Prime Event Partners

Alissa Hurley

Alissa has spent the last 20 years helping organizations achieve their business goals and marketing objectives through meetings and events with an uncanny talent for coming up with unique strategies, prioritizing opportunities and dealing with the unknowns in complex situations. She brings a holistic perspective on the meetings and events industry based on her experiences as a corporate event professional, agency business leader and supplier. Alissa’s background includes senior management roles at Encore (FMAV), Lenos Software and Maritz Canada, where she was recognized for developing innovative client solutions while maintaining a dedicated focus on achieving strategic business objectives. Currently, as Vice President, Canada for McVeigh Global Meetings and Events (PRIME Event Partners), she leads a team of event professionals passionate about creating human connections. She believes in continuous learning and knowledge sharing. In 2016, Alissa became the first Certified Event Designer (CED) in Canada and the first certified instructor of the Event Canvas methodology in North America. She also spent 6 years as a faculty member for the Event Management Certificate Program at Mount Royal University. In 2019, Alissa was inducted into the Canadian Meetings and Events Hall of Fame as an Industry Innovator. She holds the Certified Meeting Manager (CMM) designation and has been an active member of Meeting Professionals International (MPI) for over 20 years.