A post-con discussion with Julia McDevitt, CMP (MPI Atlantic Canada Chapter), local host chair for theEVENT 2025 and owner/CEO and principal planner for Elm City Events in Fredericton, New Brunswick. (Banner photo courtesy Justin Dutcher Photography.)
What was your involvement with theEVENT?
I had the privilege of serving as the local host chair for theEVENT 2025, which meant I oversaw the entire attendee experience from a Fredericton perspective. My team and I managed every touch point from arrival to departure, coordinating transportation services, planning all social events, executing room drops across three hotels for three nights and designing the Fredericton booth activation. We also worked closely with our downtown partners to ensure the event's success.
Additionally, my company Elm City Events was chosen by MPI as the education contractor, so we also managed the entire educational program and worked directly with speakers to create a seamless experience for them. It was truly a comprehensive role that allowed us to shape both the local experience and the educational content.
How was the energy onsite? Were there any specific elements that you repeatedly heard participants praise?
The energy was honestly unlike anything I've experienced before—it was absolutely electric! Everywhere you turned, you heard incredible feedback from attendees. Fredericton's walkability was a huge hit, and you could see participants really taking advantage of that throughout the event. We intentionally incorporated authentic Fredericton experiences like live music, outdoor patios and walks across the iconic Bill Thorpe Walking Bridge—attendees embraced every moment. The seamless blend of professional development with our city's natural charm created this incredible buzz that just kept building throughout the event.
Can you share a favorite aspect of yours from theEVENT and why that was meaningful to you?
There were so many standout moments, but my absolute favorite was at Club 'Vous on that crisp fall evening. Looking around and seeing everyone genuinely enjoying themselves on the patio, then moving inside to witness attendees actually getting on stage with the live band and singing along, it perfectly captured what we were trying to achieve.
From a programming perspective, Mike Downie was absolutely incredible. He opened our conference with such energy and authenticity that he truly united us in a way we hadn't experienced before, making us all proud to be Canadian and part of this industry.
Did you encounter any challenges of note onsite?
Honestly, aside from some rain on the first night that kept us indoors when we had planned outdoor activities, there's nothing I would characterize as a significant challenge. The event flowed so smoothly, and any minor adjustments we needed to make were handled seamlessly by our team and partners.
Can you share any key takeaways—whether from speakers/sessions or behind the scenes?
Absolutely! So many valuable insights emerged from this experience. The importance of continuing to tell our stories as an industry, building and nurturing the community we have and always pushing ourselves to innovate, while never forgetting to have fun in the process. Seeing how our attendees connected not just with the content but with each other and with Fredericton itself reinforced that events truly are in our nature as humans, and creating these meaningful experiences is what we do best as professionals.
