In this insightful episode of Event Marketer’s Toolbox, hosts Chris Dunn and Dana Esposito sit down with award-winning journalist and events industry insider Danica Tormohlen to dive into the real-time trends shaping the trade show and live event space in 2025.

With over 25 events already under her belt this year, Danica offers a ground-level view of how both exhibitors and attendees are evolving—from rising expectations to personalization, wellness, hybrid experiences, and the redefinition of value.

This is the episode to listen to if you're planning a trade show presence this year and want to stay ahead of what attendees actually want.

🔹 Younger Attendees Are Redefining the Show Floor

The surge of Gen Z and Millennial attendees is driving a shift toward more experiential, informal, and interactive booth activations. These audiences crave participation, not pitches.

🔹 Personalization Isn't Optional Anymore

Today’s attendees want freedom: to create their own agendas, explore quiet zones, and even customize their meal plans. The era of back-to-back programming is over—attendees need space to connect, decompress, and choose their own journey.

🔹 Exhibitors Are Missing Easy PR Wins

Danica notes too many brands ignore pre-show and on-site PR opportunities. At a minimum, brands should plan:

• A post-show press release
• Live booth content
• Social updates during set-up and on show days

🔹 Creative Networking Beats Traditional Happy Hours

From dirty soda bars to Harley-themed activations and sun salutation yoga, exhibitors and show organizers are pushing past the cocktail hour. Attendees want meaningful moments and healthier options that reflect their values.

🔹 Support for Women in Exhibitions Is Growing

Danica shares insights into the Women in Exhibitions Network – North America, offering education, mentorship, and real connection for women across the industry. Monthly meetups, high-level guests, and in-person events are creating real momentum.

🟧 “You can spend all this time building an amazing booth… but if no one knows you’re there, you’ve missed the opportunity.”

🟧 “Even the more experienced generation wants personalization. We expect what we enjoy as consumers to show up in our business lives too.”

🟧 “It's not about alcohol anymore—it’s about intentional, inclusive experiences. Attendees want options.”

🟧 “We need to talk to top exhibitors sooner and partner up—on keynotes, activations, and shared storytelling.”

Danica Tormohlen gave us a roadmap for where the industry is right now—and where it's heading fast. Whether you’re an exhibitor looking to upgrade your presence or a planner rethinking your strategy, the message is clear: make it personal, make it purposeful, and plan smarter

👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world.

This Show is sponsored by Blue Hive

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