Trade Show Talk Podcast

Micah Desforges on Jackalope, action sports tourism, and building a community brand

Micah Desforges, Founder of Jackalope and CEO of Tribu Experiential, speaks with Trade Show Talk host Danica Tormohlen about how Jackalope grew from a backyard idea into a multi-city action sports festival and community platform. Desforges explains how free events, destination partnerships, and athlete-led content can bring together tourism, media, and local economic impact.

Also in this episode is our monthly advocacy update with Tommy Goodwin, president and CEO of the Exhibitions and Conferences Alliance. He talks about ECA Votes and current policy developments relevant to the events industry. Tommy explains how listeners can learn about key issues, get involved, and find voting information, then shares updates on association tax status, terrorism insurance, tariffs, and upcoming industry events.

In this interview with Micah:

• Micah's event portfolio: Jackalope, Apik, and Barbegazi.

• Why free admission helps make action sports more accessible and can drive spending to local businesses.

• How destination partners evaluate the tourism, marketing, and community value of an event.

• How a chance meeting led to the Virginia Beach partnership—and how the event grew.

• What attendees can experience in Ventura and Virginia Beach, from skateboarding and BMX to motocross and highlining.

• How athlete collaborations, social media, and live webcasts support event promotion.

• Micah's experience navigating event safety, weather, and the pandemic.

• The planned Jackalope Pass, designed to connect fans with participating sports venues.

In this interview with Tommy:

• What ECA Votes offers through its "learn, engage, vote" approach.

• How listeners can explore issues, prepare questions for candidates, and check voter registration.

• Tommy's take on the election landscape at the time of recording.

• Policy updates concerning nonprofit status for associations, terrorism insurance, and tariffs on Chinese-built ships.

• Upcoming opportunities to connect with Tommy at industry events.

Chapters

00:00 – Welcome to Trade Show Talk 01:39 – Meet Micah DeForge and Tribute Experiential 02:26 – Jackalope, APIC, and the action sports event portfolio 04:12 – Free admission and the action sports tourism model 05:53 – How free events generate value for local destinations 07:35 – Why city and destination partnerships matter 08:54 – Destinations as co-producers of signature events 10:11 – Building a destination brand through events 11:15 – Virginia Beach becomes a long-term partner 12:03 – The chance meeting that started the Virginia Beach deal 14:18 – Room nights, economic impact, and advertising value 15:37 – The goal of a 10-stop Jackalope tour 16:30 – Ventura's launch and the 2028 Olympics opportunity 18:31 – What an event weekend feels like for attendees 20:45 – Virginia Beach's 12-discipline festival 22:19 – Sponsors, vendors, and the Jackalope community 24:16 – Social media and athlete-led promotion 26:47 – Security planning and working with host cities 28:45 – Micah's lessons from 15 years in events 30:43 – COVID, content, and buying back company equity 33:10 – International expansion and the Jackalope Pass 37:03 – Turning event attention into a broader community 39:48 – Micah's wish-list destinations 41:10 – What Micah carries when he travels 42:06 – Stepping into the spotlight and building a personal brand 43:28 – The idea of adding live music and emerging artists

Tommy Goodwin on ECA Votes and policy issues affecting the events industry

Chapters

00:00 – Advocacy update introduction 00:22 – Why elections matter to the events industry 00:42 – ECA Votes: learn, engage, and vote 01:13 – Resources for getting involved at any level 01:42 – Voter registration and ballot information 02:12 – Finding industry issues and candidate questions 02:59 – Tommy's election outlook 04:07 – Policy updates from Washington, DC 04:32 – Association nonprofit status and events 05:13 – Terrorism insurance legislation 05:32 – Tariff pause and potential cost impacts 06:46 – October and upcoming industry events 07:56 – Closing the advocacy update

Trade Show Talk Host Danica Tormohlen sits down with Rich Askintowicz Jr. CEM, operations director at Fanatics, for a wide-ranging conversation about how a longtime trade show pro helps run Fanatics Fest, one of the fastest-growing fan events in the country.

This month's episode is brought to you by Trade Show News Network and sponsored by Cort Events.

He shares how he moved from exhibit management to trade show sales to event operations, what it takes to manage 200,000-plus fans, and why relationships, safety, and constant learning are the backbone of great event ops.

We discuss the evolution of Fanatics Fest, the logistics behind talent movement and wayfinding, and how lessons from pop culture events like New York Comic Con and Star Wars Celebration shaped the show's launch and growth. Askintowicz also offers practical advice for anyone who wants to move into operations and explains why the best operators stay curious, collaborative, and fan-first.

In this month's advocacy update, Exhibitions & Conferences Alliance (ECA) President and CEO Tommy Goodwin covered three key issues affecting the trade show industry: a proposed FCC rule that could limit exhibitors' ability to bring unapproved telecom equipment for demos, a new State Department pilot program that may speed up business visa interviews, and ECA's new Ambassador Program to expand year-round advocacy. He explained that the FCC proposal could create problems for technology-heavy shows, while the visa pilot could help reduce long delays for international exhibitors and buyers. The Ambassador Program is designed to turn the energy of Legislative Action Day into ongoing industry action throughout the year.

Key topics

• Rich's career path from exhibitor-side marketing to sales and eventually operations

• Why operations is like being "behind the drape" and only gets noticed when something goes wrong

• How trade shows like NADA opened the door to his first major event experience

• Moving from RX shows into pop culture events including New York Comic Con, Emerald City Comic Con, C2E2, SuperCon, and Star Wars Celebration

• How COVID-era reopening protocols and safety work expanded his role into security and risk planning

• What makes Fanatics Fest different from a traditional trade show or B2B event

• How the team scaled Fanatics Fest to more than 200,000 attendees, 500-plus athletes and talent, and 225 billion media impressions

• The strategy behind fan experiences like the Fanatics Games, talent highways, and brand activations that keep people on the floor for hours

• How the team handles branding, back-of-house movement, security credentials, and live changes for talent and VIPs

• Why vendor relationships, clear communication, and respect for labor, venue, AV, and security teams are critical to successful operations

• The role of digital signage, app-based passes, and flexible wayfinding in improving navigation for a massive consumer event

• Rich's advice for future ops leaders: learn constantly, ask questions, volunteer, and spend time on other shows

• Accessibility, ADA, sustainability, and safety as ongoing priorities in event design

Timestamps

00:00 - Welcome to Trade Show Talk and episode setup 01:18 - Introducing Rich Askintowicz Jr. and his 25-year events career 03:50 - Why Danica wanted to interview an operations director 04:33 - Operations as "behind the drape" work 05:01 - How Rich got into the industry after college 06:20 - First trade show experience at NADA in Las Vegas 07:40 - Moving into sales at Reed Exhibitions 08:38 - Transition from sales into operations 09:50 - Working on hardware, ISC, and major pop culture events 10:46 - COVID task force work and expanded safety responsibilities 12:23 - What Fanatics is and how the events division works 13:48 - Fanatics Fest growth from launch to 200,000-plus attendees 15:10 - Fanatics Games, prize structure, and live broadcasting 16:34 - Bringing athletes directly to fans with no sideline model 17:04 - Talent movement planning and branded back-of-house flow 18:26 - Security, credentials, and keeping talent comfortable 19:23 - Why Fanatics Fest is more than sports and more like a cultural event 20:17 - The larger Fanatics ecosystem and partner brands 22:29 - Why the show keeps growing year after year 23:50 - Building strong vendor and venue relationships 26:28 - The last-minute Messi FIFA press conference pivot 29:09 - Why collaboration and pay-it-forward leadership matter 29:37 - Advice for someone trying to move from exhibitor to operations 31:26 - Learning by attending other events as an attendee 33:15 - Sustainability, ADA, and accessibility priorities 34:59 - Wayfinding strategies for 200,000 fans 36:24 - Digital signage, app passes, and on-the-fly communication 38:17 - What the team will improve for next year 40:10 - Rich's favorite parts of this year's Fanatics Fest 42:32 - WWE SummerSlam fan event and the show store model 43:52 - What's next, including a break and college transition for his daughter 44:39 - CES as a bucket-list show 45:08 - Life outside work, family, sports, and the Mets 46:31 - Show-day ritual: Red Bull, an early lap, and checking every detail 48:21 - Closing thanks and a look ahead to next year 49:47 - Advocacy update with Tommy Goodwin from ECA 50:35 - FCC proposal could affect telecom equipment demos at shows 53:17 - New visa processing pilot for business travelers 57:15 - ECA ambassador program and year-round advocacy 60:31 - Closing sponsor thanks and sign-off

In this month's episode of Trade Show Talk, TSNN's Danica Tormohlen speaks with Kate Spellman, Chief Commercial Officer of the newly combined Emerald and Questex, which were both purchasedby global alternative asset manager Apollo-managed funds with the sales officially closing July 14. Spellman shares how she's approaching the integration, why she sees enormous growth potential in the merger, and how AI, data, and year-round engagement are changing the way the industry sells and delivers value.

Spellman breaks down three major organic growth opportunities: event extensions, digital products, and deeper year-round content programs. She also explains why consultative selling and stronger ROI reporting are becoming essential for modern event businesses.

The conversation then turns to Apollo's investment in live events, the role of first-party data, the importance of personalization, and how AI is already accelerating sales and marketing performance across the portfolio.

The episode concludes with an advocacy update from Tommy Goodwin, President and CEO of the Exhibitions and Conferences Alliance (ECA) on tariffs, industry policy, and new initiatives designed to keep professionals connected and engaged year-round.

Highlights from the podcast:

• Why the Emerald x Questex combination is a "once-in-a-lifetime opportunity:

• How integration can remove silos and unlock scale

• Why one-to-one meetings and personalized outreach are here to stay

• How AI SDRs are generating faster responses and measurable revenue

• Why event tech, martech, and data should function as one connected stack

• The latest updates on industry advocacy and tariff pressure

Timestamps:

00:00 - Introduction to Kate Spellman and her expertise in digital transformation 00:45 - Kate's career highlights and impact on enterprise value at Penton and Informa 01:35 - Overview of her current role as Chief Commercial Officer at QuestX and Emerald post-merger 02:28 - Excitement around the Emerald and Questex merger and industry growth opportunities 03:21 - The industry's shift towards year-round connection and data-driven ROI 04:01 - Lessons from past integrations at UBM and Penton on building capabilities and organic growth 05:24 - Strategic focus on market knowledge, vertical expertise, and partnership building 06:18 - Leveraging talent and data to accelerate growth and scale shows 07:06 - The integration approach for Emerald and Questex, including the role of data and leadership tours 08:25 - Managing siloed structures and creating unified, scalable event portfolios 09:42 - Expansion of digital pharma and biotech events, and the importance of large trade shows 10:33 - Emphasizing strategic thinking over siloed operations for bigger, more impactful events 11:02 - New market opportunities from the industry merger and what it means for customers 11:58 - Industry investment in live events by Apollo funds and the focus on building trust and relationships 13:20 - How the combined company will enhance customer experiences in the next 12 months 14:09 - Rebranding strategies and new offerings to clients via the merged entity 15:29 - Organic growth opportunities including event extensions, digital products, and full-year programs 16:46 - The emergent importance of year-round engagement and personalized content strategies 17:15 - Evolving sales strategies towards high-touch, consultative approaches and larger client relationships 18:13 - The industry's move toward data-driven ROI and how event tech is converging with Martech 20:06 - The deployment of AI for sales, marketing, and personalized attendee experiences 21:26 - Successful AI integration at QuestX and Emerald, and future potential 23:16 - AI's measurable impact on revenue, responsiveness, and client engagement 24:29 - Building communities and continuous content sharing outside of event periods 25:24 - Strategies to keep databases fresh and maximize year-round outreach 27:25 - The shift in sales conversations toward strategic partnerships and high-value clients 29:13 - How industry relationships are deepening among large companies and new client acquisition 33:47 - Emerging trends underestimated by organizers, such as one-to-one marketing and sophisticated reporting 34:33 - The importance of creating memorable, experience-driven events and personalized journeys 35:02 - Personal interests and travel essentials of Kate Spellman 36:23 - Memorable first shows and recent events attended 36:53 - Travel plans and upcoming listening tours

Advocacy Update with Tommy Goodwin, ECA

37:21 - Tommy Goodwin joins for an advocacy update from the Exhibitions and Conferences Alliance 37:46 - Update on the OMB proposal and the industry's response 38:08 - More than 500,000 comments submitted on the proposal 38:32 - Follow-up conversations with the White House and OMB 39:47 - New tariffs affecting imports from multiple countries and the ongoing uncertainty 41:12 - Why tariff pressure matters for 2027 planning 42:45 - New ECA programs designed to keep advocacy active year-round 43:12 - Returning ECA Votes program ahead of the 2026 election 44:25 - Upcoming appearances at the ASA annual meeting and SISO Leadership Conference 44:53 - Closing thoughts and thanks from Danica and Tommy

Guest bio: Kate Spellman, Chief Commercial Officer, Emerald+Questex

Kate Spellman is a senior commercial operating executive known for driving enterprise value creation across B2B information services, with deep expertise in monetizing data, digital, and event-led platforms. She has led P&L and go-to-market functions across businesses ranging from $20M to $800M+ in revenue, operating within private equity, public company, and founder-influenced environments. Her work consistently centers on accelerating revenue growth, expanding margins, and scaling platforms through both organic and M&A-driven strategies.

Leadership Scope

• Functional leadership across Sales, Marketing, Product Marketing, Data, Digital, Events, and Customer Experience

• Experience leading global, cross-functional teams across the U.S., Europe, and Asia

• Team sizes ranging from ~25 to 150+ across centralized and business unit structures

• Oversight of multi-channel revenue engines spanning events, subscriptions, data products, and digital media

Currently, Ms. Spellman serves as Chief Commercial Officer at Questex, where she leads monetization strategy across events, data, digital, and content. She is responsible for commercial execution, product monetization, and go-to-market optimization, directly supporting scalable growth and EBITDA performance across the portfolio.

Previously, as Chief Marketing Officer at Questex, she built and led a centralized Centers of Excellence model spanning products, data, events, digital, content, and customer experience. This operating structure enabled more efficient cross-platform monetization, drove record revenue and EBITDA performance, and materially expanded digital and event-based revenue streams.

Ms. Spellman was a member of the Executive Committee at Penton, where she played a key role in tripling enterprise value, culminating in a $1.67B sale to Informa. Following the acquisition, she was promoted into Informa's Executive Leadership team, where she founded and scaled the global Informa Engage business unit, driving over $200M in new product launches and revenue growth.

Earlier in her career at UBM, Ms. Spellman launched new business lines, expanded international operations, and built high-performing commercial teams across the U.S., Europe, and Asia, further establishing her track record in scaling global platforms.

Ms. Spellman brings deep experience operating in acquisition-driven environments, including M&A and exit experience, integration, commercial transformation, and organizational scaling.

In addition to her operating roles, Ms. Spellman has served on multiple boards and advisory councils, providing strategic oversight and governance across B2B media, data, and information services platforms. Her expertise is sought after across the events and media industry, and she has won multiple awards for her contributions.

In this episode, Trade Show Talk Host Danica Tormohlen explores how Karen Chupka, Executive Vice President of Global Connections and Events at the National Association of Broadcasters (NAB), reveals how her team is transforming one of the industry's longest-running trade shows into a hub for innovation—where AI, creator economy, and sports media collide—by expanding its narrative beyond conventional broadcasting.

Context: The NAB Show ranked 17th on TSNN's Top 250 list of trade shows in 2025, when more than 54,00 people and 1,146 companies exhibited at that year's event. The 2026 NAB Show, held April 18–22 at the Las Vegas Convention Center, welcomed more than 58,000 registered attendees from 146 countries, underscoring its expanding international footprint. Almost one in four participants traveled from outside the U.S. (22%) while 48% were first-time attendees.

The 2026 show featured more than 1,100 exhibitors spread across the equivalent of nearly eight soccer fields, with 132 first-time participants showcasing their innovations. Global brands on the show floor included Sony, Canon, Ross, Blackmagic Design, Adobe, Google Cloud, AT&T, and AWS.

NAB Show attendees now include creators funding their own content, sports teams engaging fans like never before, and corporate brands building in-house studios to tell stories at scale.

Discover how NAB is rebranding to reflect today's media landscape—highlighting tools for everyday storytellers, from social media influencers to news crews—and opening new avenues for audience engagement.

Chupka shares behind-the-scenes strategies that led to a 140% surge in creator attendance, and how AI, data unification, and personalized marketing are revolutionizing event planning and attendee experience.

Chupka emphasizes the importance of innovation, community-building, and leveraging data-driven insights to stay ahead.

Related: The 2026 NAB Show Showcased the Next Chapter of Storytelling with More Content Creators, AI Chatter, and Lots of Sports Media Attendees

Key Topics:

• Chupka's transition from CES to NAB and lessons learned about industry transformation

• Rebranding NAB to highlight its broader focus beyond traditional broadcasting

• The exploding creator economy and new attendee sectors like sports and corporate media

• Integrating data, AI, and personalization in event marketing and attendee engagement

• Strategies for attracting international attendees and emphasizing community building

• The role of technology, content partnerships, and diversity in future event planning

• Ongoing industry challenges, including government proposals affecting event security and attendance

• Chupka's leadership tips and rapid-fire insights into event experiences and personal favorites

Advocacy and Policy Update with ECA's Tommy Goodwin

Tommy Goodwin, President and CEO of the Exhibitions & Conferences Alliance (ECA), closes the episode with an important advocacy-focused discussion about policy proposals that could negatively affect conference attendance, event participation, and the broader live events ecosystem. The conversation highlights how federal grant restrictions may discourage organizations and individuals from attending conferences, while also creating operational challenges for venues and event organizers.

Goodwin emphasizes these proposals are not just administrative details—they could have real consequences for the health of the events industry, reducing attendance, limiting knowledge-sharing, and weakening the economic impact of face-to-face gatherings. The segment underscores the need for the industry to stay informed, respond through the public comment process, and support efforts that protect the value of in-person events.

ECA is calling for the complete withdrawal of both proposed changes, and they are asking for the industry's help. ECA has provided a template to submit a comment letter to the Office of Management and Budget by July 13 but recommends tailoring and personalizing the letter before submitting. Here's a link to the template and more information.

Related: ECA Sounds Alarm on OMB Proposal Targeting Meetings, Conferences and Event Services

Key Takeaways:

• Federal grant proposals could reduce conference attendance and create barriers for event participation

• The live events industry depends on strong, accessible in-person gatherings

• Advocacy and public comments are essential tools for influencing policy outcomes

• Industry stakeholders should stay engaged to protect the future of events

Timestamps:

00:00 - Introduction to Karen Chupka and her industry impact 00:46 - Karen's career evolution from CES to NAB and key learnings 01:37 - Massive growth at the NAB Show and upcoming innovations 02:06 - Navigating media industry transformation and new audience opportunities 03:02 - Lessons from CES that inform NAB strategy 04:20 - Efforts in rebranding NAB beyond traditional broadcasting 05:36 - Expanding storytelling and highlighting new media tools 06:17 - The importance of embracing the creator economy and new sectors 07:11 - Marketing strategies for diverse attendee groups 08:10 - Data unification and AI use to personalize attendee experiences 09:24 - The future of in-house production and creator-led content 10:47 - Building community and engaging international audiences 11:08 - Karen's role, team management, and leadership approach 12:34 - Investment in internal marketing expertise and technology platforms 13:00 - Leveraging behavioral data for better attendee insights 14:34 - Tech stack, dashboards, and AI tools that enhance event planning 15:35 - The significance of clean data and event personalization 16:28 - Creating dashboards for real-time sales and marketing decision-making 17:26 - Tracking and analyzing attendee behavior to optimize experiences 18:42 - Upcoming NAB New York and its focus on live production and creator communities 20:51 - The impact of creator influence on event attendance and content 23:17 - The sports content revolution and athlete branding at NAB 26:27 - Launching creator councils and VIP programs to deepen engagement 29:13 - Strategies for growing the international audience and community 31:03 - The value of community and high-end production tools at NAB 32:22 - Karen's favorite show floor snacks, memorable moments, and guilty pleasures 34:40 - Travel rituals and shoe collections that keep Karen energized 36:24 - Advice to her younger self about self-care and balance 37:04 - Upcoming industry advocacy efforts and government proposals impacting events with Tommy Goodwin 39:01 - How federal grant regulations threaten conference attendance and event services 44:00 - How industry stakeholders can participate in the regulatory comment process 47:32 - Final thoughts on advocacy efforts to safeguard face-to-face events

Guest bio: Karen Chupka EVP, Global Connections and Events,National Association of Broadcasters

Karen Chupka is a seasoned executive in the exhibition industry whose expertise is in planning large-scale technology events. Chupka joined the National Association of Broadcasters in January 2024. In her role at NAB, she oversees the strategy, growth and execution of NAB Show, helping shape the event as a premier global gathering for the broadcast, media and entertainment industry and strengthening NAB Show as the marketplace for media innovation.

Prior to joining NAB, Chupka spent over two decades at the helm of CES® and was instrumental in making it the global platform for introducing new and innovative technologies.

Chupka has a broad level of experience in both live events and digital. She led a $120 million business and had oversight for sales, marketing, operations, and content development. She was also responsible for events outside of the U.S. including the launch of CES Asia in Shanghai, China in 2015.

She has served on many boards of various exhibition industry organizations and has received numerous awards for her contributions both to the exhibition and technology industries. In 2022, she was recognized with an industry "Icon" award by TSNN, Trade Show Network News. She is a member of IAEE (International Association of Exhibitions and Events).

In this episode, Trade Show Talk host Danica Tormohlen explores how the events industry is adapting to digital transformation, the strategic role of finance within global trade shows, and leadership insights with Michèle Tiley-Hill, CFO of RX, one of the world's largest trade show organizers.

Whether you're a show organizer, a marketing professional, or a business leader, her experience offers valuable perspective on navigating today's complex landscape.

Key Topics:

• How RX integrates face-to-face and digital innovations in live events

• The evolving role of a CFO in a decentralized, global organization

• Strategies for launching new shows and managing risks

• Building trust and cultural safety across international teams

• The importance of transparency, vulnerability, and celebrating failures

• Diversity initiatives and gender equity in finance leadership

• Leadership legacy: fostering trust, collaboration, and curiosity

In our monthly advocacy update, Exhibitions & Conference Alliance President and CEO Tommy Goodwin discusses the success of the 2026 Legislative Action Day in Washington, D.C. He highlights the record attendance and the importance of engaging with congressional staff to advocate for the exhibitions industry. Goodwin emphasizes the value of sharing personal stories with lawmakers to raise awareness of the industry's impact. He also shares insights into the unique culture of Capitol Hill and the significance of building relationships with congressional staff.

Timestamps:

00:00 - Introduction to Michele Tiley-Hill, CFO of RX Global 02:14 - Michele's career journey from KPMG to leading global events 06:12 - How the events industry is shifting with digital and data innovation 08:36 - Daily work of a CFO in a multi-country organization 10:06 - Managing variability in trade show revenues and strategic growth 12:32 - Operational innovation and the role of AI in live events 14:40 - Recent wins and lessons learned in post-COVID recovery 17:47 - Embracing failure and the importance of vulnerability in leadership 19:37 - Diversity and gender equity in global finance leadership 22:31 - Building relationships between finance and show leaders 25:51 - Insights from attending flagship shows like Facon and BookCon 28:39 - Planning and risk mitigation for launches and relaunches 31:44 - Leading across cultural and geographic diversity 33:44 - Michele's London-based office environment and hybrid work approach 36:07 - Her legacy at RX and guidance for the next generation of leaders 37:53 - Tips for hiring and building diverse high-performing teams 39:43 - The best career advice Michele has received 40:22 - Alternative careers and passions outside finance 42:10 - How trade shows like World Travel Market inspire industry standards 43:50 - Personal recharge routines and work-life balance 44:53 - Dinner with a leader past or present to seek insights 45:59 - Michele's vision for the future of the exhibitions

46:23 - Introduction to Tommy Goodwin and the Legislative Action Day

46:50 - Tommy discusses the significance of recording in person

47:00 - Record attendance and meetings at the event

47:34 - Highlights of the day and the importance of large group meetings

48:10 - The role of weather and special guests at the event

49:18 - Importance of sharing personal stories with lawmakers

50:19 - The scavenger hunt and its competitive nature

51:29 - Unique aspects of Capitol Hill culture

52:18 - Construction in D.C. and preparations for America's 250th

54:25 - The value of meeting with congressional staff

56:14 - The influence of congressional staff on decision-making

56:45 - Conclusion of the day and social gathering at Bullfeathers

Guest Bio: Michèle Tiley-Hill - Chief Financial Officer, RX

No stranger to entrepreneurial businesses where the pace of change is exceptional, Michèle's experience has been invaluable at RX since she joined as CFO. A seasoned finance executive, Michèle trained at KPMG and developed her financial career in the sports, media and entertainment sectors. Prior to joining RX in 2017, Michèle was Global CFO at MEC (a founding partner of GroupM, now WPP Media, the company's media investment group) where she had also held finance and commercial leadership roles in the EMEA region during her 11 years there.

A qualified chartered accountant, Michèle was attracted to RX by the opportunity to combine the best of face to face with digital and data, something that has benefitted enormously from Michèle's many years of hands-on commercial experience and success in leading financial and commercial operations in decentralized and complex structures. The combination of Michèle's approachability, humility and empathy enables her to build and maintain relationships across our global business, while the real transparency and openness she brings to her leadership style builds trust and confidence in those around her.

With an ability to laugh at herself and show vulnerability, Michèle encourages colleagues to share their views and diverse perspectives and is inspired by those that make a difference. Values that are all-important in her involvement with the RX Global Inclusion Council. Michèle is also executive sponsor to the RX Operations Leadership Team and a member of the RELX Compliance Committee.

Want to know more? Read One to Watch: RX CFO Michèle Tiley-Hill. She shares leadership lessons from the C-suite and 10 ways to inspire a trade show team.

In episode 74 of Trade Show Talk, Host Danica Tormohlen explores the New Zealand exhibition industry with Brent Spillane, Managing Director of XPO Exhibitions, the country's largest trade and consumer show organizer. Spillane is a true visionary in the exhibitions industry, with more than 15 years of experience at the helm of XPO, where he has been instrumental in shaping how industries connect, trade, and thrive through live experiences across the Asia-Pacific region.

After a successful corporate career at Allianz Australia, where he rose to General Manager of Allianz Finance, Spillane and his family acquired six trade shows in 2010 when dmg World Media exited New Zealand. Since then, he has carefully navigated XPO through challenges, including the pandemic, and even led a landmark High Court battle to preserve New Zealand's largest exhibition venue, Auckland Showgrounds, from being converted into a film studio.

Under Spillane's leadership, XPO Exhibitions has grown into a highly diversified business, delivering 19 of New Zealand's largest B2B and B2C events across industries like construction, architecture, manufacturing, food production, workplace safety, marine, hospitality, and more. Most recently, XPO announced a joint venture with Hannover Fairs Australia to launch Logistics Automation New Zealand, powered by CeMAT, in November.

In this month's advocacy segment, Tommy Goodwin, President and CEO of the Exhibitions and Conferences Alliance provides an in-depth overview of what attendees can expect at this year's Legislative Action Day. Get prepared for a day of industry lobbying on Capitol Hill on May 28, 2026 in Washington, DC. Register for Legislative Action Day for free here. Get tips, insights and first-hand accounts from 10 key participants at last year's Legislative Action Day. Listen to Trade Show Talk Episode 62 On Air at Legislative Action Day 2025.

Key Topics in this episode:

• Brent Spillane's career transition from finance to exhibitions and the impact of New Zealand's unique market

• The strategic growth of XPO Exhibitions through acquisitions, joint ventures, and diversification

• The importance of in-house event technology stacks and data control for ROI and efficiency

• How his personal legal battle preserved one of New Zealand's key trade fair grounds

• Innovative uses of AI and automation to boost visitor engagement and operational efficiency

• Synergies between B2B and B2C events and the ecosystem approach

• Insights into cross-sector growth, especially in food manufacturing, logistics, and marine

• Strategic partnership with Hannover Fairs Australia and implications for global-local collaborations

• Brent's leadership inspiration, personal interests, and the future outlook of the industry

• Lessons learned from industry advocacy and the upcoming U.S. Capitol Hill lobbying efforts

Timestamps:

00:00 - Welcome and episode overview: Brent Spillane's role in transforming NZ exhibitions

00:47 - Introduction of XPO's growth, industries served, and recent initiatives

01:46 - Brent's journey from corporate finance to leading NZ's largest exhibition company

07:15 - Growth models: acquisitions, organic expansion, and joint ventures

08:18 - Celebrating one show's 70th anniversary and its significance to NZ's marine sector

10:11 - Local market overview and cross-sector opportunities in New Zealand

12:10 - The legal battle to save Auckland's major venue and its industry impact

17:34 - Timeline and lessons from the court case safeguarding NZ's largest venue

20:17 - The integration of B2B and B2C events and ecosystem benefits

22:05 - Synergies in the food industry: from manufacturing to retail and hospitality

25:53 - Building and leveraging the in-house event tech stack for ROI and data ownership

31:07 - Embracing artificial intelligence: AI-driven visitor engagement and outreach

34:29 - The use of outbound AI calls and automation for lead generation and database enrichment

37:33 - Results and lessons from AI application in event promotion

39:56 - The recent joint venture with Hanover Fairs Australia and international collaboration

45:23 - Brent's most memorable recent event and the story behind NZ's Food Show

48:20 - Influencers and mentors: industry leaders who inspire Brent

50:48 - Personal hobbies: sailing, fishing, outdoor sports, and family life

51:30 - Personal attributes: Brent's drive and leadership style

52:27 - Team size and office culture at Expo

53:05 - The importance of face-to-face interaction and office environment

55:06 - Travel tips: hydration and electrolytes for long journeys

66:12 - Preparing for Legislative Action Day: advocacy strategies and webinars

66:43 - Capitol Hill experience: events, meetings, and the importance of advocacy

69:01 - Invitation to join the upcoming Legislative Action Day in Washington, DC

69:34 - Closing remarks and upcoming episodes

In episode 73 of Trade Show Talk, host Danica Tormohlen explores the transformative GDC Festival of Gaming 2026, highlighting innovative event strategies, sponsorship activations, and industry insights with Will Wise, Vice President of Sales/Partnerships for the Gaming Vertical at Informa Festivals. Discover how the rebranding, global community, and creative activations are shaping the future of gaming events.

In this month's advocacy segment, Tommy Goodwin, President and CEO of the Exhibitions and Conferences Alliance provides an in-depth update on industry advocacy, government shutdown impacts, and upcoming legislative initiatives affecting trade shows and events. Register for Legislative Action Day for free here.

Chapters

00:00 Introduction to Trade Show Talk Podcast

02:10 Overview of GDC Festival of Gaming 2026

04:35 Rebranding GDC: A New Era Begins

09:20 Building a Global Community in Gaming

10:16 Media and Digital Platforms Supporting Engagement

12:04 The Importance of a Strong Brand

14:19 Innovative Sponsorships and Activations

19:06 Utilizing Multiple Venues for a Festival Experience

22:44 Sponsored Sessions: A Key Component of GDC

24:50 Creating Memorable Experiences: Concerts and Awards

27:59 Expanding Audience Ecosystem for Success

29:26 Shifting from Exhibitors to Partners

30:49 Evolving Partnerships in the Event Industry

31:43 The Role of Customer Success Teams

32:35 Measuring Sponsorship Success

34:20 International Participation and Feedback

36:40 Innovating for Future Events

38:40 Success Stories from the Event

39:59 Lessons Learned for Future Events

42:17 Year-Round Engagement Strategies

43:49 Personal Insights and Hobbies

46:54 Looking Ahead to Future Events

47:18 Advocacy Update with Tommy Goodwin

50:00 Government Shutdown Impacts on the Industry

52:17 Legislative Action and Industry Advocacy

55:32 Preparing for Legislative Action Day

Context

This March, the GDC Festival of Gaming took over San Francisco, bringing together attendees from over 85 countries, featuring more than 20,000 attendees, 1100 speakers, 700+ cross-disciplinary sessions, and over 300 brand partners. The event wasn't just a conference—it was a celebration of creativity, technology, and connection. From vibrant activations in the Festival Hall to city-wide celebrations like the Opening Night at Oracle Park and the Developer's Concert, this year's GDC truly redefined what a gaming event could be.

One of the standout moments was GDC Diamond Partner AWS' activation at CityView at Metreon, which buzzed with agentic AI demos, game streaming showcases, and the inspiring AWS Women in Games event, where industry leaders shared their perspectives on innovation and inclusion. The Festival also introduced new networking opportunities like GamePlan and GDC Encounters, fostering thousands of meaningful connections between attendees and sponsors.

And let's not forget the major announcements that made headlines—Microsoft's Project Helix, Google DeepMind's Genie 3, and Valve's Steam Machine Verified program, all of which positioned GDC as a platform for breaking industry news.

Key Takeaways

• The rebranding of GDC to the GDC Festival of Gaming reflects industry growth and a focus on community.

• Will Wise's consultative approach has transformed partnerships into collaborative experiences.

• Innovative sponsorship activations have enriched attendee engagement and showcased the latest in gaming technology.

Resources

Informa Festivals Division

GDC Festival of Gaming 2026

GameDeveloper.com

GDC Vault

Exhibitions and Conferences Alliance

Trade Show News Network

Connect with our guests on LinkedIn

Will Wise

Tommy Goodwin

Danica Tormohlen

Guest Bio: Will Wise

Will Wise is the head of event & media partnerships, business development, growth strategies, sponsorships & activations, content marketing programs, customer success, revenue operations, and delegate relations teams for Informa Festivals' GDC Festival of Gaming, Game Developer (media) and GDC Vault (digital content library). Previously Will was Group VP for the Security, Gaming & Transportation events portfolio at RX Global, Managing Director of the IoT Group at Penton Media, and Senior VP of Sales at UBM Tech for Enterprise IT, Cloud Computing, and Engineering events.

Guest Bio: Tommy Goodwin

Tommy Goodwin is President & CEO for the Exhibitions & Conferences Alliance (ECA), the advocacy association for the business events industry. In this role, he leads ECA's work on behalf of the interconnected ecosystem of exhibitors, event and meeting organizers, suppliers, venues, and destinations that comprise the global business events landscape.

Prior to joining ECA, Tommy spent more than 20 years working for several globally recognized associations and corporations, including Oracle, AARP, and the Project Management Institute.

Podcast Host: Danica Tormohlen

An award-winning journalist who has covered the trade show industry since 1994, Danica Tormohlen is VP of Group Content, Meetings, Sports, Travel for Informa Connect. In her role, she oversees content for Trade Show News Network, BizBash and Connect's portfolio of in-person events. These leading media brands publish websites, newsletters, social media channels, video, podcasts and online and in-person programming for the trade show, corporate event, association meeting, experiential marketing and exhibition industries.

Tormohlen currently serves as immediate past president of the Women in Exhibitions Network North America chapter. She has been a speaker and moderator at major industry events, including the TSNN Awards, IMEX, IAEE, SISO, UFI, ESCA, DI and Large Show Roundtable — to name a few.

Episode 72: At the Helm: dmg events growth playbook with CEO Geoff Dickinson

In this episode of Trade Show Talk, host Danica Tormohlen engages in a comprehensive conversation with Geoff Dickinson, CEO of dmg events. They discuss Jeff's unique journey into the events industry, the impressive growth of dmg events post-COVID, and the importance of investing in the local markets where the company produces exhibitions. Geoff shares insights on creating content-rich events that engage diverse audiences, the significance of partnerships in the industry, and his leadership approach in managing a global team. The conversation also touches on future predictions for the events industry and Geoff's personal hobbies that help him recharge.

In this month's advocacy segment, Tommy Goodwin, Executive Vice President of the Exhibitions and Conferences Alliance shares updates on tariffs and regulatory clarity, an early preview of the Legislative Action Day (register for free here), and reflections on the recent announcements that Gary Shapiro and Rip Rippetoe will be retiring in 2026.

Chapters:

• 00:00 - Introduction: Overview of the episode and guest introductions

• 02:15 – Geoff Dickinson on Revenue and Growth: Insights into DMG Events' post-COVID recovery

• 05:07 - Career Journey: Geoff's path from law to leading a global events company

• 09:16 - Content and Audience Strategy: How DMG doubled revenue through innovation

• 18:35 - Market Specialization: Deep understanding and sector focus

• 22:45 - International Expansion: Launching new markets and partnerships

• 30:15 - Leadership Philosophy: Trust and team management in a global portfolio

• 46:11 - Transition to Tommy Goodwin: Advocacy and policy updates

• 49:20 - Legislative Action Day: High participation and impact on Capitol Hill

• 53:42 - Industry Leadership: Reflections on legacy and collaboration

• 58:00 - Closing Thoughts: Future outlook and upcoming industry events

Key Takeaways

• Geoff Dickinson's journey into the events industry was unconventional, starting from a law degree to becoming a CEO.

• DMG Events achieved significant growth post-COVID, focusing on quality over quantity.

• Content-rich events are essential for engaging diverse audiences and ensuring their return on investment.

• Partnerships with other organizations enhance the reach and impact of events.

• Leadership in a global context requires trust in a competent team.

• Investing in local markets is crucial for successful event execution.

• The importance of understanding audience segmentation for event planning.

• Running serves as a mental and physical recharge for Geoff Dickinson.

• Collaboration among industry leaders has increased post-COVID, fostering a supportive environment.

Key Topics:

• Jeff Dickinson's strategic vision for DMG Events and post-COVID growth

• Tommy Goodwin's advocacy efforts and policy updates impacting the industry

• The importance of content richness and market specialization

• Building trusted teams and leadership through collaboration

• Industry partnerships and international expansion strategies

• Legislative Action Day and the role of industry advocacy

Connect with Our Guests:

• Jeff Dickinson on LinkedIn

• Tommy Goodwin on LinkedIn

In this episode of Trade Show Talk, host Danica Tormohlen speaks with Peter Lewis, Chief Commercial Officer of South by Southwest (SXSW). They discuss Peter's journey from an administrative assistant to a key leader in one of the world's most influential cultural gatherings. The conversation covers the challenges and opportunities SXSW faces as it prepares for its 40th anniversary, including venue changes, economic impact, brand partnerships, and international expansion. Peter shares insights on building a strong team, creating unique experiences, and the importance of community engagement in the event industry.

In our monthly advocacy update, we talk with Tommy Goodwin, Executive VP for the Exhibitions and Conferences Alliance. We discuss the reauthorization of the Terrorism Risk Insurance Act, which is crucial for event organizers. The conversation also touches on international travel challenges, including the visa bond program and proposed social media requirements for visa waiver countries. U.S. Customs and Border Protection is taking comments about the social media requirements proposal through February 9. Email CBP here. Registration for ECA's Legislative Action Day is now open, and trade show professionals can register here.

Peter Lewis bio

Peter Lewis serves as Chief Commercial Officer at SXSW, where he leads the commercial strategy and execution across partnerships, customer success, content, communications, sales, marketing, and growth markets. He oversees teams that design and deliver festival experiences, partner programming, brand activations, global sponsorships, and go-to-market operations, ensuring the forward-thinking community that comes to SXSW is deeply engaged and connected. Peter joined SXSW in 2009 and has played a key role in expanding its commercial and creative reach, both in Austin and around the world.

Chapters

00:00 Introduction to Trade Show Talk

02:07 Meet Peter Lewis: The Visionary Behind South by Southwest

05:04 Peter's Journey: From Admin to Chief Commercial Officer

07:08 Building a Strong Team for Success

08:18 Exciting Plans for South by Southwest 2026

11:11 Navigating Venue Challenges: A New Era for South by Southwest

14:20 Creating Unique Experiences in Austin

18:12 Economic Impact of South by Southwest

19:21 Brand Partnerships and Activations

22:22 The Evolution of Brand Engagement

24:25 Celebrating 40 Years of Innovation

25:51 International Expansion: South by Southwest Goes Global

28:56 The Secret Sauce of South by Southwest

30:25 The Importance of Community and Connection

32:13 Panel Picker: A Platform for New Voices

34:23 Innovative Sessions and Programming

36:03 The Role of Penske Media Corporation

38:12 Surreal Moments in South by Southwest History

40:13 Unexpected Discoveries and Breakout Bands

43:50 Staying Creative and Avoiding Burnout

45:29 Conclusion and Future Insights

Bio: Tommy Goodwin, Executive Vice President for the Exhibitions & Conferences Alliance

Tommy Goodwin is Executive Vice President for the Exhibitions & Conferences Alliance (ECA), the advocacy association for the business events industry. In this role, he leads ECA's work on behalf of the interconnected ecosystem of exhibitors, event and meeting organizers, suppliers, venues, and destinations that comprise the global business events landscape.

Prior to joining ECA, Tommy spent more than 20 years working for several globally recognized associations and corporations, including Oracle, AARP, and the Project Management Institute.

Recognized by The Hill in its list of association "Top Lobbyists" every year since 2020, Tommy has also received several industry awards including:

• CEO Update/Association Trends: Leading Association Lobbyist (2023)

• American Society of Association Executives (ASAE): ASAE Fellow (2022)

• DCA Live: Association Innovation Leader (2022)

• Trade Show news Network: Industry Support Award (2022)

• MeetingsNet: Changemaker (2022)

Podcast Host: Danica Tormohlen

An award-winning journalist who has covered the trade show industry since 1994, Danica Tormohlen is VP of Group Content, Meetings, Sports, Travel for Informa Connect. In her role, she oversees content for Trade Show News Network, Corporate Event News, BizBash and Connect's portfolio of in-person events. These leading media brands publish websites, newsletters, social media channels, video, podcasts and online and in-person programming for the trade show, corporate event, association meeting, experiential marketing and exhibition industries.

Tormohlen currently serves as immediate past president of the Women in Exhibitions Network North America chapter. She has been a speaker and moderator at major industry events, including the TSNN Awards, IMEX, IAEE, SISO, UFI, ESCA, DI and Large Show Roundtable — to name a few.

Sponsor

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In Episode 70 of Trade Show Talk, Host Danica Tormohlen speaks with Ben Welgus, Head of Sustainability at Informa, about the evolving landscape of sustainability in the trade show industry. They discuss the successes and challenges faced in 2025, the launch of the Better Stands initiative, and the goals for 2026, including the importance of achieving net zero emissions. The conversation highlights the significance of sustainability in enhancing business value and the need for industry-wide collaboration to create a positive impact. In our monthly advocacy update, we talk with Tommy Goodwin, Executive VP for the Exhibitions and Conferences Alliance. They discuss ECA's policy agenda for 2026, including an update on tariffs, international travel and the new Global Policy Forum planned for May in Washington, D.C.

Key Takeaways

The Faster Forward program aims for zero carbon and zero waste.

Better Stands initiative promotes reusable exhibition stands.

Exhibitors, particularly those outside of the U.S.. are motivated by recognition in sustainability efforts. More than 1,000 exhibitors in Europe have been recognized by the Better Stands initiative.

Net zero goals require significant carbon emission reductions.

Sustainability is becoming embedded in business practices.

Informa has reduced carbon emission by 80% in the last decade.

Natural Products Expo West, winner of the TSNN Sustainability Award in December 2025, exemplifies comprehensive sustainability efforts.

Investing in renewable energy is crucial for sustainability.

Tariffs and international travel remain key policy issues for ECA in 2026.

New Global Policy Forum launches May 29, 2026, in Washington, D.C.

Chapters

00:00 Introduction to Sustainability in Trade Shows

04:06 Reflecting on 2025: Wins and Challenges

05:55 Unpacking the Faster Forward Program

08:00 Looking Ahead: Sustainability Goals for 2026

09:51 The Game-Changer: Better Stands Initiative

15:29 Net Zero Goals: Current Status and Challenges

25:44 Sustainability in Business: Reality vs. Perception

30:48 Celebrating Success: Natural Products Expo West

33:20 Getting to Know Ben Welgus

36:27 Future Trends in Sustainability for 2026

40:26 Tommy Goodwin's Policy Agenda for 2026

45:00 Global Policy Forum and Future Trends

Guest bios

Ben Wielgus, Head of Sustainability, Informa plc

A 25 year veteran of sustainability in large corporates, Ben Wielgus joined Informa in spring 2016 in the newly created Head of Sustainability role. His briefing: to create a competitive advantage from sustainability, building stronger relationships with customers, colleagues and other stakeholders. In 2023, he was short-listed as Sustainability Leader of the Year in the EDIE awards.

Over the last 10 years, FTSE100 member Informa has repeatedly been recognised as one of the most improved businesses in sustainability and is currently listed in the top 1% of sustainable media business according to Dow Jones and MSCI. In 2020, Informa launched its FasterForward sustainability programme setting out an ambitious set of goals to become a zero carbon, zero waste business where sustainability is embedded within each of its products. Informa's multi award-winning Sustainable Event Fundamentals are now being used across more than 500 events globally.

Before joining Informa, Ben spent nearly 15 years working as part of KPMG's Sustainability Advisory Group. He was responsible for leading dozens of engagements working with senior audiences in large, global organisations helping them understand how sustainability can be an asset that returns on the investment in it rather than acts as a cost.

Ben specialises in helping organisations understand how the risks and opportunities from sustainability can affect an organisation's overall strategy. He works with them to build suitable governance and embed responses to the challenges.

About Informa: Informa is a leading business intelligence, academic publishing, knowledge and events business, operating in the Knowledge and Information Economy. It is listed on the London Stock Exchange and is a member of the FTSE 100.

Tommy Goodwin, Executive Vice President for the Exhibitions & Conferences Alliance

Tommy Goodwin is Executive Vice President for the Exhibitions & Conferences Alliance (ECA), the advocacy association for the business events industry. In this role, he leads ECA's work on behalf of the interconnected ecosystem of exhibitors, event and meeting organizers, suppliers, venues, and destinations that comprise the global business events landscape.

Prior to joining ECA, Tommy spent more than 20 years working for several globally recognized associations and corporations, including Oracle, AARP, and the Project Management Institute.

Recognized by The Hill in its list of association "Top Lobbyists" every year since 2020, Tommy has also received several industry awards including:

• CEO Update/Association Trends: Leading Association Lobbyist (2023)

• American Society of Association Executives (ASAE): ASAE Fellow (2022)

• DCA Live: Association Innovation Leader (2022)

• Trade Show news Network: Industry Support Award (2022)

• MeetingsNet: Changemaker (2022)

  Podcast Host Bio: Danica Tormohlen

  An award-winning journalist who has covered the trade show industry since 1994, Danica Tormohlen is VP of Group Content, Meetings, Sports, Travel for Informa Connect. In her role, she oversees content for Trade Show News Network, Corporate Event News, BizBash and Connect's portfolio of in-person events. These leading media brands publish websites, newsletters, social media channels, video, podcasts and online and in-person programming for the trade show, corporate event, association meeting, experiential marketing and exhibition industries.

  Tormohlen currently serves as immediate past president of the Women in Exhibitions Network North America chapter. She has been a speaker and moderator at major industry events, including the TSNN Awards, IMEX, IAEE, SISO, UFI, ESCA, DI and Large Show Roundtable — to name a few.