Debbie Parrott, Highmark Tech Systems
The event marketing agency’s most trusted structural partner.
We are the event agency’s ultimate structural partner and take our tagline—“We’ve Got You Covered”—to heart. We are best known for our complete line of modular, double-deck and single-story exhibits. Whether your needs are for an intimate setting or a giant, multi-story custom building, we have solutions for all kinds of events. And once our clients use our outdoor line of exhibit structures—well, they’ll never rent a tent again.
Since the 1980s, our event structures have had a significant impact on live experiences—because they’re flexible, lightweight, reusable and easy-to-install. We began with modular single and multi-level exhibit structures for indoor trade shows. In 2017, we went “all in” on live experiences with our game-changing outdoor line for brand activations, pop-ups, festivals, mobile tours, sporting events and more. Built to weather the elements and set up on virtually any surface, these outdoor offerings span large structures that can function as temporary buildings and VIP spaces to mobile products that can pack and go in a snap. And unlike most structural partners… our products are made in the USA.
Favorite moments of 2023.
At the AT&T ProAm in Pebble Beach, Highmark produced a 4,096 square foot, two-story VIP structure for leading agency Wasserman (client: AT&T). From there, Highmark produced a massive presence at CONEXPO-CON/AGG & IFPE–North America’s largest trade show. Highmark’s multi-level structures covered 13,056 square feet of outdoor space (11 total exhibits) and 6,528 square feet of indoor space (8 total exhibits). The undertaking was like building a city in just a matter of weeks. We were thrilled that our clients trusted us to pull off these incredible structures for their end brand clients.
Looking back—and not looking back since—on a big decision.
Deciding to purchase Highmark from my father in 2016 was a leap. It was an enormous step for me and one I was able to take thanks to a zig zag of valuable experiences that helped me develop as a leader and manager. Without a doubt it has been the most challenging yet best opportunity of my career and makes me thankful not just for my father’s vote of confidence but also for the education, roles, responsibilities, and industries that I’ve experienced along the way.
Business inspiration.
First, of course my children inspire me–their use of Legos, blocks, Tinker toys and video games have provided inspiration for our structural creations.
And my dad has had a major impact on me. His vision, confidence, smarts and determination to take risks are truly inspirational. All while putting relationships and ethics at the top of his priorities and always making time to write a handwritten note of thanks, congratulations or caring.
I also had amazing woman bosses early in my career—specifically Billie Wyeth, Paula Duffy and Carol Franco at Harvard Business School Publishing. In the event industry, I get inspiration from Pat Friedlander for her journalistic savvy and uncanny, brilliant ability to stay connected and connect others. All these women have managed to juggle significant business leadership responsibilities with raising families and serving their communities. They are my heroes.
Great quotes that come to mind.
Run your privately owned business like a Fortune 500 company in terms of holding yourself and others accountable as if you had discerning shareholders to answer to.—advice from my father and our company founder Mick Parrott.
You’ve got to eat while you dream. Deliver on short-range commitments, while you develop a long-range strategy and vision and implement it. The success of doing both. Walking and chewing gum if you will. Getting it done in the short-range, and delivering a long-range plan, and executing on that.—a favorite quote from Jack Welch.
