By Mary Tucker | Senior Communications and Content Manager | IAEE
Scott Crawford, CEM exemplifies leadership and dedication within the exhibitions and events industry, having been an IAEE member for 23 years and currently serving as Chairperson of the IAEE Southeastern Chapter Board of Directors.
As Senior Vice President of Business Development at Global Experience Specialists (GES), Scott’s exceptional career has been marked by numerous achievements, including three Exhibition and Events Sales Leadership Awards from GES in 2005, 2006 and 2012.
Scott’s contributions to the Southeastern Chapter have been transformative as he has successfully recruited multiple new board members, expanded the chapter’s influence and played a crucial role in the 2023 Southeastern Classic – the chapter’s signature two-day educational conference. Beyond his chapter responsibilities, Scott represents the Southeastern Chapter at IAEE Chapter Leader meetings and industry events.
Scott’s commitment to professional development is evident through his Certified Exhibition Management® (CEM) designation and graduation from the prestigious IAEE Robert L. Krakoff Leadership Institute (now IAEE Leadership Institute). Scott also served on the IAEE Education Committee, further demonstrating his dedication to advancing industry standards and knowledge.
Scott’s dedication to advancing IAEE’s Southeastern Chapter earned him the 2024 IAEE Chapter Merit Award, which was presented to him this past December at Expo! Expo! IAEE’s Annual Meeting & Exhibition in Los Angeles, California.
Here, Scott shares insights from his two-decade journey in the industry, discusses his strategic approach to chapter leadership and membership growth, and offers valuable advice to emerging professionals about the importance of continuous learning in building a successful career in exhibitions and events.
As a long-time IAEE member, how have you seen the industry evolve, and what changes have had the most significant impact on your approach to leadership?
Scott: Our industry is evolving rapidly specifically around the use of AI, real time analytics, and CRM tools that allow us to better understand our exhibitors and attendee behavior which can really enhance and personalize the show experience. Throughout my career and my time on the IAEE Southeast Chapter Board, I’ve always led by example. Post Covid, I’ve really focused on empowering my team and Board members and trust them, knowing that innovation often comes from the ground up.
As Chapter Chair, you have led the expansion of the chapter’s reach and influence. What is your strategy for identifying and recruiting new Board members who share your passion for excellence in the industry?
Scott: I like to leverage peer networks along with internal referrals to attract new board members. I have sometimes found good Board member candidates are already making a difference working on a committee, task force or advocacy group within our chapter. Our time on the Board is on a volunteer basis and we all have full time jobs; however, when recruiting, I like to focus on the “why” of service. Examples are influencing the future of the global exhibitions industry, making an impact on education and innovation, along with building lifelong leadership relationships.
What were some key highlights from the most recent Southeastern Classic, and how do you measure its success in providing value to chapter membership?
Scott: The Classic has been our chapter tradition for over 25 years, which is our premier education and networking event. It includes two full days of education, panels, round tables and social events. In 2024, we hosted it in Orlando. One of our Board members, Jody Mosely, is Vice President of Operations for the Surf Expo show which is hosted in Orlando twice a year. We dovetailed our Southeastern Classic with Surf Expo at the Orange County Convention Center.
So not only did we have incredible speakers lined up that discussed the latest trends within our industry, and the finale was going down on the show floor and experience Surf Expo, the largest and longest running watersports and coastal life trade show in the world! The theme of our classic was “Riding the Exhibition Wave.”
As far as measuring its success, we surveyed all of our attendees and the feedback was very favorable in all respects. This year, we are hosting our Classic on 17-18 July in Athens, GA. Please check our chapter website for more information.
You recently celebrated 26 years at GES and have built an impressive career in exhibition services. How has your experience informed your volunteer leadership role at IAEE, and conversely, how has your IAEE involvement enhanced your professional work?
Scott: My work experience at GES has shaped my leadership role within IAEE by grounding me in the realities of the industry while equipping me to lead both with empathy and strategy. Having a solid understanding of all the different facets of our industry has given me deep respect for all stakeholders involved in the production of a show. Volunteering with IAEE has allowed me to grow at GES as a leader, build deep relationships, and continuously learn from some of the most innovative professionals in our industry.
You’ve invested in professional development by earning your CEM designation and building your leadership skills. What advice would you give to newer professionals in the industry about the importance of credentials and continuing education in advancing their careers?
Scott: Continuing education is key in career advancement, and I am fortunate that GES supports the investment for our team members to earn their CEM, along with participate in all the wonderful education opportunities at the national and chapter levels. The CEM is a globally recognized certification and certainly can signal to employers, clients and peers that you have in-depth knowledge in key areas such as planning, marketing, finance and budgeting along with logistics to name a few.
The CEM designation certainly can enhance your credibility, expand your knowledge base and open new career paths. Once you have earned your CEM, maintaining the accreditation can ensure that you are staying current with the latest industry trends.
