CHICAGO — RX released its Guide to Inclusive Events for external use, giving access to organizers, associations and other stakeholders to its strategies for championing inclusive experiences at events.
Divided up into different stages of the event lifecycle — Before the Event, Onsite, Special Events & Education, Networking Opportunities, Post-Event and a Speaker/Panel Prep Checklist — the guide addresses actionable strategies for each part of a show.
It also goes a step further, giving a tangible reason why that action is impactful to take, and gives firsthand accounts from show directors about how DEI efforts have impacted their shows.
From creating a sense of belonging and community to mitigating risks for your business, there are many positive effects of incorporating inclusion efforts throughout a business or consumer event laid out in the guide. Trade Show Executive talked with Ray Rhodes, Head of Inclusion & Diversity at RX, to find out more about the resource and why stakeholders in the industry should check it out.
MADDY: Just to start out, we’ve heard of DEI for a while now, but RX has something more with B for Belonging. Can you talk to us about why belonging is an essential part to your inclusion philosophy and strategy?
RAY: Belonging goes beyond representation. It’s about creating spaces where people feel welcome, safe, valued, and seen. We want every participant to connect deeply with our events, knowing that their unique needs and identities are considered at every stage – whether it’s the registration process, event design, marketing materials, or networking opportunities. No matter what is going on in the world outside of our events, RX strives to create spaces — for our employees and our customers — where everyone feels that they belong.
MADDY: RX has been a leader in inclusion; with RX shows being finalists for or winning TSE’s DEI Leadership Award at the Gold 100 in years past and other inclusion awards. Why was now the time to make those inclusive strategies available to the industry at large?
RAY: We’ve experienced firsthand how inclusion transforms events. The Guide to Inclusive Events encapsulates many of the lessons we’ve learned. Making it available to the broader industry is about empowering more organizers and associations to create environments that elevate and increase value of events while fostering equity and accessibility on a global scale. We collectively benefit from inclusion in the long run.
MADDY: Given the growing societal pushback on DEI efforts, why do you think it’s still vital for events to put inclusion front and center?
RAY: Inclusion isn’t optional — it’s foundational. We’ve seen how it fosters innovation, builds resilient communities, and creates meaningful connections. Especially in today’s divided world, events that celebrate differences and create shared experiences have the potential to break down barriers and unite people. At the end of the day, we are in a business where mindfulness and kindness must always be a top priority. Cutting through the ‘noise’ of hateful rhetoric from a very vocal and visible minority of folks and reminding ourselves that treating everyone with dignity and appreciation just makes good business sense and is essential.
MADDY: As mentioned, RX has long been championing inclusion. Can you share maybe some impacts of that strategy on the business overall (increased participation, increased revenues, etc.)?
RAY: Our inclusive strategies have led to higher attendance, deeper engagement, and more impactful partnerships. We’ve proven that inclusivity isn’t just right — it’s smart. It drives growth, strengthens brand reputation, and leaves a lasting, positive impact on our industry. Our customers notice when we bring different perspectives to our stages, make our show floors easier to navigate for mobility accessibility, provide them with spaces to decompress when they are overstimulated, or simply provide them with a place to sit when they need a moment to rest and recharge. Creating inclusive and accessible experiences is important to RX employees, who take great pride in making magic for our customers.
MADDY: What do you think is/are the most common misconception about inclusion efforts at events and how would you address that?
RAY: A major misconception is that inclusion is just ‘good PR’ and that it’s financially costly. The reality is that inclusion is an investment in long-term success. It’s not an extra — it’s an essential. By future-proofing events through broader perspectives and diverse customer needs, we add lasting value that far outweighs any upfront costs. In fact, many of the inclusive experiences we create do not carry additional costs and can be achieved through thoughtful design or reimagining existing programs and spaces.
MADDY: If you had to call out only three major takeaways from this guide, what would they be?
RAY:
- Representation is Transformative — Visuals, speakers, and content should reflect the diverse world we live in. This creates connections and fosters inclusivity within the industries we serve.
- Accessibility is Non-Negotiable — Thoughtfully designed spaces and services ensure every attendee can participate fully. Promoting accessibility features of our events is essential. For some participants, these offerings may mean the difference between attending the event or missing out.
- Cultural Respect Enhances Experiences — Celebrating local customs and accommodating cultural differences enriches events and makes all participants feel valued.
