The events industry powers experiences, drives economic impact, and employs millions of people worldwide. Yet for decades, many of the careers behind those experiences have remained largely invisible.

In this episode of Event Marketer’s Toolbox, Chris Dunn and Brendon Hamlin welcome Laura Palker, President of the Events Education & Workforce Development Federation (EE-WDF), and Al Mercuro, Strategic Marketing & Client Engagement at Genesis Exhibits and EE-WDF board member, for a conversation about workforce development, industry visibility, and the future of event careers.

The discussion explores how the pandemic exposed major workforce challenges across the live events industry, why attracting new talent has become critical, and how EE-WDF is working to connect students, educators, employers, and policymakers through education, advocacy, and awareness initiatives.

The Events Industry Is Bigger Than Most People Realize

One of the central themes of the conversation is that the events industry remains largely invisible to the public despite its enormous economic impact.

Laura shares that during the pandemic, industry leaders realized just how interconnected the events ecosystem truly is. The loss of millions of event industry jobs had ripple effects far beyond trade shows and conferences, impacting communities, families, schools, and local economies.

The Pandemic Exposed a Workforce Crisis

The creation of the National Trade Show Alliance—later evolving into the Events Education & Workforce Development Federation—was driven by a simple realization: the industry needed a long-term workforce strategy.

As organizations shut down and talent left the industry, leaders recognized that rebuilding would require more than simply reopening events. It would require attracting, educating, and retaining the next generation of professionals.

Why the Industry Calls Itself ”The Invisible Industry”

Many people enjoy concerts, sporting events, festivals, conferences, and trade shows without ever thinking about the thousands of professionals who make those experiences possible.

Laura and Al discuss how event professionals often work behind the scenes, receiving little visibility despite being responsible for logistics, production, installation, transportation, technology, and attendee experiences. The challenge now is making those career paths visible to students and job seekers.

Creating Awareness Through Education

One of EE-WDF's most exciting initiatives is the development of educational resources designed to introduce students and educators to careers in events.

The organization has created learning tools that showcase the wide variety of jobs available in the industry and is actively building curriculum frameworks to help schools incorporate event-related career pathways into educational programs.

Building Bridges Between Talent and Opportunity

The conversation highlights EE-WDF's ”Bridges” approach, focused on connecting:

• Talent
• Educators
• Employers
• Government and community leaders

By bringing these groups together, the organization hopes to create sustainable pathways into the industry while helping employers address long-term talent shortages.

The Industry Must Tell Its Story Better

Perhaps the biggest takeaway is that event professionals need to become better advocates for their own industry.

Whether it's introducing students to career opportunities, educating policymakers about economic impact, or helping families understand what event professionals actually do, visibility remains one of the industry's biggest challenges—and opportunities.

The future of the events industry depends on more than technology, innovation, or new venues—it depends on people.

Laura Palker and Al Mercuro make a compelling case that workforce development is no longer a future concern; it's a present-day priority. By increasing awareness, strengthening educational pathways, and building stronger connections between talent and opportunity, the industry can ensure that the next generation of event professionals is ready to carry it forward.

For event marketers, exhibitors, agencies, suppliers, and industry leaders, this episode is a reminder that investing in people is ultimately investing in the future of events itself.

🎧 Listen to the full episode of Event Marketer's Toolbox and learn how you can help build the next generation of event professionals.

👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world.

This Show is sponsored by Blue Hive 

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