HOUSTON — In December, the who’s who of the events industry will head to H-Town for Expo! Expo! IAEE’s Annual Meeting and Exhibition.
Trade Show Executive’s Young Professionals Corner connected with Chuck Grouzard, IAEE’s 2025 Chairperson and Executive Vice President of Business Development, Creative and Design at GES, to get tips for young or new attendees.
ANDREW: What advice would you give to first-time attendees at Expo! Expo!?
CHUCK: Consider taking advantage of the Show Organizer First Timer Program to obtain a full access badge for just $499 (versus $1,099 regular rate). This is an incredible value that includes all learning sessions, show floor access, networking receptions and the General Session.
Next, come prepared to participate because Expo! Expo! is not a passive experience. Plan to actively engage in the five learning zones on the exhibition floor, schedule your exhibitor appointments and show up ready to connect with fellow attendees.
Finally, stay through the entire event. The networking opportunities build throughout, with different experiences each day. From Monday’s chapter receptions and Awards Celebration with the Opening Party to Wednesday’s Expo! Expo! 2026 Milwaukee preview party, each element has its own value.
ANDREW: What are some must-attend parts of the event?
CHUCK: Monday evening’s festivities kick off with the IAEE Chapter Receptions, followed by the Opening Reception that includes the IAEE/TSNN Awards Celebration. This is a great way for first-time attendees to warm up for the ONE EPIC EVENT that is Expo! Expo!
Tuesday morning’s general session features keynote speaker Kyle Scheele presenting what promises to be a fantastic session, “Thinking Inside the Box: How Tough Times Fuel True Creativity and Innovation.” There will also be a special 50th anniversary celebration of the CEM Learning Program, I will join IAEE’s Marsha Flanagan for a year-in-review and we will welcome incoming chairperson Brian Pagel of Emerald.
Activity on the exhibition floor begins Tuesday and continues through Wednesday. By the time attendees join their peers at the Expo! Expo! 2026 Milwaukee Party on Wednesday evening, they will have everything they need to take them into the new year with powerful knowledge and business connections.
ANDREW: What tips would you share to help attendees navigate the show floor?
CHUCK: Schedule your exhibitor appointments in advance. With more than 250 exhibitors and extended exhibition floor hours, plan strategic meetings rather than wandering aimlessly. Show Organizer First Timer Program participants must complete four scheduled appointments, including one with Map Your Show, the Show Organizer First Timer Program sponsor.
Use the exhibition floor Learning Zones strategically. Since education is integrated onto the exhibition floor, you can easily move between learning sessions and exhibitor conversations for the perfect balance between learning and networking.
As a registered participant in the First Timer program, use the First Timer Lounge as your home base. This area is great for enjoying complimentary refreshments, regrouping between appointments and comparing notes with fellow newcomers who understand what you’re experiencing.
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ANDREW: How does the Show Organizer First Timer Program benefit new attendees?
CHUCK: The savings offer a low-risk opportunity to launch what will most likely become a long relationship with Expo! Expo!
I know many industry veterans who, like me, have been regulars at Expo! Expo! for decades (and counting!). The program also offers VIP treatment and insider access that allows participants to experience why Expo! Expo! holds the reputation as the industry’s premier event. Simply put, the return on investment is unbeatable.
The program requirements ensure you maximize your investment through mandatory participation elements that guide you to the most valuable experiences. It also connects you with other first-timers who are navigating the same experience, creating an instant network of peers and sense of community.
ANDREW: Are there any other resources that you recommend first-timers make use of?
CHUCK: Plan your days beforehand using the show app, which will be live in November. Research the various sessions, their key takeaways and times to maximize your experience.
Read the emails from IAEE as a registered attendee. The association sprinkles in things you need to know starting a month out from the event to ease you into all the activities and things to prepare for so that you’ve got a game plan going into Houston.
ANDREW: What can you share about your first Expo! Expo!? Is there anything that you wish you would’ve done differently – or are happy to have done?
CHUCK: I wish I would have used more of the advanced resources that IAEE provides to help the first timer plan their attendee journey. Setting up advance appointments prior to arriving at Expo! Expo! is also key.
One thing that I did do — and have continued for the past more than 28 years — is find the time after Expo! Expo! to send my follow up emails, notes and/or calls to key industry stakeholders I met with or randomly met with.
Returning from Expo! Expo!, everyone is trying to finish off the year and get ready for the holidays. Dedicating one post-Expo! Expo! day when you can focus your follow up efforts is always helpful instead of waiting until after the first of the year.
Don’t forget to attend your Chapter Reception — that is something I have not missed in all of the Expo! Expo!s that I have attended. And, of course, make sure to pack comfortable shoes (!!!) and bring business cards!
ANDREW: How has this event impacted your career?
CHUCK: Attending Expo! Expo! over the years expanded my professional network, deepened my industry knowledge and provided me opportunities to be exposed to great content and education.
I learned valuable lessons over the years about the evolving expectations of attendees, the importance of data-driven decision making and how technology continues to shape the exhibitions and events industry.
I met so many industry stakeholders that allowed me to learn and grow from each interaction with them.
The insights shared challenged me to think more creatively as well as approach my work and my role at GES with a more forward-thinking and solutions-oriented mindset, which my clients and colleagues appreciated.
ANDREW: What is special about Expo! Expo! this year?
CHUCK: This year’s event will be the first time the General Session literally opens up to the exhibition floor — we cannot wait to showcase this innovative layout!
The General Session will transform over two days into a new layout for specialty education — a true learning in action moment for your own show!
Additionally, attendees will be able to seamlessly move between more than 250 industry suppliers and five Learning Zones that will integrate more than 50 content sessions directly into the space. It truly brings together the best of both worlds.
We will also debut the IAEE Sustainability Sanctuary. This multi-zone collaboration hub goes beyond conversation to drive tangible action. It will bring together industry leaders, solution providers and advocates to tackle the real-world challenges we are facing as we embrace and incorporate sustainability into our exhibitions and events.
ANDREW: Is there anything else that you would like to add about Expo! Expo! 2025?
CHUCK: We have several surprises along with the way that will be fun for all attendees. The theme this year is ONE EPIC EVENT, but we are also looking at having fun!
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