How to Leverage Event Consulting as a Career Pivot

April 9, 2025

Matthew Goodman

How to Leverage Event Consulting as a Career Pivot Matthew%20Goodman.jpeg

Matthew Goodman is a seasoned event industry professional whose career has spanned roles from trade show designer to operations director to executive producer for high-profile industry summits and expositions in New York; Chicago; Sun Valley, Idaho; Hong Kong; and Kuala Lumpur, Malaysia. He now specializes in and is available for consulting for B2C and B2B trade shows, summits, and business forums.

Like the throngs of others in our field, I methodically climbed the corporate ladder of success from one of the lower rungs. Much to my surprise, the return to work after COVID presented an incredibly fluid environment which allowed for dramatic planned—and unplanned—career pivots.

I helped to open the first trade show in New York at the Javits Center after the pandemic, and it was a period of quiet chaos and low-level lawlessness. It was kind of like working the wild west and is still a bit that way today. In this new environment of creating up-to-date rules on the fly and methodology dashing away, I took the gutsy chance to make a significant jump in my career from a manager role to executive-level positions through leveraging multiple consultation opportunities.

Let’s face it, not everyone landed a full-time position when they returned to event management after COVID hit our industry. As I navigated the great return of events, I decided to set up shop as a consultant to further my career goals of achieving more progressive positions within our industry.

How can you leverage event consulting as a career pivot? Here’s my advice for returning to the event management field as a consultant for positions that can either lead to extending your consulting portfolio or even going full-time with one of your clients’ firms.

Prior to Landing an Account

Remain open to doing anything within the industry and gain relevant training. Many posted positions eventually reveal they are for consultants, so don’t be so fast to turn these positions away if they aren’t full-time or similar to the exact job that you had previously. Be willing to travel to unfamiliar locations and work under unusual circumstances. Use these consultancy opportunities to strengthen your resume for future clients.
Network prior to getting hired by an organization with any vehicle possible, including holiday parties, industry meetups, attending other trade shows, and touching base on LinkedIn. Keep your website portfolio and LinkedIn site fresh and current. Get comfortable with public speaking and feeling out a room of when to approach a prospect to obtain information on an open lead. This is an art in itself.
Stay open to working outside of the industry to make extra money along the way. This is a great time to flex your muscles in the fields of bartending, waitering, being an adjunct professor, guest lector, or fashion model … and yes, I have done all of these on the side for extra cash!
Consider how to legally open your business. The process varies by state, but it usually involves selecting your business structure like being a sole proprietor or opening an LLC. You’ll need to know this information prior to signing contracts. For extra guidance, consult with a business attorney or accountant to understand the best option for you, depending on your business goals, potential liability and tax implications. Become savvy about how to get the best types of insurance you’ll need as a consultant.
Be careful about taking on volunteer positions since others are aware you are now more flexible with your time. It might sound nice to take on pro-bono work, or simply increase volunteer days at your kids’ school, but I caution you about safeguarding your time now that an employer is no longer around to protect the schedule of your valuable days and months.
Look your absolute best. It’s part of your new image. If you feel you need to work on a certain part of your physical appearance, now’s the time to lean into your inner voice and go for it to look sharp and marketable.

During the Agreement Phase Prior to Signing Contracts

Beyond agreeing on scope, fee, and time deadlines, obtain the firm’s entry terms if there are procedures for hiring. Understand your client’s terms while working, such as financial policies and procedures. Get a firm understanding of their departure terms, as some firms allow only for a certain time of consultancy and won’t keep you beyond this period. Keep your previous contracts on hand. Generally, if smaller companies are beginning to hire consultants for the first time, they may not have these types of contracts on file; they might rely on you to develop your own contract while dovetailing their end of the agreements.
Know how to charge and what the rates are for your skill set’s applicable scope. This will be a large focus of your contract and will impact your salary if you become a full-time employee should your consultancy become a “try and buy.”
Agree on how to measure results prior to starting the project. Your units of measurement will certainly be used when considering what to do with your services upon project completion.

While Under Contract

Adopt their look, talk like your team members and learn the key players — fast.
Leverage the fact that you aren’t bogged down by their many meetings as a non-full timer. This way, you’ll be able to get the job done in a streamlined fashion to show results in a timely manner. Be a co-creator in active partnership with internal stakeholders. Become a trusted advisor/industry expert to position yourself to add value to conversations and presentations. Help with upper tiers of management, as they may share other visions that are beyond the scope of the original project. This is the basis of long-term career consulting or going full-time that goes beyond the confines of a specific project.
Learn about their existing SOPs, KPIs and other internal documents prior to making performance analysis. This will give you a great vision of the inner workings of the firm to strengthen your work result.
Continue to network once on the job. Part of networking is finding out your client’s greatest need and seeing if you can fill that void. Get vocal about how you have achieved the goal and driven results, as well.
Practice impeccable personal manners, following etiquette with ease and professionalism. Ensure there are no grammar, spelling, or calculation mistakes in your work. This goes for artwork, as well. There should be no mistakes in PowerPoint presentations. Deliver perfect floor plans and excellent signage and graphics at your events.

Good luck and break a leg out there…it’s still show business!

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