In this episode of The Event Solutions Podcast, Jorge Lopez sits down with Dan Reback, Event Strategist for the West Coast and Mountain States at Jewish National Fund USA, to explore what it really takes to design events that deliver meaningful ROI.

Dan oversees more than 150 events annually across five states, blending strategy, creativity, and hands-on execution to ensure events aren't just polished productions, but purposeful experiences. He shares why "strategy" isn't a buzzword, how ROI goes far beyond dollars raised, and why staying boots-on-the-ground is critical for leadership credibility.

The conversation dives into real-world challenges, getting 600 people in a room at 8:00 a.m., keeping long-running events from going stale, vetting vendors properly, and managing high-pressure moments when everything goes wrong at once. Dan also unpacks how production can make or break an event, why breaking the mold must be intentional, and how learning through hands-on experience shapes better planners and stronger teams.

This episode is a candid, practical look at event leadership, creativity under constraint, and designing experiences that actually matter.

• ROI isn't just revenue; impact, donor retention, audience growth, and long-term engagement matter just as much.
  
  

• Strategy must come before creativity to ensure events align with organizational goals.
  
  

• Comfortable events are forgettable events; meaningful experiences should push boundaries.
  
  

• Production defines perception and can elevate or sink an event experience.
  
  

• Staying hands-on builds credibility with teams and keeps leadership grounded in reality.
  
  

• Never repeat the same event twice; even successful formats need evolution.
  
  

• Vendor scale matters; talent alone isn't enough if a vendor can't handle the size and complexity.
  
  

• Calm leadership on-site is critical; guests only know something is wrong when you show it.
  
  

Dan Reback is the Event Strategist for the West Coast and Mountain States at Jewish National Fund USA, where he oversees more than 150 events annually across California, Colorado, Utah, Washington, and Oregon.

A UCLA graduate, Dan discovered his passion for event planning early and quickly built a career defined by creativity, strategic thinking, and execution at scale. During his seven years at JNF USA, he rose through the ranks from coordinator to manager to strategist, helping transform events from traditional gatherings into immersive, high-impact experiences.

Known for his out-of-the-box thinking and deep investment in production and experiential design, Dan believes events should never be comfortable, repetitive, or purely transactional. His work focuses on ensuring every event serves a clear purpose, delivers measurable ROI, and creates lasting impact for both organizations and communities.

In this episode, Jorge Lopez speaks with Brooke Erickson of K&L Gates, where she leads sophisticated, high-touch client experiences for one of the world's largest law firms. Brooke shares how she designs bespoke events ranging from zoo buyouts to multi-day destination programs, all built around relationship-building and strategic engagement. She breaks down the psychology of attendee types, the importance of airtight logistics, and the planning frameworks she uses to create seamless, memorable experiences for high-level corporate clients.

• Successful events begin with a clear purpose, relationship growth, thought leadership, or business development.
  
  

• Logistics determine the guest experience: clarity, timing, transitions, and communication matter more than spectacle.
  
  

• Understanding attendee psychology allows planners to tailor experiences based on personality, interests, and comfort levels.
  
  

• Event memos and "guest POV walkthroughs" help identify gaps, friction points, and unrealistic timing long before event day.
  
  

• Small surprise-and-delight moments create emotional connection and elevate even simple experiences.

Brooke Erickson is an event strategist at K&L Gates, where she oversees curated client entertainment and high-impact corporate experiences across diverse sectors. With a background in luxury retail, sales, and operations, plus a degree in History & Warfare, Brooke blends creativity with logistical excellence to design events that strengthen client relationships and elevate brand perception. From intimate VIP gatherings to multi-day destination programs, she is known for her seamless execution, signature surprise-and-delight touches, and hospitality-driven approach.

In this episode, Jorge Lopez sits down with hospitality veteran Susan Avery, who brings more than 35 years of hotel and event expertise from Marriott's flagship property, the San Diego Marriott Marquis & Marina. Susan shares insights from her work on major citywide events, including three Super Bowls, the 1996 Republican National Convention, and large medical and scientific conferences. She breaks down what it truly takes to manage high-pressure, multi-stakeholder events where hotels, cities, vendors, and national organizations must operate as one team.

• Teamwork is everything when producing large-scale or citywide events; success depends on clear leadership and open collaboration across dozens of organizations.
  
  

• Communication must scale as stakeholders multiply: hotels, CVBs, city leadership, NFL teams, agencies, and vendors all require consistent alignment.
  
  

• Operational understanding matters; knowing how banquet, AV, setup, and stewarding teams work allows planners to partner more effectively.
  
  

• Citywide events have many "bosses" navigating competing priorities, which requires structure, ownership, and flexibility.
  
  

• Large events succeed when territorial thinking disappears, and each leader focuses on their area while supporting the bigger picture.

Susan M. Avery has over 35 years of experience in the hospitality and convention event industry, most of which were spent at Marriott International's flagship property, the San Diego Marriott Marquis & Marina. Starting her career as a banquet waitress, she worked her way up through nearly every operational role before becoming Director of Operations, overseeing the banquet team, convention floor setup team, AV, and stewarding departments. Her deep understanding of hotel operations and guest service excellence has been a hallmark of her career.

After 18 years in operations, Susan spent another 15 years as a Convention Services Manager, now known as Event Management, specializing in large-scale medical, scientific, and corporate meetings. She has successfully planned and executed events ranging from intimate social gatherings to major citywide conventions, including the 1996 Republican National Convention and three Super Bowls hosted in San Diego. Now an independent contractor, Susan continues to bring her extensive expertise, industry insight, and collaborative spirit to clients throughout the convention and events industry.

Useful Links:

• susanaveryCMP.com

• https://www.linkedin.com/in/susan-avery-cmp-7b917365/