PRA Strengthens Its Leadership Team with Bob Priest-Heck's Appointment

PRA Welcomes Bob Priest-Heck to the Board of Directors

On November 7, 2025, PRA, a prominent business events management firm in the United States, officially announced the addition of Bob Priest-Heck to its Board of Directors. This strategic appointment is expected to bolster the company's leadership as it continues to transform corporate meetings, incentive travel programs, and conferences.

A Seasoned Leader in the Events Industry

Bob Priest-Heck brings with him a wealth of experience, boasting over 30 years in leadership roles within the events and experiential marketing landscape. Previously, he served as the Chief Executive Officer at Freeman, a company renowned for its innovative approach and global reach in the events sector. Under his guidance, Freeman experienced significant growth and modernization, particularly in its service offerings and digital transformation initiatives.

Enchantingly, Priest-Heck is not just a seasoned executive; he currently collaborates with San Diego State University's L. Robert Payne School of Hospitality and Tourism Management to promote advancements in the hospitality and event sectors. His significant contributions have been recognized by the International Association of Exhibitions and Events, awarding him its prestigious 2025 Lifetime Achievement Award.

PRA's Vision for the Future

Ariane Coldiron, CEO of PRA, expressed her enthusiasm about Priest-Heck's appointment, stating, "I am thrilled to welcome Bob to the PRA Board. Having had the privilege of working under Bob's leadership at Freeman, I've seen firsthand his remarkable ability to lead large-scale event organizations. His understanding of client engagement and passion for innovation will be instrumental in elevating PRA's services and expanding our impact in the business events industry."

In his new role, Priest-Heck is expected to work closely with PRA's executive team, its private equity partner, EagleTree Capital, and the Board to steer the company's long-term strategic vision. Excited about joining PRA, he remarked, "I've had the privilege of working alongside some of the most passionate professionals in the events industry, and PRA stands out as a company that truly understands the power of experience to drive business results."

The Importance of Strategic Leadership

EagleTree principle members Anup Bagaria and Michael Struble echoed similar sentiments regarding Priest-Heck’s appointment, emphasizing the honor it is for them to have someone of his caliber on their Board. They stated, "We have had the good fortune to know and work with Bob for many years; having him here is a tremendous asset to our collective goals."

PRA has a long-standing tradition as a leader in business events and destination management. The firm specializes in a diverse range of services including conferences, incentive programs, and sales meetings, providing integrated solutions that encompass strategy, creative direction, production, destination programming, and logistical support. With a history spanning over four decades, PRA is trusted by major organizations across the nation.

An Iconic Future in Event Management

Priest-Heck's appointment marks a pivotal moment for PRA, promising to enhance operational excellence and creative innovation in the business events landscape. As the company continues to redefine what is achievable in event management, the combination of his leadership experience and PRA's commitment to delivering impactful experiences positions them for remarkable success.

The future looks bright for PRA as it moves forward with its newly strengthened Board, underscoring its commitment to turning the potential of place into groundbreaking results that benefit clients and their audiences alike.

For more information about PRA and its services, you can visit pra.com.