Sharon, you’ve started five businesses. What draws you back to entrepreneurship again and again?

For me, it’s the challenge—and the possibility. I love seeing a need in the market and asking, “What if I can fill that?” There’s something magical about taking an idea, shaping it into a business, and offering a solution that the world actually needs. That moment when you see your concept turn into something real—that’s what keeps me coming back.

"Entrepreneurship is where your creativity meets a real need—and that’s thrilling."

How is technology—especially AI changing live events?

In a big way. Attendees expect seamless, tech-integrated experiences because that’s what they’re used to in their everyday lives. They want fast answers, interactivity, and personalization—and if our events don’t deliver that, we fall behind. As event producers, we’re being pushed to stay current with AI and tech trends to meet those expectations. It’s challenging, but also really exciting.

You’ve been in business since childhood. What’s the biggest lesson you’ve learned over the years?

Trust your intuition—and follow your plan. I’ve always been a list maker and a planner, even as a kid writing on lined paper with a pencil. Now, those habits are the backbone of my business. Staying organized, being methodical, and believing in your gut instincts—that combination can carry you through the hardest times.

And finally, what will you be looking for in BASA Awards entries? What makes a 10/10?

Honesty. I don’t need a polished story about how amazing everything is. I want to hear the real journey, what didn’t work, what lessons were learned, and how the business owner adapted. I respect companies that are transparent about their challenges and show how they plan to improve. Success is great, but what really moves me is resilience and authenticity.

"Tell me how you overcame, not just how you succeeded."