CHICAGO — The Trade Show Executive Trailblazers program was introduced in 2019 and has since aimed to spotlight up-and-coming talent in the trade show industry. Within its inaugural class of honorees was Carlos Baudett. Since being named a TSE Trailblazer, Baudett’s career has progressed, and he’s continued to make significant contributions to the International Council of Shopping Centers (ICSC).
At the time of being named a Trailblazer, Baudett was the Director, Trade Expositions at ICSC, and now after a career transition, he serves as the Senior Director of Business Development at the organization.
Trade Show Executive caught up with Carlos Baudett to find out more about what’s changed in his career, the ICSC portfolio and the industry since he was named a TSE Trailblazer in 2019.
MADDY: Can you tell us a bit about your role and responsibilities at the time of you being named a Trailblazer, and what initiatives you led that resulted in you being nominated?
CARLOS: At the time I was named a Trailblazer in 2019, I was the Director of Trade Expositions, overseeing trade show floor operations for several major ICSC events, including ICSC NEW YORK, which was our second-largest event at the time. One of my biggest focuses was growing the show floor, and I was directly responsible for leading the expansion of ICSC NEW YORK. Over about four years, we increased exhibit space by 127% and hit a record attendance of 10,300-plus attendees.
I think the nomination really came from taking ownership of that growth, being hands-on and working closely with a lot of teams to make sure the expansion was successful for exhibitors, sponsors and attendees.
MADDY: Looking to your work today, what are your current responsibilities and priorities?
CARLOS: Today, I’m a Senior Director of Business Development, and my role is focused on sponsorship and exhibit sales, as well as developing sponsorship programs across ICSC’s event portfolio. I work closely with partners to understand their objectives and align them with the right opportunities, whether that’s sponsorships, exhibits, speaking opportunities, or more customized activations.
I made the transition into business development during the pandemic, and at the time I found myself doing a little bit of everything. That experience helped me realize I really had a knack for business development and genuinely enjoyed it. My priorities today are driving revenue, building long-term partnerships, and making sure our sponsors and exhibitors see real value from their investment. I also collaborate closely with internal teams to ensure everything we bring to market is executed smoothly and delivers a strong on-site experience.
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MADDY: ICSC offers a strong range of sponsorship opportunities across its events. How are you and the team evolving sponsorship packages to deliver more measurable ROI and experiential value for partners?
CARLOS: We’re always looking for new and creative ways to evolve our sponsorship offerings. A big part of that is simply listening and going into every conversation with an open mind and really understanding what our sponsors are trying to achieve. We make it clear that we’re flexible and can build something custom to fit their goals, rather than forcing them into a one-size-fits-all package. Sponsors really appreciate that level of creativity and the opportunity to stand out, and we’ve found that the most successful partnerships usually include an experiential element, which is something sponsors are especially excited about right now.
MADDY: ICSC introduced ICSC@ and ICSC+. How do these event formats reflect the changing expectations of attendees in the industry?
CARLOS: We’ve been really intentional about making sure there’s something in our event portfolio for everyone. Some people are looking for larger, regional events with a strong trade show component, while others want more focused, discipline-specific content or smaller settings where it’s easier to connect. That’s why our portfolio ranges from our larger ICSC@ events, to the ICSC+ series that delivers more forward-thinking, specialized content, to our ICSC LOCAL events, which are designed to be more intimate and relationship driven. The goal is to meet people where they are and give them the type of experience that’s most valuable to them.
MADDY: How is ICSC incorporating sustainability and inclusivity into its sponsorship and exhibitor programs?
CARLOS: On the sustainability side, we’re doing more digitally, cutting back on waste on-site, and creating sponsorships that let brands show up in a more responsible way.
On inclusivity, offering sponsorship options that work for companies of different sizes, and being thoughtful about how brands engage with our audience. At the end of the day, we want our partners to feel like their investment reflects their values and that they’re part of something that’s moving the industry forward.
MADDY: Reflecting on your career so far, what have been some of the most memorable accomplishments, and what have been some of the challenges you’ve successfully navigated?
CARLOS: Overall, I’m really proud of my career to date. I started at ICSC 14 years ago in an entry-level role with no prior experience, and everything I’ve accomplished since then has come from hard work, learning on the job and staying determined.
One of my most meaningful accomplishments has been growing within the organization and successfully transitioning from event operations into business development. On the operations side, I learned how our events truly function, built strong relationships, and gained a deep understanding of what exhibitors and sponsors actually need. That foundation made the move into business development feel seamless and has played a huge role in my success.
Without question, the biggest challenge I’ve navigated was the pandemic. It was an incredibly uncertain time for the industry and for live events, but being nimble, open to taking on new roles, and leveraging my institutional knowledge really helped me push through that period. It ultimately made me more adaptable and well-rounded, and I’m proud of how I handled that chapter of my career.
MADDY: If you could go back in time and give yourself advice when you were early on in your career, what would you say?
CARLOS: I’d probably tell myself to slow down and be a little more patient. Early in my career, I wanted everything to happen right away and didn’t always realize that a lot of growth comes from just putting in the time and learning as you go. I’d remind myself that every role and every challenge is part of the process, even when it’s not obvious in the moment. Keep showing up, keep learning, build relationships, and trust that things will fall into place because they usually do.
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