TRADESHOW CONSULTANTS
Pat Alacqua
Alyson Lyden
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As co-founder and former owner of Nth Degree, Pat Alacqua knows what it takes to succeed in the tradeshow industry, beyond having deep pockets and embracing a peripatetic lifestyle. After years of helping exhibitors shine on the show floor, Alacqua has transitioned to a consultant role, working closely with leaders across several industries, including those who serve the tradeshow space. Consultants are called upon to deliver exceptional results, come up with innovative solutions, and maximize return on investment. They must convey the culture of their client’s business, assess the scope of a project, and identify goals that can be achieved, not promised. Alacqua says it’s critical for tradeshow companies to not only gain perspective and advice, but to collaborate with someone who has been where they want to go and can help set strategies and guide execution. 34 Oct/Nov/Dec 2025 Exhibit City News
“I don’t approach this work like a traditional consultant who gives advice and then leaves the implementation up to leadership to figure out,” the business growth strategist says. “My approach is always through the lens of an operator, leveraging my years of growing my own companies and helping other leaders do the same.” That’s the kind of support companies need if they want to manage the chaos that comes with growth and build real, transferable value in their business, Alacqua asserts. Filling A Need Tradeshow consultants wear a lot of hats. Depending on their clients’ needs, they may dive into specific areas that lack sufficient staffing or expertise, allowing show producers to focus on the task at hand. “We can jump in at any given time with a relatively short learning curve to provide the most efficient and productive support
to the team,” says Alyson Lyden, president of Order Defined Event Services. That relieves a company’s staff from pre-show and onsite responsibilities, which can lead to a decrease in productivity and falling short of show goals. Consultants come from all tradeshow backgrounds. Lyden worked in operational and sales positions ranging from five-star hotels to general service contractors, show organizers, and exhibit houses. Order Defined provides services in event planning, graphics, custom fabrication, project management and staffing needs such as floor managers, registration and conference managers. Lyden’s tradeshow experience spans pharmaceutical, medical, sports, automotive, cannabis, Financial Technology, and tech industries. “In terms of my personal experience, my holistic approach from a diverse background can assist clients from multiple perspectives,” she shares. Alacqua, author of Obstacles to Opportunity, a book about transforming business challenges into triumphs, describes the role of a tradeshow consultant specifically in reference to companies that serve the exhibitor’s needs. “Not the brands in the booths, but the logistics providers, the labor companies, builders, producers, and service partners who make the show work from behind the scenes,” the tradeshow veteran says. “These companies are under real pressure.”