise Up” by Andra Day
Life brings challenges, and sometimes we need to remember to rise up. The song makes me tear up every time.
What is the boldest idea you’ve ever championed?
It sounds so simple, but my boldest idea is that our attendees’ voices matter in our strategic planning. Most post-event survey responses are filed away based on whether the event was a success or not. My boldest idea was to rethink the post-event questionnaire to ask about how attendees felt to gain deeper insight. I asked questions like, “Did they feel inspired?”, “Did something you learned spark real change?” or “Was the activity you attended fun?” These types of emotionally intelligent questions helped define future activities and provided a space to understand our attendees’ journey.
What is the smartest risk you’ve taken in your professional life?
The smartest risk I’ve taken was shifting my mindset from being a logistics-focused meeting planner to becoming an experience-driven event strategist.
This change pushed me to think beyond schedules and floor plans and instead design events that connect with people on an emotional level. It expanded my creativity, sharpened my strategic thinking and encouraged me to view every decision through the lens of impact and journey.
As a result, I began developing new skill sets—like confidently pitching new ideas, embracing innovation and understanding that failure isn’t a setback, but a powerful learning opportunity. This mindset shift not only changed how I plan events, but also how I lead and grow in this industry.
What is your blueprint for designing events with maximum impact?
My blueprint for designing an event with maximum impact is rooted in defining the purpose, engaging our attendees and creating wow moments that leave a lasting impression.
Step one is clarity of purpose. Every event starts with answering the why. This drives focus and direction. I collaborate with stakeholders to understand what success looks like. From the venue to the lighting to the first word spoken, everything should align with the why. I also take into consideration the overall mission/vision of the organization, branding and budget.
Step two: engaging our attendees with a mixture of intentional and spontaneous experiences. Engagement isn’t just about entertainment; it’s about participation at all levels. This translates to creating moments that invite shared experience, such as peer-to-peer learning, interactive formats such as creating a business card exchange activity and creating intentional spaces like a creative idea board. It should all lead to impactful circumstances that are remembered.
Step three: creating wow moments. Creating wow moments is all about defining elements of surprise and inspiration. This means engaging our attendees’ senses of sight, sound, smell, taste and touch. This can mean inspirational music, fabulous food and beverage experiences or colorful interactive installations. These moments elevate the overall experience and encourage attendees to return next year.
Heather Dow, CPhT, CAE, CPC (HC), HPDE, HMCC
senior manager
Events & Management Plus Inc
If your career were a theme song, what would it be?
“Unstoppable” by Sia
What is the boldest idea you’ve ever championed?
The boldest idea I have championed was reimagining how global medical education could be delivered: accessible, inclusive and on-the-ground. I developed and led a cross-border stroke rehabilitation program in partnership with the Ministry of Health in Mauritius, designing two bilingual, CME-accredited conferences attended by over 600 physicians and allied health professionals from across the Indian Ocean region and largely low to middle-income nations.
This initiative broke traditional models: I secured international accreditation (a first for a non-Mauritian provider), recruited global faculty and made the events entirely free, eliminating financial, geographic and structural barriers. When a Category-3 cyclone hit midway through the second event, we paused for 24 hours and resumed, demonstrating resilience through preparation. We pivoted without canceling—because these clinicians deserved better than another delay. The result? A ripple effect of empowerment, knowledge-sharing and improved patient care.
This was more than an event. It was a bold shift in what’s possible when innovation meets purpose. It proved that with vision and partnerships, even the most underserved communities can access world-class medical education. Breaking down barriers and eliminating territoriality. It wasn’t about bringing in our Western ways. It was being culturally sensitive, meeting them where they are and funding workable solutions to improve patient outcomes.
What is the smartest risk you’ve taken in your professional life?
The smartest risk I ever took was betting on myself.
In 2011, I was working as a school photographer. On the surface, it was a steady job, but underneath, I felt increasingly confined professionally and personally. I was in a relationship that diminished my independence and dulled my confidence. While I always had the sense that I was capable of more, I felt stuck in a world of barriers and dependence.
Since the age of 19, I had been volunteering for local, provincial and national associations. I had served on boards, managed budgets, delivered annual financial presentations and navigated tough questions from members and stakeholders. I never saw this as more than volunteerism; it was simply what I loved to do.
One day, I was encouraged to search for something more. I found a job posting for an Association Manager at Events & Management Plus Inc, just ten minutes from home. As I read through the responsibilities, I realized it was a description of the volunteer work I had done for over a decade. I applied, interviewed and was hired directly into the highest management position at the company. It was the first time I had ever been paid for the work I was most passionate about. It was also the first time I truly recognized my worth.
That leap, betting on myself, changed everything in my professional life.
Since then, I have co-founded three national specialty societies, served as executive director for multiple organizations and led hundreds of educational events across Canada and internationally. I have collaborated with Ministries of Health, served on global working groups, spoken at national conferences and been published in peer-reviewed medical science journals. In 2024, I was honored with the ISPRM Honorary Member Award for my contributions to global medical education and accessibility. I am currently the co-chair for the World Rehabilitation Alliance Workforce Working Group, supported by the World Health Organization, and am invited to speak at WHO headquarters in Geneva.
I serve as chair of the CMA CEO Roundtable, director for AMCI Canada Chapter, chair of the MPI Canada Council and trustee for the MPI Global Board of Trustees. I lead a team of dedicated professionals whom I am proud to mentor or be mentored by, and I work every day to ensure that events, whether large-scale conferences or intimate strategic retreats, are inclusive, accessible and purpose-driven.
The smartest risk I ever took was not the decision to apply for a job. It was the decision to believe that my volunteer experience had value, that my skills could build something greater and that I was not only capable of leading but meant to.
What is your blueprint for designing events with maximum impact?
My blueprint for designing events with maximum impact is built on five key principles:
- Start with empathy. I design from the perspective of every attendee, including those with lived experience, accessibility needs or limited access to education. Inclusion isn’t an add-on; it’s the foundation.
- Build community, not just content. Great events connect people. I focus on designing environments where professionals, patients and partners feel seen, heard and valued.
- Plan for the unexpected. I always have a plan B (and C). Whether it’s a lightning strike during an exam or a cyclone in Mauritius, resilience is part of the plan.
- Measure what matters. I use data, needs assessments, feedback and outcomes to guide content, delivery format and future improvements. I know the needs of my target audience, and I use them!
- Lead quietly, but boldly. My job is to anticipate, support and empower others. When everyone leaves feeling elevated, that’s impact. When those who support or coordinate feel as they were also leaders, I have truly done my job.
Amanda Said
vice president, global events
IPG Mediabrands
If your career were a theme song, what would it be?
It changes depending on the season I’m in—but right now, I’m somewhere between “Titanium” by David Guetta (because resilience is key in this industry) and “High Hopes” by Panic! At the Disco, which captures the mindset I’ve had from the beginning: dream big, work hard and bet on yourself. Also, both are fun songs to blast when you need a little energy boost.
What is the boldest idea you’ve ever championed?
Most events follow a well-worn formula. I believe the boldest of ideas come with risk. One idea I helped champion while working with Modev pushed far beyond that.
We brought a voice tech conference—featuring household-name brands—to a city not traditionally seen as a tech hub. What it did have was heart, grit and untapped potential. So, we (because bold ideas rarely happen solo) rallied government leaders, universities, local businesses and global tech companies around a shared vision: to put this city on the innovation map and to equip people to grow with the rapidly evolving world of voice technology. The momentum was undeniable.
It resulted in an extraordinary citywide experience with 75+ speakers across multiple talk tracks, festival-style pub crawls, carefully built exhibitor halls, diverse food trucks and speed recruiting sessions where companies actively hired local developer talent. What was initially a conference soon became a movement, empowering a community and redefining what a “tech event” could look like.
What is the smartest risk you’ve taken in your professional life?
The smartest risk I’ve taken was betting on myself and rewriting the narrative others tried to hand me. After starting out in a traditional marketing role, I realized my true passion lived in the energy, strategy and creativity of live events. But when I set my sights on corporate event roles, the feedback was consistent: “You’re our top choice, but you just don’t have agency experience.”
Despite producing everything from celebrity meet-and-greets and fashion shows to concerts and themed experiential events, my portfolio was considered too niche—too rooted in commerce and entertainment. What the industry wanted was a “traditional” background in brand and client-facing events.
So, I built one. I launched my own consulting business, partnering with angel investors, philanthropic foundations and emerging brands. I created the experience others said I lacked—on my own terms.
That leap turned a blocked road into a new lane. Today, I lead events for IPG Mediabrands, producing strategic, high-impact experiences for our brand and global clients. The smartest risk I ever took was refusing to wait for permission. I gave myself the opportunity to build the career I envisioned for myself.
What is your blueprint for designing events with maximum impact?
My blueprint begins with intentionality. Before any creative or logistical planning, I first define what success looks like—from both the attendee’s perspective and the stakeholder’s strategic goals. I believe the most impactful events blend data-driven insights with human empathy—understanding not only what your audience needs to experience but how you want them to feel.
From my perspective, real impact comes from emotional resonance, relevance and thoughtful details that make it deeply connective and memorable. And to have true impact, you must prioritize sustainability and inclusivity, ensuring the event’s impact is not only immediate but lasting.
Finally, flexibility is essential. The blueprint is just that—a plan. But with thorough preparation, you’re equipped to seamlessly flex plans A, B and C into swift, strategic decisions when the unexpected inevitably arises. That’s when great planning becomes exceptional execution.
Joann Chmura, CMM
director, event operations
Institutional Investor
If your career were a theme song, what would it be?
“Don’t Stop Me Now” by Queen
What is the boldest idea you’ve ever championed?
Almost 20 years ago and two years after earning my CMP, I wanted more. I learned about the CMM program, but knew it wasn’t going to be personally affordable. I sat down with my CEO and told him about the upcoming program to be held in Toronto. I explained that many of our administrative assistants were booking small meetings without any negotiations at all. I told him that we could save a great deal of money if we had a more centralized process. I didn’t want to take the fun part of their jobs away.
Instead, I wanted to educate them on how to be more fiscally responsible by teaching them about all the many facets of planning a meeting. They could still plan the event, but just needed a little more oversight and a second pair of eyes to review what they were committing to. I explained to my CEO that the money we spent on sending me to Toronto and paying for the CMM program would be earned back in six months with the money we saved by putting this plan in place. He agreed, my business plan for my CMM designation was earned via this plan and I was able to meet my six-month goal in only three months.
What is the smartest risk you’ve taken in your professional life?
While working as a graphic designer at a reinsurance company, a former colleague asked if I would be interested in a career change. I was at a major crossroad in my life as a single parent of two young children and also caring for my dad, who was terminally ill. Initially, the role was very vague, but I knew I wanted it. It was two minutes from my house, which afforded me the ability to be more present for my family. My boss trusted me to get the job done and knew I would foster an environment of trust and transparency.
I wasn’t quite sure what I would be doing. It was a little bit of everything; mostly product development, mixed with business development, along with managing events and sponsorships. This was the beginning of what is now a 30-year career. A career that has seen so many changes, one that I love and can’t imagine doing anything else or stopping any time soon. The lessons I learned along the way have been invaluable. The two most important: “Know your worth” and “Be comfortable being uncomfortable” (because change isn’t supposed to feel familiar).
What is your blueprint for designing events with maximum impact?
I approach every event as if it were the only event that matters. I compare it to riding on a cloud and looking at the world below with all of its challenges and opportunities. No matter the size of scope, every event experience should have the same outcome: It should create a lasting memory. Each individual attendee feels that their event was designed for them. Events are a jigsaw puzzle.
Every piece has a home, and when the final piece is placed, the end result is a work of beauty and a sense of accomplishment, along with the “after-buzz.” With time being our most precious commodity, we all need our attendees to say yes to the event because if the impact is memorable, those attendees will want to come back to see what you will do to top the previous event. That is always my goal—to find that special something that elevates each event year after year.
Keisha George, CMP
senior meeting planner
Canvas Meetings & Incentives, LLC
If your career were a theme song, what would it be?
“Level Up” by Ciara
What is the boldest idea you’ve ever championed?
My client needed an immersive space for their all-day meditation retreat. We needed a solution for furniture that they could use all day and feel comfortable relaxing and also conversing. Our solution came from an unexpected source: a children’s slumber party rental company. Using their services, we were able to rent comfortable on-brand bedding and trays for meals. At first, it took some convincing for the client to see the vision; in the end, it became a staple of their events.
What is the smartest risk you’ve taken in your professional life?
I made the switch from venue management to planning six years ago and discovered a more profound passion for logistics.
What is your blueprint for designing events with maximum impact?
Always circle back to the client’s initial event goals when making decisions; your efforts will have a greater impact if they align with and support the client’s goals.
Brian Cole
president & CEO
edgefactory
If your career were a theme song, what would it be?
“The Edge of Glory” by Lady Gaga
What is the boldest idea you’ve ever championed?
The boldest idea I have championed over my 25 years was building a diverse company focused on selling creative media and content packaging without owning tangible equipment. Our people are our greatest asset, and making the company about them and not me was one of the smartest things I’ve done to date.
What is the smartest risk you’ve taken in your professional life?
The smartest risk I’ve taken is maintaining a considerable amount of low-profit work for a Fortune 500 company over several years, which eventually grew into our largest single client, producing dozens of events with us each quarter at Walt Disney World Resort.
What is your blueprint for designing events with maximum impact?
Every event needs three things. We design all events with energy, emotion and edge! We aim to manufacture a wow experience each and every time.
Monica Jackson
chief experience curator
Prissi Productions, LLC
If your career were a theme song, what would it be?
“I Am Woman” by Jordin Sparks
Without a doubt, that song is my anthem. It captures everything I stand for as a woman entrepreneur who has built her business from the ground up—with hustle in my stilettos, grace under pressure and a relentless spirit that doesn’t quit. I’ve faced the odds, doubted myself at times, been doubted by others and still chose to bet on myself. This journey hasn’t been perfect—there’ve been bumps, bruises, pivots and reinventions.
But that’s the beauty of it. That’s what real success looks like: staying soft and powerful, being proud and grounded, falling and still rising with a smile. When life is lifin’, but I show up—every single time—because I know I was built for this. Like the song says, “I’m the boss, and I’m the fire. I’m the whole damn thing.” I am woman—and that’s my power.
What is the boldest idea you’ve ever championed?
One of the boldest ideas I’ve ever championed began by saying no—to a perfectly fine concept the client was ready to sign off on. It was safe. Expected. And it lacked the soul and spark I knew their audience craved. So I did what visionaries do—I disrupted the plan.
I reimagined the entire experience from the ground up: a new venue, a completely reworked floor plan and a production design that challenged both the timeline and the logistics team. It meant relocating vendors, redoing the layout and rethinking how guests would move and feel in the space. It tested my limits as much as it did the client’s comfort zone.
But I believed in the bigger picture. Sometimes being a visionary means embracing disruption, pushing against complacency and trading predictability for possibility. I find inspiration in the smallest, often overlooked details, and I believe turning things on their head is how you get the biggest impact.
Taking that risk paid off. Not only was the event a success, but it also set a new standard for what was possible. And that’s what clients really love—that I can tap into a deeper creative current, one that’s rooted in intuition, strategy and a bold willingness to see what others don’t.
Because playing it safe doesn’t move people—but courageous creativity does.
What is the smartest risk you’ve taken in your professional life?
The smartest risk I’ve ever taken was becoming an entrepreneur—without a roadmap, without examples in my immediate circle and without a safety net. I had to bet on myself against all odds. When I started, entrepreneurship didn’t come with college courses, mentorship programs or professional coaches like it does today. I had to learn by doing—by failing, adapting and growing forward.
And within that leap was another: the decision to pivot and rebrand—not because I was lost, but because I was evolving. I recognized the need to stretch beyond traditional paths and merge my professional passion with my personal purpose. That meant creating a business model that not only delivered exceptional event experiences, but also reflected my values, creativity and the impact I wanted to make in the world.
I’ve often been misunderstood—encouraged to stay in a box that never quite fit. But that’s just not me. I believe our fullest potential lives just outside our comfort zone, and every day I strive to reach mine. That means taking risks, staying curious and staying true to my vision—even when it’s the road less traveled.
Entrepreneurship is the smartest risk I’ve taken because it led me to myself. And from that place, I’ve been able to create, inspire and lead in ways that once felt unimaginable. The journey continues.
What is your blueprint for designing events with maximum impact?
Designing events with maximum impact is like planting a garden—you start with intention, nurturing and trusting the process will harvest beautifully. My blueprint is guided by ROE—Return on Experience—because when you understand and genuinely care for the guest journey with purpose and authenticity, ROI becomes the natural result.
With event design, connection must be carried out in each detail—from the invitation that sets the tone to signage that gently guides and directs, through to entertainment that doesn’t just perform but excites and delights the soul. Every event needs and requires an overarching theme that delicately threads and weaves through like a vine, offering continuity, meaning and memorability.
I believe in pairing the familiar with an unexpected surprise and delight moment—nostalgia balanced with thoughtful technology—so guests feel included and inspired. Most importantly, there’s magic in the human touch. A warm greeting, a contagious smile, a host who anticipates your needs…human capital is really the heartbeat of an event.
When you lead with compassion, intention and creativity, you create more than a moment—you create something that lives on. And that, to me, is true impact.
Hailey Jump, CMP
director of events
Brightspot Incentives & Events
If your career were a theme song, what would it be?
“Do You Believe in Magic” by The Lovin’ Spoonful
I truly believe that all meeting professionals sprinkle a little magic into creating once-in-a-lifetime experiences for their clients and attendees!
What is the boldest idea you’ve ever championed?
The boldest idea I’ve ever championed was chartering an entire cruise ship for a high-end customer incentive, and instead of sticking with the normal charter inclusions, I transformed the trip into a completely custom experience. Beginning with the one-year qualification period – quarterly teaser gifts specific to the ports of call were sent to all qualifiers to ramp up excitement and to unveil each port. Upon qualification, all attendees were then sent a Congrats gift, showcasing the best of Italy and giving more information about our customized registration website, where they could select from a bespoke listing of excursions in each port. I worked with multiple DMC partners to build these custom activities, many of which had not been done before.
Each port of call – Rome, Sorrento, Florence, Sardinia, and Monte Carlo – was transformed into a completely custom experience. In Rome, we had a beautiful Executive Dinner, complete with a 5-course meal and strolling musicians. Then, after embarkation, attendees were surprised daily with port-specific nightly gifts, nightly themed after parties (complete with décor and props – all brought onto the ship by our team), and a showstopping Harvest Dinner in a villa in the heart of Tuscany, which became legendary when a surprise rain shower swept in mid-celebration. Instead of dampening the mood, it turned into an unforgettable moment of guests laughing, toasting, and stomping grapes in the villa’s wine cellar. Upon disembarkation, attendees were met with the thrill of the Formula 1 race in Monte Carlo, with some post-extending to enjoy a private suite to view all the action. The result was a once-in-a-lifetime, high-touch program that exceeded every expectation and left guests with stories they’ll tell for a lifetime.
What is the smartest risk you’ve taken in your professional life?
The smartest risk I’ve taken in my professional life was leaving behind a stable marketing and corporate planning career in the oil and gas industry to chase a gut feeling that I was meant for something more creative, more dynamic, and honestly, more fun. Ten years ago, I packed up my life in Oklahoma and moved to Dallas for a role at Spear One (now Brightspot), not knowing exactly where it would lead, but knowing I had to take the leap of faith.
It turned out to be the most rewarding decision I’ve ever made. That one bold move opened the door to a career I genuinely love – planning unforgettable events, crafting meaningful experiences, and traveling to places I once only dreamed of. It gave me the chance to grow in ways that a traditional path never would have allowed and has led me to a very fulfilling career creating moments that truly matter for clients and attendees alike. Sometimes the smartest risks are also the scariest. They’re the ones that push you out of your comfort zone and into your lifelong calling!
What is your blueprint for designing events with maximum impact?
My blueprint for designing events with maximum impact is built on “three C’s”: Creativity, Collaboration, and Care.
Creativity: crafting thoughtful and memorable experiences that attendees will remember for a lifetime – whether it’s an unexpected destination touchpoint, a locally inspired gifting moment, or a fresh take on the traditional incentive or meeting format.
Collaboration: working closely with our trusted partners and clients to bring ideas to life, stay agile, and ensure every detail aligns with the big-picture goal.
Care: ties it all together! Care for the client’s vision, the attendee experience, and the seamless, behind-the-scenes execution that makes everything look effortless and the client the shining star.
It’s not just about logistics. It’s about designing moments that feel personal, purposeful, and unforgettable.
Paula Grayson
executive vice president, client services delivery & operations
Opus Agency
If your career were a theme song, what would it be?
“We Are Family” by Sister Sledge
What is the boldest idea you’ve ever championed?
I spearheaded an initiative to centralize our business operations by consolidating functions like pricing, capacity planning, program financial operations and business analytics. By shifting from a traditional siloed approach to an integrated and cross-functional model, we’ve been able to increase our utilization of resources and improve our overall operational performance.
What is the smartest risk you’ve taken in your professional life?
Staying at Opus Agency for over 25 years has been the smartest risk I’ve taken. In an industry where career growth is often associated with moving on to new opportunities, I chose to grow within the same organization. That decision allowed me to navigate and contribute through major transformations, rapid growth and multiple acquisitions, opening doors to meaningful leadership roles and long-term impact.
What is your blueprint for designing events with maximum impact?
It starts with deeply understanding the brand’s essence and then viewing everything through the audience’s lens. Your audience should be treated as a core stakeholder in the event’s success. Designing opportunities for them to engage with the brand—and each other—creates connection and meaning. That’s what transforms an event from memorable to truly impactful.
Mark Phillips
CEO
LamontCo
If your career were a theme song, what would it be?
“Don’t Stop Me Now” by Queen
What is the boldest idea you’ve ever championed?
A client came to us with a large group of highly professional but specialized people whom they wanted to get together for some serious technology training and development—they wanted them to go somewhere they would not be distracted, but at the end of each evening, be able to have fun and wow-type multimedia events. The group profiled in the 22-38 age range for 80% of the audience; employees and contractors only—no guests. We pitched it, and the idea was very well received (chartering of two cruise ships during the day, training and development each evening for two nights, concerts, food and activities on the private island with people on both ships interacting).
Total project cost would have been under the cost of a land-based program, and everyone was all in—the only issue was it took so long to get to a decision, as it was “bold.” We lost the ability to contract the second ship, and alternative dates were not acceptable. Everyone was disappointed—not the least of which was the economic buyer, as the alternative project cost was well over $1 million more.
What is the smartest risk you’ve taken in your professional life?
Many moons ago, I was the director of procurement for a mid-sized third party (McGettigan Partners) and was blessed to work with a very smart executive team (John Pino, Christine Duffy and the McGettigan Family), as we were among the first to start what became SMMP. During this period, sourcing/procurement work doubled, and doing things the old way wasn’t going to work, so I agreed to become the first product manager to develop an e-RFP system that became StarCite and subsequently Cvent.
Few likely know this, but you could call me the grandfather of the eRFP. Through StarCite, I was blessed to work with teams to solve other group hospitality tech issues to help develop the technology that is standard today in registration and procurement. This allowed me to grow as a professional and work literally all over the world as I learned the needs and concerns of a global market.
What is your blueprint for designing events with maximum impact?
Understanding the audience is key—and not limited to the economic buyer or the designing planner, but also incorporates the attendees on a personal level, potentially their guest, and the staff and teams that will deliver on the event. If you take a comprehensive approach, you can help the economic buyer achieve goals, while producing an event that attendees and their guests enjoy attending and making a lasting impression on those the program impacts.
Happier people supporting your program equals happier attendees, which leads to the event’s message sticking easier with attendees, which leads to positive ROI. Often people are concerned with delivering a program within budget (very important) with a certain branding and style at a certain location—but fail to think about what it took for the attendee to get to the event, what the attendees are doing during event gaps and how the interactions are between the “locals,” “talent” and attendees.
Think about every event you have ever been to. If it took you four hours of flying and an hour for ground transfers, and you check in with an indifferent desk staff followed by a drink at the bar with an overwhelmed bartender, what impression are you taking about the event before it even starts? How do we design better events from well before guests leave home until they get home? I feel we have stepped away from old-school event planning.
Gina Boos, CMP, CIS
senior program manager
Bishop-McCann
If your career were a theme song, what would it be?
“Confident” by Demi Lovato
What is the boldest idea you’ve ever championed?
It may seem simple, but championing keeping both evening dinners on site for a client was bold. They always have their dinners off site, however, the event was taking place at a high-end glamping property. I ensured that keeping everyone together under the stars was the way to go, and it went off amazingly. It allowed everyone to really stay together and connect all night, instead of spending time in vehicles or people going off to do their own thing, and the results showed in the survey.
What is the smartest risk you’ve taken in your professional life?
Leaving a larger, well-known organization for a smaller one.
What is your blueprint for designing events with maximum impact?
Approaching each event from the very beginning of the attendee journey and considering the attendee experience throughout. Designing the event for the attendee and making sure they feel the impact and wowed in each experience.
Andrew Hoag, MMP, HMCC
category manager, meetings & events
Biogen
If your career were a theme song, what would it be?
“Stronger (What Doesn’t Kill You)” by Kelly Clarkson
Every challenge has sharpened my skills, fueled my creativity and reinforced my belief that even under pressure, the best results come from pushing through and coming out stronger on the other side.
What is the boldest idea you’ve ever championed?
I am a strong advocate for incorporating more continuing education opportunities and networking for procurement professionals supporting meetings and events teams. I feel it is crucial for the success of an SMMP program for procurement teams to understand the business of events and how their work impacts the success or failure of a program. I am actively working with a number of industry organizations to expand these opportunities and make procurement teams feel more welcome at industry events.
What is the smartest risk you’ve taken in your professional life?
This is a tricky question for someone who works to mitigate risk every day. Shifting my career from event production and operations management into procurement has turned out to be a great risk. I am now able to be more strategic, have a broader impact on the business and build many more relationships within Biogen and across the industry.
What is your blueprint for designing events with maximum impact?
My role sits within the procurement organization at Biogen, so my blueprint for designing events looks a bit different. I develop and manage the ongoing strategy for how we buy meetings and events services and manage our vendor partners to provide the very best support for our teams. In short, I make sure we have the proper resources, risk management and vendor expertise to support Biogen’s events across the globe. This mix of workflow, analytics and process is the foundation our teams need so they can focus on designing for maximum attendee impact. I am proud to say we have built a truly collaborative partnership at every stage of the design and planning process, and I think this is the secret sauce that enables all of us to do our best work.
Lynn Hochrine
manager, events & operations
REI
If your career were a theme song, what would it be?
“The Greatest Show”
What is the boldest idea you’ve ever championed?
I have the privilege of saying I design alternate meeting spaces just as often as we use traditional ballrooms. Building a semi permanent glass-walled tent on the banks of a river and setting up a bike corral for hundreds to bike to general session daily is a favorite bold memory.
What is the smartest risk you’ve taken in your professional life?
For me it’s more about daily calculated risks in challenging the status quo, considering how we can improve upon successes (or misses) and unapologetically keeping the audience and their experience at the center of everything we design. The smartest risk I have taken is reminding myself not to wait for permission or invitation for the big, bold idea but continue to be the catalyst.
What is your blueprint for designing events with maximum impact?
Being very crisp on audience, objectives and how we measure success. We aim to make our events a physical, experiential and visual manifestation of our brand, mission and values. We consider the impact of an event also to include our carbon footprint, authentic partnerships in the local community and inclusive design for all attendees. Of course, no event expert would be fully satisfied with an event without some innovative and ground-breaking surprise & delight, that’s the secret sauce on the foundational blueprint.
Alix Mendonca
director, regional sales
Prestige Global Meeting Source
If your career were a theme song, what would it be?
“New Sensation” by INXS
I thrive on seeing everyone and everything before I die, and I want to share that with the world.
What is the boldest idea you’ve ever championed?
I co-founded a networking group for event professionals called the Just Because Happy Hour (aka JBHH) as a way to build community and make connections you can’t find in other professional organizations like PCMA and MPI. Our events are free to attend and, importantly, non-selling, as the focus is on building relationships. If you do that, the rest will follow. Our events happen every other month and consistently get over 100 attendees, and additional chapters have started in Portland, Austin, Vail and soon in Minneapolis, Orange County and Palm Springs.
What is the smartest risk you’ve taken in your professional life?
Coming to Prestige was a huge leap of faith, and the first few years were definitely challenging, but it’s made me a better negotiator and made me realize the importance of how we really are in a relationship business.
What is your blueprint for designing events with maximum impact?
In my role as hotel and meetings negotiator, the blueprint starts with finding and securing the right venue. Location, brand and overall vibe are key to an event’s success, and that’s where we excel.
Brian Bouchelle
director, global accounts
HelmsBriscoe
If your career were a theme song, what would it be?
“Unwritten” by Natasha Bedingfield
We all have a blank page in front of us, and our future is anything we want it to be, as long as we believe in our ability to make things happen.
What is the boldest idea you’ve ever championed?
Founding the BAMIES in 2010 was the boldest idea that I championed. No one wanted an award program for meeting professionals that was agnostic of a particular industry organization. But I knew we needed something to elevate the individuals in the room who had weathered the storm of the economic recession. It proved to be a winning formula that has withstood the test of time, even surviving virtually during the pandemic!
What is the smartest risk you’ve taken in your professional life?
Deciding to go out on my own and join HelmsBriscoe was the biggest risk, but it has given me the most rewards in my career. In addition, I was able to create a downtown walking tour of Napa and open a staffing agency for travel directors, transportation assistance, tour operators and registration concierge assistance.
What is your blueprint for designing events with maximum impact?
I like to find the specific meeting DNA for each event that I am working on. That means identifying the stakeholders’ goals and the attendees’ expectations. Once we pair that with a location that meets these objectives, it’s a winning combination.
Angelika Bazarnik, CPCE
founder
BanquetConsulting.com
If your career were a theme song, what would it be?
“Fight Song” by Rachel Platten
It’s a modern anthem of personal power, and it perfectly reflects my journey. As I shifted from executing events to researching and reshaping how our industry works, I’ve had to bet on my own vision, even when the path wasn’t clear or widely understood. This song captures that spirit of quiet determination, resilience and belief in creating meaningful change, no matter how big the obstacles or how loud the doubt.
What is the boldest idea you’ve ever championed?
I believe in a more emotionally sustainable way of planning events that doesn’t come at the expense of the people producing them. I’m convinced that the stress of event planning can be meaningfully reduced by shifting outdated processes, educating stakeholders and developing tools that directly address operational pain points. Committing to this idea, I’ve dedicated the second half of my career to pursuing a Ph.D., allowing me to focus deeply on this phenomenon and contribute research-driven strategies to help improve the industry from the inside out.
What is the smartest risk you’ve taken in your professional life?
Taking on the challenge of addressing why event planning is consistently ranked as one of the most stressful professions. Stepping away from traditional roles and into an academic setting was both a financial and personal risk, requiring a four-year commitment and self-funding my doctoral studies. But I believed the industry needed evidence-based strategies. This transition has allowed me to connect the dots between real-world experience and research, and I’m now fully focused on researching and developing practical tools and solutions that reduce stress, streamline workflows and support the people who make events possible.
What is your blueprint for designing events with maximum impact?
It starts with eliminating chaos before it begins. My approach is rooted in identifying the stressors that derail events, miscommunication, unrealistic timelines and unclear layouts, and designing strategies to prevent them. I prioritize structure, clarity and flow, ensuring every stakeholder understands the “why” behind the plan.
My blueprint is shaped by two decades of hands-on experience in venue event operations, having led over 6,000 events. Some taught me best practices; others taught me exactly what not to do. Now, by combining that experience with academic research, I aim to create systems that make events feel effortless to guests—but are expertly orchestrated behind the scenes. When teams are supported with the right processes and tools, the impact isn’t just immediate—it’s lasting.
Manmeet Kaur
meeting manager
BCD Meetings and Events
If your career were a theme song, what would it be?
“A Sky Full of Stars” by Coldplay and “This Girl Is on Fire” by Alicia Keys
I often work behind the curtain, but I create the spark that lights up the room. Like “A Sky Full of Stars,” I believe in creating beauty for others to step into—designing experiences that shine even if I stay in the background. And like “This Girl Is on Fire,” I bring quiet intensity, vision and resilience—balancing empathy with execution.
What is the boldest idea you’ve ever championed?
While working in India, I led the global event marketing campaign for Asia’s largest FinTech Festival and helped elevate it to the world stage. The boldest move? Launching the campaign on NASDAQ’s iconic Times Square billboard. Despite operating remotely, I coordinated across time zones, managed international media placements and crafted a compelling narrative that resonated with investors, start-ups and global tech leaders.
It wasn’t just about promotion. It was about positioning the event as a global powerhouse. That single moment in Times Square symbolized the scale and ambition we were driving toward. Today, the festival is in its sixth successful year, drawing over 100,000 attendees and more than 7,500 participating companies from around the world. Last year’s keynote was delivered by the prime minister of India, underscoring the festival’s significance on both an economic and global innovation front. To have played a role in building that momentum, starting with one bold idea, remains a defining moment in my career.
What is the smartest risk you’ve taken in your professional life?
The smartest risk I’ve taken was betting on myself and transitioning from traditional marketing into the world of events, eventually finding my niche in healthcare meetings and compliance-driven planning. What began as a shift turned into a calling. I discovered that events were the perfect intersection of creativity, strategy, people and purpose, and I knew I had found where I belonged.
Planning healthcare events has given my work deeper meaning. Knowing that each program contributes to advancing medical knowledge, educating future healthcare professionals and ultimately improving patient outcomes is incredibly fulfilling. Whether it’s professional education meetings, training meetings or advisory boards, I take pride in creating environments where learning can thrive and innovation can be shared. It’s more than logistics. It’s about helping shape the future of healthcare, one event at a time.
What is your blueprint for designing events with maximum impact?
I design with people in mind and patterns in hand. My blueprint is grounded in what makes people show up, and more importantly, what makes them come back. I analyze what’s worked before, study behavior on-site and build on insights, not assumptions.
For me, impact isn’t about spectacle. It’s about connection. I focus on what drives real engagement: clear purpose, frictionless logistics, inclusive choices and meaningful moments that reflect the audience’s needs. I treat every event like a prototype, testing, refining and evolving with each experience.
It’s part instinct, part data and 100% driven by how people feel when they’re in the room and long after they leave it.
Mark Bogdansky
vice president, trade shows and community engagement
Auto Care Association
If your career were a theme song, what would it be?
“Life’s Been Good” by Joe Walsh or “On the Road Again” by Willie Nelson
What is the boldest idea you’ve ever championed?
After 75+ years of designing our floor plan one way, we completely changed it up and segmented the floor—it was a radical change.
What is the smartest risk you’ve taken in your professional life?
Investing in building out a running Auto Repair Shop on the trade show floor—with a fully equipped exhaust system, lifts and running cars.
What is your blueprint for designing events with maximum impact?
Every decision we make has to satisfy one of two questions: How is this enhancing the attendee experience? or How is it providing more exhibitor value?
Brittany Fiore
planner, conferences & events
Commonwealth Financial Network
If your career were a theme song, what would it be?
“Bigger” by Beyoncé
The lyrics and overall message of the song not only reaffirm my worth as an individual but also highlight the power of collaboration. It’s a reminder that the work our team and I do isn’t just about creating events; it’s about crafting meaningful experiences that reflect our brand and values. The line “Bigger than you, bigger than me” captures exactly what drives me every day. Together, we build something greater than ourselves, and that’s what makes this more than just a job. It’s a career I’m proud to be a part of.
What is the boldest idea you’ve ever championed?
The boldest idea I’ve ever championed is that safe ideas rarely lead to standout experiences. I’ve built a career around challenging the status quo—believing that real growth only happens when you’re willing to take risks and think creatively.
Instead of repeating what’s been done, I encourage myself time and time again to reimagine what an event could be. Recently, I redefined the concept of a final evening event for 250 guests by creating an intimate atmosphere with custom-built wooden structures surrounding each table, strung with warm lighting. We placed entertainment in the center of a square-shaped table layout and added interactive experiences between chefs, sommeliers and attendees—turning the evening into a multi-sensory, immersive experience.
Attendees described it as the best event they’ve ever attended, citing the intimate setting and unexpected personal connections it fostered. Some ideas are moonshots—and while not every risk lands exactly as planned, each one delivers either greater impact or a valuable lesson that shapes future success.
What is the smartest risk you’ve taken in your professional life?
The smartest risk I’ve taken in my professional life is choosing not to fear failure—and to stand up for what I believe in. Early in my career, I learned that avoiding mistakes stunts growth. Instead, I committed to owning them—openly and honestly.
That mindset was put to the test when I championed an idea for an event that some members of management didn’t believe would work. I stood my ground—confident in my vision and willing to take full responsibility if it failed. Thankfully, the event was a success, but the real takeaway was even more meaningful: I found my voice. I realized that even if it had failed, I would’ve been proud of taking the risk and staying true to my instincts.
That willingness to take ownership and embrace vulnerability has taught me how to pivot quickly, solve problems creatively and lead with resilience—skills that are essential in an industry where adaptability is everything.
What is your blueprint for designing events with maximum impact?
My blueprint is never a template. Every event I plan is approached as a one-of-a-kind experience, tailored from the ground up. I start by understanding the specific goals of the event, then craft a custom strategy designed to exceed expectations—with built-in flexibility to pivot seamlessly when the unexpected arises.
From collaborating with local experts to diving deep into event-specific content, I ensure every detail aligns with the bigger purpose. Plans may change—but the impact never does.
Brien Arone
vice president, global accounts
HPN Global
If your career were a theme song, what would it be?
“Jingle Bells” by James Pierpont
Not for the holiday itself, but from a standpoint of that song mentioning “gifts”… because in our industry (and in our one life), when you live each day in the “present” and treat it like the “gift” it is, it brings many together—and gives so many reasons to share smiles and successes together!
What is the boldest idea you’ve ever championed?
To realize the true success in our industry is in helping others achieve their goals! All of my awards and success in my 16+ years with The Ritz-Carlton and five years with HPN Global are all byproducts of how much I care about making others smile and achieve their goals! In a industry plastered with quarterly goals, year end goals, contracts and more, it is beyond bold to put others successes before your own. And you feel like a true champion in the end, when you not only help someone else in our industry achieve their goal, but, in the process of wanting that so bad for them, you end up as a byproduct, hitting your own!
What is the smartest risk you’ve taken in your professional life?
Having the courage to cut the Pinocchio strings off my elbows in a corporate job and learning how to walk on my own…in a manner of doing business in my own colorful way. From my heart to others’ hearts! By taking a magnifying glass to when Covid happened and not stopping looking until I could find any sort of silver lining!
What is your blueprint for designing events with maximum impact?
I feel the secret to success in designing an event doesn’t come from a blueprint, but it comes from the heart! So, I personally treat every event more like a blank canvas than a blueprint, as events in our industry and life are both moving targets. So, tackling each day that goes into designing that event with all your heart (and defining success differently than others in the world of designing events) is the real blueprint for designing events with the maximum impact, but the maximum memories as well!
Veronica Seaman, CMP, CSEP
director, event & conference management
MassMutual
If your career were a theme song, what would it be?
“Don’t Stop Me Now” by Queen
What is the boldest idea you’ve ever championed?
One of the boldest—and proudest—moments of my career was championing a general session format that completely broke the mold. Instead of the traditional long-form presentations, I proposed a high-energy series of 20-minute quick-fire segments, each packed with smart, funny scripting and dramatic scenic set changes.
It was a creative risk, and we only had 52 days to pull it off. The format was fast-paced, theatrical and unlike anything we—or our audience—had done before. But I believed in the power of surprise and momentum to drive engagement and retention. What made it truly special was the passion and trust within our team. We bonded over the challenge of building something new, fueled by a shared commitment to excellence and innovation.
The result? It landed. The audience was captivated, the messaging hit home and the experience left a lasting impression. That session didn’t just meet expectations—it redefined them. It’s a moment I’ll always carry with pride because it proved that bold ideas, when executed with heart and precision, can truly transform an event.
What is the smartest risk you’ve taken in your professional life?
The smartest risk I ever took was launching my own business at the start of my career—it was the catalyst for my entire career in events. It was one of the most demanding and rewarding experiences of my life, and it ignited an entrepreneurial spirit that still drives me today. Building something from the ground up taught me how to lead with vision, adapt under pressure and collaborate deeply with clients. I learned how to scale programs with intention, and how to stay resilient through uncertainty. That experience shaped not only my professional path, but also gave me the confidence to take bold, strategic leaps.
What is your blueprint for designing events with maximum impact?
My blueprint for designing events with maximum impact begins with the mindset: Challenge the status quo. I believe the most memorable and transformative events are born when we’re willing to question the expected and take bold, strategic risks.
Rather than defaulting to what’s been done before, I start by asking: What if we did it differently? That means reimagining the attendee journey, experimenting with unconventional formats and curating experiences that surprise, engage and resonate on a deeper level. I look for opportunities to break patterns—whether it’s flipping the agenda structure, integrating immersive technology or designing spaces that foster unexpected connections.
Risk is part of the process. But I see risk not as recklessness, but as a willingness to innovate with intention. I back bold ideas with data, collaboration and contingency planning. And I always keep the “why” at the center—ensuring every element of the event aligns with the core purpose and delivers value to the audience.
Ultimately, my goal is to create events that don’t just meet expectations—they shift perspectives, spark momentum and leave a lasting imprint.
Chloe Richardson
head of content
ELX
If your career were a theme song, what would it be?
“Breakaway” by Kelly Clarkson
What is the boldest idea you’ve ever championed?
When it comes to content, I like to be as experimental as possible! From workshops and speed networking to game show formats and hot wings panels, I try to always be one step ahead so our audiences are experiencing something new. When your attendees are global heads of events, this is more important than ever! More recently, a content session was proposed using the Japanese format PechaKucha. This literally means “chitchat” and is a six-minute, 40-second presentation method with automatic slide advancement that strictly has 20 slides that the presenter speaks to for 20 seconds each.
It is supposed to be much more engaging for audiences, while keeping speakers on track. However, it’s a very specialist way to present and needs a lot more preparation than usual sessions! Four of our brave members embraced this challenge in our Annual Congress this year, and the feedback was that many others are going to try it for future sessions, including leadership events at Fortune 500 organisations.
What is the smartest risk you’ve taken in your professional life?
My career feels like a constant risk, because I never like to be comfortable. However, if I were to be more specific, my smartest risk was, and is, refusing to be quiet. In an industry where being polished is often seen as a strength, I made a conscious decision to be loud, bold and unignorable. I turned my performance background, my voice and my energy into an asset—on stage, in strategy sessions and in content programs. I knew I’d maybe lose a few people along the way, but wasn’t here to be palatable—I was here to be effective and make a real difference in an industry I love, and have represented now for 16 years. And that risk—to build a reputation on presence over perfection—is what has opened the biggest doors in my career.
What is your blueprint for designing events with maximum impact?
For me, it’s all about the content. And when I say content, it goes beyond just having a roster of great speakers and relevant topics. The content needs to be the backbone of your event, whether this be through innovative networking features or engaging in interactive sessions that leverage the collective intelligence of audience members and attendees, to the extent that they become a fundamental component of the agenda. Many people say content is king, and I go one further by saying it’s actually contribution that is the driving force behind a successful content program—the more you can get your attendees truly involved, and this isn’t just through live polling or a “show of hands,” the more successful and memorable your event.
And of course, the more memorable your event, the more it can drive long-term impact.
Michelle Edmonson, CEM
vice president, exhibitions
The Association for Manufacturing Technology (AMT)
If your career were a theme song, what would it be?
“All My Roads” by Collin Raye
While this is traditionally a love song, it fits. Because truly, all the roads I have taken, right or wrong, have led me to where I am. And I don’t regret any of the mistakes and lessons I’ve learned along the way.
What is the boldest idea you’ve ever championed?
Being part of IMTS (The International Manufacturing Technology Show) has given me the opportunity to champion bold ideas that push the boundaries of what’s possible at a trade show.
In 2014, when additive manufacturing was more of a frontier technology, we partnered to 3-D print a working electric car live on the show floor—start to finish in just six days. On the final day, we drove it out of McCormick Place. That moment captured the spirit of innovation that defines IMTS. We’ve also taken bold steps like giving up 5,000 sq. ft. of prime exhibit space at the front of the hall to launch the Emerging Technology Center—a showcase for what’s now, what’s new and what’s next in manufacturing. It’s since become one of the show’s most anticipated and iconic attractions. We also created Exhibitor Passport, a digital engagement platform that allows exhibitors to personalize their outreach, refine messaging and deliver targeted campaigns to connect more effectively with attendees.
But the boldest idea with the potential to transform the trade show industry in lasting ways is our Custom Block Package program. Introduced in 2006, it gives exhibitors true cost certainty. Instead of unpredictable post-show invoices, exhibitors are assigned to one of six pricing tiers based on the weight density of their booth and charged a flat rate per square foot. The package covers labor, drayage, carpet, visqueen and nightly cleaning. It removes the burden of micromanaging logistics and shifts responsibility to the general contractor, allowing exhibitors to focus on creating a great experience. While there was some initial resistance, it’s now a trusted and valued standard that saved our exhibitors operational costs and stress.
What is the smartest risk you’ve taken in your professional life?
The smartest risk I’ve taken in my career was saying yes to a new opportunity that pulled me out of my comfort zone and into a new industry.
I started my career in the trade show and meetings industry in 1995 as an on-site “roadie” for Galaxy Registration (now known as Maritz). During my nine-year tenure, I rose to director of on-site operations, leading teams and supporting some of the largest events in the industry. I loved everything about my job—the people, the work, the clients.
So, in 2004, when I was asked to interview for the manager of operations role running operations for IMTS, I found myself in a quandary. When I was offered the job, it became an even harder decision. I’d be leaving a company and team I loved—and stepping into a new world of unknowns. After many days and hours of deliberation, I ultimately took the leap.
It was one of the hardest—and best—decisions of my career. Today, I’m incredibly proud that one smart risk opened the door to growth I never imagined. I now sit as the head of IMTS, surrounded by an amazing team, incredible partners and a remarkable industry—all working together to deliver an amazing show.
What is your blueprint for designing events with maximum impact?
Great events don’t evolve by accident—they start with the courage to begin again and the discipline to design with audience-first.
That’s why I approach every show like a launch. Starting with a blank slate allows you to assess your industry’s needs and build something intentionally and holistically—not just better than before, but meaningfully different. This fresh-start mindset invites bold thinking and new energy, helping us create exciting experiences, inspire innovation and drive measurable business growth. While reflecting on past ROI and ROO is important, repeating what worked before rarely leads to transformative results.
Designing for your audience means making the attendee experience your north star. Our job is to connect the right buyers to the right sellers—and to do that, we have to focus first on the attendees’ needs. Exhibitors are a key part of the ecosystem and need the right tools and support to succeed. Ultimately, we design with their customers in mind. When we lead with clarity, creativity and an unwavering focus on who the event is really for, everyone wins—and the impact lasts far beyond the show floor.
Jane Maine, CMP
founder & CEO
Contenta Meetings & Events
If your career were a theme song, what would it be?
“Dynamite” by BTS
What is the boldest idea you’ve ever championed?
Hiring Snoop Dogg for a corporate offsite as the surprise performance during the band’s set break. It was a complete surprise and delight moment. There were easter eggs along the way in the event comms, attire suggestions and specialty cocktails, but when Snoop got on stage, the crowd completely lost their minds. It was one of the most memorable sales meetings many of the 1,000 attendees have ever been to.
What is the smartest risk you’ve taken in your professional life?
Starting Contenta Meetings & Events in 2021. Leaving a corporate job was a tough decision, but I always felt entrepreneurial. The past four years have been an incredible ride. I wouldn’t change a thing and look forward to growing CME in the years to come.
What is your blueprint for designing events with maximum impact?
My favorite part of event planning is meeting a client for the first time and doing a deep dive to determine their purpose and objectives. I consider Contenta a concierge-style event planning company that crafts “wow” moments that leave a lasting impression. We strive to amplify brands. We always say we love cookies, but we are not cookie-cutter.
Nicole Nichols, M.S., CMP
events & meeting planner
Information Services Group (ISG)
If your career were a theme song, what would it be?
“Unstoppable” by Sia
What is the boldest idea you’ve ever championed?
One of the boldest ideas I championed was reimagining the registration process for a client who believed it simply needed to be “streamlined.” I challenged that notion by reframing registration not as a task, but as the first touchpoint in the attendee journey—an opportunity to set the tone for the entire event experience.
Rather than a standard check-in setup, I introduced a multi-sensory, color-coded registration system that segmented attendees by role or access level, reduced wait times and created a sense of personalization from the moment they arrived. We added subtle design elements—lighting, directional signage and welcoming staff—that transformed what had once been a transactional moment into a branded, welcoming experience. It wasn’t just process improvement—it was experience design at its earliest point of contact. The result? Attendee satisfaction scores rose significantly, and the client adopted this model across all future events.
What is the smartest risk you’ve taken in your professional life?
The smartest professional risk I’ve taken was stepping into public speaking within the events industry—something I never envisioned for myself. It actually happened by accident during Covid, when in-person events came to a halt and uncertainty around job stability was at an all-time high. Out of that disruption, a new door opened.
At first, it was incredibly uncomfortable. I never considered myself a public speaker, and putting myself out there in such a visible way felt risky and vulnerable. But I leaned in, and it quickly became one of the most rewarding parts of my career. It allowed me to amplify my voice, share knowledge, connect with others in the industry and grow in confidence and influence. What began as a response to a crisis turned into a defining moment of personal and professional growth.
What is your blueprint for designing events with maximum impact?
My blueprint for designing impactful events begins and ends with the attendee experience. I approach each event by first asking: Who is the audience, why are they attending and what do they need in order to feel engaged, valued and inspired? From there, I design a journey that aligns with both their expectations and the event’s overall goals. I map out key touchpoints—before, during and after the event—to ensure each moment is intentional and reinforces the desired outcome, whether that’s education, connection, celebration or action. Ultimately, my goal is to curate an experience that resonates deeply, leaves a lasting impression and drives measurable results.
Sulema Peterson
executive director
State Association of County Retirement Systems (SACRS)
If your career were a theme song, what would it be?
“I Will Survive” by Gloria Gaynor
What is the boldest idea you’ve ever championed?
The boldest ideas I’ve championed professionally have been during my time with SACRS (State Association of County Retirement Systems). Together, SACRS Board of Directors and members have established several initiatives related to education, member benefits and community outreach. In my role as the executive director, it’s my responsibility to bring ideas like the ones below and help facilitate/implement when approved.
- In 2007, with UC Berkeley’s Executive Development department, I developed and implemented the SACRS Modern Investment Theory and Practice Conference (UC Berkeley Haas School of Business Executive Education): SACRS and Berkeley Executive Education, a part of the UC Berkeley Haas School of Business, have partnered for over 18 years to offer the Public Pension Investment Management (PPIM) program. This program, designed for SACRS members, explores current investment theory and practice for retirement systems. The most recent program was held from July 13-16, 2025.
- In 2007, we worked with VSP and the California State Legislature to implement AB 1288, which allowed a Vision Service Program (VSP) for California Retirees in the 1937 Act Counties in California. California retirees have access to a vision care program offered through Vision Service Plan (VSP). This program provides coverage for eligible retirees and their dependents, with options for a basic or premier plan. Enrollment typically occurs during retirement, following COBRA coverage or during open enrollment.
- Develop the SACRS Community Hero Award: This award recognizes local non-profit organizations that make a positive impact and contribute to the quality of life in the communities where SACRS events and meetings are held. These organizations are recognized for their work in advancing social good and may receive sponsorships or grants to support their initiatives.
What is the smartest risk you’ve taken in your professional life?
My decision to 10X myself and step down from a C-Suite position in 2017 to start my own company, Sulema Peterson & Associates, was a leap of faith that has become the smartest risk I’ve taken in my professional life.
Despite starting with no clients, office or staff, my confidence in my own abilities, earning potential, desire for personal fulfillment and lack of fear propelled me forward. I’m now celebrating nearly eight years in business with happy clients, exciting projects, a talented team and the freedom of owning my time.
This incredible journey didn’t come easy. I had significant challenges, including a breast cancer diagnosis, a double mastectomy and contracting Covid, all at the end of 2020—the same year I turned 50. During that challenging period, I also successfully navigated the complexities of producing online conferences for organizations unfamiliar with webinars, served as a session moderator for CalSAE “Seasonal Spectacular” on behalf of my MPI Sacramento Sierra Nevada Chapter and successfully kicked cancer’s arse.
My “smartest risk professionally” is a testament to the power of believing in myself and taking the calculated risks needed to achieve my dreams on my terms.
What is your blueprint for designing events with maximum impact?
As a meeting, events and association management professional with over two decades of experience, I’m deeply committed to ensuring positive ROI, growth and success for my association members and my firm’s clients. Relying on my strong organizational skills, paying meticulous attention to detail and applying a creative approach to conceptual design is my blueprint for creating impactful events.
Cultivating strong relationships is fundamental to success. Fostering collaboration and alignment with client and member needs are critical to meaningful events. I thrive on engaging people effectively, prioritizing the human element in my event and association work.
Our firm’s expertise encompasses the complete lifecycle of events and association management, from initial concept to post-event analysis. This involves clearly defining objectives and goals, articulating expectations and collaborating on personalized events and attendee experiences.
I’m fortunate that my association members and board of directors are also dedicated to incorporating sustainable strategies into our meetings and events to minimize environmental impact and promote long-term success. They understand that my job includes evaluating their venue choices, encouraging green meeting options and reducing waste through innovative solutions such as “food rescue” with our hotel partners.
I’ve built a track record that includes successfully delivering events with high client satisfaction and member engagement, demonstrating an aptitude for fostering collaboration and achieving measurable outcomes. My commitment to continuous learning and staying updated on industry trends further improves my ability to create impactful events and drive organizational growth.
Renu Ajwani
event director
Wynford
If your career were a theme song, what would it be?
“Don’t Stop Me Now” by Queen
What is the boldest idea you’ve ever championed?
While producing an event in Las Vegas, we faced a major logistical challenge: The hotel’s strict policies meant attendees could only check in at the front desk, while the designated location to distribute name badges and conference materials was a good 10–15-minute walk away—a tough ask in Vegas, especially for our demographic.
Knowing this audience, I anticipated low engagement and proposed a bold solution: We would transform the materials pickup into a high-end shopping experience. Attendees were invited to choose a premium gift on-site—a personalized, exciting incentive that created a buzz from the moment they checked in.
The result? Attendance was phenomenal. Not only did we meet our operational goals, but the gifting moment became a memorable highlight of the event, proving that thoughtful, strategic creativity can overcome even the most rigid constraints.
What is the smartest risk you’ve taken in your professional life?
For an outdoor event that had been months in the making, all signs pointed to perfect weather—until they didn’t. Just days before, subtle shifts in the forecast raised red flags. Rather than hoping for the best, I made the strategic recommendation to move the entire program indoors.
It was a significant pivot that required renegotiating with the venue, adjusting layouts and managing attendee expectations. There was hesitancy at first, but I backed my decision with clear reasoning, contingency planning and an unwavering commitment to guest comfort and program integrity.
When heavy rain hit the area on the day of the event, the move proved invaluable. The experience ran flawlessly, and the client was deeply grateful we had taken preemptive action. It worked out even better in the indoor setting due to having more space and more comfortable temperatures.
It reinforced something I’ve always believed: Smart risks don’t have to be dramatic—they just need to be thoughtful, timely and rooted in protecting the bigger picture.
What is your blueprint for designing events with maximum impact?
My approach begins with deep collaboration: working closely with clients to understand their vision while ensuring budgets are respected. I proactively negotiate with suppliers to meet mutual objectives, cultivating relationships built on transparency and trust.
Meticulous attention to detail keeps every phase of the project on track, from planning through execution, ensuring deadlines are consistently met. I’m adept at navigating the unknown—especially when working with diverse personalities across stakeholders—to foster unity and shared purpose.
Ultimately, witnessing an event come to life after investing heart and soul into every detail is the most rewarding part of the journey. That transformation from concept to reality is where true impact is made.
Andy Blunt
senior manager, events & brand experience
Freeman
If your career were a theme song, what would it be?
“Stronger (What Doesn’t Kill You)” by Kelly Clarkson
What is the boldest idea you’ve ever championed?
The boldest idea I’ve ever championed was during my time at GameStop, where I led events and employee engagement for more than 3,000 store leaders. Coming out of the pandemic, the company, like many others, was grappling with how to re-engage its workforce and reconnect with customers. In a retail environment where most products could easily be bought online, the challenge was how to create meaningful, in-store experiences that drove both employee enthusiasm and customer traffic.
I proposed a bold, five-tier engagement strategy centered around major video game releases. The program connected product training, performance-based incentives and immersive in-store midnight launch events, sponsored by the video game publishers themselves. I built a scalable, evergreen framework that could be tailored to different game titles and partners. Then I worked directly with publishers to co-create exclusive content and rewards that gave employees a reason to get excited and customers a reason to show up.
What started as a pilot became the standard for Tier 1 game launches. By the end of my time at GameStop, I had secured one of our largest employee engagement partnerships with Nintendo to launch “The Legend of Zelda: Tears of the Kingdom,” an activation that brought the vision full circle.
What is the smartest risk you’ve taken in your professional life?
The biggest risk I’ve taken in my professional career was leaving my first “adult” job for something bigger. I began in the hospitality industry at a small, mom-and-pop company with fewer than ten employees. It was a foundational experience that helped me grow into a confident leader, creative thinker and skilled event planner. Still, making the decision to leave that safe and familiar space was terrifying. I didn’t know if I’d thrive in a large, truly corporate environment or if I’d fail altogether.
But taking that leap turned out to be the smartest move I’ve ever made. It pushed me toward tougher challenges, invaluable mentors and a network of people who still support me to this day. Life has a way of working out even better than you imagined, but only if you’re brave enough to step into the unknown.
What is your blueprint for designing events with maximum impact?
My blueprint for designing events with maximum impact is rooted in three key principles: purpose, personalization and participation.
First, I start with the “why.” Whether it’s driving sales, inspiring a team or launching a product, I design every touchpoint around the core objective. Then I focus on personalization, making sure the experience feels tailored to the audience, not just another cookie-cutter event. This means understanding the people in the room, what motivates them and how to make the content resonate on both a professional and emotional level.
Finally, I emphasize participation. I don’t believe in passive attendees; I want them engaging, interacting and walking away with something they felt part of. One example of this was my work at GameStop, where I created a nationwide engagement strategy around video game releases that blended training, incentives and in-store events. It wasn’t just about launching a product; it was about giving employees and customers something to be excited about together. That same mindset shapes everything I build: experiences that inspire action, create connection and leave a lasting impression.
Samantha Rosen, DES
event manager
Torys LLP
If your career were a theme song, what would it be?
“It’s My Party” by Lesley Gore
It’s pretty hilarious!
What is the boldest idea you’ve ever championed?
A great idea that I championed was introducing a venue sourcing platform called HOPSKIP to my previous team. At the time, our process for sourcing venues for conferences was manual, time-consuming and often inconsistent. I saw an opportunity to completely reinvent how we approached this critical part of event planning.
I researched and vetted HOPSKIP, then led the initiative to integrate it into our workflow. I presented the platform to the team, highlighting how it could streamline venue sourcing, centralize communication and significantly reduce turnaround time. I also created a rollout plan, provided training and tracked performance metrics to demonstrate its impact.
The result? We cut our venue sourcing time by more than half and improved overall efficiency and collaboration. It was a bold shift from the status quo, but it empowered our team to work smarter and focus more on strategy and experience design rather than logistics.
What is the smartest risk you’ve taken in your professional life?
The smartest risk I’ve taken in my professional life was in 2018, when I made the bold decision to completely shift careers into event management—while three months pregnant. At the time, I was leaving behind the field that I had studied and trained for for over 10 years. I made this change to pursue something I was deeply passionate about, knowing it would require resilience, adaptability and a steep learning curve.”
It wasn’t an easy choice, but it was the right one. Over the past six years, I’ve built a career rooted in creativity, strategy and client satisfaction—and I’ve done it while navigating motherhood and a major professional transformation.
That leap taught me that the smartest risks are the ones aligned with your values and vision. It’s not just about changing careers—it’s about betting on yourself, even when the timing isn’t perfect. And for me, that risk has paid off in every way.
What is your blueprint for designing events with maximum impact?
My blueprint for designing impactful corporate events is rooted in four guiding principles: authenticity, integrity, innovation and an unwavering commitment to client satisfaction.
Authenticity: I ensure every event reflects the true identity of the brand. From messaging to design, I create experiences that feel genuine and aligned with the company’s voice and values.
Integrity: I believe trust is everything. I communicate transparently with clients, vendors and stakeholders, and I hold myself accountable to the highest standards of professionalism.
Innovation: I’m always looking for fresh, creative ways to elevate the experience — whether it’s through technology, storytelling or unexpected moments that surprise and delight.
Client Satisfaction: At the core of every decision is the client’s success. I listen closely, anticipate needs, and go above and beyond to deliver events that not only meet expectations but exceed them.
For me, maximum impact means more than just a successful event—it means creating a strategic experience that strengthens relationships, drives results and leaves a lasting impression.
Jackie Stone, CMP
senior meeting & event producer
Destination Consultants
If your career were a theme song, what would it be?
“Titanium” by Sia
It reflects how I feel about my work. I always get complimented that you don’t see me stressed. I tell people that if I were an animal, I’d be a duck because everything is cool and calm on the surface, but underneath the water, my legs are paddling like crazy!
What is the boldest idea you’ve ever championed?
The boldest idea I’ve ever championed was letting a 13-year-old DJ an event. It was an idea from someone else on the team and I was on board after watching a sample video of his that a parent took. The attendees loved it and, five years later, he’s coming back to DJ again. I cannot wait to see the reactions of our attendees who were there five years ago and remember him.
What is the smartest risk you’ve taken in your professional life?
The smartest risk I’ve taken in my professional life was stepping away from a stable, 13-year career to pursue a new path in a completely different industry. While it was a leap into the unknown, it challenged me to grow, adapt and rediscover my passion in a new way. That decision has been one of the most rewarding of my career, opening doors to meaningful work and opportunities I never would have imagined.
What is your blueprint for designing events with maximum impact?
I believe the most impactful events are designed for people, not just about logistics. My blueprint involves thinking like an attendee at every stage. Would I understand this invitation? Would I feel welcomed on site? Does the content resonate? Is the survey worth my time? By anticipating needs and removing barriers, I create events that flow naturally and connect people to the purpose behind the gathering.
Tarin Wilson
founder
plan A events
If your career were a theme song, what would it be?
“Ain’t No Mountain High Enough” by Marvin Gaye & Tammi Terrell
Keep meeting the challenges and finding a way to deliver extraordinary experiences.
What is the boldest idea you’ve ever championed?
Privatizing a commercial flight to Cuba was a bold idea born out of necessity. A few months before a 250-person conference, which included a private flight from Miami to Havana, a new U.S. policy suddenly banned private flights to the city. With our plans in jeopardy, I called JetBlue directly. When they asked, “How many seats would you like to purchase?” I replied, “All of them.” We ended up securing four entire commercial flights—a solution that was not only cost-effective compared to chartering private jets but also offered our guests an elevated, seamless travel experience. We worked with the airline to add personalized touches like a private check-in desk, champagne and snacks at the gate, expedited visas and security, and custom onboard announcements. Even the airline was impressed with our out-of-the-box strategy.
What is the smartest risk you’ve taken in your professional life?
The smartest risk I’ve taken was stepping out of the role of a hired gun and into full ownership of events and trips.
Eighteen years ago, I took a leap and licensed a high-end consumer event, which was my first experience shouldering financial risk. It was nerve-wracking to self-finance the project and face the real possibility of losing money. But after turning a modest profit that first year, I saw the potential of the owner/operator model. That decision changed the trajectory of my business.
Since then, I’ve produced corporate retreats and private group trips for nonprofit partners, helping them raise meaningful funds while eliminating their financial exposure. Owning the full event lifecycle—from budgeting to execution—has proven to be a smart, scalable model that delivers high value to clients and stakeholders alike.
What is your blueprint for designing events with maximum impact?
Designing an event with impact is a lot like building a house since you can’t raise the roof until the foundation is solid.
I begin with the basics: date, time, location, venue, capacity, pricing and, most importantly, the “why.” Once that’s in place, I build the structure: a strong program, smart logistics, a sound budget and a plan that makes sense from start to finish. After the foundation and framework are solid, that’s when the real fun begins—layering in those unexpected touches, like fifty vintage cars waiting outside to transport the group to dinner or the famous musician that just casually walks into the room and starts playing. It’s the surprise-and-delight moments that people didn’t see coming that make an event memorable, that make it stick.
Thuy Diep, CGSP, DMCP, CSEP, HMCC
senior meetings & events planner
CWT Meetings & Events
If your career were a theme song, what would it be?
“Vienna” by Billy Joel
Always has been, always will be. It’s the ideal soundtrack to my professional life: an anthem that chooses peace of mind over constant chaos, balanced ambition paired with deliberate timing and successful impact that doesn’t burn out the soul. “Vienna” is my gentle reminder that forced flow is overrated and genuine joy is non-negotiable.
What is the boldest idea you’ve ever championed?
Remaining authentic, especially when the pressure to conform is high. In an industry that often favors the polished and perfected, I’ve embraced vulnerability in my professional approach. True connection comes from being genuine and the result speaks volumes. Trust is built, networks are widened and the shared experience resonates more deeply because they reflect who we truly are—not just what we think people want to see.
What is the smartest risk you’ve taken in your professional life?
In the summer of 2017, I hit pause on my career to solo backpack across 33 European countries. With no set itinerary—just pure curiosity, courage and a one-way ticket—it was the smartest professional risk I’ve ever taken. Immersing myself in unfamiliar places, cultures and conversations taught me how it feels to be on the other side of an experience, not just planning it. That unforgettable adventure didn’t just change how I see the world; it transformed how I design for it.
What is your blueprint for designing events with maximum impact?
My blueprint is simple: ‘Think, believe and act intentionally.’ Before budgets, timelines and venue specs, I ask: What is the purpose? How do we want our guests to feel? What transformation should this experience spark in mood, mindset and behavior? When being intentional leads, every decision becomes more meaningful, from the pacing of a program agenda to all the small details in between. Maximum impact isn’t about more…it’s about doing the right things with precision, purpose and heart.
This article appears in the September 2025 issue. You can subscribe to the magazine here.
