Inside Freeman’s Transformation: Leadership, Culture, and the Future of Events

In Part 2 of this Global Exhibitor Podcast interview, Jeff Hannah continues the conversation with Carrie Freeman Parsons, Chair of the Board at Freeman. Carrie shares powerful insights about Freeman’s organizational transformation, the lessons learned through crisis, and her deep passion for leadership grounded in human dignity and flourishing.

From reflecting on the post-recession pivot to reimagining the company during COVID, Carrie explains how Freeman has become more consultative, nimble, and mission-driven — without losing sight of its culture-first values. Carrie also discusses her recently co-authored book, Inside Live Events, and why it serves as a vital guide for both newcomers and seasoned professionals navigating the changing landscape of face-to-face marketing.

Reinvention at the Core: Staying Relevant in a Changing Landscape

Freeman’s staying power — 98 years and counting — is no accident. Carrie outlines a three-pronged approach to staying agile:

“First and foremost, we are healthily paranoid… There’s always a healthy paranoia around like, what if we’re disrupted?”

That mindset is paired with a relentless customer focus and a “learning mindset” embedded in Freeman’s culture. From embracing design thinking to proactively studying emerging trends like AI, Freeman is constantly reinventing itself to stay ahead.

Vision 2025 and a Strategic Shift

A key turning point came after the 2008 recession — the first time the trade show industry had taken a real economic hit. Freeman recognized that just delivering logistics wasn’t enough anymore.

“It sort of smacked us in the head… if we don’t help our customers solve these problems, then we’re not going to have work to produce.”

In response, they launched Vision 2025 — a bold initiative to evolve Freeman into a strategic, consultative partner, not just an executional one. That vision included investing in creative and strategic services, enhancing efficiency, and redefining how Freeman delivers value.

How COVID Accelerated Change

While devastating, the pandemic forced Freeman to put transformation into overdrive.

“We had no business to produce… so we used that time to reimagine operations, reduce costs, and help our customers rethink their events.”

The crisis pushed clients to rely more heavily on Freeman’s strategic services — and allowed the company to emerge leaner, smarter, and better positioned for the future.

Culture Is the Engine

At the heart of everything Freeman does is its culture — one Carrie fiercely protects and nurtures.

“There is not a moment that we take our eye off the ball… If you take your eye off that ball, bad things can slip in.”

She reflects on the evolution of Freeman’s explicit values, the importance of appreciation, and how good leadership is ultimately about creating an environment where people thrive.

“What if everybody went home feeling valued — and that made their families stronger? That’s the ripple effect we want.”

Advice to Newcomers: Events as a Human-Centered Industry

To those just entering the events world, Carrie offers encouragement and inspiration:

“This industry is human-centric. It’s about creating meaningful connections — and if you do your work well, you’re part of something that has real impact.”

She emphasizes the diverse opportunities the industry offers — from lighting design to marketing strategy — and the importance of joining a team-oriented, dynamic environment.

Final Takeaway: Events Are a Team Sport

As Carrie says, live events are “a team sport.” The energy, challenge, and impact of the industry are powered by collaboration — and by leaders who care deeply about people.

References & Links:

Part 1 of my interview with Carrie

Inside Live Events (book by Carrie Freeman Parsons & Bob Priest-Heck)

Everybody Matters: The Extraordinary Power of Caring for Your People Like Family (book by Bob Chapman & Raj Sisodia)

The Soul of Money: Transforming Your Relationship with Money and Life (book by Lynne Twist & Jack Canfield)

High Point University – Event Management Program

LinkedIn: Carrie Freeman Parsons

Website: Freeman