By Mary Tucker | Senior Communications and Content Manager | IAEE
When it comes to dedication and impact in the exhibitions and events industry, few shine as brightly as Ryan Lovell, CEM-AP. As a Client Solutions Director at Freeman and an active leader in the IAEE Dallas/Fort Worth Chapter, Ryan recently earned the prestigious IAEE Chapter Merit Award – a recognition reserved for those who go above and beyond to advance their local chapter while exemplifying IAEE’s core mission and objectives.
Ryan’s extraordinary commitment to IAEE has left an indelible mark on the organization at every level. From shaping governance structures and standard operating procedures that create a welcoming environment for members, to forging partnerships with higher education institutions like the University of North Texas to engage the next generation of industry professionals, Ryan has been instrumental in building a stronger, more sustainable chapter. His service in multiple Board capacities include serving as Director of Governance and Secretary, reflecting his steady hand in ensuring the chapter operates with transparency and excellence.
But Ryan’s impact extends far beyond his chapter. As one of IAEE’s most active CEM Faculty members, he has traveled the globe – from South Korea, Thailand, Taiwan to Saudi Arabia and across the United States – facilitating 11 courses in a single year and earning perfect “Excellent” ratings from participants who praise his engaging teaching style and deep expertise. Whether mentoring CEM-AP candidates, serving as Chair of the CEM Commission, or being called “the best instructor of the whole CEM week (2025)” by engaged participants, Ryan’s passion for education and professional development knows no bounds.
In fact, this is not Ryan’s first rodeo in IAEE honors. In 2023, he was awarded the IAEE Volunteer of the Year Award and you can read all about that here. However, this interview is about Ryan’s latest accolade! He was presented the 2025 IAEE Chapter Merit Award this past December at Expo! Expo! IAEE’s Annual Meeting & Exhibition in Houston, Texas.
Here, Ryan shares insights into his journey with IAEE, his approach to leadership and education, and what drives his commitment to advancing the exhibitions and events industry.
You’ve served the Dallas/Fort Worth Chapter in multiple capacities for nearly a decade. What motivated you to take on these leadership roles, and what has been most rewarding about shaping the chapter’s governance and infrastructure?
Ryan: I joined the DFW Chapter Board of Directors in 2017 to get engaged at the local level. I was interested in growing my career and it was suggested that I could begin to get involved in various IAEE national committees by volunteering at the local level to start. And what started as an exploratory adventure into volunteering and career growth has developed into a well-established passion for giving back to the industry I love.
After a few years serving on the DFW Chapter Board of Directors, I found myself drawn to the curiosity of “what makes it all tick.” Shortly thereafter, I was reading, reviewing, and interpreting the chapter bylaws in effort to stay informed and keep the board equally informed. I sort of became the de facto “voice of the bylaws” that organically developed into the Governance seat.
The pandemic was especially challenging in terms of keeping the Board together, with some structure, while still trying to engage our membership. It was clear that we needed a more concisely developed set of standard operating procedures that fit our chapter. It was a project years in the making, and with help from an IAEE SOP Task Force and subsequent template, we were finally able to complete our Chapter SOPs in 2025.
Building bridges with academic institutions like the University of North Texas has been a key part of your work. Why is engaging the next generation of industry professionals so important to you, and what impact have you seen from these partnerships?
Ryan: Simply put, I find mentoring to be contagious. I didn’t realize early in my career that I had quite a few amazing mentors… until I became a mentor myself. There wasn’t any formality to it; it was just some more experienced, wiser folks who took me under their wings, and helped me shave some years off the learning curve. Having someone invest in you is a powerful force. It’s endearing. It’s inspiring. And it can become a lifelong relationship.
I’m forever grateful for those who invested in me, and now is my time to “repay and honor” them, by sharing my time and expertise, investing in the next generation of industry professionals. The altruistic notion is that you expect nothing in return… but hope that your impact pays it forward, and that positive impact continues generationally, paying it forward, indefinitely. To paraphrase some wise saying, “you’re not really a leader (mentor) until you can make new leaders who are capable of also making new leaders.”
As one of IAEE’s most active CEM Faculty members, you facilitated 11 courses across multiple continents in a single year. What draws you to teaching, and how do you keep your content engaging and accessible for such diverse, global audiences?
Ryan: Growing up, when every other kid wanted to be an astronaut, a fire fighter, or an archeologist, I wanted to be a teacher. But as my career in the live events industry began to grow, my future as a teacher all but vanished. As I was earning my CEM back in 2013-2015 – I attended all in-person courses – I experienced nine separate CEM facilitators (teachers) and the spark was reignited. I applied to join the faculty in 2017, and after acceptance, found myself teaching six courses that following year in Baltimore at CEM Week, Jeju Island (South Korea), Taipei (Taiwan), Riyadh (Kingdom of Saudi Arabia), and New Orleans at Expo! Expo! – quite a banner year for a rookie, and what amazing experiences for someone who loves to travel!
Throughout junior and senior high school, and even some college, I was involved in drama club/live theater. Recalling some of my best and favorite teachers over those years… great teaching is far more than delivering content. For me, and a nod to those favorite teachers in my past, there needs to be energy… excitement… spectacle… some hook, some storytelling, some (theatrical) performance, some personal expression to make teaching thoroughly engaging. And that, I deliver with all of my energy. I find this method is universal – while there are certainly some significant nuances to international over domestic CEM courses, the method and energetic delivery is no different!
Creating transparent, welcoming environments for both existing and new members has been central to your service on the chapter Board of Directors. What specific changes or initiatives have you championed to make your chapter more accessible and inclusive for all members?
Ryan: I’m an introvert. I know how difficult it can be for others to walk into a room without knowing anyone or having a buddy for support. So, I often look for the quietest person in the room, or the new person on the virtual call (our chapter’s monthly “Donuts & Dish” event is on Zoom) and make a specific intent to engage them – it’s a simple investment but can have dramatic impact. Were you ever “the new kid in a new school?” Do you remember when someone finally said hi and asked you your name and where you were from? A simple bit of attention and curiosity is a major ice breaker. It often kickstarts immediate bonding and generally sets one at ease rather quickly.
I find that personal recruitment is tremendously helpful (and like mentorship, can be contagious!) in creating an open and inviting atmosphere for new members. “Spray & pray” marketing is perhaps less effective at the local level, so a personal touch can go a long way in creating that opportunity for someone to attend an event or even join a committee or commit to serving on the board of directors. We are a smaller chapter, with geographic challenges in the engagement of our membership across multiple states. Although I was seeking to get involved when I first joined the Board, I was still recruited. And then later, I recruited someone else. And then, that person recruited the next person. And, ideally, that person will recruit the next, and so on and so on.
Looking ahead, what do you see as the most important challenges and opportunities for IAEE chapters and the exhibitions and events industry as a whole, and how can professionals best position themselves to contribute meaningfully to this evolving landscape?
Ryan: Looking ahead…
AI is probably both the most unique challenge AND intriguing opportunity of the future of our industry, and the entire future of the human race. I sorta fall into the dystopian-future party – the one that thinks AI could subvert humankind – but I also think there may be a biological/technological interface that could benefit both… so, I’m at the edge of my seat to see how this develops in the coming years.
In order to prepare for such a dynamic future, I strongly believe that it’s more important than ever to stay current with the latest trends, generational diversity and technological advancements. And I can truthfully admit, I’m not doing such a good job with that, but I do make great efforts keeping in touch with the next generation of event professionals to learn about their outlooks, perspectives, challenges and tools for the future success of the industry.
Evolve with the times. Continually diversify your value to yourself, your company, your clients and your passion. Learn new things, always. As long as humans are social animals, we will need live, in-person events. A handshake, a hug, a high-five and the subsequent serotonin, dopamine, and oxytocin released in the brain from such actions cannot be replicated outside of personal, physical contact. Stay connected. Go to live events. Network with old colleagues and new. And, most importantly, invest in the next generation of live event professionals.
