At a time when traditional media companies are confronting challenges from digital competitors and cries of “fake news,” the Los Angeles Times is doubling down on events as a way to unify a community. Leading the way is vice president of public affairs and events Suzy Jack.
Jack’s passion for public service initially led her to Los Angeles City Hall, where she became the city’s youngest deputy mayor and later a deputy controller. Events—such as mayoral State of the City addresses, community forums, and the state’s first same-sex wedding ceremony—were a significant part of the job.
In December 2014, Jack joined the Times as vice president of projects. She began developing and securing funding for an ambitious slate of initiatives to engage new audiences with the 130-year-old institution.
Jack, 33, has since expanded her position to oversee 90-plus events and coordinate a variety of public programs that seek to advance media literacy and education.
Most recently, the Times launched of a new food festival, Food Bowl, running the full month of May. The idea is to celebrate the city’s diverse food scene and combine dining experiences with raising awareness about food waste and hunger. The paper is billing it as the city’s largest culinary event to date, and it comes in addition to other Times food events such as the Labor Day food festival known as the Taste.
The newspaper plans more than food events. More than 20 years ago, it founded the Festival of Books, which is now the largest literary festival in the country.
According to Jack: “As traditional sources of revenue have decreased, events have provided us an opportunity to grow our audience, develop creative new ways to partner with clients, and help fund our journalism.”
Back to the Most Innovative People in Events and Meetings list
