“I’m incredibly grateful to PCMA Heartland for the opportunity to attend edUcon 2025 in Louisville, KY through their scholarship program. As someone who recently made the shift from the exhibitor side of the events industry to the planning side, this experience couldn’t have come at a better time. It fueled my growth, helped me build new connections, and gave me the perspective I didn’t know I needed.

Throughout the week, sessions led by thought leaders from PCMA, Freeman, and other major players felt like a crash course in what it really takes to create modern events, meaningful experiences, and inspiring environments. The theme of “Empowering Experience” came through loud and clear: innovation, impact, and what’s next in our industry.

One of the biggest takeaways for me was the focus on crisis readiness. It’s not a matter of if something goes wrong, but when. The session Crisis Command: From Game Plan to Go-Time in High-Stakes Events gave us tools I’ll carry with me for years, including risk and crisis assessment frameworks, communication response plans, and real-world case studies. I left with a deeper appreciation for proactive planning, rehearsals, and how strong communication can make or break a response.

Burnout was another topic that hit close to home. In Work Well, Lead Well, Live Well, we talked about burnout not just as being tired, but as a sign that something deeper isn’t aligning. I’ll never forget the quote, “There is no work life. There is only life.” It was a reminder that successful events start with healthy, supported teams, and that leadership means paying attention to the people behind the production.

A standout session focused on the role of event strategists, and how we can move from simply executing logistics to truly influencing strategy. We explored tools like the Freeman XLNC Framework, and I took a lot away from the conversation around how to speak to different types of executives, whether they’re data-driven or vision-focused. Understanding the difference between a strategy brief, creative brief, and event plan was also eye-opening and something I’ve already started applying in my own work. I also discovered sparkit.ai, a game-changing tool for managing RFPs, research, and vendor discovery. Platforms like Destinaitor are streamlining destination research too, helping planners like me make smarter, faster site selection decisions.

Here are a few stats that stuck with me:

● Millennials and Gen Z now make up the majority of the workforce, and by 2030, they’ll account for 75% of event attendees.

● People are becoming more selective with which events they attend, averaging only 2 to 3 a year. But attendance interest is growing, up from 43% in 2024 to 52% in 2025.

● Today’s attendees are looking for more hands-on learning and meaningful peer-to-peer connection.

● Sponsors and exhibitors want to see clearer outcomes. They’re scrutinizing their spending and looking for better ways to engage.

These insights are already changing how I think about event strategy and making sure each program is rooted in a strong “why.”

Lastly, it was such a joy to connect with destination partners like Visit Orlando, Visit Phoenix, and New Orleans & Company. Their approach to collaboration reminded me just how powerful place-based partnerships can be when building something truly memorable.

I left edUcon with a stronger network, a fresh mindset, and a renewed sense of purpose. I also picked up a great book recommendation: Inside Live Events by Bob Priest-Heck and Carrie Freeman Parsons, which I’m really looking forward to reading.

Thank you again to the PCMA Heartland Chapter for believing in and investing in emerging planners like me. This wasn’t just another conference. It was a reset, a launchpad, and a much-needed reminder of why this industry matters. I’m walking away inspired and ready to keep learning, building, and contributing to what’s next.”