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Have you ever wondered what it takes to bring a tech event to life in multiple countries and cultures? For many event organizers, the idea of scaling globally is exciting yet daunting. Leslie Hitchcock, co-founder of the Resilience Conference and former Director of Events at TechCrunch, knows firsthand the unique challenges and rewards of scaling events internationally. From managing TechCrunch Disrupt in cities like London, Berlin, and San Francisco to launching new ventures, Leslie’s experience is a masterclass in executing large-scale global events.
Leslie Hitchcock is a trailblazer in event management with a focus on scaling tech-driven conferences. As co-founder of the Resilience Conference, she bridges defense and dual-use technology communities by uniting startups, investors, and policymakers. As former Director of Events at TechCrunch, she led TechCrunch Disrupt’s global expansion, gathering 5,000+ participants and attracting audiences from 80+ countries. Leslie’s expertise in scaling events makes her a recognized leader in international tech event production.
Tailoring Event Frameworks to Each Market’s Unique Landscape
Expanding an event like TechCrunch Disrupt into new cities isn’t as simple as duplicating the original formula. Leslie explained that understanding each market’s specific startup ecosystem, funding trends, and cultural nuances was essential to their success. For instance, while the Berlin event attracted attendees from 80 different countries, focusing on the central city hubs was key to drawing a diverse audience.
"In Berlin, we had attendees come from 80 countries! Startups are startups everywhere, facing similar highs and lows. But selecting a capital city allowed us to tap into a region’s unique energy, and the global interest was incredible."- Leslie Hitchcock
Action Steps:
Conduct Market Research: Examine the local startup landscape, investment trends, and major industry players to understand the market’s readiness.
Select Centralized Locations: Host events in the capital or central cities to attract a broader range of attendees from nearby regions.
Adapt to Regional Strengths: Tailor programming to emphasize sectors or technologies prevalent in the location, aligning with regional strengths.
Scaling Tech Events - Emphasizing High Production Value and Strategic Partnerships
One of Leslie’s secrets to creating impactful events lies in the quality of the production. For the Resilience Conference, she brought in the same technical director who worked with her at TechCrunch. By replicating TechCrunch’s professional stage design, audio-visual quality, and seamless back-end operations, Leslie ensured a polished, “American-style” production that impressed attendees used to more modest setups.
"One of our speakers commented that it felt like a ‘very American conference’—something they didn’t expect. The production quality was memorable and added to the experience." - Leslie Hitchcock
Action Steps:
Invest in Quality Production: High-caliber sound, lighting, and stage design elevate the attendee experience and reinforce the event’s professionalism.
Build Reliable Partnerships: Work with trusted vendors or partners experienced in delivering high-quality services in international settings.
Consistent Branding Across Locations: Maintain consistent branding elements like stage layout and session structure to create a familiar atmosphere, even abroad.
Short, Impactful Sessions with High-Caliber Speakers
A signature element of TechCrunch Disrupt, which Leslie implemented at Resilience Conference, was the emphasis on concise, information-packed sessions. Short panels and fireside chats—often no longer than 25 minutes—allowed high-profile speakers to communicate core ideas effectively. This format kept audiences engaged and gave speakers the space to delve into topics without overstaying their welcome.
"Most defense industry events are either trade shows or feature long, academic presentations. At Resilience, our short, dynamic sessions kept attendees interested and made it easy for speakers to get to the point." - Leslie Hitchcock
Action Steps:
Limit Session Duration: Keep sessions to 20–25 minutes for panels and fireside chats, optimizing for high engagement.
Prioritize Relevance Over Quantity: Select speakers who can deliver valuable insights succinctly, focusing on the most pressing topics.
Engage Independent Moderators: Use experienced moderators to steer discussions and maintain an energetic pace without unnecessary filler.
Making Time for Networking – The Key to Lasting Connections
Leslie learned from the first Resilience Conference that attendees wanted more opportunities to network. By expanding the event from one to two days and allocating more dedicated networking times, she could accommodate this critical aspect. With international events, where networking can lead to cross-border collaborations, creating these connections was essential for success.
"Attendees told us they needed more time to connect. Next year, we’re expanding the schedule to allow for more meaningful interactions." - Leslie Hitchcock
Action Steps:
Extend Event Duration for Networking: Increase the number of days or add longer breaks to foster organic connections.
Create Structured Networking Opportunities: Organize mixers, roundtables, or networking lunches to facilitate introductions.
Offer Dedicated Networking Spaces: Provide designated areas where attendees can comfortably meet and converse between sessions.
Building Flexibility into the Schedule for Unexpected Changes
From TechCrunch to Resilience, Leslie experienced the unpredictability of international event scheduling. At the first Resilience Conference, she quickly learned the importance of flexibility when they had to add an extra half-day to accommodate speakers’ availability. This lesson reinforced the need for adaptable schedules in international event planning.
“We expanded the conference to include half a day of content when we realized key speakers could only attend on specific days. Flexibility is key." - Leslie Hitchcock
Action Steps:
Plan for Extra Content Days: Consider building buffer days into the schedule, allowing for additional sessions if needed.
Anticipate Regional Event Overlaps: Monitor other major events in the area to avoid schedule conflicts with high-profile events.
Communicate Schedule Flexibility to Stakeholders: Keep speakers, sponsors, and attendees informed of any potential shifts to manage expectations.
Conclusion
Leslie Hitchcock’s journey from TechCrunch Disrupt to the Resilience Conference provides invaluable insights into scaling events across borders. By combining high production quality, concise programming, and ample networking opportunities, Leslie has mastered the art of creating meaningful, impactful events that resonate globally. Event professionals looking to expand their reach can apply Leslie’s strategies to create experiences that go beyond logistics, fostering connections that leave lasting impressions.
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