Employee Spotlight
Q&A with Mark Penaroza, Director of Client Accounts & Programs
by Julie Keaton, VP of Engagement
From his beginnings in sunny Southern California to making waves in the Seattle event scene, Mark Penaroza brings a wealth of experience, insight, and enthusiasm to his role as SHW’s Director of Client Accounts & Programs. Known for his ability to blend creative vision with his operational expertise, Mark has spent years transforming client ideas into unforgettable event experiences—from nationwide conferences to international gatherings. In this Q&A, Mark shares how his career in event management took shape, what drives him in his current role, and why art, travel, and a stellar team are at the heart of his professional and personal passions. Let’s dive in!
Q: What brought you to SHW, and how has your career evolved since you started?
A: While living and working in beautiful Southern California, I felt the pull of the Pacific Northwest and tapped into my professional network to see what opportunities were available. I came across an operations role at SHW, applied, and the rest is history! Throughout my career, I have developed a strong passion for understanding the unique needs of my clients and collaborating closely with them to craft unforgettable events and experiences. Whether orchestrating nationwide conferences or international engagements, I thrive in transforming visions into reality through strategic planning, creative problem-solving, and flawless execution. My ability to foster relationships and anticipate challenges allows me to create events that are not only successful but truly impactful.
Q: Can you share a bit about your background before joining SHW?
A: Prior to SHW, I worked at an Education Seminar Company, at Microsoft, and at a Commercial Bank, all working on event planning, management, and logistics for events nationwide and worldwide. Event planning and management weren’t originally part of my post-college aspirations, but everything changed when I took on a program manager role at an educational seminar company. That experience sparked a deep passion for the industry, and I’ve been immersed in it ever since—loving every moment of creating impactful events and memorable experiences.
Q: What does your current role entail, and what do you enjoy most about it?
A: As a Director of Client Accounts & Programs, I collaborate closely with new clients to gain a deep understanding of their event needs and vision. Working alongside our Program Development Team, I help craft strategic, budget-conscious event solutions that drive impactful experiences. From initial concept to full execution, I present tailored proposals and detailed budget plans, ensuring a seamless transition from idea to reality. Additionally, I partner with Seattle’s premier hotels and venues to coordinate client site visits, showcasing the best our city has to offer and helping them find the perfect setting for their programs and events.
Q: What’s the most exciting project you’ve worked on recently?
A: Last month we operated an amazing customer conference for Side in the Coachella Valley. Partnering with our amazing client, our team was responsible for designing, planning, and executing all of the event logistics, which included everything from food & beverage and fantastic event events, to sponsorship management, to registration and the event app, signage and branding production, hotel and room block management, and many more details. We had to pivot and implement inclement weather plans for the program, as it rained it the desert during the program (something that rarely happens), but the program was such a success for our client, sponsors, and attendees.
Q: What’s your favorite thing about working at SHW?
A: The people. At SHW, I work with such fantastic professionals who give of themselves and help and support each other day in and day out. We have such an amazing team at SHW and it’s an absolute pleasure to partner with our team to plan and deliver amazing event experiences for our clients in Seattle, nationwide, and worldwide!
Q: What’s your favorite place/experience in Seattle?
A: I love enjoying art and museums throughout Seattle. A favorite of mine is the Olympic Sculpture Park, the sculptures in this outdoor collection are beautiful and shine during any season. If you’re a lover of modern and contemporary art like I am, don’t miss The Frye Art Museum in First Hill; it’s a hidden gem and admission is always free! The Museum of Pop Culture (MoPOP), located at the Seattle Center near the Space Needle is a fantastic and fun journey of music and popular culture.
Q: Any hobbies or interests outside of work that inspire you?
A: I love to travel. I adore boarding a plane and flying to experience another city and their food, drinks, art, culture, and people. I’ve been known to find a great flight deal and take an extended weekend to explore somewhere. I once flew to China (Beijing and Shanghai) for the weekend and had such an amazing experience during a packed three days; in Beijing: visiting the Great Wall of China, exploring the Forbidden City, Tiananmen Square, and the Temple of Heaven, plus lots of walking around Beijing, in Shanghai, exploring The Bund and Nanjing Road, dazzled by the Shanghai skyline at night. It was a quick trip, and a fantastic experience!
Mark Penaroza’s client-first approach and deep industry expertise are key drivers behind SHW’s success as a leading Seattle-based DMC. His ability to translate complex client needs into seamless, high-impact event experiences—paired with his knowledge of the city’s top venues and cultural gems—ensures every program is both purposeful and memorable. Mark’s leadership continues to elevate SHW’s Destination Management and Incentive Travel Services, setting a high standard for excellence in Seattle and beyond.
Discover how our team can help you create impactful, unforgettable experiences in Seattle and beyond—learn more on our website!
