Leadership
APEX Event Network is led by a Board of Directors consisting of highly seasoned event professionals that are passionate about helping accomplished event and hospitality professionals find new career paths and opportunities, launch their own business, expand their network, mentor others, and learn new technology, leadership, and event skills.
Tim McGuinness has spent the last 30 years as a senior level executive serving both the profit and non-profit business sectors. In 2021 he launched Sterling Advisory Group and serves as Managing Director. Sterling is a full-service management company providing strategic counsel and project management services to associations and organizers of events conferences and tradeshows.
Prior to starting Sterling, Tim was Vice President of Global Events, Programs and Services at the International Council of Shopping Centers. His role included the management of ICSC’s global portfolio of events, including RECon the largest and most prestigious retail real estate event in the world.
In addition to ICSC, Tim served in leadership positions as the Executive Director of NYC & Company, New York cities’ official tourism and marketing organization and Vice President, Event Operations at Reed Exhibition Companies, the largest and most prestigious tradeshow management company in the world.
Over the years Tim has volunteered his time by actively participating and sitting on various boards, enabling him to give back to his profession and local community. He has served on several boards, including the International Association of Exhibits and Events (IAEE), NYC & Company, the Travel Industry of America, September 11th Tribute Center, and the Lower Fairfield County Food Bank to name a few.
Mr. McGuinness is also frequently asked to be interviewed by the media and participates as a speaker at conferences and events.
Secretary
Shelley’s career spans more than thirty years, leading strategic operations at several medical and scientific associations for their conventions, conferences, meetings and events. Her experience includes leading operations teams, vendor management, contract review and negotiations, managing hotels, convention centers, and service providers, and translating the strategic goals of meetings into operational reality.
With more than 35 years of professional sales, event management, and leadership experience, Dan Cole is a respected executive, writer, and speaker widely recognized for his expertise in sales fundamentals, revenue growth, and building high performing teams. Dan recently served as Senior Director of Sales for AVIXA’s InfoComm, and is the founder and leader of TSSNG Group, a community for event sales professionals. Prior positions include Senior Vice President of Strategic Relationships at the International Spy Museum, Senior Vice President of Trade Shows and Exhibits at Hargrove, Inc., and more than 16 years as Vice President of Sales for the Consumer Electronics Show (CES) and its parent organization, Consumer Technology Association (CTA).
With more than 35 years of professional sales, event management, and leadership experience, Dan Cole is a respected executive, writer, and speaker widely recognized for his expertise in sales fundamentals, revenue growth, and building high performing teams. Dan recently served as Senior Director of Sales for AVIXA’s InfoComm, and is the founder and leader of TSSNG Group, a community for event sales professionals. Prior positions include Senior Vice President of Strategic Relationships at the International Spy Museum, Senior Vice President of Trade Shows and Exhibits at Hargrove, Inc., and more than 16 years as Vice President of Sales for the Consumer Electronics Show (CES) and its parent organization, Consumer Technology Association (CTA).
He began his career in sales at Lanier Worldwide, followed by key roles at National Trade Productions, Advanstar, and Yellowbrix, building a broad foundation across exhibitions, media, and association driven business models.
Dan is an active industry contributor, serving on several advisory and research boards, including the Professionals for Association Revenue (PAR) Leadership Advisory Board, the Exhibitor Advocate Show Advisory Board, and the Center for Exhibition Industry Research (CEIR) Council, where he helps shape best practices and advance the exhibitions and events industry.
Throughout his career, Dan has earned multiple industry honors, including IAEE’s Most Outstanding Sales and Marketing Executive, the International Business Awards’ Most Outstanding Sales Executive, and recognition from Professionals for Association Revenue (PAR) with its G.O.A.T. Award. A trusted authority in sales strategy and leadership, Dan remains a sought after voice across the industry for organizations focused on sustainable growth and revenue excellence.
Events and Programming
Chris is a 40-year veteran of the events industry. For 25 years he led event strategy and the events team at the National Association of Broadcasters, producer of the NAB Show, consistently one of the 10 largest trade shows in North America. Before joining NAB, he led show operations and key functional teams at the Personal Communications Industry Association and the Food Marketing Institute. Chris also launched a show management services division for the for-profit organizer CMC.
Chris has developed and produced events across a wide range of industries, from wireless telecommunications to food, both in the United States and internationally. His experience spans events of every scale, from 50-person executive forums and 200-person conferences to major trade shows attended by tens of thousands. Today, Chris provides consulting and advisory services through his company, Level Up Event Strategies.
Chris earned a business degree from the University of Virginia and an executive master’s degree in general administration from the University of Maryland Global Campus. He is a former chairman of both the International Association of Exhibitions and Events and the Center for Exhibition Industry Research. His overriding passion is his family, wife Sherry, four children, and four grandchildren. He also enjoys travel, biking, hiking, tennis and golf, and is an avid sports fan (and huge lacrosse fan).
BJ is a seasoned business and sales leader with 40 years of experience spearheading the revenue growth for event management firms and service providers. She is currently the President and CEO of Tradeshow Logic, where she led the strategic growth of the company, ultimately leading to the acquisition by Messe Muenchen Company, a global trade show organizer.
BJ is a seasoned business and sales leader with 40 years of experience spearheading the revenue growth for event management firms and service providers. She is currently the President and CEO of Tradeshow Logic, where she led the strategic growth of the company, ultimately leading to the acquisition by Messe Muenchen Company, a global trade show organizer.
Prior to Tradeshow Logic, she led sales at GES, one of the largest exhibition service companies, and the Aaron Group, which became part of Champion Exposition Services and ultimately a Freeman company, another leading event service provider.