PLASA Organizational Restructure Begins in 2014 with Key Staff Changes

	Matthew Griffiths and Lori Rubinstein

Following a comprehensive review and analysis of the PLASA organization, the PLASA boards and staff have recently completed new strategic and operating plans to guide the organization through the next several years of its development.

While the strategic plan focuses on building the membership from all areas of the entertainment technology industry, enhancing member value, and continued development of PLASA's programs that serve the industry, the operational plan details the structure, tactical approach, and financial resource required.

Fundamental to the successful implementation of both plans is a revised senior management structure that will see three executive directors (chief executive officer, chief financial officer, and chief operating officer), plus six divisional directors -- of membership, international programs, sales, marketing, events, and media.

Matthew Griffiths and Shane McGreevy currently fill the positions of CEO and CFO respectively. The COO post will be recruited in the first part of 2014 and will be based out of PLASA's New York office. Lori Rubinstein will retain her executive director responsibilities in North America during this transitional period until the new COO is fully in place.

After almost 25 years of being responsible for the day-to-day running of ESTA and PLASA in North America, Rubinstein requested a change in her role of executive director to allow her to concentrate on areas of particular interest. She will be dividing her time between PLASA and the Behind the Scenes charity. As director of international programs for PLASA, Rubinstein will continue to oversee the Technical Standards Program and PLASA's skills division, including ETCP in North America and the NRC in Europe. Other duties include working with the Production Equipment Rental Group (NA) and the Association of Studio & Production Equipment Companies (EU). These are special interest groups, which will further develop the film and digital community within PLASA.

Effective January 1, 2014 Kacey Coffin has been named director of membership. This newly created position reinforces PLASA's commitment to the membership experience and recruitment of new members, strengthening our ability to act as the worldwide voice for entertainment technologies. Norah Philips continues in her role as membership manager for Europe.

A key aspect of the operating plan is the development of a globally integrated sales program that will simplify members' interactions with PLASA as they select from our unusually wide range of promotional opportunities including exhibitions, advertising, and sponsorships. Jackie Tien will bring her extensive industry experience, relationships, and reputation to lead this initiative as director of sales.

Behind the Scenes, the charitable wing of PLASA, has seen the number of applications for assistance received each week increase exponentially. Increased commitment from the organization is needed to ensure all applicants are served in a timely manner and fundraising keeps pace with granting. Rubinstein's responsibilities will also include setting up Behind the Scenes in the UK. While a number of charities serve unique populations within the UK industry, the exceptionally broad mandate of Behind the Scenes will ensure that everyone in need will be looked after.

These new divisional directors join Chris Toulmin who was appointed PLASA director of events in 2013 and will be completed by filling the positions of director of marketing and director of media in the next 12-18 months.

Griffiths observed, "I am very excited that we are undertaking the next chapter in PLASA's global development and having the support of such a talented team gives us every chance of success in the coming years. I am particularly pleased that we have promoted from within the organization and that we have been able to provide the opportunity for Lori to fulfill her ambition of developing Behind the Scenes globally, without losing all her valuable industry knowledge."

Rubinstein commented, "At this stage in my career I would like to focus on those areas where I feel my experience and maturity can still make a significant contribution while making room for some of our incredibly talented staff to progress in their careers and bring their fresh ideas and energy to the association. As those who know me well will tell you, Behind the Scenes has captured my heart and brought unexpected fulfillment. I look forward to being able to devote more time to ensuring we assist as many of our colleagues as possible through a charity that will be around for long into the future."

These initial staff changes are part of a wider reorganizational structure and it will take two to three years to assemble the full staff highlighted in the operational plan. PLASA's volunteer leadership and staff are excited and energized by having a clear blueprint to guide their efforts on behalf of members over the coming years.