This isn’t just another business episode. It’s a behind-the-scenes look at how Freeman, one of the most iconic names in live events, is rewriting the playbook on what it means to lead with purpose, push boundaries, and still keep people first.

With 250 million attendees reached each year, Freeman doesn’t just produce events, they shape global experiences. From NATO’s 75th Anniversary Summit to over 4,500 clients worldwide, Freeman’s legacy is grounded in courage, clarity, and culture. Now, they’ve captured their formula for high-impact leadership in their new book: Inside LIVE Events: Your Playbook for Mastering the Experience.

In This Episode:
Host David Alexander welcomes back two powerhouses:

• Carrie Freeman Parsons – Chair of Freeman and a fearless voice on empathy-driven leadership
• Bob Priest-Heck – Immediate Past CEO of Freeman and a strategic force behind innovation at the firm

Joining the conversation:

• Dr. Lauren Cohen - (Harvard Business School) breaks down the family business mindset that fuels Freeman’s long-game.
• Sherry Huss, Freeman’s Head of Community returns to talk about the innovation and leadership culture at Freeman

Topics You’ll Care About:

• Leading under pressure while staying grounded in values
• Why empathy is the ultimate business advantage
• Creative briefs that drive clarity and execution
• Using data to design meaningful, segmented experiences
• Creating longterm value through digital strategy and bold planning

The Bottom Line:
If you’re building something that matters this is your blueprint. Whether you lead a team, a company, or a cause, Inside LIVE Events gives you the tools to lead with focus and values.

Explore the book: Inside LIVE Events: Your Playbook for Mastering the Experience
Discover Freeman: www.freeman.com
Connect with David: www.davidjalexander.com

How does a company with nearly a century of history continue to innovate in an industry built on change?

In this episode of Accelerate with David Alexander we explore the legacy and leadership behind Freeman, a global force in live event production and brand experiences. With 98 years of heritage, and an annual reach of over 250 million attendees, Freeman continues to shape the future of live experiences through purpose-driven transformation.

Freeman's Chair, Carrie Freeman Parsons and Immediate Past CEO Bob Priest-Heck join the conversation to reflect on the values that have anchored the organization across generations and how those values fueled the company’s resilience and innovation during one of its most defining periods: the pandemic.

The discussion also highlights the leadership of current CEO Janet Dell, whose operational expertise and learning mindset helped guide Freeman through disruption and into renewed growth.

Also contributing insight is Sherry Huss, Freeman’s Head of Community and former Innovator-in-Residence. A co-founder of Maker Faire and a pioneer in experiential community building, Sherry offers reflections on Freeman’s culture and its leaders.

Stay tuned for Part II, which will focus on Carrie and Bob’s new book, Inside LIVE Events: Your Playbook for Mastering the Experience.

Guest Link: www.freeman.com
Book: Inside Live Events: Your Playbook for Mastering the Experience
Producer & Host: www.davidjalexander.com

Our current series explores top associations and membership communities, so I was excited to learn that the Virginia Beach Restaurant Association (VBRA), a 100+ member restaurant network, had launched an art exhibit to showcase the farm to table story behind every dining experience.

At the heart of this initiative is Martha Davenport, Executive Director of VBRA, whose leadership and vision have helped position Virginia Beach as a culinary destination. With a background in Fortune 500 marketing, she brings a strategic approach to uplifting the restaurant industry, championing local businesses, and creating innovative ways to highlight their impact.

Joining her in this creative collaboration project is Nathan W. Beck, an internationally renowned commercial photographer whose images have appeared on ABC News’ 20/20, the Wall Street Journal, New York Times Style Magazine, the Washington Times, the Associated Press, and more. Mr. Beck has built a career capturing high-profile moments, with a client list that includes three U.S. Presidents, multiple Governors and Vice Presidents, and celebrities like Jackie Chan and Tiger Woods. His extensive work spans from restaurants, sports, travel, leisure, non-profit, and corporate industries, making him the perfect collaborator to bring The Recipe exhibit to life!

After recently enjoying Virginia Beach Restaurant Week, Karina and I were reminded just how much restaurants bring people together. As a way to say thank you, I created this podcast episode and am also offering a free month of social media support for one local restaurant, plus a complimentary photoshoot for the first 10 restaurants that sign up (links below). I even wrote a love letter to Virginia Beach restaurants, recognizing their incredible impact on the community!

Inside This Episode:

• How VBRA created an art exhibit to celebrate its restaurant members.
• How this unexpected collaboration called The Recipe came to life.
• The power of storytelling and visual art in promoting Virginia Beach as a culinary destination.
• Lessons in collaboration and innovation for other associations.

Meet Our Guests & Contributors:
Martha Davenport – Executive Director of Virginia Beach Restaurant Association and former Fortune 500 marketer. Connect at ➝ dineinvb.com
Nathan Beck – Award-winning photographer. Explore Nathan’s work ➝ beckimage.com
Elizabeth Duncan Hawker – Business strategist and networking expert, whose introduction set The Recipe in motion. Learn more ➝ elizabethduncanhawker.com

Resources:
🔗 Social Media & Shoot Giveaway + Love Letter ➝ davidjalexander.com/vb

🔗 Virginia Beach Restaurant Association ➝ dineinvb.com

🔗 The Recipe Exhibit ➝ dineinvb.com/the-recipe

🔗 Our Restaurant Recommendations Thus Far in VB➝ here.