In this episode of Experiential Alchemy, hosts Lucy Stratton and Rick Cosgrove sit down with Shawn Wagner, VP of Global Events at Hewlett Packard Enterprise (HPE). Shawn shares her unconventional journey from the Air Force to global event leadership, offering a behind-the-scenes look at how she keeps HPE’s flagship conference, Discover, creatively fresh while navigating the logistical complexities of large-scale experiential marketing.

Meet the Guest

Shawn Wagner is the Vice President of Global Events at Hewlett Packard Enterprise (HPE). With a career spanning over two decades, including a "boomerang" return to HPE after stints at AWS and on the agency side, Shawn brings a unique perspective on client-side event strategy. Her background in the Air Force informs her focus on precision logistics, while her leadership at HPE emphasizes white-glove customer experiences and innovative brand storytelling.

What You’ll Learn

• Avoiding the "Formulaic" Trap: Shawn’s process for running multi-agency RFPs to spark innovation and prevent flagship events from becoming stagnant.
• Underrated Event Drivers: Why peer-to-peer networking and guided tours are often the most valuable, yet overlooked, elements of a major conference.
• Measuring Success Beyond Survival: How HPE uses survey data, executive feedback, and internal incentive programs to celebrate team achievements.
• Navigating Budgetary Friction: Shawn’s strategies for maintaining a high-quality attendee experience in an era of rising costs and flat budgets.

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