CHICAGO — This year’s Trade Show Executive (TSE) Pioneers are a group of innovative and influential industry professionals who are making significant contributions to their organizations. EAST I sat down with Joe Kowalsky, Director of Events at CloserStill Media, to learn more about his career journey, the lessons he’s learned, and what he’s looking forward to for the trade show industry.
Q: How did you get started in the trade show industry?
I applied to random jobs on LinkedIn. I knew I wanted to be in advertising in some way, but I never imagined it would be through live events. The event director at the first trade show I was hired for liked the way I approached sales and gave me a chance as an account manager on the team. Like most people in our industry, I feel like it was just a fluke, but it couldn’t have been more perfect.
Q: What attracted you most at the time and what interests you most today in your work?
I feel like that’s what every 20-year-old says when they join the events industry: travel. I wanted to get out there, attend events, visit clients, see a bit of the country, maybe the world. And I can honestly say that this has given me that opportunity beyond my wildest dreams. I never thought I’d go to places like Oman or Malaysia, but thanks to this industry, I’ve been able to do that.
And travel still plays a big part in it, I love it BUT now it’s become much more tied to those advertising dreams that brought me here in the first place. We’ve had to think beyond booth space and approach sponsorships and activations with creativity and purpose. That’s what’s always really driven me, finding opportunities for creative kids in theatre to come and perform! Now our industry is more willing to think outside the box a little bit and find unique ways to connect with and inspire attendees, and that’s what’s best for me.
Q: What was one of the most important lessons you learned during your career?
Failure happens and it’s okay to fail if you’ve done everything you can to succeed. You can have a perfect picture in your head and put that plan on paper but, for lack of better words, shit happens. Something that seemed like a no-brainer before can end up with 15 new challenges that pop up that you didn’t see coming at all! I used to let my fear of failure stop me from trying something new or sharing a crazy idea. I learned from my failures the hard way (a few times) and it led to success later or other lessons learned. Don’t fail the same way twice!
Related. Meet the TSE 2024 Pioneers: Adam Horne
Q: What or who inspires you to strive for excellence?
My overwhelming fear of disappointing people is probably my most honest answer here. The people I work with have become my family and I simply don’t want to disappoint them. I want us all to win, I want us all to succeed. I’ve known defeat, I hate losing, and we can still do it by striving to be the best.
Q: What has been the proudest moment of your career so far?
My proudest moment in my career so far has been being named a Next Generation Leader in 2022. I have had the opportunity, alongside my NGL colleagues, to share our thoughts on what needs to be done to create a vibrant talent narrative for the events industry. I have been able to travel the world, receive additional speaking opportunities, and have my voice and ideas heard and embraced. And in case you were wondering, the way to create a vibrant talent narrative is to rebrand our industry… The Community Development Industry.
Q: How do you define success?
To me, success is about learning. If you do your homework, are open to new ideas, don’t think you have all the answers, and can clearly articulate your vision to a group that will support you and take a chance on you, you are successful. Not everything will always be traditional “success,” but it’s the knowledge and understanding you can gain that will put you in a position to win in the future.
Q: What aspects of the future of this industry interest you? Why?
Activations and experience! I feel like when I first started in the events industry, I was a real estate agent and nothing more, only as good as the space I had left to sell. Over the last couple of years, there has been a greater appetite from the show organizers themselves to invest in the attendee experience. And not just in terms of registration systems and the flow of an event to the floor. I feel like there has been a more conscious effort to create a spectacle and memories that you automatically get at a B2C event. I’m not saying that these things haven’t happened before, but I don’t feel like the organizers have taken on the responsibility like they used to, it was up to the exhibitors and sponsors to produce or enable.
This change in mentality excites me because it allows our teams to become the trend setters in our sectors. I never wanted to be a real estate agent, I always wanted to be a playful visionary and the opportunities to do so within our sector are increasing!
Q: Any advice for other newcomers?
Don’t be afraid to share your opinion and perspective, but be humble enough to know that you don’t have all the answers. When you can have real conversations with people, you can do amazing things together!
Nominator Quote: “What truly sets Joe apart is his boundless energy and eternal optimism. He approaches every task with enthusiasm and a positive attitude that is contagious. His positivity is a driving force within his teams, motivating them to push the envelope and reach their full potential. They are currently growing double digits in sponsorships and exhibit space for their 2024 events,” Yancy Weinrich, President, North America at CloserStill, said. “His creativity knows no bounds, and he constantly brings new and innovative ideas in sponsorships, activations and experiences for his clients.
Find out more about all the Trailblazers in the June issue of TSE.