CHICAGO — Trade shows have changed dramatically in recent decades, with technologies such as the internet, the smartphone and now AI bringing disruption and opportunities. Created in 1927, Freeman has witnessed it all — and helped the industry evolve with changing times. Today, the company offers a wealth of event solutions, including AV production, strategy and show planning, and show on site services. Led by CEO and Board Member Janet Dell, Freeman is committed to being on the cutting-edge, whether it is by working to reach net zero carbon emissions or studying Gen Z. Trade Show Executive (TSE) spoke with Dell about Freeman’s creation, evolution and opportunities.
ANDREW: How was Freeman created?
JANET: It all started with Buck Freeman, a college student who discovered his passion for bringing people together to create meaningful experiences while decorating fraternity parties at the University of Iowa. In 1927, he turned that passion into Freeman Decorating Company with a simple philosophy — focus on being the best, not the biggest.
From those humble beginnings decorating local events to becoming a global leader in the events industry, we’ve stayed true to Buck’s vision. Today, 97 years later, that same commitment to excellence, integrity and creating moments that matter continues to drive our success and shape everything we do.
ANDREW: How has Freeman changed through the years?
JANET: Freeman has grown from a small, family-run decorating company into a global leader in live events, while staying true to our core values of integrity and empathy. Over the years, we’ve thoughtfully expanded our capabilities and expertise to meet the changing needs of our clients and the industry.
Today, we’re creating unforgettable experiences that deliver real results for the world’s leading brands. We’ve embraced new technologies to enhance our services and developed data-driven solutions that help our clients succeed. Through each evolution, we’ve maintained our commitment to creating meaningful moments that bring people together.
What hasn’t changed is our focus on our people and our dedication to excellence. We continue to foster an environment where talented individuals can thrive, bringing together diverse perspectives to tackle industry challenges in innovative ways. This blend of heritage and forward thinking has helped us stay connected to our roots while continuing to grow and adapt.
ANDREW: How does Freeman benefit the events industry?
JANET: At Freeman, we’re making events better in two main ways. First, we’re using technology to simplify things for our clients. We’re updating our digital tools to make working with us easier and more efficient.
We also dedicate ourselves to understanding what’s happening in our industry through ongoing research. By listening to attendees, exhibitors and organizers throughout the year, we gather insights that help everyone adapt and grow.
The Freeman Trends Report shares these findings so we can all work together to deliver great experiences, both now and in the future. For example, our latest findings show that Gen Z now outnumbers Baby Boomers in the workforce, which is reshaping event expectations.
We’re proud to be part of this industry’s story, working alongside our clients and partners to create meaningful moments that bring people together.
ANDREW: How did you join Freeman, and what do you appreciate about the company?
JANET: What drew me to the events industry was its ability to connect people in ways that matter. It’s a fast-paced, creative and collaborative space, and I was excited by the opportunity to make an impact.
When I learned about Freeman, I was drawn to its incredible legacy and its reputation as a family-owned company with a people-first culture. The opportunity to work in an industry that connects people in such meaningful ways immediately resonated with me.
Since joining Freeman, it’s been an amazing journey of growth and discovery. What I value most is the passion and dedication of the team, as well as the diverse perspectives they bring — together, they’re at the heart of everything that makes Freeman so successful and impactful.
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ANDREW: What else should a young events professional know about Freeman?
JANET: At Freeman, we create unforgettable moments that connect audiences with the world’s leading brands, and for young professionals joining our industry, there’s something truly special about our story.
What began with Buck Freeman’s vision has flourished into a global leader, but it’s our people who make the real magic happen. We’re a vibrant community spanning four generations, integrating fresh perspectives with the expertise of those who’ve spent entire careers here. This diversity positions us perfectly to tackle the evolving needs of our industry in innovative ways.
What makes Freeman truly unique is our culture of continuous growth and learning. Our side-by-side program pairs young professionals with industry veterans, where you’ll gain hands-on experience and valuable mentorship.
The collaborative nature of our work naturally creates networking opportunities, and with multiple lines of business, career paths often evolve organically as people work across teams. We take pride in our track record of internal promotions and we’re especially proud that many of our alumni have moved into leadership roles throughout the industry — a testament to our commitment to developing talent.
We’re embracing technology, like generative AI, to support our success and set new industry standards. Every day brings opportunities to create moments that matter, and that’s what makes Freeman not just a workplace, but a launchpad for extraordinary careers in the events industry.
ANDREW: What were some of Freeman’s accomplishments in 2024?
JANET: 2024 was a milestone year for Freeman. We were proud to have been named a 2024 Top Workplace in the U.S. in USA Today. This recognition is particularly meaningful because it comes directly from our team members’ feedback.
We were honored to receive multiple Culture Excellence awards celebrating our workplace culture, including recognition for innovation, work-life flexibility and leadership. These awards reflect our commitment to creating an environment where talented individuals can thrive.
Throughout the year, we continued to enhance our services through thoughtful use of technology. For example, generative AI has helped us win new business, deliver customized safety training to our teams and create smoother experiences for our customers. We also maintained our focus on understanding industry trends through ongoing research, helping both Freeman and our clients adapt and grow.
What makes these accomplishments especially meaningful is that they reflect our commitment to our people and our industry while staying true to our values of integrity, empathy and inclusiveness.
ANDREW: What do you predict for Freeman this year?
JANET: At Freeman, we’re excited about the opportunities ahead in 2025. We’ll continue reimagining events by embracing AI and emerging technologies that enhance how events are designed, delivered and experienced. These tools will allow us to create even more personalized and impactful moments for our clients and their audiences.
We’re also focused on attracting and empowering the next generation of talent. Their fresh perspectives and tech fluency are invaluable in shaping the future of our industry.
By investing in their growth and fostering collaboration across our multi-generational workforce, we’re building a team that’s equipped to tackle what’s next and ensure Freeman continues to set the standard for innovation and excellence. Every day brings new opportunities to make events better and we’re ready to embrace them while staying true to our values.
ANDREW: What should a young events professional do if they are interested in learning more about Freeman?
JANET: If you’re interested in exploring opportunities with Freeman, connect with us on LinkedIn and our social channels to see our latest work and stay current with industry trends. You can also visit our website to learn about the innovative work we’re doing and understand our culture.
And if you see us at an event, please come say hi. There’s nothing like experiencing firsthand the creativity and energy of our team in action.
We’re always excited to meet talented people who share our passion for creating moments that matter and how you might be a part of it.
ANDREW: What advice would you give to a young events professional?
JANET: My advice? Stay curious. Our industry evolves incredibly fast — from emerging tech to changing attendee expectations. The most successful event professionals I know are those who constantly ask “what’s next?” and aren’t afraid to experiment with new ideas.
Never stop learning. Whether it’s diving into new technologies, attending industry events or learning from experienced colleagues — each experience builds your expertise.
And here’s what I believe matters most: build genuine relationships. Events are fundamentally about bringing people together and the connections you make —with clients, colleagues and mentors — will be your superpower. I’ve had amazing mentors throughout my career who challenged me to think differently and dream bigger.
ANDREW: Is there anything else that you would like to add?
JANET: We are in one of the most exciting industries out there — we create moments that truly matter. To young professionals considering this field: you’re stepping into a world where you can innovate, connect and make a real impact. The future of events is bright, and we can’t wait to see how the next generation of leaders like you will help shape it.
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