A closer look at the voices shaping ESCA’s direction in 2025 through fresh priorities, evolving trends and industry-wide collaboration
The Exhibition Services & Contractors Association (ESCA) enters 2025 with a board made up of seasoned pros and fresh thinkers and leaders who don’t just know the industry, but who are actively shaping its future.
We reached out to the full board with three big questions:
- What led you to serve on the ESCA board?
- What are your priorities this year?
- What industry trends are catching your attention?
Seven members replied with thoughtful, wide-ranging answers. From sustainability and safety standards to AI adoption, diversity, and generational change, their responses paint a picture of an industry undergoing transformation—and a board intent on leading it well.
Cory Clayton – President, ESCA
Senior Vice President, Freeman
Florida
When Cory Clayton talks about the ESCA presidency, he skips the fanfare and gets straight to the point.
“I’ve been in this industry a long time, and I know how much ESCA has done behind the scenes to keep things moving,” he says. “Serving as President is a chance to help drive progress on the issues that matter. I’m not big on titles—what excites me is the work.”
That work, for Clayton, starts with listening to the membership and aligning around shared priorities. “We’ve got to make it easier for people to find their place in this industry—and want to stick around,” he adds. “That means real workforce development, not just talk.”
Clayton sees the pace of change accelerating. “New tech, shifting expectations, tighter timelines—our members need support that’s practical. They don’t need more talk; they need tools that actually help.”
Jim Kelley – Secretary/Treasurer, ESCA
VP, Marketing & Industry Relations, Fern
National
Jim Kelley brings decades of experience to his role and doesn’t hesitate to connect the dots between client success and association relevance.
“Early in my career, I learned that being a valuable resource means understanding your client’s business better than they do,” he says. “That lesson still drives me today—and it absolutely applies to ESCA’s role in the industry.”
Kelley’s top priority for 2025? Meaningful engagement.
“Every member is different. What Fern needs from ESCA might not be what a smaller contractor in a regional market need. We must meet them where they are.”
He’s also looking outward—to event organizers and the broader industry narrative.
“We haven’t done enough to tell ESCA’s story. If you’re not telling your own story, someone else is—and it’s probably not the story you want told.”
When it comes to navigating an evolving event landscape, Kelley boils it down to one thing: listening. “Our members are on the front lines. We need to hear them, act on it, and keep that loop going.”
Pete Carroll – Vice President, ESCA
VP of Operations – North Division, GES
Chicago
Pete Carroll is no stranger to the operational side of events—but his focus at ESCA goes beyond logistics.
“Being part of ESCA allows me to contribute to the bigger picture of our industry,” he says. “It’s not just about GES; it’s about raising the bar for all stakeholders.”
As Chair of ESCA’s Health and Safety Standards Committee, Carroll has already helped push out new industry signage and communication protocols. Now, he’s focused on expanding that work.
“We’re looking at how we can further standardize and elevate safety practices across the industry. That includes collaboration with union partners to grow and develop their workforce.”
Carroll also sees big potential in technology—and in preparing the next generation of industry leaders to take the baton.
“These two things go hand-in-hand. Technology isn’t a replacement for people, it’s a tool that makes the people in this industry more effective.
Laure Chachere – Board Member
SVP of Customer Experience, Freeman
Texas
With experience spanning operations, training, and customer strategy, Laure Chachere brings a well-rounded voice to the board—and she’s focused on what makes the industry stronger from the inside out.
“My background in customer experience has taught me how to anticipate needs and deliver meaningful outcomes,” she says. “As part of ESCA’s Education Committee, I’m excited to use those skills to help build out programs that support professional growth.”
Chachere is especially passionate about sustainability and innovation. “Reducing environmental impact without compromising service is something we’re constantly working on. And technology—when applied right—can help us get there.”
She’s also looking at diversity and inclusion as more than a buzzword.
“Inclusion enhances our delivery and creates a more welcoming environment for everyone—customers, employees, and partners. The generational shift in our industry makes this more important than ever. We have Millennials stepping into leadership and Gen Z entering the workforce with different expectations. Our success depends on how well we respond to that shift.”
Kevin Small – Board Member
Director of Client Services, GES; Chair, Rising Leaders Committee
Texas
As Chair of ESCA’s Rising Leaders Committee, Kevin Small is focused on giving younger voices a seat at the table—and he sees his board role as an extension of that mission.
“I’ve worked in cities across the country and seen how collaboration drives this industry. ESCA is where that collaboration happens, and I wanted to be part of shaping the next generation’s involvement,” he says.
His top priorities? Workforce development, sustainability, and innovation.
“We can’t grow as an industry without investing in the people who power it. Mentorship, career pathways, and skill-building are where the future is.”
While Kevin keeps an eye on AI and automation, he emphasizes that tech means nothing without the people behind it. “The biggest trend I’m watching is workforce development. That’s what will determine our long-term success.”
Glenn Charles Jr. – Board Member
President & CEO, Show Strategy
Chicago
A hybrid thinker with a background in architecture, construction, and live events, Glenn Charles Jr. brings a systems-level view to the board.
“This industry runs on project management and execution,” he says. “I’ve worked across those systems, and I want to help ESCA evolve—through education, member engagement, and expanding our presence in the broader business conversation.”
He sees an urgent need to make ESCA more relevant to emerging players and legacy firms alike.
“We have to connect new members and ideas with the institutional knowledge that’s built this industry. That kind of collaboration is what keeps ESCA strong.”
Charles is watching two trends in particular: AI adoption and the influence of content creators.
“AI can bring serious efficiency if applied thoughtfully. And the rise of influencer culture is shaping everything from attendee demographics to sponsorship strategy. It’s changing who shows up—and why.”
Ann Vancoille – Board Member
Owner & President, Aluvision
Belgium / Global
With more than 30 years in the global exhibits industry, Ann Vancoille sees ESCA as a platform for big-picture progress.
“I’ve built both a design company and a manufacturing company, and I understand how important it is to advocate for innovation, collaboration, and sustainability,” she says. “Joining the board was a chance to bring that perspective to the North American conversation.”
Sustainability, in particular, is where Vancoille sees the most momentum—and need.
“Clients want greener options. They’re choosing reusable, modular systems that reduce waste without sacrificing quality. Sustainability has become a decision-making factor across the entire supply chain.”
Vancoille also encourages rising professionals to take a collaborative mindset.
“If you want to grow in this industry, look beyond your own success. Think about how you can help the whole ecosystem improve. Support strong culture, build partnerships, and never stop learning. That’s where the impact is.”
Looking Ahead
The board members who responded represent a wide swath of the industry—union advocates, customer experience experts, technologists, entrepreneurs, and next-gen leaders. While their backgrounds and focus areas differ, a few clear themes emerged:
- Invest in people
- Collaborate with purpose
- Stay relevant by listening, not guessing
- Lead with both innovation and empathy
With that mindset—and with the momentum from this year’s board—ESCA is positioned to not just adapt to the future of live events but help shape it.
For more information about ESCA’s initiatives, committees, and programs, visit esca.org.
