There’s a lot that happens behind the scenes of a well-run event that clients never see but absolutely feel. From the moment a contract is signed to the final day of tear-down, Account Production is the team at Shepard responsible for making sure every client’s commitment is met, every detail is communicated, and every show runs the way it’s supposed to. It’s a department that operates largely out of sight, but its impact shows up in every corner of your event experience. We sat down with Amanda Sparkman, Director of Account Services at Shepard, to pull back the curtain on what this role really looks like and why having a dedicated AE is one of the most critical components of a successful event.
So, what exactly is account production?
At its core, Account Production is the department within Shepard focused solely on fulfilling show organizer needs. The AP team takes a show from an idea to reality, managing budgets, timelines, and every moving piece in between, serving as the liaison between the client and Shepard Operations.
Without that dedicated layer of oversight, things can fall through the cracks quickly. Details get missed, communication slows down, and the focus on client needs gets diluted across a team with competing priorities. Account Production exists precisely to prevent that, giving clients a team whose only focus is the success of their event.
A day in the life of an account executive
Ask any AE what their day looks like, and you’ll quickly realize how much is happening behind the scenes. Client meetings, internal coordination across Shepard departments, collaboration with the creative design team, communication with facility contacts and third-party vendors, it’s a role that requires constant attention to detail and an ability to keep many plates spinning at once.
But some of the most important work never makes it onto a client’s radar and that’s by design. Account Executives spend a significant amount of time organizing, transcribing, and communicating every detail noted by the client, making sure the people doing the work on-site have exactly what they need. From tracking warehouse hours to pre-testing graphics before they’re loaded onto show trailers, the AE is the connective thread that sets a show up for success before it ever hits the floor.
“Focused pre-planning efforts are crucial to make sure client expectations are established and adhered to,” Sparkman explains. “The Account Executives work tirelessly to make sure that the people that do the work at show site are provided with the correct details.”
To keep it all running consistently, Shepard’s Critical Path is a standardized set of guidelines and SOPs that serves as the roadmap for every event’s production timeline, helping both AEs and clients stay aligned on deadlines and milestones from day one.
“The Critical Path helps Account Executives and clients alike stay on track, ensuring that we are meeting proper deadlines, and those benchmarks are set forth by ideal Shepard production timelines,” Sparkman explains.
While the Critical Path is standardized across all of Shepard’s markets nationwide, it’s not a rigid, one-size-fits-all approach. It can be expanded or accelerated to meet the specific priorities of each event, making sure Shepard is always moving in step with the client.
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Why a dedicated AE is essential
There’s a meaningful difference between having a point of contact and having a dedicated Account Executive who is fully bought into your show. One checks boxes. The other owns outcomes.
A dedicated AE is a client’s boots-on-the-ground resource from pre-planning all the way through close of show and beyond. They’re present in meetings, on-site during installation, and in constant communication to make sure everything is tracking the way it should. When issues come up — and they always do, the AE is there to troubleshoot in real time and keep the client informed every step of the way.
“Bringing peace of mind to clients is something we strive to do,” Sparkman says. “Having one less area to oversee can alleviate stress for our clients.”
That peace of mind starts from day one. Clients can expect their AE to walk them through the production timeline, establish clear deadlines and communication practices, and provide regular updates on invoicing and deliverables. As planning progresses, the AE manages everything from registration buildouts and attendee experience to exhibit floor programming, move-in and move-out schedules, and sponsor fulfillment, all while keeping graphic proofs and budget approvals moving on Shepard’s 24-hour response standard.
A partner, not just a project manager
What sets a great AE apart goes beyond logistics. It’s the willingness to truly understand what a client is building and to show up for it.
“I take the time to understand the objectives of every area on the event site,” Sparkman shares. “From walking in the door at registration, to a client’s main show floor booth installation, to the signage and branding of a facility, everything makes a large impact on the attendee experience.”
That level of investment means clients are never navigating the process alone. An AE brings not just organizational support, but subject-matter expertise, advising on timelines, capabilities, and labor expectations, and drawing on the full resources of the Shepard team when needed. It’s a relationship built on collaboration and trust, and one that ultimately shows up in the quality of the event itself.
“As an AE, I enjoy the creative problem solving that this role brings,” Sparkman adds. “And part of that is collaboration and trust between myself, my clients, and the Shepard team at large.”
The bottom line
Account Production is one of the many ways Shepard works behind the scenes to deliver exceptional events. And your Account Executive isn’t just a project manager, they’re a partner, an advocate, and a subject matter expert who is genuinely invested in the success of your show.
Curious about how Shepard’s Account Production team can support your next event? Let’s connect.
