PRA Expands Central Services Leadership

CHICAGO, March 10, 2026 – PRA, a leader in business events and destination management, announced the promotion of Shannon Bates to Vice President, Experience Design, Central Creative, and Margot Irwin to Vice President, Event Production, Central Operations. They join Kristi Cline, Executive Creative Director, who continues to oversee the centralized designers.

These roles reinforce PRA’s differentiated central services model which sets enterprise-wide functional strategy and leads centrally deployed teams that support regional execution. This model enables consistency, scalability, and excellence in delivering complex programs to clients nationwide.

Shannon M. Bates Promoted to Vice President, Experience Design, Central Creative

In her expanded role, Bates will lead PRA’s strategic experience design capability, guiding proposal consistency, strengthening program strategy, and developing tools and training that elevate performance across markets. Bates will also lead a centralized team of experience designers deployed across regions, partnering closely with local teams to deliver high-impact client programs.

With more than 25 years of destination management and hospitality experience, she will continue to advance collaboration between experience design and event production.

“As Vice President of Experience Design, my focus is translating client objectives into experiences that are both inspiring and executable.” 

Bates shared in a statement

 “That means strengthening strategy, creating efficiencies, and ensuring what we design can be delivered seamlessly.” 

Margot Irwin Promoted to Vice President, Event Production, Central Operations

As Vice President of Event Production, Central Operations, Irwin will continue leading the enterprise-wide event production function and a centrally deployed operations team. The Central Operations team integrates with regions to deliver programs requiring specialized execution. In her dual role, Irwin will set operational standards while leading teams embedded across markets.

With more than 15 years of experience with PRA, and four years within central services leadership, Irwin has played a key role in strengthening operating procedures, driving alignment, and building a collaborative culture across the operations function.

 “Event operations are where the promise becomes real.” 

Irwin shared in a statement

“Central Operations allows us to integrate quickly with local teams and deliver exceptional experiences, particularly when complexity is high.”

Unified Leadership Built for Scale

PRA’s central services model connects local expertise with specialized creative, experience design, and operations teams. The leadership structure balances functional ownership enterprise-wide with the leadership of centrally deployed teams supporting regional delivery.

Together, Cline, Bates, and Irwin form an integrated leadership team—they guide their respective teams’ disciplines as well as the teams that support PRA’s regions nationwide. Their unified leadership ensures continuity, strategic oversight, and best-in-class execution for clients.

 "Central Services is a powerful differentiator for PRA.” 

Cline shared in a statement

“When creative, experience design, and operations are aligned, clients feel it in every moment of the attendee experience.”