There’s never a dull moment working in the event-planning industry. From juggling multiple tasks at any given time to working long hours and dealing with constant client demands, it’s a profession that is incredibly exciting, rewarding, and challenging—but it’s not something everyone excels at.
To achieve success as a meetings and events professional, one must possess a combination of essential skills, including in-depth knowledge and experience, creativity, industry connections and relationships, the ability to multitask and solve problems, and an aptitude for connecting with clients to help them bring their visions to life.
California Meetings + Events is shining the spotlight on four industry trailblazers who demonstrate expertise and passion for their work, have earned numerous accolades and awards, and continue to set the bar high while paving the way for others. They share their journeys through the industry, tips for success, most memorable events, and much more.
Personalized Experiences
A major source of childhood inspiration for Teneo Hospitality Group Vice President of Global Sales and Industry Relations Gary Murakami was his mother, who worked in hospitality as a line-level employee. “Through her, I saw the connections, pride, and opportunities this industry creates,” says Murakami. “That early exposure shaped my belief that meetings are not just singular and static events—they’re pathways to growth, belonging, and the possibilities that these experiences create.”
For the past five years, San Francisco-based Murakami has worked in his current role at Teneo Hospitality Group—a global sales organization based in Minnetonka, Minnesota—assisting in leading worldwide sales strategy and industry engagement while serving as a bridge between the company and its meeting-planner clients, thoughtfully aligning their objectives with the destinations and hotels across the company’s portfolio that best support their visions. Over the years, he has received numerous awards and accolades, including the Professional Convention Management Association’s Groundbreaker Award in 2023 and the Events Industry Council’s 2024 Social Impact Award.
One of Murakami’s favorite events to assist with is Teneo Hospitality Group’s annual Teneo Summit, which takes place in late fall. “It brings together our hotel partners and top clients in an environment built for collaboration and discovery,” he explains. “We use the gathering intentionally as a conference incubator—showcasing new ideas, current industry trends, experiences, and design strategies that can influence our clients’ individual meetings and events across the industry.”
Murakami points out that innovation starts with intentionality. “It’s about creating experiences that are highly personalized, authentic, and foster inclusion,” says Murakami. “I see my role as a conduit between our clients and hotel partners, strategically identifying locations that amplify these experiences while meeting each client’s individual vision and goals. This industry has the power to bring people together in moments that inspire change, and being part of that transformation—both professionally and personally—is what drives me every day.”
Exceeding Expectations
After graduating from Loyola Marymount University (LMU) in Los Angeles with a degree in finance, event sales pro Nicholas Morales worked in orthopedic medical sales prior to landing his first job in the events industry, a sales role with the Los Angeles-based Anschutz Entertainment Group. Here, he generated revenue through event sales for venues like L.A. Live and Crypto.com Arena. “From selling premium [Los Angeles] Lakers experiences to supporting marquee moments like the Grammy Awards and NBA All-Star weekend, I was immediately drawn to the energy and scale of live events,” says Morales.
He joined the inaugural SoFi Stadium sales team in 2020, where he played a key role in building the Hollywood Park venue’s private events business from the ground up. He recently transitioned into the role of regional director of event sales for the West region with New York City-based Legends Global, leading private event sales strategy at venues within Hollywood Park (which partners with Legends Global for sales and other services) while supporting other venues throughout the region. To help bolster his work and stay active in the industry, Morales attends key conferences, partner meetings, and networking functions, also collaborating with the Los Angeles Tourism & Convention Board on sales initiatives, client introductions, and events.
Morales has worked on many memorable gatherings over the years, including LMU’s 109th Commencement Exercises in 2021 and the Los Angeles Tourism & Convention Board’s Market Outlook Forum in 2024, both held at SoFi Stadium. “As a proud LMU alum, it was especially rewarding to help welcome more than 3,200 graduates and 33,000 guests for one of the first major events at SoFi Stadium,” says Morales.
Morales’ approach to planning successful events is simple: Keep the gathering’s main purpose center stage while delivering a premium experience that exceeds the client’s expectations. “It starts with collaboration and understanding a client’s true objectives, not just their event format,” says Morales. “Inevitably, challenges arise in live events, but remaining calm, proactive, and solution-oriented builds trust. When clients feel supported, creativity and execution naturally follow.”
Magic in the Details
Anaheim-based planner Sara Parrell’s journey to the events industry began with her first professional role with The Walt Disney Co.—right out of high school, she was cast as Wendy in Disneyland Park’s live show “Fantasmic!” She also performed as a dancer in the theme park’s “Aladdin” and “The Lion King” parades and portrayed various characters, such as Snow White and Cinderella, at Tokyo Disneyland. When Parrell returned to Disneyland Park in Anaheim, she played the role of Sleeping Beauty before stepping into a lead position overseeing the park’s character-based entertainment.
“Disney taught me the art of crafting magical, immersive experiences and the discipline of honoring every detail of the attendee journey,” says Parrell. “To this day, I plan every event through the lens of magic—considering not just what attendees will see, but also what they will feel, hear, and remember. That philosophy continues to guide my work: creating environments so thoughtfully designed that, even if just for a moment, guests are transported into a world built just for them.”
Parrell’s first role in events was with Irvine’s JNR Inc., for which she planned and operated incentive programs, an experience that helped shape her confidence and leadership style. Two years ago, Parrell joined Terramar DMC, a destination- and event-management company based in San José del Cabo, Mexico—with offices across the U.S., Mexico, and Panama—that delivers everything from curated group activities to full-scale event design and production. As senior account manager, she oversees Terramar DMC’s sales efforts throughout Orange County. “I maintain strong partnerships with hotels, venues, transportation companies, entertainment providers, and specialty vendors to ensure we are always bringing forward the best Orange County has to offer,” she says.
One of the most memorable events Parrell worked on was an incentive program in Napa. “We curated extraordinary wine dinners, exclusive excursions, and late-night hospitality experiences that made our attendees feel like insiders to something special,” says Parrell. “One evening, we hosted a five-course wine-pairing dinner inside a spectacular wine cave, accompanied by a live string quartet. With the glow of candlelight against the stone, the music echoing softly, and the aroma of the wine and the earth—the event was completely immersive.”
Parrell also partners with area convention and visitors bureaus to reimagine how destinations are experienced and remembered. “If there’s a secret to success in this industry, it’s intentionality,” says Parrell. “The difference between a good event and a great one is often emotional, not operational. It’s in the moments that feel personal, intuitive, and genuinely considered.”
Luxury Standards
When Dominic Martin worked his first event, a citywide convention held more than a decade ago, he knew he had found his true calling. “I immediately fell in love with the controlled chaos of it all,” says Martin, director of sales for RMC, a company based in Basalt, Colorado, that specializes in full-service destination management with a focus on high-end corporate and incentive events in luxury locales. For him, the constant flow of new projects was energizing. “That early experience really taught me that this industry was where I belonged and where I was going to thrive,” he says.
Martin gained extensive experience in a variety of events-focused roles beginning in 2012. These involved coordinating national conventions at a casino property, marketing and hotel sales, creating programs for social and corporate events at recently opened hotel and resort properties, handling event infrastructure equipment for gatherings at concert venues and PGA Tour golf courses, and even running his own business that focused on high-end weddings and events.
In 2024, he joined RMC’s Lake Tahoe/Reno office as senior sales and operations manager. After becoming director of sales last year, he moved to the company’s Napa office, where he now oversees event sales across Napa and Sonoma counties. Martin is responsible for developing client relationships and maintaining hotel partnerships, as well as identifying new business opportunities. “I studied psychology in college, and understanding behavior and motivation has really helped me connect with clients on a deeper level,” Martin says. “It goes back to understanding people, which is at the heart of what we do every day.” Last year, RMC named Martin “Rising Star” of the company.
Exceptional communication is key for Martin to create meaningful experiences for attendees. “I make sure that, from the first conversation we have through event execution, clients feel confident they have partnered with the right team to bring their vision to life,” he says. Martin also takes pride in his work. “It’s so rewarding to see an event come together,” he says. “It’s such an evolution from that first time you talk to [the client] to what pops up in front of you. I love being able to bring these visions to life to create memorable experiences.”
hollywoodparkca.com
legendsglobal.com
rmcdmc.com
sofistadium.com
teneohg.com
terramardmc.com
