As enterprise event programs continue to evolve, so too do the expectations placed on the partners who support them. Scale alone is no longer enough; organizations are looking for collaborators who can think strategically, design intentionally, and help create environments where meaningful connection takes place.
In this ELX editorial, we speak with two of the leaders guiding that evolution at Cohera – Megan Martinez, EVP of Strategic Accounts, and Cara Pratt, Chief Business Development Officer. Together, they offer a candid look at how destination experts are redefining their role for a world that prioritises value over volume, curated experiences over standard formats, and long-term partnership over transactional support.
Their insights below reflect a broader shift happening across the industry: one where creativity, collaboration, and deep destination intelligence sit at the heart of enterprise-level program design.
As EVP of Strategic Accounts, you oversee relationships with some of the world’s leading brands. What are you seeing in the evolution of large-scale corporate events right now?
Megan: Over the last few years, we’ve seen a clear shift away from volume and toward value. Our strategic clients aren’t just hosting events; they’re building environments where meaningful connection happens. That means less “conference” and more “curated experience.” They want intimacy, impact, and a sense of purpose behind every touchpoint. At Cohera, we’ve evolved alongside them, focusing on creating intentional, personalized experiences that feel authentic to the audience and aligned with each client’s brand story.
What do you think Cohera’s membership in ELX brings to this community of global event leaders?
Megan: ELX represents the best of what’s happening in our industry: leaders who are rethinking everything about how people meet and connect. Cohera’s role in that conversation is to bring a destination expert’s perspective, but through a modern, strategic lens. We sit at the intersection of creativity, logistics, and connection. Our insights from managing thousands of programs nationwide help us understand what drives engagement, retention, and genuine connection on the ground. We’re excited to contribute those learnings to help elevate the entire industry.
What does partnership look like for Cohera’s strategic accounts, especially for the kind of enterprise-level organizations that are part of ELX?
Megan: Partnership for us means acting as a true extension of our clients’ teams. Our goal isn’t just to execute their vision; it’s to help shape it. We know these clients are managing global programs with huge expectations, so our role is to bring creative problem-solving, destination insight, and flawless execution that takes the weight off their shoulders. It’s not transactional; it’s collaborative, long-term, and rooted in trust. That’s where the best work happens.
Cohera launched this year as a new force in destination management. How would you describe what makes Cohera different?
Cara: Cohera was born from two legacy powerhouses, but it’s not just a merger, it’s a mindset shift. We’re redefining what it means to be a DMC by operating as a creative agency that still brings all the destination expertise and logistical excellence our clients rely on. It’s the next evolution of our industry, one where creativity, strategy, and experience design lead the way. We’re still the largest DMC in the country, but where we really find our value lies is in being the most forward-thinking, inspiring, and trusted partner for what comes next.
There’s often discussion in the industry about overlap between DMCs, third parties, and agencies. How do you see Cohera fitting into that landscape?
Cara: We don’t see it as competition; we see it as collaboration. The best work happens when each partner brings their strengths to the table. For us, that’s destination intelligence, on-the-ground execution, and creative storytelling that transforms logistics into experiences. We’re not trying to be everything to everyone; we’re here to enhance what our partners do best, to elevate it through innovation and deep local expertise. That’s what sets Cohera apart.
What does it mean for Cohera to be part of ELX, and what are you most excited about in this partnership?
Cara: ELX includes the exact kind of community Cohera was built to serve, visionaries who aren’t afraid to challenge convention. We believe that when you put the right people in the room, big ideas happen. Joining ELX ensures we have a seat at that table; to learn, to contribute, and to help shape the future of experiential design alongside some of the brightest minds in corporate events. It’s a perfect alignment with who we are and where we’re headed.
As Cohera joins the ELX community as a 2026 strategic partner, we look forward to the progression of these conversations as their voice adds meaningful depth to the dialogue around how global programs can deliver greater value, purpose, and connection in the years ahead.