Margaret Launzel-Pennes Forms Pop Experiential
July 19, 2021
The first time Margaret Launzel-Pennes worked on a virtual trade show, it was still a year or two before Y2K became three infamous characters. In the more than 20 years since that groundbreaking endeavor, technology has changed (particularly in the past year) but the idea of bringing communities together regardless of distance is nothing new, Launzel-Penne says.
It’s that kind of experience and knowledge that Launzel-Pennes hopes will help her new company, Pop Experiential, stand out among a crowded field of event companies. She isn’t going solo — not by a long shot — and is as prepared as anyone can be to assist organizations shifting to a new way of doing business.
As part of the founding team at Total Brand Experiences, the Los Angeles-based Launzel-Pennes helped put together 70 virtual events since 2020. “It wasn’t much of a culture shock to pivot” to virtual for the veteran planner, whose impressive resume includes vice president of worldwide events at Herbalife International and vice president of corporate events at C2 Montreal.
In other words, being cutting-edge is not new for Launzel-Pennes. She is already knee-deep in planning revolutionary new ways to bridge the gap between attendees. “Everybody's saying we can't network on a virtual platform and we found that not to be true,” she said. We've had some tremendous success using some really inventive technology.”
Teaching the industry just how to connect audiences will be a case in the veteran opening a “new school” way of thinking. Pop Experiential is developing a college campus set-up for BMC’s Exchange event this fall. The platform is built around a virtual student union, with doors opening to general sessions, education programs and networking events. The idea, just as it is on a real school campus, is that you can find the right time and place to participate in the event.
COVID-19 was an ugly way to create a beautiful future for events, the Pop X CEO explained. “Our industry hasn’t changed in a very long time,” she noted. “There's a big opportunity that hasn't been really tapped into in terms of how you deal with millennial culture — they don't learn the same way [other generations do].”
Pop X’s team consists of young event producers for precisely that reason. They are part of a team with extensive and varied backgrounds that allow the company to assist with associations and brands on event production, content development, logistics management, venue sourcing and more.
There are several events on the books for later this year and next year. Some involve medical groups who place an emphasis on safety, while others are for other types of businesses more focused currently on engagement. Their timelines and paths to in-person events are different, giving Pop X a range of vantage points for the post-pandemic world.
“It’s like you are an archer,” Launzel-Pennes said. “You have different arrows for different things. Our quiver is really full.”
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Partner Voices
Overview:
The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality.
In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way.
“We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.”
Amenities:
The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.
The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience
The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need.
Gold Key Members
The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events.
OCCC Events:
This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.
The Center’s top five events during their 2022-2023 fiscal year included:
AAU Jr. National Volleyball Championships 2023
200,000 Attendees
$257 Million in Economic Impact
MEGACON 2023
160,000 Attendees
$205 Million in Economic Impact
Open Championship Series 2023
69,500 Attendees
$89 Million in Economic Impact
Sunshine Classic 2023
42,000 Attendees
$54 Million in Economic Impact
Premiere Orlando 2023
42,000 Attendees
$108 Million in Economic Impact
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