Experience at Experient: In a Changing Marketplace

Ed Shartar is the prime example of someone in the meetings business who is inclined to say, "This is not exactly what I started out to be."

Today, he's president and CEO of Experient which, with about $86 million in revenue last year and a staff of 700, is arguably one of the largest of the companies serving the meetings industry.

But it was just three short years ago that Shartar took over what was then called Conferon after spending 13 years with Coca-Cola, most recently as president and CEO of the soda company's Canadian subsidiary.

Shartar spoke with Contributing Editor Diane Taylor about how the company got to be what is now Experient, and what he sees for both its future and that of the meeting planning profession.

Question: You were an industry outsider when Experient hired you. Why did you take the job? And why is being an outsider an advantage?

Answer: I was interested in having responsibility for a total organization, not just a subsidiary. I knew that Experient was a leader in its industry and that its ownership was highly respected.

With regard to being an outsider, I felt that because my business career has given me exposures to many different business challenges, I believed such experiences would allow me to see what others may not see.

Q: How much time do you spend on the road?

A: About 60 percent of my time. Because of the travel schedule, when I am in Atlanta I try not to bring work home, and I reserve weekends for the family.

Q: What is the role of Bruce Harris, whose sale of Conferon to the private equity firm The Riverside Group led the way to the formation of today's Experient?

A: Bruce retired from his role as president last year, but he remains on our board and as a consultant. His involvement is great for us because of his considerable experience and passion for the company and the industry. Our board includes two members from The Riverside Group, two outside directors, Bruce and me.

Q: Companies, like Experient, that are owned by private equity firms are often acquisitive or are likely candidates themselves for acquisition. Do you see either in Experient's future?

A: We are not currently pursuing either path. However, we would never say never to either eventuality. Opportunities may come to us that would enhance our service to clients, and The Riverside Group may get an offer at a price they can't ignore. Right now, however, our mission is to run the company successfully.

Q: When you were hired, you had three cultures to assimilate: Conferon, ITS and ExpoExchange. How did you accomplish that?

A: All three companies were industry leaders, so we brought together their managements, determined that Experient would represent the best qualities of each. Together, we agreed on our core values, and each of us uses those values in our day-to-day decision-making.

Q: How is technology changing things for a company like Experient?

A: Instead of a group meeting once a year at a convention, communication via Internet can now be 24/7, 365 days a year. Attendees know what's available at a tradeshow before they arrive, and they can focus their time more effectively. Also, special interest groups can now be identified through the Internet, resulting in additional opportunities for meeting planners.

Q: Is the meeting planning marketplace changing?

A: I see, in our business, the key drivers for change being globalization and advancing technology. Experient has partnered with companies overseas to provide services needed by our U.S. clients and to help us with overseas clients having a presence in the U.S. And technology is enabling us to do many more things in terms of integrated solutions. We also see great opportunity in Strategic Meetings Management Programs, helping clients hold more effective meetings.