Since the pace of change in the meetings and events industry seems to be stuck on overdrive, we wanted to spend some time with experts in the field who can share what they are seeing, trends coming up (and going away) and how attendees are reacting to all of it.
This is our fourth post in our “Ask the Experts” series. (Our previous discussion about custom technology solutions with Simon Tuck can be found here, event trends with Dane Lonchay here, and about creative assets and audience engagement with Kevin Wilson here.)
Our expert today is Kayla Scofield, Business Development Manager at Projection. In her role, she connects with convention centers to explore partnerships that align with both their needs and Projection’s strengths. Before joining Projection, Kayla served as Director of Partnerships at a venue managed by Oak View Group, where she worked closely with every department to ensure events ran seamlessly from start to finish in arenas and convention centers. In that role, she coordinated across multiple departments, gaining valuable experience in convention center operations and client relations.
Kayla knows first-hand what makes in-house AV unique and the challenges today’s general managers face as they look for the right partner. It’s more than technology; it’s about relationships, preparation, and being a true partner to both the facility and its clients.
Q: What are some unique aspects of representing an in-house AV and production partner at a convention center?
A: It comes down to relationships and accountability. As an in-house team, long-term success requires collaboration across departments, such as sales, operations, catering, and engineering. We become part of the facility’s culture and align with the priorities of its General Manager, sales team, and event management staff.
As a facility’s partner, we’re focused on the building’s reputation and long-term success. That means we think holistically about how we represent the facility, how we support every department, and how we deliver for every event. It’s about shared goals, not transactions.
Q: What does the onboarding process look like when Projection starts working with a new facility?
A: Our process is deliberate. First, we assess whether we’re the right partner through a detailed qualification process — not just whether we can win the RFP, but whether we’re a good cultural and operational fit.
Once we move forward, we prioritize clear communication, shared expectations, and transparency. We outline roles and responsibilities on both sides. Our Director of AV and on-site staff become an extension of the facility’s team; we are involved in sales meetings, operations discussions, and post-event reviews. This isn’t just AV execution; it’s a strategic partnership from day one.
Q: What are some of the common challenges convention centers and their event clients face with AV? How is Projection’s process unique in addressing them?
A: The pain points across facilities are pretty universal:
- AV teams that aren’t prepared for what might go wrong.
- Unprofessional teams that don’t reflect well on the facility.
- AV teams disconnected from the meetings team and broader facility.
Projection solves these through preparation, professionalism, and integration.
We plan for what might happen, not just what’s expected. For example, we have backup equipment we hope never to use and contingency plans for staffing. (We’ve even flown in staff from other properties and our national travel division at a moment’s notice when needed.) When problems arise, clients often never know because we’ve already handled it.
We don’t just show up for the event; we are part of the facility’s daily rhythm. We proactively communicate, we’re transparent about challenges, and we focus on solutions, not just problems.
(This unique process is universal across Projection; we take the same approach to serve as a long-term, strategic partner to our travel clients. It’s why we built our Partner Assessment Checklist.)
Q: What sets Projection apart from other AV vendors?
A: Our approach mirrors what facilities say they want in a true partner.
We believe success is shared. We hold ourselves accountable to a facility’s goals, not just AV deliverables. We participate in feedback loops, ask what’s working and what’s not, and share ideas to make things better. We align with the meetings team, the operations staff, and the facility’s leadership.
Communication is constant, not just when something breaks. And because we’re deeply embedded, we’re positioned to anticipate challenges and solve them proactively.
Q: How does Projection help elevate the event experience?
A: Creativity plays a big role. We take our clients’ vision and find ways to elevate it (both the facility and the clients that choose the venue for their meeting).
SPIE Primordial Light Opening Reception
Because we have teams in convention centers around the country and an entire department that travels with Projection clients, we share ideas and inspiration from events of all shapes and sizes. (For example, our teams are available to share strategies for personalizing event experiences for associations such as the American Academy of Pediatric Dentistry (AAPD) and the international society for optics and photonics (SPIE).)
We also take ownership so our clients don’t have to worry about what they don’t know. Most aren’t AV experts, nor should they have to be. We make sure they don’t have to think twice about that part of a client’s event. That peace of mind translates to a better experience for everyone.
More from “Ask the Experts”
[Part One] Talking Association Event Trends with Dane Lonchay
[Part Two] Talking Creative Event Assets and Audience Engagement with Kevin Wilson
[Part Three] Custom Technology Solutions for Events and Why They Matter with Simon Tuck