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Q3 Spark: ArchiTECH: Determine, Design, Digitize

August 11 @ 12:30 pm - 7:00 pm EDT

The U.S. is fortunate to see a return to businesses and travel re-opening. As we emerge, how do we design, plan and execute our meetings? What are the questions we need to ask ourselves and our stakeholders? Join us for PCMA Capital Chapter’s Hybrid Q3 Spark – ArchiTech: Determine, Design, Digitize on August 11 at the MGM National Harbor. We are looking to experts and industry thought leaders on approaches, considerations, and case studies from early pioneers who have held in-person or hybrid events already. And we will look at the international status and how that will effect travel restrictions and virtual components. Let’s reunite (safely) or join (digitally) to forge on and revive the industry.

PCMA intends to follow and adhere to all venue guidelines and restrictions at the time of the event.

Tentative Agenda

12:30 PM                Registration Opens

12:40–1:10 PM       Membership Orientation

PCMA Capital Chapter’s Membership Committee invites you (existing, new and/or non-member) to join our Member Orientation. During this time we will share the mission of our chapter leaders, PCMA membership details and information surrounding the various committees available to you.

1:15–2:30 PM         Opening Keynote: Justin Boone – Reimagining the Audience Journey

The experience economy was a term that was all the rage prior to the pandemic. This time was considered the “heyday” for events and experiences, as well as experiential retail. But as the pandemic limited the potential for in-person gatherings, the concept of what was considered an experience significantly broadened. Post pandemic, we’ll be living in a truly experiential world where everything and anything can be considered an experience. This discussion will focus first on the human psychology behind why we both desire and need experiences in our lives, including the functional, behavioral, habitual, cultural and ritualistic aspects to everyday and unforgettable experiences. We’ll then dive into the wide variety of tools that planners, designers, marketers and facilitators have at their disposal to reimagine the way they engage with audiences, resulting in a more robust audience journey and sustained engagement.

Click here for a sneak peak of Justin’s Keynote session!

2:45–3:30 PM:        Breakouts

Breakout 1: State of Affairs in Event Sponsorship & Exhibits with Jennifer Kerhin, MBA, CEM, CEO of Sponsorship Boost

Covid shut us down… but it did not close us down forever! Virtual events happened. In-person events are taking place. Hybrid events are being formed. All of these formats have drastically changed the state of exhibits/sponsorships for our events. In this session, hear from Jennifer Kerhin, the CEO of an association tradeshow sales/management company, Sponsorship Boost, on the current state of affairs in event sponsorships and exhibits. You will ….

a. Learn how virtual events transformed the business model of exhibits/sponsorships.
b. Evaluate the pros/cons of the new model of exhibits/sponsorships.
c. Create new sponsorship opportunities for the hybrid event model.

Click here for a sneak peak of Jennifer’s session!

Breakout 2: Designing Meetings Using Post-Pandemic Protocols: Tools You Need to Design a Safe Meeting

We’re back and open for business! These are the words our industry has been waiting to hear for more than a year and a half.  While we are happy to see the industry bouncing back, we have been put on notice that things can change in an instant. We must not return to normal, but embrace the new normal. We have a duty to keep our attendees, visitors, colleagues, and communities safe. The question is how to do it with all the rules, guidelines, statues, mandates, or lack thereof, that we must factor into every facet of our meetings. How do we know which rules to follow? Should we follow some and ignore others? What are the consequences if we get it “wrong”? This session will provide practical steps in determining what guidelines and regulations govern meetings – capacity and spacing issues, vaccination protocols, travel restrictions – and how to arm yourself with the most up to date information.

Breakout 3: Legal Considerations for the Future of Meetings with Nisha Thakker, Esq., Counsel of Tenenbaum Law Group PLLC

Let’s lean on legal to help provide some event guardrails as we explore what organizations should be aware of when contracting, marketing, and executing events in this new now.

3:45–4:30 PM:        Breakouts

*The breakouts will repeat so you will be able to attend at least 2 different breakout topics.

4:45–5:45 PM:        Closing Panel: Tale of Three Meetings

With many people starting to have in-person/hybrid meetings in the fall, there are many questions and concerns about the design of the meeting. How does one hold a meeting safely? Do you still social distance? With CDC and state guidelines changing what feels like daily, do you keep updating your organizations’ plans or stick with one plan?

Meetings are moving forward, and Ashton, Rebecca, Annette, and Greg will close out our day, discussing how each has planned their in-person and hybrid meetings successfully through all the changes. You will hear how each planned a meeting at different times during spring and summer and how they adapted to the rules and regulations. Knowing every organization is different, this session will give you a few ideas on how you can blend to create the best meeting possible for your organization.

Ashton Hald – Sr. Meeting Manager, Association Headquarters
Rebecca Kane – Meetings Manager, US Grains Council
Annette Suriani – Business Events Strategist, AMS Meeting Solutions

Greg Morris – Director of Meetings, Destinations International

5:45–7:00 PM:        Reception


This event is eligible for 4.5 CE credits.

All Access Passholders: This event is included in your pass. Please contact capital@pcma.org if you have not received your discount code.
*To attend in person, there will be an additional $15 fee.

The student rate to attend this event is normally $5, but we are currently offering a limited number of student scholarships to attend this event for free!  Please contact capital@pcma.org for additional information.

Registration closes August 9th at 5pm!

Meet the Speakers:

Justin Boone
Founder, Untitled Future

Jennifer Kerhin
CEO, Sponsorship Boost


Thank You to Our Sponsors!

Venue Sponsor


Platform Sponsor


Speaker Sponsor


Gold Sponsor


Bronze Sponsor





August 11
12:30 pm - 7:00 pm
Event Categories:
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MGM National Harbor
101 MGM National Avenue
Forest Heights, MD 20745 United States


PCMA Capital Chapter
capitalpcmaorgQ3 Spark: ArchiTECH: Determine, Design, Digitize