Glass (right) rejoins the ABEA board after Lion’s exit.
The Australian Business Events Association (ABEA) has appointed Samantha Glass to its board following the resignation of Penny Lion due to other professional commitments.
She is founder and principal of Glass Advisory and brings more than 20 years' experience across business events, corporate affairs, government engagement and strategic communications.
Prior to establishing Glass Advisory, Glass spent more than a decade at the International Convention Centre Sydney (ICC Sydney) as director of corporate affairs, communication and sustainability, where she was part of the venue's founding executive leadership team.
Glass previously served on the ABEA board representing venues and also chaired the association's Sustainability Special Interest Group.
She was first appointed to the board in March 2024 in a convention centre position, and exited in June 2025 after she left ICC Sydney.
ABEA chair Peter King thanked Lion for her contribution to the association: “Lion’s professionalism and experience has been invaluable. She has contributed at so many levels including being the chair of the nominations committee.”
On Glass' appointment, King said: "Samantha has dedicated her career to bringing together industry, government and key stakeholders to advance the business events sector.
“She has an exceptional ability to translate research and industry priorities into meaningful advocacy, while her experience across communications, sustainability and stakeholder engagement will further the work ABEA is doing on behalf of members.”
Through Glass Advisory, Samantha advises organisations on corporate affairs, government relations, stakeholder engagement, sustainability and impact measurement.
In addition to leading Glass Advisory, Glass is a practitioner-researcher and PhD candidate at the University of Technology Sydney, where her research focuses on the broader societal value of significant events and strengthening the evidence base for industry advocacy.
Glass stated: “Business events create lasting economic, social and community benefits, and I look forward to working with the Board to continue strengthening the industry's voice and demonstrating its value.”