Highlights from the 2024 ESCA Conference
by Chris Kappes, Exhibit City News
Set against the picturesque hills of Virginia at The Omni Homestead Resort, the 2024 Exhibition Services & Contractors Association (ESCA) Conference united industry thought leaders, seasoned professionals, and innovators to envision the future of exhibitions.
Strategic Foresight: Preparing for Multiple Futures
Samantha Jordan, a futurist and consultant at the Future Today Institute, kicked off the conference with a session on strategic foresight. She emphasized the importance of asking the right “what if” questions and preparing for multiple plausible futures rather than predicting a single outcome. Jordan illustrated this concept with scenarios such as unexpected blizzards and the rise of “black swan” events—unpredictable occurrences with profound impacts. She also explored emerging technologies like “text to video” transformations and “organoid intelligence” (OI), where brain cells are used to compute artificial intelligence, promising to revolutionize computational paradigms.
Designing Venues for Stakeholder Engagement
TVS, an architectural and interior design firm known for its work on large convention centers worldwide, shared best practices for creating efficient and accessible event spaces. Their approach emphasizes designing venues from the “inside-out and outside-in,” ensuring a seamless and engaging experience for stakeholders. Key trends included pre-function areas, flexible halls, and the integration of food services close to event spaces.
Industry Priorities and Innovations
A panel of executives from various associations, including Brad Mayne (International Assn. of Venue Managers), Dasher Lowe (EDPA), Tommy Goodwin (ECA), Julie Kagy (ESCA), Marsha Flanagan (IAEE), and Vinnie Polito (SISO), discussed industry priorities such as workplace development, sustainability, health and safety, and industry-specific regulations. Notable initiatives included securing government recognition, establishing an industry sector/SEC code, and developing a sustainability toolkit to support small members. The group highlighted the industry’s evolving demographics and increasing focus on diversity and conscious sustainability decisions.
Legal and Economic Landscape
Legal expert Hope Goldstein covered significant legal changes impacting the industry, including the National Labor Relations Board’s new rules on union recognition, surveillance mechanisms, and joint employer liability. The FTC’s ban on non-competes and the introduction of the Pregnancy Workers Fairness Act were also explored. Economist Dr. Anirban Basu provided economic insights, noting trends such as rising consumer debt, declining mortgage applications, and increasing office vacancies. Despite these challenges, the exhibition industry shows resilience, with rising business travel and airline bookings.
Sustainability and the Future of Events
Mariela Bazan from the Events Industry Council emphasized building a sustainable future for the events industry. Highlighting the significant carbon footprint of event travel, Bazan urged professionals to consider the “return on carbon” and adopt circular economy practices like reusable stands and signage. The conference underscored the industry’s commitment to sustainability, with many organizations launching new initiatives and developing toolkits to guide members towards greener practices.
The Learning Moment
A standout session by Garry Ridge, former Chairman and CEO of WD-40, focused on creating positive work environments through a culture of continuous learning and improvement. Ridge emphasized that happy people lead to productive workplaces and shared insights on fostering a culture where every outcome, whether positive or negative, is viewed as a learning moment.
Looking Ahead
The U.S. B2B exhibition industry is poised for growth. Despite a slight decline from pre-pandemic levels, the industry is on a path to recovery, with predictions indicating a full rebound by 2026. The focus now is on engaging Gen Z attendees, optimizing exhibitor participation, and navigating risks posed by geopolitical tensions and economic uncertainties.
Special Recognition
Cathy Breden, EVP & COO of IAEE, received special recognition for her years of outstanding contributions to the tradeshow industry. Breden is retiring, June 2024.
Takeaway
As the ESCA Conference 2024 concluded, attendees left with a wealth of knowledge, innovative strategies, and a renewed sense of optimism. The event highlighted the importance of adaptability, strategic foresight, and a commitment to sustainability as the industry moves forward into an exciting and unpredictable future.
