CHICAGO — February is Black History Month in the U.S., and Trade Show Executive celebrated Black leaders in the events industry in a special spotlight series.
We also checked in with these power players to get their advice for industry up-and-comers.
Sabrina Anderson, National Sales Manager for Mandalay Bay, W Las Vegas and Luxor at MGM Resorts International
My advice to anyone starting out in the events industry is simple: Be patient with yourself. When you’re new, the desire to learn everything at once is incredibly strong. You want to prove yourself, master every detail and understand every moving part. But trying to absorb it all too quickly can leave you feeling overwhelmed and frustrated. Growth in this industry takes time, and that’s okay.
Instead, focus on observing. Ask thoughtful questions. Take notes. Lean on your team and learn from their experience. There is so much value in listening and watching how seasoned professionals navigate challenges. Every meeting, every event and every interaction is an opportunity to grow.
Just as important, embrace the Golden Rule. Treat others the way you want to be treated. Something as simple as greeting everyone at the start of your day or asking about their weekend can go a long way.
Take the time to genuinely get to know the people around you. Not only within your own department, but also in the departments you’ll work closely with. Events are never executed alone. They are a team effort and the relationships you build will be just as important as the skills you develop.
Ronnie Burt, Chief Revenue Officer at Javits Center
My advice is to develop personal relationships beyond your digital relationships. Networking is not just about connecting online — it is about building meaningful, in-person connections.
I encourage people to network up … but also out in their position. Get involved in industry associations, committees and events to really learn the industry inside and out, understand the different career paths available and make yourself visible. When you do that, the opportunities will come to you.
Bibi Brown, Senior Vice President of Business Development at GES
Be curious, be reliable and take the long view. Early in your career, your reputation is built on trust — showing up prepared, following through and being someone others want on their team.
At the same time, learn the business behind the work. Be a true steward of the budget and the experience. Understand the goals, the trade-offs and how decisions in one area impact another. The strongest event professionals aren’t order-takers — they’re strategic partners who see the big picture and help shape better outcomes.
Larita Clark, CEO of the Metropolitan Pier and Exposition Authority (MPEA)
For those entering the events industry, my advice is to embrace every opportunity for learning and growth. Seizing new opportunities and gaining insights from my peers enabled me to develop a comprehensive understanding of both finance and operations at MPEA.
I encourage newcomers to the industry to seek mentorship and engage actively with colleagues and industry partners. Building relationships and maintaining integrity will serve you well, especially during challenging times. Stay curious, listen to your customers, be flexible and recognize that every challenge is an opportunity to make a meaningful impact.
Emile Davis, CEM, Managing Director of Business Development at the American Institute of Architects (AIA)
For convention and trade show professionals early in their careers, focus first on building strong, trusted relationships.
Cultivate connections with clients, vendors, colleagues and industry peers. This industry thrives on credibility and long-term partnerships, so your reputation and reliability matter as much as your technical skills.
Develop a solid understanding of the business side of events, including revenue strategy, sponsorship development, budgeting and ROI. Invest in continuous learning through industry education and professional development.
Join organizations such as the International Association of Exhibitions & Events and PCMA, pursue certifications and stay informed through publications such as Trade Show Executive and TSNN.
Finally, embrace technology, remain adaptable and stay curious. Professionals who combine relationship building, business acumen and data-driven strategy will be best positioned to lead the future of the events industry.
Hailey Hayes, Coffee Fest Event Director at Clarion Events Inc. North America
Don’t be afraid to step into a new industry or admit what you don’t know yet. Events require constant adaptation, and the best professionals stay curious and truly listen to their customers.
Many exhibitors and attendees participate in multiple shows, so how you show up matters. Lead with empathy and go above and beyond in ways you would value if you were in their shoes. Those efforts are what keep you and your shows top of mind for the customer.
Will Hunter, Vice President of Event Operations at the Las Vegas Convention and Visitors Authority
Control the controllable, so when the uncontrollable happens, you will have capacity to remain somewhat in control.
Murphy’s Law is truer in no other industry than the event industry. Something will go wrong. Having a plan for the things that you can control will offer room for those things that are unplanned.
Timothy Gaburungyi, Senior Vice President and Chief Information Officer at Javits Center
My strongest advice is to learn the business of events — not just your specific functional role within it.
Whether you work in technology, finance, marketing or facilities, it’s essential to understand what event producers, general contractors, exhibitors and their partners are working to achieve under intense time pressure.
Events are live environments. There is little tolerance for delay, failure or ambiguity. Success depends on preparation, situational awareness and the ability to execute calmly when plans inevitably change. Stay curious, build trust by showing up when it matters most and never lose sight of the customer experience you are helping to deliver.
Jabbar Jeffries-El, General Manager of Cultivated
Learn the property, learn the people [and] learn the space. It takes a team effort to pull off events. You have to be able to network and utilize all of your resources to get the job done.
Joyce Leveston, President & CEO of Javits Center
Be willing to learn from others around you. No position or job should be bigger than you. You can’t be — or shouldn’t be too big for any job.
Remember, you’re in the people business. Be careful how you treat people, because you never know who your next leader will be. That was advice given to me, and it has stuck with me.
In this industry, it’s not uncommon to see someone who started as a housekeeper or a dishwasher end up becoming a general manager. It truly has become an industry where people have opportunity. I’ve always felt that this industry offers real opportunity for growth.
So be mindful. If you talk down to someone, today they may be a ticket-taker, and tomorrow they may be running the ticketing department. If you want to stay and grow in this industry, you need to move with grace. You need to be humble. You need to understand that no job is bigger than you.
I don’t ask people to do anything that I’m not willing to do myself — or haven’t done myself. That mindset matters.
Anytra D. Lowe, Executive Vice President of Client Solutions at Freeman
Stay curious. Stay dependable. And never underestimate the power of relationships. This industry runs on trust, creativity and connection. The ones who rise are those who show up consistently, are natural learners and truly care about the people around them.
Say yes to what stretches you. Growth lives outside your comfort zone. Find mentors who challenge you and champion you. And remember: Your reputation isn’t built only on what you deliver, but on how you lead, collaborate and treat others. In a people-powered industry, your character is your greatest asset.
Dr. Debonair Oates-Primus, Chief Administrative Officer of Javits Center
Learn the basics, then master the art of self-promotion. It is not enough to have a seat at the table — you also need to have something to say when you get there and the courage to say it.
Every day is an opportunity to shine. We’ve been taught — especially as women and underrepresented groups — that humility is a virtue, but it can really be a cage. Don’t shrink yourself to fit in. Take up space. Offer solutions. Share your voice, because diverse perspectives is how we grow as an industry.
Brandi Sally, Chief of Staff of Javits Center
Approach every opportunity with an open mind and a willingness to step outside of your comfort zone. Growth in this industry often comes from saying “yes” to new challenges and learning by doing.
Take the time to research different paths within hospitality and events, shadow professionals and gain hands-on exposure in areas that interest you. Once you identify the segment that best aligns with your passion, skills and strengths, dive deep and explore every facet of it to build true expertise.
At the same time, never stop learning. Invest in your professional development, pursue relevant certifications, stay current with industry trends and continuously refine your craft. Mastery and longevity in this field come from curiosity, commitment and a dedication to evolving with the industry.
Steve Tiller, Vice President of Labor Relations & Show Operations of Javits Center
Take the road less traveled. Early in my career, I chose to move back-of-house instead of staying front-of-house, and that decision shaped everything.
Facilities became intertwined with my convention center experience — I became HVAC-licensed and worked behind the scenes in hotels and facilities alongside event managers and general contractors. That operational and maintenance experience gave me a different perspective when I entered the convention center space.
I learned how to manage large budgets, understand expense portfolios and see how operations truly run from a financial standpoint. It allowed me to contribute to modernizing spaces and managing expectations around things like temperature control, booth builds and overall client experience.
It is important to understand there is not just one traditional path into leadership in this industry. Hospitality encompasses all industries, and it is more than just front-facing event management. The more you understand how the full operation works, the more value you bring.
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