Her Story
About Shannon
Shannon Rock, CMP, is a seasoned event management professional with more than a decade of experience delivering world-class experiences across convention centers, higher education institutions, and major sporting events. As Championship Special Events Leader for the PGA of America, she oversees the strategic planning and execution of high-profile events associated with premier championships, including the Ryder Cup, PGA Championship, KPMG Women’s PGA Championship, and Senior PGA Championship. Recognized for her expertise in hospitality, logistics, and stakeholder management, she is trusted to create exceptional experiences for players, VIP guests, sponsors, and partners on some of golf’s biggest stages.
Shannon began her career at the Albuquerque Convention Center, where she developed a strong foundation in hands-on event operations and discovered a passion for the industry. Her career path has included roles in convention centers, higher education, and sports event management, providing her with a diverse perspective and the ability to navigate complex projects with confidence. A graduate of New Mexico State University with a Bachelor of Science in Hotel, Restaurant, and Tourism Management, she earned the Certified Meeting Professional (CMP) designation in 2021, further demonstrating her commitment to excellence and professional growth.
Throughout her career, Shannon has built a reputation for integrity, calm leadership, and an unwavering commitment to delivering outstanding experiences. She believes success is rooted in teamwork, preparation, and maintaining composure in high-pressure environments. Dedicated to both her profession and her family, she values follow-through, genuine care for others, and being fully present in every aspect of life. Her ability to balance a thriving career with motherhood serves as an example to the next generation of women entering the events industry, whom she encourages to embrace hands-on learning and build their careers from the ground up.
Her Interview
Ten minutes with Shannon
01What do you attribute your success to?
I attribute much of my success to the people who believed in me early in my career, especially Jose Garcia, who gave me my first opportunity and became an important mentor. I also strive to remain the calmest person in the room because events rarely go exactly as planned, and maintaining composure helps teams navigate challenges effectively. Finally, I recognize that success is always a team effort, and I value the incredible contributions of the people I work alongside.
02What’s the best career advice you’ve ever received?
The best advice I have received is that I do not need to know everything, but I do need to know how to find the answers. I believe it is far more valuable to admit when I do not know something and then develop a plan to obtain the information. I continue to approach my career with curiosity and a willingness to learn.
03What advice would you give to young women entering your industry?
I encourage young women entering the events industry not to be afraid of starting on the venue side, whether in convention centers or hotels. Those hands-on experiences provide invaluable knowledge about logistics, operations, and guest experience that will benefit them throughout their careers. Beginning at the ground level allows you to better understand the challenges others face and ultimately become a stronger and more effective leader.
04What are the biggest challenges or opportunities in your field right now?
One of the biggest challenges in the events industry is that the planner side can be difficult to break into without foundational experience. However, this also creates an opportunity for professionals who are willing to begin on the venue side and learn the operational aspects of the business. Working on recurring championships and events that change locations every year provides tremendous opportunities for growth, adaptability, and continuous learning.
05What values are most important to you in your work and personal life?
Integrity and follow-through are among the values I hold most closely. I believe that your word is your currency, and I want people to know they can trust me when I say something is taken care of. I also value caring for both my team and the guests we serve, because creating exceptional experiences is what makes me feel successful. In my personal life, I value being fully present with my family and maintaining a healthy balance between my career and my role as a mother. I believe it is possible to thrive professionally while also embracing family life, and I am grateful to have found that balance.
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