Millennials are said to be creative, multitasking, fun-loving,
knowledge-seeking job hoppers -- and they're well on their way to
reshaping the future of the meetings industry. Here, five promising
young planners bear out the stereotypes of their generation while
sharing their perspectives on meeting planning.
Lizz TorgovnickAge: 29
Title: Managing Director
Company: Sequence Events
Location: New York City
Planner since: 2005
Why the meetings industry?
I
studied visual arts and art history at Duke University, where I was a
residence adviser. I did a lot of programming in that role. I also
worked with the visual arts community to set up exhibits and bring in
guest speakers. That was my first experience planning events, though I
hadn't thought of it as a career. I saw an ad for an admin role with
Paint the Town Red, an event planning company, and I got the job. I
started out as the office manager, but soon realized I really wanted to
do project management.
Why did you decide to start your own business?
I
had six years of event production under my belt, working fairly
independently for the past few years and learning from my successes and
failures. I was ready for a new challenge when the right opportunity
with the right partner came along. When it did, it was really a
no-brainer! I co-founded Sequence Events in October 2011 with a business
partner, Adam Sloyer.
I've always been a natural leader. I thrive in situations where I can take ownership of something.
How do you hope your company will stand out from established meeting planning firms?
Adam
and I have worked together and really see eye-to-eye. With Paint the
Town Red, we got experience with a boutique firm for a couple of years
until Global Events acquired them in 2008, and then we were a really big
company. We want to give our clients the attention of a boutique firm
while tapping into the relationships we developed at Global Events.
Are you involved in any meetings industry associations?
I
see the value, but I've never joined. It really is a function of time;
I'd hate to join and not really be a part of it. I don't like to do
things halfway. I know there are good networking opportunities, but
sometimes it's easier to keep your head down and do your own thing. It's
just so hard to add one more thing to my plate.
Does your social life take a toll?
I
think it's natural for young people to feel overworked. I'm lucky that
my husband is a chef, so it's not like he's waiting for me at home all
of the time. Honestly, that allows me to work and not worry about my
life balance. People are used to me disappearing for a couple of weeks,
but when I have time I definitely make the effort to see my friends.
What do you like best about your work?
It's
a good balance between being creative and managing logistics. There are
so many different niches, and there's room for so many different
talents.
What advice would you give to young meeting planners?
If there's something you don't know about, that's OK, just find a way to figure it out, either by asking or on your own.
Bill McGladeAge: 27
Title: Manager, Exhibit Sales and Services
Company: International Sign Association
Location: Arlington, Va.
Planner since: 2006
How did you get into this business?
I
stumbled into it through my first job, selling booth space for trade
shows for National Trade Productions. I fell in love with the business,
and I have been involved ever since.
Has being young posed any challenges?
Sometimes people will listen to your ideas but put their own spin on it and not let you run with it on your own.
How will your generation change the meetings industry?
We
Millennials like change, but we also like tradition. I see my
generation keeping certain traditions but with a new spin, to jazz up
things. We'll use new technology to make shows more exciting, to get
attendees more involved and make conferences more fun.
How can the industry attract and retain young planners?
My
generation likes change, and in the meetings world it doesn't
necessarily look bad on your résumé to change your job frequently -- it
makes you look like you're learning every aspect of the industry. Young
planners can be recruited by sending them the message that the industry
is open-ended and ever-changing.
What advice do you have for people trying to get a job in this business?
Don't
pigeonhole yourself. Don't just look for a sales job. Get your foot in
the door in anything; you can switch to whatever position you want once
you have enough experience.
Mary-Jane Jackson, CMPAge: 26
Title: Conference Manager
Company: International Association of Fire Chiefs
Location: Fairfax, Va.
Planner since: 2006
How did you get your start?
While
I was in school at George Mason University, I noticed that they offered
a Bachelor of Science degree with a concentration in tourism and event
management. I was curious to see what event planning was about, so I
switched my major and started taking the required courses. After
completing a few internships for the hands-on experience and graduating
from GMU, I knew the meetings industry was where I wanted to start my
future. I have been enjoying my career in this industry ever since.
What surprised you about this business when you started your career?
It
is very exciting and much larger than I anticipated. I quickly realized
I had a lot to learn. I was unaware of the planner/supplier
relationships and the vast networking opportunities. This is a great
industry to be in, where your colleagues become your friends.
Is youth an advantage or disadvantage?
I
think it is definitely an advantage, although many people might think
just the opposite. In the beginning of my career, I was extremely
nervous when it came to negotiating with hotels and creating budgets. I
remember arriving on-site at my first event and seeing the look on the
convention services manager's face when she saw me and realized that I
was only 23 and managing an event on my own. But the meeting was a
success, so ever since then, I don't feel stigmatized by my age.
Most
of the young planners I know studied meeting planning in college, and
this has given us a chance to be ahead of the curve. The younger
generation is less likely to just fall into the meetings industry, so we
bring additional education with our experience.
How has your view of this business changed since you started working?
On
my first day as an intern, I didn't have the slightest clue what a
meeting planner was or that there were so many logistics behind managing
events.
I learned that a planner must be someone who is driven
and is able to multitask, think quickly on their feet, work well under
pressure and who can retain a positive attitude, even when things aren't
going as planned.
What advice do you have for people new to this business?
Start by obtaining a college degree or certificate from a program pertaining to the meetings industry.
Become
a member of professional associations; doing so opens endless
opportunities to meet people and learn from their experiences.
And
find a mentor! I have had several mentors in the past and I still have
some. No matter where you are in your career, there is always someone
who has more experience than you.
What should the industry do to attract and retain young planners?
With
more colleges and universities offering degrees in the meetings
industry, I don't see it as an issue. If there are opportunities to get
involved, we will take advantage of them. The industry needs to keep
offering regional and local education and networking events to promote
interest and involvement.
How will Millennials change meetings?
We
will bring new, fresh and innovative ideas. We don't like the answer,
"Because it has always been done that way." We are always looking for
new ways to complete tasks and include the latest technology in our
practices. Of course, we will still need advice and knowledge from our
more experienced colleagues -- that will never change.
Jessica Welch SheaAge: 30
Title: Assistant Director, Meetings and Events
Company: Talley Management Group Inc.
Location: Alexandria, Va.
Planner since: 2001
How did you get into meeting planning?
I
was a sports management major at Ithaca College in Upstate New York,
and I did some event planning on campus. I suppose after that, a job in
conference services fell into my lap.
What could be improved about how meetings and events are planned today?
The
industry would benefit from standardizing a lot of the processes,
because there are so many different ways to do things, it can get
confusing.
Is being young an advantage or a disadvantage in your work?
Well,
of course, youth can be a disadvantage due to lack of experience and
the fact that there's so much to learn. But the advantage is we're fast
learners!
How will your generation change the meetings industry?
Well,
I notice a lot of planners have been in their roles for 20 to 25 years;
my generation just isn't bred to stay in the same position for a long
period of time. So things will be changing as people increasingly move
around over the coming years.
What can the industry do to attract and retain young planners?
More
colleges need to add a meetings major and teach students about all the
avenues and opportunities to be had in this profession.
What advice do you have for young people trying to get a foot in the door?
Get
involved with any local chapter of Meeting Professionals International
or the Professional Convention Management Association, which will help
you make contacts. Volunteer for events, network, apply for internships.
It's difficult to apply online to get a job because there are too many
people doing it. The idea is to put yourself out there, because today
it's all about who you know.
Stacie JacksonAge: 26
Title: Project Manager
Company: Universal World Events
Location: Ivyland, Pa.
Planner since: 2008
How did you get into this business?
I'm
a British citizen, and my degree is in audiovisual media. Once I
graduated, I was living in Spain, and I was offered a job organizing
music festivals. That's a job everyone wants in this industry, so it was
funny that I started there. Once I had organized larger programs, I
became interested in the corporate side of things. I looked for a great
agency to gain experience with, and that's how I ended up with World
Events.
Is being young an advantage or a disadvantage, professionally?
I
think it straddles a fine line. When I started working with older
planners, it was interesting to see how they planned events without the
technology we have now. I can understand the pressure they worked under
at a time when they received rooming lists by mail or had to do
everything by fax. But I think there are greater expectations for events
now, because of the technology we have.
It's a very 24/7
industry, especially if you're planning on a global basis. I live with
my BlackBerry in my hand. I'm always accessible to clients and
colleagues -- and their expectations have evolved accordingly!
What changes would you like to see in this business?
Sometimes
the things you love about the industry are things you dislike at the
same time. No two days are the same, which is great in that your job is
forever evolving and you never get bored. But because of that, you
aren't working normal business hours, and you're unable to properly plan
things in your personal life.
For example, right now I'm
working on a project taking place in Hong Kong, and they're on a 12-hour
time difference from my Eastern Standard Time.
How important is social media?
It's
huge. A lot of my clients are very interested in social media, so we
have to be at the forefront of that to meet their needs as well as to
attract new clients.