Attendee experience is the phrase on everyone’s lips these days—and it’s not surprising. Attendees are the lifeblood of an event. They’re a significant revenue source for the producer, they’re leads and potential buyers for the exhibitors and they’re the sole embodiment of any market vertical. They’re at the juncture of an event’s business model. If they’re not satisfied, we’re not satisfied.

Coming out of the last couple years, show organizers are concerned about technology innovations, booth sales and when we’ll actually see a recovery, to be sure, but top-of-list? Audience. This simple fact is revealed chiefly in our cover story (page 22). Our eight panelists address five key questions concerning the trade show industry, and all eight light up when asked about keeping a show fresh for attendees. “It’s really the essence of the business,” says Kerry Gumas, president and CEO of Questex Media Group. Alan Peterson, president of the trade show and conference group at Penton Media, says, “This is our number-one goal.” Access Intelligence’s Don Pazour calls it “Job One.”

And, really, the experience factor is what inspires the drive for top-shelf educational components, enthusiastic networking opportunities and all the effort show organizers are putting into social media that surrounds and integrates with an event. So, if a show’s experience level is not top of your mind, make it so. After all, every element of a show plays a part in that one aspect.

I should also mention that this is my first issue as EXPO’s new executive editor. If you’ve been visiting ExpoWeb.com lately, you will have seen some announcements from us about significant changes coming to the brand. Going forward, you can count on seeing a revitalized print magazine; more research and data products; online directories, newsletters and a team of bloggers; and a new awards program called EXPOtech Awards, which celebrates the best in event technology.

I look forward to working with you. Drop me a line and let me know what else you think we can do to improve EXPO: bmickey@red7media.com.