Issue link: https://tradeshowexecutive.epubxp.com/i/84572
POWER LUNCH Continued from page 33 aſter the show which gives us additional feedback for improvements. BOB: Sustainability, or greening events, is very important in your industry sector. What are you currently doing in this area? TOM: We work closely with McCormick Place, Savor-the-Food service provider, and our general contractor, Freeman, to be a more environmentally responsible show organizer. To date, I believe RSNA's sustainability rating is well above the national average for a show of our size. BOB: What was your finest moment on the job? TOM: Winning the Trade Show Executive award for "Te Show with the Greatest Economic Impact on the Host City." Really. BOB: What defines a successful show for you? TOM: Hitting or exceeding our goals in terms of net square feet, total exhibitors, and first-time companies are always im- portant. Yet for me personally, it's about our staff and the onsite support team pro- viding the best possible customer service. BOB: What's your prediction for the fu- ture of face-to-face in the decade ahead? TOM: It will continue to remain strong. I think that technology, virtual events, and other offerings yet to surface will only help to enhance the importance of face-to-face meetings and, as a result, the trade show industry overall. BOB: How large is your staff? TOM: Our Oak Brook, IL department consists of 11 full-time staff members. Te RSNA organization employs nearly 200. BOB: How did you get started in this business? TOM: I was an advertising sales rep for McMillan Publishing. One of my custom- ers' was the American Dental Association, which then hired me as Advertising & Ex- hibits Manager. Tat was when I learned about exhibit organizing. Later, I worked dual roles at the Chicago Dental Midwinter Meeting and then moved to RSNA in 1990, first as Director of Advertising and later as Director of Exhibits. BOB: Who were your mentors? TOM: Don't laugh, but my Little League baseball coach, Ray Kaminsky, was my first mentor. He taught me first, do some- thing you like, i.e. pitching, catching, etc., and then practice and work hard at being good. He taught me that it will pay off some day. Our first two seasons, we went 0-20 and 1-19. Ten in the third season, we went 18-2 and came in first place and had four starters make the all-star team! SPONSORED BY My second mentor was Frank Cordero, the ADA Director of Advertising & Exhibits, who hired me. Frank walked me through the steps for the ADA Annual Meeting in Anaheim. I started in Septem- ber and the meeting was in October. He was one of the best teachers I've ever had and also a good friend. My third was Del Stauffer, Executive Director at RSNA for many years. Every- one who met him recognized his kind- ness, zest of life, and ability to handle complex situations. He made a difference in my life and the lives of others. BOB: What do you value most in your associates? TOM: How much pride they take in what they do. I can always depend on them and they are the best-prepared staff I have ever worked with. BOB: What are you currently reading? TOM: I just finished a book called "Mul- tipliers: How the Best Leaders Make Everyone Smarter." It describes two different types of leaders: diminishers, those that lessen the talent and commitment from others by their actions or non- actions, and mul- tipliers, those who make ideas flow, solve problems and inspire. Tis book made me evaluate myself and the situations I face to determine whether I respon- ded as a multiplier or diminisher. BOB: What is your secret extravagance? TOM: I would love to have one and maybe someday I will. BOB: What helps you sleep at night? TOM: Having such a dedicated staff and a great longstanding relationship with our general contractor. And living by my motto: "Be Prepared." Contact Tom Shimala at (630) 368-3760 or tshimala@rsna.org Columnist BOB DALLMEYER, CEM, has been chairman of both the International Association of Exhibitions and Events (IAEE) and the Trade Show Exhibitors Association (TSEA), as well as a former director of the Center for Exhibition Industry Research (CEIR). In 2006, he was inducted into the Convention Industry Council's Hall of Leaders and received IAEE's Pinnacle Award in 2008. Contact Bob at (323) 934-8300 or bdallmeyer@tradeshowexecutive.com 34 October 2012 | Trade Show Executive