Industry Veterans to Host Pop-Up Food Drive for Las Vegas Event Workers

February 5, 2021

If there’s one thing that the live events industry has continued to demonstrate over the course of its history, it’s an open-hearted willingness to help its own, particularly in times of crisis. COVID-19 has presented yet another opportunity to do just that. 

Since the Las Vegas trade show industry came to a halt last March, many trade show and event workers have remained out of work and in urgent need of help, including with basics such as food. A concerned group of trade show industry companies, including the Experiential Designers and Producers Association (EDPA) Las Vegas Chapter; Metro Multimedia; Freeman; Get Fresh; Messe Dusseldorf North America, Teamsters Local 631; Three Square food bank and MAD Event Management have joined forces to answer that call.

On Feb. 13, the group will host the Las Vegas Live Events Industry Food Drive from 9 a.m. – 4 p.m. Designed “for trade show and event industry people by trade show and event industry people,” it will distribute free boxes of assorted food items for trade show and event workers experiencing food insecurity due to COVID-19-related job layoffs. 

“Our EDPA chapter is well-versed in the importance of food security with our annual food drive, and we are extremely grateful for the opportunity to partner with other generous people in live events to help our industry family here in Las Vegas,” said Jen LaBruzz, chapter president of EDPA Las Vegas. “It’s about being able to show some love for those in our industry and say, ‘We haven’t forgotten about you.’”  

According to the U.S. Bureau of Labor Statistics, the Las Vegas-Henderson metro area has the unfortunate distinction of harboring one of the highest unemployment rates in the country, at 11.5% as of January 2021. 

Those interested in receiving donations are asked to confidentially reserve their spot for curbside pick-up by registering here, after which a Las Vegas pick-up location will be provided.

Individuals must be prepared to show their ESCA or union badge, or industry business card upon picking up their food box. 

According to Martha Donato, founder and president of MAD Event Management, the seed for this altruistic effort was planted last spring, when a group of industry veterans across all disciplines and segments started getting together to discuss ways to restart trade shows and events. 

Recently, several members of the group expressed a desire to help industry members undergoing difficult times. 

“We’ve been working with people from every corner of the event sector and know that the suffering from lack of work is significant,” Donato said.  

This desire to assist led to a food drive that collected canned goods, nonperishable food items and fundraising efforts that resulted in more than $5,000 to purchase additional foodstuffs for industry members in need.  

“We took up a collection during our regular industry-update calls, and that was the start of this effort,” Donato explained. “There’s so much more that needs to be done, but it only takes a spark to get a fire going. We’re hoping to bring awareness and action to the thousands who are unemployed in the event industry.”

If you’d like to help this life-saving effort, you can donate money to help purchase additional food items here. The Las Vegas EDPA Chapter is a 501(c)3 organization, so donations are eligible for charitable deductions. If you are in the Las Vegas area, you can help pack food boxes on Friday, Feb. 12, at 2 p.m. Reach out to Martha Donato at m.donato@madeventmanagement.com.

 

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Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.