Are Trade Show Organizers Missing the Mark by Focusing on Spectacle Over Substance?Are Trade Show Organizers Missing the Mark by Focusing on Spectacle Over Substance?
In an exclusive interview at IMEX America, we sat down with Freeman SVP of Strategy Ken Holsinger to unpack the latest Trends Report on attendees.
October 15, 2025
What do today’s trade show attendees want? The answer is simple: "Meet my core objectives," said Freeman SVP of Strategy Ken Holsinger during an interview at the TSNN/Informa Connect booth at IMEX America. "They want physical space, and they want to find things."
Last week, Freeman released its latest Trends Report, “Unpacking XLNC: Bringing the X factor to attendee experiences ,” so we sat down with Holsinger to discuss the key data points for trade show organizers.
While there’s been much talk about the festivalization of events, Holsinger pointed out: “Attendees don’t come for the spectacle—they come to accomplish their goals. And when they do, they’re far more likely to return.”
But that doesn’t mean experience doesn’t matter to attendees. “The experience isn’t the main event, it’s the X factor,” said Holsinger. “Attendees are looking for meaningful outcomes. The moments they remember most aren’t about spectacle, they’re about substance. Whether it’s discovering a new product, gaining insight from a session, or making a valuable connection, experience amplifies the goals they came to achieve.”
Freeman SVP of Strategy Ken Holsinger
Back story: In collaboration with IMEX, Freeman leveraged IMEX’s global community to gather insights from its members. The report is based on a survey of more than 2,600 attendees and organizers.
Why it matters: The report reveals a growing gap between what event organizers think attendees want and what attendees actually value, according to the Freeman. While organizers often invest in entertainment, ambiance, and emotional engagement, attendees are focused on learning, networking, and discovering new products, Holsinger explained.
Big picture: “ The really good news that the report comes out with is that there are some basic fundamentals that we need to up our game on,” said Holsinger. "You have to set up with the fact that we're continuing this conversation around generational shift. It's affecting all aspects, but trade shows specifically. People who really love the glitz and the flash and the parties are going to be taken aback for just a minute when they read it because the attendees basically say, look, I don't really have any room for that if you're not meeting my core objectives. It's the table stakes game—generationally across the board.”
Listen to our full interview here or read our takeaways below.
10 quick takeaways from our conversation
Attendees prioritize meeting their core objectives at events.
Experiential marketing is crucial for engaging attendees.
Memorable experiences significantly influence attendee retention.
Generational differences affect expectations and engagement at events.
Trade show organizers must adapt to changing attendee needs.
Personalization is key to enhancing the event experience.
Data-driven insights empower organizers to make informed decisions.
Learning from other industries can improve event strategies.
Creating physical spaces for networking is essential.
Understanding attendee objectives leads to better event outcomes.
Freeman’s Take on the Key Findings: 5 Data Points to Remember
Peak moments drive loyalty: Attendees who experience a “peak moment”—a standout, goal-aligned experience—are 85% more likely to return. Yet only 40% say they’ve had one, while 78% of organizers believe they’re delivering them.
Experience amplifies outcomes: Attendees rarely attend for experience alone. Instead, they come to learn something, meet people, or discover solutions. Experience is what turns those goals into memorable moments.
Hands-on beats high-gloss: 61% of attendees define immersive experiences as hands-on product interaction. Organizers often overinvest in multi-sensory environments and underdeliver on practical engagement.
Substance over spectacle: Organizers cite keynotes, galas, and surprise elements as peak moments. Attendees point to vendor relationships (41%), learning (20%), and networking (19%)—experiences that help them achieve business objectives.
Personalization unlocks the X factor: Attendees want help navigating the expo floor, choosing sessions, and meeting the right people. Organizers excel at personalizing badges and food but fall short on what matters most.
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