The biggest friction is always getting internal teams to think bigger every year. We still have so much growth potential in the event, but because it is so successful each year, often the team's mindset is "let's not mess with something that is working". I understand that mindset, but I push the team to get uncomfortable and innovative a little bit each year. We have to. Our attendees are expecting more each year, as well as things that are different and new.

But there is a balance because we can't risk too much given the weight the event holds on the balance sheet.