Tradeshow Week Interview: New CAEM Director Takes Helm

Staff -- Tradeshow Week, 6/28/2004

When, in March of this year, Debbie Wilson succeeded Carol Ann Burrell as executive director of the Canadian Assn. of Exposition Management, she replaced a leader who had run Canada's only national exhibition association for 14 years. Wilson considers Burrell her mentor, but she is a relatively old hand at the exhibition industry herself, having worked at CAEM for the last 10 years.

Founded in the mid-1970s, CAEM is headquartered in Mississauga, Ontario. The association's members are responsible for more than 80 percent of shows produced in Canada. CAEM provides a broad range of services to its 300 members that represent more than 200 companies.

Those who work with her say Wilson is up to the challenges of overseeing such an organization. CAEM conference coordinator Marilyn Weir described Wilson as exceptional at relationship building. "Debbie has developed very strong and loyal associations with people in the industry and even more within this organization," Weir said. "She's a very humorous, high-energy person, who does whatever it takes to get the job done, and always to the highest standard."

CAEM President Anita Schachter, group manager of Eastern gift shows for dmg world media, added that Wilson's ability to motivate volunteer committees, as well as paid staff, is "a testament to her professionalism and approachable manner."

Wilson spoke with Tradeshow Week Contributing Editor Gary Tufel recently about the state of the Canadian exhibition industry and her plans for CAEM.

Question: What, from your point of view, is the current state of the Canadian exhibition industry?

Answer: Despite a challenge-filled 2003, current indicators seem to suggest that the Canadian exhibition industry is healthy and, in many cases, thriving. The industry has been flourishing over the past several years as research continues to prove the effectiveness and marketing value of trade and consumer shows. When you compare it to other industries, it is surprising to learn that the number of people involved in expositions (both producers and suppliers to the industry) is relatively small, especially considering the large economic impact of shows.

Q: What's the most pressing issue facing Canadian show organizers?

A: Attendance is the greatest issue, and will probably continue to be. Buyers now have so many alternatives from which to choose. The Internet, e-mail and teleconferencing are all real threats that can easily reduce attendance at shows, especially if the industry gets sluggish with its marketing efforts.

Creating an environment in which each participant can realize his or her own unique set of goals is, indeed, a complex undertaking. We need to do whatever we can to help them, either through education and government programs, or new technology and products.

Q: And what's the most important item on your agenda at CAEM?

A: The value of shows has yet to be fully recognized in Canada. The most pressing item for CAEM is promoting ourselves as an industry, not as individual shows. To do this, we need to increase the profile and understanding of expositions in the eyes of the public and media. I truly hope the Canadian show industry will reach the level of maturity achieved in Europe, where both businesses and attendees realize there is nothing more productive than coming face to face with each other at a show.

Q: What must the exhibition industry do to grow?

A: I don't think major changes are needed, just some well-placed tweaking. Show producers must recognize and be able to react quickly to hot issues that face their respective industries. They need to be more in tune with how Industry Canada and Tourism Canada are promoting the country.

Q: What impact has NAFTA had on shows?

A: Good question! I have to think way back. I was barely in high school when NAFTA first came into play. It was a great opportunity for Canadian companies to take advantage of partnering opportunities with U.S. and Mexican industries looking for new technology and capital investment. By easing the rules and processes around bringing goods into Canada, NAFTA certainly encouraged more Americans than ever before to exhibit in Canadian shows.

Q: How closely connected is the Canadian exhibition industry to its counterparts in the United States?

A: I don't believe we are fully intertwined with the United States, as there are quite a number of differences in running shows, although more and more U.S. companies are coming to Canada to do shows. With the cheap Canadian dollar — although not as appealing as it once was — and the relatively lenient labor laws regarding shows, many U.S. show management companies and suppliers are including Canada in their expansion plans.

Q: How did you get to association management, the tradeshow industry and CAEM?

A: After graduation, I worked for an in-house graphics department with a large corporation. Due to downsizing, that job ended after 10 years. However, that did give me the opportunity to return to college. Later, I was hired as an administrative assistant by CAEM and quickly moved into the position of membership and events coordinator.

Prior to joining CAEM in 1994, I had minimal knowledge and experience in this industry. My knowledge of associations, much less an association for the exposition industry, was limited. I had attended a few shows in my life, but when I joined CAEM, it was an exciting new world. I knew I had found my niche.

Now, when I attend a show, I have a whole different perspective. My appreciation for the tasks, budget considerations and just plain numbers of people required to put a show together has been greatly heightened, of course, but the project management skills required to pull off a successful show are awe-inspiring.