Tyra D. Dyson, CMP, DES, served on the Democratic National Convention Committee (DNCC) as associate director of convention center experience. Meetings Today connected with Dyson to learn about her experience attending this year's Democratic National Convention (DNC), as well as what planners could take away from the event.
Behind-the-Scenes at the DNC: A Q&A with Tyra Dyson
As a meetings industry professional, what is your biggest takeaway from attending the 2024 Democratic National Convention (DNC)?
I would first like to mention that this was my first time attending the DNC and being involved in the planning of any type of political event—and it was an experience I will never forget. Thanks to the great leadership of Jaime Harrison, DNC chair; Minyon Moore, DNCC chair; and Alex Hornbrook, executive director, DNCC.
My biggest takeaway from attending the 2024 Democratic National Convention was witnessing the remarkable ability of the DNC to keep its audience motivated and laser-focused on a singular goal: defeating Donald Trump. From the lead-up to the convention through its final moments, the strategy was clear—engage, energize and maintain momentum.
Each speaker built on the last, creating a seamless and dynamic flow that kept everyone energized. One standout moment was incorporating a celebrity DJ for the roll call—an innovative and engaging touch.
What truly made this event special, however, was the overwhelming sense of unity. Every attendee shared the same mission, goals and beliefs, fostering a palpable synergy that elevated the entire experience. It felt as though we were all operating as one, with a collective voice that amplified the energy in the room. I have no doubt that this sense of excitement and commitment resonated with those watching from home, making the convention feel inclusive and inspiring on every level.
What challenges did you observe at the DNC that you hadn’t considered in your own planning, and how might you address them in the future?
Managing security in partnership with the Secret Service at the convention center where the council and caucus meetings and Expo took place was the biggest challenge. Ensuring safety is always a top priority, but the scale and complexity of security at the convention center was on another level, especially since the events taking place there were open to the public without requiring pre-registration. This heightened the need for very tight security, which, given the high-profile nature of the event, was expected.
However, unlike my previous experiences working with the Secret Service, where protocols were seamlessly integrated without disrupting the attendee or staff experience, the constantly evolving security procedures at the DNC posed challenges. Security measures changed daily, often without much notice, and these shifts led to last-minute programming adjustments that were difficult to manage.
To address these issues in future high-profile events, I would implement more stringent pre-event security measures. Specifically, I would make the event invitation-only, requiring advance registration and comprehensive security checks. This would help streamline the process and allow for better planning.
Additionally, I would designate convenient, secure entrances for vetted staff and volunteers, with clear procedures in place to ensure they can carry out their responsibilities without unnecessary delays.
By adopting these more-controlled security measures, I believe we can develop a security plan that is less disruptive, more efficient and ultimately creates a safer and more enjoyable experience for everyone involved, including the Secret Service team.
[Related: Key Takeaways for Meeting Planners From the 2024 Democratic National Convention in Chicago]
What did attending this year's DNC teach you about the execution of your own events, from a logistical standpoint?
Attending this year’s DNC reinforced several key lessons for executing successful events, particularly from a logistical perspective. One of the most important takeaways was the value of having a well-structured program that maintains momentum.
Good presenters who can tell a compelling story keep the audience engaged and ready to act by the end. Incorporating elements like music, skits or props to highlight key points adds variety and helps break up the monotony of back-to-back speeches, enhancing the overall experience.
I also underscored the vital role communication plays in executing events smoothly. Leadership emphasized the importance of consistently asking questions, which reinforced the need for open communication across all departments, regardless of individual roles.
Our weekly operations meetings were particularly crucial in this regard, ensuring that everyone understood how their tasks aligned with the broader event strategy. These meetings fostered collaboration and efficiency, allowing us to address questions and spot potential challenges early.
By identifying potential issues early on, we were able to develop proactive solutions, which contributed to smoother logistics and a more-seamless overall execution. From my behind-the-scenes perspective—beyond what was visible on TV—it was clear that these meetings played a crucial role in the convention’s overwhelming success.
How did the DNC handle attendee engagement, and what strategies did you find effective that you might apply to your meetings?
The DNC excelled in attendee engagement, and several of their strategies stood out as highly effective.
One key area where they truly shined was in leveraging their digital team to create a vibrant online presence and an engaging community of like-minded individuals through social media. They not only built this presence themselves but also empowered the staff to actively participate in engagement efforts. By curating content for staff to share with their own audiences, they broadened their reach and tapped into new networks, giving them direct access to wider communities—a brilliant approach.
One standout example was a special call featuring DNC Chair Jaime Harrison and Vice President Kamala Harris, which staff were able to share on social media. Attendees had to register for the call, allowing the DNC to generate leads and keep them engaged beyond the event.
Additionally, the roll calls on day two were such a hit that the digital team created a Spotify playlist based on it, which staff were then encouraged to share. This kind of organic, interactive engagement kept the audience excited and connected throughout the convention.
While I already help my clients build engaging online communities and involve attendees, speakers and stakeholders, the DNC’s approach to involving all staff in the engagement process was particularly inspiring. Having the entire team invested in the company’s success, and equipping them with specific content to share, can significantly broaden the reach and enhance brand awareness in a natural way. You never know who within a staff member’s network might be interested in your organization’s services or events.
To adopt this strategy, employers could create incentives or contests to encourage staff participation, such as awarding the team member who shares the most content or recognizing the most creative use of company materials. This not only increases engagement but also fosters a sense of ownership and excitement across the entire organization, making the event a true collective effort. The possibilities are endless, and the impact on attendee engagement could be transformative.
[Related: What Meeting Planners Can Learn From the Republican National Convention in Milwaukee]
Did the DNC incorporate any new technologies or tools that you think could enhance the meetings and events you plan?
Yes! The DNC’s use of new technologies and tools was particularly impressive and has given me ideas for enhancing the meetings and events I plan.
I've long been an advocate for involving influencers in conference marketing, even featuring them as speakers, because of their powerful reach and impact. Since 2019, I've emphasized the importance of offering more digital content, as people now consume information very differently, with social media playing a key role in everything from news to health advice—and even political decisions.
The DNC's decision to invite over 200 content creators and influencers to cover the convention for the first time in history was a game-changer. It showed they truly understand how people today trust influencers even more than traditional authority figures like parents or pastors. These content creators have large, loyal audiences who trust their recommendations, and giving them access to the DNC allowed the event to reach new global audiences, particularly younger voters who might not have been engaged with politics before. Instead of tuning into CNN or MSNBC, they could simply follow their favorite influencers—brilliant!
Another innovative move was the real-time sharing of event highlights, like the roll call playlist on Spotify. This kept audiences engaged throughout the event and provided a memorable takeaway, especially for virtual participants.
Incorporating similar tactics into my own conferences, such as offering real-time highlights or exclusive content, would be an excellent way to maintain attendee engagement and offer value long after the event ends. These strategies—inviting influencers to participate and using real-time digital takeaways—are especially relevant for virtual or hybrid conferences, where maintaining engagement can be challenging. I’m excited to integrate these approaches into future events to create a more dynamic and far-reaching experience.
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