At annual Town Hall, ESCA leaders outline strategic goals to expand financial stability, workforce development, and safety initiatives for the tradeshow industry
by Exhibit City News Staff
The Exhibition Services & Contractors Association (ESCA) held its annual Town Hall on Friday, November 15, where leaders shared updates on financial health, membership growth, and initiatives shaping the tradeshow industry’s future. Held virtually and moderated by Executive Director Julie Kagy, the Town Hall featured updates from ESCA’s executive team, who outlined projects to address industry challenges—from workforce engagement to safety standards across venues.
Financial Stability as a Priority
ESCA President Taylor Vriens opened the event with a promising financial update. Following a year focused on fiscal responsibility, Vriens reported that ESCA’s revenue trends have exceeded projections, driven by cost savings, strong sponsorship support, and high event turnout. “Our members’ commitment to our initiatives and the effectiveness of our cost management have put us in a strong position financially,” said Vriens. These efforts have allowed ESCA to focus on rebuilding reserves depleted by the COVID-19 pandemic while keeping operational transparency a priority. These advances have set ESCA on firm footing to deliver more value for its members as the organization heads into 2025.
Increasing Membership and Strengthening Community
Membership growth has been another focal point for ESCA, which welcomed 15 new member companies in 2024. Updated onboarding processes and new networking opportunities are part of the organization’s efforts to increase engagement. Vriens emphasized that the aim is to strengthen ESCA’s value to members through added resources and events that address the evolving needs of the tradeshow industry.
Introducing the Rising Leaders Summit
As part of ESCA’s focus on workforce development, President-Elect Cory Clayton announced the first-ever Rising Leaders Summit, scheduled for 2025 at the Kay Bailey Hutchison Convention Center in Dallas, Texas. The event will support emerging professionals by offering leadership training, industry-specific education, and networking opportunities. Clayton described the Summit as “not just another event but an investment in the future of our industry,” adding that it is a foundation for future leaders in the tradeshow sector.
The Town Hall also previewed ESCA’s Winter Celebration and Awards on December 15 in Los Angeles. Themed “Old Hollywood,” the event is set to provide members with an evening dedicated to recognition and appreciation for their contributions to the industry.
Badge Program Expansion and New Partnerships
ESCA’s industry-wide badge program, designed to enhance worker identification and safety at venues, was another highlight of the Town Hall. Recent changes include more affordable temporary badges and exclusive benefits at certain venues, such as discounted parking and dining for badge holders. Moving into 2025, ESCA will continue to prioritize badge program security improvements and expand partnerships with additional venues to maintain a high standard of safety and convenience.
Safety, Workforce Development, and Sustainability as Key Areas
Safety, workforce development, and sustainability emerged as key themes for ESCA’s future planning. Randall Pekowski, representing the ESCA executive committee, detailed safety committee initiatives such as standardizing safety signage across sites and exploring guidelines for suspended signage and structural approvals to improve onsite safety.
ESCA is also investing in workforce development through the Exhibitions Industry Collective, a collaboration of industry associations. This year, the Collective engaged over 10,000 students at the SkillsUSA National Leadership Conference in Atlanta to highlight careers in tradeshows. ESCA plans to release a workforce development toolkit later this year to support member recruitment efforts and inspire future tradeshow professionals.
On sustainability, ESCA has collaborated with the Environmental Protection Agency (EPA) through the Exhibitions Industry Collective to establish new sustainability guidelines for exhibition stand construction. The effort also extends to contractor and specialty contractor operations, with the goal of promoting resource efficiency and reducing environmental impact within the tradeshow industry.
A Focus on Education for Members
In addition to new events, ESCA has expanded its educational resources with the appointment of a new Director of Education and Events, Rachel Rodean. The Secretary-Treasurer Pete Carroll confirmed that Rodean’s role will support expanded educational offerings, including regional events, on-demand training, and webinars. ESCA’s goal is to provide members with relevant skills and tools for the tradeshow industry’s evolving needs.
Conclusion
The ESCA 2024 Town Hall underscored the organization’s commitment to member value through strategic financial planning, workforce development, and a focus on safety and sustainability. Initiatives like the Rising Leaders Summit, strengthened safety standards, and expanded badge program partnerships position ESCA to support a resilient future for the tradeshow industry. Through collaborative efforts, continued educational support, and increased transparency, ESCA is working to build a stronger, more sustainable community for its members in 2025 and beyond.
