Houston entrepreneur turns focus to digital connections during COVID-19 outbreak

Q&A

A Houston company focused on event production is helping its clients navigate a socially distant, increasingly digital time. Photo courtesy of VISION Production Group

It's no secret that the events and conferences of the world have been hit hard by the coronavirus as everyone focuses on staying home and socially distant. But for a Houston entrepreneur who's worked for over a decade in event production, she sees an opportunity to advance her clients' digital presences.

Tracey Shappro, CEO and founder of Houston-based VISION Production Group, has had to reinvent the way brands and companies could interact with their audiences and get their message out.

"We've got to leverage all of these ways to communicate that are not based on group experiences," she tells InnovationMap. "And I think this position is really going to help our clients make the right decisions and [allow them to] have options on how they want to communicate and engage their audiences."

Shappro sat down with InnovationMap to talk about how to use technology to make events virtual due to the coronavirus pandemic.

InnovationMap: You’ve previously said you became a business owner, almost by accident. How did you decide to start a business?

Tracey Shappro: I never intended to be a business owner. I started the company, simply out of really a work ethic and a sense of responsibility. I had been working at another production company on staff for 13 years as their senior producer. One day the owner announced that he was shutting the doors down literally that same day, and I, like everyone else that worked at that company, was suddenly unemployed.

But at the same time, I was in the middle of producing all of these important projects for clients. There was just no way I was going to let these people down, and I put my own money into starting a company really quickly. I just thought I was going to finish these projects and then look for a full-time job. But, you know, fast forward that was 10 years ago.

VISION is celebrating our 10 year anniversary with a very impressive client roster started with one employee and we've grown to 10 people who are very talented producers and editors and the animators, and we have creative visual artists on staff. And through that time, we've also expanded our service offering from our core in video production to all types of event production services, and we've expanded it to interactive and virtual reality and augmented reality, projection mapping.

IM: VISION has been creating immersive experiences for Greater Houston Partnership, major sports events from the Super Bowl to the Houston Rodeo. How has technology like virtual and augmented reality and 3D mapping influenced Houston’s biggest events?

TS: Well, we're in the business of what I call experience design. We look at all the stakeholders, the clients, sponsors, attendees as the stakeholders or the audience, and we understand storytelling and the producing of content. We use all of that to create perspective and to create an experience and in tandem with that, we seek out the right presentation technology to exceed that goal to use technology to persuade, and influence opinions, change perceptions.

For all the clients that you just mentioned, we use appropriate technology, but it's not technology just for technology's sake. It has to have to work and it has to work for the audience and the intended audience, whether it's a live event, or a side of a building where we're doing projection mapping. These days, we're doing more streamed events or a pre-produced packaged event.

We're doing a lot of permanent installation and interactive touch and, and even augmented reality, which is taking off for a lot of corporate clients who are wanting to really showcase their projects or their products and how they work.

IM: The cancelation of the Houston Rodeo has affected many vendors and business owners. How has this affected VISION and its employees?

TS: Well, it's really strange and surreal across industries, many businesses and organizations are right now facing you know canceling or postponing their events or their meetings or conferences. These are engagements that they really depend on. All of these companies still have a need to get their message out and they still have a need to engage their customer and they need to sell the products or services and they need to enlist support for that.

None of that goes away. Right now this is an opportunity really for VISION to do what we do best. We help companies engage their target audiences in innovative and effective ways. We're encouraging our clients now to really shift their thinking. Instead of canceling their event, we're showing them how to reinvent their events into an alternate format.

At times when you can't meet face to face, it puts a need on more of the other things like pre-produced package events, and marketing and virtual meetings and all types of streamed events. All these things become even better business tools, and we have been in this business for a long time. It's really working with our clients to protect developing business.

We're taking the same experience that they want it to originate through live event execution and crafting it and reshaping it into a visual and sensory experience that they can still engage their audiences with remotely or bringing a brand to life remotely.

IM: As the coronavirus outbreak continues and people take social distancing measures seriously, how do you see this affecting projects for this year? How will you adapt?

TS: We actually have a pretty robust plan, in anticipation of all of this we assigned teams. We have a communication strategy, and it's in full gear for two to four weeks. So we were prepared to do all of this from home and remotely.

The thing that changes is some of the tools we use. Obviously, live events are not going to be the main focus right now, but there are other tools like staging and production. And so again, we shift to our virtual service offerings. And no matter what we're doing, clients will need our strategy. They need our producer services, they need our production management, and they need our expertise. It's just the end deliverable.

IM: How can technology help during this crisis? Does this expand or contract business?

TS: Technology is evolving. We know, it's our job to keep abreast of it. And we strive to stay one step ahead of it. And augmented reality and virtual reality is a great example. Several years ago, we went down the path of virtual reality and helped clients really understand that type of immersive experience. And then augmented reality really took off.

We've been leaders in offering all types of augmented reality services. It's really very exciting. It's like surfing the world, if you will, with your own layer, augmented reality over it. The possibilities are just endless.

But now looking at the situation we're in with the coronavirus all of these technologies are even more important. We've got to leverage all of these ways to communicate that are not based on group experiences. And I think this position is really, going to help our clients make the right decisions and they can have options on how they want to communicate and engage their audiences. We're working right now with two clients in a very progressive manner.

IM: What are those two projects and how have they pivoted?

TS: We're working with The Kinder Institute for Urban Research. Every year we produce their 1,800 attendees annual luncheon, showcasing Steven Kleinberg's renowned Houston area survey, which is a coveted piece of information and data that helps steer the community forward. We've shifted into producing and packaging their thought of it now into a pre-produced virtual experience that will air at the same time as the original luncheon. It will be available online in perpetuity for probably a year until the next one.

We're still able to use technology to still engage their audience and this will actually extend their audience to new audiences that may not have participated before, and we're also in pre-production of a broadcast version of the Holocaust Museum Houston's Moral Courage Award. It will be just like turning on a television show — we're taking them from the original goals of the live event and producing it into a 60-minute show that they can now send out to their attendees, who can still participate and we can still honor all these great amazing people who are deserving of the moral courage award. We can help them grow their audiences through virtual technology.

So again, what is the need? What is the goal, what is the best technology to use to create impact and to share brand stories? We can use our storytelling and capabilities and our production value for a really great experience for viewers at home who are watching this to be engaged in.

IM: What's next for VISION?

TS: We're going to do everything we can to help our clients in these very strange times. We're going to be leaders in helping them push out their objectives. We're going to step up and do what we can to help people communicate with you times like these, you know, communication is key. We do this for a living and we really want to help make a difference. We care. We know our clients care, and right now we're going to focus on helping our clients connect.

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This conversation has been edited for clarity.

Here's what to keep in mind when planning a virtual event. Getty Images

How to use tech to take your event virtual, according to this Houston expert

Guest column

As the long-term repercussions of the coronavirus set in around the world, the events space was one of the first to realize its need to change course. Events across the world that were scheduled for March through June and beyond are being canceled, rescheduled and rethought.

As a business that has always operated in the live event and public space, my company, VISION Production Group had to quickly re-invent how our clients would be able engage with their audience under these strained circumstances.

When an event is canceled or postponed in times of crisis, businesses still have important messaging to get out. They still have a need to sell, still have a need to engage, still have the need to get organizational support. Shifting live attended events into an online experience helps those businesses shape their original event into a 'show' format that encapsulates the fundamentals of the live event in a creative manner ideal for remote viewing.

Instead of canceling the events, planners can be innovative and evolve their original format into one that allows them to still engage attendees and share their brand stories through virtual experiences.

Event marketing is all about putting yourself in the shoes of your customers — they were excited to come to your event and see the live event, network with others in their industry, and ask their lists of questions to ask during your Q&A sessions. So, what do virtual events look like, and how can you turn them in to an opportunity to add even more value and deliver an experience that makes your potential clients thrilled to be taking part in?

Creating a successful virtual event goes far beyond just a taped stream of speakers and the sharing of information. By utilizing the techniques below to create videos, creative content, 3D animation, motion graphics and other digital content, virtual events can become engaging productions that live on past the event itself.

Know your options

Pre-recorded videos

With a prerecorded event, you have the option to provide access to videos of the event on demand and can even consider additional revenue streams with pay-per-view options.

Utilize professional production and create an experience that combines brand elements and clear language with a captivating video presentation that makes attendees feel like they are turning their TVs onto a celebrity awards show. Once your pre-recorded virtual event has gone live, use video marketing to push out on your website or social media to share your brand story through packaged presentations.

VISION is currently working with both the Kinder Institute and the Houston Holocaust Museum to turn their major May events into pre-recorded productions that will be able to engage an even larger audience than their normal events.

Animated education content

Another forward-thinking technique is to produce 2D and 3D content to reduce the production costs found in traditional video. This can be interfaced with recorded and live footage or be used to walk attendees through a product demo or setup process with ease.

Think about utilizing this kind of virtual event if you are in an industry that relies heavily on trade shows. Instead of needing to be person-to-person for a demonstration, you can explain your product or service through 2D and 3D technology.

Live streaming

Get buy-in for digital events with a bit of live aspect, pulling groups together online for a shared remote experience. With a live stream event, you can have the benefits and production value of a pre-recorded event but incorporate the capability to take questions and engage your audience in real.

Remote viewers won't want to miss out on asking questions in this community format and you can record the stream for future use as well.

Virtual event panels and forums

With virtual panels and forums, you can live stream from your anywhere. Hosting an online group is a great way to engage your audience with a live Q&A session and provide the human connection, digitally.

This avenue is great if your event is typically comprised of panels and interactive breakout sessions for attendees.

Tips and best practices

Attendees flock to events to catch the latest innovations and network with industry leaders. Replicating that experience online isn't easy, but brands that get it right can attract big audiences, generate interest and increase brand visibility.

Use these tips to compel your audience to take action:

Develop a virtual event marketing strategy that aligns with your goals

With a great strategy, you can turn any onsite exhibit into a virtual event.

You may already offer online webinars or tutorials, but adding virtual events requires a little more planning. From accessibility to remote attendance monitoring, it's important to visualize each step in the strategy and planning of your event.

Choose digital technology tools and formats that convey your message and create a clear and compelling story and video script to keep attendees tuned in and engage virtual attendees using high-quality videos, animation and graphics.

Develop virtual events before a cancelation

Don't wait for your next live event to get canceled. Instead, put together video assets now. Drop the travel expenses and live stream a panel right from your office. Virtual events give your audience the flexibility to experience your brand and products from anywhere.

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Tracey Shappro is the president and CEO of Houston-based VISION Production Group.

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West Coast innovation organization unveils new location in Houston suburb to boost Texas tech ecosystem

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Leading innovation platform Plug and Play announced the opening of its new flagship Houston-area location in Sugar Land, which is its fourth location in Texas.

Plug and Play has accelerated over 2,700 startups globally last year with corporate partners that include Dell Technologies, Daikin, Microsoft, LG Chem, Shell, and Mercedes. The company’s portfolio includes PayPal, Dropbox, LendingClub, and Course Hero, with 8 percent of the portfolio valued at over $100 million.

The deal, which facilitated by the Sugar Land Office of Economic Development and Tourism, will bring a new office for the organization to Sugar Land Town Square with leasing and hiring between December and January. The official launch is slated for the first quarter of 2025, and will feature 15 startups announced on Selection Day.

"By expanding to Sugar Land, we’re creating a space where startups can access resources, build partnerships, and scale rapidly,” VP Growth Strategy at Plug and Play Sherif Saadawi says in a news release. “This location will help fuel Texas' innovation ecosystem, providing entrepreneurs with the tools and networks they need to drive real-world impact and contribute to the state’s technological and economic growth."

Plug and Play plans to hire four full-time equivalent employees and accelerate two startup batches per year. The focus will be on “smart cities,” which include energy, health, transportation, and mobility sectors. One Sugar Land City representative will serve as a board member.

“We are excited to welcome Plug and Play to Sugar Land,” Mayor of Sugar Land Joe Zimmerma adds. “This investment will help us connect with corporate contacts and experts in startups and businesses that would take us many years to reach on our own. It allows us to create a presence, attract investments and jobs to the city, and hopefully become a base of operations for some of these high-growth companies.”

The organization originally entered the Houston market in 2019 and now has locations in Bryan/College Station, Frisco, and Cedar Park in Texas.

Uniquely Houston event to convene innovation experts across aerospace, energy, and medicine

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Every year, Houston's legacy industries — energy, medicine, and aerospace — come together to share innovative ideas and collaborate on future opportunities.

For the eighteenth year in a row, the annual Pumps & Pipes event will showcase and explore convergence innovation and common technology themes across Houston’s three major industries. The hosting organization, also called Pumps & Pipes, was established in 2007 in Houston and is dedicated to fostering collaboration amongst the city's three major industries.

With NASA in its backyard, the world’s largest medical center, and a reputation as the “Energy Capital of the World,” Houston is uniquely positioned to lead in cross-industry convergence innovation and is reflected in the theme of this year’s event – Blueprint Houston: Converge and Innovate.

Here's what you can expect to explore at the event, which will take place this year on December 9 at TMC Helix Park. Tickets are available online.

The state of Texas’ aerospace investments

How are the recent strategic investments in aerospace by the State of Texas transforming the space economy and driving growth in adjacent industries? What is the case for cultivating a more dynamic and vibrant aerospace R&D environment?

These are the key questions explored in the opening session of Pumps & Pipes, moderated by David Alexander (Director, Rice Space Institute). Joining the discussion are distinguished leaders Norman Garza, Jr., Executive Director of the Texas Space Commission (TSC); as well as two members of the TSC board of directors: Sarah “Sassie” Duggelby, CEO/Co-Founder of Venus Aerospace; and Kathryn Lueders, GM at Starbase, SpaceX.

This panel will spotlight Texas’ critical role in shaping the future of aerospace, with a focus on its cross-sector impact, from space exploration to innovation in energy and health care. We’ll explore how the state’s investments are fueling research and development, creating economic opportunities, and fostering a more interconnected, high-tech ecosystem for the future.

Real-world applications of robotics and synthetic biology

Explore the groundbreaking intersection of syntheticbiology and robotics as they reshape industries from aerospace to energy to health care. Experts from academia and industry — Rob Ambrose of Texas A&M University, Shankar Nadarajah of ExxonMobil, Shalini Yadav of the Rice Synthetic Biology Institute, and Moji Karimi of Cemvita — will discuss the real-world applications and future possibilities of these two fields, including innovative uses of robotics and drones to monitor emissions from deep-sea oil rigs, and synthetic microbes that convert carbon dioxide into valuable chemical products.

Discover how synthetic biology and robotics are paving the way for a more sustainable, autonomous, efficient, and interconnected future.

The total artificial heart – a uniquely Houston story

Heart failure affects millions globally, yet only a small fraction of patients receive life-saving heart transplants. The Total Artificial Heart (TAH), developed by BiVACOR, offers a revolutionary solution for patients with severe heart failure who are ineligible for a transplant.

Luminary leader, Dr. Billy Cohn, will discuss the groundbreaking BiVACOR TAH, a device that fully replaces the function of the heart using a magnetically levitated rotary pump. This innovative approach is part of an FDA-approved first-in-human study, aiming to evaluate its use as a bridge-to-transplant for patients awaiting heart transplants.

Moderated by Dr. Alan Lumsden (Chair Dept. of CV Surgery at Houston Methodist Hospital), join Dr. Cohn as he shares insights, and the story-behind, this pioneering technology and its potential to reshape the future of heart failure treatment, offering new hope to thousands of patients in need.

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Stuart Corr is the director of Innovation Systems Engineering at Houston Methodist and executive director of Pumps & Pipes.

Houston schools shine on annual ranking of top institutions for 2025

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Several Houston elementary and middle schools are at the top of the class when it comes to educating and preparing the next generation for a successful life and career, according to U.S. News & World Report's just-released list of 2025 Elementary and Middle Schools Rankings.

One such school – T.H. Rogers School in Houston ISD – is the No. 8 best middle school in Texas for 2025.

U.S. News ranked over 79,000 public schools on the state and district level using data from the U.S. Department of Education. Schools were analyzed based on their students' proficiencies in mathematics and reading/language arts on state assessments, and tie-breakers were decided based on student-teacher ratios.

Texas' best middle schools for 2025

Three Houston middle schools achieved spots among the top 10 best Texas middle schools for 2025, according to U.S. News.

T.H. Rogers School has a total enrollment of 1,063 students, with 87 percent of the student population scoring "at or above the proficient level" in mathematics, and 90 percent proficiency in reading. The school has a student-teacher ratio of 17:1, with 62 full-time teachers.

T.H. Rogers School also topped the district-wide list as the No. 1 best middle school in HISD.

Houston Gateway Academy - Coral Campus also ranked among the statewide top 10, coming in at No. 9 with a total enrollment of 914 students. U.S. News says 82 percent of HGA students are proficient in math, and 80 percent are proficient in reading.

"Houston Gateway Academy - Coral Campus did better in math and better in reading in this metric compared with students across the state," U.S. News said in the school's profile. "In Texas, 51 percent of students tested at or above the proficient level for reading, and 41 percent tested at or above that level for math."

Right behind HGA to round out the top 10 best Texas middle schools is Houston ISD's Briarmeadow Charter School. This middle school has 600 students, 69 percent of which are proficient in math and 74 percent are proficient reading.

Briarmeadow's student-teacher ratio is 16:1, which is better than the district-wide student-teacher ratio, and it employs 38 full-time teachers.

U.S. News also ranked Briarmeadow as the second best middle school in Houston ISD.

Six additional Houston-area schools ranked among the top 25 best middle schools in Texas, including:

  • No. 18 – Cornerstone Academy, Spring Branch ISD
  • No. 19 – Mandarin Immersion Magnet School, Houston ISD
  • No. 21 – Smith Middle School, Cypress-Fairbanks ISD
  • No. 22 – Seven Lakes Junior High, Katy ISD
  • No. 23 – Houston Gateway Academy
  • No. 25 – Beckendorff Junior High, Katy ISD

The best elementary schools in Texas

Jesus A. Kawas Elementary school in Laredo was crowned the No. 1 elementary school in Texas for 2025, while two Houston-area schools made it into the top 10.Tomball ISD's Creekside Forest Elementary in The Woodlands is the No. 7 best elementary school statewide, boasting 656 students, 42 full-time teachers, and one full-time counselor. Students at this school, which U.S. News designates is situated in a "fringe rural setting," scored 90 percent efficiency in math and 94 percent efficiency in reading.Following one spot behind Creekside Forest in the statewide ranking is Sugar Land's Commonwealth Elementary School in Fort Bend ISD, coming in at No. 8. Commonwealth has a student population of 954 with 55 full-time teachers, and two full-time counselors. The school's student-teacher ratio is 17:1, and 90 percent of students are proficient in math, and 94 percent in reading.U.S. News says student success at Commonwealth is significantly higher than the rest of Fort Bend ISD."In Fort Bend Independent School District, 59 percent of students tested at or above the proficient level for reading, and 47 percent tested at or above that level for math," U.S. News said in Commonwealth's profile. "Commonwealth Elementary [also] did better in math and better in reading in this metric compared with students across the state."Other Houston-area schools that were ranked among the 25 best in Texas are:
  • No. 13 – Bess Campbell Elementary, Sugar Land, Lamar CISD
  • No. 20 – West University Elementary, Houston ISD
  • No. 23 – T.H. Rogers School, Houston ISD
  • No. 25 – Griffin Elementary, Katy ISD

"The 2025 Best Elementary and Middle Schools rankings offer parents a way to evaluate how schools are providing a high-quality education and preparing students for future success," said LaMont Jones, Ed.D., the managing editor for Education at U.S. News. "The data empowers families and communities to advocate for their children’s education. Research continues to indicate that how students perform academically at these early grade levels is a big factor in their success in high school and beyond."

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This article originally ran on CultureMap.

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