Tara Brashear is a Sales Manager at Shepard. Based in Atlanta, she’s been with the company since 2021.
How she got her start: Tara started her career in 1986 at Atlanta’s Ritz-Carlton Buckhead (now The Whitley Hotel), when the brand was still small with just seven properties, before Marriott’s acquisition. “It was quite different back then,” she recalls. During her time there, she became the first female Bell Captain for The Ritz-Carlton Hotel Company.
While living in California, Tara had the opportunity to dip her toe in the events industry when her stepmom, who worked at AmericasMart and was overseeing the California Gift Show, asked Tara to help out.
“She would have me come down to the Los Angeles Convention Center on the weekend during market, and I’d run the show office,” Tara remembered. “This gave me my first real experience in events and taught me valuable skills in managing exhibitors and handling inquiries.”
After 9/11 Tara decided to pursue a new career path moving from hotel hospitality to the trade show industry.
Tara spent nearly 14 years with a major event services company, but like many in the industry, her role was impacted by the COVID-19 pandemic. After a brief stint in healthcare tech, her stepmom again encouraged her to return to the events world—this time with Shepard.
Instead of applying online, Tara reached out directly to a senior executive she had met previously. “I emailed him my resume and hoped he’d remember me,” she says. The timing worked out, and after connecting with her future manager, Tara officially joined Shepard in December 2021.
Tara deeply values the energy and sense of accomplishment that comes with bringing events to life. “This industry has opened up incredible opportunities,” she shares enthusiastically. “I’ve been fortunate to explore destinations many never get to experience, connect with remarkable professionals, and be part of creating memorable moments. The collaborative spirit and creativity make even the most challenging days rewarding. It’s a unique community filled with passionate, talented people who truly make a difference.”
What she loves about Shepard: “I love the people that I work with,” she says. Tara speaks highly of her leadership team. “We really understand each other and have the same thought process on a lot of things.”
She particularly appreciates the variety that comes with her role on Shepard’s sales team. “Every day brings different opportunities and challenges,” she explains. “We work with events of all sizes and scopes. What makes us stand out isn’t just what we deliver, but how we deliver it. Our commitment to exceptional service is the real differentiator.”
How she builds strong client relationships: To Tara, it’s all about staying connected within the local community. Since moving back to Atlanta in 2006, she’s remained actively engaged in the regional events scene, serving on boards for industry associations and local convention and visitors bureaus.
“I believe in being proactively involved and creating meaningful connections,” she shares passionately. “Being present at industry gatherings and contributing to our professional community has been incredibly rewarding. These relationships enrich both my professional life and our company’s ability to understand and serve our clients’ needs.
How event sales have evolved: When Tara reentered the industry post-COVID, hybrid events were the norm. But now, she says, in-person gatherings are back in full force. “People genuinely value face-to-face connections,” she explains. What’s changed more recently are the planning dynamics; events are often being organized with more streamlined timelines, and clients are increasingly focused on creating meaningful experiences that deliver tangible results.
“Service is everything right now,” she adds. “Associations want their exhibitors to be happy, but they also need to know we’re here to support them too. That partnership is key.”
Memorable moments: A highlight from her time at Shepard was receiving the Circle of Excellence award in December 2023. “I was completely surprised during our sales meeting,” Tara recalls with genuine appreciation. “It meant so much because I truly love what I do—the recognition was an unexpected bonus. And yes, I couldn’t hold back the emotion in that moment.”
Where she finds inspiration: Tara finds inspiration in her passion for the industry and the supportive work environment at Shepard. “I appreciate the balance this role provides,” she shares. “The flexibility allows me to be present for my family when they need me, while still pursuing work that I find meaningful and engaging. Having that support makes all the difference.”
In her free time, she also loves college football—“I’m a big Georgia Bulldogs fan!”—and spending time with her friends.
The advice she’d give her younger self: “I’m grateful for the hands-on experience that shaped my career,” Tara says. “Starting in roles like administration and customer service gave me valuable practical knowledge. Looking back, I might have balanced that with more formal education opportunities, but those real-world lessons have served me well.”
“What matters most is that I’ve built meaningful connections and a fulfilling career,” she adds with satisfaction. “At this stage in my professional journey, I can appreciate both where I’ve been and feel excited about what’s ahead.
