Austin, TX — 7‑Day Conference — 400+ Attendees
About ITSMF
The Information Technology Senior Management Forum (ITSMF) is the nation’s premier organization dedicated to increasing the representation of Black professionals at senior levels in the tech industry. Their annual conference brings together executives, founders, innovators, and rising leaders committed to advancing leadership, equity, and community in the technology ecosystem.
Project Background
ITSMF hired Andrew Roby Events to produce its multi‑day national tech conference in Austin — a gathering known for fast‑paced programming, high expectations, and deep cultural significance.
The event included:
- A 7‑day schedule with back‑to‑back programming
- General sessions and tiered leadership development experiences
- Workshops, fireside chats, and breakout discussions
- Community‑driven engagement moments
- A diverse set of vendors, speakers, and internal teams
The challenge: ARE had only two months to plan, build, and flawlessly deliver this experience.
Event Goals
- Support leadership development for Black professionals in tech
- Create an inspiring, seamless attendee experience
- Increase operational efficiency despite the tight planning window
- Execute complex programming without sacrificing quality
- Build an event environment that felt modern, inclusive, and energizing
Our Approach
1. Rapid Planning & Strategic Framework
With a compressed timeline, ARE immediately developed:
- A full strategic event map
- Daily run-of-show documents
- A unified communications system for internal teams
- A rapid-turn vendor coordination plan
- A logistics structure for multi-room, multi-speaker scheduling
This framework ensured quality decision‑making under intense deadlines.
2. Experience Design for a Modern Tech Audience
ITSMF’s attendees expect innovation, professionalism, and cultural relevance. To meet that standard, ARE executed:
- A clean, tech‑forward aesthetic grounded in modern color palettes and streamlined signage
- Interactive micro‑moments encouraging connection and reflection
- Branded wayfinding optimized for clarity
- Design elements supporting ITSMF’s leadership and equity mission
Every design choice reinforced professionalism and belonging.
3. High-Touch Operations & Production
ARE oversaw all production layers:
- AV + technical direction
- Lighting + staging
- Speaker prep and greenroom flow
- Room turnover logistics
- Breakout room staffing
- Registration movement and flow
- Vendor and partner management
We also managed hotel blocks, concessions, and master budgeting — ensuring financial efficiency and alignment with ITSMF’s goals.
4. Unifying Seven Days of Programming
A week-long conference requires discipline and thoughtful pacing. ARE:
- Coordinated each day’s cadence to avoid guest fatigue
- Implemented transitions that maintained energy and focus
- Provided daily staff briefings to align teams
- Ensured each day felt cohesive and intentional
The result: a long event that felt smooth, not overwhelming.
Results & Impact
1. A Seamless Experience Despite a Tight Timeline
Even with only two months to plan, ARE executed a polished, well-run event that exceeded expectations.
2. Stronger Attendee Engagement
Tech executives and rising leaders reported feeling more supported, more connected, and more inspired throughout the week.
3. Significant Operational Savings
ARE delivered notable AV and F&B savings through strategic optimization — without compromising experience quality.
4. Elevated Professional Identity
The conference’s updated production quality strengthened ITSMF’s positioning as the leading organization for Black tech leadership.
Why This Work Matters
Leadership development is not just about learning. It’s about creating environments where people feel seen, supported, and empowered.
This conference gave Black tech leaders a space to grow, connect, and lead with confidence and ARE ensured every operational detail reinforced that purpose.
