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Inizio Engage XD, the experience design division of Inizio Engage, has appointed conference veteran Tripp Mahan as head of North American event production.
Mahan has two decades of meeting design experience and has served in numerous event leadership roles, including Director of Corporate Events for Herbalife, Vice President of Global Meetings and Strategic Partnerships for the Academy of Global Entertainment Marketing Arts & Sciences, and Chief Events Young Presidents Organization Officer.
Mahan brings this experience to Inizio Engage XD, working alongside Inizio event agency executives: Helen Davis, director of North American exhibitions at WRG, and Katie Coleman, director of Ashfield Event Experiences. We caught up with Mahan to get his perspective on the industry as he embarks on the next chapter of his career.
Conference website: You have a long career of bringing people together. Looking back, what’s the biggest change you’ve seen in attendee expectations?
Mahan: Even before the dramatic changes we’re seeing due to the pandemic, the personal journey within events was already shifting. This means different things to different people, but the essence of the concept is that we can create an event with enough options for people to plan their own journey. This can be done with everything from food and drink (plant-based menus vs. sandwich platters) to meeting arrangements (D&I is crucial) to the design of special events (have you considered being an introvert?).
Conference website: What’s your favorite new event production technique or tip that more event organizers should know?
Mahan: From an environment design perspective, I think the advancements in projection mapping are amazing. There are many examples of fascinating work transforming venues with little impact on the environment. Of course, I would be remiss if I didn’t mention VR and AR technology. The ability to immerse attendees in live and virtual event experiences has changed the landscape.
Conference website: From a meeting design perspective, what is the most memorable meeting you have attended? What makes it stand out?
Mahan: Of course, I’m partial to events that I create for, such as the Beautycon Festival in Los Angeles and New York, YPO’s EDGE, and the Academy of Global Entertainment Marketing Arts and Sciences Annual Conference. However, I took inspiration from the New Agency Summit at ComplexCon and Vanity Fair. ComplexCon creates a completely different journey for attendees through a trade show that I find very immersive. You don’t even realize you’re at the show. All booths, events and walkways are unique. The choice of the Wallis Hotel in Beverly Hills as the venue for the New Build Summit alone is a win. The show is thought-provoking (think Bob Iger and Ava DuVernay) and the sponsors are totally on, without being in your face.
Conference website: What would people be surprised to learn about you?
Mahan: Maybe I thought I wanted to be an entertainment lawyer, but working as an assistant in Columbia’s Samsung TV division cured my mind — #boring. Activities are more fun!
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