And Other Uncomfortable Truths About Events in 2026
Brian Pagel is the 2026 IAEE Chairperson and Executive Vice President at Emerald. His original commentary was published in Trade Show Executive magazine as part of their Power Lunch Executives series.
Let’s start with a reality check that IAEE’s 2026 Chairperson Brian Pagel delivered with refreshing candor:
“Smartphones aren’t just tools your attendees use; they’re your competition.”
Ouch. But also, yes.
In his recent piece for Trade Show Executive (shared by IAEE), Pagel laid out what 2026 actually demands from event organizers, not the glossy, tech-buzzword version, but the practical, roll-up-your-sleeves evolution that separates thriving events from those quietly losing relevance.
Here’s the thing: Pagel isn’t predicting disruption. He’s describing intentionality. And for anyone running exhibitions, trade shows, or conferences, that distinction matters.
The End of "Good Enough" Experiences
Pagel’s smartphone point is about value density. Every event you produce must justify why someone should close their laptop, board a plane, and spend two days away from their inbox.
The bar isn’t “better than a webinar” anymore. It’s “demonstrably irreplaceable.”
That means rethinking what we consider event ROI. Pagel emphasizes that organizers must design with outcomes in mind, not square footage, not attendee counts, but actual behavioral results:
- Are you connecting the right people?
- Are those connections converting into business?
- Can you prove it?
This is where the gap between traditional event planning and modern event intelligence becomes painfully visible. If you’re still measuring success by how many people walked through the door, you’re answering the wrong question. The right question is: what did they do when they got there?
Real-time data isn’t a nice-to-have anymore. It’s how you spot engagement patterns while there’s still time to adjust programming, refine audience targeting, or redirect foot traffic.
From Passive Formats to Active Participation
Static booths and one-way presentations are fading, Pagel notes, because audiences want to participate, co-create, and engage actively. They’re not showing up to be lectured at. They’re showing up to be part of something.
This shift has massive implications for how we architect event experiences.
The Old Model vs. The New Model
Old conference model:
- Someone on stage
- Everyone else in chairs
New model:
- Curated collisions
- Structured networking that leads somewhere
- Collaborative formats that surface real insights
- Environments designed for serendipitous connection
But here’s the catch: Generic matchmaking doesn’t cut it. Event platforms that treat every attendee like an anonymous ticket number are leaving serious engagement on the table.
Sustainability Is No Longer Optional
Pagel also points to sustainability as a non-negotiable expectation.
The trade show industry has historically been… let’s say resource-intensive. But the pressure isn’t just coming from regulations, it’s coming from attendees, exhibitors, and increasingly, from sponsors who have their own ESG commitments to meet.
Events that can transparently report on their environmental impact (and actually reduce it) have a competitive advantage. Those that can’t are playing a losing game.
The Democratization of Data (Finally)
Perhaps Pagel’s most critical point is this: these trends demand that we democratize data access and foster cross-functional alignment. Translation? Your data can’t live in silos anymore, and your sales team, marketing team, and operations team need to be working from the same playbook.
Unified event platforms that integrate registration, engagement tracking, lead capture, and analytics are strategically essential.
Here’s The Bottom Line
Pagel closes with this: “The trade show industry is resilient and innovative. The future belongs to those willing to evolve.”
He’s right. But evolution is about being honest with yourself about what’s actually working, what your audience truly values, and whether your current approach can deliver on those expectations.
