Rachel LeRoyPhoto: Courtesy of HipMaps
How she got her start: Rachel LeRoy has always had an affinity for maps. As a kid, she would pore over an atlas at the kitchen table on her family’s Vermont dairy farm. She'd find herself fascinated by aerial photos and how maps conveyed a sense of place with a variety of designs. She went on to obtain an environmental science degree, where she learned how to make maps herself.
LeRoy used her map-making skills during her 15-year career designing vineyards in Northern California wine country. She eventually struck out on her own as a consultant, and knew she wanted maps to be the focus of her endeavors.
“It may sound strange, but I think maps are a great way to spread joy,” she says.
After being asked if she had ever made maps for weddings, LeRoy came up with the idea for what would eventually become HipMaps, which she initially launched in March 2020.
“A global pandemic was not in my business plan,” LeRoy quips. She regrouped and relaunched in July 2021. “I noticed that there was no way for an organizer to share their recommendations for the free time guests have when they are visiting an area that was branded and easy for the guests to use—everything involved scrolling through tons of reviews by strangers or being overwhelmed by all the choices shown on map apps.”
On the HipMaps app, attendees can "see their real-time location right on the host’s map, so they know where they are in relation to what is being recommended, read their host’s comments about each place (best barbecue in town!), and get directions," LeRoy explains, "so they can get to the right place at the right time for the organized events."
HipMaps now makes maps worldwide for business meetings and events, conferences, hotels, travel and tourism, and weddings. (Does it sound familiar? HipMaps was a winner in the 2022 BizBash Event Experience Awards.)
What innovation means to her: “It all starts with listening," LeRoy says. “Often people can’t tell you exactly what they need if it doesn’t exist yet; you need to see the big picture and understand their challenges and needs in order to fill in the gaps.” LeRoy adds that she is always seeking feedback, so she can update HipMaps to reflect the industry’s evolving needs and help fellow event profs evolve their products and services.
LeRoy also highly values collaboration. “When professionals collaborate freely and openly, ideas flow and innovative solutions naturally present themselves,” she says.
Memorable moments: “Honestly, every HipMap we design is memorable, because it makes us want to go visit that place!” LeRoy says. But one that stands out is the HipMap the company created for IMEX America in October 2022 in Las Vegas. “An attendee came up to our booth and gushed about how she was exhausted after the first day and had no energy to figure out where to go for dinner," LeRoy says. "She used the HipMap we designed for IMEX attendees and had a fabulous meal while watching the fountain show, which was on her bucket list. Our goal is to spread joy and help people have amazing experiences—I was so happy to be able to hear firsthand how we helped her have a wonderful time.”
Her vision for the future of the events industry: “I think technology has to play an even bigger role in connecting people, helping with the disconnect in what can feel like an impersonal digital world,” LeRoy says. “We can’t lose sight that people crave personal connection—incorporating the host’s personalized insights with their recommendations is the most popular feature of HipMaps. People want that curated extra touch that comes from real people, not a seemingly faceless company...I see collaboration leading the way."
