By Mary Tucker | Senior Communications and Content Manager | IAEE
The IAEE Distinguished Service Award honors more than just professional achievement; it celebrates an IAEE member who has fundamentally shaped the future of the exhibition industry. Susan D. Haning, CEM, CMP, Director Industry Relationships at Freeman, embodies everything the award represents: extraordinary service at local and national levels, unwavering commitment to education and professional development, and a genuine passion for elevating others in the field.
Susan has dedicated 27 years to advancing IAEE’s mission through strategic leadership and tireless advocacy. Her impressive resume includes serving as Chair of IAEE’s Education Programming Committee, teaching as CEM Faculty, and pioneering collaborative initiatives like the groundbreaking Industry Holiday Party that united IAEE, PCMA, AMPS and ASAE.
But numbers and titles only tell part of Susan’s story. What truly sets her apart is her ability to blend professional excellence with heartfelt mentorship, her commitment to building bridges across associations and her remarkable dedication to charitable causes – having raised nearly $200,000 for heart disease and leukemia research.
Susan was presented the 2025 IAEE Distinguished Service Award this past December at Expo! Expo! IAEE’s Annual Meeting & Exhibition in Houston, Texas.
Here, Susan shares insights from her remarkable career journey, the evolution of industry education, the power of cross-association collaboration and her advice for the next generation of exhibition professionals.
You’ve been actively involved with IAEE for 27 years! What initially drew you to the association, and how has your relationship with IAEE evolved throughout your career?
Susan: At the outset, my mentor, the late great Lenay Gore, encouraged me to dive into industry events, even when my previous role didn’t strictly require it. Lenay’s advice was clear: broaden your horizons and you’ll open doors that can only benefit your future career. Taking that to heart, I began with small volunteer tasks, gradually joining committees and soon became a familiar face in the Washington, D.C. Chapter community. My contributions ranged from teaching as part of the CEM Faculty, collaborating with the CEM Commission on pioneering question formats, to leading the Education Committee under the guidance of the late Kip Eads.
Each step – from local and national volunteer roles to management and Board positions – was approached with a focus on career growth, networking and personal fulfillment. The IAEE community’s “family feel” made the journey even more rewarding, fostering friendships that have become both dear and enduring. In short: I kept moving up the chain, exploring every opportunity with curiosity and commitment. And if there’s one lesson I’ve learned, it’s that involvement isn’t just a career booster, it’s the secret ingredient to making work feel like home.
As Chair of the Education Programming Committee and a CEM Faculty member, you’ve had a front-row seat to the evolution of professional development in our industry. What changes have you witnessed in how exhibition professionals approach learning and certification, and what do you see as the most critical educational needs moving forward?
Susan: Early in my career, industry certifications were not held in the same regard as they are today. I initially pursued my CEM and CMP credentials to demonstrate my expertise and earn the respect of my clients, plus I tend to be an overachiever! Over time, I recognized that certifications are not only a mark of personal achievement but have become essential for career advancement in our evolving industry for professional achievement.
I am proud to be part of Freeman, a company with a longstanding commitment to education and professional growth. Freeman’s support, through financial grants and other resources, reflects a deep belief in the transformative power of learning. What began as a test of textbook knowledge has matured into a process that emphasizes real-world experience and actionable insights.
Looking ahead, it is imperative that we foster a culture of continuous learning. Mentoring programs and hands-on activations should be encouraged, not only for show organizers but also for our vendor partners. Through collaborative efforts, we can build stronger relationships and drive both educational and personal growth across the exhibition industry.
My advice to emerging professionals: embrace education, seek mentorship and actively participate in collaborative initiatives. These steps will not only enhance your expertise but also contribute to the collective advancement of our field.
The Industry Holiday Party you helped create brought together IAEE, PCMA, AMPS and ASAE in a groundbreaking collaboration. What inspired this initiative, and what lessons did you learn about building bridges between associations that others might apply in their own communities?
Susan: As someone who’s navigated countless holiday events in our industry, I’ve seen firsthand how vendors are stretched thin – asked to sponsor and attend multiple association gatherings in a short span. A few years ago, I joined a group of colleagues to try something different: we merged four organizations’ holiday events into one. The result was less stress, lower costs and more time for what matters.
For a while, this collaborative approach worked well, especially with the support of donated space by the D.C. Convention Center. But as priorities shifted, we eventually returned to separate events. Looking at today’s packed schedules, success would require each organization to dig deep, align their goals and commit to mutual benefit; otherwise, the effort may be short-lived. In the end, a little strategic collaboration can go a long way toward making the season bright and maybe even a bit less exhausting.
Mentorship is a recurring theme throughout your career. Can you share what motivates you to invest so deeply in developing the next generation of industry leaders, and what advice would you offer to both emerging professionals and those who want to become better mentors themselves?
Susan: Mentoring, at its best, is a relationship built on trust and shared experience – a chance for someone a bit further down the road to walk alongside you, offer perspective, and help you find your footing and your voice. It’s not just about skills; it’s about believing in someone’s potential and staying present as they grow.
I was fortunate to have three mentors who changed the course of my career and, honestly, my life: Craig Smith, the late Betty Fuller, and my dear friend and colleague who recently passed Lenay Gore. From my first role at Andrews‑Bartlett, they each offered lessons that helped me grow into the next chapter – sometimes with practical advice, sometimes with a nudge, always with care. Because they invested in me, I learned to invest in others.
When I work with emerging professionals, I recognize the same drive I once felt, and it’s a privilege to help them turn that energy into opportunity. Watching someone grow with your support never gets old; it’s the kind of pride that feels both personal and shared, like seeing family succeed and knowing you had a small hand in it. My advice to them: get involved early on. Volunteer, do something that makes you smile and warms your heart!
Beyond your professional achievements, you’ve raised nearly $200,000 for charitable causes including heart disease and leukemia research. How do you see the connection between professional service and community giving, and why is it important for industry leaders to embrace causes beyond their careers?
Susan: I care deeply about my work, as I know industry leaders do as well, but I’ve learned that a fulfilling life asks for more than a job title. Passion – especially the kind that serves others – has a way of sharpening your purpose and softening your heart. I was raised to believe that when people need a hand, you offer it. No status, no spotlight – just the simple conviction that help matters.
My path into the Leukemia & Lymphoma Society started with an endurance training program; I wanted to get healthy and feel strong. Then life got close: someone I love had a father diagnosed with AML. Suddenly the miles meant more. He was an artist who created our team’s logo and we turned that art into action, raising hundreds of thousands of dollars to fund a grant in his name. That experience changed me. It showed me how community, creativity and courage can move mountains. THIS is what leaders are motivated to do too!
Later, when both my father and grandfather died from heart conditions – and I faced a heart condition of my own – my focus shifted to the American Heart Association. The cause wasn’t abstract anymore; it was family, legacy and a promise to do what I can for others walking the same hard road.
Giving back has never been a side project for me – it’s the “why” that guides the “what.” It’s how I try to lead and it’s how I stay grounded: by choosing to turn personal pain into purpose and compassion into action. In my opinion, you can’t be a leader without purpose and compassion and being involved in charitable activities guides you down this path!
