submitted by Willwork Global Event Services
Industry Leaders from the Midwest Chapter of the Experiential Designers and Producers Association (EDPA) and the International Federation of Exhibition and Event Services (IFES) came together in late-August to produce their first-ever U.S. MasterClass, at the Merchandise Mart in Chicago.
The two-day event brought together more than 30 industry professionals seeking a dynamic blend of learning and collaboration, and featured education and discussions on trends and practices shaping the future of global experiential events.
Prior to a full-day day of education and networking at the Merchandise Mart, participants were treated to a facility tour at Moss headquarters followed by a Midwest EDPA social gathering at the famous Chicago RiverWalk.
Day two set the stage for a transatlantic discussion. Martijn Besaris, International Sales Director at The Inside (Netherlands) and Lynee Damer, VP of Strategy for Hamilton (US) gave an overview of the differences, similarities, and expectations between events in the US and those abroad.
Reed Sowder, Lead Designer for Deckel & Moneypenny (US), captivated the audience with her presentation, “Design Creates Culture. Culture Creates Values. Values Determine the Future.” Sowder spoke about how her experiences abroad translated into applicable observations and experiences that drove designs for her clients. Sowder showcased examples of her work and provided insightful instruction on how to not only spot trends, but how to observe, document, reflect and inform team members to drive innovation. Sowder concluded her presentation with her vision of “Trends for 2027.”
Han Leehouts, Keynote Speaker & Sales Trainer for Sales & Pepper (Netherlands), moderated an interactive panel discussion featuring global perspectives on design, culture and sales. Leehouts concluded the day of education with a deep dive on persona-based pitching tips for international audience, and lively, immersive interactions bringing together the entire day’s education in an international context.
In an interview with Roby D’Alessandro, PR & Communications Manager for IFES, D’Alessandro tells ECN that wherever possible, IFES partners with regional organizations in coordinating education platforms to ensure that the knowledge sharing is reciprocal and has impact both regionally and internationally, and that IFES MasterClass rotates to ensure global coverage. One recent example of this was in Athens where the last MasterClass convened in partnership with the Greek Meeting Alliance.
MasterClass is an integral part of a dedicated education drive led by the IFES Education Committee whose aim is to equip professionals with tools to help them succeed in their careers and inform them on leading technologies and methodologies, while at the same time creating and strengthening global working relationships. It was this author’s observation, that MasterClass in Chicago did just that. And as one participant noted, “Collaboration across borders strengthens our industry.”
John Pavek is the Director of Partner Development, Willwork Global Event Services, a former Executive Board member of IFES, and the Past-President of the Upper Midwest Chapter of EDPA.
