July/August 2007

22 Association Leaders to Know

EXPO recognizes the who’s who of association shows in 2007

By Maxine Golding

What makes a great association show organizer? One word: Passion. A passion for the industry their show serves. A passion for trade shows as the most valuable networking, educational and marketing medium. A passion for people — their staff, their members and their exhibitors. A passion for generating revenue to further their association’s mission. A passion for innovation to keep their shows fresh — and growing. 

While numerous association show organizers fit this profile, EXPO has selected an elite group of association show organizers who lead not only some the largest and most influential shows in the United States, but also some of most entrepreneurial, innovative trade shows we know. Their exploits tend to lie hidden behind the scenes, but that’s just the way they want it. At the end of the day, they justly earn the esteem of colleagues within and outside their organizations. They tell EXPO about their newest innovations and their toughest challenges for the next year, as well as share their best-kept secrets. If you’re looking for a mentor — whether you run an association or for-profit show, look no further. We’ve got the skinny. EXPO profiles the who’s who of association shows in 2007.

Jane M Berzan
CAE, Senior Vice President
NACS, The Association for Convenience & Petroleum Retailing
Membership: 4,000
Expos/meetings produced annually: 2 conventions with trade shows, 12 domestic conferences, 1 international meeting
Contribution to organizational revenues: 75%
Largest expo: NACS SHOW
Show stats: 386,000 NSF, 1,300 exhibitors, 25,000 attendees, $15 million in revenues
Why our show is hot: We have a relentless focus on delivering high value to attendees and exhibitors and listening to their ideas to build ROI. Our New Products Showcase has been a huge hit; attendees scan items of interest and walk out with a map to exhibitors and contact information.
Newest innovation: FingerSmears, an interactive activity where attendees paint an image that’s relevant to the industry on a 4- by 6-foot canvas, one finger smear at a time. 
Best idea adapted from another show: BD Metrics-NACS Show Connect. This electronic tool matches attendees with educational sessions, products, services and exhibitors.
Toughest challenge for next year: To provide more value and surpass last year's show in exhibitor and attendee satisfaction. 
What makes me passionate about our shows and organization: The people at NACS, in the convenience industry and in the trade show industry.
My management style in a word:  Innovator
What you’d be surprised to learn about me: I love old, classic movies.
Tech tool I can’t live without: Mini-laptop and Cingular 8125.
Industry mentor: Former CEO Kerley LeBoeuf, who hired me 11 years ago. Kerley grew the show by listening to the customer, paying close attention to what was happening in the industry and reinvesting. This business model is key to continuing to deliver a strong value proposition to exhibitors and attendees. 
What her colleagues say about her: “Jane Berzan revealed her true attributes when she chose a few weeks after Sept. 11, 2001, to proceed with the NACS show. She showed leadership, compassion and decision-making all at once, and it was an invaluable experience to watch her in action,” says Lindsay Hutter, Senior Vice President, Hill & Knowlton Public Relations (formerly with NACS).

Randy Bauler
CEM, Corporate Relations and Exhibits Director
American Association of Critical-Care Nurses (AACN)
Membership: 65,000
Expos/meetings produced annually: 1 annual conference/exposition
Contribution to organizational revenues: Approximately 20%
Largest expo: National Teaching Institute & Critical Care Exposition®
Show stats: 124,000 NSF, 520 exhibitors, 6,500 nurse attendees, $3 million in revenues
Why our show is hot: Educational program offering continuing education (CE) credits has expanded to address interests and needs of more segments of acute and critical care nurses, including progressive care and advance practice.
Newest innovation: Transport Nursing Feature Area with helicopters, ambulances and stage with workshops.
Best idea adapted from another show: Advance space selection — more than 70% of space for next year's show is reserved before we close this year’s show.
Toughest challenge for next year: We’ll be using a new facility, McCormick Place West. We’re creating floor plans and meeting layouts to estimate traffic flow and maximize space use. But it’s always easier when you can see a facility in full operation before planning your next event.
What makes me passionate about our shows and organization: AACN educates and celebrates nurses, who are skilled, dedicated professionals and good, caring people.
My management style in a word:  Trusting
What you’d be surprised to learn about me:  I belong to a small cult of artistic roller skating parents. I’m a Skate-Dad.
Tech tool I can’t live without: Laptop computer with Internet access.
Industry mentor: Dick Ruecker, who was Executive Director of the Electric League of Arizona, taught me the value and power of associations. Art Schwartz, who was Owner and President of Marketing/Association Services, taught me how to manage multiple priorities, deadlines and time.
What his colleagues say about him: “Randy Bauler’s low-key, always-in-balance style of communication, coupled with his supportive nature, makes him the kind of leader that people want to follow. He’s the consummate quiet professional,” says Steven Hacker, CAE, President, IAEE.

Walt Bishop
Vice President – Equipment Council
The Society of the Plastics Industry
Membership: 1,000 companies
Expos/meetings produced annually: 1 international show every 3 years.
Contribution to organizational revenues: 60%
Largest expo: NPE — The International Plastics Showcase
Show stats: 950,000 NSF, 1,800 exhibitors, 64,500 attendees, $23 million in revenues
Why our show is hot: Significant increase in international participation, both exhibitors (+35%) and attendees (+25%).
Newest innovation: New Technology Pavilion
Best idea adapted from another show: New Tech Pavilion. People love to see cutting-edge evolution of the industry.
Toughest challenges for next year: Not being stagnant and the need to grow.
What makes me passionate about my shows and my association: They’ve been my life for 22 years.
My management style in a word: Inclusive
What you’d be surprised to learn about me: I still enjoy competitive skiing (NASTAR racing program for recreational skiers).
Tech tool I can’t live without: Blackberry
Industry mentor: Jordan Morgenstern, SPI’s previous Vice President of Tradeshows, who taught me to be ready for anything.
What his colleagues say about him: “Philosopher Henry Bergson believed that intelligence is essentially defined by its pragmatic orientation. By this standard, Walt Bishop is definitely of superior intelligence. He was thrown in the show management and international arena overnight and without training, and comes out a winner,” says Cherif Moujabber, President of Creative Expos.


Chris Brown
Executive Vice President, Conventions & Business Operations
National Association of Broadcasters (NAB)
Membership: 8,500
Expos/meetings produced annually: 2 trade shows, 6-10 meetings
Contribution to organizational revenues: 72%
Largest expo: The NAB Show
Show stats: 920,000 NSF, 1,540 exhibitors, 108,200 attendees, $30 million-plus in revenues
Why our show is hot: Because it’s about visual entertainment and the underlying technology. There are tons of cool sights and sounds at our show.
Newest innovation: In 2007, we reorganized the show floor into categories that better reflect the marketplace and workflow.
Toughest challenge for next year: Tightening up our educational offerings to more accurately integrate with what’s shown on the exhibit floor.
What makes me passionate about our shows and organization: The NAB Show is a terrific example of why shows are such amazing animals. It IS a community of people bound by the art and science of creating visual content and entertainment. I love their enthusiasm for the show; how much they “own” it, look forward to it and build off it.
My management style in a word: Empowering
Industry mentor: John Sherlock, COO of Personal Communications Industry Association, who taught me that the real trick is being able to ask the right questions and help others find the answers themselves.
What you’d be surprised to learn about me: I’m not as old as I look! And I have a nearly runaway sense of humor.
Tech tool I can’t live without: Crackberry, sorry to say.
Industry mentor: John Sherlock, COO of PCIA, who taught me that the real trick is being able to ask the right questions and help others find the answers themselves.
What his colleagues say about him: “As Chairman, Chris Brown steered IAEE through the minefield of dues structure and name changes in one year. He showed amazing composure at the annual meeting when members at large protested the name change and validity of the vote. He led us through a very difficult time,” says Chris Meyer, Vice President of Convention Center Sales, Las Vegas Convention and Visitors Authority.

Wayne Crawford
Executive Director
NXTcomm
Members: 1,500-plus between two associations
Expos/meetings produced annually: 1 U.S. expo, international in scope
Contribution to organizational revenues: Approximately 25% for each association
Largest expo: NXTcomm (50/50 partnership of the United States Telecom Association and the Telecommunications Industry Association)
Show stats: 210,000 NSF, 475 exhibitors, 20,000 attendees, $10 million in revenues
Why our show is hot: We represent the entire spectrum of the converging information, communications and entertainment markets, from both business and technology perspectives.
Newest innovation: Unveiling the show’s year-round online community, a data portal using BD Metrics’ 365 Community.
Best idea adapted from another show: The presentation of keynotes, which is going to be a very glitzy and high-end, real multimedia experience.
Toughest challenge for next year: The show has a heritage as Supercomm, Globalcomm and TelecomNEXT; but since it’s technically a launch as NXTcomm, our biggest challenge is brand awareness and cutting through the messaging clutter in the marketplace.
What makes me passionate about our shows and organization: I love the cutting-edge technical nature of the industry because it’s so dynamic and evolving so rapidly.
My management style: Communicative and collaborative
What you’d be surprised to learn about me: I play the drums and can juggle.
Tech tool I can’t live without: For business, Blackberry; for leisure, iPod.
Industry mentor: Herb Kelleher, former CEO, Southwest Airlines. I never met the guy, but he built a company where the vision and mission were clear, and his employees “drank the Kool-Aid.”
What his colleagues say about him: “Wayne has the unique ability to see emerging market trends and focus an organization towards the opportunity,” says Rick Geritz, CEO, BDMetrics.


Duane Eaton
CAE, Senior Vice President of Association Services
Produce Marketing Association Inc. (PMA)
Membership: 2,300
Expos/meetings produced annually: 1 international; 1 conference and exposition, 1 conference, 1 symposium; 3-5 regional seminars; 10-12 board/council meetings
Contribution to organizational revenues: 65%
Largest expo: Fresh Summit
Show stats: 227,800 NSF, 628 exhibitors, 18,670 attendees, $6,489,590 in revenues
Why our show is hot: It’s the place to go for anyone who buys or sells fresh fruits, vegetables and floral products and services within, into or out of the United States.
Newest innovations: On-floor demo put together by a team of merchandisers using donated exhibitor product; on-site kiosk registration system; scholarship program that matches university students with mentors.
Best idea adapted from another show: We constantly steal from other shows; the merchandising demo and kiosk system are good examples.
Toughest challenge for next year: For the show, getting our marketing messages to the right individuals. For PMA, food safety issues.
What makes me passionate about our shows and organization: If we could calculate the dollar value of business that takes place at our events, it would be staggering. I’ve dedicated almost half my life to helping PMA reach its current level of success.
My management style in a word:  Consultative
What you’d be surprised to learn about me: When I was unable to get a teaching job, I managed a hamburger joint where I had worked my way through school. It was there that I received some of my best training in how to supervise people.
Tech tool I can’t live without: Treo
Industry mentor: Bob Carey, former PMA CEO, who taught me to hire the right people and then stay out of their way except to gently keep them on course.
What his colleagues say about him: “Duane Eaton became a friend and mentor early in my career. People who work with Duane adore him because he’s smart and funny, never one to yell and scream but quietly make his point,” says Lisa Block, Director of Meetings and Conferences, Society for Human Resource Management.


Dave Fellers
CAE, Executive Director
Radiological Society of North America (RSNA)
Membership: 40,000
Expos/meetings produced annually: 1 annual event with exhibits; 2 meetings; 7 conferences; 27 council/board meetings
Contribution to organizational revenues: 55%
Largest expo: The RSNA Annual Meeting and Technical Exhibits
Show stats: 520,000 NSF, 760 exhibitors, 62,000 attendees, $22 million in revenues
Why our show is hot: It’s the world’s largest medical meeting, internationally recognized for the display of imaging equipment and the scientific and educational programs.
Newest innovation: A redesigned educational hall (spoke and wheel layout) with computers for viewing 1,500 presentations, informatics workshops, company-sponsored how-to sessions, and demonstrations.
Best idea adapted from another show: Electronic scientific posters and education exhibits.
Toughest challenges for next year: Exhibit space growth and the need to serve meals to 60,000 people. This past year, we worked to improve food service; and in 2008, we’re looking to better utilize all areas in McCormick Place.
What makes me passionate about our shows and organization: Passionate leaders and a tremendous staff that does an exceptional job.
My management style in a word: Empowerment
What you’d be surprised to learn about me: I love dealing in antiques. My wife is an antiques dealer.
Tech tool I can’t live without: Palm (Treo) and e-mail.
Industry mentor: Gene Fondren, Texas Automobile Dealers Association, who is the world’s greatest lobbyist and taught me how to deal with (and influence) people.
What his colleagues say about him: “I worked closely with Dave Fellers’ predecessor at RSNA, Del Stauffer, and with Dave in three associations. It speaks volumes that after Del’s untimely death, Dave was able to come and create his own culture as a nurturing leader and team builder,” Deborah Sexton, President and CEO, PCMA and PCMA Foundation.


Lawrence Graham
President
National Confectioners Association (NCA)
Membership: 630
Expos/meetings produced annually: 1 international expo; 10 meetings; pavilion in 2-3 annual international trade shows
Contribution to organizational revenues: 60%
Largest expo: All Candy Expo
Show stats: 130,000 NSF, 500 exhibitors, 20,000 attendees, $4 million in revenues
Why our show is hot: We strive to make the show an experience — world-class chefs making extravagant creations on the show floor, or a cruise ship serving as the “red carpet club” for customer attendees.
Newest innovation: Expanding to other confectionery, salty snacks, cookies and biscuits, in response to customers and exhibitors. Plus, a re-designed floorplan to drive traffic everywhere.
Best idea adapted from another show: We saw that many shows are not very buyer friendly. While we value exhibitors, our chief goal is always to have customers at the forefront of planning.
What makes me passionate about our shows and organization: It’s motivating to see the incredible amount of new products every year and the large number of entrepreneurs getting into the candy industry.
My management style: Provide an environment in which staff can take on their own initiatives and feel pride of ownership.
What you’d be surprised to learn about me: I’m proud of my daughter, Lauren Graham, who is on The Gilmore Girls.
Tech tool I can’t live without: Blackberry
Industry mentor: I’ve been fortunate to work with the greatest association chairmen over the years, and each has been a mentor to me.
What his colleagues say about him: “Larry Graham understands what makes a great association executive: lobbying, government affairs, international trade, retailers, trade shows, governance. He’s a great leader with tremendous people skills: members and staff respect him,” says Libby Taylor, Vice President Meetings & Membership, National Confectioners Association


Peter R. Eelman
Vice President, Exhibitions
The Association for Manufacturing Technology (AMT)
Membership:  400
Expos/meetings produced annually: 1 biennial expo; 5-8 international shows; 30 large meetings; 100-plus small meetings
Contribution to organizational revenues: 85%
Largest expo: International Manufacturing Technology Show
Show stats: 1,164,530 NSF, 1,229 exhibitors, 91,985 attendees, $30 million in revenues
Why our show is hot: Innovation and productivity are producing somewhat of a rebirth in U.S. manufacturing. And the way to buy them is to come to our show.
Newest innovation: The Emerging Technology Center, where college professors research technologies that may become industry staples.
Best idea adapted from another show: Operating our own TV station. It’s an idea that works at the moment (live from the show is cool), shortly after (enticing people to the next show), and long term.
Toughest challenge for next year: We’re moving into McCormick West, spreading events over a lot more acreage. We hope to attract enough new people to make it look as crowded, but that’s probably unrealistic.
What makes me passionate about our shows and organization: We need manufacturing technology to be strong and advance for everyone’s success. It’s fun to be part of an industry that truly makes a difference.
My management style in a word: Demanding
What you’d be surprised to learn about me: I sing in a choral group.
Tech tool I can’t live without: Internet access
Industry mentor: My predecessor at AMT, Woody Hasemann, from whom I learned how to effectively empower and use boards and committees.
What his colleagues say about him: “Peter Eelman is intensely concerned with enhancing the value of AMT events for exhibitors and attendees, and he leans on staffers and suppliers for innovative thinking and feedback. He regularly tests new ideas and techniques, and in Peter's case, most DO work,” says Steve Miller, theAdventure.com.

Deborah Malakoff
Vice President of Shows
Vision Council of America (VCA)
Membership: 247
Expos/meetings produced annually: 2 U.S. Expos co-owned with Reed Exhibitions, 1 annual meeting
Contribution to organizational revenues: 80%
Largest expo: International Vision Expo East, co-owned with Reed
Show stats: 247,995 NSF, 527 exhibitors, 22,100 attendees (including exhibitors); VCA’s revenue from its shows: $6.4 million
Why our show is hot: It’s the largest event for fashion, advanced technology and accredited education for eyecare professionals in the Americas. The size and scope of Reed Exhibitions bring an economy of scale to every facet of the show.
Newest innovation: Personal Touch program, a one-on-one concierge-like service to key attendee segments.
Best idea adapted from another show: Putting a theater on the show floor and providing free continuing education and power lunches; this helped drive conferees onto the show floor and keep them there. 
Toughest challenge for next year: Continued industry consolidation on both sides of the equation — exhibitors and attendees.
What makes me passionate about our shows and association: Our CEO has re-energized the staff and is dedicated to implementing new strategies to promote long-term growth.
My management style in a word: Delegate
What you’d be surprised to learn about me: I’m a scratch golfer.
Tech tool I can't live without: Blackberry and cell phone.
Industry mentor: Of all the advice I’ve received from many mentors, this is paramount: Be passionate about what you do – otherwise it’s time to do something else.
What her colleagues say about her: “Deborah is a driving force behind the success of our partnership. She balances the needs of members with the needs of the shows, and has the creativity and drive that help create the best of all worlds for customers,” says Eileen Baird, Group Vice President, Reed.


Karen Malone
Vice President, Meeting Services
Healthcare Information and Management Systems Society (HIMSS)
Membership: 20,000
Expos/meetings produced annually: 3 expos (U.S., Asia, Europe), 90 meetings
Contribution to organizational revenues: 60%
Largest expo: HIMSS Annual Conference & Exhibition
Show stats: 369,783 NSF, 886 exhibitors, 24,081 attendees, $18.1 million in revenues
Why our show is hot: It represents a combination of one of the fastest-growing industries (technology) with one of the most critical (healthcare).
Newest innovation: Exhibitor-hosted events Web portal, which allows exhibitors to post all activities they’re conducting for attendees to view, respond to and add to their planner.  
Best idea adapted from another show: Anchor program. Think shopping malls — anchor exhibitors at each corner to drive traffic to all parts of the floor.
Toughest challenge for next year: Managing the schedule to ensure there isn’t activity overload. Internal and external meetings held during the conference have increased substantially, competing for attendees’ and exhibitors’ time.
What makes me passionate about our shows and organization: Health care impacts everyone, and technology can make a huge difference for the better. My other passion is for the amazing professionals I work with, including members, exhibitors and staff. I learn from them every day.
My management style: I always look at things from an outsider’s perspective.
What you’d be surprised to learn about me: I’m technologically challenged. Everyone I work with knows it.
Tech tool I can’t live without: E-mail.
Industry mentor: The executive management team at HIMSS.  They encourage creativity and taking risks.
What her colleagues say about her: “Karen Malone is a global thinker, who looks at her partnership with a city from a big-picture perspective. She is hands-on, setting high standards for herself and others, and her philosophy flows through the entire team,” ays Carol Wallace, President and CEO, San Diego Convention Center Corp.

Mary Pat Heftman
Senior Vice President, Convention
National Restaurant Association (NRA)
Membership: 380,000 establishments
Expos/meetings produced annually: 1 international expo, 20 U.S. meetings
Contribution to organizational revenues: More than 50%
Largest expo: NRA Restaurant, Hotel-Motel Show
Show stats: (2007 estimates) 606,000 NSF, 2,150 exhibitors, 74,000 attendees, $19 million in revenues
Why our show is hot: It sets the stage for future menu trends — what’s coming in food, equipment, technology and services. Inspiration and innovation are always present.
Newest innovation: Celebrity Chef Book signings, with 16 leading chefs and restaurateurs from around the world.
Best idea adapted from another show: Our new product showcase — Kitchen Innovations — a live, interactive display of equipment, judged by independent experts.
Toughest challenge for next year: Dealing with increasing pressure on restaurant operators’ time and challenge to leave their operation.
What makes me passionate about our show and organization: We have a great team that believes trade shows are the most important marketing medium a company will
utilize during a year.
My management style in a word: Collaborative, with a sense of humor.
What you’d be surprised to learn about me: I love sports and often can be found in a game of football, basketball or baseball in our yard with my son and neighborhood kids.
Tech tool I can’t live without: Pen and paper – lightweight, dependable, useful for midnight revelations.
Industry mentor: Dick Gaven, former NRA Senior Vice President Convention, stressed the importance of treating all customers fairly and equitably. Applying rules evenly deepens customers’ respect and trust.
What her colleagues say about her: “Mary Pat Heftman has brought new energy to the show by looking to grow customers’ business first and foremost. She works with the facility, city and labor to make the experience a better one for attendees and exhibitors alike,” says John Patronski, Executive Vice President, Industry Development, GES Exposition Services.


Gary Mikola
Director, SME Events
Society of Manufacturing Engineers (SME)
Membership:  27,000
Expos/meetings produced annually: 14 events with trade shows; 15 educational events
Contribution to organizational revenues: 60%
Largest expo: FABTECH International and AWS Welding Show
Show stats: 343,095 NSF, 822 exhibitors, 24,325 attendees; $7.3 million in revenues
Why our show is hot: Our events are a source of information for improving manufacturing and keeping the workforce current.
Newest innovation: We actually manufactured on the show floor a hitch cover using new laser technology for cutting sheet metal and welding. It went over very well.
Best idea adapted from another show: Improving our engagement with students through SME Foundation grants, scholarships, camps and other programs.
Toughest challenge for next year: Continue to grow the events, promote SME to industry segments, and identify other technologies to broaden our engagement with industry.
What makes me passionate about our shows and organization: Seeing people learn. I started out as an educator, and SME is all about education. As a manager, I’m passionate about seeing staff succeed.
My management style in a word: Cooperative
What you’d be surprised to learn about me: I’m passionate about the sport of hockey! I still play it, and I coach my son’s team.
Tech tool I can’t live without: An iPod. I find comfort in music.
Industry mentor: Bill Hilty and Nancy Berg; both shaped SME and gave me many opportunities.
What his colleagues say about him: “An exceptional listener and friend, Gary Mikola is a mentor who helps people into self-awareness and goal development. As a coach, he’s at the game to encourage and direct but not solve the issues of a project, actions he leaves up to his manager,” says Dan Hoffend, Vice President Sales, Corporate Accounts, Freeman.


Rob Mesirow
Vice President, Operations
CTIA – The Wireless Association
Membership: 300
Expos/meetings produced annually: 2 U.S. expos
Contribution to organizational revenues: 60%
Largest expo: CTIA Wireless
Show stats: 420,550 NSF, 1,100 exhibitors, 40,000 attendees, $20 million in revenues
Why our show is hot: Representing all things wireless, it has become the most important technology event of the year.
Newest innovation: Emerging Technology Awards (E-Techs). Trade shows are supposed to drive innovation within your industry segment; that’s what these awards do.
Best idea adapted from another show: VIP Club. I saw this 15 years ago and finally adapted it five years ago. We use it to incentivize people to purchase our highest-level attendee package. With meeting rooms, concierge service, and beverages and snacks, it’s a great value-add.
Toughest challenge for next year: How to top having former Presidents Bush and Clinton as keynoters.
What makes me passionate about our shows and organization: I have grown up in the wireless and high-tech industry; now the technology is affecting everything, and the best is yet to come!
My management style in a word: Steady
What you’d be surprised to learn about me: I run five different businesses for this association — and don’t have time to do much else!
Tech tool I can’t live without: Blackberry.
Industry mentor: Too many to report here. I believe there is something to be learned from nearly everyone.

Jason McGraw
Senior Vice President of Expositions
InfoComm International  
Membership: 4,200
Expos/meetings produced annually: 1 U.S. expo, 3 international (China, Europe and Russia) expos
Contribution to organizational revenues: 72%
Largest expo: InfoComm International
Show stats: 432,602 NSF, 770 exhibitors, 26,429 attendees, $10 million-plus in revenues
Why our show is hot: We showcase the latest pro AV products and solutions, especially for higher education, corporations
and government. Digital signage, high-definition videoconferencing, and large venue audio technologies are driving much of
our growth.
Newest innovation: Multi-sponsor teams compete on the show floor to design, build and program a fully functioning AV system within 12 hours. It’s an attendee draw and showcases best practices.
Best idea adapted from another show: Multiple in-conjunction groups; six conferences besides our own have brought us additional revenue and 1,500 qualified buyers.
Toughest challenge for next year: Managing resources for additional growth.
What makes me passionate about our shows and organization: We put on vibrant events around exciting technologies that
help people communicate more effectively. Staff and volunteer members share a common vision and work closely in shaping
our future.
My management style in a word: Flexible
What you’d be surprised to learn about me: I used to have long hair and a mustache and played guitar in a rock band.
Tech tool I can’t live without: Mobile media phone – e-mail anytime, anywhere.
Industry mentor: Klaus Winkler, retired Senior Vice President of InfoComm, set an example of how to be patient and kind with staff and exhibitors and methodical in planning events.
What his colleagues say about him: “Jason McGraw’s unabashed passion for the industry and dedication to deliver high-value service is seen in everything he does. His innovative strategies have challenged us to grow and share in his success,” says Rob Engelhardt, General Manager Freeman Orlando, Freeman.


Ralph J. Nappi
CAE, President
NPES The Association for Suppliers of Printing, Publishing and Converting Technologies and Graphic Arts Show Co.
Membership: 460

Expos/meetings produced annually: 1 U.S. expo; 1 annual meeting; 4-6 regional meetings; 12 smaller meetings
Contribution to organizational revenues: 45%
Largest expo: Graph Expo
Show stats: 442,000 NSF, 592 exhibitors, 43,820 attendees; $16 million in revenues
Why our show is hot: Through industry show shake-out, Graph Expo became established as the industry show for all graphic arts industry suppliers.
Newest innovation: Videotaping the show floor for attendee flow and exhibitor training.
Best idea adapted from another show: Videotaping the show floor; 38 video cameras throughout the South Hall of McCormick Place show how and where our travel flows, and where overcrowding or poor traffic exists to adjust future floor plans.
Toughest challenge for next year: Increasing ROI for exhibitors.
What makes me passionate about our shows and organization: I have the opportunity to find new ways to engage members and exhibitors and make them want to be a proponent for my show rather than feeling like it’s a necessary evil.
My management style in a word: Engagement
What you’d be surprised to learn about me: I have a collection of eight-track tapes with the expectation they’ll come back in vogue some day.
Tech tool I can't live without: Treo
Industry mentor: I can’t recall, but I learned that good business is built on trust and personal relationships, regardless of how bottom-line oriented we get.
What his colleagues say about him: “Ralph Nappi is a disciplined and creative thinker always open to new ideas. He has a genuine interest in other people, and is very much a family guy – in fact several of his family members accompanied Ralph to our events,” says Susan Sarfati, CAE, President/CEO The Center for Association Leadership.

Chris Nemchek
Vice President, Exhibition Management
National Association for the Specialty Food Trade (NASFT)
Membership: 2,600
Expos/meetings produced annually: 3 international expos, 1 educational conference
Contribution to organizational revenues: 85%
Largest expo: The International Summer Fancy Food Show
Show stats: 322,000 NSF, 2,400 exhibitors, 25,000 attendees, $12 million in revenues
Why our show is hot: New specialty food products from everywhere are on display. Buyers find trend-setting products that will differentiate their stores.
Newest innovation: The Natural and Organic Pavilion, where products in the fastest-growing segments can be found in one location.
Best idea adapted from another show: Pre-arranged, one-on-one sessions between buyers and sellers, adding to their productivity at our shows.
Toughest challenge for next year: Charting the course for Midwest Fancy Food, which is co-located with four shows. Successfully meshing the needs of five associations has been educational and exciting.
What makes me passionate about our shows and organization: Providing members and entrepreneurs with new and exciting ways to achieve their business goals is very energizing.
My management style in a word:  Collaborative
What you’d be surprised to learn about me: I’ve coached my daughter’s soccer team to three consecutive undefeated seasons.
Tech tool I can't live without: Treo
Industry mentor: I've learned the value of open-mindedness from consultant Cherif Moujabber. He has helped me look at issues from different perspectives.
What his colleagues say about him: “Chris Nemchek is unflappable! Whether it’s an on-site catastrophe or the dogged efforts of his cohorts to play practical jokes on him, Chris maintains a steely cool in operating our trade shows. When it comes to pranks, he gives as good as he gets,” says Chris Crocker, Vice President of Media Development, NASFT.


Deidre Irwin Ross
CMP, MHA, Director, Conference Services
American Library Association (ALA)
Membership: 65,000
Expos/meetings produced annually: 2 conferences with exhibits, 1 divisional conference, 3 national institutes, plus
smaller meetings
Contribution to organizational revenues: 28%
Largest expo: ALA Annual Conference
Show stats: (2005 data) 161,710 NSF, 906 exhibitors, 28,000 attendees, $5,740,284 in revenues
Why our show is hot: The breadth and depth of exhibits, plus 2,300 sessions, give librarians a complete view of the market. It’s a must-attend event.
Newest innovation: We consolidated 11 divisions, 15 offices, 17 roundtables and membership booths into one pavilion. By pooling resources, the cost is less, and members know where to go for information.
Best idea adapted from another show: Action Ad pocket-size book with floor map, exhibitor listing, and coupons for attendees to turn in to the advertiser’s booth. Seventy percent of members are women, and they love a bargain!
Toughest challenge for next year: Getting and keeping the interest of new, younger librarians and first-time attendees.
What makes me passionate about our shows and organization: Libraries reach out to everyone — at no charge! Our shows support activities that touch millions of people and further the association’s goals.
My management style in a word: Motivational
What you’d be surprised to learn about me: Though I’m much too young, I’m going to be a Grandma later this year.
Tech tool I can’t live without: Treo
Industry mentor: Cindy Stark at SmithBucklin, who taught me how to be a great negotiator.
What her colleagues say about her: “Deidre Ross’s leadership is exemplified in her commitment to communities during tough times. Her willingness to use her event for positive publicity, outreach and development in Toronto and New Orleans brought a greater level of respect for the event and association,” says Paul Graller, Vice President, Hall-Erickson Inc.


Gary Shapiro
J.D., President and CEO
Consumer Electronics Association (CEA)
Membership: 2,100
Expos/meetings produced annually: 1 international expo; 2 forums; 2 networking events; co-producer of 5 events
Largest expo: International CES®
Show stats: 1.8 million NSF, 2,700 exhibitors, 140,000-plus attendees, more than $60 million in revenues
Why our show is hot: It showcases the hottest consumer technologies; many of the 20,000 products launched at the show help change the way we live, work, learn and play.
Newest innovation: For 2008, implement the latest technologies, including our online MyCES resource, to showcase the biggest innovations within content, CE and wireless industries. 
Best idea adapted from another show: From the for-profit show world, listening to customers and giving them marketing alternatives: Sponsorships, banners, kiosks, receptions, show directory and online resources.
Toughest challenge for next year: Helping 140,000 attendees find affordable hotel rooms. We work closely with hotels on discounted rates, but these are based on supply and demand. 
What makes me passionate about our shows and organization: The CE industry attracts an amazing array of innovators and
entrepreneurs. Our goal is to help the industry grow and innovations flourish.
My management style in a word: Entrepreneurial
What you’d be surprised to learn about me: One of my first jobs while still in high school was managing a restaurant and catering facility. The skills I learned there are ones I still use today.
Tech tool I can’t live without: Blackberry
Industry mentor: Jerry Kalov, who served on our board and in our industry for many years, taught me that it’s OK to make mistakes as long as you learn from them.
What his colleagues say about him: “Gary has tremendously keen insight into the issues that face and shape our industry. This, along with his passion, makes him the leader you always want identifying and opening new opportunities,” says Pat Lavelle, President and CEO, Audiovox Corp.


Wayne Stetson
CEM, Senior Vice President, Convention & Meetings Group
National Association of Home Builders (NAHB)
Membership: 250,000
Expos/meetings produced annually: 1 international expo; 2 board meetings; 3 executive board meetings, 3 regional trade shows
Contribution to organizational revenues: 45%
Largest expo: International Builders’ Show
Show stats: 1,067,000 NSF, 1,800-plus exhibitors, 105,700 attendees, $40 million in revenues
Why our show is hot: It’s the benchmark for the light construction industry with a huge exhibit, 250 seminars, 200 committee meetings, 400 speakers and special events.
Best idea adapted from another show: Automated and Internet advance registration, which has gone from zero to 90%.
Toughest challenge for next year: Creating a steady increase in attendance and space sales; the current housing slump; the fourth year in the same city; adjustments in Orlando in traffic flow for 105,000 people.
What makes me passionate about our shows and association: The creativity and challenges that are new each year. It’s like producing a brand new movie or Broadway show.
My management style in a word: Hands-on
What you’d be surprised to learn about me: Understanding others’ problems — I’m not as gruff as people think I am.
Tech tool I can't live without: Computer
Industry mentors: My father (former president of the Atlantic City Convention Bureau) taught me integrity, honesty and how to make a customer a friend. At National Catholic Education Association, I learned from Joe O’Donnell to check and double-check. Glen Jackson (at American Mining Congress) gave me a proving ground in running a major international event.
What his colleagues say about him: “Wayne Stetson is willing to take whatever risks are necessary for success, and shares the success as the consummate team player and leader. His depth of knowledge and breadth of contacts are unsurpassed,” says Jerry Howard, Executive Vice President and CEO, NAHB.

Dennis Slater
President
Association of Equipment Manufacturers (AEM)
Membership: 750
Expos/meetings produced annually: 6 expos — 2 every 3 years; 2 every 2 years; 2 held twice every 3 years; 30-40 meetings
Contribution to organizational revenues: 70% (from exhibitions)
Largest expo: CONEXPO-CON/AGG
Show stats: (2005 data) 1,880,000 NSF, 2,000 exhibitors, 124,301 visitors (including exhibitors), $37 million in revenues
Why our show is hot: It has established itself as a gathering place for construction professionals from around the world. The exhibition is organized by exhibitors and customers with their interests in mind — lowest costs, high level of services, focus on ROI.
Newest innovation: VIP Customer Program to make it as hassle-free as possible for customers to attend.
Best idea adapted from another show: Adopting the cubic content rule to allow exhibitors to maximize their space vs. setback rules and height restrictions in the past.
Toughest challenge for next year: Balancing growth of exhibit space with the need to provide a positive experience for exhibitors and visitors in terms of on-site services.
What makes me passionate about our shows and organization: The trade show model we use — exhibitions organized by exhibitors and attendees for the benefit of exhibitors and attendees.
My management style in a word: Optimistic
What you’d be surprised to learn about me: I don’t think there is too much about me that would surprise anyone.
Tech tool I can’t live without: Today, the Blackberry. Tomorrow, who knows?
Industry mentor: I learned from several people to have empathy for the customer, to put myself in their shoes in order to provide the best service possible.
What his colleagues say about him: “One thing that makes the show successful is its partnerships and supporting organizations. Dennis Slater is a master at forming alliances and letting others take credit for what he accomplishes,” says Larry Charrlin, Executive Director, Exhibitions, Association of Equipment Manufacturers.



Chuck Yuska
President and CEO
Packaging Machinery Manufacturers Institute (PMMI)
Membership: 545
Expos/meetings produced annually: 2 expos; 2 major meetings; 50-60 seminars, Webinars and small meetings
Contribution to organizational revenues: 79%
Largest expo: PACK EXPO International
Show stats: 1.2 Million NSF, 1,700 exhibitors, 45,000 attendees, $18,394,164 in revenues
Why our show is hot: Packaging is crucial to just about any company that sells a product. Major consumer products companies now look to packaging to differentiate and gain market share.
Newest innovation: Showcase of Packaging Innovation (by exhibitors in a special pavilion) and PACK EXPO Selects, where attendees vote on the most innovative package, and the winner is announced at the end of the show.
Best idea adapted from another show: Leveraging technologies to help connect buyers and sellers in advance, during and after the show. It helps them identify key potential business opportunities, and it shortens the selling process.
Toughest challenge for next year: Maintain the level and number of attendees.
What makes me passionate about our shows and organization: Witnessing the growth and success of members through participation in our shows. Providing support and encouragement for the growth in expertise among our professional staff.
My management style in a word: Empowering
What you’d be surprised to learn about me: I’m a frustrated carpenter.
Tech tool I can't live without: PDA
Industry mentor: Herb Bain, my first boss at my first job out of college, taught me how important it is to be a good communicator.
What his colleagues say about him: “One of Chuck Yuska’s many qualities as a leader is to have the vision to recognize problems before they become emergencies. Over the years, I’ve watched his sincerity, inquisitiveness and candor immediately grab the attention of those who have had the pleasure to work with him,” says Mark Jacobson, Vice President, Econocorp.

2. “You learn to work smarter and prioritize better as you gain experience. My one caution to anyone new to the industry: don’t shortcut what’s important…your personal/family relationships,” says Duane Eaton, PMA.

3. “All shows are local. Read the papers and develop your sources; stuff happens there and if you know about it, you’ll be better prepared,” says Peter Eelman, AMT.

4. “Return e-mails and phone calls after 5 p.m. West Coast time so customers have the information they requested first thing the next day/morning,” says Randy Bauler, AACN.

5. “Our Webmaster codes a subject line for e-mail into the names on our contact page. This helps us be more efficient in answering the sender.  We can also set up a system where all of these e-mails go into a separate folder, further organizing them,” says Deidre Ross, ALA.

6. “Compartmentalize issues to allow yourself to clear away the clutter of too many things to do and address the issue at hand. And address the toughest issues first,” says Dennis Slater, AEM.

How to do more with fewer resources
“Focus on the ‘vital few’ – the essentials,” says Randy Bauler, AACN.
 
“Empower staff to handle all situations. Four assistant directors maintain their areas with virtually complete control and keep me advised on a weekly basis,” says Dave Fellers, RSNA.
 
“Maximize efficiencies through technology integration,” says Rob Mesirow, CTIA – The Wireless Association.

“Anticipate better, plan better, implement plans sooner and keep the right people around you,” says Walt Bishop, SPI.

“Leverage IT resources (e-mail on your cell phone, remote file sharing/access, all show information on-line, etc.); delegate to staff; and put more duties onto vendors,” says Jason McGraw, InfoComm.

“With a much higher percentage of registrations coming in online and much less data entry, we were able to reduce staff. We also digitized all paper records, reducing time for filing and retrieval,” says Duane Eaton, PMA.
 
“We hire smart people, encourage them to be entrepreneurial and challenge them to bring us great ideas. This allows us to do more with less and to leverage partnerships and coalitions to be as effective as possible,” says Gary Shapiro, CEA.

“Make vendors be more than vendors. We’ve moved a publishing partner into Web work. They do a very good job, but probably weren’t sure when they started if they could do it,” says Peter Eelman, AMT.

“Hire great people and let them do their jobs,” says Karen Malone, HIMSS.

“I believe most association and expo executives have MORE resources than they ever had before. The technology tools and immediacy with which things can get done allow more opportunities for quality interaction with customers, members, colleagues and staff,” says Ralph Nappi, NPES and GASC.

“Put people in positions that best use their strengths. Everyone performs at a higher level when focusing on things they are passionate about, instead of areas in which they are trying to improve,” says Dennis Slater, AEM.

 “I’m still new in my position, but I’m planning to streamline technology/application resources to make workflow more efficient; just simply working a lot of hours during crunch time is helpful, too,” says Wayne Crawford, NXTcomm.

Tips on sourcing suppliers
“We treat our suppliers as extensions of our staff; they need to buy into our customer-service philosophy and go the extra mile,” says Jason McGraw, InfoComm.

“We continue to bid large contracts (service contractor, AV/production, security, transportation) every three years to make sure vendor partners are within price ranges and offer the latest in technologies and services. Sometimes long-term relationships lead to complacency, so it’s good to keep new ideas coming,” says Duane Eaton, PMA.

“I look for suppliers that think and act like us in the areas of customer service, innovation and communication. I want them to treat me as I treat members and exhibitors; if they do that, I know they’ll treat members the same way,” says Ralph Nappi, NPES and GASC.

“We’ve moved from selecting a traditional menu of services and related costs, to a turnkey fixed fee sourcing process. This allows us to improve the accuracy of our budgeting process and eliminates the reconciliation of billing after the event,” says Chuck Yuska, PMMI.