Lori Wulf
Deputy Director, Meetings, Association of the United States Army
lwulf@ausa.org
Number of events in 2025: 100+
Types of events: Trade shows and educational conferences
Average number of attendees in 2025: 55,000
What is your role associated with meetings and events?
I oversee a global portfolio of trade shows and events that educate, inform, and connect America’s Army. Our 2025 events included the
new flagship European trade show, LANDEURO, in Germany—
a bold step in expanding the association’s global footprint. Back home, despite a full government shutdown, the AUSA team delivered a seamless experience for more than 37,000 attendees in Washington, D.C., proving that excellence doesn’t pause for politics.
What skills do you think are essential for planning successful meetings and events?
Collaboration, organization, creativity, and the belief that everything can be figured out are at the heart of great event planning.
What is your philosophy or approach to challenges and unexpected issues?
Be bold and get to “yes.” One of the wildest meetings I helped to organize was the first trade show post-COVID at Walter E. Washington Convention Center. We were basically flying blind. Our team threw out every idea imaginable: social distancing with stickers, sanitation, ventilation, no food or drink, vaccine checks, livestream, everything—you name it.
Truthfully, I was terrified—we didn’t know if we’d fly or flop. To make it more intense, other teams came just to watch how we handled it.
But then 20,000 people showed up. It certainly wasn’t perfect, but it was the clearest proof that meetings matter—and supporting America’s warfighter is worth defending.
How do you keep up with industry trends, changes, and cutting-edge developments?
I stay current by attending other events, exploring industry websites, and drawing inspiration from the creative design strategies I see across the trade-show landscape. Whether an event is large or small, corporate or nonprofit, there’s always something to learn. Observing how others solve challenges or engage their audiences helps spark new ideas and keeps my approach fresh and forward-thinking.
What do you enjoy most about your job?
I love the creative and collaborative nature of planning events. Every project is a chance to think big, take risks, and try something new. On our team, we’re not afraid to throw spaghetti at the wall—when it sticks, the results are incredibly rewarding.
How would you describe your biggest professional success?
Leading my current team of event professionals. They are dedicated, creative, and collaborative; each brings unique strengths and always steps up to support one another. It’s the kind of team most leaders dream of, and I feel incredibly fortunate to work alongside them every day.
Please share an anecdote about a unique or unusual event that you organized.
When faced with a sold-out exhibit hall and the challenge of generating new revenue, our team boldly removed AUSA’s traditional 50×110-foot anchor booth and replaced it with a campus-style concept that strategically dispersed key organizational touchpoints—including membership, merchandise, leadership programs, podcasting zone, and educational resources—throughout the convention center. This innovative approach not only unlocked new engagement opportunities but also led to record-breaking sales and a more immersive, mission-connected attendee journey.
What is the best professional advice you ever received, and what advice would you offer others in the industry?
Lead with empathy, be accountable, and put others first. Empathy means recognizing that people are whole humans beyond their job titles—with strengths, struggles, and lives outside of work. Great leaders notice when support is needed, listen actively, and offer resources before being asked. Leadership is about knowing when to push, when to pause, and when to simply be present.
What do you hope to achieve or look forward to as you plan events in 2026?
My focus in 2026 is on approaching events with a sharper strategy and deeper audience alignment. I’m excited to explore how attendees want to engage in 2030 and beyond. My goal is to create experiences that feel built for the audience, not just around them. The future of meetings is transformative, and I’m ready to shape it with purpose, creativity, and connection.
