Steve Shephead/Aurora Productions.

• Author: Stomierowski, Peg
• Position: VIEW FROM THE TOP - Interview

[ILLUSTRATION OMITTED]

Events produced by Aurora Productions (www.auroraproductions.net) include the Great Alaska Beer and Barley Wine Festival that draws an attendance of about 4,800 over two days; the Great Alaska Sportsman Show, 25,000 over 3 1/2 days; the Alaska Women's Show, 13,000 over three days, and Anchorage HomeXPO and the Winter Recreation and Travel Show, 10,000 each over three days.

Steve Shepherd, who came to Anchorage in 1983 from California, is president of Aurora Productions, which produces classic Alaska trade shows and special events.

A Sacramento native, Shepherd had worked in trade shows for two years and spent 10 years in boating as a salesman and manufacturers representative.

A single father, he has a son in high school and a daughter at the University of Alaska Anchorage. He enjoys hockey, fishing and golf.

ABM: As viewed from the top at Aurora Productions, please share a few leadership highs and lows.

Shepherd: Seeing small events explode and endure. I get to work with a spectrum of people and firms, from startups to corporate vendor reps. I get to know a lot of people. Still, I'm able to be me: I'm a lot more comfortable wearing jeans and a golf shirt to work, and I'm not a strict 8-to-5, worker-bee kind of guy.

Still, some tasks that are the same every year get old. I find myself longing for new challenges. Another low is legal liability. We've had our challenges--from people who tripped walking through an event and sued, to those who get a booth in our shows.

I've been disappointed a couple of times by employee disloyalty. I generally believe people are good and trustworthy, but I've learned it's not always so, even with people you mentor and bring along with the expectation they'll do good work for you.

ABM: In your business, does a person always need to be "up," and is there any room for bad days ... or for introverts?

Shepherd: There's not much room for bad days or introverts. We have to pick up the phone and cold call. We have to be willing to try new ideas, and there's no room for fear. Ideally employees are self-starters with comfortable demeanors and loyalty.

ABM: What's an acceptable risk and what isn't?

Shepherd: Acceptable risk is tweaking a successful show. Unacceptable risk is holding an event for two or three years and losing money. Lots of people...