NEW YORK CITY — Alan Steel will retire from his role as President and CEO of the Javits Center at the end of March 2025, leaving behind a rich legacy of growth, collaboration and sustainability among much more.
Under Steel’s leadership, the venue completed a $375 million renovation and a $1.35 billion expansion, and weathered Hurricane Sandy. During the COVID-19 pandemic, the Javits Center served as a hospital and vaccination site, which Steel explained was a particular highlight from his tenure.
“We made so many people happy, people who hadn’t been out for months at that point, coming to get their vaccinations, sitting and listening to the music that we arranged to be played by an orchestra during the times they were there for lunch … the team really did a great job,” Steel said.
From Customer to CEO
Steel started out in the events industry in the 1970s, working for the British Civil Service’s British Overseas Trade Board, which supported the participation of British exporters in trade shows.
When he was due to return to England, Steel instead chose to work for the American show organizer George Little Management (GLM). Steel eventually became a Partner at GLM, and was responsible for new business, media, advertising and communications.
When Steel was preparing to retire in 2011, he was offered the position of President and CEO at the Javits Center.
“Having been a customer here for 26 years at that point, I was asked by the Chairman of the Board [of the New York Convention Center Operating Corporation (NYCCOC)] to come and fix all the things I’d complained about,” Steel said.
“Rarely do you get that kind of opportunity: to have been a customer, to have experienced the customer service of a vendor and then to have the chance to go into the vendor’s infrastructure and change it in a way that better serves the customers … I saw it as an opportunity to actually give back.”
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“Culture of Yes” and Collaboration
From his first day, Steel worked to introduce a positive “Culture of Yes” to the Javits Center, where employees focused on solutions, instead of problems. Reflecting this shift, staff members were encouraged to wear a badge reading “Yes I can help,” and “Solutions” was added to the name of every department.
Plus, in a “Five in Five” program, employees were asked to identify five things that they could change in five months.
Steel’s experience in the trade show industry inspired him to bring a collaborative approach to managing the Javits Center and work closely with event organizers to drive success.
“We tried to become partners, rather than simply a selling space,” Steel explained, adding that he knew many event organizers well, and was familiar with problems that they frequently encountered.
“When an issue came up, I generally had an experience of it myself, and was able to address it with them … [and] say, ‘I understand there is an issue, I understand because I had that same issue and here’s how we can best solve it.’’’
Improvements with a Sustainable Focus
The $1.35 billion expansion to the Javits Center, which Steel oversaw, was completed in 2021 and added exhibit, meeting and conference, and pre-function space to the venue, as well as a new truck marshalling facility.
Additionally, built-in lights, trusswork and other features were introduced to allow organizers to take a “Plug and Play” approach, easily integrating their software and hitting the ground running for their events.
Steel’s connection to the Earth — fostered by his childhood in England where he witnessed the benefits of clean air legislation and a love of gardening — meant that sustainability was a priority during his tenure.
A greenhouse and one–acre farm were added to the Javits Center’s roof during the expansion, with the farm’s produce going to the venue’s banquet operations. Additionally, the facility’s glass was converted to bird-friendly glass, reducing bird collisions by about 95%.
“We went from being the biggest killer of birds in New York City to being a bird sanctuary,” Steel said, adding that 65 species of birds call the venue home.
Under Steel’s leadership, the Javits Center also created a sustainable events guide, and currently works with customers to develop individual event waste management plans.
“It’s an ongoing process. You’re never finished. You’re always kind of looking to see what the next thing is you could do,” Steel stated.
“I do think sustainability will continue to grow in importance, and I do think that the industry has to be concerned about that, and recognize the value in thinking ahead and planning in a way that benefits the industry, while at the same time benefiting the planet.”
Looking Ahead
Hugh Carey, Vice Chair of the NYCCOC Board, will lead the search for Steel’s replacement.
After retiring officially in March 2025, Steel plans on hitting the golf course. For those looking for advice from a successful event professional, though, he had this to say:
“If you’re in the industry, you’ve got to pay attention [to] each event, because it only happens once or twice a year, maybe, and you only have six or 12 months to wait before you can do it again, and you can’t afford to keep getting it wrong. So, just pay attention. Care about the small stuff. This is not an industry of rocket science. It’s an industry of moving parts … if you can make the moving parts mesh together, then you will have a functioning and valuable business.”
