(DREAM BIG…Plan Bold…Deliver Beyond) 

Keynote sponsored by

Event Service Professionals are the unsung heroes who transform event promises into unforgettable experiences. After the sales team closes the deal, the expertise, relationships, and attention to detail of event service professionals bring events to life, managing everything from hotel coordination to transportation, partner engagement, and on the ground problem solving.

The impact is immense: your work drives repeat bookings, guest satisfaction, and the reputation of the destination or venue. The pressure is ongoing and can be intense.

Deadlines, client demands, internal alignment, and crisis management quietly take a toll, draining energy, focus, and morale. According to industry research, 79% of event professionals report increased stress compared to just five years ago. Event planning consistently ranks among the top three most stressful jobs globally. Surveys show that over half experience significant stress, and many report anxiety, exhaustion, or even changing jobs due to prolonged pressure.

Pressure and stress affect performance, culture, relationships, and the guest experience. Thriving through the pressure is not about doing more. It is about building the capacity to handle stress, regulate energy, and stay composed no matter what life or a last-minute client request brings.

This is where Jeff Salzenstein’s Own Your Zone™ framework comes in. A former top 100 world-ranked tennis pro, Stanford All-American, leadership speaker and performance coach, Jeff translates elite sports fundamentals into practical, science-backed tools for event professionals, leaders, and teams.

His framework helps event service professionals:

• Reduce stress and regulate the nervous system to stay calm and clearheaded
• Increase energy capacity, especially during high pressure situations.
• Communicate and connect effectively, improving relationships with clients, partners, and teams.
• Lead with confidence, clarity, and care, creating a ripple effect on service excellence and guest experience.

Excellence in event services is not just about flawless execution. It’s about sustaining high performance without losing ourselves. By combining simple, repeatable fundamentals and strategies with powerful insights and mindset shifts, event service professionals can turn stress into strength, stay composed through the pressure, and consistently show up at their best making event magic happen again and again.

This is how we Own Our Zone.

Continuing Education Credits: ESPC Approved, CMP- Strategic Planning 

Jump start your connections at our fun, high-energy Speed Networking session, designed exclusively for event service managers! In just minutes, you'll meet a variety of industry peers, share insights, and spark valuable partnerships that will elevate your industry connections.

• From Sales Handoff to The Event Floor: Event Service Team Led Risk Readiness for Events,  with Kevin Coffey, Internationally Known Safety Expert
  Event and convention services teams inherit the program after the sale—yet you’re the ones who can make your facility’s risk readiness real. This practical session demonstrates to CVB, venue, and hotel event teams how to proactively showcase their facilities' safety, security, and risk management capabilities, aligning with sales conversations and briefing planners before they even request it. We’ll model samples of “risk-aware” ideas that your team can use during site inspections, pre-cons, and through daily show-day huddles, which you and your team can use with clients and internal stakeholders.

Expect to Walk Away With

• Ideas to help enhance the way your facility and team can stand out in the eyes of your clients by being proactive in helping clients better address meeting and event risk management.
• Concepts to help your event service team be ready to communicate confidence, close gaps quickly, and help your facility deliver safer, smoother events.

Kevin Coffey is a nationally recognized meeting and event risk evangelist, trainer, and former LAPD detective specializing in crimes targeting travelers at airports, hotels, and major event venues.  Read more about Kevin.  

Continuing Education Credits: ESPC Approved, CMP- Risk Management

• The New Destination Paradigm: Community-First Planning and Citywide Excellence
  Explore how to balance the growing demand for local, inclusive, and sustainable experiences with the realities of logistics, capacity, and authentic community engagement. Participants will discover how to build meaningful cross-sector partnerships that go beyond surface-level inclusion, sourcing authentically without tokenism while creating scalable service solutions. Learn strategies for engaging cultural organizations and local businesses as true partners, managing expectations when working with third-party planners, and leading with creativity in any destination.

Continuing Education Credits: ESPC Approved, CMP- Sustainability and Social Impact

• AI Meets Convention Services: Tools, Trust & the Human Touch
  AI won’t replace you—but someone who knows how to use it might. This session demystifies AI for convention service pros, covering real-world tools, smart prompting, and CRM automations that boost efficiency without sacrificing personalization. We’ll explore data security, company policy considerations, and how to balance tech innovation with the human touch that defines great service.

Continuing Education Credits: ESPC Approved, CMP- Technology Integration

• Generational Intelligence: Bridging the Leadership Gap
  This session will explore how generational differences impact leadership styles, communication preferences, and team dynamics in destination services. From tech expectations to feedback culture, attendees may discuss how to manage up, lead across, and mentor with empathy. Ideal for both seasoned leaders and next-gen professionals looking to build mutual understanding and stronger teams.

Continuing Education Credits: ESPC Approved, CMP-Strategic Planning

• Leading from the Middle: Influence Without Authority
  Not every leader has a title but can still drive change. Not every manager manages people yet still directs others in their daily tasks. As a mid-level professional, how do you direct others that don’t report to you, advocate for yourself and your team while maintaining trust and collaboration across departments? Explore how to speak up, set boundaries and use strategic communication to lead from wherever you are!

Continuing Education Credits: ESPC Approved, CMP- Strategic Planning

• Housing Pirates: Identify, Defend & Defuse

  Hotel room pirates don’t wear eye patches; they build look alike sites and harvest your attendee lists. In this interactive session, Meetingmax’s Jeff Duncan and Louisville Tourism’s Becca Lloyd unpack the newest pirate playbooks, from AI generated phishing emails to reseller “wholesalers.” You’ll audit your own communication touchpoints, draft a rapid response alert, and leave with a three-tier defense matrix that slashes poaching, protects revenue, and preserves attendee trust—no lawsuits required.

Continuing Education Credits: ESPC Approved, CMP- Event Design

• Greener Meetings Without the Guilt Trip: Building Realistic Sustainability into Services

  From venue checklists to supplier engagement, how can service pros incorporate sustainability without overwhelming teams or planners? Come to this session for tips on prioritizing actions and communicating value.

Continuing Education Credits: ESPC Approved, CMP- Sustainability and Social Impact

• Beyond the Game: Servicing Sports & Large-Scale Public Events with Confidence  

  Explore the distinct challenges and opportunities involved in servicing sporting events compared to traditional meetings. Gain insights into managing housing, crowd movement, security, and multi-stakeholder coordination. Discover how to enhance large-scale event experiences by integrating accessibility, sustainability practices, and the latest AI-driven tools.

Continuing Education Credits: ESPC Approved, CMP- Strategic Planning

As the events industry evolves, so must the partnerships that drive it. Join ESPA for a dynamic, solutions-focused conversation with top events industry innovators from across North America.

This isn’t your typical panel; it’s a candid dialogue designed for Event Service Professionals to hear directly from the clients they serve. Discover what truly matters when planners choose destinations, venues, and service partners and how you can play a strategic role in their success.

Key Takeaways:

• What planners need most from hotels, convention centers, and DMOs today.
• How to create impact through local engagement, storytelling, and memorable experiences.
• Ways to connect your destination’s assets to the goals of diverse industries.
• What makes a partnership valuable and how these relationships must evolve.

Walk away with fresh insights, actionable strategies, and renewed purpose to elevate your impact. Get ready to go beyond the contract, this is where transformation begins!

Continuing Education Credits: ESPC Approved, CMP- Strategic Planning

Mingle with your Arlington hosts and our North Texas friends for an unforgettable night filled with bold flavors, lively entertainment, western flair, and big-hearted hospitality. Because here in Texas, even the parties are bigger.

During this session, attendees will break up into groups and discuss hot topics relevant to their individual segment. A short list of hot topics will be available to talk to your peers about challenges and solutions.

• DMO
• Convention Centers
• Hotels & Special Event Venues
• Leaders (Associate Director, Director, VP and higher)

Continuing Education Credits: ESPC Approved, CMP- Strategic Planning

• Career Mapping & Wellness in Services: Navigating Growth with Purpose
  Examine what it takes to grow and thrive in a demanding, ever-evolving industry. From transitioning between roles (hotels to CVBs, sales to services) to finding your leadership style and building a personal brand, the conversation will also explore how mentorship, professional development, and well-being intersect. With a focus on sustainable career growth, attendees will reflect on their own journeys, identify new pathways, and gain strategies for balancing ambition with mental health and personal fulfillment.

Continuing Education Credits: ESPC Approved, CMP- Strategic Planning

• Serving with Integrity: Navigating Ethics, Culture & Conflict in Events
  What happens when a group’s values clash with your own—or your community’s? This session tackles the gray areas of event servicing, from culturally sensitive requests to controversial vendors and programming. Learn how to set boundaries, uphold professionalism, and serve every group with respect and integrity.

Continuing Education Credits: ESPC Approved, CMP- Sustainability and Social Impact

• Plan Bold, Serve Smarter: Economic and Housing Insights for Event Pros
  The economy is shifting—and so is travel. Join Fidel Mitchell, Tourism Economics’ Client Relationship & Insights Manager, for a fast-paced look at the big-picture economic forecast, the travel and meetings trends shaping 2026 and beyond, and how these forces directly influence event service professionals. We’ll explore topics like housing challenges in destination cities and how service pros can adapt strategies to meet evolving demands while continuing to deliver unforgettable experiences and measurable impact.

Continuing Education Credits: ESPC Approved, CMP- Event Design

• Planner Expectations in a New Era
  Today’s planners expect fast answers, flawless execution, and personalized, purpose-driven experiences. Explore how destination professionals can meet rising expectations without burning out—by setting healthy boundaries, streamlining requests with AI, and rethinking everything from site visits to sustainable gifting. Learn how to deliver standout service while staying aligned with your team’s capacity and your destination’s values.

Continuing Education Credits: ESPC Approved, CMP- Strategic Planning

• Leveraging AI And Data
• Partnerships and Collaborations
• Q&A with Meeting Planners
• Sustainability & Social Impact
• DEI Amid Political Shifts & Restrictions
• Career Mapping - Continue the Conversation from the Breakout session
• Event Risk Readiness in Practice: Bring Your Questions, with Kevin Coffey Bring real meeting and event risk scenarios and challenges from your venue, CVB, or hotel. We’ll workshop quick wins for site-inspection talking points, pre-con briefs, show-day huddles, and escalation trees. Leave with two actions you can implement at your very next event.

An energizing and interactive experience that helps attendees clarify their confidence, communicate their value, and connect authentically. Using my SWAG framework, participants will walk away with the clarity and tools to amplify who they are and the impact they make.

Learning Outcomes:

• Identify and leverage personal strengths through the SWAG Inventory.
• Craft a 30-second “value statement” that captures attention and opens doors.
• Build authentic, mutually beneficial connections inside and outside their organization.

Continuing Education Credits: ESPC Approved, CMP- Strategic Planning

Organized by the Arlington Services team, these exciting programs give you education outside the ballroom. All are within walking distance of the hotel and will deliver great education along with fun opportunities for excursions at some of Arlington’s most popular venues and attractions.  Pick your Workshop!  (Space is limited for each so secure your spot early.)

• The Power Behind the Game: Tech at AT&T Stadium
  “*Note this Workshop will return to the hotel at 5:30 PM.*” 
Go beyond the field and discover what it takes to deliver world-class experiences inside one of the most iconic sports and entertainment venues in the world. This technical tour of AT&T Stadium pulls back the curtain on the cutting-edge technology and production capabilities that drive everything from game-day excitement to large-scale concerts and corporate events.  Led by the stadium’s experts, attendees will explore behind-the-scenes areas and see firsthand the integration technology for events.

Continuing Education Credits: ESPC Approved, CMP- Strategic Planning

• Events Beyond Baseball How a Stadium Turns into a Conference
  Globe Life Field is home to the Texas Rangers—but beyond baseball, the stadium has become a dynamic venue for conferences, large-scale meetings, concerts, and more. This workshop takes you behind the scenes of transforming a major league ballpark into a multi-use event destination, featuring case studies such as the Woman Evolve conference. Learn how the team manages space conversions, guest flow, catering, and logistics to create seamless experiences in a venue not traditionally designed for corporate and social events.

Continuing Education Credits: ESPC Approved, CMP- Event Design

• Event Case Study - VIP Events That Exceed Venue Capacity
  Delve into the details behind one of the nation’s most anticipated event openings—the National Medal of Honor Museum’s VIP Grand Opening. With attendance exceeding the museum’s capacity, organizers faced the challenge of transforming an outdoor parking lot into a secure, upscale venue fit for past U.S. Presidents, major donors and investors, and high-profile dignitaries. From catering a formal dinner in a tented space to coordinating the seamless transition of guests for an exclusive museum preview, this case study will highlight the creative solutions, logistical strategies, and security considerations required to execute a once-in-a-lifetime event.

Continuing Education Credits: ESPC Approved, CMP- Event Design

• Behind the Scenes of Mega Sports Events: A Playbook for Event Services
  Step into the action with this dynamic mobile workshop at the Arlington CVB Auditorium, where the spotlight shines on the complex world of mega sporting events. From the FIFA World Cup to international Grand Prix racing, hear directly from the planners who make these massive spectacles possible.This panel of industry experts will share how destinations, venues, hotels, and city partners collaborate to manage the planning, logistics, and service delivery that bring once-in-a-lifetime events to life. Tailored for event service professionals, the session offers insider perspectives on everything from navigating global requirements to building local community impact.Attendees will walk away with practical strategies, real-world lessons, and a deeper understanding of how cities rally together to deliver unforgettable experiences for athletes, fans, and stakeholders alike.

Continuing Education Credits: ESPC Approved, CMP- Strategic Planning