CHICAGO — Ashley Van Der Stuyf, Senior Manager, Events & Expositions at Promotional Products Association International (PPAI), was recognized as a 2025 Trade Show Executive (TSE) Trailblazer.
Van Der Stuyf manages PPAI Expo, which ranked No. 71 in TSE’s Gold 100 Class of 2024, and is known for her innovative approach to event experience and engagement. According to PPAI, she is a master with contracts, oversees budgets with ease and brings in attendees that are lively and engaged across all demographics.
TSE connected with Ashley to learn about her career journey and success strategies, and how she turns challenges into achievements.
ANDREW: What brought you to the trade show industry?
ASHLEY: I’ve always had a passion for event planning — from early memories of planning my sweet 16 carnival birthday party to pursuing a degree in Hospitality Management with a focus on event planning.
That passion opened doors, from an internship at the local convention and visitors bureau, where I helped coordinate a tabletop trade show, to the Disney College Program, where I further honed my ability to create memorable experiences.
More than anything, I’ve always loved bringing people joy, and the trade show industry has embodied this.
ANDREW: What are your key strategies for success as a manager?
ASHLEY: Leading a team has been an ongoing journey. I take inspiration from the leaders I admire and my mentor, while also recognizing everyone’s management style is different. For me, the key has been staying available, actively listening and building trust.
Related. Meet the 2025 TSE Trailblazers: Timothy Payne
ANDREW: What do you enjoy the most about your work?
ASHLEY: I love the chance to create memorable experiences for others. There is something incredibly rewarding in knowing that my efforts contribute to moments people will remember.
Beyond that, there’s a certain magic within this industry. It feels like a hidden gem — while millions of people attend events each year, the transformation from an empty space to a finished event is incredible. It’s a collaborative effort with so many people playing important roles behind the scenes and seeing it all come together is amazing.
ANDREW: What has been the proudest moment of your career so far?
ASHLEY: Being a part of a team that believes in me and has accelerated my career path.
ANDREW: What are your keys to success?
ASHLEY: Embracing change, adapting when needed and always aiming to deliver something impactful.
ANDREW: What challenges have you encountered in your career, and how have you overcome them?
ASHLEY: The challenges I have experienced in my career are also some of my greatest achievements. One hurdle was having to switch venues for our closing party — expected to host over 1,000 attendees— just 60 days before the event. New venue, new theme, new sponsorship items, new everything … in 60 days.
In this industry, it’s so important to be adaptable. Things don’t always go as planned so taking ownership, staying flexible and making quick adjustments are essential.
ANDREW: How do you stay motivated and avoid burnout?
ASHLEY: Honestly, I’ll let you know when I figure it out! But in all seriousness, burnout is something that many of us in the event industry face — it’s long hours, constant adaptability and not to forget tired feet.
I try to find small moments to recharge and take one day and event at a time. Truthfully, I love what I do and that keeps me motivated.
ANDREW: What advice would you give to an events industry up-and-comer?
ASHLEY: Transform every challenge into an opportunity to innovate and inspire.
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