CHICAGO — Since 2018, Trade Show Executive (TSE) has been recognizing outstanding women professionals in the trade show and events industry through the annual Women to Watch program. This year’s Class of 2024 is filled with exceptional professionals who excel in their work. TSE checked in with Women to Watch Ashley Kempson, CMP, DES, Director, Meetings & Convention Operations at the National Automobile Dealers Association (NADA), to find out what skills have helped her succeed, how she maintains a good work-life balance and advice for other women and up and comers in the industry.
MADDY: Can you tell us how you landed in the trade show industry? Was it a straight path here, or was it unexpected?
ASHLEY: My journey into the trade show industry was definitely not a straight path. I initially wanted to work in the music industry and started out promoting and managing concerts. While I loved that experience, through that, I learned I really just loved to plan and organize events.
From there, I transitioned over to an association, working on meetings & events. Over time, I worked my way up from managing smaller meetings to working full time on a trade show.
I never anticipated ending up in this field, but I am so happy I did. I find it incredibly exciting, there’s nothing like the buzz of the trade show floor. The opportunity to create cutting-edge education programs, showcase new products, and create amazing experiences for attendees is incredibly rewarding.
MADDY: What are some of the skills that have helped you move up in your organization, and how do you refine those skills?
ASHLEY: Being inquisitive, taking initiative, and having a strong grasp of technology have all been crucial. I’ve never been afraid to ask questions or challenge the status quo. Additionally, the ability to take criticism and course-correct has been essential. I continuously refine these skills by seeking out new learning opportunities, staying up to date on industry trends, being open to feedback, and challenging myself to always be learning new things, whether it’s in my industry or the industry I support.
MADDY: Thinking back on your career thus far, what is a standout moment that makes you proud of yourself?
ASHLEY: One of my proudest moments was when my family came to my show for the first time. Our jobs are often challenging to explain, and it can be difficult for people to grasp the scale of creating a mini city within a convention center. We are truly jack-of-all-trades, and it can sometimes feel like our efforts go unnoticed. Being able to walk my family through the expo floor and show them all the moving pieces — and the sheer number of people involved in pulling off such an event — was incredibly rewarding. It allowed them to see all the hard work and dedication that it goes into our industry, and it made me proud to share that experience with them.
MADDY: What is your motivation to continue striving for excellence in your work?
ASHLEY: My motivation stems from a love of learning and a constant desire to push myself to be better. I’m always striving to grow and evolve, never content with settling for the status quo and that shines through in my work. Every year after our Show, I ask myself, “what can we do better?” and “what can I do better?” Innovation is crucial in our industry, as it’s what keeps attendees coming back. It drives us to create new things and take on new challenges.
I am fortunate to be a part of an amazing team that is incredibly creative; we constantly challenge each other to create the next best thing. We work together and rely on each other, so I know my work needs to be my best, as I don’t want to let them down. At the end of the day, I want to create something that I am proud to attach my name to, and that is my driving motivation in achieving excellence.
MADDY: What’s the toughest decision you’ve had to make in your role and how did you handle it? Or, can you share a significant challenge you faced as a woman in this industry, and how did you overcome it?
ASHLEY: One significant challenge I’ve faced as a woman working in more traditionally male-dominated spaces is navigating the heightened scrutiny that often accompanies being a woman. I find that actions or decisions can sometimes be judged more critically. This has fueled my commitment to advancing inclusion and representation in the spaces that I work within.
In my role as an event organizer within the automotive industry, for example, I prioritize bringing diverse voices into the spaces and experiences that we create. My team and I are conscious about ensuring that a wide range of perspectives is represented in our education programming, because diversity strengthens the industry as a whole. I’ve learned that creating change doesn’t always require being in a position of direct influence, it’s about making a difference where I can. Sometimes, the most impactful contributions happen by fostering a culture of inclusivity in whatever role or setting you’re in.
MADDY: How do you maintain a healthy work-life balance to avoid burnout? How do you encourage others to do the same?
ASHLEY: I’m a big proponent of boundaries between work and personal time, especially with not checking emails or talking shop outside of work hours. While this isn’t always possible during the busy season, I try to preserve my personal time as much as I can. I spend my free time with family and friends and doing activities that fill me with joy, whether it’s playing with my dogs, reading, or crafting. I remind myself often, that while I love my job and career, I don’t live to work. I prioritize important moments outside of work, whether it’s small celebrations, concerts, phone dates with friends, anniversaries, or weddings. If it makes my heart happy and full, it’s a priority.
I’ve also learned the value of saying no when I feel stretched too thin. This has helped me avoid burnout both personally and professionally. Sometimes, a quiet night in with takeout is what is really needed. In addition, I’ve learned that asking for help at work is critical. It took a long time and many burnt out moments early in my career to realize I can’t do it all myself and it’s okay to be vulnerable and seek support. I’m so grateful to be a part of an amazing team of all women who are so supportive. When someone asks for help, there’s always a willingness to step in and lend a hand.
I also encourage my employees, teammates, and coworkers to take their vacation time and stress to them the importance of fully disconnecting during their time off. Their time outside of the office is important for them to decompress and relax, and I firmly believe nothing is so urgent it can’t wait until they return. Taking time off is crucial to staying healthy and effective in the long run.
MADDY: How do you think women can support each other more in this industry? Or, in what ways do you think the trade show industry is evolving to better support women in leadership roles?
ASHLEY: I’m lucky to be a part of a team of 13 women, and we are constantly lifting each other up. Whether it’s offering praise, encouragement, or simply being a sounding board, we are each other’s biggest supporters. This type of camaraderie creates an environment where we can thrive and grow both personally and professionally.
This industry is evolving, with more leadership roles opening up for women in executive positions. As more women step into these roles, they tend to lift other women up along the way. This ripple effect helps foster a culture of support and inclusion, creating opportunities for women at every level of the industry.
Beyond individual support, advocating for inclusive programming and ensuring diverse representation on boards is essential toward furthering progress. By prioritizing these values, we not only create more opportunities for women to lead, but we also ensure that different perspectives are heard and valued.
MADDY: What do you think the next big thing in the events space is going to be, whether it be related to technology, work models, experiences, etc.?
ASHLEY: I believe we’re moving towards more experiential events, especially as Millennials and Gen-Z begin to make up a larger percentage of our audience. These generations crave more immersive, festival-like experiences that engage them on multiple levels. With attendees having more limited time, we’ll also see a shift towards shorter, bite-sized sessions that offer more focused content.
Technology will be pivotal in this shift, giving attendees the ability to personalize their event experience more than ever before. As event organizers, we’ll need to adapt by creating highly customizable environments where attendees can choose how they want to engage, ensuring their time is maximized and meaningful.
MADDY: What advice would you give to other up-and-comers in this industry?
ASHLEY: My advice is to network extensively, stay curious, and keep informed on industry trends. This industry is built on relationships, so the more you connect with others — whether at industry events or through professional organizations — the more opportunities you’ll uncover. Building a strong network can provide guidance, open doors, and help you navigate challenges throughout your career.
The events industry is always evolving, so staying adaptable and informed is key. Be proactive in keeping up with new technologies, innovative formats, and the latest industry trends. By doing so, you’ll position yourself as a forward-thinking professional, ready to lead and adapt in an ever-changing environment.
Push yourself to step outside your comfort zone, too. Some of the best growth opportunities come from taking on challenges that may seem intimidating at first. And don’t be too picky — you never know where something may lead. We all dream of finding that perfect role, but it takes time to discover a place where you can truly thrive and feel at home.
Finally, don’t be afraid to fail. When things don’t go as planned, those moments often provide the best opportunities for growth in ways that success simply can’t. When you’re stuck between a rock and a hard place and it’s time to step up and find a solution, those are the moments that define you and build strength. Embrace these experiences as opportunities to expand your skills and resilience.
MADDY: What strategies have you found most effective for building a strong professional network within the trade show community?
ASHLEY: Most of my professional network has grown through attending industry events. Putting myself out there, meeting new people, and embracing opportunities to connect face-to-face has been key. I also find it helpful to leverage my existing network by asking for introductions, which naturally broadens my circle.
Staying in touch is essential — it’s about nurturing those relationships over time, not just exchanging business cards. I try to approach networking with authenticity, aiming to connect on a personal level rather than just a professional one. This approach has allowed me to build a network that feels genuine, supportive, and lasting.
Related. Meet the 2024 Women to Watch: Traci Hirst
MADDY: That role does mentorship play in your career development, and how can other women seek and cultivate these relationships?
ASHLEY: I was fortunate to find an incredible mentor through a previous job. She’s been a constant sounding board, encouraging me to take risks and navigate the right career paths. She was the first to see my potential and fostered an environment where I could learn and even fail creatively. At my current job, my boss has also become a mentor, helping me elevate my career to the next level by offering constant guidance on how to grow as a leader. She’s been my biggest champion and pushes me to be the best version of myself, and for that, I’m incredibly grateful.
This year, I’ve had the opportunity to mentor someone who is transitioning careers into meeting planning, and it’s been incredibly rewarding to offer that same support and guidance to someone else. For women seeking a mentor in the industry, I encourage you to put yourself out there, build relationships, and be persistent. People in this field are passionate about their work and are often eager to help others succeed. There are plenty of individuals willing to guide you along your journey — you just have to take the first step and reach out.
MADDY: How do you stay updated on industry trends and changes, and what resources do you recommend to your peers?
ASHLEY: I stay updated on industry trends in a variety of ways. Attending events is a big part of it — whether it’s through Trade Show Executive, my general service contractor, or my professional organizations. Hearing from top subject matter experts is always valuable, but I find that some of the best insights come from conversations with my peers. I’m part of an online community of meeting planners that has become a fantastic sounding board, where we exchange ideas and share experiences. Peer-to-peer learning is something I really thrive on, and I’ve learned so much from that network.
I also make it a point to attend other trade shows to see what my peers are putting into practice. It’s exciting to observe firsthand what’s new and innovative on the show floor and hear what people are buzzing about. Our industry is incredibly collaborative, and we’re constantly learning from one another. I recommend that anyone looking to stay on top of industry changes seek out events, professional communities, and peer networks — they’re invaluable for staying ahead of the curve.
MADDY: What is your vision for the future of women in the trade show industry, and what steps can be taken to foster greater inclusion and diversity?
ASHLEY: I envision a future where women play an even more prominent and influential role in the trade show industry, but there’s still significant work to be done around inclusion and diversity. A key area for meaningful change is in programming and leadership representation. We need to ensure that diverse voices — across gender, race, and background — not only have a seat at the table but are actively shaping the direction of our events and organizations. This includes creating opportunities for women and underrepresented groups to take on leadership roles, speak at conferences, and be visible in decision-making processes that impact the industry. When we intentionally amplify a wider range of voices, we’re building a culture that values and reflects the diversity of our audience. By opening doors and removing barriers, we can create a trade show industry where everyone has the opportunity to contribute, lead, and make an impact.
