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Formerly an event manager for NBC-TV and ESPN, Lauren Fishman launched her own company this year to execute corporate hospitality events for marketers and broadcasters. Past achievements include organizing VIP events for Super Bowl XXXI and ESPN's X Games. Clients include UPN, ESPN, Warner Bros. and Deutsche Bank North America. Her forte: merging entertainment with business in unusual venues.

Age: 40.

Title: Principal, Lauren Fishman Events, New York.

Opinion: The biggest deals are done during "business leisure" events. More executives are taking written agendas to the golf course and closing deals at concerts. Corporate hospitality events have become big business.

Insight: In the 1980s, business entertainment was about eating, drinking and dancing. Now high-end sales events are about healthy stuff, interesting topics and making an impact. There's more purpose and less waste.

Tip: Reinforce sponsorships by creating events to get executives directly involved in activities. Provide intellectual and creative challenges instead of passive entertainment.

Forecast: Integrated marketing will become more important to sponsors.

Hot: Product sampling at the executive level.

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