How Tradeshows Are Adapting to Workforce Shifts
by Mark Hebert, Exhibit City News
The tradeshow industry is undergoing a generational shift as younger professionals, including Millennials and Gen Z, reshape workforce dynamics. Workers aged 65 and older made up 6.6 percent of the U.S. workforce in 2022, a figure projected to rise to 8.6 percent by 2032, according to the Bureau of Labor Statistics.
While this is the rise in overall workforce numbers, Millennials and Gen Z are poised to represent 75 percent of the events workforce within five years, according to the Freeman Trends Report, which explores how these shifts are redefining the tradeshow industry.
Breaking Through: Making the Industry More Visible
“We struggle to explain what we do—even to our families and friends,” says Paco Collazo, CEO of Happy Projects, a global tradeshow design and production company. “Our work is fast paced, rewarding, and allows us to collaborate with like-minded people. But we need to make the industry more visible and show younger generations the opportunities it offers.”
Despite being valued at over $1 trillion globally, the tradeshow industry struggles with visibility as a career path. Collazo, who oversees Happy Projects’ global design and logistics operations, sees this as a major obstacle in recruiting younger talent.
“We’re a niche and invisible industry,” Collazo says. “We’re not just installers and designers; there are so many diverse roles. But we need to change how we promote the industry as a whole.”
Collazo believes that visibility hinges on turning employees into ambassadors. “We live very cool lives. We travel, challenge ourselves, and share experiences with amazing people. But that story isn’t being told enough,” he explains.
Building Tomorrow’s Workforce
Training for tradeshow roles like production, logistics, and design is often handled in-house, which Collazo sees as a missed opportunity. “We need more support from industry associations,” he says. “Lowering event rates or giving free passes to professionals under 30 would encourage companies to send younger employees. These events show the fun, networking, and learning opportunities in our industry.”
At Steelhead Productions, a custom rental exhibit company based in Las Vegas, co-owner and Chief Marketing Officer Rhiannon Andersen focuses on fostering collaboration within the company.
“We use rhythmic meetings—weekly, quarterly, and annual planning sessions—to encourage open dialogue across all departments,” Andersen says. “This helps us balance fresh perspectives from younger team members with the experience of long-standing staff.”
Andersen also emphasized the importance of creating an appealing work culture. “We believe that a progressive, ever-evolving workplace naturally draws the best people,” she explains. “While working in the tradeshow industry can be stressful, we make it a point to emphasize efficiency and fun—people want to enjoy what they do.”
Innovation and Fresh Perspectives
Younger professionals are helping to modernize tradeshow operations with their focus on technology and efficiency. According to the Freeman Trends Report, 64 percent of attendees now prefer immersive, hands-on experiences over traditional formats.
“Younger people will simplify the way we work,” says Collazo. “Technology will make everything quicker, from design to quoting to the client journey.”
Steelhead Productions taps into this energy by empowering employees to make an impact. “Employees want to feel like they’re contributing to something meaningful,” Andersen says. “We provide a platform for them to grow and innovate.”
Collazo agreed, citing an example from Happy Projects where younger employees revamped the company’s digital marketing strategy. “The key was telling them, ‘Don’t listen to me.’ Their fresh ideas completely transformed our approach,” he says.
Preparing for the Future
The generational shift presents both challenges and opportunities for the tradeshow industry. Leaders like Collazo and Andersen are optimistic but emphasize the need for continued innovation and outreach.
“The next big shift will come in five years,” Collazo predicts. “We need to make sure the next generation is ready to lead and understands the value of this industry.”
By improving visibility, investing in training, and aligning with the values of younger professionals, the tradeshow industry is positioning itself for success in a rapidly evolving workforce landscape.
