by Debbie Hall
A new generation of professionals is now part of the workforce alongside seasoned talent. The voice of the tradeshow and expo industry is evolving into one that is more collaborative, purpose-driven, and adaptive. Highlighting this evolution inspires confidence in the industry’s future and reassures professionals about ongoing progress.
Experienced management and staff contribute strategic discipline, operational structure and client-centric thinking shaped by sectors such as tech, hospitality and marketing. The younger workforce, comprised of Gen Z and Millennials, bring transparency, technological integration, sustainability and inclusivity to their roles.
Together, these perspectives are reshaping the industry. These changing dynamics are also influencing how organizers and exhibitors approach the industry. There is a greater emphasis on hybrid engagement, data-driven decision-making, and year-round brand activation. In a competitive, rapidly shifting market, the evolving workforce is helping reposition tradeshows not just as events but as strategic platforms for connection, innovation, and business growth.
Transferable Skills
“The younger generation has a more aggressive approach to job searching. They enter a new company having researched the industry. They are able to sell themselves and showcase their transferable skills,” explained Bea Dorcena, human resources director at Exhibitus. “We have seen new entrants from a number of industries, particularly theatre kids from the technical side applying as creative designers. We are also seeing creative technology and engineering folks interested in the engagement side of the business. Our industry is aligned with what they’re after creatively.”
“Cross industry professionals have really been a catalyst to innovate across different facets of the organization, including our technology infrastructure and how we approach operations like security and sustainability,” added CEO of Javits Center, Joyce Leveston.
Leveston also acknowledges that cultivating a positive attitude and strong multitasking abilities will empower new entrants to navigate the fast-paced tradeshow industry with resilience. “People will always be the priority when working in the events industry. No matter what part of the industry they work in, businesses must prioritize their customers and the experience of their attendees to succeed. The sooner new entrants embrace that attitude, the farther they will go within the tradeshow industry. Organizational and project management skills, as well as effective communication practices, are also paramount in the fast-paced tradeshow industry. Any successful event professional knows the importance of multitasking and being detail oriented.”
Communication Styles
“There’s certainly still a learning curve and so much to learn. The industry language and terminology, navigating labor and booth regulations hasn’t changed, if anything, it has only gotten more complicated. I feel that those entering our workforce are adapting more to the industry than the industry is adapting to them. The notable difference is remote work, more Microsoft Teams calls than phone calls, more texts than emails or working through an APP versus a website, but this is not industry specific, it’s happening everywhere,” said Gina Porcaro, regional sales manager of Classic Exhibits.
Many in the industry agree that anyone who has worked in hospitality, especially while in high school or college, has a leg up on other professionals. One learns valuable communication, negotiation, and teamwork skills through the fast-paced battle that is surviving in the hospitality industry. This is even more important today than a few decades ago, since some, not all, of the younger generations are more comfortable behind a computer or phone screen.
According to Dorcena, strong administrative and customer service skills are key to the level of communication they provide to their clients. “Our industry is fast-paced, deadline driven, and requires a team player attitude to succeed. New entrants have to stay focused, stay on task and respect very strict deadlines. This pace also requires consistent and continuous communication that keeps projects moving forward even when bumps in the road happen. This demands a team member attitude.”
Challenges and Collaboration
Workforce challenges remain, particularly the ongoing need for skilled talent within the trades. Meaningful progress, through initiatives such as the Experiential Designers and Producers Association (EDPA) Future Workforce and other industry-led programs underscore that talent development will remain a constant priority. Emerging professionals are now engaging with peers across organizations, sharing knowledge, ideas and best practices. In the past, competitors avoided such interactions. This shift is strengthening the industry as a whole while still maintaining the integrity of their proprietary expertise.
“I see a shift towards more collaboration between companies. Even between companies that would normally be categorized as competitors,” said Dana Esposito, EVP of strategy for BlueHive Exhibits. “If they are on good terms and have mutually beneficial goals, they will work together in different ways. This may be due to a combination of factors, such as the networking benefits companies gain through EDPA, it may be due to necessity of geographical locations, a younger, more collaborative group of professionals willing to foster and reap these types of relationships. As always, relationships built on trust are the most solid, that fact
is timeless.”
Changes occur in communication styles, decision-making, and collaboration due to this generational and experiential diversification.
Wearing Multiple Hats
“The younger generation in general, like 40 years and below, don’t want or need to stay in their lane. The industry requires that many people wear multiple hats, especially on the creative side. Most of the creatives here can partake in every lane. It just depends on what is needed. And it’s challenging the “you’re CAD, so you stay in CAD or you’re a designer, you stay in design” attitude of previous generations,” explained Phoebe Mathius, creative designer and creative workforce development + advancement at Exhibitus.
Three-dimensional designers in the exhibit and experiential space are most often architectural designers by training, but their role extends well beyond form and structure. Today, designers must also be effective advocates for their work—fluent in marketing language and capable communicators who can articulate the value of a concept to clients. A successful design is visually compelling to be sold, justified and aligned with brand objectives. In parallel, modern design packages are increasingly technical, integrating build feasibility, digital assets, and production constraints.
As a result, the long-standing notion of “right brain versus left brain” thinking has largely disappeared. The most competitive designers become multidimensional; blending creativity, strategy and technical proficiency. This underscores the importance of developing multidisciplinary skills to remain relevant and effective.
Emerging talent is entering the industry with this expectation already embedded. New designers are arriving either fully equipped with cross-disciplinary skills or with the mindset that they will learn the skills needed to contribute meaningfully to the process.
Artificial Intelligence
The next generation is entering the workforce with unprecedented freedom to use AI tools. Younger designers often see AI as a default solution.
The older generation is different. Most seasoned professionals are learning and adopting AI, even while many are remaining cautious about its long-term implications. The younger generation thinks “I’ll just put it in AI.”
Companies have to ensure they understand the value of original work when it comes to client expectations as well as the company’s integrity. AI, while a tool, can not be the solution for all tasks. There is a human element necessary for adapting plans for the show floor.
While being an AI savvy creative is important, human driven design takes into account safety, engineering and architectural requirements involved with bringing client goals to life.
This generational shift places new responsibility on companies to establish clear standards, ensuring teams understand the value of original work and human insight. The tradeshow and expo industry are working hard to protect creative integrity while meeting client expectations and safeguarding credibility. Encouraging emerging talent to feel empowered in this transition can foster a sense of innovation and confidence in their contributions.
Lead Times
Many in the industry feel frustrated because the current industry demands unrealistic expectations about timelines. For example, many don’t understand the lead time needed to start planning and to engage others. A custom or rental exhibit still requires months of planning, design, revisions, CAD engineering, fabrication, graphic and digital creation and shipping. Face-to-face marketing is large-scale events that take months to plan, so proper expectations and necessary timelines are constantly being re-explained.
In summary, workforce transformation and the accompanying culture shift reflect a generation of professionals eager to engage, contribute, and lead. They are willing to raise their hands, take a seat at the table, and question long-established practices to pursue better outcomes. The new voices entering the industry focus on efficiency and results, motivating leaders to align strategies with this drive for tangible success. This brings fresh perspectives, challenges the status quo, and prioritizes efficiency and results, with a clear focus on reaching the end goal faster and more effectively. For organizations, embracing this mindset is less about managing disruption and more about harnessing momentum to drive innovation, relevance, and long-term growth.
Image Caption: Phoebe Mathius, Bea Dorcena, Dana Esposito, Gina Porcaro, Joyce Leveston
