November 6, 2018 Educational Program

November 06, 2018
10:30 AM to 1:30 PM
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The Palm Room
39 Keyes Ave, The Presidio
San Francisco, CA 94129


Change or Choke

The Masterclass

Change – THE word businesses fear, and people avoid.

Denial of change, fear of change and lack of acknowledging the need to change is the most fundamental cause for businesses to fail.

Confronting maybe? Let’s be honest we’ve all had experiences in business where leaders or even ourselves refuse or don't wish to change. Look at any business, which denies or refuses “change” and you’ll find a business that’s behind its competitors, has not reached its potential, has only ever been mediocre or worse… has had to shuts its doors!

Jennifer Trethewey Author of Change or Choke and Sara Grauf from The San Francisco Giants are a ‘dynamic duo’ … they present an interactive and energetic masterclass on how to manage change to drive growth in your business.

What you will learn

  1. Why we fear change and how to manage it
  2. How to develop a strong internal alignment model to build resilience in your team
  3. How to manage conflict through the change process
  4. How The San Francisco Giants successfully managed the change process
  5. Why you must personally must be a driver of change

The Masterclass

This 1.5 hour fast-paced and challenging session will give you a bundle of solid actions to take back to your teams to ignite them into action and create a process for change. It will also provide you with the tools to execute a strong communication process to make your business the envy of your rivals.



Sara Grauf, CSEP & ILEA International President

As the Senior Vice President of Event Strategy and Services for the San Francisco Giants, Sara is responsible for business development and operational management of all non-baseball ventures for the organization. Her focus is to identify business opportunities beyond the Major League Baseball franchise that increase the visibility and use of AT&T Park, Pier 48, The Yard at Mission Rock and other projects which leverage the organization’s resources and capabilities. 

During her tenure with Giants Enterprises, Grauf established and developed “The Giant Race” property, a road race which now boasts 20,000 participants annually in San Francisco and takes place in four markets. In 2013, Sara was responsible for conceptualizing, marketing, and implementing the first-ever commercialized public ticketing program for the America’s Cup.

Grauf is currently the President of the International Live Events Association and a member of the Board of Directors for Experience Scottsdale. Grauf also sits on the marketing committee for San Francisco Travel and is a member of the advisory council for California Polytechnic (Cal Poly) University’s Experience Industry Management Department.  


Jennifer Trethewey, CPM, CSEP, FAIM
ILEA International Presient Elect

She is author of the book Change or Choke, a highly experienced businesswoman, and a Change Agent. Jennifer’s passion has taken her around the world, coaching people and businesses on how to build strong internal alignment through the power of Culture Conflict and Change.

In 2007 after 20 years in the corporate world, she set up ‘change agency’ JTG Global. Working in Australia and the United States, she has built enormous credibility with business owners and operators, generating a strong robust network as well as long-term partnerships. Her journey is unique, her experiences vast and work ethic second to none.

Starting with Coles Myer the $3.2 billion Australian retail giant, Jennifer is highly trained in all aspects of senior management, operations, leadership, business analysis, customer experience, internal process, human communication and marketing. Her expertise in Culture Conflict and Change has led to senior roles with a diverse range of companies including The Macquarie Leisure Trust, San Francisco Giants, Equity Trustees, Drysdale Institute, Myer Department Store group and Service Systems Associates in Colorado. These companies have all valued and benefited from Jennifer’s experience.

She has a strong belief all executives have a duty to give back to their community; she is currently an Officer with the International Live Events Association based in Chicago and Deputy Chair of Maddie Riewoldt’s Vision which raises awareness for Bone Marrow Failure Syndrome, based in Melbourne Australia.

Jennifer is dedicated to people to help them achieve what they thought unachievable.


Charitable Giving Partnership - Raphael House


For the kick off education event, we are partnering our charitable give back program by supporting Raphael House. Please bring any donations such as item listed below:

  • New children's clothing and shoes
  • New children's toys and books
  • Birthday Party Supplies

Please bring any donations onsite to the ILEA-NCC November 6th Educational Program and we will make sure these are donated directly to Raphael House.  


San Francisco Film Centre Palm Room

The San Francisco Film Centre’s Palm Room with approximately 2,775 square feet offers a beautiful light filled canvas with Australian Eucalyptus wood floors, potted palms and adjustable track lighting to help create a unique atmosphere for you and your guests. With floor to ceiling French doors that open up to an adjoining private Spanish tiled covered veranda, guests can comfortably enjoy moving from our indoor to outdoor event spaces.

Deep Dive - You Get What You Give!


Please join us on Tuesday, November 6, 2018 at 9:45 am for a fun speed-dating game to help you get involved in ILEA-NCC. Many say, “You get what you give – so get involved!”   At this session, you’ll also learn about getting involved and how to become a leader in our local ILEA chapter with a little FUN speed dating with the VP's of Membership, Education & Programs and Communications.  You'll learn about the different committee roles that need volunteer support, which can lead to positions on the local Board of Directors and roles on ILEA International Committees with ILEA members from all over the world.  These are opportunities to learn and work with industry colleagues on projects of shared interest, which can lead to advancement in your business and personal life.  Don’t miss out!

Please email to join the Deep Dive before our Educational Program!


10:00am-10:30am ILEA 101 New Members, CSEP Q&A Session, & Deep Dive 
10:30am Attendee Registration
10:30am Networking Reception
11:30am- 1:30pm Educational Program & Luncheon



Event Sponsors








ILEA NCC Strategic Partners

Platinum Level


Silver Level





Bronze Level



 Media Partner


Affinity Partner


Click Here to View Event Attendee Roster's
(Members Only)



$75.00 Member Single Ticket
$85.00 after 12:00 am November 3
$60.00 Earlybird rate before November 1

$100.00 Non Member Single Ticket
$110.00 after 12:00 am November 3
$85.00 Earlybird rate before November 1