Trade Show Talk Podcast

In episode 80 of Trade Show Talk, Host Danica Tormohlen speaks with Toni Piela, RX's Head of Strategy and M&A for the Americas, about acquisitions, event launches, and growing established shows. Piela explains how customer loyalty, community insight, industry value chains, and purposeful event experiences guide RX's strategy, with examples including BookCon, ISC, and the PGA Show. We discuss RX's acquisition evaluation framework—from customer proposition and industry need to RX's ability to grow the event and strength of the acquisition team. Plus, we talk about how she's using AI for Industry value-chain mapping to identify upstream and downstream adjacencies. Finally, she shares RX's attendee-persona approach to tailoring event content, networking, and experience. Key highlights from our conversation Piela says a strong customer proposition, attendee retention, community engagement, and the right talent are central to evaluating an acquisition. Her marketing background helps her assess targets through the customer's eyes and identify growth beyond the financials. RX looks for launch opportunities in industries it knows, using emerging trends, new job titles, and demand for content as signals. BookCon grew from the consumer community around Book Expo; its first year drew more than 25,000 attendees and sold out. Lessons from consumer events include creating belonging, serving different attendee personas, and making events accessible and welcoming. ISC's Digital Trust and Identity adjacency connects physical security, cybersecurity, biometrics, and zero-trust topics while building an audience for exhibitors. Piela describes industry value-chain analysis and AI as tools for mapping adjacencies and assessing market shifts. The PGA Show's racket-sports adjacency responds to customer growth in pickleball, padel, and tennis, and could eventually become a standalone event. Curated meetings can add value when relevant, including as a focused program for a new segment rather than an entire show. Piela discusses Women in Exhibitions, mentoring, and making the events industry supportive of women's career growth. Quotable Key quotes from Piela from our interview: "The most important piece of it is is there a strong customer proposition and is there a genuine industry need for this event?" "The people that are behind the business that we're acquiring is really, really important." "The ability to evaluate a business through a customer's eyes." "We tend to prefer launching off of industries and communities we're already in." "The community around that consumer side stayed really strong. They basically were demanding the event." "We want to evolve with them." "If you have the exhibitors there and not the right visitor audience to meet them, then it can really fall flat." "We want to make sure everyone attending the event has a sense of belonging." "We really want to continue evolving our digital tools so that we can make sure that no matter what someone is attending to the event for, they're getting what they need out of it." "There's room for everyone, we can make opportunities for people." Insights from Piela Evaluate acquisition targets for customer loyalty, retention, community engagement, strategic fit, and the talent that comes with the business. Look for launch signals in industry investment, disruption, emerging job titles, and requests for conference content. Map the full industry value chain, including upstream and downstream opportunities, when exploring adjacencies. Build new segments with trusted community experts and ensure the right visitor audience is present for exhibitors. Assess whether curated meetings fit the event or a particular segment, rather than assuming every show needs a full-show program. Plan event schedules with purpose, including pre-arranged meetings and downtime to recharge. Chapters 00:00 Why investment and consolidation signal confidence in events 02:40 How a marketing career informs M&A decisions 06:36 RX's acquisition criteria: customer proposition, fit, and talent 10:24 Finding launch signals and turning Book Expo into BookCon 13:16 What B2B events can learn from consumer communities 16:23 Keeping established shows relevant for changing generations 18:21 Building ISC's Digital Trust and Identity adjacency 23:08 Belonging, accessibility, and the fan-event experience 26:14 Curated meetings and simpler digital event tools 32:01 Post-pandemic strategy and using AI to map value chains 35:00 PGA Show's racket-sports opportunity 36:55 Women in Exhibitions and career support 40:32 First shows, travel, reality TV, and skincare 47:02 Recharging as an introvert at busy events 50:04 Family travel planning and the Disney spreadsheets

Micah Desforges on Jackalope, action sports tourism, and building a community brand Micah Desforges, Founder of Jackalope and CEO of Tribu Experiential, speaks with Trade Show Talk host Danica Tormohlen about how Jackalope grew from a backyard idea into a multi-city action sports festival and community platform. Desforges explains how free events, destination partnerships, and athlete-led content can bring together tourism, media, and local economic impact. Also in this episode is our monthly advocacy update with Tommy Goodwin, president and CEO of the Exhibitions and Conferences Alliance. He talks about ECA Votes and current policy developments relevant to the events industry. Tommy explains how listeners can learn about key issues, get involved, and find voting information, then shares updates on association tax status, terrorism insurance, tariffs, and upcoming industry events. In this interview with Micah: Micah's event portfolio: Jackalope, Apik, and Barbegazi. Why free admission helps make action sports more accessible and can drive spending to local businesses. How destination partners evaluate the tourism, marketing, and community value of an event. How a chance meeting led to the Virginia Beach partnership—and how the event grew. What attendees can experience in Ventura and Virginia Beach, from skateboarding and BMX to motocross and highlining. How athlete collaborations, social media, and live webcasts support event promotion. Micah's experience navigating event safety, weather, and the pandemic. The planned Jackalope Pass, designed to connect fans with participating sports venues. In this interview with Tommy: What ECA Votes offers through its "learn, engage, vote" approach. How listeners can explore issues, prepare questions for candidates, and check voter registration. Tommy's take on the election landscape at the time of recording. Policy updates concerning nonprofit status for associations, terrorism insurance, and tariffs on Chinese-built ships. Upcoming opportunities to connect with Tommy at industry events. Chapters 00:00 – Welcome to Trade Show Talk 01:39 – Meet Micah DeForge and Tribute Experiential 02:26 – Jackalope, APIC, and the action sports event portfolio 04:12 – Free admission and the action sports tourism model 05:53 – How free events generate value for local destinations 07:35 – Why city and destination partnerships matter 08:54 – Destinations as co-producers of signature events 10:11 – Building a destination brand through events 11:15 – Virginia Beach becomes a long-term partner 12:03 – The chance meeting that started the Virginia Beach deal 14:18 – Room nights, economic impact, and advertising value 15:37 – The goal of a 10-stop Jackalope tour 16:30 – Ventura's launch and the 2028 Olympics opportunity 18:31 – What an event weekend feels like for attendees 20:45 – Virginia Beach's 12-discipline festival 22:19 – Sponsors, vendors, and the Jackalope community 24:16 – Social media and athlete-led promotion 26:47 – Security planning and working with host cities 28:45 – Micah's lessons from 15 years in events 30:43 – COVID, content, and buying back company equity 33:10 – International expansion and the Jackalope Pass 37:03 – Turning event attention into a broader community 39:48 – Micah's wish-list destinations 41:10 – What Micah carries when he travels 42:06 – Stepping into the spotlight and building a personal brand 43:28 – The idea of adding live music and emerging artists Tommy Goodwin on ECA Votes and policy issues affecting the events industry Chapters 00:00 – Advocacy update introduction 00:22 – Why elections matter to the events industry 00:42 – ECA Votes: learn, engage, and vote 01:13 – Resources for getting involved at any level 01:42 – Voter registration and ballot information 02:12 – Finding industry issues and candidate questions 02:59 – Tommy's election outlook 04:07 – Policy updates from Washington, DC 04:32 – Association nonprofit status and events 05:13 – Terrorism insurance legislation 05:32 – Tariff pause and potential cost impacts 06:46 – October and upcoming industry events 07:56 – Closing the advocacy update

Trade Show Talk Host Danica Tormohlen sits down with Rich Askintowicz Jr. CEM, operations director at Fanatics, for a wide-ranging conversation about how a longtime trade show pro helps run Fanatics Fest, one of the fastest-growing fan events in the country. This month's episode is brought to you by Trade Show News Network and sponsored by Cort Events. He shares how he moved from exhibit management to trade show sales to event operations, what it takes to manage 200,000-plus fans, and why relationships, safety, and constant learning are the backbone of great event ops. We discuss the evolution of Fanatics Fest, the logistics behind talent movement and wayfinding, and how lessons from pop culture events like New York Comic Con and Star Wars Celebration shaped the show's launch and growth. Askintowicz also offers practical advice for anyone who wants to move into operations and explains why the best operators stay curious, collaborative, and fan-first. In this month's advocacy update, Exhibitions & Conferences Alliance (ECA) President and CEO Tommy Goodwin covered three key issues affecting the trade show industry: a proposed FCC rule that could limit exhibitors' ability to bring unapproved telecom equipment for demos, a new State Department pilot program that may speed up business visa interviews, and ECA's new Ambassador Program to expand year-round advocacy. He explained that the FCC proposal could create problems for technology-heavy shows, while the visa pilot could help reduce long delays for international exhibitors and buyers. The Ambassador Program is designed to turn the energy of Legislative Action Day into ongoing industry action throughout the year. Key topics Rich's career path from exhibitor-side marketing to sales and eventually operations Why operations is like being "behind the drape" and only gets noticed when something goes wrong How trade shows like NADA opened the door to his first major event experience Moving from RX shows into pop culture events including New York Comic Con, Emerald City Comic Con, C2E2, SuperCon, and Star Wars Celebration How COVID-era reopening protocols and safety work expanded his role into security and risk planning What makes Fanatics Fest different from a traditional trade show or B2B event How the team scaled Fanatics Fest to more than 200,000 attendees, 500-plus athletes and talent, and 225 billion media impressions The strategy behind fan experiences like the Fanatics Games, talent highways, and brand activations that keep people on the floor for hours How the team handles branding, back-of-house movement, security credentials, and live changes for talent and VIPs Why vendor relationships, clear communication, and respect for labor, venue, AV, and security teams are critical to successful operations The role of digital signage, app-based passes, and flexible wayfinding in improving navigation for a massive consumer event Rich's advice for future ops leaders: learn constantly, ask questions, volunteer, and spend time on other shows Accessibility, ADA, sustainability, and safety as ongoing priorities in event design Timestamps 00:00 - Welcome to Trade Show Talk and episode setup 01:18 - Introducing Rich Askintowicz Jr. and his 25-year events career 03:50 - Why Danica wanted to interview an operations director 04:33 - Operations as "behind the drape" work 05:01 - How Rich got into the industry after college 06:20 - First trade show experience at NADA in Las Vegas 07:40 - Moving into sales at Reed Exhibitions 08:38 - Transition from sales into operations 09:50 - Working on hardware, ISC, and major pop culture events 10:46 - COVID task force work and expanded safety responsibilities 12:23 - What Fanatics is and how the events division works 13:48 - Fanatics Fest growth from launch to 200,000-plus attendees 15:10 - Fanatics Games, prize structure, and live broadcasting 16:34 - Bringing athletes directly to fans with no sideline model 17:04 - Talent movement planning and branded back-of-house flow 18:26 - Security, credentials, and keeping talent comfortable 19:23 - Why Fanatics Fest is more than sports and more like a cultural event 20:17 - The larger Fanatics ecosystem and partner brands 22:29 - Why the show keeps growing year after year 23:50 - Building strong vendor and venue relationships 26:28 - The last-minute Messi FIFA press conference pivot 29:09 - Why collaboration and pay-it-forward leadership matter 29:37 - Advice for someone trying to move from exhibitor to operations 31:26 - Learning by attending other events as an attendee 33:15 - Sustainability, ADA, and accessibility priorities 34:59 - Wayfinding strategies for 200,000 fans 36:24 - Digital signage, app passes, and on-the-fly communication 38:17 - What the team will improve for next year 40:10 - Rich's favorite parts of this year's Fanatics Fest 42:32 - WWE SummerSlam fan event and the show store model 43:52 - What's next, including a break and college transition for his daughter 44:39 - CES as a bucket-list show 45:08 - Life outside work, family, sports, and the Mets 46:31 - Show-day ritual: Red Bull, an early lap, and checking every detail 48:21 - Closing thanks and a look ahead to next year 49:47 - Advocacy update with Tommy Goodwin from ECA 50:35 - FCC proposal could affect telecom equipment demos at shows 53:17 - New visa processing pilot for business travelers 57:15 - ECA ambassador program and year-round advocacy 60:31 - Closing sponsor thanks and sign-off

In this month's episode of Trade Show Talk, TSNN's Danica Tormohlen speaks with Kate Spellman, Chief Commercial Officer of the newly combined Emerald and Questex, which were both purchasedby global alternative asset manager Apollo-managed funds with the sales officially closing July 14. Spellman shares how she's approaching the integration, why she sees enormous growth potential in the merger, and how AI, data, and year-round engagement are changing the way the industry sells and delivers value. Spellman breaks down three major organic growth opportunities: event extensions, digital products, and deeper year-round content programs. She also explains why consultative selling and stronger ROI reporting are becoming essential for modern event businesses. The conversation then turns to Apollo's investment in live events, the role of first-party data, the importance of personalization, and how AI is already accelerating sales and marketing performance across the portfolio. The episode concludes with an advocacy update from Tommy Goodwin, President and CEO of the Exhibitions and Conferences Alliance (ECA) on tariffs, industry policy, and new initiatives designed to keep professionals connected and engaged year-round. Highlights from the podcast: Why the Emerald x Questex combination is a "once-in-a-lifetime opportunity: How integration can remove silos and unlock scale Why one-to-one meetings and personalized outreach are here to stay How AI SDRs are generating faster responses and measurable revenue Why event tech, martech, and data should function as one connected stack The latest updates on industry advocacy and tariff pressure Timestamps: 00:00 - Introduction to Kate Spellman and her expertise in digital transformation 00:45 - Kate's career highlights and impact on enterprise value at Penton and Informa 01:35 - Overview of her current role as Chief Commercial Officer at QuestX and Emerald post-merger 02:28 - Excitement around the Emerald and Questex merger and industry growth opportunities 03:21 - The industry's shift towards year-round connection and data-driven ROI 04:01 - Lessons from past integrations at UBM and Penton on building capabilities and organic growth 05:24 - Strategic focus on market knowledge, vertical expertise, and partnership building 06:18 - Leveraging talent and data to accelerate growth and scale shows 07:06 - The integration approach for Emerald and Questex, including the role of data and leadership tours 08:25 - Managing siloed structures and creating unified, scalable event portfolios 09:42 - Expansion of digital pharma and biotech events, and the importance of large trade shows 10:33 - Emphasizing strategic thinking over siloed operations for bigger, more impactful events 11:02 - New market opportunities from the industry merger and what it means for customers 11:58 - Industry investment in live events by Apollo funds and the focus on building trust and relationships 13:20 - How the combined company will enhance customer experiences in the next 12 months 14:09 - Rebranding strategies and new offerings to clients via the merged entity 15:29 - Organic growth opportunities including event extensions, digital products, and full-year programs 16:46 - The emergent importance of year-round engagement and personalized content strategies 17:15 - Evolving sales strategies towards high-touch, consultative approaches and larger client relationships 18:13 - The industry's move toward data-driven ROI and how event tech is converging with Martech 20:06 - The deployment of AI for sales, marketing, and personalized attendee experiences 21:26 - Successful AI integration at QuestX and Emerald, and future potential 23:16 - AI's measurable impact on revenue, responsiveness, and client engagement 24:29 - Building communities and continuous content sharing outside of event periods 25:24 - Strategies to keep databases fresh and maximize year-round outreach 27:25 - The shift in sales conversations toward strategic partnerships and high-value clients 29:13 - How industry relationships are deepening among large companies and new client acquisition 33:47 - Emerging trends underestimated by organizers, such as one-to-one marketing and sophisticated reporting 34:33 - The importance of creating memorable, experience-driven events and personalized journeys 35:02 - Personal interests and travel essentials of Kate Spellman 36:23 - Memorable first shows and recent events attended 36:53 - Travel plans and upcoming listening tours Advocacy Update with Tommy Goodwin, ECA 37:21 - Tommy Goodwin joins for an advocacy update from the Exhibitions and Conferences Alliance 37:46 - Update on the OMB proposal and the industry's response 38:08 - More than 500,000 comments submitted on the proposal 38:32 - Follow-up conversations with the White House and OMB 39:47 - New tariffs affecting imports from multiple countries and the ongoing uncertainty 41:12 - Why tariff pressure matters for 2027 planning 42:45 - New ECA programs designed to keep advocacy active year-round 43:12 - Returning ECA Votes program ahead of the 2026 election 44:25 - Upcoming appearances at the ASA annual meeting and SISO Leadership Conference 44:53 - Closing thoughts and thanks from Danica and Tommy Guest bio: Kate Spellman, Chief Commercial Officer, Emerald+Questex Kate Spellman is a senior commercial operating executive known for driving enterprise value creation across B2B information services, with deep expertise in monetizing data, digital, and event-led platforms. She has led P&L and go-to-market functions across businesses ranging from $20M to $800M+ in revenue, operating within private equity, public company, and founder-influenced environments. Her work consistently centers on accelerating revenue growth, expanding margins, and scaling platforms through both organic and M&A-driven strategies. Leadership Scope Functional leadership across Sales, Marketing, Product Marketing, Data, Digital, Events, and Customer Experience Experience leading global, cross-functional teams across the U.S., Europe, and Asia Team sizes ranging from ~25 to 150+ across centralized and business unit structures Oversight of multi-channel revenue engines spanning events, subscriptions, data products, and digital media Currently, Ms. Spellman serves as Chief Commercial Officer at Questex, where she leads monetization strategy across events, data, digital, and content. She is responsible for commercial execution, product monetization, and go-to-market optimization, directly supporting scalable growth and EBITDA performance across the portfolio. Previously, as Chief Marketing Officer at Questex, she built and led a centralized Centers of Excellence model spanning products, data, events, digital, content, and customer experience. This operating structure enabled more efficient cross-platform monetization, drove record revenue and EBITDA performance, and materially expanded digital and event-based revenue streams. Ms. Spellman was a member of the Executive Committee at Penton, where she played a key role in tripling enterprise value, culminating in a $1.67B sale to Informa. Following the acquisition, she was promoted into Informa's Executive Leadership team, where she founded and scaled the global Informa Engage business unit, driving over $200M in new product launches and revenue growth. Earlier in her career at UBM, Ms. Spellman launched new business lines, expanded international operations, and built high-performing commercial teams across the U.S., Europe, and Asia, further establishing her track record in scaling global platforms. Ms. Spellman brings deep experience operating in acquisition-driven environments, including M&A and exit experience, integration, commercial transformation, and organizational scaling. In addition to her operating roles, Ms. Spellman has served on multiple boards and advisory councils, providing strategic oversight and governance across B2B media, data, and information services platforms. Her expertise is sought after across the events and media industry, and she has won multiple awards for her contributions.

In this episode, Trade Show Talk Host Danica Tormohlen explores how Karen Chupka, Executive Vice President of Global Connections and Events at the National Association of Broadcasters (NAB), reveals how her team is transforming one of the industry's longest-running trade shows into a hub for innovation—where AI, creator economy, and sports media collide—by expanding its narrative beyond conventional broadcasting. Context: The NAB Show ranked 17th on TSNN's Top 250 list of trade shows in 2025, when more than 54,00 people and 1,146 companies exhibited at that year's event. The 2026 NAB Show, held April 18–22 at the Las Vegas Convention Center, welcomed more than 58,000 registered attendees from 146 countries, underscoring its expanding international footprint. Almost one in four participants traveled from outside the U.S. (22%) while 48% were first-time attendees. The 2026 show featured more than 1,100 exhibitors spread across the equivalent of nearly eight soccer fields, with 132 first-time participants showcasing their innovations. Global brands on the show floor included Sony, Canon, Ross, Blackmagic Design, Adobe, Google Cloud, AT&T, and AWS. NAB Show attendees now include creators funding their own content, sports teams engaging fans like never before, and corporate brands building in-house studios to tell stories at scale. Discover how NAB is rebranding to reflect today's media landscape—highlighting tools for everyday storytellers, from social media influencers to news crews—and opening new avenues for audience engagement. Chupka shares behind-the-scenes strategies that led to a 140% surge in creator attendance, and how AI, data unification, and personalized marketing are revolutionizing event planning and attendee experience. Chupka emphasizes the importance of innovation, community-building, and leveraging data-driven insights to stay ahead. Related: The 2026 NAB Show Showcased the Next Chapter of Storytelling with More Content Creators, AI Chatter, and Lots of Sports Media Attendees Key Topics: Chupka's transition from CES to NAB and lessons learned about industry transformation Rebranding NAB to highlight its broader focus beyond traditional broadcasting The exploding creator economy and new attendee sectors like sports and corporate media Integrating data, AI, and personalization in event marketing and attendee engagement Strategies for attracting international attendees and emphasizing community building The role of technology, content partnerships, and diversity in future event planning Ongoing industry challenges, including government proposals affecting event security and attendance Chupka's leadership tips and rapid-fire insights into event experiences and personal favorites Advocacy and Policy Update with ECA's Tommy Goodwin Tommy Goodwin, President and CEO of the Exhibitions & Conferences Alliance (ECA), closes the episode with an important advocacy-focused discussion about policy proposals that could negatively affect conference attendance, event participation, and the broader live events ecosystem. The conversation highlights how federal grant restrictions may discourage organizations and individuals from attending conferences, while also creating operational challenges for venues and event organizers. Goodwin emphasizes these proposals are not just administrative details—they could have real consequences for the health of the events industry, reducing attendance, limiting knowledge-sharing, and weakening the economic impact of face-to-face gatherings. The segment underscores the need for the industry to stay informed, respond through the public comment process, and support efforts that protect the value of in-person events. ECA is calling for the complete withdrawal of both proposed changes, and they are asking for the industry's help. ECA has provided a template to submit a comment letter to the Office of Management and Budget by July 13 but recommends tailoring and personalizing the letter before submitting. Here's a link to the template and more information. Related: ECA Sounds Alarm on OMB Proposal Targeting Meetings, Conferences and Event Services Key Takeaways: Federal grant proposals could reduce conference attendance and create barriers for event participation The live events industry depends on strong, accessible in-person gatherings Advocacy and public comments are essential tools for influencing policy outcomes Industry stakeholders should stay engaged to protect the future of events Timestamps: 00:00 - Introduction to Karen Chupka and her industry impact 00:46 - Karen's career evolution from CES to NAB and key learnings 01:37 - Massive growth at the NAB Show and upcoming innovations 02:06 - Navigating media industry transformation and new audience opportunities 03:02 - Lessons from CES that inform NAB strategy 04:20 - Efforts in rebranding NAB beyond traditional broadcasting 05:36 - Expanding storytelling and highlighting new media tools 06:17 - The importance of embracing the creator economy and new sectors 07:11 - Marketing strategies for diverse attendee groups 08:10 - Data unification and AI use to personalize attendee experiences 09:24 - The future of in-house production and creator-led content 10:47 - Building community and engaging international audiences 11:08 - Karen's role, team management, and leadership approach 12:34 - Investment in internal marketing expertise and technology platforms 13:00 - Leveraging behavioral data for better attendee insights 14:34 - Tech stack, dashboards, and AI tools that enhance event planning 15:35 - The significance of clean data and event personalization 16:28 - Creating dashboards for real-time sales and marketing decision-making 17:26 - Tracking and analyzing attendee behavior to optimize experiences 18:42 - Upcoming NAB New York and its focus on live production and creator communities 20:51 - The impact of creator influence on event attendance and content 23:17 - The sports content revolution and athlete branding at NAB 26:27 - Launching creator councils and VIP programs to deepen engagement 29:13 - Strategies for growing the international audience and community 31:03 - The value of community and high-end production tools at NAB 32:22 - Karen's favorite show floor snacks, memorable moments, and guilty pleasures 34:40 - Travel rituals and shoe collections that keep Karen energized 36:24 - Advice to her younger self about self-care and balance 37:04 - Upcoming industry advocacy efforts and government proposals impacting events with Tommy Goodwin 39:01 - How federal grant regulations threaten conference attendance and event services 44:00 - How industry stakeholders can participate in the regulatory comment process 47:32 - Final thoughts on advocacy efforts to safeguard face-to-face events Guest bio: Karen Chupka EVP, Global Connections and Events,National Association of Broadcasters Karen Chupka is a seasoned executive in the exhibition industry whose expertise is in planning large-scale technology events. Chupka joined the National Association of Broadcasters in January 2024. In her role at NAB, she oversees the strategy, growth and execution of NAB Show, helping shape the event as a premier global gathering for the broadcast, media and entertainment industry and strengthening NAB Show as the marketplace for media innovation. Prior to joining NAB, Chupka spent over two decades at the helm of CES® and was instrumental in making it the global platform for introducing new and innovative technologies. Chupka has a broad level of experience in both live events and digital. She led a $120 million business and had oversight for sales, marketing, operations, and content development. She was also responsible for events outside of the U.S. including the launch of CES Asia in Shanghai, China in 2015. She has served on many boards of various exhibition industry organizations and has received numerous awards for her contributions both to the exhibition and technology industries. In 2022, she was recognized with an industry "Icon" award by TSNN, Trade Show Network News. She is a member of IAEE (International Association of Exhibitions and Events).