For this month’s Smart City Spotlight, we spoke with Jessica Torres, Customer Sales and Service Manager at the Orange County Convention Center. With 15 years of experience growing through the ranks, Jessica’s journey reflects the kind of long-term dedication, leadership, and operational expertise that define our teams in the field.
Starting as a Customer Sales and Service Representative in 2010, Jessica steadily advanced through Event Coordinator and Supervisor roles before stepping into her current position as CSSM. Along the way, she developed a comprehensive understanding of exhibitor operations, event logistics, and the communication required to keep large-scale shows running smoothly at the Center of Hospitality.
In our conversation, Jessica shares what it takes to lead during high-pressure events, how Smart City delivers peace of mind to clients, and why teamwork is the foundation of success at the Orange County Convention Center. She also reflects on the moment an empty hall transforms into a full-scale production, her connection to HIMSS, and an unexpected love for her Hello Kitty collection! Jessica Torres, this is your Spotlight!
Hi Jessica! Let’s start with your background. Can you tell us a little about your journey and how you became a Customer Sales & Service Manager at Orange County Convention Center?
J: I started my career with Smart City in November 2010 as a Customer Sales and Service Representative. After three years in that role, I was promoted to Event Coordinator, where I gained a deeper understanding of our events, our building operations, and the partnerships that support our work. I truly enjoyed each experience, and that enthusiasm pushed me to take on more responsibility and continue growing.
A few years later, I moved into the Customer Sales and Service Supervisor position. In that role, I worked closely with our Operations Manager, which gave me a full view of our operational processes, from order placement and processing to installation and event closeout. This was when I really started developing deeper knowledge in our processes and naturally became a resource the team could turn to when they needed help.
After a year in the supervisor role, I was promoted to Customer Sales and Service Manager at the Orange County Convention Center. Each step along the way helped me build the experience, perspective, and leadership skills that prepared me for this position.
What does a typical day look like for you?
J: A typical day for me always starts with a strong cup of espresso; that’s non‑negotiable. After that, everything depends on the events we have in the building. Some days I’m easily hitting my 10,000 steps without even trying, and other days I have to remind myself to look away from my screen and blink like a normal human. Throughout it all, I’m actively engaging with my team and leading them in identifying the day’s top priorities so we stay aligned and focused. No matter what the day brings, it always centers around our clients and making sure we’re delivering the level of customer service they expect at the Center of Hospitality.
What skills have been most valuable in helping you succeed in the role?
J: One of the most valuable skills I’ve refined is my ability to see the big picture in all kinds of situations. My years of experience help me stay calm, think clearly, and figure out the best solution. This is especially helpful when clients are stressed and feel their big event is on the line. Those are the moments when we truly have to live out our motto: “In a hectic world, we provide peace of mind.” The experience I’ve gained over the years allows me to look at each situation and choose the best response for both our team and our clients. At the end of the day, I care about our team’s success and the success of our entire organization. It’s all about staying steady, thinking things through, and keeping a sense of humor when things get a little crazy.
What motivates you to do this work every day?
J: What motivates me every day is the incredible team I get to work with and the clients we support. I’m surrounded by some of the best people in the industry, each of them bringing their own level of excellence, dedication, and heart to what they do. Seeing our team come together, especially during high‑pressure events, is something special. Their commitment to succeeding as a group makes the work feel meaningful. And when our clients walk away happy and their events run smoothly, it reinforces exactly why we do what we do. That shared success, the kind built through teamwork, trust, and a whole lot of passion, is what keeps me energized and excited to show up every day.
What role does Smart City play in putting together successful events at the Orange County Convention Center?
J: Smart City plays a key role in ensuring events at the Orange County Convention Center run smoothly and successfully. We work closely with our venue partners well in advance of each show and remain fully engaged throughout the entire event. Our team participates in planning visits, operations meetings, tie‑downs, and production meetings so we can align on every detail and operate as one unified team.
Because of this level of collaboration and involvement, we consistently receive positive feedback not only from our clients but also from our venue partners. That shared commitment to communication, preparation, and service is what helps us contribute to seamless, successful events at the OCCC.
Do you have a favorite or rewarding part of your job? Why?
J: My favorite part of my job is getting to see and experience the incredible variety of events that come through the OCCC. It never stops amazing me how an empty hall can transform into something completely different in just a matter of days. One minute it’s a blank concrete floor, and the next it’s a full‑scale production, forklifts moving nonstop, carpeting being rolled out, utilities being dropped, booth builders constructing entire mini‑cities, and teams working in perfect (and sometimes chaotic) harmony.
Watching all of that come together is a moment that always makes me pause and think, “Wow… this is a whole different world.” Even after 15 years, the creativity, scale, and uniqueness of each event still leave me in awe. It may not be specific to my role, but witnessing those transformations up close adds something special to my day and keeps the job exciting.
What do you enjoy most about working with customers?
J: What I enjoy most about working with customers is the chance to play a meaningful part in the success of their events. Every interaction is an opportunity to understand what they need, anticipate challenges, and help create an experience that feels effortless on their end. There’s something incredibly satisfying about knowing the support I provide contributes to a smooth, successful show. And every now and then, when everything clicks, there’s that quiet moment where you can tell you’ve made their day a little easier, and that feels pretty great.
Do you have a favorite event? Why?
J: My favorite event is the HIMSS (Healthcare Information and Management Systems Society) Global Conference. It stands out for several reasons. It was one of the first major events I worked as a CSSR, and it pushed me to learn quickly and understand the complexity of large‑scale exhibitor operations. HIMSS is also the largest event we handle at the OCCC in terms of exhibitor orders, and I’ve always enjoyed the challenge of managing such a high‑volume, detail‑driven show; especially now as the Manager responsible for ensuring every order is accurate and delivered successfully.
Beyond the operational side, HIMSS sparked a personal interest for me. Seeing how healthcare and technology intersected at the event inspired me to pursue my Bachelor of Science in Health Informatics and Information Management. That interest eventually led to the opportunity to intern with HIMSS in 2023, which made the event even more meaningful in my career journey.
What do you think sets the Orange County Convention Center apart when it comes to event execution?
J: What truly sets the Orange County Convention Center apart is its unwavering attention to detail and commitment to hospitality. Everyone who works in this building, regardless of their role, shares the same goal of ensuring every client has the best possible experience, no matter the size or complexity of the event. That level of care is why the OCCC is known as the “Center of Hospitality,” and it’s something we’re proud to support as one of their partners. Their culture of service, collaboration, and excellence makes event execution smooth and consistently successful.
How would you describe your team culture within your center?
J: Our team culture starts with the people we bring in. We cast wide nets to find the best talent, and once they’re part of our team, we focus on nurturing their growth so they can continue to excel. Everyone brings their own strengths, perspectives, and levels of excellence, and that diversity is a big part of what makes our team so strong.
From there, our culture is rooted in working hard, supporting one another, and staying connected. We put a lot of energy into delivering exceptional customer experiences, so we make it a priority to create moments where we can step away, recharge, and reconnect as a team. Whether it’s a small activity or a dedicated team‑building day, these opportunities strengthen trust, spark creativity, and remind us why we work so well together.
When we return to our daily work, we’re more energized, collaborative, and focused, and that directly elevates the service we provide here at the Center of Hospitality. It’s a culture built on excellence, connection, and taking care of our people so we can deliver our very best.
Overall, are there any skills you’ve developed here that have surprised you?
J: After being with the company for 15 years, I’ve developed a wide range of skills, but one that genuinely surprised me is just how essential clear, intentional communication is. Over time, I’ve learned that communication isn’t just about sharing information, it’s about setting expectations, preventing misunderstandings, and keeping both clients and teammates aligned, especially during high‑pressure events. It’s a skill that has grown with me throughout my career and continues to be one of the most valuable tools I rely on every day.
Are there any lessons you’ve learned here that you think are valuable for others starting in a similar role?
J: One of the most valuable lessons I’ve learned in this role is the importance of true teamwork. As one of our Business Principles states, “Teamwork means focusing on the team’s success, realizing ultimately that the team’s success is your success.” That mindset has shaped how I approach every event. It’s not just about our internal team, it extends to our venue partners and our clients as well. When everyone is aligned, communicating, and working toward the same goal, the entire experience becomes smoother and more successful. For anyone starting in a similar role, understanding the power of collaboration and shared success is something that will carry you far.
And lastly, what’s something fun that people might not know about you?
J: Something fun people might not know about me is that I fully lived through, and proudly embraced, my Hello Kitty era. It was a time I really enjoyed, and honestly, that love never completely went away. I still pick up Hello Kitty items whenever I can, and a few pieces even have a home in my office. My latest addition, the Starbucks Hello Kitty, has quickly become my favorite because it perfectly blends two things I love: coffee and Hello Kitty.
We want to thank Jessica Torres-Cruz for taking the time to reflect on his journey with our company! To read more Smart City Spotlights, check out our blog!
