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Alaina Tobar, DMCP, 32, regional general manager, PRA Northern California, San Francisco
Tobar is drawn to events because “no two days are the same,” she explains. “But that’s why I love this industry!”
Her days are a broad mix of responsibilities, including “managing an incredibly talented team of individuals to contract negotiations, sales strategy, supporting on-site operations, and everything in between,” she explains. “In addition, I sit on an internal management team for the PRA system, helping to provide consistency and design efficiencies across our 29 offices.”
And as if that weren’t enough, “I’m also proud to serve as the president of the Association of Destination Management Executives International where, alongside my dedicated board of directors and certification and accreditation board, we strive to define the DMC industry and uphold the highest level of professionalism and ethics across our industry.”
Tobar thrives on collaboration. “One of my favorite things about special events is you get to work with passionate and collaborative people,” she says. “That extends beyond our internal teams and reaches to our clients and our partners. I am a team player, and no task is too small or too large to accomplish when you have the right people in place.”
Brandon Treadway, 23, president/creative director, Treadway Events and Entertainment, Portland, Ore.
Treadway has the pedigree to be a success in special events.
“Having grown up in the events industry, I obtained a good understanding of how events work and how to effectively hold social gatherings,” he explains. “During my childhood, I spent hours volunteering on events in my community, where I learned a great deal about fundraising, event budgeting and more. I have a meticulous eye for detail, and I am procedure-oriented—two very important skills to have when planning events. Additionally, through trial and error, I’ve been able to improve my ability to handle stressful situations. To this day, I still volunteer and build connections through multiple organizations such as the ILEA Portland chapter,” for which he serves as vice president of communications.
He says that as the owner of an event agency, he is living his “dream life”: “From thrilling haunted house attractions to a lively nightclub for teens to an entertaining multicultural festival, Treadway Events has covered it all.”
Daniel Wakefield, 25, account executive, Image AV Denver
In his role with Image AV, Wakefield aims to create relationships with clients and other event professionals to show them how audiovisual can transform an event and, ultimately, choose to partner with his team. His recipe for success is simple: “When the client is happy, I am happy!” he says.
He strives to offer new concepts. “I am good at my job because I approach every event from a creative standpoint,” he says. “Anyone can repeat what was done before, but when you design new concepts for a client, they see the value in you and your company.”
He prizes creativity: “Even when an event calls for the basics, there can always be something new. I do my work from a customer-service aspect,” he says. “This is how I am able to work with many individuals and earn their trust to produce the event. I may be a ‘salesperson’ by title, but I will never call myself that. I want my clients to see me as a partner who helps find solutions, and not a person wanting to make a quota.”
Patrick Wallain, 38, founder/CEO, Exhibau, Vancouver, British Columbia, Chattanooga, Tenn., and Tempe, Ariz.
The boss is the boss: “As a CEO, I’m responsible for guiding the company,” Wallain says. “I do this well because I’ve been in each position in my company before, understand the difficulties and ways to excel at them, and I also have a lot of experience in the industry itself. This will mark my 12th year in special events, and I’ve worked everywhere from Europe to Asia to the U.S.A. and Canada, coordinating with all types of cultures and labor capabilities, event venue landscapes, and client resources. This is what gives me an edge, as well as a cultural tolerance and understanding that’s been built up over a decade.”
He still has big dreams. “My dream job in special events is to be the project director for an Olympics in one of my home countries of the U.S.A. or Canada” he says . “Given my past experiences with the organizing committees for various Olympics locations, it would be an honor to be able to bring the knowledge home and execute well for all of the world to see. The Olympics provides such a great opportunity to showcase technical capabilities and creative design all wrapped in one, and that’s what Exhibau does well.”
Jillian Ziska, 31, owner/creative director, To Be Designed, San Diego
This busy company handles a wide range of events, from weddings to social events to corporate bashes. “We are a family that continues to grow together as we navigate expansion, industry changes, and innovations for events in the future,” Ziska says. “There is never a dull moment in the day, and my daily schedule is always quite full, but I wouldn’t change a single minute.” The secret to her success? “Clients want to feel like they are your top priority and not just another check in the mail,” she says. “Our strategy from the beginning has always been to partner with other vendors because we want that long-lasting relationship where a mutual benefit exists for both parties.”
Going the extra mile matters: “We pride ourselves on going above and beyond for each client, and our consistent clientele knows this and continues to work with us time and again,” she says. “So whether it be a special gift box, a note in the mail with a gift card, or just some extra furniture or flowers at the event that the client didn’t pay for but we knew would add so much—that’s what makes us the best at our job.”
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