Issue link: https://tradeshowexecutive.epubxp.com/i/76788
POWER LUNCH Continued from page 36 unusual trips, such as when Patricia Farias-Barlow and I visited El Salvador one month aſter the end of the civil war. It was frightening and invigorating at the same time. BOB: Are there any ideas or concepts from shows in other countries that POWER LUNCH SNAPSHOT STEVEN HACKER President of SPI, 2005 to present Manages a staff of 25 with offices in Dallas, Brussels, Singapore and Beijing Manages the Exhibition Industry Founda- tion, which provides funding for education, research and scholarship assistance Negotiated 22 international cooperation agreements with organizations to extend the reach of IAEE globally Launched the International Center for Ex- hibitor and Event Marketing in 2008, a web portal that provides education and services Launched $1 million+ industry promotion campaign in 2011 1974-1992: President, Professional Insurance Agents of Texas 1969-1974: Deputy Executive Director, Independent Mutual Insurance Agents of New York, New Jersey & Connecticut Professional Affiliations: member of the American Society of Association Executives; Certified Association Executive (1974); ASAE Fellow (1988); U.S. Travel Associa- tion, board of directors, 2007 to present; 2012, 2007 and 2001 chairman of the Convention Industry Council Education: B.A. from Dowling College (Adelphi University) in Oakdale, NY 38 July 2012 | Trade Show Executive might be worth adapting here? STEVEN: I don't want to sound jingo- istic or xenophobic, but U.S. exhibition and event organizers are in the market- ing business and no one does marketing better than we do. It seems that every nation or region has its own unique and charming spin on exhibition manage- ment. I have a couple of priceless photos from Taipei that show an exhibitor who expanded his booth into the aisle with a full-size desk and chair flanked by three- foot-high audio speakers blaring his mes- sage at probably 100 decibels. Te show organizer looked at me like I was crazed when I asked why he would permit that. BOB: Volunteerism is so important to IAEE…what advice would you give to those considering taking on the responsibility of a leadership role? STEVEN: Tere are typically three motivations that propel people into vol- unteering: ego, self-interest or altruism. Of the three, altruism is the motivation that should always be in play. Bad things happen when self-interest or ego drive the individual. IAEE has been blessed with elected leaders who always seem moti- vated to enhance the industry, repay their good fortune, and sincerely want to do "the right thing." It is why we have been so successful for so long and so consistently. BOB: There have been several public challenges to our industry over the years, in particular the current crisis involving U.S. government meetings. How well do you think we're responding to all the negativity? And what do you see as the probable outcome from your efforts? STEVEN: It's important to put things into context. Te reason the industry has faced an increasing number of challenges is because it has matured into a very sophisticated, complex and incredibly important one. It is also the reason why so many powerful organizations have coalesced to create more effective solu- tions and preventive measures. It always amuses and annoys me when the media suggests the industry is not able to lobby effectively or that we need "one powerful voice." Te fact is we have eight or ten powerful organizations constantly col- laborating and achieving things that oth- erwise would not be possible. I am very optimistic that this spirit of harmony and cooperation will continue long aſter I'm gone — the stakes are now much too high to allow for anything less. BOB: Social media is now integral to the trade show process. Some say it has revolutionized the industry. How well do you feel IAEE has been in its response to these changes in the business model? STEVEN: IAEE was at the forefront of adopting social media channels for the exhibition industry. It has been three, maybe four years that we offer a link via Twitter to the Expo! Expo! general session live and shared the live-time results with the audience. It was initially a calculated risk, but one that has paid off handsome- ly. We may also have been the first orga- nization within the exhibition industry to create a "manager of social media" staff position three years ago. BOB: Everyone faces struggles on the job at one time or another. What was your biggest challenge at IAEE and how did you overcome it? STEVEN: Te serious challenges came in the early days with NAEM. Long-time members will remember there was much that had to be done to bring the organiza- tion to a higher level of efficiency and to build forward momentum that has pow- ered us ever since. I don't think of my time with IAEE as a time of internal challenges so much as a series of opportunities to help members respond to some pretty ugly external hurdles and challenges. BOB: What's your prediction for the fu- ture of face-to-face in the decade ahead? STEVEN: Ten or more years ago, Jason Chudnofsky, president and CEO for the Portfolio Media Group, said it best: "When virtual honeymoons replace SPONSORED BY