Laura Palker of the Exhibitions & Events Workforce Development Federation (Part 1)
The Future of the Trade Show Industry & Workforce Development
The trade show and events industry has faced massive disruptions in recent years. From the devastating impact of the pandemic to the looming “Silver Resignation,” the industry must navigate an urgent need for workforce development, skilled labor, and better representation at the national level.
In this episode of The Global Exhibitor Podcast, Jeff Hannah sits down with Laura Palker, President of the Exhibitions & Events Workforce Development Federation, to discuss the critical challenges facing the trade show industry today. With decades of experience in the industry and a passion for workforce training and advocacy, Laura provides deep insights into how the industry is working to address the current talent crisis.
The Changing Workforce in Trade Shows
Before the COVID-19 pandemic, the trade show industry was filled with seasoned professionals, with the average workforce age between 53 and 58 years old and 20 to 30 years of experience. These individuals—highly skilled artisans, project managers, and business leaders—were the backbone of the industry, shaping the way exhibitions were designed, built, and executed.
However, the pandemic created an industry-wide exodus, with millions of workers leaving for good. Those who remained or joined the industry in the past few years now make up 40% of the workforce, yet they have three years of experience or less. This knowledge gap has put an incredible strain on businesses trying to maintain the same level of quality and efficiency with a largely new and inexperienced workforce.
Adding to the challenge is the Silver Resignation, the upcoming retirement of many seasoned professionals. This shift threatens to wipe out even more institutional knowledge, making it critical to develop fast-track training programs, apprenticeship initiatives, and long-term strategies to ensure that newcomers are not left to figure things out on their own.
Bringing Trade Shows Into the National Workforce Ecosystem
One of the biggest challenges the industry faces is a lack of government and educational recognition. Unlike other industries such as automotive, medical, or construction, trade shows have struggled to gain proper classification within the U.S. labor system.
Laura Palker explains the importance of ONET Codes (Occupational Information Network) and NAICS Codes (North American Industry Classification System) in defining and legitimizing the trade show industry. Without these classifications, trade shows are effectively invisible to government agencies, workforce programs, and schools that guide students toward career opportunities.
Historically, industry professionals filling out forms for business registration, workforce statistics, or education programs have struggled to find an appropriate category for their work. Often, they’re forced to select “Other” or an unrelated classification, further erasing trade shows from official workforce data.
That’s why industry leaders have been pushing for:
Recognition in ONET & NAICS systems to define trade show-related jobs
Career awareness campaigns to introduce trade shows as a viable profession
Funding opportunities for training programs at middle schools, high schools, and technical colleges
The recent success in modernizing the National Career Cluster Framework to include hospitality and events—with specific reference to trade shows, conferences, and exhibitions—is a huge step forward. The next challenge is ensuring that trade show careers are properly categorized and represented across all workforce development programs.
Building a Skilled Workforce for the Future
To address the industry’s talent shortage, the Exhibitions & Events Workforce Development Federation has been leading initiatives to create structured training programs, apprenticeships, and mentorships. These programs aim to fast-track the development of skilled professionals, ensuring that those entering the field are equipped with the knowledge they need to thrive.
Efforts include:
Trade Show Basics Training – A foundational training program designed to introduce new professionals to the industry.
Apprenticeships & Pre-Apprenticeships – Structured hands-on training programs to develop technical skills and industry knowledge.
Gap Year Internships & Mentorships – Career pathways that allow young professionals to explore trade shows as a long-term career.
Laura also highlights how industry associations, unions, and businesses must work together rather than in competition. With so many different roles and skill sets required to execute a successful trade show, every segment of the industry—from exhibit builders to show organizers to logistics providers—plays a critical role in the ecosystem.
“We are not competing with each other; we are complementary. Every piece of the puzzle is essential to making this industry work.” — Laura Palker
The Call to Action: Uniting for the Future
As Laura and Jeff discuss, the trade show industry is at a turning point. There is a limited window of opportunity to secure industry recognition, funding, and training programs. If the industry does not take advantage of this moment, it risks being left behind as other sectors continue to gain government support and workforce funding.
For those in the industry, now is the time to:
✅ Support workforce development initiatives by getting involved with industry associations.
✅ Advocate for ONET & NAICS code updates to properly classify trade show jobs.
✅ Encourage mentorship and training to ensure knowledge transfer to the next generation.
If you’re interested in learning more about workforce development in trade shows or want to get involved, visit GlobalExhibitor.com for resources and training opportunities.
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📅 Stay tuned for Part 2 of our interview with Laura Palker!
This episode was recorded at the amazing ET Global USA Headquarters in Suwanee, Georgia.
LinkedIn: https://www.linkedin.com/in/laurapalker/
Website: https://ee-wdf.org/
Website: http://www.tssolutioncenter.com
Email: laura.palker@ee-wdf.org
