How We Make Moments That Matter
Inside Live Events: Your Playbook for Mastering the Experience
Inside Live Events serves as a comprehensive playbook outlining proven methodology for creating impactful, meaningful live events. Drawing on Freeman’s decades of experience, the book serves as a quick reference for events industry veterans while equipping newcomers with practical insights and actionable strategies for creating successful live events and thriving careers.
“At Freeman, we believe investing in talent strengthens our entire industry. This book reflects our commitment to attracting, developing, and retaining top talent at every career stage. By sharing knowledge and creating opportunities for growth, we’re empowering the next generation of event professionals.”
– Janet Dell, CEO of Freeman
The Authors
Bob Priest-Heck
Bob is a known as a visionary leader of people and events. His 35+ years of experience across industries, technologies and geographies brings a forward-thinking view on people development, business and career strategies, and the evolution of the live events industry at large. Bob has distilled his deep expertise and leadership know-how into practical, actionable advice applicable to career success no matter where you are in your career.
Carrie Freeman Parsons
Carrie grew up in the business, and as the third generation of Freeman leaders she employs deep industry knowledge and forward-thinking strategies that drive human connection and amazing brand experiences. She continues to drive the industry forward and and provide future generations with the skills to succeed in the live events industry.
What People Are Saying
“Offering steps to create meaningful connections and impactful experiences for event professionals at any stage of their careers, the book breaks down the power of live events into a four-phase methodology: getting started, designing the plan, building the plan, and reviewing and improving.”
Trade Show News Network
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“[The book] explains that event planning is a multifaceted art beyond mere aesthetics. It’s about creating immersive journeys that resonate with the audience, provoke change, and have a lasting impact.”
Skift Meetings
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“The book focuses more on the design and execution of events after the decision to organize the event has been made, not what the authors call the foundational work of determining the event’s concept, purpose and dates.”
Prevue Meetings
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“Inside Live Events shares valuable tips and techniques inspired by the proven strategies the Freeman company has used successfully for 97 years. The book combines practical advice with firsthand stories that highlight the excitement of working in live events.”
Exhibitor Online
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Order Today
Inside Live Events: Your Playbook for Mastering the Experience is available at all major booksellers.
For bulk orders
Greenleaf Book group
For more information about the book, email
Interested in a career in live events?