Skift Meetings Podcast Skift Travel News

Not many can say they grew up in the events industry, but Gregg Talley can. He has been at it for more than four decades.
Gregg H. Talley is the chief executive officer of Talley Management Group, an association and event management firm that works with U.S. national global associations. Talley also has an affiliated association and event management firm in Africa. With a degree from Georgetown University’s School of Foreign Service in International Relations, he utilizes those skills to manage and consult with national and international organizations and boards.
Talley has personally managed hundreds of events globally for associations, societies, corporations, and fraternal organizations. One of his largest convention events is the 50,000+ attendee International Convention of Alcoholics Anonymous.
All in the Family
Talley’s father, who had been a 25-year employee of Mobil Oil, was contacted by a high school classmate who was publishing major medical journals. He was also tasked with managing their associations. This led to him starting one of the earliest association management companies, and Talley remembers dinner conversations focused on its inner workings.
While attending college in Washington, D.C., Talley helped out whenever the company that had become the largest medical association management company in the country was running an event in town.
The Value and Impact of Business Events
Meetings and conventions have a huge global impact, both economically and socially. Talley describes the industry’s evolution from contracts jotted down on the back of napkins to today when a 25-page contract for a small meeting is not unusual. Global business is one of Talley’s focuses.
Talley highlights the social impact of associations and events and advocates for transformational change, economic development, and social progress, particularly in underserved communities and regions.
One Voice
Talley expresses his frustration that the industry hasn’t come together to speak with one voice globally.
AI
The prevalence of AI is forcing companies to define why they exist, he says.
People are Attending Less Events
Attendees are more discerning about the events they attend. What surprises him is that there is no more focus on event redesign with this fact in mind.
Data Mining
Talley believes the industry is not mining enough data to understand the audience and their wants.
Global Strategy
Talley sees one of the defining issues for the industry as being how the Global North and South are integrated. The need for a global pricing strategy to address disparities and promote inclusivity across different regions is discussed, reflecting the importance of equity in event planning. Leadership qualities, including curiosity, accountability, and building human connections and communities, are important to Talley, as is fostering a culture of learning and innovation.

Joe Rivers is the director of experiences and partnerships for Czarnowski Collective, a group of studios that have come together to provide event production, fabrication, and trade show agency services.
Rivers discusses his journey as an event professional, starting as a brand ambassador and tour manager before transitioning into business development. He emphasizes the importance of experiential marketing and the value it brings to brands and agencies. Rivers also talks about event planning, production, and execution and the importance of engaging all five senses in experiential activations.
His travels also influence the experiences he creates as he has explored 29 countries and 36 states. Rivers believes that events will become more focused on individual experiences and that brands will continue to hold their own events to create a stronger connection with their audience. He also discusses the impact of AI on the industry, the challenges of sustainability, and the importance of gratitude, patience, and adaptability in leadership.
Chance Led to Events Industry
Serendipity is how Rivers is connected to the events industry. He landed a job as a brand ambassador for Budweiser, working with the Clydesdale horses. He also was a tour manager for Cupcake Vineyards Wine and manned a mobile bar with its wine on tap that would be set up at food and music festivals. In 2019, he transitioned into the business development side of events.
The Importance of Why
He shares his experiences with others, highlighting activities that impress him and explaining why.
At this year’s SXSW, he was taken by Tide Detergent’s activation, which featured a bar themed around Tide’s newest product, a fiber tile called Tide Evo. The experience invited guests to touch and feel the product simply but creatively and effectively.
Risk Can be a Good Thing
As the industry evolves, Rivers predicts events will continue to be geared toward individual experiences. In addition, brands will increasingly create their own events. An example is Tesla, which has owner events. If he could change one thing in the industry, it would be risk-taking.
According to Rivers, events should stir four emotions: love, fear, hope, and nostalgia. Gratitude is another emotion that has helped Rivers.

Visit Phoenix is redefining its role in the community. It is positioning itself as a key player in economic development through strategic storytelling and event management. Lorne Edwards, chief sales officer at Visit Phoenix, highlighted the organization's commitment to driving visitation and showcasing Phoenix's unique cultural narrative.
Behind the Scenes of the Super Bowl
Hosting the Super Bowl required extensive preparation behind the scenes, making it the standout experience for the Visit Phoenix team. Edwards recounted the emotional impact and pride of executing such a prestigious global event, emphasizing the meticulous planning involved.
Shifting Planner Conversations to Intellectual Capital
The dialogues between Visit Phoenix and event planners have evolved significantly. There is now a greater emphasis on intellectual capital and immersive experiences over mere logistics. Jane Vukovich, director of destination services at Visit Phoenix, agreed that integrating the destination's culture and intellectual strongholds into events has become a priority.
Collaboration Is Key
Reflecting on the pandemic's impact, Edwards expressed the necessity for enhanced collaboration within the meetings industry, calling for transparent conversations and joint efforts to elevate the industry's profile. The goal is to foster partnerships enabling the city to leverage its intellectual and cultural assets during events fully.
Through innovative storytelling, attention to detail in massive undertakings like the Super Bowl, and a shift towards integrating intellectual capital into events, Visit Phoenix sets the bar for destinations eager to make a lasting impact on visitors and residents alike.

Rob Adams, the CEO and owner of Bishop-McCann, has a storied career that took a dramatic turn from a 12-year stint at tech giant Microsoft to the helm of a premier events company. Adams' transformation journey reveals some profound insights he's gathered along the way. From the simple yet profound mission of creating joy to savoring unique experiences and benefiting from the mindset shift of younger generations, Adams sees a bright future for the meetings industry.
From Tech to Events
Adams started his career in events with a remarkable transition from a 12-year tenure at Microsoft. Adams enlightened listeners with his decision to shift gears, a move that left his colleagues perplexed. Adams' rationale for such a change was steeped in potential rather than just parties.
Creating Joy
Bishop-McCann's mission statement — 'We create joy' — might seem simplistic in wording, yet it embodies the company's profound impact on its clients. Adams stressed the significance of this mission and emphasized the pivotal role of joy.
Savouring the Experience
Adams also revealed a personal practice he maintains during events: taking a solitary moment to create a "mental picture" capturing the essence of the gathering, a practice that encapsulates the fleeting beauty of human interaction and celebration.
Events: A Trilogy of People, Moments, and Memories
Adams eloquently distilled the essence of events into three elements: people, moments, and memories. This philosophy underscores the sensory richness of events, an experience Bishop-McCann strives to perfect. By accentuating the individual attendee experience, Adams envisions a future where events are tailored to create lasting, positive impressions for each participant.
Generational Influence: A Forward-Thrust for Industry Change
According to Adams, younger generations have become catalysts for transformative change across the meetings industry. Their demand for balance, transparency, and defined career development have become benchmarks that benefit all workers. Bishop-McCann has embraced these changes, instituting policies like unlimited vacation, which Adams acknowledges were "influential" and accepted as a boon by all age groups within the corporation.
The Benefits of Competitor Collaboration
Adams wished for the meetings industry to emulate the collaborative spirit demonstrated during the COVID-19 pandemic. Encouraging an open exchange of ideas among competitors could, in Adams' view, drive collective improvement and innovation within the industry, a sentiment that resonates with Bishop-McCann's inclusive and progressive ethos.

What does it take to thrive in the high-stakes realm of event planning? Gianna Gaudini, a seasoned event strategist with a dazzling track record, divulges her insider knowledge on steering a purposeful career course, educating the next wave of event maestros, and why a sommelier certification could be more useful than you'd think.
It's not all spreadsheets and venue bookings; Gaudini argues that self-preservation isn't just a buzzword — it's a business strategy. She makes the case that in the fast-paced world of events, personal well-being is not just beneficial but crucial for long-term success.
A Deliberate Path to Success
Gaudini did not stumble upon her career by chance. With a career spanning over two decades and involving powerhouses like Google and SoftBank Vision Fund, Gaudini emphasizes the importance of an intentional approach to professional growth within the industry. By setting clear objectives and persistently learning new trends, such as integrating AI into events, she illustrates the blueprint for intentional career progression in event planning.
Educational Offerings
In 2019, Gaudini published The Art of Event Planning, hoping to craft a resource that would be both instructive and engaging. Not resting on her laurels, she expanded her teachings into a course in 2021 — an "evolution" of the book adapted to new challenges post-COVID. This course*, designed with real-world applications, bridges the gap for those aiming to advance their event planning expertise.
*(Use code GiannaVIP at checkout for a special discount)
Seeking Complementary Skills
Gaudini's advice stretches beyond the boundaries of conventional event planning. She has a Court Master Sommelier certification and an interior design certification. These alternative skills amplified her event planning capabilities and enriched her ability to connect with various aspects of her work. Emphasizing that such certifications can complement careers in event planning, she advocates for dynamic, interdisciplinary approaches to professional development.
Staying Cool Under Fire
Stress is a familiar companion in the event planning industry. Yet, Gaudini masters calm under pressure, turning potential panic into a razor-sharp focus on solutions. She recounts pivotal moments of crisis management with high-profile figures and the eleventh-hour changes she successfully navigated. She believes in the power of a positive attitude and a strategic mindset to pull through challenging situations.
Conversing with Corporate Giants
Gaudini shines a light on the art of corporate communication, especially when dealing with C-suite executives. Learning to speak at the "right altitude" — focusing on the overarching business impact rather than the minutiae — has been key to her success in convincing leadership of an event's value.
The Essentiality of Wellness in Event Planning
Asserting self-care as a strategic move, Gaudini emphasizes the significance of wellness in the industry — for both planners and attendees. Adequate sleep and self-care, in her view, are not luxuries but necessities that enhance performance and result in better-crafted events. For her wellness is essential for personal health and professional excellence.

Last month, the Consumer Technology Association (CTA) made waves in the events industry with the elevation of Kinsey Fabrizio as president. She joins longtime CEO Gary Shapiro at the helm of CTA, which owns and produces CES, following a meteoric rise over the past fifteen years.  Her journey with CTA began in 2008 when she joined the membership department. She ascended through the ranks learning the ins and outs of the organization. CES is iconic. Its 2024 iteration included 138,000 attendees and 4,300 exhibitors from 161 countries.
Fabrizio started in the industry working for Smithbucklin, where she learned the inner workings of associations. She then joined the Consumer Electronics Association, the former name of CTA. That was over a decade ago, and Fitbit was all the rage. She went on to revise membership and dues and was tasked with running the CES sales team. All the organization's revenue was reported to Fabrizio.
While many perfected sourdough bread recipes, Fabrizio was studying. She used the pause to get her MBA from the University of Maryland Global Campus.
“I love AI. Specifically, for the live events and meetings and conferences industry, I think AI is going to give attendees a more personalized and unique experience. For a big show like CES, it's going to help attendees be more efficient and understand who is there and who they want to see. I think the business intelligence that AI will unlock is going to be very powerful,” she said.
Many traits have helped Fabrizio in her journey to the top. One of the most important is her ability to build relationships with everyone. Fabrizio is a member of Robin Sharma’s 5am Club. She feels this morning routine has helped her maximize her productivity.
CES is committed to Las Vegas through 2048. The show utilizes about ten hotels, three of the city’s largest convention centers and more.