Building the Future of Event Services: How Student Engagement and Internships Are Shaping Tomorrow’s Workforce 

As the event services industry faces workforce shortages, rapid technological change and a shifting talent landscape, cultivating the next generation of professionals has never been more critical. Associations like the Event Services Professionals Association (ESPA), and the leaders who champion its mission, are stepping forward to ensure students and emerging professionals recognize the depth, diversity and promise of careers in this field. 

Eric Logan, CMP, Acting Director of Destination Services for the Virginia Beach Convention and Visitors Bureau, and DeShawn Fitzpatrick, CMP, Director of Convention Services at Houston First Corporation, share their insights on how associations and industry partners can meaningfully introduce students to event services, bridge educational gaps and build sustainable talent pipelines.  

Patrick Coit, CMP, Manager of Destination Services at Meet Boston and ESPA’s student initiatives board leader, echoes these priorities, adding that early exposure and education can be transformative. 

Why Early Exposure Matters 

For Logan, introducing students to the industry before they graduate is not optional, it’s essential. 

“ESPA leadership has been actively involved with student engagement and recruiting working closely with institutes of higher learning administrations and professors,” says Logan. “This is the perfect time to introduce students at this level of learning about the event services profession and to show them the value and the numerous programs that ESPA offers to students and members.” 

He emphasizes that student programming is a strategic pillar for the organization’s future: “It is strategically important for associations like ESPA to include these types of student programs in their core missions.” 

Coit adds powerful perspective from his own experience: “It is extremely important to show students what else events can be. In college, I looked at events as a concentration but felt it was mainly sales. At 18, I didn’t know what else the industry held. If ESPA can expose even one student to this world and they run with it, that investment is absolutely worth making.” 

He notes that ESPA’s student membership and webinar access give students “real-world insight into trends and issues while they’re learning the theory,” a foundation he calls “immense.”

Hands-On Learning: The Power of Real-World Experience 

Both Logan and Fitzpatrick highlight immersive opportunities such as internships, mentorships and job shadowing as the most effective tools for preparing students for the complexities of event services. 

Logan notes, “Internship programs and partnerships with local institutes of higher learning for student volunteers are very beneficial for students. This real-world experience working alongside seasoned professionals shows them the fun and the challenges of working actual events.” 

Fitzpatrick, whose team runs a robust internship program that includes the George R. Brown Convention Center in Houston, agrees wholeheartedly. 

“Internships are an invaluable tool in preparing the next-generation workforce and giving emerging professionals an opportunity to see what awaits them in a chosen career,” she says. 

She adds that lack of student awareness is a major contributor to today’s industry workforce gaps. 

“What we so often hear from college students is that they were unaware of the specific types of jobs available within a destination marketing organization or a convention center… Through this program, we hope to help expose young people to the breadth of what we do and in turn prepare for our own future as a company and an industry in growth mode.” 

Coit reinforces the significance of hands-on connection with seasoned professionals. “You can read every textbook and every CMP guide but hearing the story of managing a massive outdoor concert with thunderstorms approaching. That’s when you really understand what event service professionals do. The real-world examples, the emergency planning, the decision-making under pressure—those experiences are invaluable,” he says, noting that Logan is his mentor and Fitzpatrick mentors his colleague. 

Building a Model Internship Experience 

Houston First’s internship program is intentionally structured to ensure meaningful, professional-level experience across the DMO’s spectrum of operations. 

“Internship opportunities are advertised on HoustonFirst.com and various external platforms…,” says Fitzpatrick. “The Talent Acquisition Manager conducts initial phone screenings… panel interviews are conducted by company leaders.” 

Once selected, interns are placed with departments aligned with their studies and goals. 

“From shadowing team members to jumping in on real projects and assignments, our interns learn by doing,” explains Fitzpatrick. “Each project they are assigned not only contributes to the success of our organization but also enhances their experience and may be eligible for academic credit.” 

The diverse exposure is intentional. Sales interns accompany national account executives on site visits. Marketing interns observe directors’ strategic planning. Convention Services interns work directly with event managers. 

“This experience helps interns build confidence, make connections through networking and gain valuable insight into the industry. In turn, we hope that leads them to career success,” Fitzpatrick shares. 

Coit adds that hearing professionals’ personal career trajectories, sometimes nonlinear, can be just as impactful for students. 

“We all have different stories. No one would guess that I once left the industry for a year to work at a truck dealership, but I wanted to come back. When prospective professionals hear how much this industry gets into someone’s blood, it can help them see whether this path is right for them,” Coit explains. 

Mentorship: A Bridge from Classroom to Career 

Strong mentorship is a common thread between ESPA’s initiatives and Houston First’s internship model. 

Logan describes ESPA’s mentorship offerings with pride: “ESPA has developed an incredible mentorship program, and it continues to grow each year. This is a great way for a less experienced event services professional to have a positive seasoned role model…to help guide and educate them along the way.” 

Fitzpatrick highlights the organic relationships that naturally develop: “Interns are paired with professionals within their assigned departments… Mentor-mentee relationships typically develop organically… Many of these connections extend beyond the eight-week program, developing into lasting professional relationships.” 

Coit sees mentorship happening not just formally but through conference culture itself. 

“Our members are so giving of their time,” Coit says. “The networking and conversations that take place at our conference help students understand what this profession really requires. It’s where theory meets real-world experience.” 

Communicating the Value and Excitement of Event Services 

Younger audiences may not realize how dynamic and rewarding event services careers can be. ESPA plays a key role in bridging that awareness gap. 

“ESPA and similar associations can engage with younger audiences through social media platforms as well as face-to-face interaction by volunteering to speak in the classroom,” Logan says. “These are great ways to illustrate the many opportunities available in our industry.” 

He notes that ESPA’s discounted student rates and conference experience are especially impactful: “The conference provides an opportunity to learn and network alongside younger and seasoned event services professionals from across the country.” 

Coit emphasizes expanding scholarship reach and academic partnerships. 

“Improving our college scholarship program and continuing to build relationships with universities is key,” he explains. “Our monthly webinars allow students to hear the challenges we all face and even earn CMP or ESPC credits while still in school. That gives them a real head start.” 

Skills for the Next Generation 

As the industry evolves, so do the skills required to excel. 

Logan points to digital fluency and interpersonal strength as top priorities: “It is imperative to have strong computer and social media skills… Strong presentation and social skills are just as important.” 

Coit expands the list of essential competencies. 

“Communication is critical. AI is a tool, not a replacement,” Coit says. “Risk management matters more than ever. And financial analysis is increasingly important with the industry’s focus on bottom-line impact.” 

He adds that associations can help nurture these skills by “providing timely programs and webinars that show students exactly what they need to hit the ground running.” 

The Role of Associations in Attracting New Talent 

From member recruitment to ongoing education, associations have a significant role in addressing talent shortages. 

Logan underscores the importance of value-driven engagement. “Associations really need to show the value including all continuing educational programs that they offer… Active members should be encouraged to recruit new members through their networking channels,” he explains. 

For ESPA specifically: “ESPA offers an incredible array of educational opportunities… monthly webinars, annual conference… leader program… numerous committees,” he adds. “All of these offerings can show potential new talent experiences that they were not aware of.” 

Coit adds a candid reminder for seasoned professionals: “If you left your position tomorrow, who is ready to take over? Colleges produce capable, motivated students who are hungry for their first job. They’re the recruitment pipeline we need for the future.” 

He also notes the long-term value of nurturing student connections. 

“These students will shape what the industry becomes. Encouraging creativity and conversation now helps us all evolve,” Coit says. 

Measuring Impact: From Intern to Industry Professional 

Houston First has seen measurable success from its internship program. 

“Over the years, several of our former interns have gone on to build successful careers… Since the program’s inception, HFC has onboarded five of our interns as full-time team members,” Fitzpatrick shares. 

Success is also reflected in student enthusiasm and confidence. 

“We know we have achieved success when feedback… indicates that interns leave the program feeling confident, motivated and excited about their future,” she adds. 

Coit shares a similar story from his first ESPA conference: “From my first conference in Kansas City, I felt welcomed, encouraged and empowered—eight years after graduating. My first thought was to get students involved. The relationships we’ve built since then have proven how valuable that connection can be.” 

Advice to Organizations Looking to Start Their Own Programs 

Fitzpatrick encourages venues and DMOs to see internship programs as long-term investments, not temporary labor solutions. 

“This isn’t about getting temporary employees but rather about educating students on the opportunities in our facilities… Make sure the program is properly built out and that you’re showcasing a good cross-section of the work,” she says. 

Her advice: start small, set clear goals and ensure staff buy-in. 

A Call to Action for the Industry 

Both Logan and Fitzpatrick return to a common theme: the future of event services depends on today’s investment in emerging professionals. 

Logan reminds seasoned professionals: “The youth will be our future leaders someday… it is crucial for associations and members to embrace and to encourage student outreach and continuing educational opportunities.” 

Fitzpatrick closes with a broader industry vision: “We must prepare for our future as an industry by illustrating what it has to offer to the next generation… If more convention facilities and DMOs do this, we will collectively make a broader impact.” 

Coit’s message aligns squarely with this call. 

“We need to continue developing relationships with colleges, universities, junior colleges and vocational schools. These partnerships benefit everyone. If we invest in students today, we build a stronger, more prepared workforce for tomorrow.” 

Building the Workforce Our Industry Deserves 

As the event services profession navigates rapid change and increasing demand, one truth is unmistakable: the strength of tomorrow’s workforce depends on the commitments we make today. 

The experiences shared by Logan, Fitzpatrick and Coit underscore a collective responsibility—one that calls on associations, industry leaders, educational partners and seasoned professionals to open doors, share knowledge and elevate the visibility of this dynamic field. 

By investing in structured internships, embracing mentorship, showing up in classrooms and inviting students into real-world environments, we do more than fill staffing gaps. We ignite careers, diversify our talent pipeline and ensure that event services continues to thrive as an innovative, people-centered profession. 

The next generation is ready. They are curious, capable and eager to contribute. Now is the moment for our industry to meet that enthusiasm with intention, support and opportunity. 

If we continue this work together, we won’t just shape future event professionals. We will shape the future of the industry itself.