Trio creates solution for tough job market

Andrea Gillman, a hospitality management major, and Jessica Rivers, an event management major, ran into an inhospitable job market after graduation, despite their qualifications.

Unemployed and growing more and more impatient with each passing day, Gillman decided to call Rivers in hopes of coming up with a solution.

Just one phone call changed both of their fortunes.

"One day on my way to work … Jessica and I were on the phone talking about our failed attempts at starting a career and I said to her, ‘there has to be something we can do on our own,'" Gillman said. "I looked over at the convention center and it was like a light bulb going off in my head."

The two friends, along with a third partner, Brian Avery, decided to provide trade show and hospitality expertise to address the demand generated by Central Florida's massive convention centers and resorts with their start-up venture, 10x10 Solutions.

Gillman and Rivers met Avery — who holds a master's degree in hospitality and tourism management and is pursuing his doctorate in hospitality education — while attending Rosen College. The three bring together more than 40 years of combined experience in the hospitality and events industry to provide clients with a unique strategy to bring energy to their trade show booths.

"We've grown up here; we've pursued our educations here; and most importantly, we have each spent a great deal of time making ourselves experts in our field, in this area, specifically," Rivers said about the company working for clients exhibiting in the Orlando area. "All three of us have networked in very different ways and built lasting relationships with valued area partners."

Gillman said the team stands out because they "can fulfill a variety of needs." The firm handles pre-show promotion, booth design, marketing and social media management, among many other services.

"Anyone can hire the model with great legs," Gillman explained, "but once the client approaches her, can she tell you anything about the company or hold an intelligent conversation with you?"

10x10 Solutions uses a core group of on-call promotional representatives and is also able to pool from the Rosen College when needed. Teamwork is the firm's key to success in providing exciting experts to work with a client's customers.

"Our industry is the working vision of people," Rivers said. "It's all about people from the inside out, and it's up to us to keep our teammates happy for our guests or clients to be happy in return."

Matt Hartford, vice president of Phoenix-based piston ring manufacturer Total Seal, was impressed with 10x10 Solutions' job representing them at the Performance Racing Industry Trade Show, held at the Orange County Convention Center in December 2010.

"They had some of their models perform at one of our cocktail hours, at one of our trade shows," Hartford said. "If people had questions, they made sure they got directed over to our sales staff to answer them."

"We'd certainly recommend them," he added. "They did a great job for us and we're really happy with them."

The firm's website, www.10x10solutions.com, is the "ultimate example" of how the partners operate, according to Gillman. The site showcases the team's knack for a polished presentation.

More importantly it showcases the personality of the firm's founding members."Everything you see has a little bit of Brian, Jessica and myself," Gillman said. "From the name of the company, to the color scheme, to the look and feel of the site and photos, everything just seemed to fall into place. The whole process has been a challenge, but at the same time – I can't reiterate it enough – the three of us have this chemistry. We just work."