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Sr Business Development Director
Freeman
With over 20 years of experience in strategic development and more than a decade dedicated to the events industry, Lisa brings deep expertise in crafting impactful, scalable event solutions. At Freeman, she leads strategic business development efforts, helping clients align their event strategy with their broader business goals.
Lisa has played a key role in delivering major events such as the NATO Summit, NFL Draft, ESRI, AfroTech, Stripe, and Forrester Research, along with numerous association-driven programs. Her recent focus has centered on the intersection of digital innovation and AV strategy, guiding clients through some of Freeman’s most complex integrated event environments.
A passionate advocate for the power of live experiences, Lisa blends technical knowledge with a client-first approach. She’s also been a guest lecturer at Roosevelt University and formerly served as Co-Chair for MPI, consistently giving back to the industry that has shaped her career.
Based in the Chicago suburbs, Lisa enjoys life with her husband and two children and spends her free time coaching youth softball.
Date
In the high-stakes world of live event production, every detail matters—and the right strategy can make all the difference. More event professionals are turning to a single-source approach for production partnerships, transforming enterprise solutions across the industry.
Gain clarity as Lisa outlines the objectives, benefits and risks of consolidating under one capable, comprehensive vendor. Then, hear from Courtney and Sandra as they share how they built a strong partnership, what prompted their decision, and the results that reshaped their ROI. Wrap up with a guided exercise to explore your own challenges and decide whether this approach is right for you. From eliminating vendor finger-pointing and streamlining pre-production to achieving creative integration and faster execution, this is a practical roadmap for managing live events with confidence.
Learning outcomes:
Why fewer vendors can mean better execution
Get insight into the transition to a single-source vendor
Discover wins including faster setup times, reduced surprises and streamlined budgets
This session is approved for the following certifications.
* ICCA Skills Domain CICS/CICE: Module 2: Bidding for Conventions, 1.0 credits
* CSEP Approved