CEMA Newsletter: February 2025
A Vision for the Future: A Message from Our New Advisory Board Chair
Gary Murakami, CMP-Fellow, CMM, DES
Chair, CEMA Advisory Board
Dear CEMA Community,
It is with great pride and an optimistic shared vision for our future that I step into the role of Advisory Board Chair for CEMA. Our organization stands at an exciting juncture, where momentum and opportunity converge. Over the past few years, we have navigated transformative changes, and the continued enthusiasm, passion, and engagement of our members inspire confidence in what lies ahead. I would like to personally acknowledge Amy Walter, who moves into the role of CEMA Past Chair, for her service and dedication during her tenure last year. Her contributions have helped guide the organization through important transitions, and we are well-positioned to build on that foundation to achieve even greater success.
Looking towards our future, our focus remains steadfast: driving the event marketing industry forward while fostering meaningful connections and opportunities. This year, we are committed to creating even more avenues for increased peer-to-peer engagement, learning, and collaboration. Through initiatives such as our successful Study Tours, Connects, Regional Dinners, and, of course, our signature CEMA Summit, we will ensure our members and our broader industry community have access to critical, relevant education and experiences. Innovation will be at the forefront for our Advisory Board, as we explore with CEMA leadership, under the incredible leadership of Brian Mason, VP of Strategy & Operations, new ways to enhance our offerings and deliver unparalleled value to our members, empowering them to grow both professionally and personally.
The strength of CEMA lies in the shared learning, collaboration, and connections fostered within the event marketing community. This collective energy drives innovation and progress, while the partnership between event marketers and industry partners remains a vital facet of our success.
Serving as your Chair this year is an honor, and I am deeply committed to collaborating with the talented thought leaders of the Advisory Board to address the evolving needs of our vibrant community. Together, we will strive to build a stronger, more inclusive network that supports and celebrates the remarkable work being done in event marketing. I invite each of you to join us on this exciting journey, as we embrace change, champion progress, and work collectively to shape the future of our industry. Here’s to a year of innovation, connection, and shared success!
With gratitude and optimism,
Gary Murakami, CMP-Fellow, CMM, DES
Chair, CEMA Advisory Board
Community
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Member Spotlight: Lauren Cowan
This month, we caught up with CEMA member Lauren Cowan (Field Marketing Manager, Circle Internet Financial, LLC). Read on to hear all about her career journey, her first CEMA Summit, and how she’s tackling motherhood as a working professional.
Can you tell us a bit about your background and how you got involved with CEMA?
I’ve spent my entire career in events—it’s something I sort of fell into! I studied accounting in college, but I quickly realized it wasn’t the right fit for me. I still earned my degree (does anyone else love spreadsheets?!), but I was drawn to the fast-paced, creative, and strategic world of events. Currently, I work in Global Field Marketing at Circle, the creator of USDC, where I focus on creating impactful event experiences that connect our brand with our target audience, generating revenue and pipeline. CEMA came into the picture as I sought a space to connect with other event marketing professionals, share ideas, and learn from the best in the industry. It’s been an invaluable resource for building relationships and staying ahead of trends in the ever-evolving events landscape. My membership has helped me to be even better and more thoughtful in my work and connected me with the most amazing people.
Can you share a memorable way that being a CEMA member has expanded your network or created new professional opportunities?
Attending my first CEMA Summit in 2024 was a game-changer for me. It was such an insightful experience, not just for me but for my entire team. The biggest impact has been on my network—before joining CEMA, I hadn’t met too many event marketers. However, after Summit, my network exploded, it’s been amazing to see! I’ve built meaningful relationships with industry peers, connected with mentors, and gained fresh perspectives that have helped me grow both personally and professionally. I truly believe that joining CEMA has changed the trajectory of my career, and I am so excited to continue to grow with the organization.
What are you currently learning about (either professionally or personally)?
Professionally, like many others, I’ve been exploring how AI can enhance efficiency in event marketing. From streamlining workflows to personalizing attendee experiences, AI is opening so many possibilities in our industry. I’m excited to continue learning how to use it strategically to become even more efficient in my work.
Personally, as a wife and mom to an 18-month-old, I’m navigating the balance of career and motherhood. I’ve learned that prioritizing self-care isn’t selfish—it’s essential. It allows me to show up fully in every role I play.
What are you most passionate about outside of work?
Motherhood has been a transformative journey for me, and I’m passionate about encouraging other moms that they can thrive both personally and professionally. It’s easy to lose yourself in the demands of work and parenting, but I believe it’s important to keep pouring into yourself—whether that’s through personal growth, hobbies, or simply making time for what fills your cup. I’m on a journey to continue to figure out what this looks like for myself!
What is the best piece of advice someone has given you?
One of the best pieces of advice I’ve received is: Embracing who you are is the first step toward success. We all have unique passions and strengths, and when we lean into them, not only do we find fulfillment, but we also make a meaningful impact on those around us. I’ve learned to lean into my passions because that’s where my superpower lies—being an event marketer has proven that true!
As an industry leader, what challenges do you see on the horizon for the events industry, and how can event professionals collaborate to turn those challenges into opportunities?
With rising costs and tighter budgets in 2025, we will need to be more strategic about how we create value. While large-scale tradeshows and conferences have long been a staple of the industry, I have been seeing a shift toward more curated, high-touch experiences that prioritize personalization and meaningful engagement. Attendees are looking for events that feel tailored to their needs—offering deeper connections, exclusive content, and hands-on experiences. My event strategy for 2025 includes a lot more of these types of events. Additionally, with any change, leveraging data-driven storytelling will be key to demonstrating ROI on our events to our stakeholders.
Lauren Cowan works in Global Field Marketing at Circle, the issuer of USDC. She leads the development and execution of strategic event programs, integrating first- and third-party initiatives to drive business growth, strengthen brand awareness, and support sales objectives. She has a decade of experience in event management across tech and non-profit sectors. Lauren has a proven track record of designing high-impact event strategies that drive audience engagement and deliver measurable results. Outside of work, she is a wife, mother to an 18-month-old daughter, and devoted dog mom to Onyx in Houston, TX. Lauren is passionate about creating meaningful experiences both professionally and personally. She thrives at the intersection of strategy, creativity, and human connection. Lauren holds a Master of Arts from Moody Theological Seminary and a Bachelor of Business in Accounting from Texas A&M University.
Breaking Bread, Building Connections: Insights from a CEMA Regional Dinner
By Heather Schneider CMM, CMP, DES | Global Director, Events + Experiences, Celonis; CEMA Advisory Board Member at Large
Connecting Over Dinner
During my attendance at PCMA’s Convening Leaders conference in January, I had the pleasure of attending a CEMA Regional Dinner at The Bungalow in Houston, TX. This intimate event, hosted in a beautifully curated private space, brought together roughly 20 professionals from a variety of industries, including software, technology, retail/consumer products, associations, and marketing agencies. What set this dinner apart wasn’t just the food—it was the opportunity to share meaningful, moderated conversations around the challenges we face as event marketers.
Why Dinners Like This Are Essential for Event Professionals
As event marketers, we often operate in silos, navigating similar obstacles but rarely sharing solutions. This dinner shattered that dynamic by creating a safe, open forum for collaboration. Despite the diversity of industries represented, it became clear that many of our challenges are universal. From audience engagement to ROI measurement and the evolving role of technology, the shared experiences around the table reminded me how valuable it is to connect beyond our immediate networks.
Sponsors Who Get It
A huge thank-you to InGo and Sessionboard for sponsoring this event and creating an environment that fostered meaningful conversation. Their commitment to supporting event professionals shines through, and it’s clear they understand the importance of building connections—not just between people, but also within the broader event ecosystem.
Closing Thoughts
The Regional Dinner was more than a networking opportunity; it was a reminder of the power of coming together to share challenges, solutions, and ideas. There is so much we can learn from one another when we literally come to the table! As event marketers, it’s easy to get lost in the hustle of planning and execution. This dinner was a timely reminder that sometimes the best strategy is to pause, connect, and lean on your peers for support and inspiration.
If you’re considering attending a similar gathering, I can’t recommend it enough. It’s not just dinner—it’s an investment in your growth as an event professional.
Savannah: A Southern Fusion of Charm and Effortless Event Planning
Attention event planners: it’s time to experience Savannah’s captivating allure. Our city’s beauty sets us apart, but it’s our ability to go beyond the surface that truly makes us special. Expect seamless arrivals, luxurious accommodations, award-winning dining and unforgettable adventures.
Savannah is easily accessible, just 15 miles from the Savannah/Hilton Head International Airport with over 30+ non-stop flights from major airlines. The city is walkable and well-served by public transportation, with the Visit Savannah team ready to assist with off-site excursions. The Savannah Convention Center has doubled in size, offering waterfront views and features a 200,000-sq.-ft. exhibit hall, a 40,000-sq.-ft. ballroom to complement to existing 25,000 sq. ft. ballroom, a 376-seat auditorium and 32 customizable breakout rooms.
Tranquility awaits in Savannah’s historic district at Hotel Bardo, a glorious urban resort that combines elegance, Italian charm, modern comforts and Southern hospitality. Meanwhile, The Recess Hotel is coming to Savannah, adding a luxurious new option to the city’s hospitality scene. Owned by Left Lane Development, this upscale property will open its doors in 2026.
Savor Savannah’s culinary delights at The Grey, a restaurant in a restored Greyhound bus terminal — led by James Beard award-winning Chef Mashama Bailey; you’ll enjoy innovative Southern cuisine with historic charm and modern elegance. For French-inspired dishes, head to The Emporium Kitchen & Wine Market at Perry Lane Hotel, helmed by Executive Chef Daniel Herget. For an exquisite dining experience, try Chef Brandon Carter and Joseph Harrison’s fresh locally sourced menu at Common Thread.
Experience Savannah’s rich history, stunning scenery and vibrant culture. Discover charming squares, iconic landmarks, museums, African American history, galleries, live music and impressive architecture. Our expert sales team can organize your meeting or convention and ensure every detail is taken care of. Trust the Visit Savannah team to make your visit unforgettable.
UPCOMING EVENTS
March 13 | 3 – 4p EDT
CEMA Connects: Adapting to Scarcity & Inflation in 2025 Event Planning
Join industry expert Michael Dominguez, President & CEO of ALHI Luxury Global, as he breaks down the complexities of our current market.
Register here »
March 27 | 12p EDT
CEMA Q1 Town Hall
CEMA’s Advisory Board and VP Brian Mason will reflect on the highlights of 2024 and look ahead to what’s in store for 2025.
Register here »
March 24 – Boston | March 26 – NYC
CEMA SparkLab
Supercharge your event strategy, planning, and analysis with the only AI tool developed by and for events professionals! Our hands-on workshops include a team challenges and a networking happy hour.
Register here for Boston »
Register here for New York City »
April 8-10 | Anaheim, CA
CEMA Study Tour: Atlassian Team ’25
Get an exclusive look at the inner workings of Atlassian’s Team ’25, designed to redefine what’s possible when great teams and transformative technology come together.
Register here »
May 5-6 | Las Vegas, NV
CEMA Study Tour: ServiceNow Knowledge 2025
Spark fresh ideas with deep dives into data unification, workflow optimization, and how AI agents can revolutionize your events
Apply here »
July 27th – July 29th
Save the Date: CEMA Summit 2025
Be the first to know when CEMA Summit registration opens in April! Sign up here for exclusive early access to event updates.
Learning
CEMA Summt 2025 – Call for Proposals Now Open
Join us for CEMA Summit 2025, a milestone event celebrating its 35th anniversary. This year’s event promises to be exceptional, featuring the theme: Foundation of Success.
We are now accepting proposals for insightful sessions on team development, event strategy, brand building, and career growth. Whether you’re starting your career in event marketing or advancing to an executive role, we welcome submissions that cater to all experience levels.
Click below to sign in or create a free account, submit your session, and help shape the future of event marketing.
Submissions must be received by March 7, 2025.
Adapting to Scarcity and Inflation in 2025 Event Planning
Navigating sky-high hotel demand and inflation? Join industry expert Michael Dominguez, president & CEO of ALHI Luxury Global, for a game-changing session on event planning in today’s market. Discover how the “Decade of Sports” impacts city availability, learn budget-stretching tactics, and gain insights on communicating shifts to stakeholders.
Explore Cultural Complexities in Global Events
Our January CEMA Connects recording is live. Watch now to sharpen your global event planning skills!
Thanks again to our sponsor, Dubai Business Events
What will you learn next with your CEMA member benefits?
PCMA ELI’s annual subscriptions are included in your CEMA membership and grant you unlimited access to their library digital resources. You can also take advantage of a 20% discount on all certificate courses, including:
- Event DEI Strategist starting next Tuesday, February 18. Register »
- Enhancing Events with AI starting Monday, February 24. Register »
- CMP Exam Prep starting Monday, March 10. Register here or take it on demand.
- Event Measurement & Analytics starting Tuesday, March 18. Register »
- Digital Events Strategist Certification available on demand.
Innovation Nation
You can’t market your events like you used to. InGo is the only platform built for event marketers, like you, to cut through the noise, deliver personalized engagement at scale, provide data-driven insights, and grow your events.
Vegas Means Business
Las Vegas didn’t become the top global meeting destination by accepting the status quo. Average just isn’t invited here. In the world’s premier meeting and convention destination, it takes vision, innovation and imagination to move business forward. The destination has more unique meeting venues that inspire; more space to accommodate any group of any size; and the most complete, flexible and extensive facilities and services.