WASHINGTON, D.C. — Shameka Jennings, MTA, CMP, DES, CAE, didn’t initially set out to build a career in events; she discovered their power in college.
“I watched how events could shift campus culture, especially during a time of racial tension,” Jennings explained. “They became one of the few spaces where people from different backgrounds gathered, listened and engaged with one another. That’s when I realized events aren’t simply gatherings. They’re strategic tools. They shape perception, influence behavior, build community and drive momentum for organizations and movements … To this day, that early lesson still drives my work: Events are one of the most powerful tools we have to move people, shift culture and create impact.”
Jennings dove headfirst into the events industry and “never looked back.” After working for numerous organizations, including the National League for Nursing and the National WIC Association, she founded EventsNoire.
Trade Show Executive’s Young Professionals Corner connected with Jennings to discuss why and how she decided to create her own events company –– and get tips for aspiring entrepreneurs.
ANDREW: What inspired you to go from working at someone else’s company to creating EventsNoire?
SHAMEKA: I’ve always been entrepreneurial. Even when I was working within organizations, I found myself thinking like an owner, looking for new opportunities, new efficiencies and bigger ways to create impact.
I knew I would eventually build something of my own. I just didn’t expect the timing to happen as quickly as it did.
What ultimately pushed me forward was the desire to expand my reach. I loved the work I was doing, but I wanted to support a wider range of companies, more diverse types of events and more mission-driven organizations. I wanted the flexibility to innovate, to test ideas and to approach event strategy without limitations.
Creating EventsNoire allowed me to do that.
It also gave me the space to formalize my philosophy through what is now our IMPACT Framework: a strategic approach that centers Innovative Experiences, Member-Centric Design, Partnership with Community, Adaptive Revenue Strategy, Cultivating Diversity & Inclusion and Tailored Relevance. I wanted to move beyond just executing events and instead design experiences that intentionally move people and organizations forward.
Entrepreneurship wasn’t just about independence for me. It was about scale –– scaling impact, scaling creativity and scaling the type of events I believe the industry is capable of producing.
ANDREW: Could you walk through how you created this company and set it up for success?
SHAMEKA: I was very intentional about how I built EventsNoire.
Before launching, I had spent years building both credibility and perspective, earning my Master’s, CMP, DES and CAE, serving in leadership roles and gaining cross-functional experience within associations and event strategy. That foundation gave me more than knowledge. It gave me confidence and clarity around the type of company I wanted to create.
From day one, I knew I didn’t want to build a transactional planning firm. I wanted to build a strategic event advisory practice.
That meant defining our philosophy early. I formalized my IMPACT Framework to ensure our work would always be rooted in purpose, revenue strategy, inclusion and measurable results, not just execution.
I also focused heavily on structure. I developed repeatable systems, planning tools, client processes and operational standards so that excellence wasn’t dependent on hustle, it was built into how we operate.
At the same time, I invested in visibility and industry leadership. Speaking, serving on boards and engaging in professional communities allowed me to build trust before clients ever hired us.
Setting the company up for success wasn’t about overnight growth. It was about building a strong foundation, credibility, clarity of positioning, systems and values, so that when opportunities came, we were ready for them.
ANDREW: What were the pros and cons of this decision?
SHAMEKA: I wouldn’t say there were no risks. Entrepreneurship always comes with uncertainty. There’s financial variability, increased responsibility and the reality that your name is directly attached to every outcome. But I didn’t view those as deterrents. I viewed them as trade-offs.
I knew I could continue to be successful within an organization. I had built the credentials, the leadership experience and the track record to grow in that direction. But I also knew I had the vision and discipline to build something of my own.
The pros were compelling: autonomy, the ability to shape strategy without limitation, the opportunity to support a broader range of clients and the freedom to design a company aligned with my values.
And ultimately, I believed I would be successful either way. Entrepreneurship simply allowed me to define success on my own terms.
Related. Where Are They Now: TSE Trailblazer Kamira Felton Explores the Evolution of Event Marketing
ANDREW: What would you tell an events professional who is inspired by you and wants to create their own company? What challenges did you face/are you facing?
SHAMEKA: I would tell them: Do it, even if you’re scared. Do it.
Entrepreneurship rarely feels fully “safe” when you start. There’s always going to be uncertainty. But if you’ve built real experience, strong relationships and a solid reputation, you’re not jumping without a parachute, you’re building on a runway you’ve already constructed.
One thing that helped me was reframing the risk. I knew I had the credentials, leadership experience and industry network to return to an organization if I ever chose to. That perspective made the leap feel less like a cliff and more like a calculated expansion.
That said, there are real challenges. One of the biggest has been boundaries. When your name is on the door, it’s easy to feel like you need to be available 24/7. Learning how to protect your time, build systems and create space for rest without compromising excellence has been an ongoing discipline.
Entrepreneurship stretches you. It exposes your strengths and your growth areas quickly. But it also accelerates your leadership in ways traditional roles sometimes can’t.
And truly, if someone is considering it, I’m always open to having that conversation. This industry grows when we support each other.
ANDREW: How has your approach at EventsNoire changed through the years?
SHAMEKA: In the early days of EventsNoire, I was very hands-on. I was the strategist, the planner, the negotiator, the on-site lead, everything. That phase was important because it allowed me to deeply understand every layer of the work.
But over time, my approach has shifted significantly. The biggest change has been moving from being primarily a doer to operating as a strategist and advisor. Instead of just executing events, I now focus on how those events align with organizational goals, revenue models, member engagement and long-term positioning.
I’ve also become more intentional about scale. In the beginning, growth meant taking on more work. Now, growth means building systems, refining our framework, strengthening our team and being selective about the clients and projects we take on.
Another shift has been confidence. Early on, I wanted to prove capability. Now, I’m more focused on protecting standards, ensuring every engagement aligns with our values, our IMPACT Framework and the level of excellence we promise.
ANDREW: What surprised you about this career change?
SHAMEKA: What surprised me most was how quickly the business grew in the first year and that it grew entirely through word of mouth.
I didn’t launch with a massive marketing campaign. I launched with relationships, reputation and results. The volume of inquiries and referrals I received early on was both humbling and affirming.
It confirmed that the years I had spent building credibility, serving in leadership roles and investing in professional development weren’t invisible. People were paying attention. They trusted me. It was very validating.
ANDREW: What have been some of your proudest moments at EventsNoire?
SHAMEKA: Honestly, one of my proudest accomplishments is consistency. I’ve owned EventsNoire for over four years now and every single day that we continue to operate, grow and serve at a high level feels significant.
I’m proud of the happy clients and the returning clients. In this industry, repeat business is one of the clearest indicators of trust. Knowing organizations choose to work with us again, and again, means we’re delivering on our promise.
I’m also proud of the full-circle moments. There have been companies I once interviewed with earlier in my career who later returned to hire EventsNoire for event strategy and logistics support. That shift, from candidate to partner, is deeply affirming.
Another meaningful milestone has been building opportunities for others. I’ve been able to hire family and friends, expand our team and create work that supports people beyond myself. That responsibility is something I don’t take lightly.
And beyond client work, EventsNoire has given me the platform to bring passion projects to life, including “Shameka Meets,” a people-and-purpose-driven, event-focused talk show. The series highlights industry leaders, destination stories, trends and the small moments that create big impact within experiences. The pilot episode is now available, and it’s an extension of the same philosophy that drives our company: Events should move people.
For me, the proudest moments aren’t just singular wins. They’re sustained proof that a vision can turn into something real, resilient and influential.
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