Do It Scared: Betting Big and Building Community

In this inspiring episode of What One Thing, Smart Women in Meetings award winner Shameka Jennings, chief events officer at Events Noire, shares how betting on herself—and doing it scared—became the foundation for a thriving career in impact-driven event strategy.

Host JT Long sits down with Jennings to explore her journey from college campus events to building a successful business rooted in community, diversity, and purpose. She breaks down the IMPACT Approach she uses to design intentional experiences, explains how AI has become a powerful tool in her workflow, and reveals how manifestation (and a silent day in Bali) helped shape her goals.

Listeners will walk away with actionable insights on aligning events with long-term business outcomes, inviting attendees into the process, and trusting their own voice—even when the next step feels uncertain.

Transcript

JT LONG
Welcome back to What One Thing, a Smart Meetings podcast that provides you with a shortcut to the top of the events world by asking successful people what made the difference in their careers and lives. I’m JT Long, vice president and content director at Smart Meetings, and today we’re learning about the power of community from Smart Women in Meetings Award winner Shameka Jennings.

Shameka is the owner and chief events officer with Events Noire, where she specializes in impact—whether through site selection, contract negotiation, or full-service logistics. Welcome, Shameka.

SHAMEKA JENNINGS
Hi, JT. Hi, everyone. Thank you so much for having me. I’m really excited for the opportunity to talk with you, share my “one thing,” and probably a few other things, too.

JT
We’re definitely going to do some sharing today. Thank you for being here—it’s going to be fun. So first, I want to know how you got to where you are today. What was little Shameka like? Were you carrying a binder of BEOs to kindergarten?

SJ
I didn’t have a binder of BEOs, but I did have a spirit of wanting to connect people. I didn’t know how to name it back then—I didn’t know it could be a career—but I’ve always been passionate about bringing people together.

In high school, I hosted Iron Chef dinner parties. My parents were really gracious and let me use the house to invite friends. I’d give them ingredients and ask them to make an appetizer, beverage, entrée or dessert. I’d decorate the house and make it a whole thing.

That evolved in college, where I joined the student activities board. Planning events there was an amazing experience. My undergrad campus had some racial tension, to be honest, but the one time I saw everyone come together was during our events. I realized how powerful that was.

My mentor in college introduced me to events as a profession—and that was the beginning of everything.

JL
So what started as a creative outlet became something more intentional.

SJ
Exactly. I didn’t even realize the safe spaces I was creating. But for one or two hours at a time, people could enjoy each other, celebrate differences, and find connection. That was huge for me.

JL
You describe yourself as an “event strategist.” How do you define that, and why does it matter?

SJ
To me, being an event strategist means being impact-focused. It goes beyond logistics—although those are still critical—to align events with broader business and strategic goals.

I think about ROI, ROE, ROR—all of it. I want to design attendee experiences that aren’t just engaging for three or four days, but for 365. It’s about long-term growth and sustainability.

Event strategists are leaders. They drive purpose, not just execution.

JL
Where did you learn to do that—and can anyone?

SHAMIKA:
Anyone can do it. That’s actually something we frame at Events Noire. We use what I call the IMPACT Approach. It’s a framework for how we plan:

• Infuse innovation
• Make events member-centric
• Partner with the community
• Adopt adaptive revenue strategies
• Cultivate diversity and inclusion
• Tailor content and curation

It’s our north star. I even created a little guide to help others learn how to integrate it. Because events aren’t just about cocktails and décor—they’re about real transformation.

JL
You also offer fractional chief events officer services. How do you give clients just “a fraction” of you?

SJ
They still get 100% of me—it’s just not full time. If a company doesn’t need a full-time senior events executive, I come in on a project or part-time basis. I still help drive the mission and complete the goals.

That said, I don’t respond to 2 a.m. texts. You can send them, but I’ll reply in the morning. I’m working on setting those boundaries—trying not to schedule things in the middle of the night anymore!

JL
I could learn a few tips on boundaries myself.

You and I were both at Smart Woman Summit in Chicago five years ago. I remember you were on a panel and said you were going to start your own company. What made you take that leap?

SJ
I’ve always had an entrepreneurial spirit. I knew I’d start my own business eventually—just didn’t expect it to be then.

I was working with an association that only had one major event a year, so I had time to support other clients. Then COVID hit, and my role was eliminated—but I already had those other clients, some virtual. I also love technology, which helped me grow my business during the pandemic.

That pivot helped me sustain the company. I’m three years in now, and it’s been such a blessing.

JL
You mentioned loving technology—does that include AI?

SJ:
Oh yes, I love AI! I use it all the time. It’s like having a thought partner. I’ve trained my AI tools to understand my tone and voice, so when I need to draft emails or revise abstracts, it reflects me.

I also use it to get signage suggestions, reword session descriptions—you name it. It saves time and still delivers a polished result. If anyone’s nervous about it, I say just try it. It’s an asset, not a hindrance.

JL
We just got back from the Innovation Experience—remember Sophia, the humanoid robot? AI is evolving so fast.

SJ
It really is. And even outside of events, I’ve used it to hit personal goals. I asked it for 100 grams of protein a day—boom, it gave me meal plans. There’s so much you can do. Even if you're unsure about using it professionally, start small, in your personal life. It builds comfort and confidence.

JL
You also talk a lot about manifestation. Can you share what that means for you?

SJ
Yes! I had a beautiful manifestation moment recently in Bali. I was there during their National Day of Silence—no Wi-Fi, no TV, just quiet reflection. I thought about my personal and professional goals and made a plan.

One of the things I manifested was to be a guest on more podcasts. I came home, reached out—and got a bunch of yeses. That’s how I ended up here, talking to Smart Meetings. It started with intention and action.

JL
We are a result of manifestation. Love that. Our producer Eming is smiling right now.

SJ
I love it!

JL
So let’s go back to your event strategy. You’ve talked about the power of diversity and community. How do those elements help events thrive?

SJ
Community is everything. Your attendees are spending time, money, energy to be with you. Invite them into the process—ask what they want to see. Build with them.

It could be something small, like letting them contribute songs to a conference playlist. When people feel included, they invest emotionally. They become advocates. They let their guard down. That creates joy—and that joy elevates the whole experience.

JL

And that’s just a normal Tuesday for you?

SJ
It really is. Events are transformational—not just economically, but personally. My goal is for people to leave different than when they arrived. I want them to spread the word, to go home saying, “That changed me.” That’s what we’re building.

JL
So now, the question we ask every guest: What’s your one thing that made the most significant difference in your life and career?

SJ
My one thing is betting on myself—and doing it scared.

I refuse to be the one who tells me “no.” Anyone else can say no, but I won’t block myself. Even if I don’t see the results right away, I trust that planting seeds now will lead to growth down the line. I always bet on me.

JL
Powerful. Thank you so much, Shameka—for your time, your wisdom, and for being such a bright light in the Smart Meetings community. You’re a brilliant event boss, and I learn something from you every time.

SJ
Thank you so much. I appreciate Smart Meetings so much—thank you for having me.