From Classroom to Career: Event Education That Works with Carrie Davenport and Candace Fitch

12/23/24 • 32 min

The event industry is vast, dynamic, and often misunderstood—but it’s time to change that narrative.

In this episode, Alyssa Peltier and Rachel Andrews sit down with Carrie Davenport, Lead Event Manager at Altria, and Candace Fitch, Howard Feiertag Professor of Practice in Hospitality Leadership at Virginia Tech, to discuss how education and real-world experience are shaping the next generation of event professionals.

From student-led events that raise thousands for local causes to building a curriculum that prepares graduates for corporate, nonprofit, and government roles, Carrie and Candace share how they’re shifting perceptions of what it means to work in events.

In this episode, you’ll learn:

How hands-on education prepares future event professionals for real-world success: Virginia Tech’s event management program allows students to plan and execute actual events—from securing permits to managing sponsorships and budgets. This practical experience ensures graduates enter the workforce with skills employers value, such as logistics, financial planning, and audience engagement.
Why the event industry is more than weddings and parties: The stereotype of “event planner” often overshadows the full scope of the industry. Careers in events span corporate conferences, government meetings, sporting events, and concerts—roles that require leadership, strategy, and technical expertise.
The importance of mentorship and networking for career growth: Connecting with mentors, joining industry associations, and pursuing certifications can open doors and accelerate your career. Whether you’re a student or a seasoned professional, building a strong network will help you stay relevant, learn new skills, and find new opportunities in a constantly changing field.

Things to listen for:

(00:00) An introduction to the episode and guests Carrie Davenport and Candace Fitch

(03:03) How Virginia Tech’s event management program grew

(06:34) The importance of aligning industry experience with curriculum development

(09:50) How students plan real events from start to finish

(12:10) Why hands-on experience gives students a competitive edge in the job market

(13:45) Breaking the wedding planner stereotype and exploring the full scope of event careers

(18:57) Addressing challenges in event education, including the industry's “identity crisis”

(21:50) Advice for students entering the workforce

(24:45) The role of certifications and associations in growing your career

(29:07) Why understanding the business side of events is key to long-term success

(30:40) The vastness of the event industry and its impact on businesses and communities

(31:04) Final takeaways and a look ahead to 2025

The event industry is vast, dynamic, and often misunderstood—but it’s time to change that narrative.

In this episode, you’ll learn:

How hands-on education prepares future event professionals for real-world success: Virginia Tech’s event management program allows students to plan and execute actual events—from securing permits to managing sponsorships and budgets. This practical experience ensures graduates enter the workforce with skills employers value, such as logistics, financial planning, and audience engagement.
Why the event industry is more than weddings and parties: The stereotype of “event planner” often overshadows the full scope of the industry. Careers in events span corporate conferences, government meetings, sporting events, and concerts—roles that require leadership, strategy, and technical expertise.
The importance of mentorship and networking for career growth: Connecting with mentors, joining industry associations, and pursuing certifications can open doors and accelerate your career. Whether you’re a student or a seasoned professional, building a strong network will help you stay relevant, learn new skills, and find new opportunities in a constantly changing field.

Things to listen for:

(00:00) An introduction to the episode and guests Carrie Davenport and Candace Fitch

(03:03) How Virginia Tech’s event management program grew

(06:34) The importance of aligning industry experience with curriculum development

(09:50) How students plan real events from start to finish

(12:10) Why hands-on experience gives students a competitive edge in the job market

(13:45) Breaking the wedding planner stereotype and exploring the full scope of event careers

(18:57) Addressing challenges in event education, including the industry's “identity crisis”

(21:50) Advice for students entering the workforce

(24:45) The role of certifications and associations in growing your career

(29:07) Why understanding the business side of events is key to long-term success

(30:40) The vastness of the event industry and its impact on businesses and communities

(31:04) Final takeaways and a look ahead to 2025

Previous Episode

Crafting Citywide Experiences with Michelle Moon from Visit San Antonio

Planning events that leave a lasting impression is not only about logistics; it’s about creating experiences that connect, inspire, and celebrate a destination's story.

In this episode, Rachel Andrews sits down with Michelle Moon, Vice President of Partners, Experience, and Events at Visit San Antonio, to uncover how destination marketing organizations (DMOs) bring a city’s unique culture to life for meetings and events.

Michelle shares her journey from managing museums to citywide events, explaining how her team helps meeting planners turn ideas into immersive, memorable experiences. Michelle shares how her team aligns small businesses, local talent, and destination assets to deliver personalized activations, like custom scent bars and interactive hat fittings, that capture the heart of the city.

In this episode, you’ll learn:

How to unlock the full potential of destination management organizations: DMOs, like Visit San Antonio, serve as invaluable partners by connecting event planners with local service providers, from hotels and restaurants to small businesses and cultural experiences. Leveraging their resources can streamline logistics, amplify attendee experiences, and drive event success without extra effort from your team.
How to create unforgettable, multi-sensory event experiences: By incorporating local culture and unique activations, you’ll elevate your event. Whether it’s a custom scent bar inspired by regional wildflowers, personalized hat stations, or local entertainment, immersive experiences resonate with attendees and boost engagement while showcasing the destination's identity.
How to plan for seamless, large-scale events: For citywide or high-impact events, collaboration with local stakeholders is essential. Prepare transportation, restaurant availability, and attendee welcome messages in advance. Tailor activations to attendee demographics, aligning with their values (e.g., sustainability) to deliver an effortless and memorable experience that reflects your event's mission.

Things to listen for:

(00:00) An introduction to the episode with guest Michelle Moon

(01:07) Michelle’s career journey from performing arts to destination management.

(02:26) What it means to work for a Destination Marketing Organization (DMO)

(07:16) How Visit San Antonio connects planners with local partners

(11:43) The citywide event planning process

(14:08) Unique ways Visit San Antonio prepares the city for events

(16:24) Tailoring event experiences for different attendee demographics, focusing on immersive and sustainable initiatives.

(26:17) Highlighting Visit San Antonio’s events

(30:11) Michelle’s advice for aspiring professionals in the hospitality and events industry

(31:10) Final takeaways and the importance of heart and willingness to learn.

Next Episode

Part 1: The Hottest Trends Shaping Events in 2025

2025 is on the horizon, bringing trends that will transform your event strategy.

And you can unlock these trends shaping events and marketing in 2025 with hosts Alyssa Peltier, Rachel Andrews, and Felicia Asiedu. From AI-driven personalization to the growing demand for unique venues and memorable experiences, this episode covers the strategies every marketing and event professional should know.

You’ll learn how AI can boost productivity and simplify planning, why field marketing is emerging as a key growth driver, and how to turn data into meaningful action.

In this episode, you’ll learn:

How to leverage AI for smarter event planning: AI is more than a buzzword—it’s a tool to boost productivity. Use it for drafting emails, personalizing agendas, and streamlining logistics while tracking time saved to prove its value and improve workflows.
How to create truly personalized experiences at scale: Personalization now focuses on individual attendees. Use tools to analyze behaviors and preferences, delivering tailored sessions or recaps to create unique experiences with less manual effort.
How to balance budget and creativity with unique venues: Distinctive event spaces are in demand but don’t have to break the bank. Consider restaurants, galleries, or unconventional venues that offer ambiance and photo-worthy moments at a lower cost.

Things to listen for:

(00:00) Introduction to the episode with hosts Alyssa, Rachel, and Felicia

(02:04) Using AI to transform event planning

(04:15) Rachel’s approach to quantifying AI’s impact on workflows

(08:26) How personalization is evolving in event experiences

(11:35) Leveraging AI for enhanced attendee engagement

(14:16) The growing demand for unique and experiential venues

(21:29) Balancing field marketing growth with resource constraints

(30:34) Final takeaways on 2025 trends and their practical implications