By Mary Tucker | Senior Communications and Content Manager | IAEE
When an industry honors one of its own with an award that demands more than two decades of transformative leadership, you know we’re talking about an exceptional professional. IAEE has bestowed its prestigious Pinnacle Award upon Dennis Smith, CEO/Managing Director of NürnbergMesse North America – a recognition reserved for those rare professionals who haven’t just participated in the exhibitions and events industry, but have fundamentally reshaped it through unwavering commitment to education, innovation and the highest standards of professionalism.
Dennis’ journey with IAEE tells a story of extraordinary dedication. With service across 31 committees and leadership positions, including his tenure as IAEE Chairperson in 2023 and CEIR Chairperson in 2022, he has been a steady presence during transformative moments for the organization. His leadership guided IAEE through critical transitions, from hiring a new President and CEO to steering the Center for Exhibition Industry Research (CEIR) through its comprehensive rebranding and governance restructuring. Drawing from his extensive experience leading major organizations including NürnbergMesse North America, AAHOA, AVIXA and Messe Frankfurt North America, Dennis has consistently brought an international perspective and fresh thinking to industry challenges.
What truly sets Dennis apart is his holistic commitment to the industry’s future. From contributing to foundational educational resources like the “Art of the Show” textbook to championing diversity through his ex-officio roles on the DEI, Women’s Leadership and Young Professionals committees, he has worked tirelessly to ensure the profession grows stronger, more inclusive and more resilient. His involvement in navigating unprecedented challenges, including leadership on the COVID-19 Task Force, demonstrates his ability to rise to the moment when the industry needs it most.
Dennis was presented with the 2025 IAEE Pinnacle Award this past December at Expo! Expo! IAEE’s Annual Meeting & Exhibition in Houston, Texas.
Here, Dennis reflects on his remarkable journey with IAEE, shares insights on leadership during times of change, and offers his perspective on the future of exhibitions and events.
Your involvement with IAEE spans 31 committees and numerous leadership roles over more than a decade. What initially drew you to become so deeply involved with the association, and how has that commitment evolved over the years?
Dennis: I guess I’m in a unique position as more than half my trade show career has been spent overseas. Following my move back to the U.S., I felt that the best way to engage with the trade show community was to find an opportunity to bring value by volunteering to the industry’s key trade associations. I first engaged with SISO and was selected to organize a few sessions during its Leadership Conference. Then I was accepted to join IAEE’s International Committee to provide some perspective and support for advancing IAEE’s global mission.
In 2016, I was nominated and selected to join IAEE’s Board of Directors and, as they say, the rest is history. My time on the Board was incredibly educational, fulfilling and rewarding. The IAEE staff was amazing, the many volunteers that I served alongside are held in high regard and the friendships that were formed can never be replaced. Bottom line: now that I’m off the Board, I feel somewhat empty and I’m trying to fill that void with some volunteering gigs on Boards that are local to Atlanta. For those who are reading this, volunteering is incredibly rewarding and never underestimate your ability to contribute.
You served as chairperson during critical transition periods for both IAEE and CEIR. What key lessons can you share about guiding an organization through significant change?
Dennis: We all know that change is constant and if you’re not evolving, you’re dying. One of the best leadership training courses that I went through prior to becoming a chairperson was organized by ASAE, where I was introduced to the lifecycle curve of associations. At some point in time after a brief plateau, the organization begins a decline towards possible death. However, if the right decisions are made, every NGO has the opportunity to go into a rebirth cycle.
With CEIR, we developed a strategic vision for deploying CEIR’s true value and changed the governance structure, which was the start of a rebirth for CEIR. With IAEE, we recognized that everything starts with association leadership and we moved towards a new CEO search which led to Marsha Flanagan becoming the first female permanent IAEE President and CEO.
If you’re asking for lessons, there are many; but the number one lesson is that when you make tough decisions, the people you surround yourself with are as important as the decision. I was fortunate to have had some of the best Board members, staff and officers by my side during this time, for which I’m very grateful.
Throughout your career, you’ve brought an international exhibition organizer’s perspective to industry discussions and decision-making. How has this global viewpoint shaped your approach to advancing industry standards and best practices?
Dennis: Trade shows around the world are in principle following the same formula or outcome, which in my opinion is to bring communities together, establish unique experiences and generate economic impact. I have been involved in over 250 unique trade shows all over the globe and can point out all the different standards for shows organized in Europe, Middle East, Asia and North America. Yet at the same time, my exposure to so many different standards and approaches in these regions have given me an appreciation that it’s difficult to establish one standard for every trade show around the world.
Thus, my approach is to continually monitor and embrace the trends that are shaping our industry and accept that the standards shouldn’t be established around my generation. Rather, they should be established based upon the habits of the next generation(s) and tailor standards to these stakeholders. The trade show model is changing, and those who do not adapt will be on the menu versus having a seat at the table. One prime example is the use of AI, which has significantly impacted our workflows and will impact industry standards for organizers, venues, suppliers, and all our internal and external customers.
Education and knowledge-sharing seem are central themes in your service. Why do you believe investing in education is so critical to the future of our industry?
Dennis: I love to share my knowledge, and many of my closest industry colleagues and friends have heard me mention the concept of Kaizen which is based on continuous improvement. I believe in this concept, which stems from the Japanese culture but has been adopted by many around the world. No matter the position or organization, I’ve constantly sought to invest time and effort into improving myself so that I could be of greater value to my organization.
If we become complacent that we have “arrived” or have all the credentials or reached the highest level of education or position in a company, then we are going to lose. That’s why I believe and support mentorship, upskilling, cross training and specialized training. IAEE has some of the finest training at any level and I highly encourage all IAEE members to pursue the available CEM offerings, even if it’s one course from the program. You will benefit and your company will benefit as well. Bottom line: it’s worth it!
Looking ahead, what do you see as the most important priorities for the exhibitions and events industry, and what advice would you offer to emerging leaders who want to make a lasting impact?
Dennis: I’ve been fortunate to have 35+ years under my belt, but the experiences and challenges that I’ve faced are very different than those that emerging leaders will face over the next 10-20 years. Priorities for the industry, in my opinion, are to continue to embrace AI, pressure to further enhance the event experience, motivate the next generation to enter and stay in the events industry, design the new model of exhibitions that will keep the venues full, keep the hotels occupied, and grow profit amidst increased cost realities and competition. Of course there are more, but these are the ones that are top of mind.
My advice for emerging leaders is firstly, be kind. Exhibitions and events are a “people” business and showing kindness is a core principle of mine. Secondly, intentionally develop a strong, balanced and diverse network of industry professionals that you can go to for support, encouragement and perspective. You want to have those individuals that will be honest and – most importantly – not tell you what you want to hear, rather warn you about the cliffs you cannot see. Thirdly, continuous development is a “must.” Maintain an appetite for education and peer-peer exchange to share best practices. Finally, volunteer! Don’t wait until you’re at the end of your career. Rather, get on a committee, ask to lead a session at one of the upcoming industry events and engage with the next generation so you can be part of what’s coming next.
The impact of emerging leaders is already being felt by the way our work/life balance has changed post-pandemic. The torches are slowly being passed to the next generation and it’s time for the emerging leaders to grasp the torches firmly and take this wonderful face-2-face ecosystem into the future.
