By Mark Hebert, Exhibit City News
Had this book been published just a few months earlier, it would have easily earned a place on Exhibit City News’ 30th Anniversary Training & Education Editor’s Bookshelf. But it will certainly be included in ECN’s 35th-anniversary edition, cementing its place as a must-read for industry professionals. Inside Live Events is a practical, strategic guide to planning and executing live experiences—whether you’re a seasoned professional or new to the industry.
A Framework for Success
The book is structured around four essential phases that shape the live event process:
- Get Started – Define goals, audience expectations, and the event’s purpose.
- Design – Develop an experience that resonates with attendees.
- Build – Execute the plan with precision and adaptability.
- Review – Evaluate performance, analyze lessons learned, and apply improvements.
The authors stress that successful events don’t just happen—they are designed, refined, and continuously improved. They emphasize that the industry’s focus must shift toward creating meaningful moments rather than just managing logistics.
A Fresh Take on Industry Terminology
One of the book’s key messages is rethinking how we communicate with attendees. Instead of directing them to a general session or tradeshow floor, the authors suggest using more engaging language like inspirational session, solution discovery, or interactive learning. The idea is to create attendee-first experiences where participation feels personal, rather than generic.
They also challenge event professionals to prioritize engagement over format. In a world where attendees already know if they’ll be in-person or remote, labels like virtual and hybrid are less important than delivering an experience that matters.
Shifting the Attendee Mindset
One of the strongest takeaways from the book is that attendees come for the experience, not the logistics. As the authors put it, “We invite people into our circus tent—they come to see the trapeze artist, not the rigging.” This perspective challenges event professionals to focus on the moments that create impact—content, connections, and the overall atmosphere.
The book also highlights the changing expectations of attendees. People no longer want to passively observe; they seek interactive, immersive environments where they can connect, learn, and engage.
About the Authors
Bob Priest-Heck built his career at the intersection of hospitality, technology, and live events. His expertise in event design and leadership led him to Freeman, where he became the company’s first non-family CEO.
Carrie Freeman Parsons represents the third generation of leadership at Freeman, a company founded by her grandfather in 1927. After working summers at Freeman, she joined full-time in 1985 and became chair of the company in 2019, continuing her family’s mission of transforming events into meaningful experiences.
Final Verdict: A Must-Read for Event Professionals
With an up-to-date glossary of exhibitor terminology and a strategic, experience-driven approach, Inside Live Events is an essential read for anyone in the exhibition and events space. Whether you’re refining your skills or just starting out, this book provides a roadmap for creating unforgettable experiences.
The authors leave readers with a simple but powerful challenge: “We have started this book in the hope that you will finish it.”
