EDUCON 2025 IGNITES TRANSFORMATION AND INNOVATION  

Chicago, IL — JUNE 6, 2025 — PCMA’s edUcon 2025, held June 1 – 4 in Louisville, Kentucky, was filled with bold ideas, dynamic discussions, and a collective call to action toward PCMA’s 2030 vision, to be the platform for the global business events community. The annual conference brought together more than 800 international business events strategists, educators, and innovators to blend and craft bold new possibilities.  

Celebrating Hospitality Heroes and Giving Back to the Louisville Community
The heart of edUcon began with PCMA’s Hospitality Helping Hands initiative, where 47 volunteers helped beautify the Backside Learning Center. This nonprofit organization builds community and enriches the lives of backside workers and families at Churchill Downs. A $10,000 donation from the PCMA Foundation will support Churchill Downs’ community members.  

The Heroes of Hospitality award, sponsored by GES and the PCMA Foundation, was presented to two of Louisville’s hospitality heroes. Terry Badgett, a maintenance technician with Musselman Hotels, and Kimberly Rawlins, a sous chef with the Louisville Marriott Downtown, were each presented with a $5,000 check. Louisville Mayor Craig Greenberg recognized their contributions, underscoring Louisville’s spirit of service. The Heroes of Hospitality award recognizes front-line workers who exhibit positive and genuine values and embody the heart of hospitality through an extraordinary act and/or consistent performance that is truly above and beyond.  

Transformative Themes and a Global Vision
Sheriff Karamat, CAE, PCMA and CEMA President and CEO, and PCMA Board Chair, Neil Brownlee, joined Carrie Freeman Parsons in a fireside chat that emphasized agility, intentional leadership, and the importance of localized strategies within a global framework. Topics touched on AI, the vital role of EIBD, and the power of engaging the “now gen” workforce.  

“PCMA has set a bold path toward our 2030 vision. It is a vision that calls for transformation, resilience, and leadership,” said Karamat. “We cannot do it alone. As a global community, we must continue to challenge convention, embrace change, and lift one another up. Delivering on this better serves our communities. That is where our future lies.”  

Incoming Board Chair Kelly Ricker led a fireside chat with Imani Ellis, founder of CultureCon, on the power of meaningful connections. Ellis emphasized the importance of adapting to hybrid events, showcasing CultureCon’s “Work in Progress” digital series designed to help participants identify their unique creative perspective, supporting the year ahead with clarity and focus.  

Denim Richards, best known as his character Colby in the HBO hit series, Yellowstone, shared how his principles for crafting a personal brand as an actor and entrepreneur can be applied to business event strategists during his mainstage keynote.  

Innovation Takes Center Stage
Junior Tauvaa, PCMA’s Chief Business Officer, introduced the industry’s most recent AI-powered tool in partnership with dFAKTO. DestinAItor is a destination research AI tool powered with reliable and comprehensive data on destinations and venues from around the world, revolutionizing how event organizers make informed decisions. Through a partnership with Simpleview and Tempest, destinations can easily integrate their meetings and events data into DestinAItor.   

The latest advancements integrated into the Spark platform include upgraded processing, expanded language support to more than 35 languages, and two new modules focused on event planning and budgeting, from staffing to a timeline generator. SparkU, a new academic partnership program, bridges the gap between the classroom and real-world applications. Putting Spark in the hands of students not only prepares them for the future, it also empowers them to shape it. 

Education, Recognition, and Forward Momentum
Previously known as the Event Leadership Institute (ELI), the progressive training and knowledge resource now operates under the rebranded PCMA Institute, featuring new credentials and courses. Two new courses unveiled at edUcon include:  

Mastering Business Acumen for Event Professionals – this launchpad to strategic event leadership features real-world case studies and practical application. The course is designed to develop the strategic and financial skills essential for leading in the rapidly evolving industry.  

Sustainable Events Blueprint Certificate – the on-demand course prepares event strategists at all levels with the skills, tools, and insights needed to lead sustainability efforts. Outcomes include skills for designing events that align with global standards to minimize environmental impact and meet stakeholder expectations for responsible practices. 

Additionally, executive-level courses are being developed and aligned, starting with U.S.-based universities, which will ultimately provide additional opportunities for advanced professional development. 

A new recognition program, the Power Learner Award, was unveiled and presented to PCMA Institute’s first recipient, Nikkei Adeniran, Events Manager, Tithely, in recognition of Nikkei’s completion of the Event & Meeting Management Fundamentals and the Event Measurement & Analytics courses.    

edUcon Heads to Puerto Rico 
Incoming Chair Kelly Ricker and Board Chair Neil Brownlee wrapped up the event with a heartfelt call to action: “Let’s not lose this momentum.” They confirmed that edUcon 2026 will take place in Puerto Rico from June 21 to 24.