The Rebuiling of a Family Business
After graduating, Rachel Etzler (MediaSt’22) began to rebuild Business Development Institute (BDI), her family’s events marketing agency, after COVID-19 dismantled the events industry. Etzler took a leadership role alongside her father, Steven, the company’s founder and CEO. As both a strategic leader and hands-on operator, Etzler has played a pivotal role in BDI’s recent success, which has included producing around 60 highly curated events annually and increasing long-term partnerships in the technology industry.
How do you describe your position at BDI?
We serve leading tech companies like NVIDIA, Adobe, Microsoft, HPE, Equinix and AMD. I support our clients directly while working closely with my dad to manage our sales. Because I have a bird’s-eye view of all our client events, I help prioritize tasks and ensure we’re aligned and efficient across every project.
What inspired you to rebuild BDI?
Entering the professional world in a post-COVID environment made me reflect on where I wanted to invest my energy. If I was going to dedicate 40-plus hours a week to a company, I wanted it to be one that truly mattered to me. BDI has played a huge role in my life — it helped make college possible for me — and I saw an opportunity to make a real difference.
What was it like stepping into a leadership role at a company your parents built?
From our earliest conversations, my dad showed a lot of trust in my leadership potential, which was a rare and meaningful opportunity for a 22-year-old. In many ways, it felt like a natural evolution as I grew up watching my parents run the business. I’ve always admired their entrepreneurial spirit, and stepping into a leadership role felt like honoring that legacy, while also building something of my own.
Looking back now, what advice do you have for yourself as you were graduating?
Be patient with yourself. Growth takes time, and it’s important to let your journey unfold naturally. Progress isn’t always linear, and that’s okay.
What else should we know about you?
I am proud of what we’ve accomplished so far — and how energized I feel about where we’re headed. Rebuilding BDI has been a mix of challenge, creativity and deep purpose. I’m grateful every day to work with my family, collaborate with an incredible team and create experiences that connect people in meaningful ways. We’ve hired my sister, Elizabeth Etzler (Edu’23), and two other employees are also Buffs: Matthew Jacobs (CritMediaSt’20) and Emi Veliz (Anth’20). BDI is a CU-powered company!
Photo courtesy Rachel Etzler