Brian Ferrell, CMP, DMCP
Founder & CEO, factor 110
Oklahoma City, Okla.
Types of meetings and events: Annual association conferences, corporate summits, and retreats; grand openings, ribbon cuttings, groundbreakings, and signature community events; large-scale city events, festivals, and marathons; trade shows, student leadership conferences, general session productions, nonprofit galas, banquets, and fundraisers; custom experiences, tours, and destination management services
Average number of attendees: 300-4,000, depending on the event
Describe your current position.
I am the founder and CEO of factor 110, the region’s leader in event and destination management and the first and only destination management company in Oklahoma. My role encompasses supporting our team through the sales and design phases of each project and ensuring the successful implementation of events, meetings, and conferences. I engage with every element, from site selection to executing programs with tight timelines.
As a serial entrepreneur in the hospitality industry, I own four companies dedicated to supporting event, meeting, and destination management in Oklahoma and nationwide: factor 110, Destination Oklahoma, 110 events, and Blue Circle Productions.
How did you get started in the meetings and events industry, and how did your experience lead to your current position?
I first entered the world of events in high school, organizing a district Future Business Leaders of America (FBLA) conference. Managing everything from the event layout to scripting sparked my passion for meetings and events. Working at a bridal and tuxedo company, I gained experience coordinating bridal fairs and runway shows across various cities and eventually organized one on my college campus.
After college, I joined an audiovisual production company, where I coordinated logistics, scripting, and stage management for live event productions, earning my Certified Meeting Professional (CMP) designation along the way. Later, I worked in event décor and design before founding my own company in 2006.
What skills do you think are essential for planning successful meetings and events?
An unwavering focus on detail and creativity is essential in planning exceptional meetings and events. Details transform an event from ordinary to unforgettable, and creative solutions ensure we can meet client needs with ingenuity and adaptability.
What is your philosophy or approach to challenges and unexpected issues?
Expect the unexpected. I am always thinking through potential solutions, so when an issue arises, I am prepared to handle it effectively. Having contingency plans is key, whether managing risk, preparing for emergencies, or ensuring vendor reliability. As planners, we are equipped to handle anything.
How do you keep up with industry trends, changes, and cutting-edge developments?
Staying involved is crucial. I stay updated by reading industry publications, attending conferences, and exploring trade shows. Learning never stops in this field.
What do you enjoy most about your job?
I love that each day is different, and every event, meeting, or conference is unique. I am constantly challenged to be my best, and I thrive in an environment that lets me express my entrepreneurial spirit while using my creative skills to design solutions, décor, and experiences.
How would you describe your most significant professional success?
My most significant professional success has been the opportunity to give back to the industry. I serve in various organizations, including the Association of Destination Management Executives International (ADMEI) and the Oklahoma Travel Industry Association, and as an advisory board member at Oklahoma State University’s School of Hospitality and Tourism Management. Through these roles, I mentor students, serve on committees, and actively contribute to ADMEI’s certification and accreditation board.
In 2003, factor 110 established the One Ten Legacy Fund, which has since granted more than $100,000 to nonprofits focused on hospitality, entrepreneurship, and leadership development in young people. This fund will continue serving these initiatives for generations to come.
Please share an anecdote about how you handled a meeting or event that did not go as planned:
In any live event, the potential for unexpected issues is always there, but experience teaches you to pivot gracefully. One particularly memorable moment occurred during a major conference we meticulously planned down to the finest details. Just as the student leaders took the stage for their opening remarks, the sound system failed, leaving the room without audio at a crucial moment.
With an entire room of attendees eagerly awaiting the start, every second without sound could have been uncomfortable for the audience and students on stage. However, to my surprise, the audience spontaneously filled the silence with enthusiastic cheers and chants, creating an energy that quickly transformed what could have been a setback into a highlight.
Our team quickly reset the power and restarted the program from the top, running the voiceovers as intended. Then, something special happened: The audience’s enthusiasm, sparked by that brief moment of improvisation, continued throughout the entire show. That initial unexpected moment created a unique energy and elevated the experience for everyone.
This experience reinforced a valuable lesson for me as an event professional: Sometimes, the best moments emerge from the unplanned. By remaining calm, being ready to adapt, and welcoming the audience’s natural response, we turned a technical glitch into a memorable, energizing kickoff that left a lasting impression.
What is the best professional advice you ever received?
My high school English teacher once said, “There is no such thing as a perfect paper.” This idea has stayed with me, reminding me there is always room for improvement. It drives me to continuously refine and enhance everything I do, never settling for less than excellence.
What advice would you offer others in the industry?
Do not stay on the sidelines—get involved. Serve on a committee or board, speak to classes, and seek opportunities to elevate our industry. Meetings matter, and it is our responsibility to advocate for an industry playing such a vital role in connecting people.
Surround yourself with those who challenge you to be your best. Clients, partners, and vendors are our biggest cheerleaders, and our advisors—bankers, insurance agents, CPAs, coaches, attorneys—are instrumental in guiding our success. Find people who inspire, support, and push you to greatness.
