How Women are Changing the Industry’s DNA
by Danelle Dodds, Exhibit City News
There’s electricity in the air. A palpable hum is buzzing through every corner of experiential exhibits and events. The energy is charged and crackling across boardrooms, ballrooms, and exhibit floors. It’s not just a feeling; it’s a force, and it’s coming from women.
More women than ever are sitting at the head of the table, and their power and influence are reshaping the industry’s DNA. Women make up approximately 70 percent of the market. They are the lion’s share of the individuals propelling a $30,880 million sector, and you can feel their influence in every convention hall, exhibit space, and conference room in the nation.
Two powerful, recently released reports focused on the state of women in the workforce. The Women in the Workplace 10th Anniversary Report (WIW) by Lean In and McKinsey & Co., and the Career Progression and Satisfaction Report (CPS) by Event Marketer and Sparks Exhibits gave an unflinching look at the strides—and stumbles—the industry is making regarding working women.
We tapped the minds of some of the profession’s most influential powerhouses. We asked their opinions on how women influence the industry, how they can support each other, and what gaps still need to be closed. Unsurprisingly, they did not hold back with their replies.
Her Influence: That Special Sauce
The unique perspectives that women bring to the table are nuanced and powerful. A Gallup study on gender diversity found that gender-diverse teams performed better—and had higher revenue—than single-gender companies. A few reasons included the diverse perspectives, innovative ideas, and distinctive problem-solving skills women bring to business. Characteristics once viewed as weaknesses are now recognized as the special sauce of progress. It’s an observation that almost all the women we interviewed shared.
“For starters,” stated Julie Kagy the Executive Director for the Exhibition Services and Contractors Association (ESCA), “we’ve had to work harder to be seen as leaders, and that gives us grit. We often bring more empathy and emotional intelligence to the table, which leads to better collaboration. Let’s not forget—many of us are pros at multitasking, which comes in handy when juggling a million details for an event. It’s taken me years to stop apologizing for these traits and embrace them as strengths. Being empathetic doesn’t mean I’m weak—it means I’m human.”
Caitlyn Correia the President and CEO of BlueHive Exhibits concurred: “I saw being a woman as an opportunity, especially in a sea of men. It energized me. In my opinion, we’re empathetic. We understand what it’s like to balance work, life, and different perspectives. I am methodical in the way I think and react. I like to hear all sides of the story to produce my best work.”
The Chief Marketing Officer of Hamilton, Courtney Soice’s response paralleled this sentiment: “Early in my career, I worked very hard to be unemotional—maybe too hard. As I got older, I realized that to be the best leader, you can be strong and empathetic. Being a woman has helped me. We have a unique perspective that has value.”
That intersection of empathy and visibility is something Jillian Fafard the Director of Marketing at Aluvision agreed with, too. “Women and other minorities or otherwise under-represented individuals obviously have a better perspective of the behaviors, the wants and needs, of their own population. But we also have something else in common that others may not: understanding what it takes to stand out, to succeed when the odds are against you, and to do so with tact and diplomacy as we maneuver through extra hoops and red tape.”
The Feminine Touch: The Power of Perspective
That kaleidoscope of multifaceted understanding translates into proposals, pitches, and experiences that ultimately impact an audience wider than themselves.
“Women’s perspectives and influence are everywhere in the events industry, especially in experiential design. Women bring depth to events, connecting to the senses and emotions in ways that create truly memorable experiences.” Rhiannon Andersen, Chief Marketing Officer at Steelhead Productions, shared.
“These learning experiences, coupled with an innate understanding of self, make for a truly unique perspective in executing events and customer experiences,” Fafard explained.
It’s a gift that you can spot from a mile away. “I can instantly tell the work of one of my [woman] designers,” Correia noted. “The thoughtfulness, the elevated elegance, the detail to explain the journey… Every little piece has a story and a reason why it’s there.”
Andersen recognizes how that gift can transform into tangible experiences on the show floor. “Women bring an invaluable ability to think holistically, balancing logistical details with emotional intelligence. This perspective often leads to creating more tangible experiences, something that audiences cannot just observe but feel. Underrepresented individuals amplify this with fresh ideas that push boundaries and challenge the status quo.”
“It’s not just one story that’s being told anymore,” Soice added, “Whether it’s the content we’re generating and presenting, the speakers on panels, or the booth engagement activities. They’re not a one-track target. It’s targeted to people of different audiences. It’s more inclusive so that everyone can feel seen.”
These empathetic approaches and nuanced viewpoints flood the industry with more diverse content and programming. Quiet zones now regularly appear at conventions. These rooms typically feature sensory lighting, mindfulness stations, and sim toys for attendees with neurodivergence (or those who need a quiet place to decompress). Registration sites include opportunities for the inclusion of an attendee’s pronouns. Show floor privacy pods for nursing mothers appear with more frequency.
“Whether it’s thoughtful hospitality touches, creative outlets for self-expression, or quiet places to sit and recharge, these elements add a layer of care and connection that attendees appreciate. This blend of strategic and emotional intelligence transforms events into something truly impactful.” Andersen noted.
These, and other subtle signs, are the fingerprints of progress.
Herstory: Standing on Shoulders and Extending a Hand
More than four generations are in the workplace for the first time. Boomers (born 1946 to 1964), Generation X (born 1965 to 1980), Millennials (born 1981 to 1996), and Gen Z (born 1997 to 2010) all share space around the water cooler. The women within these periods have seen drastic changes in the professional climate. From the rise of the civil rights movement, second-wave feminism, workplace integration, work-life balance sensitivity, and increased representation, the “norm” is evolving.
Women who helped push the industry further through the trenches are handing the fire to the next chapter of leaders. Those leaders are now carrying the torch and lighting the way for the legions behind them. This unique blend of perspectives is helping illuminate a deeper level of appreciation and, ultimately, opportunity.
“All of us are standing on the shoulders of the generations that came before us,” Soice reflected, “I am inspired by those before me. I now see it as a responsibility of my own to support the development and find opportunities for advancement for women in Gen Z.”
“The key is mutual respect,” noted Kagy. “If we all stay open-minded, we’ll move gender progress forward together.”
Helping other women and woman-centric networking is essential to keeping momentum. “I am a firm believer in the power of mentorship and connecting with current leaders to help yourself grow, professionally and personally,” said Fafard.
Soice was emphatic about the influence of mentorship and networking. “It is crucial. Absolutely essential. It creates opportunities for connection. Lifting up other women is essential to propelling each other forward. We’re stronger together as a community.”
Kagy agreed, “Mentorship is everything. I was lucky to have amazing mentors who believed in me and cleared paths that made my journey smoother. Now it’s my turn to do the same.”
That sisterhood is helping women breakthrough in critical areas.
Cracking the Ceiling: How Far We’ve Come
All the women interviewed shared a similar viewpoint: the industry has changed to include more women breaking into new roles, including leadership. Each woman noted other women who held decision-making spots in their organizations and fellow companies.
“I have been fortunate to observe women who have entered this industry and excelled in leadership roles. It is a testament to how our industry embraces the spirit of inclusion, bringing fresh perspectives to the show floor.” Tara Ericson, CEO of beMatrix USA, shared.
“I see more women in leadership positions,” observed Soice. “I also see more organizations and associations launching programs with initiatives specifically tailored to women or underserved communities.”
That level of advocation is building a stronger foundation of business. “The big shift I’m seeing is toward authenticity,” stated Kagy. “It’s about building trust and creating value for the long haul. Women are natural relationship-builders, and that makes us key players in this transformation.”
“I think this is the root of progress,” Soice added, “Progress happens as you put women and underserved communities in leadership positions; they will naturally advocate for women and underserved communities. That is what the power is in putting people in positions of influence.”
These women take seriously their responsibility to ensure diversity and representation in events, exhibits, and their teams. “Diversity isn’t just about checking boxes – it’s about enriching every aspect of the event experience,” stated Andersen. “The beauty and the challenge of inclusivity is that we must produce environments that connect with a myriad of people.”
Mind the Gaps: How Far We Still Need to Go
While leadership strides are visible, the reality lurking in the shadows is that progress is slow. There have been significant gains for women in senior leadership, but at a much slower rate than in previous years. According to the WIW report, not enough women—especially women of color—are advancing into management positions.
Kagy observed, “One big gap…is at the decision-making table. We’ve made progress, but there are still few women and under-represented voices shaping policy, strategy, and innovation.”
She’s right. Only about 16 percent of women in the industry are in leadership positions. Andersen takes a measured stance regarding this gulf. “The leadership gaps we see aren’t unique to the trade show industry—they’re part of a broader, systemic issue,” she continued. “But that doesn’t mean we can’t address it within our own organizations.”
But the question is, how?
“Fixing gaps requires more than just policies,” Andersen stated, “It calls for a heightened level of consciousness and intention in how we assess, promote, and support talent. By committing to this level of awareness, we can create a more equitable and inclusive environment for everyone.”
Soice expanded, “I think it comes down to the employers to understand the importance of this diverse representation within their leadership teams and make that part of their recruitment practices.”
Kagy addressed a more specific and serious point. “Another gap is pay equality. Let’s be honest; there’s no good excuse why we’re still fighting for that. The industry needs to take a hard look at its systems and make transparency and accountability non-negotiables.”
Her reference is relevant. The gender pay gap is not a new concept. In the CPS study, 53 percent of women feel under-compensated for their contributions. Recent reports show that women now earn .83¢ for every dollar a man does. For women of color, the gulf is even greater. Based on the growth trajectory, the gap will not close until 2068.
Staying Steady: Work-Life Balancing Act
While the gender pay imbalance still demands attention, one of the more positive changes seen in the industry is the promotion of work-life balance, especially concerning family. Balancing motherhood and a career has historically been a tightrope act reserved predominantly for women. The WIW study shows that women’s workload when they leave the office is still disproportionately skewed. According to the report, 4 in 10 women with partners say they carry most or all the housework in addition to a full-time job. Those figures are the same as they were in 2016.
The report’s silver lining is that 8 out of 10 employees say flexibility has improved over the last decade. The combination of post-pandemic remote work and an influx of women in the workforce has pushed the envelope for flexibility. That level of accommodation is hugely important to women who jump between responsibilities. Correia happily recognized the progress in this area. “In the early days, I thought having a family would hold me back from climbing. But I don’t think that anymore.”
Fixing Each Other’s Crowns: Pearls of Wisdom
When asking our interviewees what key advice they had for the next generation, they spilled treasure troves of insightful gems.
Soice encouraged, “Ask for help from people you admire. Get involved in the networking, introduce yourself, talk about what you’re passionate about, and build a community.” She added, “Speak up and do your research. Be the most prepared person at any meeting, which will set you up for success.”
Correia was thoughtful and direct. “If you want to grow, you may have to work harder than a man. We have more challenges because we’re doing it all.” She added, “I always said ‘yes’ to new experiences that made sense. I worked in most aspects of my company, and it gave me the chance to learn and see what my team goes through. Saying ‘yes’ gave me that exposure to new opportunities.”
Kagy’s advice was motivating. “Work hard. Then, work harder. And don’t let anyone tell you what you’re capable of. You’ll prove them wrong every time.”
“Lead with a level of bravery,” championed Andersen. “Starting out in any field can be intimidating, and stepping into something new or creating change often feels daunting. But choose to push through anyway. Use your voice anyway. Build a strong network, stay curious, and don’t shy away from opportunities to grow. Most importantly, trust in your ability to make an impact—you belong here.”
Herizon: Future Hopes
These women’s passion for the industry—and each other—continued to fuel them when asked what they hope to see in the coming years.
“I hope to see a future where inclusion is the norm and not the exception, where every voice is valued, welcomed, and celebrated, and where women and under-represented individuals lead boldly and authentically,” mused Andersen.
“Progress. I hope to see progress,” stated Soice. “I want to see increased representation across leadership, inclusive work environments, equal pay, and continued networking and mentorship opportunities.”
Correia had a few specific role gaps she’d like to see bloom. “I personally would love to see more representation in production or the laborer side. I would love to hire more women in these roles.”
“Given my personal experience, I expect that more women will excel at all levels throughout the industry,” Ericson predicted.
Kagy addressed the future women with her thoughts, “That they know, without a doubt, they’re not alone. If they ever feel like they can’t take another step, there’s an army of us ready to lift them up. Keep going—we’ve got your back.”
With these women—and others like them—behind the wheel, we’re moving in the right direction. But does that mean that men will be left in the dust? The answer is no; that’s not what this movement is about.
“My father is one of the biggest supporters of women,” Soice stated passionately. “Without him, our company culture wouldn’t be what it is. He has encouraged me to go big my whole life. But it doesn’t minimize that I still also find so much value in connecting with these incredible, powerhouse women in the industry who are doing new things and who have a different perspective… A perspective that comes from being a woman or under-represented individual in this society. It doesn’t minimize the male impact of what many men have done to get us here, too. It’s about us coming together to push the envelope for future women, not just us.”
This story originally appeared as a truncated version in the Q1 2025 issue of Exhibit City News, p. 28. For original layout, visit https://issuu.com/exhibitcitynews/docs/ecn_q1_2025/28.
