CHICAGO — Kathryn Holabird joined Questex in 2021 as a Senior Operations Manager and was promoted to Director, Event Operations after just a year.
Holabird has been responsible for operations for more than 10 Questex events ranging between 500 and 20,000 attendees, manages budgets that total more than $18 million in exhibit and sponsorship revenue, and maintains expense control to keep the events operating at a profitable gross margin.
In 2025, Holabird was recognized for her achievements as a Trade Show Executive (TSE) Trailblazer. TSE caught up with Holabird to learn about her career journey, solution-oriented mindset and keys to success.
ANDREW: What brought you to the trade show industry?
KATHRYN: My journey into the trade show industry began unexpectedly. I initially pursued a degree in Healthcare Management, thinking I would work in a hospital or clinic setting.
As part of my degree requirements, I secured an internship at the American Diabetes Association, which included working on their annual Health Expo. My role involved helping to plan and secure vendors for the event, and I instantly fell in love with the dynamic nature of event planning.
It was such a fulfilling and exciting experience that I couldn’t imagine doing anything else. After the internship, I was offered a full-time position to manage the event.
The connections I made there eventually led me to an opportunity with the Exhibitor Services team at Penton, now part of Informa, and that’s where my career in trade shows truly took off.
ANDREW: What do you enjoy the most about your work?
KATHRYN: What I enjoy most about working in the events industry is the constant change and the opportunity for creativity. No two days are alike and every event brings new challenges and opportunities to innovate.
This variety keeps me engaged and excited about the work I do. On a deeper level, the most rewarding part of my role is seeing my team grow and succeed.
We have an incredible group of young professionals and being able to mentor them, support their development and watch them flourish is incredibly fulfilling. It’s a privilege to be a part of their journey.
ANDREW: What has been the proudest moment of your career so far?
KATHRYN: My proudest moment was my first event back after the COVID-19 pandemic in late 2021. The challenges we faced were immense — there were new health protocols to implement, logistical constraints to manage and a far smaller event than we were used to.
However, the energy in the room was electrifying. Attendees and exhibitors alike were so grateful to be back in person and despite all the hurdles, we were able to bring the community together again.
That moment was a testament to the resilience of the industry and to my team’s dedication to making the event happen. It reminded me why I love what I do.
ANDREW: What are your keys to success?
KATHRYN: I believe that success lies in the refusal to settle for the status quo. Even when things seem to be going well, there’s always room for improvement.
I focus on identifying areas where we can enhance our processes, whether it’s customer service, logistics or event execution.
By consistently looking for ways to improve, we ensure that our work remains dynamic and continues to evolve.
Additionally, I believe that making mistakes is an integral part of growth. While caution and due diligence are necessary, I work in an environment that values agility.
We make decisions based on the information available and we move forward quickly, learning from missteps along the way. This approach fosters innovation and keeps us on our toes.
ANDREW: Why is a solution-oriented mindset important?
KATHRYN: A solution-oriented mindset is crucial because no event is ever without its challenges. There will always be unexpected obstacles or last-minute changes that arise, and being able to handle these with a calm, adaptable approach is key to ensuring a successful event.
When you expect the unexpected and remain flexible, you’re better equipped to pivot and find creative solutions quickly.
This mindset not only helps maintain a smooth event experience for attendees and clients, but it also ensures that the team remains focused on outcomes, rather than dwelling on the issues at hand.
Related. Meet the 2025 TSE Trailblazers: Stephen Hess
ANDREW: What challenges have you encountered in your career and how have you overcome them?
KATHRYN: The events industry is no stranger to challenges. In the course of my career, I have faced layoffs, acquisitions, understaffing, economic downturns and a pandemic. These disruptions can lead to uncertainty within the team and the organization.
To overcome these challenges, I’ve learned that maintaining a positive attitude is absolutely essential. Staying optimistic not only helps with personal resilience but also plays a key role in inspiring and motivating the team, particularly during stressful times.
While it’s easy to succumb to fear and uncertainty … I’ve come to understand how crucial it is to focus on what can be done in the present moment.
It’s important to keep pushing forward, even when circumstances feel overwhelming. Focusing on the bigger picture, remaining adaptable and embracing change has allowed me to not only weather these storms but also come out of them stronger, with a greater sense of preparedness for future obstacles.
ANDREW: How do you stay motivated and avoid burnout?
KATHRYN: Motivation comes naturally to me because I genuinely love what I do. However, I’ve also learned the importance of taking care of myself to avoid burnout.
One lesson I’ve learned is the need to protect “me” time — whether that means taking a vacation or simply taking a break to recharge. It’s essential to recognize when you’re overworked and to ask for help.
Perhaps most important is the work environment. It plays a huge role in preventing burnout.
I’m fortunate to work in a place where I love what I do, feel supported by my colleagues and have leadership that always has my back. This combination helps me stay motivated and prevent burnout.
ANDREW: What advice would you give to an events industry up-and-comer?
KATHRYN: My first piece of advice would be to never assume you have all the answers. Even after years in this industry, I learn something new almost every day.
Just when I think I’ve mastered a particular aspect of event planning, new challenges and innovations come along. Always remain open to learning.
Take on new tasks, volunteer for subcommittees and ask questions. Understanding the roles of others that impact your events is just as important as knowing your own.
The second piece of advice is to have patience with your career growth. Advancement takes time and it’s important to absorb feedback from mentors and leadership.
Sometimes positions you aspire to may not exist yet, but you can prepare by becoming the best candidate for when those opportunities arise. Focus on building a strong foundation and the right opportunities will come when the time is right.
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