专访2026 TSE Women to Watch Rachel Rodean：ESCA Rising Leaders峰会成长路径与行业趋势洞察

CHICAGO — Rachel Rodean, Director of Education and Events at the Exhibition Services & Contractors Association (ESCA), has been described as ESCA’s “engine.”  

She created its Rising Leaders program and its Rising Leaders Summit, which debuted in 2025. This year, it reported a 23% increase in registration. 

In recognition of her work, she was named a 2026 Trade Show Executive (TSE) Woman to Watch.  

We sat down with Rodean to discuss her achievements and vision for the future of women in the events industry.  

ANDREW: Can you tell us how you landed in the trade show industry and what has kept you here? 

RACHEL: I studied event management and marketing at High Point University and always knew I wanted to work in events. High Point is home to the world’s largest home furnishings trade show, so I had an incredible introduction to the industry right in my college town. An internship with the High Point Market Authority led to a full-time role after graduation.

Working at the furniture market, I was fascinated by the way the city transforms twice a year and by the enormous amount of planning happening behind the scenes. 

When I joined ESCA, I saw a completely different side of the industry and was hooked. I think one of the best things about this industry is that no two days look the same.  

I get to travel, solve new challenges and work with people across the industry toward a shared goal. There is a certain energy that comes with seeing months of planning come together on site, and once I caught that bug, I never looked back.

ANDREW: What are some of the skills that have helped you move up in your organization, and how do you refine them?    

RACHEL: Some of the most important skills that have helped me grow in the industry and in my organization are curiosity, follow-through and a willingness to step into something new before I have all of the answers. 

I ask a lot of questions, but I am not afraid to make mistakes, because that is the best way to grow and learn. I also think this industry is special because it is incredibly collaborative, so knowing how to work on a team, communicate clearly and bring different perspectives together has helped me a lot.  

I refine those skills by asking for feedback and paying close attention to what worked and what didn’t. I also rely heavily on data and attendee feedback to make sure my decisions aren’t based only on instinct.  

ANDREW: Could you describe your work launching and growing ESCA’s Rising Leaders program? What challenges did you encounter and how did you solve them? 

RACHEL: Launching the Rising Leaders program and Summit is one of the things I am most proud of in my career. The idea originated with the ESCA Board of Directors, and I was given the opportunity to turn that idea into a full program and standalone event. 

The first and biggest challenge was that there was no roadmap.  

We had to define who the Summit was really for, what would make it stand out and how we could provide meaningful value to attendees and their companies. We were also serving people across different roles and career stages, so the content needed to be relevant to a wide range of attendees. 

I approached that challenge by researching comparable leadership events, reviewing our member data and tapping into the ESCA Rising Leaders community. That helped us build an event with different learning styles and educational touchpoints so attendees could engage in ways that were most valuable to them. 

Another challenge was being willing to acknowledge what did not work perfectly in the first year. 

Rather than becoming too attached to the original format, we listened to attendee feedback and made meaningful changes. For me, overcoming these challenges was not about getting every decision right the first time.  

It was about creating a program that could learn, adapt and become stronger each year without losing sight of its purpose. 

ANDREW: Can you walk through the creation and growth of the ESCA Rising Leaders Summit and how you’re making sure this young event is successful? 

RACHEL: I think the biggest thing we are doing to ensure the event is successful is listening. The Summit was created as an investment in the industry and as a dedicated place for early and mid-career professionals to build relationships and learn outside of their own organizations.  

Because it is still a newer event, attendee and stakeholder feedback has shaped almost every decision we have made.  

We definitely learned a lot from the inaugural Summit in 2025. In the first year, there was no opening reception or formal closing experience, so the event did not have the sense of arrival and conclusion we wanted. 

For the second Summit, we added an opening reception, a closing keynote and a closing lunch so attendees could make those connections earlier and end the event together. We also created more opportunities for smaller-group networking to give attendees a chance to network more organically. 

For year three, we are continuing to respond to the feedback we’ve received. While attendees have appreciated having the choice to choose their sessions on the second day, we have heard that there were so many great topics and they wanted to attend them all.  

Based on that feedback, day two will use a shared general-session format to keep the group together for the duration of the event. We truly want people to leave with practical ideas, genuine relationships and a stronger sense that they have a place in the industry.  

ANDREW: What inspires you to work proactively?  

RACHEL: Planning is what allows me to be proactive. I like to start with the experience we want someone to have and work backward from there, building a timeline with clear decision points and enough space to solve problems before they become urgent.  

Events will always bring surprises, but strong preparation gives the team room to respond without losing sight of the bigger picture.  

It also creates more space for creativity. When the logistics are under control, we can spend more time thinking about how to make the experience better instead of simply reacting to the next deadline. 

ANDREW: What is your motivation to continue striving for excellence in your work?

RACHEL: I think the biggest motivation is seeing the impact my work has on others.  

That is my favorite part of my job and one of the reasons I went into event planning. After the first Rising Leaders Summit, several attendees told us they had spent years planning and working trade shows and conferences behind the scenes, but it was their first time attending one themselves.  

One person said, “Now I get it.” That was a light-bulb moment for me because it showed that the Summit could help people see the industry and their own careers differently. There is also a real sense of pride in watching people smile, connect and enjoy an experience that I know took months of work and creativity to create.  

Those moments make me want to keep raising the bar.  

ANDREW: How do you maintain a healthy work-life balance to avoid burnout? How do you encourage others to do the same?  

RACHEL: I will be honest: This is something I am still working on. Events are demanding and fast-paced, and it can be difficult to stop thinking about the email you didn’t send or the next item on your list.  

I have learned that balance has to be intentional. I try to protect my lunch break, step away for a walk and have activities after work to ensure I am doing more than sitting behind my desk, which has really helped me reset.  

Related. Meet the 2026 TSE Women to Watch: Natasha Miles 

ANDREW: What do you think the next big thing in the events space is going to be?    

RACHEL: I think we will see more smaller, curated experiences within large events. People want the opportunity to make genuine connections in an intentional setting. In a world of social media, it has caused us to reshape the way we think about events and the same format isn’t going to work as it has in the past.  

Attendees want the bar raised, more experiential opportunities or the chance to try something new and different with genuine interaction.  

ANDREW: What strategies have you found most effective for building a strong professional network within the trade show community?   

RACHEL: For me, the most effective approach has been genuine curiosity and involvement. I think of networking as being open to conversations, getting to genuinely know people and showing up. 

Serving on committees outside of my own organization has broadened my network because we are all working towards the same goal or interest, which has made building those relationships a bit easier. I think following up, offering help and staying connected is also extremely important to maintaining and building strong professional relationships. 

ANDREW: What role does mentorship play in your career development, and how can other women seek and cultivate these relationships?   

RACHEL: Mentorship has been a big part of my career development. I have been fortunate to build relationships with people both inside and outside my organization who I can turn to for advice and an honest perspective.  

I do not think mentorship always has to begin with formally asking someone to be your mentor. Many of those relationships develop naturally through conversations, working together and staying in touch. 

For women looking to build these relationships, I think the best place to start is identifying someone whose career or leadership style you respect and reaching out.  

Ask a specific question, invite them to coffee or talk through a challenge you are facing. 

A mentor does not always have to be a senior leader either. It could be a colleague or peer who sees things differently than you do. The important thing is to stay connected, be specific about the guidance you are looking for and be open to feedback, even when it challenges you. 

ANDREW: How do you stay updated on industry trends and changes, and what resources do you recommend to your peers? 

RACHEL: To stay updated on industry trends and changes, I spend the first part of my morning looking through LinkedIn to see what industry colleague and organizations are discussing. I also subscribe to newsletters from industry associations and publications, and I stay involved through committees and events.  

Those sources help me understand not only what’s changing but how people across the industry are responding.  

The people in this industry are also some of the best resources available. Reading is important, but asking questions and having conversations is where the best learning happens.  

The more you understand the broader industry, the better prepared you are.  

ANDREW: What is your vision for the future of women in the trade show industry, and what steps can be taken to foster greater inclusion and diversity? 

RACHEL: The trade show industry is already filled with incredibly talented women, and I would love to continue seeing more of them grow into senior leadership roles and have a voice in shaping the future of our industry.  

I also hope younger women entering the industry can look around, see those examples and know there is a clear place for them to build a wonderful career in this field. 

I think that progress comes from giving people opportunities to show what they can do. Mentorship is important, but so is having leaders who recommend someone for committees, encourage them to pursue a new role or trust them with important projects, really giving them the chance to shine and grow.  

ANDREW: Is there anything else that you would like to add? 

RACHEL: I want to add that none of this work happens alone. Every successful event is the result of a team, including colleagues, partners, volunteers, speakers and attendees who are willing to contribute their ideas and trust the process.  

I am incredibly grateful for the people who have supported me and given me opportunities throughout my career.

I am incredibly proud to be part of an industry whose work can be almost invisible when it is done well, but that makes connection, learning and business possible. I am also incredibly grateful for my ESCA team, who have given me countless opportunities to grow and learn and are always pushing me to be the best I can be.  

This recognition means a lot to me because it reflects work I genuinely care about: creating experiences and opportunities that help other people grow. 

To get more 2026 Women to Watch Q&As, subscribe to TSE’s free e-newsletter on LinkedIn or through your email.          

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