COVER STORY
Her INFLUENCE How Women are Changing the Industry’s DNA by Danelle Dodds
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here’s electricity in the air. A palpable hum is buzzing through every corner of experiential exhibits and events. The energy is charged and crackling across boardrooms, ballrooms, and exhibit floors. It’s not just a feeling; it’s a force, and it’s coming from women. More women than ever are sitting at the head of the table, and their power and influence are reshaping the industry’s DNA. Women make up approximately 70 percent of the market. They are the lion’s share of the individuals propelling a $30,880 million sector, and you can feel their influence in every convention hall, exhibit space, and conference room in the nation. Two powerful, recently released reports focused on the state of women in the workforce. The Women in the Workplace 10th Anniversary Report (WIW) by Lean In and McKinsey & Co., and the Career Progression and Satisfaction Report (CPS) by Event Marketer and Sparks Exhibits gave an unflinching look at the strides—and stumbles—the industry is making regarding working women. We tapped the minds of some of the profession’s most influential powerhouses. We asked their opinions on how women influence the industry, how they can support each other, and what gaps still need to be closed. Unsurprisingly, they did not hold back with their replies. 28 Jan/Feb/Mar 2025 Exhibit City News
Her Influence
THAT SPECIAL SAUCE The unique perspectives that women bring to the table are nuanced and powerful. A Gallup study on gender diversity found that gender-diverse teams performed better—and had higher revenue—than single-gender companies. A few reasons included the diverse perspectives, innovative ideas, and distinctive problem-solving skills women bring to business. Characteristics once viewed as weaknesses are now recognized as the special sauce of progress. It’s an observation that almost all the women we interviewed shared. “For starters,” stated Julie Kagy, “we’ve had to work harder to be seen as leaders, and that gives us grit. We often bring more empathy and emotional intelligence to the table, which leads to better collaboration. Let’s not forget— many of us are pros at multitasking, which comes in handy when juggling a million details for an event. It’s taken me years to stop apologizing for these traits and embrace them as strengths. Being empathetic doesn’t mean I’m weak—it means I’m human.” Caitlyn Correia concurred: “I saw being a woman as an opportunity, especially in a sea of men. It energized
Rhiannon Andersen Chief Marketing Officer Steelhead Productions
Caitlyn Correia President and CEO BlueHive Exhibits
Tara Ericson CEO beMatrix USA
Jillian Fafard Director of Marketing Aluvision
Julie Kagy, CEM
Executive Director, Exhibition Services and Contractors Association (ESCA)
Courtney Soice
Chief Marketing Officer Hamilton