CHICAGO — Throughout this year, the topic of workforce development has been centerstage for the trade show and exhibitions industry, as organizations work to figure how to attract, develop and retain talent among their ranks.
The Exhibitions and Conferences Alliance (ECA) made workforce development a major priority on its agenda for 2024. At Skills USA in Atlanta this year, the newly formed Exhibitions Industry Collective had a booth showcasing career opportunities in business events. With the tagline “The Largest Industry You’ve Never Heard Of,” there was a heightened focus on getting what some call the “invisible industry” into the spotlight.
There is significant value and reach in exhibiting at events like SkillsUSA and advocating for policies on Capitol Hill through ECA’s Legislative Action Day, along with the work industry associations like the International Association of Exhibitions and Events (IAEE) do to bring awareness to the industry.
One such group making progress on the workforce development front is the Exhibitions and Events Workforce Development Federation (EE-WDF), and Trade Show Executive talked with Laura Palker, President and Co-founder of the EE-WDF and CEO of Trade Show Solutions Center, to find out more about the Federation’s efforts.
Q: For those who do not know of the Exhibitions and Events Workforce Development Federation (EE-WDF), can you tell us what the organization is and its mission
Laura: The Federation embraces a pivotal moment in history to revitalize the events industry workforce and to empower its future workforce. This endeavor involves modernizing the National Career Cluster Framework, facilitated by Advance Career and Technical Education (ACTE), and expanding the definitions of taxonomy structure of the O*NET Codes by creating new trades through the Department of Labor’s (DOL) Registered Apprenticeship Program (RAP). The objective is to align these economic systems, industry demands and advancements, ensuring relevance and efficacy in preparing individuals for lucrative opportunities within the sector.
At its core, this initiative embodies the Federation’s commitment to its mission: Connecting, supporting, and developing the industry’s workforce. By modernizing career cluster frameworks, the Federation aims to bridge the gap between traditional education and the evolving landscape of the events industry. This strategic move acknowledges the need for agility and adaptability in workforce development, particularly in sectors characterized by rapid technological innovation and shifting market dynamics.
The integration of CTE into the initiative underscores a proactive approach to skill development, offering practical, hands-on training that equips individuals with the competencies needed to excel in high-paying roles within the industry. Through targeted educational programs, pre-apprenticeship programs and apprenticeships, aspiring professionals can gain invaluable experience and expertise, positioning themselves as assets in a competitive job market.
Furthermore, the establishment of O*NET Codes through the DOL RAP streamlines the classification and recognition of occupations within the events industry. This standardized framework not only facilitates job matching and career exploration but also enhances transparency and accountability in workforce development efforts. By providing clear pathways and credentials, the Federation empowers individuals to make informed decisions about their career trajectories while promoting industry-wide standards of excellence.
Ultimately, this initiative represents a strategic investment in the future vitality and sustainability of the events industry. By fostering a skilled and adaptable workforce, the Federation not only meets the immediate needs of employers but also cultivates a talent pipeline capable of driving innovation and growth for years to come. Through collaboration and commitment to professional development, the Federation paves the way for a thriving and resilient industry ecosystem, where individuals can thrive and contribute to collective success.
Q: The EE-WDF is involved on advocacy fronts, as well as general awareness of the events industry. Can you tell us a bit about The Invisible Industry Tour and what the purpose of that was?
LAURA: The Invisible Industry Tour, a 49-foot Triune Quad-X Trailer, allowed us to bring awareness to communities on the eastern seaboard in a meaningful way. We were able to focus on three main messages; economic impact, career inspiration and the six verticals in the events industry; Corporate (B2B), Personal Events, Fairs and Festivals, Political Conventions and Fundraising, Sports Events and Performances.
We were invited to the original location of the Washington D.C. Convention Center to celebrate Global Exhibitions Day, paying homage to the industry’s artisans, masters and professionals. Then connecting with educators, highlighting the Invisible Industry Tour and the future vision to create Mobile Learning Labs at the Mobile Learning Lab Conference produced by Learning Undefeated and then onto Philadelphia where Former Council Member Green opened the North Apron of City Hall to us as he hosted the Democratic Municipalities Organization Annual Meeting.
We were able to meet with city officials from across the country and talk about the opportunities the events industry could provide as we moved toward rebuilding our communities post pandemic.
Our trailer was on the show floor at ExhibitorLIVE and Expo! Expo! [IAEE’s Annual Meeting & Exhibition] to showcase the impact of the exterior and the messaging on the interior from testimonials, video economic impact statements, sustainability and time lapse videos that captured the transformation of an empty convention hall to a mobile city. The many sponsors who made this possible helped became ambassadors for our industry.
Related. Global Exhibitor Launches Trade Show Basics Training Course
Q: The EE-WDF has worked with a variety of resources to get the word out more about the events industry, including Youth Science, the Department of Education and CTE. Can you tell us what the outcomes of working with those entities have been?
LAURA: To date, the Federation is now recognized as a New York State Department of Labor Registered Apprenticeship Group Sponsor, we have two signatories and two active apprenticeships. We launch our pre-apprenticeship program November 14 &15, 2024, and begin recruiting industry educators to build a nationwide network to begin the work of recruiting candidates and vetting those who show promise for our Strategic Partners, Affiliates and Supporters.
We created a partnership with YouScience to produce a Career Fair in a Box, a hands-on learning experience that will both build awareness of the Modernized Career Cluster Framework and provide students an opportunity to produce a career fair. And, lastly our committee work with Career and Technical Education (CTE) allows us to learn best practices from other industry organizations, and educators to ensure our job descriptions and best practices are integrated in the new frameworks.
Q: The EE-WDF has worked with the Department of Labor to establish an Apprenticeship Program for our industry. Tell us about what that process was like, and what we can expect from the program. How will it help in developing a skilled workforce for our industry?
LAURA: The apprenticeship program is an On-The-Job Training Program. Our pre-apprenticeship program will help us to provide foundational training about our industry, career inspiration and qualified candidates for the DOL Registered Apprenticeship Program. When an apprentice is hired by an employer, the candidate will have a good understanding of the industry, and the role and responsibilities associated with the job. Funding opportunities through grants, scholarships and donations will help to defray the cost of training required to rebuild, and this new workforce will ensure sustainability as we face the silver resignation.
Q: Can you explain what the Career Cluster Framework is used for and how this industry was originally categorized, and then talk about how you and the EE-WDF have changed that?
LAURA: The National Career Clusters® Framework serves as an organizing tool for Career Technical Education (CTE) programs, curriculum design and instruction. The Super Sector previously followed the NAICS Code “Hospitality, Culinary and Tourism” it has been modernized to read Hospitality and Events due in large part to the work done by Nurit Smith, Executive Director of Music Forward and myself.
Data from the Live Events Coalition collected during the pandemic represented the overall industry and was used to identify our industry verticals, jobs and existing NAICS Codes that reflected jobs that were close. Many of our jobs were found in the NAICS Code “Other” (82). This advancement is historic and will be a part of the story of Becoming Visible. We can no longer hide behind the shadow of the curtain; we must be visible so that we can protect our workforce and ensure the growth of our workforce.
Q: Another exciting update on the workforce front from the EE-WDF has been the start of a new veteran’s program, led by Nicole Klein. Tell us how that program looks to give to the events industry and also give back to veterans, and what other new initiatives we should expect to see from EE-WDF.
LAURA: Nicole Klein is a founding member of our Board of Directors; she, like so many of us, carries a passion for the events industry and for our country’s heroes. It is befitting that I write about this program on Veterans Day. We are so grateful for our veterans and the members of our military. The skills developed are in alignment with the skills and commitment to excellence that we find critical to our success. We are an industry that requires an interdisciplinary team to succeed, and our military has specialized training in these essential skills. Nicole is working with Board Members and recruiting a committee to build an industry awareness campaign focused on our veterans. The campaign will act as a conduit to our pre-apprentice opportunities, DOL Registered Apprenticeship Programs for OTJ training.
Anyone interested in helping with this committee should email Laura Palker at laura.palker@ee-wdf.org
