Meet the staff conferences.

• Author: Heffes, Ellen M.
• Position: Fei News

Every association has an annual meeting, but what's been different at FEI in recent years is that it's no longer labeled as such--a change that encapsulates a new approach.

Prior to Conference Director Bill McGrath joining FEI in 2000, the annual meeting was geared primarily to FEI leadership and drew a few hundred people. But McGrath, a veteran conference director who came from Advanstar Communications, a major content developer (where he managed six to eight major trade shows and conferences globally, with a $15 million budget and staff of six), has helped drive a "rebuilding effort" to change the nature of the program--starting with its title--and, subsequently, increase attendance.

The buzz created for FEI's Annual Summit (as it has been renamed) has been aimed at making it a must-attend event. The new model began with the 2001 Scottsdale, Ariz., program and each year since, the attendee count has been increasing; that was true even for the 2002 event at the Broadmoor in Colorado Springs, held in the shadow of 9/11 and the resulting dropoff in corporate travel. Those obstacles were overcome, in part, McGrath notes, by featuring former General Electric Co. CEO Jack Welch as the top keynoter.

Thinking ahead to the upcoming April 2004 program in San Diego, McGrath has cooked up something new: no breakout sessions. The Summit will feature only high-level keynoters, or, as he puts it, "a who's who of keynotes." This decision was driven by feedback from attendees.

FEI's Conference Department comprises three other individuals. Tracy Santella, meeting manager, has been with FEI for three years and handles the operations of the events, making sure all the functions, dining and activities happen as planned, and that everyone's high standards are met. She started as registrar and was promoted last year to fill an opening. Lisa Korzeniowski, who joined FEI last May, is registrar, or customer service representative, handling the registration process.

Brenda Newkirk, manager of sales and events, joined FEI seven years ago in career services, then helped manage the Strategic Partners program. Now, she's managing sales for FEI events (booths and exhibits), as well as Financial Executive magazine advertising. She also works with Strategic Partners as it relates to events.

"This [sales] function has become an important part in our mix," says McGrath. The role of sponsors and exhibits is not only to bring members information about new products and...