Cynthia Serrano, CEM, CVP, has been named Deputy Director of the City of Fort Worth Public Events Department.

Serrano was promoted to Assistant Director (General Manager of Operations) for the Fort Worth Convention Center in 2021 and will continue her GM role there as the center is undergoing a $701 million expansion scheduled for completion by late 2029.

“Cynthia’s commitment to our team, tourism partners and clients during her 25-year tenure with the City has resulted in proven success for hosting convention business in Fort Worth,” said Mike Crum, Director of Public Events. “Her experience and deep knowledge of venue management will provide steady leadership as we transform the southeast quadrant of downtown with our center’s long-planned expansion and modernization.”

“I’m grateful for this opportunity to lead this center into its next exciting chapter,” said Serrano. “My priority is to remain focused on providing excellent customer service to our clients and guests while delivering a modernized facility to serve the Fort Worth community and visitors for decades to come.” 

Serrano achieved a Certified in Exhibition Management (CEM) credential from the International Association of Exhibitions and Events, and a Certified Venue Professional (CVP) from the International Association of Venue Managers. She holds a Master of Science in Advertising and Public Relations from Texas Christian University, a Bachelor of Arts in Interdisciplinary Studies from the University of Texas at Arlington and completed coursework in Public Administration from Texas Wesleyan University.  She has been with the City of Fort Worth since 1999 and has worked in several departments, including Finance and Community Relations.

IAVM is thrilled to announce Seton Hawkins, Director of Public Programs at Jazz at Lincoln Center, as the keynote speaker for VenueConnect 2025, taking place in New Orleans, July 27-31.

Attendees will experience a keynote unlike any other – one that blends compelling presentation, dynamic discussion, and live performance into a customized event that bridges the worlds of music and business.

This exclusive session will dive deep into the essential elements of Jazz, Blues, Swing, and Improvisation. More than a concert, this interactive keynote will use the live interplay between musicians to explore how jazz principles mirror the building blocks of effective teams, visionary leadership, and vibrant workplace culture.

A Soundtrack for Leadership and Collaboration

This unique presentation will use the structure and freedom of a jazz ensemble to highlight critical workplace themes:

• Respectful communication and cultural civility
• Diversity and inclusion
• Active listening and collaboration
• Balancing individual expression with shared goals

Through the artform of jazz, attendees will see in real-time how high-performing teams thrive under pressure, make space for each other’s voices, and deliver a polished product-just like a world-class ensemble.

Jazz fans are in for a treat! Hawkins will be joined by a Jazz septet composed of members from the Jazz at Lincoln Center Orchestra and local NOLA artists including: Walter Blanding (formerly of the Wynton Marsalis Quintet), Sisonke Xonti, one of Africa’s top saxophonists all the way from Johannesburg, South Africa, NOLA drummer Herlin Riley and the great NOLA clarinetist Doreen Ketchens! Together, they will demonstrate how the core concepts of jazz are more than music-they’re a blueprint for modern leadership and workplace excellence.

About the Speaker

Seton Hawkins serves as Director of Public Programs and Education Resources at Jazz at Lincoln Center, where he oversees Swing University, leads the Jazz Academy media library (the world’s largest free video library for jazz education), and designs corporate training workshops that merge music and management.

He is also a professor at the Juilliard School, the host of SiriusXM’s South African Jazz show on the Real Jazz channel, and a sought-after speaker on jazz, leadership, and cultural understanding. He holds an MBA from Babson College and a BA in Music from Columbia University.

Since earning IAVM’s 30|UNDER|30 recognition in 2023, Trevor Thomas has continued to advance in the sports and live event industry with impressive momentum. His trajectory reflects not only career growth but also a clear commitment to excellence and leadership at the highest levels of venue execution.

When Trevor received the award, he was working at UBS Arena, contributing to the successful operations of a major, newly opened venue in the New York area. In February 2024, he embraced a transformative opportunity and accepted a new position with the National Basketball Association (NBA). Now serving as Senior Director, Venue Execution & Logistics Lead, Trevor is based at the NBA’s Manhattan headquarters and plays a critical role in the planning and implementation of the league’s most visible and complex live events.

In this role, Trevor leads the facilities strategy and execution for a wide range of marquee NBA events. His responsibilities span NBA All-Star, the NBA Finals, the NBA Draft, NBA Global Games, and Neutral Site Games, along with oversight of venue operations for the Basketball Africa League (BAL). His expertise ensures that these high-stakes, globally broadcast events meet the league’s exacting standards for both operational excellence and guest experience.

The scope of Trevor’s work has grown exponentially, and his ability to adapt, communicate, and lead across international venues and diverse stakeholder groups has positioned him as a rising force in major event logistics. His transition from venue-side operations to league-side strategy marks a meaningful milestone in his career—a shift from managing single-site execution to overseeing large-scale, multi-location planning for global basketball fans.

Reflecting on his career shift, Trevor shares:
“Being part of the NBA’s marquee events is a dream come true. I’ve always been passionate about venue operations, but now I get to apply that knowledge on a global stage. Every event presents a new challenge, and I thrive on the pressure and precision it demands.”

Trevor’s story is one of continual evolution. From the local to the global stage, from venue management to international event leadership, he continues to push the boundaries of what’s possible in live sports production—bringing innovation, professionalism, and poise to every court he touches.

There’s still time – but not much – to make your voice heard!

As a reminder, IAVM has been actively advocating for a ban on speculative ticket sales – a deceptive practice where sellers list tickets they do not actually own, often before public onsale dates or confirmed inventory. This misleading tactic results in inflated prices, fan frustration, last-minute cancellations, and reputational damage to venues like yours.

Thanks to IAVM and other advocates, real progress is happening. On March 31, 2025, President Trump signed an Executive Order on Combating Unfair Practices in the Live Entertainment Market. It calls for:

• Stronger enforcement of the BOTS Act
• Upfront disclosure of ticket fees
• Coordination with states on deceptive resale practices
• Greater accountability from scalpers through tax compliance

Following the order, the DOJ and FTC launched a public inquiry into unfair and anticompetitive practices in live event ticketing. This is your chance to weigh in.

Comments are due by midnight (ET) on July 7, 2025. Submit yours here: https://www.regulations.gov/document/ATR-2025-0002-0002

All comments will be publicly posted – please avoid including any proprietary information.

Your input could help shape long-overdue protections for venues and fans alike. Don’t miss the opportunity to influence meaningful change in our industry.

What You Can Address in Your Comment:

• Your experience with speculative ticket listings
• The effect of deceptive URLs and fake ticketing websites that impersonate official box offices
• The impact of bots and scalpers on fans and pricing
• Lack of transparency around ticketing fees
• Recommendations for reforms to improve fairness and accountability
   

___________________________________________________________________________________________________________

A Sample Comment to Customize:

(Please make it personal-include real examples from your venue)

Submitted via Regulations.gov
Docket No. ATR-2025-0002
Comment on Competition in the Ticketing Industry
From: [Your Name], [Title]
Organization: [Venue Name] | [City, State]
Date: [Today’s Date]

As the manager of a [venue size/type] live entertainment venue, I write to support efforts to eliminate deceptive ticketing practices that mislead fans and damage trust in our industry.

Speculative ticket sales-where tickets are listed for sale before the seller owns them-routinely confuse and overcharge fans, often resulting in non-delivery or fraud. We’ve seen firsthand the frustration from patrons who show up with invalid tickets, believing they were legitimate.

Misleading websites and URLs used to impersonate our official site is another problem. Deceptive ticketing websites that use misleading URLs or ads to impersonate our official site trick fans into overpaying or purchasing from unauthorized sellers, all while appearing legitimate in search results.

Hidden fees are another major issue. Fans blame our venue for inflated prices, not realizing those costs are added by resale platforms. This undermines our reputation and relationships in the community.

We urge the DOJ and FTC to adopt commonsense reforms:

• Ban speculative listings unless the seller holds the ticket
• Outlaw the use of deceptive URLs and impersonator ticketing sites
• Require full price transparency from the outset
• Penalize deceptive resale practices
• Hold platforms accountable for removing false listings

Thank you for taking on this issue. It’s time to restore transparency, fairness, and trust to the ticketing marketplace.

Sincerely,
[Your Name]
[Your Title]
[Venue Name]
[City, State]
___________________________________________________________________________________________________________ 
Please submit your comment before July 7 and share this with colleagues. Every venue’s voice matters in this proceeding.
 

In accordance with IAVM policies and bylaws, the slate for the 2025-2026 Board of Directors is now available online. As in previous years, members will have an opportunity to cast their votes electronically.

Members can read about the candidates online during their leisure in preparation of casting their votes.

The ballot box will open June 30, 2025 and will close on July 18, 2025.  In the interim take advantage of the opportunity to read all about those individuals slated to lead the Association during the next year.