An Industry Jack of All Trades
by Elena Vazzo and Lisa Abrams
Pete Bosader remains a pivotal figure in the tradeshow industry, currently serving as Willwork’s Northeast Director of Operations, and wears many hats. He handles duties in operations, and business development. Bosader has been working in this industry since 1992, associated with Willwork for over 30 years. His relationship with Willwork’s CEO, Bill Nixon, entails a long history of collaboration and mentorship that has shaped Pete’s career and his leadership role.
In 1995, Pete joined Willwork as the director of sales and marketing, where he remained until 2004 when he left the industry to focus on his family, but returned just before the pandemic when Bill Nixon called him up. With his children having grown, and a longing to step onto the showfloor once more, Pete agreed. Pete returned to Willwork in 2019, bringing better focus to operations, sales, and especially labor and training in this country’s complex tradeshow industry after the pandemic subsided. His primary job revolves around being the Director of Operations for New England but is certainly a jack-of-all-trades. He trains city managers for many markets including Boston.
Boston is known as a unique and challenging city for tradeshows. It operates under one powerful Local 25 Teamsters union that governs nearly every aspect of labor. Other than rigging, the union controls all labor for tradeshows. By implementing strict rules, Pete understands that careful navigation is needed to succeed. In the tradeshow world, labor costs can greatly affect the bottom line, especially in Boston. It is integral to know and understand the landscape, which is where Pete focuses on a daily basis.
Pete mentions that “labor costs are significantly higher compared to the South, due largely to the regional wage scales and the city’s high cost of living.” While this can create sticker shock for clients, Pete explains that the rates reflect the realities of the market and the high level of expertise required.
As a Boston native, Pete understands the nuance of the “small town” city and it’s specific needs when operating and working with the exhibit houses, union, and other general contractors. He loves working with the Teamsters, the City Managers, and the helping to train the future workforce. Engaging with the challenges and developing the new strategies for future shows brings him joy and a new found optimism for his job each day.
A primary concern for the Northeast region is the aging workforce in the tradeshow industry. Many seasoned veterans are nearing retirement. This creates a pressing need to attract and train younger individuals to share the same drive and ethics. Pete is personally involved with training programs that help provide and expose new workers to tradeshow operations. The work consists of unloading trucks, setting up booths, installing LED walls, and all of the other aspects of the tradeshow world in Boston. The Teamsters Local 25 introduced a new training program in 2025, the first in Boston, in order to better train some of the new faces for the intricacies of the Boston convention & tradeshow market.
Boston’s location creates strategic opportunities, as it is a hub for international businesses, attracting major medical and biotech shows. Pete states, “Because Boston is on the coast, it also attracts lots of international business, so the costs are higher, but the attendance numbers are always through the roof. Despite high costs, attendance numbers are usually relatively high, creating some of the busiest shows in the U.S.”
Looking ahead, Pete sees his future growing alongside Willwork. Guided by Billy Nixon, who continues to be a terrific mentor for Pete in this business. Pete continues to progress and adapt to new ideas such as AI and other innovations. His commitment has also persuaded the next generation, his son, who is now involved in the tradeshow industry and works in the union. Altogether, Pete’s experience and dedication make him a key part of Willwork’s success through Boston’s complex tradeshow market, ensuring a strong future ahead.
