CHICAGO — Our celebration of the 2026 Trade Show Executive (TSE) Trailblazers continues with Elyse Cyr, Director of Event Operations at Messe Stuttgart, Inc.
With a strategic mindset, operational discipline and collaborative leadership style, she elevates the impact of Messe Stuttgart, Inc.’s, trade shows and positions them as powerful platforms for industry growth and global connection, managing venue operations, exhibitor logistics, vendor management, operational planning and the coordination of complex international exhibitor participation.
We sat down with Cyr to discuss her career and major accomplishments.
ANDREW: What brought you to the trade show industry?
ELYSE: I was drawn to the trade show industry because it brings together strategy, logistics and human connection. Trade shows are where industries come together to launch products, form partnerships and actually move business forward — and that combination really appealed to me.
I also love environments that require problem-solving at a high level. Every event is essentially a large-scale puzzle, coordinating exhibitors, vendors, venues and attendees from all over the world.
When everything comes together and the show opens, you can immediately see the impact, which is incredibly rewarding.
ANDREW: What do you enjoy the most about your work?
ELYSE: I enjoy the operational challenge and seeing months of planning come to life on site. Delivering a successful trade show requires coordinating hundreds of moving parts, and making sure everything runs seamlessly for both exhibitors and attendees.
Watching exhibitors connect, launch new products and start relationships that turn into real business reminds me why these events matter.
ANDREW: Could you describe how you played a pivotal role in delivering operational excellence across Sun Shading Expo North America, hy-fcell Canada and Enterprise Technology Exchange (ET-x)?
ELYSE: Across Sun Shading Expo North America, hy-fcell Canada, and ET-x, my role focuses on ensuring that each event operates at a high level while creating a smooth and successful experience for exhibitors and attendees.
I oversee the operational planning — from exhibitor logistics and vendor coordination to venue operations and compliance.
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ANDREW: How did you help Sun Shading Expo North America break records in 2025?
ELYSE: 2025 was an exciting year for Sun Shading Expo North America as the event continued to grow and strengthen its position in the industry, and that success was very much a team effort.
The hard work, problem-solving and commitment from the entire team made a significant difference. Together, we supported new initiatives designed to enhance engagement on the show floor and ensured the operational details were handled smoothly despite the show’s expansion.
From an operational standpoint, my focus was ensuring that as we grew, we continued to maintain a seamless experience for exhibitors.
The results were a reflection of that collective effort — 74% of exhibit hall space was rebooked for the following year, and 60% of attendees were first-time visitors.
Those outcomes demonstrated not only strong exhibitor satisfaction but also the growing reach of the event, made possible by a highly collaborative and dedicated team.
ANDREW: Could you describe your collaborative leadership style?
ELYSE: My leadership style is highly collaborative. Events are inherently team-driven, and success depends on strong communication and alignment across many groups — from internal teams to exhibitors, contractors and venue partners.
ANDREW: What has been the proudest moment of your career so far?
ELYSE: Watching Sun Shading Expo North America continue to grow into a major industry platform. When exhibitors commit to returning year after year, it’s a strong indication that the event is delivering real value for the industry.
ANDREW: What are your keys to success?
ELYSE: Preparation, communication and adaptability. In event operations, preparation is everything.
The more detail you plan for ahead of time, the smoother the experience will be on-site. Communication keeps teams aligned and prevents issues from escalating.
And adaptability is critical because no event ever unfolds exactly as planned. The ability to stay calm and solution-oriented makes all the difference.
ANDREW: What challenges have you encountered in your career, and how have you overcome them?
ELYSE: One of the biggest challenges is managing complex logistics with exhibitors from around the world. International participants often face different shipping regulations, timelines and communication barriers.
I’ve focused on building clearer communication systems and streamlined processes that make it easier for exhibitors to navigate the preparation process.
ANDREW: How do you stay motivated and avoid burnout?
ELYSE: What motivates me most is seeing the impact our events have on the industries we serve. Trade shows create opportunities for companies to grow, collaborate and innovate.
Events require an incredible amount of teamwork, and recognizing the collective effort that goes into producing them helps keep everyone energized.
ANDREW: What advice would you give to an events industry up-and-comer?
ELYSE: Stay curious and take every opportunity to learn. The events industry touches everything from logistics and technology to marketing and strategy, and understanding those different pieces will make you a stronger professional.
And, don’t shy away from challenges — some of the most valuable lessons in this industry happen in real time on the show floor.
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