Cheryl Sulock, CMP, CSEP, 37, works in Winter Park, Florida, as director of convention and trade show at Florida Roofing & Sheet Metal Association. As a 2019 40 Under 40 honoree, Sulock discusses her passion for the events industry.
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What I do: I am responsible for planning every aspect of our annual convention and trade show. I sell exhibit space, sponsorships and advertising to exhibitors and association members, ensuring all revenue goals are met or exceeded. I negotiate venue contracts and select and coordinate with all show vendors. I manage online registration for more than 3,000 event attendees and manage all event technology, including a mobile event app, live-event display, and several social media platforms. I am also responsible for all event themes and promotion in both print and digital form. I also coordinate quarterly board meetings for our board of directors and serve as the staff liaison for several association committees.
How I got here: I previously worked as an event manager at the Orange County Convention Center for six years. During my time at the OCCC, I had the pleasure of coordinating hundreds of events, including the annual convention and trade show for the Florida Roofing and Sheet Metal Association. After working with the association for four years, it had a position open up and we both knew we were the perfect fit for each other!
Impressive stats: I have increased the size of our trade show and used strategic pricing strategies to increase revenue from booth sales by 72 percent. Additionally, I developed new sponsorship opportunities, allowing us to increase our sponsorship revenue by 47 percent.
What are I am working on now: FRSA is celebrating its 97th Annual Convention and Trade Show this year. I recently booked the venue for our 100th anniversary, where we’ll be returning to Daytona Beach, Florida, where our association held its first meeting in 1922, and I’m very excited to get the ball rolling on several events that will make our 100th year truly extraordinary.