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S.2 Episode 4 Uncovering the Inc 5000 Event

We are joined by the VP of the Inc 5000 Event Breana Murphy. Tell us about you!

I’ve been doing this for almost 20 years. I started in Marketing, I’ve worked in Media my entire career. I’ve worked in the corporate marketing department, and I grew up there, we put on varying types of events. We did roadshows, tours, pop up stores.  I was there for 10 years. I worked for rolling stone and did stuff on the festival circuit. Then I ended up here as a freelancer. Was recruited by a friend of mine who worked in the industry and she needed someone to help produce the Inc 5000. This will be my 16th 5000 next year.

Tell us about the Inc 5000 event.

The Inc magazine is the premier magazine that services small business magazine.  Every year we publish the Inc 5000 list, the fastest growing small businesses in America. It’s a three day event that celebrates their achievement. It’s not easy to make the list. The folks there are people really excited to come and celebrate their achievement and be recognized for their hard work. Its rooted in content. Everything about our event starts with the content and how we can better empower our audience and readers.

1 day pre conference

2 day conference

1 day gala event.

Tell us about the conference.

The attendees are people who have made the list. Business owners. The speakers are generally other founders. We try to put on the stage notable founders, Mark Cuban to Ben Chestnut, people who have had remarkable success. Or we also do teachers, people who are inspirational. Our audience is across the industry so we don’t cater to any specific industry.

How many attendees?

Just shy of 2000

Where is it?

We move and try to keep it in resort areas. We are in San Antonio this year, coming up it will be in Scottsdale, then Palm Springs.

When it comes to the event, tell us about your process.

There’s two parts, multiple actually. We have the logistics side and the content side. Last week I sat down with my editorial team and my programming team and we brainstormed who will be the big names, who will be interesting, who will make impact, who is relevant, we made a laundry list of people we’d like to go after. That’s on the content side. On the logistic side, the floral plan, anticipating if we have enough rooms, our setup how we like it, keep our sponsors in line.

We have a lot of return sponsors because we deliver a lot. We give them a lot of ROI on their investment. If they keep coming back we are doing something right.

Tell me about the design.

We redesign. Every year we try to inject something new. What we did this year that was successful and unique was a session in the round. We do concurrent sessions and gave the options of really small pointed conversations with business leaders. 30 minute topics with a maximum of 10 people per table. Then they switched and moved tables. Or they could do a breakout session.

It wasn’t just providing them with keynote, it’s interactive.

And that is probably the note we get back most. How can we provide more networking opportunities and that is something we strive to do. We do a kick off networking before our opening session. We do purposeful networking. We do an in depth survey to drill down the content pieces. They are there to be inspired and they want to meet other people.

It’s lonely to be an entrepreneur. You get them in a room it’s amazing they start solving each others problems.

How much does a company need to grow to make your list?

There’s not a set number, you have to be in business for at least 4 years and you have to have over a million in revenue. The growth percentage ranges. Some grow 3000%.

Do you include the room and other things with the ticket?

The ticket is just itself. The marketing department handles that. We have a room block, almost 800 room nights reserved. We have a portal where they can book and get a discounted rate. We do not arrange for travel or pay for hotel.

Tell me about when you are doing the coordination and working with hotel, are you negotiating directly with them?

I work with an organization that I connected with a few years ago. Hotels for Hope. They help us negotiate the room block. I work with them because my contact there is amazing and because the process of managing that block is hard and I have a small team. That process is made turnkey with working with them.

What do they do?

Part of their commission goes to a charitable organization.

When it comes to pricing your ticket, have you had to move it around?

It has stayed, we have separate consumer marketing team that handles that. The price has been pretty consistent year after year. We have to keep in mind inflation. The industry average is 10% i do my best to negotiate that. But food goes up by 10%.

Tell me more about your programming.

I have an executive producer, I’ve worked with her for six years. We sit down and do a draft agenda. We do a lot of planning with our editorial team. We look at who is making waves or has something new coming out, something that will be relevant and topical. We start with key names we want to put in and we try to round out the content and make sure we hit all the notes. Talk about money, company culture, human resources, economically, we empower them to grow their businesses.

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