IAEM Has a New Agenda

In the 77 years since the formation of the Intl. Assn. for Exhibition Management (known then as the Natl. Assn. of Exhibit Managers), the association has evolved several times — each time with an exciting and powerful new future vision. It's that time again at IAEM. And if history is an accurate gauge of what may lie ahead, the exhibition industry is about to take some giant strides.

For the last two years, hundreds of members participated in many different ways to craft a strategic plan that is now serving as this industry's road map to the future. Several important steps have already been taken in order to smoothly pave the way ahead.

A larger board of directors now manages IAEM. Twenty officers and directors (instead of 13) now give our organization input from the very broadest cross section of the international exhibition and events industry. This includes independent, association and international show organizers, as well as leading industry suppliers.

Our bylaws now reflect our new and powerful mission: to promote the unique value of exhibitions and similar events, and to serve as the principal resource for those who plan, produce and service the industry.

This new mission recognizes the importance of acting on behalf of the industry with one unified voice representing all facets of our business. It also recognizes new forms of face-to-face events, some of which supplement exhibitions and others that may be unrelated. IAEM now embraces all types of exhibitions and events that bring buyers and sellers together: a dramatic broadening of our mission, no doubt, but an accurate reflection of how our events are changing.

With the foundation now in place, IAEM will take some very bold and significant steps in the year ahead. We are about to redefine the members of IAEM as the organizations in which our individual members plan, produce, supply and participate in exhibitions and events. IAEM members will soon receive the details of how the conversion will take place.

Most will find that their annual dues won't change much; that's not the reason for this part of the project. Why the change? Simple — it will identify thousands of additional people who are engaged in the exhibition and events industry, people who are critical to making other important elements of our new mission possible. Here are some of those elements:

• Advocating the value of exhibitions and events to the buyers and sellers we serve has never been more important. We already know that too many business leaders are questioning the value — the ROI or return on objective — of our events in ways that have never before occurred.
  This industry must speak with one very articulate and powerful voice to decision makers at every level. This means corporate leaders, the public media and public policy makers in many nations around the world. That's a very big job and one that requires an industry with a single, focused message that it is prepared to deliver over and over and over again.
  We will also be looking to take a more proactive role in advocating the interests of the industry before the U.S. government. Changes in legislation and regulations are having a more profound impact on our industry than ever before, and here again, we need to take decisive and unified action in ensuring that the industry's best interests are served. To this end, we have already established representation in Washington, D.C., through the offices of our general counsel, Bracewell & Giuliani.
• Research remains a huge challenge and one that the new IAEM will be better able to meet; again, because of the added leverage and participation of many more people. IAEM will engage in substantial research that reveals how important this industry is, and we will do it repeatedly. We will learn more about our industry and how it works than ever before.
• To ensure that all of the voices of this diverse industry are properly represented, IAEM will soon launch four new industry councils, each connected directly to the board of directors. The four councils will represent every segment of the industry, including independent show organizers, association tradeshows, consumer shows, large and small employers, exhibitors, corporate event organizers, suppliers, convention and visitors bureaus, exhibition facilities and even advertising agencies. Our vision is all about inclusion and representation.
• Expect a new name to be revealed this year as well. With a new and broader mission, the organization born in 1928 as NAEM is about to evolve once again.

IAEM has never been more motivated, nor have we ever been more unified in our resolve to tackle the toughest of the challenges that face our industry. Our sleeves are rolled up, our plan is clear; our progress will not be impeded until we achieve this new and important set of goals.

If you are not already an active member of IAEM, consider this my personal invitation and challenge to you to join us for what promises to be an exciting and rewarding experience.