We are delighted to welcome Natalie De Fazio, Founder and CEO of Pinnacle Live, as today’s guest.
Natalie is a seasoned entrepreneur with a strong background in leadership and consulting, including roles at consulting firms such as KPMG. Over the years, she has collaborated with many leading names in AV production within the meetings and events industry and is now focused on building and growing her new brand.
Stay tuned to hear Natalie’s story and the insights she shares today.
Natalie’s Journey
Natalie began her career in consulting after studying business and economics, working across multiple industries and building expertise in strategy, analysis, and leadership. After working at several firms, including KPMG, she became an independent consultant and soon realized the value of bringing a fresh perspective to organizations. Her work with Freeman introduced her to the events space, where she fell in love with the people and the experiences they offered. She went on to co-found Pinnacle Live in 2021.
A Customized Experience
Pinnacle Live was created to fill a gap in the audiovisual services space within hotels. They focus on delivering a more customized, higher-touch experience rather than trying to be everything to everyone. This positioning enables the company to serve venues that require a more customized solution, while maintaining a strong emphasis on relationships, service quality, and consistency.
An Outside Perspective
Pinnacle Live’s key advantage comes from not being originally rooted in the events space. Questioning “why” and challenging the way things have always been done opens the door to new ways of thinking. Bringing in ideas from other industries helps avoid an echo chamber and encourages innovation, curiosity, and solutions more closely aligned with customer needs.
Innovation
Natalie believes that innovation is about trying new things that actually drive value, rather than simply changing for the sake of change. Creating a culture where people are willing to try and fail fast opens the door to better ideas. Maintaining a smaller-company feel while growing allows every voice to be heard and ideas to flow freely, regardless of role or title.
Data
Data highlights trends, indicators, and direction, but it does not tell the whole story. Combining data with anecdotes and opinions creates a far more complete picture. Clear KPIs across leadership, regular review, and accountability ensure alignment, while avoiding overreaction to short-term fluctuations.
Transparency
A high level of transparency around financials, performance, and goals helps employees understand the bigger picture and their role within it. Sharing both positive and bad results builds trust, encourages ownership, and creates a more engaged workforce. Natalie applies the same transparent philosophy to her customers.
Hiring
For Natalie, recruiting is about more than competencies and professional experience. She looks for people who believe in the vision, feel fulfilled by the work, and are excited to be part of building something. It has to be a match because even highly capable people won’t perform at their best if they’re not genuinely invested in the role and the company’s direction.
Creating Experiences
Events are no longer just about sitting in a room and watching presentations. People want immersion and a sense of belonging. The role of an AV and production partner is to understand the objectives and bring creative ideas to life through sound, light, and visuals, creating a feeling and environment that delivers on those goals.
Trust
Establishing trust is paramount for Natalie. Communication, proactive planning, and reliability are essential for delivering a seamless experience. The best feedback comes from being easy to work with, dependable, and consistently delivering on expectations, driven entirely by people who are both passionate and well-trained.
AI
Natalie feels that AI saves time and removes manual work. That gives teams more time to focus on more valuable work, such as working with customers, innovating, and developing better experiences. However, human input remains essential to ensure it is thoughtful, strategic, and correct.
In-Person Experiences Still Matter
Natalie believes that people still want to connect, collaborate, and share their experiences. Virtual and hybrid events have their place, but they are not quite the same. When people come together, their experience must feel intentional and immersive, and be something they are part of rather than just watching.
Maintaining Quality While Scaling
Natalie wants to ensure that Pinnacle Live continues to deliver high-touch services, tailored solutions, and real relationships. For her, that means constantly asking how to improve the experience and making sure her team fully understands the required standard.
Looking Ahead
Natalie wants Pinnacle Live to continue delivering consistently for clients and continue building strong relationships with hotel partners. She also sees growth in the broader production space, expanding beyond hotels into more complex production work. Her goal is to continue building the business while staying true to its founding goals.
BIO: Natalie De Fazio
Natalie De Fazio is the Chief Executive Officer of Pinnacle Live, a leading provider of premium event technology and production services. A seasoned executive with more than 20 years of experience in strategy consulting, operations, and corporate leadership, Natalie specializes in transforming organizations, building high-performing teams, and driving sustainable growth.
Before becoming CEO, Natalie served as Founding President of Pinnacle Live, where she played a central role in shaping the company’s strategic direction, expanding capabilities, and strengthening its people-first culture. Prior to founding Pinnacle Live, she served as Vice President of Corporate Strategy at Freeman Company and was a member of the Executive Committee at Encore Event Technologies.
Earlier in her career, Natalie held leadership and consulting roles at KPMG, Stax Inc., Aon Hewitt, and Accretive Health, and founded her own consulting firm, NMD Strategy. Known for her pragmatic, data-informed leadership style and passion for innovation, Natalie is committed to elevating live event experiences and advancing an industry built on meaningful human connection.
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