On this episode of Adventures in Business, Amani and Manid welcome back Annette Gregg, CEO of the Society for Incentive Travel Excellence (SITE). With a career spanning meeting planning, incentive travel, and leadership roles across major industry organizations, Annette brings a fresh perspective on fostering collaboration, leadership, incentive travel, and supporting the next generation of event professionals.
Why Collaboration Matters
One of the most refreshing aspects of Annette's leadership is her commitment to breaking down competition between industry associations. Despite moving from a leadership role at MPI to becoming CEO of SITE, she refuses to view these organizations as competitors.
For Annette, associations are not about competition – they're about community. Whether you join SITE, MPI, or another organization, the value lies in finding a space where you connect and engage with others.
Her advice? Find the community that resonates with you and join something. By fostering an abundance mindset, Annette encourages professionals to think beyond membership numbers and instead focus on growing the industry as a whole.
Attracting the Next Generation of Event Professionals
A key challenge facing the events industry is attracting and retaining young talent. With more than half the workforce expected to be under 40 by 2030, Annette emphasizes the importance of winning over the next generation.
Annette explains how you can make a great living in this industry, and the work is far from menial. Her message to young professionals is simple: There is so much more to the events industry than meets the eye. From managing large-scale conferences like Comic-Con to creating brand activations at festivals like Coachella, the possibilities are endless.
It’s not just wedding planning or sitting behind a hotel front desk. Annette says it’s our job to tell a better story about our industry to attract the right talent.
Leadership Through Generosity
Mandi shared a personal story about Annette's generous leadership style. Years ago, when Mandi was new to her role at HPN, she reached out to Annette, who held a major leadership position at LPL. Despite her busy schedule, Annette took the time to answer questions and offer insights without any expectation in return.
"You never knew if I'd follow through or if it would help you in any way, but you took the time," Mandi recalls. "And I've seen you do this over and over again."
For Annette, leadership isn't about power or authority – it's about lifting others up. She models an open, collaborative approach that encourages others to share knowledge and support their peers.
Leadership Beyond Management
Not everyone wants to manage a team, and that's okay. Annette reminded us that leadership isn't limited to a job title or direct reports. If you're someone who wants to contribute without overseeing a team, there are plenty of ways to lead:
Volunteer Leadership: Get involved with industry associations or local groups. Offering your expertise as a volunteer allows you to guide and mentor others without the formal responsibilities of management.
Project-Based Leadership: Raise your hand for team responsibilities at work. Being a project leader gives you a taste of leadership without the long-term commitment of managing direct reports.
Thought Leadership: Share your insights through writing, speaking engagements, or mentorship programs. Your ideas and experiences can shape your industry without requiring a management title, or directly leading people.
Key Leadership Skill for 2025: Equanimity
When we asked about the most valuable leadership skill for the future, Annette introduced the concept of equanimity: the ability to remain calm in the midst of chaos.
We live in a politically divisive time, but Annette says as leaders, we need to focus on what we can control. That's the only way to maintain peace and clarity.
For Annette, this means grounding herself daily and focusing on her own actions and values. It's about maintaining integrity and calm, even when external circumstances feel turbulent.
For example, when deciding whether to host events in politically charged locations, Annette suggested finding ways to support those communities instead of boycotting. That could be through community service or partnering with local businesses.
Connect with Annette Gregg
🔗Connect with Annette Gregg at SITE Global and check out SITE Global Research
🔗Register for the SITE SoCal event on March 11th at Sheraton San Diego
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