Ashley York, building better events

Ashley York is director of event services for SMG, operator of the Greater Fort Lauderdale/Broward County Convention Center in Fort Lauderdale. York, who joined the SMG team in 2012, was most recently the center’s senior event manager. It’s a fast-paced job in a client-centric environment that not everyone is cut out for, says York. But York thrives on creating the best experiences possible for event organizers and guests, and likes the challenge of anticipating a client’s needs and exceeding their expectations, she says.

Why it’s important: I am part of the team that runs a 600,000-square-foot meeting, trade show and convention venue 365 days a year. In turn, this helps to drive our local economy. Events hosted at our venue bring thousands of visitors to Fort Lauderdale year-round. Event attendees and business travelers subsequently book thousands of room nights and flights, visit local arts and cultural attractions and spend money at restaurants and retail stores.

On the Job

What I do: I oversee our department, which consists of four event managers, our contracted security company, and an onsite concierge and EMT/First Aid response team. I work with a team of senior department heads in sales, marketing, food and beverage, operations and finance in order to ensure a well-coordinated team in sync for each event. My day can begin very early in the morning with team meetings and can continue until late at night with event receptions, dinners or other functions. At my desk, I work through event resumes and related logistics.

What’s new: From new methods of lighting and staging to how someone can make their grand entrance into a room, our clients are always bringing us innovative, fun and creative ways to make their events stand out.

Strategies

Professional development: Really began with my start at the 10,000-seat Littlejohn Coliseum at Clemson University. I learned so much and gained a great deal of real life experience by working hands-on with industry professionals. Through these experiences, I was connected with the International Association of Venue Managers, which has helped bring me unparalleled opportunities for networking and mentorship.

Industry wisdom: We learn just as much from our struggles as our successes.

ASHLEY YORK