Full Agenda
Tuesday | October 5
OPENING RECEPTION
The EMS Hall of Ideas will be the place to be as new and old industry friends come together to hug it out, bump elbows and raise a glass to surviving the past year—together. Join an informative “Innovation Tour” of the hall to see what the industry’s been cooking up since last year. Gather with fellow EMS first-timers for an expert-led orientation and tour. Enjoy snacks, drinks and some fun and games with old and new friends alike. It’s EMS live, baby. Let’s do this!
*Innovation Tours, sponsored by: Highmark, TourGuide Solutions, Live Gauge, BeyondLiveX, Meshh Limited, Stimulated-Inc., Moss, Inc. Kick off at the Highmark Hub in Booth 313 at 5:15 p.m. and 6:00 p.m. Each tour is limited to 25 people and runs approximately 20 minutes. No advance sign-up is required.
*Innovation Tours, sponsored by: Highmark, TourGuide Solutions, Live Gauge, BeyondLiveX, Meshh Limited, Stimulated-Inc., Moss, Inc. Kick off at the Highmark Hub in Booth 313 at 5:15 p.m. and 6:00 p.m. Each tour is limited to 25 people and runs approximately 20 minutes. No advance sign-up is required.
OPTIONAL ADD-ON: AL-FRESCO NETWORKING DINNER
IMPORTANT NOTE: You must be registered in advance to attend. Price: $99. Includes three-course dinner, dessert and beer/wine. Come solo or grab a friend or colleague for a small-group networking dinner under the stars at McCormick Place’s very own rooftop garden. Many game-changing industry connections are made at our annual EMS dinners—don’t miss your chance to eat, drink and make new friends.
Wednesday | October 6
OPTIONAL ADD-ON: 5K RUN/WALK + IN-ROOM YOGA
Start your day getting to know some fellow fitness enthusiasts with a guided 5K run and sightseeing tour through the local neighborhood. Walkers are welcome, too! Those who prefer a private in-room experience can tune in to a live virtual yoga and meditation session hosted exclusively for EMS attendees. Price: $20 for the 5K run/walk. Yoga and meditation is complimentary for all attendees. The 5K Run/Walk will kick off at 6:35 a.m. at the lobby of the Hyatt Regency McCormick Place.
Presented By:
Eve Bond
EveBond FitnessBREAKFAST OF CHAMPIONS
Kick off your day with breakfast and unlimited cups of coffee in the Hall of Ideas. Grab a map and explore the latest products, partners and solutions. Won’t it be fun to put “work pants” on again and interact with, you know, people? We think so, too. See you there, champ!
GENERAL SESSION: FIRESIDE CHAT
Grab a seat and listen in as one of the world’s most award-winning experiential brands takes the stage to kick off the Summit. Hear forecasts and predictions on the future of events. Learn how YouTube is approaching customer engagement in 2022 and beyond. Get a glimpse into how one of the industry’s most prolific event marketers is planning for the industry’s comeback.
Presented By:
Soo Young Kim
Head of Global Brand, Programs & Experiences,YouTube
COFFEE BREAK
Step into the Hall of Ideas for some networking, idea sharing and a cup of coffee or tea. See something you like and want to learn more about it? Chat up our sponsors and exhibitors live, or use your EMS event app to set up a meeting.
B-TO-B DREAM TEAM PANEL
Every year, Event Marketer calls on the event community to recommend the best and brightest b-to-b marketers in the biz for our annual “Dream Team”—the marketers we’d pick if we were creating our own event organization. In this lively panel—part one of two at EMS this year—we’ll introduce you to this year’s outstanding event pros, and then take you inside their sales conferences, internal events, trade shows and user conferences for a closer look at how they do what they do so well—and what tips and strategies they have to share as they navigate the new normal.
Presented By:
Kerry Prifty
Director, Leadership & Customer Programs, Meeting Management & Event Strategy,Liberty Mutual Insurance
Soo Young Kim
Head of Global Brand, Programs & Experiences,YouTube
Angela Baer
CMP, CMM, Corporate Meetings & Events Planner,Caterpillar Inc.
LESSONS FROM COMCAST: THREE MUST-HAVES FOR ENGAGING GEN-Z AT EVENTS
Gen Z teens and young adults may be one of the most powerful consumer groups, with $140 billion in spending power, but they are also coming off one of the most challenging years in their young lives. In this session, Comcast Xfinity breaks down its Gen Z marketing programs and explains its three “must-haves” for capturing the attention and then engaging this fickle audience—especially in the wake of the pandemic. Learn how the brand is adapting to the audience’s constantly evolving needs to drive purchase and win over lifelong customers. Understand the mechanics and nuances of peer-to-peer marketing programs. And walk away with a better understanding of the value of creating and distributing relevant content to student communities.
Presented By:
Meghan Wismer
Director, Acquisition Marketing Implementation,Comcast Xfinity
Henry Lichtblau
VP, Client Solutions,Riddle & Bloom
Cheri Davies
Senior Director, Acquisitions Marketing and Programs,Comcast Xfinity
CAN’T STOP, WON’T STOP: HOW ALCON KEPT MOVING WHEN THE WORLD STOPPED
Some organizations were better prepared than others to pivot and respond to the impact of the pandemic. Alcon was one of them. Step inside the Alcon playbook to hear how it was able to shift forward even as the world shut down. Learn more about the event organization’s approach for adapting in the wake of adversity and change, and how the team continued creating high-value connections with customers. See what the Alcon team is doing now to drive the future of “in-person” forward—and how you can apply the same principles to your events. This won’t be the last challenge the event industry faces. Time to get your team prepped and ready to be nimble and prepared.
Presented By:
Erin Moore
Manager, Global Conventions,Alcon
Ariane Coldiron
Senior Vice President, Brand ExperienceFreeman
B-TO-B DREAM TEAM PANEL
Every year, Event Marketer calls on the event community to recommend the best and brightest b-to-b marketers in the biz for our annual “Dream Team”—the marketers we’d pick if we were creating our own event organization. In this lively panel—part two of two at EMS this year—we’ll introduce you to this year’s outstanding event pros, and then take you inside their sales conferences, internal events, trade shows and user conferences for a closer look at how they do what they do so well—and what tips and strategies they have to share as they navigate the new normal.
Presented By:
Teresa Terasaki
Program Manager for Brand, Experience and Events,Google Open Source
Bryan Mizelle
Senior Director of Event Solutions,Walmart
Laura Bartley
Senior Director of Marketing Communications and Events,Mohawk Industries
EVENT BUDGETING: FORECASTS AND NEW BEST PRACTICES FOR 2022
A new era in events calls for a fresh approach to budgeting. In this session, we’ll take a closer look at the factors that will make the biggest impact on your 2022 event budgets, including supplier and material shortages, staff shortages and the rise of hybrid experiences. Learn how to navigate these challenges and budget for a live event and a virtual component. Get ideas for how to offset the extra costs involved in going live and virtual. Hear how sponsorship opportunities can be integrated into your hybrid events to make budgets more feasible. Walk away with an actionable checklist you can put into play to help you plan smarter for 2022—and execute on budget.
Presented By:
Bob Russo
Director of Creative ServicesVDA
USING EXPERIENCE TO BRING CUSTOMERS BACK TO RETAIL
With consumers motivated to leave their homes and get back to shopping IRL, brands, retailers and shopping centers are looking for more immersive and innovative ways to make the post-pandemic shopping experience something to talk about. In this lively case study, we’ll take a closer look at a partnership between two retail brands and their shopping property partner who banded together to create a programming strategy during the pandemic that’s attracting millennials and enhancing the customer experience. Learn about how the team leveraged virtual “Talent Talks,” Instagram Museum-style activations, fashion exhibits, skating shows, pop-up engagements, creative mailers and curb-side pick-up, among other experiences, to reignite the fun of shopping.
Presented By:
Chuck Steelman
Vice President of Experience, Programming, and Partnerships,Trademark Property
Richard Rivas
Vice President of Marketing,TONI&GUY
Lori Riordan
Director, Consumer Retail Experience, JDFinish Line
THE 2021 EX AWARDS + EXPERIENCE DESIGN & TECHNOLOGY AWARDS GALA LUNCHEON
This year, the industry’s longest-running recognition programs for the experiential industry become one at a super-sized luncheon gala open to all EMS attendees. Grab a seat, raise a glass and celebrate the year’s most award-winning people and programs across more than 50 categories, including special categories recognizing the unique contributions of the industry during the pandemic.
NEW EVENT FUNDAMENTALS: EVENT MEASUREMENT
In a post-pandemic world, everything has changed including some of the industry’s most evergreen skillsets. Join this expert-led session focusing on one of the most important skills in the event marketer’s toolbox—event measurement—and get up-to-the-minute insights on what’s new and trending in the discipline. Walk away with a clear idea of what you need to know in the months ahead to effectively plan and produce broadcast-quality content and experiences that shine online and at hybrid events.
Presented By:
Rachel Boucher
Executive Editor,Event Marketer
THE THREE KEYS TO A SUCCESSFUL HYBRID EVENT
Many event marketers learned the hard way last year that virtual and hybrid experiences aren’t just live experiences “on a computer.” For a truly successful hybrid event, marketers must ensure that virtual attendees are having the same (or even better) engaging experience that the in-person guests are receiving. And it can be tougher than it seems. In this session, you will learn the three fundamental factors that contribute to an effective hybrid event. Hear how to best approach a hybrid strategy from a planning and production perspective and how to pick the right platform for your event. Learn what engagement techniques can capture the attention of time-strapped hybrid audiences. And walk away with the knowledge you need to make informed decisions about your next hybrid event.
Presented By:
Bryan Mizelle
Senior Director of Event Solutions,Walmart
Justin Maddox
Director, Digital Strategy,LEO Events
THINK TANK: NEW INDUSTRY JOBS THAT EMERGED FROM THE PANDEMIC
Pull a seat up to the whiteboard and join the conversation as we navigate some of the industry’s most pressing topics—together. Think Tanks are highly interactive, expert-moderated discussions designed for small group idea sharing, peer-to-peer engagement and candid debate about some of your biggest pain points, and how to solve them. In this session we dive into new industry skillsets and the jobs that emerged post-pandemic, and what they mean to you, your career and your event organization.
Presented By:
Jessica Heasley
Group Editor and Publisher,Event Marketer
Meg Fasy
Founder & CEOeventsGIG
WINNING EVENT DATA STRATEGIES: HOW TO COLLECT METRICS THAT TELL POWERFUL STORIES
Long gone are the days of tracking your event’s “success” with a post-show survey and some footfall numbers. The smartest events utilize data strategies that give event marketers the kind of metrics that can shape experiences, budgets and boost ROI. In this session we’ll discuss the importance of a strong metrics strategy and why it will become even more important post-pandemic. You’ll learn what data is most critical to collect and how to take that data and tell powerful event stories with it to internal and external stakeholders. Walk away with a data checklist that you can apply to your events that details what data do you need, what data you don’t need and what to look for when trying to collect it.
Presented By:
Rob Cowan
Director, Sales,LiveGauge
WIE: BREAKTHROUGH GOALS & INTENTIONAL RELATIONSHIPS
If there’s ever been a year for a little life-changing professional advice, this is it. In this interactive workshop, you will tackle the toxic trio of barriers that derail a woman's career and learn the 5 power moves to become your best advocate, build trust based relationships and create boundaries between life and work. Led by Author and Workplace Strategist Joan Kuhl, this interactive and engaging experience will offer compelling strategies for increasing personal confidence, cultivating the key relationships every woman needs, and prioritizing your own personal wellbeing. This workshop is geared toward women but open to all gender identities.
Presented By:
Joan Kuhl
AuthorDAILY PODCAST + FRESH AIR BREAK
Need an excuse to step away from your email and step outside for a breath of fresh air? We’ve got you. Grab some water and enjoy 30 minutes of unadulterated outside time, plus a little audio learning on the go. Use the EMS app to tune into our daily podcast featuring some of the industry’s top thinkers and doers and get refreshed for the rest of the day’s meetings and sessions.
Presented By:
Mahiri Wise
Program Manager-Cloud Developer,Relations Events
CELEBRATING AND SUPPORTING ‘LOCAL’ IN A POST-PANDEMIC WORLD
The pandemic inspired many brands to “go local” to make or keep connections with key audiences. Now, as cities begin reopening, many event marketers are looking for ways to keep those local connections while scaling up. In this session, you’ll go inside Thrillist’s “Block Party” program for a look at how brands can build long lasting experiential IPs that communities nationwide can experience while helping local businesses recover from the pandemic’s economic impact. Get insights on how to tap the best partners and community members to authentically support local businesses and communities virtually and IRL. Hear best practices on how to support a community through local, in-person events. And hear how to best connect audiences with your content and brand in a meaningful way.
Presented By:
Tren'ness Woods-Black
President and Chief Strategist,Sylvia's
Meghan Kirsch
Chief Content Officer,Thrillist
HYBRID STRATEGIES: HOW TO USE AR AND AI TO BOOST ATTENDEE ENGAGEMENT
Thanks to Augmented Reality and Artificial Intelligence, brand marketers can transform passive consumer experiences into interactive journeys. In this session, you will get up to speed on the world of AR and AI technologies, and the world of opportunities it presents for event marketers venturing into the realm of hybrid events. Learn the dos and don'ts of AR and AI applications, and how to leverage your digital assets to create content for events that build your digital brand story. And understand how to best utilize AR and AI to optimize consumer interactions to measure partnerships, analyze audience engagement and increase sales.
Presented By:
Don White
CEO and Co-Founder,Satisfi Labs
Michelle Roguso
Head of Experiential,CAA Brand Consulting
James Giglio
CEO,MVP Interactive
NEW EVENT FUNDAMENTALS: SOCIAL MEDIA SKILLS FOR EVENT MARKETERS
In a post-pandemic world, event marketers need digital and social media skills to thrive. Join this expert-led session focusing on one of the most important skills in the event marketer’s toolbox—social and digital media—and get up-to-the-minute insights on what’s new and trending in the discipline. Walk away with a clear idea of what you need to know in the months ahead to effectively promote your events using the latest trends and ideas in social media marketing.
Presented By:
Patrycja Sporschill
User Marketing Manager,Bosch Power Tools North America
NEW EVENT FUNDAMENTALS: HOW TO CREATE AWESOME HYBRID EXPERIENCES
In a post-pandemic world, virtual and hybrid events have to stand out to be memorable. Join this expert-led session focusing on some of the most important skills in the event marketer’s toolbox—the ability to create awesome experiences and incredible virtual content—and get up-to-the-minute insights on what’s new and trending in the discipline. Walk away with a clear idea of what you need to consider in the months ahead to effectively ideate and create outstanding virtual experiences that shine online and at hybrid events.
Presented By:
Mark Shearon
Founder, Managing Director,Proscenium
Tim Berghoff
Senior Director, Event MarketingQualcomm
NEXT-GEN STRATEGIES FOR TRADE SHOW AND CONVENTION ACTIVATIONS
While trade shows were being hit hard by the pandemic many event marketers were finding that their stop-gap solutions were outperformingtheir trade show activations. Indeed, it’s going to be a new era in trade show and convention marketing as companies weigh the value of their on-site presence with other options explored during the pandemic. Listen in as a panel representing each side of the industry have a candid discussion about the next evolution of trade shows, and how expectations among exhibitors may change moving forward.
Presented By:
Susan F. Whiteside
Vice President of Integrated Marketing & Communications,National Confectioners Association
WHAT’S NEXT FOR AUTO SHOWS AND AUTO MARKETERS
The North American International Auto Show (NAIAS) is a bellwether for the event industry, and is often the proving ground for some of the biggest activation trends and event technologies for the year ahead. Listen in as a panel of industry experts discuss how the shift from “indoor winter convention” to “outdoor summer festival” will change auto show experiences in the future, and how the stop-gap Motor Bella event this year may be a sign of things to come. Hear how auto marketers are approaching their auto show activation strategies in 2022, and how the entire industry is reacting, adjusting and innovating in the wake of the pandemic.
Presented By:
Andrea Trudeau
Services Director,Detroit Auto Dealers Association
NEW EVENT FUNDAMENTALS: BROADCAST STUDIO SKILLS FOR HYBRID EVENTS
In a post-pandemic world, virtual and hybrid content has to stand out to be memorable. Enter: the broadcast studio. Join this expert-led session focusing on one of the most important skills in the event marketer’s toolbox—the ability to create live and pre-recorded broadcasts—and get up-to-the-minute insights on what’s new and trending in the discipline. Walk away with a clear idea of what you need to know in the months ahead to effectively plan and produce broadcast-quality content and experience that shine online and at hybrid events.
Presented By:
Brendan Martin
Business Solutions DirectorCramer
Scott Connolly
SVP of Business SolutionsCramer
NEW EVENT FUNDAMENTALS: CREATIVITY IN A POST-PANDEMIC WORLD
In many ways, the pandemic has raised the bar on creativity. Look no further than some of the year’s most memorable pivots for the kind of creative thinking that’s the hallmark of the event industry. But how do you keep those juices flowing when pandemic adrenaline turns into pandemic fatigue? Join this expert-led session focusing on one of the most important skills in the event marketer’s toolbox—creativity—and get up-to-the-minute insights on how event marketers are using the challenges of the moment to generate even more creative ideas and solutions. Walk away with a clear idea of what you need to know in the months ahead to effectively plan and produce broadcast-quality content and experiences that shine online and at hybrid events.
Presented By:
Brian Mullin
Co-Founder and Partner,Manifold
HAPPY HOUR
Time to trade those pajama bottoms for work pants because it’s the Happy Hour you’ve been thinking about… All. Year. Long. Reunite with your industry friends and make new connections as we celebrate the event industry in the Hall of Ideas over drinks, snacks and some fun activities. Join an informative “Innovation Tour” of the hall to see what the industry’s been cooking up since last year. Gather with fellow EMS first-timers for an expert led orientation and tour. Revel in the moment and enjoy being in a room with your people for the first time in more than two years.
*Innovation Tours, sponsored by: Highmark, TourGuide Solutions, Live Gauge, BeyondLiveX, Meshh Limited, Stimulated-Inc., Moss, Inc. Kick off at the Highmark Hub in Booth 313 at 5:15 p.m. and 6:00 p.m. Each tour is limited to 25 people and runs approximately 20 minutes. No advance sign-up is required.
*Innovation Tours, sponsored by: Highmark, TourGuide Solutions, Live Gauge, BeyondLiveX, Meshh Limited, Stimulated-Inc., Moss, Inc. Kick off at the Highmark Hub in Booth 313 at 5:15 p.m. and 6:00 p.m. Each tour is limited to 25 people and runs approximately 20 minutes. No advance sign-up is required.
OPTIONAL ADD-ON: AL-FRESCO NETWORKING DINNER
IMPORTANT NOTE: You must be registered in advance to attend. Price: $99. Includes three-course dinner, dessert and beer/wine. Come solo or grab a friend or colleague for a small-group networking dinner under the stars at McCormick Place’s very own rooftop garden. Many game-changing industry connections are made at our annual EMS dinners—don’t miss your chance to eat, drink and make new friends.
THE EMS AFTER PARTY AT THE IMMERSIVE VAN GOGH EXHIBIT
Join your fellow EMS attendees for a celebratory night cap and exclusive access to one of the year’s most buzzed-about experiences: the Immersive Van Gogh Exhibit. Go on a multi-sensory journey through 360-degree projections that take you inside the artworks of Vincent Van Gogh. Get a first-hand look at how this unique, atmospheric event is engaging attendees through sight and sound. See first-hand how the experience has been designed to handle social distancing, traffic flow and event safety successfully since it opened. Registered attendees can sign up for one of two time slots: 9:00 or 10:00 p.m. Motor coaches will transport attendees from the Hyatt to the event and back. Stay tuned for more details.
IMPORTANT NOTE: In Swapcard, click the calendar icon to register for this experience. By adding this session to your EMS agenda, you are registering for one of two available timeslots, each limited to 250 guests. You may only register once.
IMPORTANT NOTE: In Swapcard, click the calendar icon to register for this experience. By adding this session to your EMS agenda, you are registering for one of two available timeslots, each limited to 250 guests. You may only register once.
Thursday | October 7
OPTIONAL ADD-ON: 5K RUN/WALK + IN-ROOM YOGA
Start your day getting to know some fellow fitness enthusiasts with a guided 5K run and sightseeing tour through the local neighborhood. Walkers are welcome, too! Those who prefer a private in-room experience can tune in to a live virtual yoga and meditation session hosted exclusively for EMS attendees. Price: $20 for the 5K run/walk. Yoga and meditation is complimentary for all attendees. The 5K Run/Walk will kick off at 6:35 a.m. at the lobby of the Hyatt Regency McCormick Place.
Presented By:
Eve Bond
EveBond FitnessBREAKFAST OF CHAMPIONS
Kick off your day with breakfast and unlimited cups of coffee in the Hall of Ideas. Grab a map and explore the latest products, partners and solutions. Won’t it be fun to put “work pants” on again and interact with, you know, people? We think so, too. See you there, champ!
OPENING KEYNOTE
Grab a seat and listen in as one of the world’s most prolific and award-winning experiential brands takes the stage to share its perspective on lessons learned from the past year—and predictions for the year ahead. Learn how Cisco is approaching its portfolio of conferences and events in 2022 and beyond. Get a glimpse into how one of the industry’s longest-running event organizations is planning for a return to live events.
Presented By:
Alex Sapiz
VP, Global Events,CISCO
COFFEE BREAK
Step into the Hall of Ideas for some networking, idea sharing and a cup of coffee or tea. See something you like and want to learn more about it? Chat up our sponsors and exhibitors live, or use your EMS event app to set up a meeting.
PANEL DISCUSSION: WOMEN IN EVENTS
One of the most popular sessions at EMS is back with a renewed focus as honorees from our 2020 Women in Events program take the mic and discuss the challenges of the past year—and the way forward. From navigating and recovering from the harsh impact of the pandemic on women and families to developing the skills that will elevate women into event leadership roles of the future, no topic is off the table. Bring your thorniest questions and your company’s allies because this session is going to spark some productive debate—and some actionable ideas for improving the work lives of women in events.
Presented By:
Dior George
US Marketing Supervisor, Multicultural Engagements,McDonald's
Rachel Espersen
Head of US Consumer Experiential Marketing & Strategy,Citi
Lyndi Bell
Brand Marketing Manager,Chaco
A-B INBEV’S GUIDE TO POST-PANDEMIC SALES CONFERENCES
Anheuser-Busch InBev’s annual SAMCOM conference typically engages 5,000 attendees over three days and spans more than 200,000 square feet of activation space. In this session, the team at A-B InBev will take you inside its 2022 playbook for a behind-the-scenes look at how the company plans to transform its vibrant beer festival experience into a safe, business-generating platform for its sales and marketing teams. Hear how the brand will be approaching in-person events in the future and how—and what—it will adjust to keep pace with the new reality. Learn how you can take a large portfolio filled with unique brands and translate those brand experiences into an environment that’s lively and nuanced while still conscious of attendee comfort levels and expectations.
Presented By:
Tony Tallo
Senior Director, Wholesaler Services and Communications,Anheuser-Busch InBev
Tom Eisenhauer
VP Account + Project Management, Business Meetings + Events,Switch
NEXT GENERATION SHIPPING CONTAINER STRATEGIES
As more and more events head outside event marketers are looking for ways to stand out—and infuse their events with sustainable practices. Enter: the shipping container. In this session we’ll explore ways to activate your events and shows by using shipping containers in fresh and innovative ways. Learn more about how a steel box can be leveraged to enhance any activation or experience. See how shipping containers enable you to plug and play with minimal labor. Hear how to create a booth that can be up and running in hours, versus days, to give you stress free time prior to your event. Find out how sustainable event structures can make post-pandemic activations impactful, scalable and modular, with nearly zero landfill impact.
Presented By:
Bill Hinchliff
CEO,IPME Event Containers
CISCO’S GUIDE TO BUILDING YOUR 2022 HYBRID TECH STACK
Like many of you, Cisco’s technology team had to ramp up in 2020—almost overnight—in order to support a much more robust scope of digital events. And now, as the industry begins its comeback, the company is once again evolving its event practice into a new hybrid model. Listen in as Cisco’s head event technology guru takes you on a tour of where the brand has been and where it’s going as it makes the transition from virtual to hybrid. Hear what technologies, processes and new best practices have been—and will be—instrumental in leading Cisco’s event team into the future. Get tips and advice on where to focus and how to prioritize the challenges and technology decisions at hand as you build your own hybrid plans—and what attendees will be craving in their digital experiences as we venture into 2022.
Presented By:
Sean Curtis
Director of Technology Experiences, Global Events,Cisco
DIVERSITY, EQUITY & INCLUSION—ESSENTIAL NEXT STEPS FOR THE EVENT INDUSTRY
In our annual panel on Diversity, Equity and Inclusion, we’ll unpack the tough and thorny questions event marketers have about what DE&I really means in 2021. Get tips and advice on how to create authentic and effective inclusion initiatives that foster fair representation across the stage and the entire event organization. Hear what steps you can take to foster a culture—and a mandate—of inclusion across your company. Learn more about how to imbed diversity goals and KPIs into your events and the important role your attendee base can play in moving the needle towards a more diverse event portfolio.
DIGITAL ENGAGEMENT LESSONS FROM ESPORTS MARKETERS
2020 hit esports events hard but for a sports platform that’s played almost entirely online, the digital brand activation game remained strong. Listen in as esports-savvy brands and esports experts take you inside their playbooks for a primer on meaningful engagements and smart activations when face-to-face isn’t part of the equation—or is just part of the equation. Learn what to do (and definitely not to do) to capture the attention of tough-to-please and time-strapped digital audiences. Walk away smarter about streaming, gaming and how you might use both as a part of your 2022 strategy.
Presented By:
Chris Mann
Senior Vice President,REV/XP
Jay Jump
Executive Director, Business Transformation & Innovation, ALSAC,St. Jude Children’s Research Hospital
STATE OF THE UNION: SAFETY AND HYGIENE AT EVENTS
Every event marketer is saying “Your health and safety is our top priority.” But what does that really mean? And how can event producers translate this promise into the hundreds of decisions and best practices that need to be mastered in order to truly deliver a safe event experience for attendees? In this panel, industry experts will bring you up to speed on the state of health and hygiene best practices in the event industry and what you can do to prepare your teams and your events for the year ahead. Hear up-to-the-minute insights on: How to build a bullet proof health and hygiene playbook that exceeds current standards; How to address new distancing challenges with space design techniques and event technology; How to navigate the new rules (and red tape) in state and local municipalities; How to design socially distant spaces that reassure attendees while still engaging them. And more!
Presented By:
Leslie Harris
SVP, Director of Operations,Jack Morton
David Causton
General Manager,McCormick Place
DRIVING ACTIONABLE INSIGHT THROUGH CONTEXT
Implementing experiential analytic technology is only effective to the extent that you have the proper contextualization to interpret and action the data. In this session, we’ll give you the tools and insights you need to create the proper context for your event data so it can drive a more robust measurement strategy that optimizes experiences and drive more profitable outcomes. Learn how to make contextualization a team effort and why getting input from a variety of different stakeholders across creative, data + insight, technology and business development teams will lead to greater success.
Presented By:
Yeuting Wang
Vice President, Data Science & Analytics,Momentum Worldwide
Caroline McGuckian
CEOMeshh
Garth Hill
Account Director,Meshh
Erik Alden
Vice President, Director Business Leadership,Momentum Worldwide
NETWORKING LUNCH
It’s your last chance to make new friends, trade war stories and gather ideas for the year ahead.
WHAT’S NEXT IN EVENT FOOD & BEVERAGE
Let’s step away from the COVID talk for a moment (feels good, doesn’t it?) and talk about… food. In this session, one of Chicago’s resident culinary gurus will take you on a guided tour of the most important trends and paradigm shifts happening on the event food scene in late 2021, and what you need to know to stay ahead of the game. How can you best navigate the flood of special diet requests that come through events now? How can event marketers—in a post-pandemic era of single serve containers and plastic—get sustainability back at the top of the priority list? And what are some innovative ways to bring in more local flavor and support local restaurants and businesses as they recover from the past year? Join us to find out the answers to these questions, and many more!
Presented By:
Doug Bradley
Vice President of Culinary,McCormick Place
EXPERIENTIAL RETAIL: GIBSON GARAGE - THE ULTIMATE GUITAR EXPERIENCE
As the U.S. returns to in-person experiences, certain categories of retail will be forever reimagined as hybrid spaces for both live and virtual touchpoints. Get an exclusive behind-the-scenes tour of one of them with the team behind the Gibson Garage, a new 8,000-square-foot interactive flagship store in the heart of Nashville. See what sensory, tactile and immersive engagements the store is employing to woo consumers in—and keep them there. Learn how the brand is leveraging customization experiences, live performances, visual “wow” moments like an overhead conveyor of 200 guitars and a tour of the brand’s history to bring digital buyers out of their living room and back to retail.
Presented By:
Tasha Young
Senior Director, Client Services,G7 Entertainment Marketing
Paul Hemsworth
VP, Executive Creative Director,George P. Johnson Experience Marketing
Mark Agnesi
Director of Brand Experience,Gibson Brands, Inc.
DAILY PODCAST + FRESH AIR BREAK
Need an excuse to step away from your email and step outside for a breath of fresh air? We’ve got you. Grab some water and enjoy 30 minutes of unadulterated outside time, plus a little audio learning on the go. Use the EMS app to tune into our daily podcast featuring some of the industry’s top thinkers and doers and get refreshed for the rest of the day’s meetings and sessions.
Presented By:
Lindsay Ulrey
Vice President, Global Sports Experiences and Partnerships,American Express
FIRESIDE CHAT: LOOKING BACK—THE LESSONS LEARNED FROM THE PANDEMIC
In part one of a two-part discussion, we’re taking a look back at 2020 and listening in as one of the industry’s top marketers offer her candid perspective on the most important lessons she learned—and how those lessons will inform the future of live and digital events for her brands. Understand what the challenges of 2020 revealed about customer needs and behaviors, the impact and performance of pre- and post-pandemic engagement strategies and how portfolios shifted and evolved as a result. What pivots will become permanent for some of the most experiential brands in the world? Grab a seat and find out.
Presented By:
Elizabeth Malafa Kurman
Head of Experiential Marketing & Global Events & Brand Partnerships,Under Armour
CLOSING SESSION: EXECUTIVE PANEL: LOOKING FORWARD—TRENDS AND PREDICTIONS FOR 2022 AND BEYOND
In part two of our two-part panel discussion, we’re taking a look forward with some of the industry’s top marketers to hear how they are planning for the industry’s comeback when the “new normal” is still a moving target. In this candid conversation, industry leaders will discuss how they are approaching 2022, and how they plan to develop next-generation events and hybrid experiences that take into account new trends, expectations and concerns among attendees and the implementation of fast-changing health and hygiene protocols. What’s on the horizon for some of the most experiential brands in the world? Grab a seat and find out.
Presented By:
Kim Haney
Director of Experiential Marketing,Pernod-Ricard
Jitter Garcia
Senior Director, Event Marketing,Univision Communications Inc.
MY AGENDA
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