My Role
Program Owner and Strategic
Lead End-to-end strategy, experience design, vendor leadership, budget ownership, and operational execution across trade show booth, client reception, sales meetings, and executive hosting.
Program Overview
The NACE (National Auto Auction Association Convention & Expo) program was a multi-day, multi-venue experience combining trade show presence, client hospitality, and executive meetings in Las Vegas. This was my first major event program since being promoted, and I was responsible for managing all elements simultaneously – from the exhibit floor to the executive suite.
The program was designed as an integrated client experience that reinforced IAA’s market position while creating high-touch relationship-building opportunities. The centerpiece was an industry reception at Red Square Restaurant & Lounge – a premium, invitation-only evening for 250 insurance clients designed to celebrate relationships and create a memorable brand moment during one of the industry’s largest annual gatherings.
As program owner, I led the end-to-end strategy, experience design, and operational execution of the trade show booth, client reception, sales meetings, and executive client meetings, managing all vendor relationships, budget oversight, and on-site coordination.
Program Details
Event Type: Trade Show, Client Reception & Sales
Progam Venues: Mandalay Bay Convention Center, Red Square Restaurant & Lounge at Mandalay Bay, Suite at TheHotel
Audience: Insurance clients, sales managers, executives, and CEO-level prospects
Attendance: 250 guests at client reception; 5-30 attendees at sales meetings
Business Objective
The objective of the NACE program was to:
- Reinforce IAA’s position as an industry leader through professional trade show presence and premium client experiences
- Deepen relationships with 250 top-tier insurance clients through exclusive hospitality
- Create memorable brand moments that strengthened loyalty and long-term partnerships
- Provide executive leadership with high-touch meeting environments for strategic conversations at TheHotel suite
- Maximize ROI across trade show participation, client engagement, and business development opportunities
Since this was a flagship industry event with competitors present, every element of the experience needed to reflect IAA’s brand excellence and create differentiation through hospitality and attention to detail.
Experience Architecture: Designing the Multi-Day Program
Rather than treating the trade show, reception, and meetings as separate events, the program was intentionally designed as a coordinated experience that reinforced IAA’s brand at every touchpoint throughout the week.
The experience was structured around three core components:
- Trade Show Presence: Professional booth presence at NACE to engage with industry attendees and demonstrate market leadership
- Client Reception: Premium, invitation-only evening at Red Square for 250 insurance clients designed to celebrate relationships and create a memorable brand experience
- Sales Meetings: Coordinated sales manager and CEO-level client meetings at TheHotel suite to advance strategic relationships
Each component was designed to support both the business objectives and the client experience, creating a week-long brand immersion for IAA’s most important relationships.
Operational Scope & Complexity
As program owner, I led and managed:
- Trade show booth coordination and setup at Mandalay Bay Convention Center
- Client reception venue selection, contracting, and design
- All food & beverage strategy and execution for 250-person reception
- Event branding and environmental design elements
- Vendor sourcing, negotiation, and on-site coordination
- Sales meeting coordination at TheHotel suite (5-30 attendees per meeting)
- CEO-hosted client meeting logistics and support
- Budget management, expense tracking, and financial reconciliation
- Guest list management and invitation coordination for 250 attendees
- On-site staffing and program oversight across multiple venues
- Timeline coordination across simultaneous trade show and meeting activities
Results & Impact
- Received a standing ovation from senior executives, including the company President, for event execution and organizational excellence
- Delivered the multi-day program $10,000 under budget while maintaining premium quality and client experience
- Successfully coordinated simultaneous trade show presence, 250-person client reception, and executive meetings across multiple venues
- Created a memorable client experience that reinforced IAA’s brand position and strengthened key relationships with insurance industry clients
Budget Management & Recognition
The client reception was executed within the $25,000 budget, and through strategic vendor negotiation and cost management across the overall multi-day program, I delivered the complete experience $10,000 under the total program budget while maintaining premium quality across all client touchpoints.
The program earned a standing ovation from senior executives, including the company President, with leadership specifically recognizing exceptional organizational skills, follow-up, and execution quality. This was my first major event program since being promoted, and the recognition affirmed both the quality of execution and my growth in the role.
SIGNATURE PROGRAM MOMENTS
Red Square Lounge Client Reception
The client reception at Red Square Restaurant & Lounge was designed as the emotional and experiential centerpiece of the NACE program – an exclusive, invitation-only evening for 250 insurance clients that celebrated relationships in a uniquely Vegas environment.
Red Square Lounge provided a distinctive venue backdrop with its premium atmosphere, signature ice bar, and Sub Zero vodka vault. I designed the event to blend the venue’s existing character with custom IAA branding, creating an experience that felt both elevated and on-brand.
The evening was structured to encourage organic networking and relationship-building in a relaxed, celebratory environment while showcasing IAA’s commitment to client hospitality and premium experiences.
Highlights:
- Red carpet arrival experience
- Custom logo ice luge with changing LED lights
- Ice bar with premium spirits
- Signature drink created for the event
- “Photo booth” experience in the Sub Zero vodka vault
- Photo opportunities with fur and military jackets
- Extensive hors d’oeuvres stations throughout the venue
- Dessert station
- Premium open bar
- Strategic branding and environmental design elements
The goal was not just a beautiful evening, but to create a memorable brand moment that 250 insurance clients would associate with IAA’s professionalism, hospitality, and market leadership.
Impact: The reception was described as “amazing” and “a huge hit” by attendees and executives. The experience successfully reinforced client relationships and created positive brand associations during a critical industry gathering.
Trade Show Booth & Floor Presence
While managing the 250-person client reception and executive meetings, I simultaneously coordinated IAA’s trade show booth presence at the NACE expo floor at Mandalay Bay Convention Center.
The booth was designed to maintain IAA’s professional brand presence on the exhibit floor, provide a home base for the sales team during the show, and create opportunities for client conversations and lead generation.
What Was Coordinated:
- Booth design, setup, and breakdown logistics
- Trade show services and exhibit hall coordination
- Booth staffing and team schedules
- Branded materials and collateral
- Lead retrieval and follow-up systems
Impact: The booth setup was executed professionally and provided a strong floor presence that complemented the premium client experiences happening off the show floor.
Sales Meetings at TheHotel Suite
Throughout the NACE program, I coordinated logistics for sales manager meetings with clients at a suite in TheHotel – accommodating groups ranging from 5 to 30 attendees per meeting.
The suite provided an intimate, professional environment for relationship-building and strategic conversations away from the convention center floor. This required careful coordination across multiple calendars, room setup, materials preparation, and on-site support to ensure the sales team and executive leadership could focus on client relationships without logistical distractions.
What Was Managed:
- Suite reservations and setup at TheHotel
- Sales meeting coordination and logistics support for groups of 5-30 attendees
- CEO-hosted client meeting preparation and execution
- Materials and presentation support
- Schedule coordination across trade show floor time and off-site meetings
- Room refreshments and hospitality elements
Impact: Executive leadership and sales teams were able to conduct high-level client meetings with confidence, knowing all logistics were handled and the program was running smoothly across all venues.