Our Work

Breaking New Ground at the Fort Lauderdale Convention Center

The South Florida team was engaged to create a distinctive annual sales kickoff experience for a leading pharmaceutical company—an 800-person, four-day gathering bringing employees from across the country together to launch and align on the year ahead. Designed as a full-journey experience, the program built toward a culminating awards celebration that became a defining highlight.

Initially, the client worked with our Salt Lake City office. When the program moved to Fort Lauderdale, PRA’s partnership, strategic alignment, and creative continuity with the creative lead from their Utah experience all further strengthened the relationship.

Venue

Broward County Convention Center (East Expansion & Waterfront Plaza), Omni Fort Lauderdale Hotel, Fort Lauderdale, FL

Industries

Healthcare & Pharmaceuticals
Hospitality

Services Provided

Themed Events & Decor
Event Strategy
Experience Design

Challenge

Under Construction

Our team was producing the first event ever held in the Fort Lauderdale Convention Center's newly expanded Waterfront Plaza. Just five weeks before the event, the venue was still under construction.

As the inaugural event in the new space, planning required close coordination among the convention center team, client stakeholders, and vendor partners.

PRA served as the central point of integration, bringing teams together, aligning logistics, and proactively addressing evolving needs to ensure a seamless event execution from start to finish.

800

Attendees
5

Weeks to showtime
6

Acre Outdoor Plaza

Solution

Designing for a Scene Unseen

The Central Services Creative team designed a complete plan for the Waterfront Plaza sight unseen. Drawing on their deep experience and expertise, the team anticipated infrastructure needs, mapped power requirements, and built a flexible layout that could adapt in real time.

When power drop locations were confirmed on-site, our team had already designed around them—repositioning the DJ setup and eliminating cable runs through the event footprint before a single guest arrived.

With multiple site visits during construction, the team turned uncertainty into preparation, avoiding any surprises on-site. Global Sales was another constant providing consistency between the Salt Lake City and Ft. Lauderdale teams.

The end result brought Fort Lauderdale to life, from a Welcome Dinner in Waterfront Plaza designed around a vibrant Citrus Garden concept: destination-forward, sun-soaked, and energetic, with lawn games and a DJ against a waterfront backdrop. The Awards Gala—held in the Convention Center’s new state-of-the-art ballroom—was polished, celebratory, and honored the client’s top performers in a space fitting the occasion. Both events delivered the distinctive Fort Lauderdale feel the client was after, with future programs now in the pipeline.