Beth Surmont, Vice President of Event Strategy and Design, 360 Live Media

Name & Company?
Beth Surmont, 360 Live Media

Number of years as a CMP?
14

Where did you grow up? 
Lima, OH, USA

What did you want to (or think) you’d be when you grew up?
I wanted to be a writer and storyteller.

What was your educational field of study (college major or whatever, as applicable), and, if notably different from what you do, your how/why/story?
I majored in composition in college, thinking I would be a writer, and I think it gave me some valuable foundations for where I am today. Instead of telling stories on paper, I work with my clients to tell the important stories through their events. Learning about character development also helps with human-centered design and being able to empathise with your audience. In addition, my work-study job in college was in the University President’s office, so I got an initial taste of event planning working on board meetings and planning the yearly graduation ceremony.

What advice would you give, either to your younger self or to newer professionals now? 
Just try. You don’t always know where a choice or a decision will take you, or how something will work with an audience. But if you don’t try, you will never know. The best events I ever led were ones where I wasn’t afraid to try new things.

What advice would you give to anyone preparing to take the exam?
Join some type of study group. It really helps to have someone lead you through the process of preparing.

When did you first hear about the CMP designation and what drew you to this certification? 
When I was at IEEE, my former association, many of my colleagues had their CMP. I was excited to try for it because it showed a level of mastery and skill. It was also the first time I had letters after my name, which was kind of cool.

What inspires you the most when you think about the future of our industry or the impact of our industry?
I am drawn by the power that events hold to make real change in the world. I think that bringing together the right people, in the right ways, can set us up for the future. Events are where ideas are born, where relationships are forged, and where the leaders are inspired to make tomorrow a little bit better than today. 

How has earning the CMP designation impacted (or benefited) your career?
I know that I’ve made it through first-rounds of hiring above others because I have the designation. Also now, as a consultant, it gives my clients a level of trust with my work and thinking. Not many other consultants are CMPs, and they don’t understand the ins and outs of events the way that I do. 

Favorite snack?
Currently I’m a little obsessed with nachos. And when they aren’t available, just chips and salsa will do. 

What is the biggest life lesson you have learned during the pandemic?
That you can still create space for people to come together in meaningful ways virtually. It’s different than in-person, but it has its own value. From running my stepdaughter’s virtual high school graduation, to creating a virtual bat mitzvah for my niece, to running countless hours of digital events, I was continually reminded of the power and emotion of gathering together – however we are able to do it. 

What is the most memorable in-person experience you planned? 
There are too many to choose from. My favorite event that I planned several times was an event for our conference organizers at IEEE. For each one, we worked with the CVB to incorporate local flavor and fun. This meant things like Scottish clan battles on the main stage and Sydney Opera House singers during breaks. We also experimented with many different fun formats like mock trials and game shows. It was always fun to try to top the previous year’s experience. 

What is the most memorable virtual event you have done so far?
I’ve been managing virtual events for nine years, and it’s really hard to narrow it down to one. I will pick our Event Innovator’s Exchange (EIX), which is a series that we run for event planners. It started in-person and when March 2020 hit, we shifted to deliver six weeks of “how to” around virtual events, to help get everyone up to speed. I think that is the biggest amount of impact I’ve been able to make in a short period of time. 

What was the last book you read/listened to?
For work: Good to Great, Jim Collins

For fun: Cloud Cuckoo Land, Anthony Doerr

Who will be your dream keynote speaker at your event? Why?
I would love a keynote panel with Priya Parker, Doris Kearns Goodwin, Austin Kleon, and Ice-T. Moderated by Oprah.

What are the benefits you like of hosting virtual events? 
I like that we can provide great content in a very convenient way to a wide audience and invite people in who may not have been able to come to an in-person event. 

What do you miss the most for in-person events? 
Being able to engineer serendipity for my audiences.

Or do you miss it at all?
I don’t miss the way in-person used to be, because I think we could have done it a lot better, with more intention and impact to our audiences. I’m looking forward to the changes that will come from this time. 

What is your favorite travel destination?
I really enjoyed Melbourne, Australia, and Iceland. I’d like to spend more time in both places. 

Do you have a favorite quote?
From my father, he said this to me early in my career and I repeat it to myself often: “Just do your best, because your best is very good.”