CHICAGO — This year’s lineup of Trade Show Executive (TSE) Power Lunches was full of heavy hitters, from association executives to show managers to facility leaders and suppliers, their wide-ranging expertise and perspectives brought new ideas, tales of innovation, future-forward insights and leadership inspiration to the TSE community.
As we head into the new year, TSE checked back in with our 2024 Power Lunch executives of 2024 to find out what they’re expecting and looking forward to in 2025.
Michelle Mason, FASAE, CAE, President and CEO, ASAE (American Society of Association Executives)
“With the proliferation of AI-driven tools, there will continue to be a focus on personalization at association meetings and events. Association leaders can harness data analytics to deliver hyper-customized event experiences, from tailored session recommendations to customized networking experiences. This is a great opportunity for associations to enhance member engagement and provide measurable value, helping associations deliver unmatched experiences in what remains a competitive landscape.
“Sustainability will also likely be a defining feature of successful meetings and events. From carbon-neutral venues and waste reduction programs to responsible sourcing of materials, association leaders will need to embrace transparent sustainability practices and be able to demonstrate measurable outcomes.
“With these areas of focus in mind, association meetings and events will continue to thrive in 2025. The desire for in-person interactions, professional development and meaningful relationship-building remain defining aspects of association events.”
Check out Michelle’s Power Lunch here!
Melodie Anderson, CEM, DES, Vice President of Meeting and Exhibit Experiences, Institute of Food Technologists
“Attendees are price sensitive. It’s imperative that event organizers prioritize delivering an outstanding attendee experience with high engagement, while monitoring attendee costs. Now is the time to promote all of your event offerings: shuttle if offered, any complimentary meals, resources/tools, learning and other networking opportunities so that attendees see the ROI in your event.
“Sustainability will continue to play a major role in shaping events for 2025. Partnering with your general service contractors, hotel partners and exhibitors will mean reduced emissions, less waste — especially in food and beverage, and increased diversity at your event.
“AI and Innovation will be key drivers for events. Attendees want to know what’s new and how innovation will change their industry and roles. What is your event doing to deliver?
“Wishing all of my fellow show organizers a Happy New Year — see you in 2025!”
Check out Melodie’s Power Lunch here!
Nancy Walsh, President – North America, Informa Markets 
“Looking ahead to 2025, the trade show industry is poised for significant transformation, driven by delivering unparalleled solutions to meet customer needs.
“For us, that means embracing a highly targeted approach to attendee acquisition, prioritizing engagement with the buyers who bring the greatest value to our event and elevating their experience with white-glove services, exclusive networking opportunities, and personalized content that I believe will become essential for building loyalty and driving ROI for both attendees and exhibitors. In 2025, the focus will shift from one-size-fits-all approaches to tailored experiences that prioritize meaningful connections and high-value touchpoints.
“Additionally, I anticipate a growing emphasis on curated environments and content on the show floor. These enhancements will not only help attendees navigate the event more efficiently but also create an exciting, buzz-worthy atmosphere. By integrating educational opportunities directly into the show experience, we enable exhibitors to participate seamlessly while maximizing their ROI, fostering a dynamic and enriching environment for everyone involved. Engaging content, immersive show floor experiences, and innovative marketing strategies will be critical to meeting these goals.
“Finally, I anticipate that we will need to navigate and adapt to new market realities influenced by the administration, which may include shifts in sourcing and labor diversification. However, by staying agile and maintaining a strong focus on value creation, I am confident that our industry can continue to evolve and thrive in the face of these changes.”
Check out Nancy’s Power Lunch here!
Vinnie Polito, CEO, Society of Independent Show Organizers
“The change in leadership in the USA will not result in the significant drop off in international attendance. Organizers will increase planning windows and work more closely with the State Department, and we will not see any significant declines post inauguration for the organizers that plan accordingly.
“I expect Sovereign Wealth to play a larger role in the tradeshow industry on both the supplier and more significantly on the organizer side in 2025.
“AI will enhance the industry in all ways and sooner than anticipated.”
Check out Vinnie’s Power Lunch here!
Mike Carlucci, Chief Operating Officer, Clarion Events North America 
“Talent/Talent Development: One of Clarion’s strategic focuses has been to continually attract, develop and retain the next generation of industry leaders. We are proud that our offerings and focus on development has yielded at 92% employee retention rate in North America. It is paramount to foster a culture of continuous learning and improvement by providing opportunities for continuous growth and development which will drive innovation, efficiency, and desired company performance. Clarion’s strong focus on talent development allows us to retain top talent and have a competitive edge in the industry as talent will continue to be a source of investment in resources across the industry.
“Efficient Integration: With the torrid pace of acquisition and interest in the events space, speedy and efficient integration into the operational framework of our businesses is vital to maintaining a competitive edge in the market. Companies with measured and process-driven integrations will drive efficiencies, minimize disruption and foster a culture of collaboration and success. Ultimately, this helps deliver better value to customers and key stakeholders while maintaining enthusiasm that comes with new ventures – cultivating a company culture fixated on engagement in driving strategic initiatives.
“Data for Strategic Decision Making: The Events industry is no doubt a fast-paced environment. Our ability to make informed, data-driven decisions is more crucial than ever before – a clear trend across all of our businesses. Companies that leverage data effectively are outpacing their competitors, driving innovation and results. Taking this approach enables us to more easily pivot when necessary – becoming more agile with the value we provide, in the markets we serve. For Clarion, developing a culture around data-driven decision making has allowed us to gain valuable insights, spot trends in our markets and make more precise and accurate decisions. Data serves as our North Star for better decision making, aligning with our customer needs and desired outcomes while again fostering a culture of continuous learning among our teams.”
Check out Mike’s Power Lunch here!
Matt Logan, Executive Vice President, Informa Markets Engineering
“As the trade show industry looks ahead to 2025, several dynamic trends are set to redefine how we connect, engage, and grow.
“Advancements in artificial intelligence are transforming the way we approach marketing, content development, and sales processes. AI-driven tools enable hyper-personalized marketing campaigns, streamlined content creation, and data-backed sales strategies, empowering event organizers to better understand and engage their audiences. From predictive attendee analytics to AI-generated content, these technologies are reshaping how we attract, connect with, and retain customers.
“The post-COVID rebound has faded, and with it, the influx of pent-up demand. In 2025, the industry will face renewed challenges in gaining visitor loyalty, driving double-digit attendance growth, and delivering strong return audiences. Success will hinge on creating events that offer unmatched value and relevance while fostering deep, long-lasting connections with attendees. Attendee expectations are evolving, and curated customer experiences are becoming the norm. Key customers now seek structured, targeted engagement at every stage of their journey—before, during, and after events.
“In an increasingly globalized world, replicating successful brands across international markets will become more appealing. Trade shows will look to establish strategic footprints in key regions, leveraging their proven formulas while adapting to the nuances of local markets. By cloning successful event models and tailoring them to specific regions, organizers can tap into new opportunities, diversify revenue streams, and grow their global presence.
“As we move into 2025, these trends highlight the need for adaptability, innovation, and a customer-first mindset. The trade show industry’s ability to embrace these shifts will determine its success in a rapidly changing world.” 
Check out Matt’s Power Lunch here!
Karen Chupka, Managing Director and Executive Vice President, Global Connections and Events, National Association of Broadcasters (NAB)
“My prediction is that shows will have limited growth in the first half of the year as companies will be waiting to see policy change effects. The second half will see modest increase as companies become more comfortable with the new normal.”
Check out Karen’s Power Lunch here!
Larita Clark, CEO, Metropolitan Pier and Exposition Authority
There will be increased focus on the security of C-level attendees and speakers.
“Security has always been a priority for trade shows and events. The tragic death of Brian Thompson, United Healthcare CEO, in November 2024, further illuminated the importance of security for C-level meeting attendees and speakers. It is critical for convention center and hotel teams to exercise due diligence by working jointly with event organizers to determine a comprehensive safety and security plan for every event. Last month’s event will have a long-term impact on how we plan for the safety of executives and VIPs.”
Venues must increase their ability to predict and respond to dynamic attendance.
“The days of predictable events and attendance are diminishing. In 2024, a number of McCormick Place events exceeded projections while other events are challenged by global and industry shifts. As true partners to our customers, we must challenge ourselves to better anticipate and adapt to their needs. As a venue, we have insight from multiple types of events from a variety of industries and should engage with our customers to proactively apply this knowledge and experience. It is essential that we flex and pivot with our customers, anticipate their needs and be prepared to offer them options. For example, we could assist in reimagining the space to recreate a more intimate experience. We need to work harder to bring the vision to our customers by understanding their business and their needs as well as fostering peer-to-peer intelligence.”
Global audiences will be critical for growth.
“Global audiences are a huge opportunity for meeting organizers, in fact, members of our Customer Advisory Board expressed this during our November 2024 meeting. As a venue and destination, we must be prepared to support and encourage this growth. Looking ahead, it is imperative that venues have the infrastructure in place to easily deliver on global preferences. We should also consider providing tools to assist international attendees in justifying and enhancing their return on investment (ROI) for making a greater financial and time commitment to attend events in the United States. Destinations can support events in enhancing the ROI of attending by creating connections within the local community and providing more information about local opportunities to sell their products or services. Finally, it may be a good idea for venues and destinations to partner with our customers to establish the ‘why attend’ for global participants.”
Check out Larita’s Power Lunch here!
Bob Priest-Heck, Member of the Board, Former CEO, Freeman 
Doubling Down on Community Building
“We are already seeing a mandate for change driven by generational shifts in attendee composition. In the coming year, I expect that the innovators among event organizers will push beyond the usual echo chambers, empowering their teams to find new and more relevant ways to create value. They must provide both a platform for communication and a compelling reason to participate, in order to expand and strengthen the communities they serve.”
Exhibitors Leveraging the Power of Live Events in a Dynamic Marketplace
“In an increasingly fragmented world, more CMOs will lean into the power of live events to build their brands by creating spaces for trust-building and collaboration. Many are expected to go beyond traditional exhibitor opportunities by hosting their own events. Freeman’s research shows that two-thirds of exhibitors (62%) are considering, or are already planning, their own events. Innovative event organizers will introduce new opportunities that complement traditional exhibit programs to better deliver on exhibitor’s strategic priorities. The ensuing marketplace dynamics should make for an interesting year and, hopefully, one that brings added value for attendees because smart brands will demand it.”
Check out Bob’s Power Lunch here!
Issa Jouaneh, President, Connections, Emerald
“Emerald’s vision for 2025 is all about seizing new opportunities and driving growth. Here are the key trends we believe will shape our business:
“Growth and Expansion — The U.S. real estate landscape is experiencing a dynamic shift where we’re, beginning to see a surge in both the property renovations and new developments in a number of different cities. This evolving property marketplace presents an exciting opportunity to reassess identify and ultimately capitalize on the most promising opportunities that align with Emerald’s brand vision, activation goals, and experiential objectives. Whether it’s large-scale events or intimate meetings, across a wide range of industries, we’re ready to explore all options.
“Additionally, the recent promotion of Christina Wilkes to Senior Vice President of Operations at Emerald underscores our dedication to this initiative. Christina brings over 20 years of event management experience, with expertise in driving business transformation and improving operational performance. Her leadership will be instrumental in accelerating this effort, ensuring we effectively seize opportunities and deliver results aligned with Emerald’s strategic priorities.
“Development of Talent — Building a smart and adaptable workforce with a laser focus on sales objectives is crucial for our success in 2025. This involves implementing purposeful work models, enhancing our onsite, remote, and hybrid work options, and adopting a flexible, adaptive approach to meeting the company’s staffing needs.
“This strategy includes reopening our Alpharetta, Georgia office, which will serve as a sales-focused hub with a focus on leveraging our talent resources effectively and driving collaboration between sales and other brand teams and departments.
“Reinforcing the Platform — Advancing and expanding Emerald’s platform to drive audience and attendee acquisition while enhancing their experience at Emerald events is central to our 2025 strategy. This approach highlights the critical role of leveraging technology and data, ensuring alignment with our vision to foster attendee engagement and elevate the overall experience.
“We’ll be rolling out new innovations and embracing AI-driven solutions to identify trending attendee needs Additionally, we’ll explore AI capabilities as plugins to enhance and evolve the Emerald platform further. Moreover, we’ll implement automated marketing programs to strengthen and scale our platform in response to these advancements.”
Check out Issa’s Power Lunch here!
Susan Newman, Senior Vice President, Event Strategy, National Retail Federation 
“Generational shifts will require that we continue look at our events differently…both from a content perspective, tech perspective as well as what offerings need to be integrated into our events (activations, quiet zones, areas for streaming etc.).
“Price increases from venues, contractors and service providers will eventually bring many shows to an end. Show managers can no longer pass these expenses on through increased booth fees. Exhibitors will be reaching a threshold and will decide to walk away from events providing the least ROI. The “must be there to be seen” mentality will go away with a bigger focus on profits.
“365 communities will be the key to success. Keeping customers engaged throughout the year (content and in-person offerings) and interacting with each other (communication portals and events) will keep audiences engaged and loyal.”
Check out Susan’s Power Lunch here!
Chuck Grouzard, Executive Vice President, Business Development, GES and IAEE 2025 Chair
“Curating a new and fresh approach to how we create the attendee journey will be critical in how we plan and execute exhibitions and events – attendees today are increasingly prioritizing experiences, personalization, sustainability, and digital convenience in their pursuit of how and why they will commit their time to attend exhibitions and events in 2025, this is a profound shift in market dynamics. Their evolving preferences reflect a desire for deeper engagement, responsible consumption, and seamless interactions. Building new communities for the attendees to network, learn and engage with a need for personalization at exhibitions and events in 2025 will be more of the norm. The new communities should be based on the attendees and exhibitors’ demographics and preferences driven by data and research, this will continue to evolve and shape how attendees consume and experience exhibitions and events differently. Businesses that align with these trends through innovation and personalization are poised for long-term success.
“We will continue to see the exhibition industry undergo an incredible transformation as it relates to how we embrace innovation and technology. Artificial Intelligence, Virtue Reality, and advanced analytics are redefining how we connect, collaborate, and create value. The future of our industry is bright, together as an industry we can continue to shape an industry that thrives on connection, collaboration, innovation, and creativity.”
Check out Chuck’s Power Lunch here!
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