Gina Lawrence – NAACP

Gina Lawrence

Vice President, Event Services NAACP

Washington, D.C.

Describe your job.

I am the lead in planning and execution of large-scale events, such as the NAACP National Convention, as well as board meetings, trainings, galas, dinners, staff retreats, and activities for the NAACP Image Awards. These events range in attendance from 10 to 10,000 people, the largest being our national convention that is a seven-day event featuring more than 100 different events and activities. These might include plenaries, workshops, receptions, a closing gala, and an exhibit hall. Given my role, I am in the unique position of using my expertise in event planning, project management, and vendor management, and I’m getting to do what I love daily.

What made you choose the meetings and events industry?

This sounds cliché, but truly, I believe the industry chose me! I’ve always been a planner and a very Type-A personality. So, becoming an event planner aligned well with my natural gifts. But what I truly enjoy about the meetings and events industry is the hospitality aspect. I am embraced, nurtured, and supported, and I am able to extend that feeling to others. The ability to put smiles on faces is a gift like no other.

How did you get started and what got you from there to today?

I started in hospitality at a hotel and restaurant in Washington, D.C., as the executive assistant to the general manager. Throughout our engagements, the general manager noticed my organizational abilities and began to increase my role by assigning me to manage larger-scale projects. One of those was serving as project manager for the opening of a new restaurant; some of my tasks included managing the budget, processing invoices, ordering supplies, and designing the menus. Success in this role eventually led me to working on events and activations for the venue. Through these experiences, I realized that I enjoyed event planning, and I have continued to pursue this path throughout my career journey.

How do you keep up with industry trends, changes, and cutting-edge developments?

I keep up with industry trends, changes, and cutting-edge developments by regularly attending industry seminars and trade shows and, of course, networking with my peers.

What essential skills should every industry professional possess?

There are three essential skills I feel every industry professional should possess: patience, flexibility, and creativity. Possessing these skills has allowed me to handle everything and anything that has been thrown my way in the ever-moving and ever-changing world of event planning

What is the philosophy or approach to work that gets you through stressful times?

I remember to remind myself that there is always a light at the end of the tunnel. No matter how stressful things might be at that moment, I know eventually things will calm down and the stress will lessen. Go forward. It always gets better, and eventually, you’ll receive the reward of seeing your hard efforts come to fruition.

What is the best professional advice you ever received, and what advice do you have for others in the industry?

The best professional advice I received was ‘focus on your strengths, and delegate your weaknesses.’ Understanding that it takes a team to get it done has really helped with efficiency and productivity. My advice for others in the industry is to never stop learning and growing. If you want to be successful, you need to be adaptable and willing to learn new things.

Describe your biggest professional success.

I have to say it was pivoting during the COVID lockdown and producing the first-ever virtual convention for my organization. While the lockdown had its difficulties and challenges, it provided me with some great lessons and successes. It was decided that we would do the virtual convention in two parts, and this turned out to be a blessing in disguise because we soon realized that the first company we used was not a good fit. Because of this, we were able to make changes and have a more successful second half. While we did have to push back the second half of the convention slightly in order to find another company, we had an improved understanding of knowing exactly what we needed. It was a success, and this effort received two 2021 PRO Awards: Gold Winner for Best Diversity Campaign and Silver Winner for Best Virtual Event or Experience.

Share an anecdote about a meeting or event that did not go as planned (something funny or odd) and how you handled it.

I was planning an event that required feathers in the décor. When the feathers arrived, they were not the right color. So, unfortunately, they could not be used, and it was too late to reorder. This is where most would panic, but I did not. In events, you should always stand ready to pivot and work another plan to get the desired outcome; so, that is exactly what I did. The relationships I’ve built over the years in the industry came to the rescue. I reached out to a contact who was able to provide me with a very nice last-minute solution that pleased my client. This experience taught me a very valuable lesson about the importance of relationships and also about always having a plan B.

What is the best part of your job?

I get to see the evidence of my work in real-time. I am able to see things I want to improve or do differently in the future. And I’m also able to see the results of my successful efforts in the joy and smiles of attendees.

What do you like to do in your free time?

I am all about having wonderful and memorable experiences. I like to try new places to eat, such as fusion restaurants or places with food I wouldn’t try to cook at home. When I am traveling, I love to build a list of restaurants to try in the various cities I visit. I also use my free time to explore; that could be traveling for leisure or going for a walk and taking in nature. I also enjoy cooking. I am able to show my love through food, and, yes, I believe the love can be tasted.