Trade Show Leader: National Restaurant Association’s Mary Pat Heftman

July 16, 2016

Mary Pat Heftman has full responsibility for strategic development, execution and promotion of the annual New England Food Show and the National Restaurant Association Restaurant, Hotel-Motel Show (NRA Show) /BAR @ NRA Show, the largest annual food and beverage tradeshow in the world.  She is also involved with strategic alliance development and oversees contracting for all Association meetings.

Heftman joined the National Restaurant Association in 1990 and has held positions of progressively increasing scope and responsibility in the National Restaurant Association with her primary focus on convention and sponsorship growth.

Her expertise in all aspects of the very successful Show has led to the development of new events, innovative programming and event acquisition. Under her leadership, the NRA Show continues to add innovative and imaginative programming, pushing the NRA Show further out front as the leading event in the hospitality industry, raising the level of excellence.

Heftman is a nationally recognized leader and speaker in the convention industry and has served for organizations including the Professional Convention Management Association, Choose Chicago, Major American Trade Show Organizers, the International Association of Exhibitions and Events, the Center for Exhibition Industry Research (CEIR); and also the Council of Hotel & Restaurant Trainers (CHART) Advisory Council.  She has also spoken at numerous national meetings within the convention industry.

In the midst of continuing to work on growing the NRA Show event more and all of her work with industry organizations, Heftman filled TSNN in her time in the industry.

TSNN: How did you get started in the industry?  

Mary Pat Heftman: I knew I wanted to get into events (consumer or professional) and networking through my Alumnae network I met Tom Corcoran (then NRA Show Director).  He connected me with the PR Team for the Taste of Chicago which was run by the Illinois Restaurant Association.  From the Taste, I transitioned into their tradeshow department

TSNN: How different was the industry when you started, compared with today? 

Heftman: As far as what a tradeshow exhibit floor looks, the materials that exhibits are made of is different but the exhibit floor looks the same.  Today the Show organizer takes a much bigger role in the experience of the attendee with on floor interactive events and other programming.   As for managing a tradeshow, there was limited automation and technology and the fax machine was the great new technology for communication. 

TSNN: What are some of the lessons you have learned being a part of this industry?

Heftman: Face to face gatherings are even more important and appreciated than before technology.  We collect an enormous amount of data and mining it is a challenge so before you collect more data, determine what and how you are going to use it. If you can’t answer those questions, it might not be the right thing for you to spend your resources on.

TSNN: What is your favorite part of being in the industry? 

Heftman: Convening people to learn, network and celebrate their industry.  Also the people within the convention and meeting industry.  The people in this industry are hardworking, committed to success and fun.  I have been fortunate to make many lifelong friends throughout the industry.

TSNN: Anything you miss that you wish was still around? 

Heftman: Time to think – the speed of communication and the expectations that go with those have deprived people of the time to just think. 

TSNN: What do you hope your personal impact on the industry is?

Heftman: That I have developed and led people to advance themselves and the organizations they work for.

TSNN: Any wise words about what this industry means to you overall?

Heftman: I don’t know about wise, but I am certainly grateful.  The industry has provided me an opportunity to expand my talents and enjoy a terrific career leading the premiere annual restaurant and foodservice event in the world in addition to building lifelong friendships.

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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.