Event Industry Leaders to Converge at TRANSFORM USA

May 3, 2018

Transform USA has lined up an impressive array of event industry leaders to lead panel discussions and break-out sessions at its upcoming event, set for July 18 at the Newseum in Washington, D.C.  

Senior leaders of association, for-profit and corporate exhibitions and venues who are in attendance will have a chance to hear and engage with thought leaders from Clarion/UX, ReedPOP, National Kitchen & Bath Association, Reed Exhibitions and North American Veterinary Conference who will be focusing on how show organizers will be using data, analytics and digital to shape their events, organizations and the overall industry.

“Our conference committee has put together a stellar program,” said Denzil Rankine, executive chairman of AMR International, which produces the show and supports all facets of strategy, operating model improvement, data and digital, event lifecycle and transactions in the events industry. 

He added, “Leaders in the industry are ready to share their successes and challenges in implementing new data, digital and analytics being used to improve events and match them to market needs.”

To be moderated by Rankine, the conference will feature three dynamic panel discussions, structured breakouts on the panel topics, a showcase of the latest technology as well as one-to-one networking opportunities.

Panels will include:

  • Look What We’ve Learned – Buzz Words in Action: This kick off panel will feature Amy Fischer of Reed Exhibition, Bill Darcy of National Kitchen & Bath Association and Greg Topalian of Clarion/UX who will focus on the many new ways to engage through digital transactions, matchmaking, social media and customer interactions. 
  • Stop Talking – We Did It – Come Listen: Lance Fensterman head of Reed POP, Michael Shaiman from Helios Interactive and Tom Bohn from the North American Veterinary Conference will share new and innovative ideas they have implemented for their events that are transforming the experience of their attendees.
  • Blue Sky Thinking – Modeling the Future: The afternoon panel discussion featuring Ailis McKernan from AMR International, Deborah Sexton from PCMA and Jamie Notter, author of “When Millennials Take Over” will discuss how the digital transformation is a culture change and how that change is impacting future modeling for events and talent in the workforce.     

All of Transform USA’s speakers will then host round table discussions for industry peers to foster open and honest conversations on what is working, the challenges they have faced and how to implement new ideas.

As a one-day invitation only conference for C-suite executives, Transform USA focuses on how forward-thinking organizers can benefit from the transformation driven by technology in events. The format allows delegates to not only listen and learn but also to quiz thought leaders in structured breakouts and network with industry peers.

“From modeling the future for both events and talent in the workforce, to engaging your audience in this digital world and innovative real world examples of what is working, this one-day networking and learning event is a terrific opportunity for exhibition organizers, association and venue executives to come together, dig deep and walk away with actionable solutions,” Rankine said.

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Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.