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Sponsorship from a Sponsor's Perspective

Date: Aug 22, 2019

Session Description

Join three branding executives for a panel discussion on what factors are taken into consideration when choosing which events/properties to sponsor. Hear direct from the decision makers on what makes them want to sponsor an event and how they decide what level to participate in as well as what makes them return to an event and how they calculate ROI.

Panelists include:
Mackenzie Means, Southwest Airlines
Susan Renneisen, Seminole Hard Rock Hotel & Casino
Gregg Snowden, South Florida Ford

Moderated by Dawn Read, Seminole Hard Rock Winterfest Boat Parade

Susan Renneisen Susan Renneisen


Vice President of Community Affairs & Special Events, Seminole Hard Rock Hotel & Casino

Susan Renneisen is Vice President of Community Affairs & Special Events at the Seminole Hard Rock Hotel & Casino in Hollywood, Florida. She pre-opened the South Florida entertainment destination as an executive committee member and quickly established herself in the community. She is directly responsible for the Seminole Hard Rock Hotel & Casino’s reputation for hosting and producing extravagant events that are both remarkable and memorable. She has engineered several events, shows and festivals including the over-the top red carpet productions that the Hard Rock has become famous for producing. Her position additionally includes responsibility for all community and charity related event sponsorships and production.
Mackenzie Means Headshot Mackenzie Means


Experiential Marketing & Sponsorships, Southwest Airlines

Mackenzie Means is a Business Consultant in Experiential Marketing & Sponsorships at Southwest Airlines.He is passionate about bringing the Southwest Brand to life through local passion points in the communities Southwest serves. In his more than seven years at the airline Mackenzie has served as a strategist & analyst on key company initiatives such as the expansion of Dallas service, the opening of international terminals in Ft. Lauderdale and Houston, and the airline’s first foreign marketing campaign.Currently, Mackenzie leads Southwest’s local sponsorship and activation approach across the southeast region.Mackenzie holds a BS in Aerospace Studies, with focuses in Business Administration and International Relations, from Embry-Riddle Aeronautical University in Daytona Beach, Florida.
Gregg Snowden Gregg Snowden

Gregg Snowden

South Florida Ford Dealers

Gregg Snowden is a highly passionate Account Director for GTB, Ford &
Lincoln’s global marketing agency. He manages the South Florida Ford Dealers account with a thorough knowledge of the client’s business, the consumer, the marketplace and all aspects of advertising and marketing including creative, media, financials, research, and production. Gregg has over 19 years of marketing and advertising experience, of which 17 years has been completed at nationally recognized ad agencies. His eagerness to stay abreast of marketing trends has kept his clients at the forefront of social, digital and experiential marketing.
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