Shana Davison, CMP
ASPIRE Event Management
Founder & Managing Director
Ankeny, Iowa
shana@aspireeventmanagement.com
Types of meetings and events: Conferences, incentive trips, grand openings, customer-appreciation celebrations
Average number of attendees: 800 for conferences
Describe your current position.
As the founder and managing director of ASPIRE Event Management, I wear a lot of hats—and I love it! My main focus is helping businesses plan and execute unforgettable corporate events, from concept to execution. Whether it is a high-energy product launch, a seamless conference, or a teambuilding retreat, I oversee every detail, ensuring the experience meets and exceeds expectations. I manage client relationships, negotiate with vendors, coordinate logistics, and lead my team to bring each event to life. It is all about creating experiences that leave a lasting impression while ensuring everything runs smoothly behind the scenes.
How did you get started in the meetings and events industry, and how did your experience lead to your current position?
I started in the meetings and events industry more than 20 years ago, and it has been an incredible journey. I was recruited by my peers to help plan our company outing and quickly realized how much I enjoyed bringing people together and creating experiences that matter. During my time working with associations, I gained valuable experience planning a wide range of events, from golf outings to conferences and trade shows. This role taught me how to navigate complex logistics, work within tight budgets, and meet high expectations.
Each event taught me something new, from the importance of detailed planning to the art of supplier negotiation. Over time, I developed a passion for crafting events that deliver real value for businesses, whether boosting team morale, building client relationships, or showcasing products in a way that leaves a lasting impact. My experience and drive to take creative risks and push the boundaries led me to launch ASPIRE Event Management.
What skills do you think are essential for planning successful meetings and events?
Organization is key—managing timelines, budgets, and countless details efficiently. Strong communication skills ensure everyone is aligned and informed, from clients to suppliers. Problem-solving and adaptability help when unexpected challenges arise. Attention to detail ensures nothing is overlooked, while creativity brings the event to life in a memorable way. Lastly, building relationships is essential to collaborate effectively with teams and partners to create a seamless and impactful experience for attendees.
What is your philosophy or approach to challenges and unexpected issues?
When managing events, my approach to challenges and unexpected issues is rooted in staying calm, adaptable, and proactive. I believe in preparing extensively with contingency plans but also embrace the reality that unforeseen situations are part of the event landscape. When something unexpected happens, I view it as an opportunity to problem-solve creatively, stay solution-focused, and collaborate with my team and partners to address the issue quickly. My goal is to maintain a positive experience for clients and attendees, ensuring disruptions are minimal and handled efficiently.
How do you keep up with industry trends, changes, and cutting-edge developments?
I stay connected by attending events, conferences, and webinars focusing on the latest innovations and best practices. I enjoy networking with professionals, exchanging ideas, and learning from others. I also follow influential event-planning publications, subscribe to newsletters, and stay active in online communities and social media groups. Additionally, I love exploring new technologies like event apps and virtual platforms, which help me continuously adapt and incorporate cutting-edge tools into my planning process to enhance the attendee experience.
What do you enjoy most about your job?
Seeing all the planning and collaboration come together in a successful event is deeply rewarding, especially knowing it helps my clients achieve their goals. Each event brings unique challenges, and I love using creativity and problem-solving to make every detail count. Meeting new people, building relationships, and creating experiences that leave a lasting impression keep me passionate about what I do.
How would you describe your most significant professional success?
One of my biggest professional successes has been founding and growing my event-management company, ASPIRE Event Management. What began as an entrepreneurial vision has evolved into a thriving business, allowing me to create jobs and mentor the next generation of event professionals by sharing my expertise.
Please share an anecdote about how you handled a meeting or event that did not go asplanned.
During a beachside dinner event, we faced unexpected rain halfway through the meal. While the forecast had been clear, the clouds suddenly rolled in. Rather than letting it dampen the evening, we quickly moved the guests under a covered pavilion nearby, waited for the showers to pass, and moved the event inside the ballroom. To keep the mood light, we announced the weather would not dampen our spirits and jump-started the karaoke dance party, transforming what could have been a disaster into a fun, unforgettable experience.
What is the best professional advice you ever received?
The best professional advice I ever received was to “know your worth.” Belonging to an industry that is not consistently recognized for the value it brings can be difficult. Educating others on the critical difference between hiring an experienced event professional, like me, and relying on an internal team with limited event experience has become my mission. By knowing my worth, I have approached projects and negotiations with confidence, ensuring I advocate for what I deserve. This advice has stuck with me because it is personal—it is about understanding who I am and what I contribute, which helps build authentic relationships and fuels long-term success.
What advice would you offer others in the industry?
My advice to others in the meetings and events industry is to always prioritize relationships—with clients, suppliers, and attendees. Build trust by listening to their needs and providing personalized solutions. Stay adaptable, as the industry is ever-changing with new technologies and trends. Do not shy away from challenges; they often lead to the most creative solutions. Lastly, embrace continuous learning. Whether it is event technology or sustainability practices, keeping up with new ideas will keep you ahead of the curve.
