DETROIT — A new partnership between MAD Event Management and Messe Düsseldorf North America (MDNA) has plans to launch and incubate events in Detroit, with the support of Claude Molinari, President and CEO of the Detroit Metro Convention and Visitors Bureau. Their first has just been announced: Side Hustles & Opportunities, a public conference dedicated to those who are looking for guidance on starting their own business, finding a secondary income option or saving for a big purchase.
“We have been working with Visit Detroit and TCF Center for several years to bring events to the city,” said Martha Donato, Founder and President, MAD Event Management. “Our partner, Brian Sherwood, had developed the business plan for Side Hustles & Opportunities and was looking for a show organizer to bring it to market.”
It’s a well-matched pair: Molinari is focused on bringing business-to-business and business-to-consumer events to Detroit, and Donato has launched more than 25 new events throughout her career.
“The city is set up brilliantly for events with a world-class LEED-certified convention center, hotels, an international airport and an active and motivated CVB,” said Donato.
She sees the post-pandemic era as fertile ground for new events. “If the pandemic has shown us anything, it’s that people want to meet face-to-face. Our ability to find white space in markets where a live event would be welcomed and would thrive is at a high point now. There’s obviously an added layer of risk and anxiety now around public safety, but I think the excitement of meeting live outweighs the fears.”