M&A, Growth Opportunities and Event Launches with RX's Toni Piela

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