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:

1. 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.
2. 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.
3. 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