IAEM Chair Talks About Major Future Changes

Organization strives to become lobbying voice for tradeshow industry

By Michael Hart -- Tradeshow Week, 5/30/2005

In the wake of the news last month that two major industry groups would not merge, Intl. Assn. for Exhibition Management Chairman Chris Brown has outlined some major changes for the organization that include unilaterally taking on the role as an advocate for the exhibition industry in Washington, D.C.

In an opinion piece in this week's issue of Tradeshow Week Brown writes that "the association has evolved several times — each time with an exciting and powerful new future vision. It's that time again at IAEM."

Brown, also senior vice president of conventions and expositions for the Natl. Assn. of Broadcasters, said that IAEM will change its name; transform itself into an organization in which companies and organizations, rather than individuals, are members; develop industry councils that will be "connected directly" to the board of directors; and enhance its research services.

He pointed out that the organization has already directed its Washington, D.C., general counsel, Bracewell & Giuliani, "to monitor issues for us." Most of the changes Brown outlines were agreed to by the IAEM board in December.

"Then the SISO issue came up coincidentally after our plan had been adopted," said IAEM President Steven Hacker. "So, our board sort of took a time-out."

Throughout much of late 2004 and early this year, IAEM and the leaders of the Society of Independent Show Organizers were discussing a possible merger. At its CEO Summit last month, however, SISO Chair Margaret Pederson announced that the group's board had decided to not continue the discussions.

Hacker said the most significant change for the industry would be the transition from individual to corporate memberships. He said the change, expected to be in place by the end of 2006, will mean companies will likely be assessed dues on a scale tied to annual revenue rather than number of employees.

Brown said, "If we're going to take an active role as advocate (for the industry), it is beneficial to say we represent 2,000 companies, or whatever the number ends up being. It makes our message more powerful."

With that leverage, Brown said, he believes IAEM will become the de facto leading industry organization.

Brown also pointed out that IAEM will begin considering a new name for itself that will "communicate its new character."

Of IAEM's plans, Business Journals President and CEO Britton Jones, also a SISO board member, said, "Good for them."

Jones said that, despite developments since last month, it still made sense for IAEM and SISO to remain separate organizations.

"We are in the process of finding out what the membership wants (SISO) to be," Jones said. "A union with IAEM may very well be the right option, once we decide what we want."