Inside Live Events with Carrie Freeman Parsons (Part 2)
Release Date: 05/14/2025
Inside Live Events with Carrie Freeman Parsons (Part 2)
The Global Exhibitor Podcast
Inside Freeman’s Transformation: Leadership, Culture, and the Future of Events In Part 2 of this interview, continues the conversation with , Chair of the Board at . Carrie shares powerful insights about Freeman’s organizational transformation, the lessons learned through crisis, and her deep passion for leadership grounded in human dignity and flourishing. From reflecting on the post-recession pivot to reimagining the company during COVID, Carrie explains how Freeman has become more consultative, nimble, and mission-driven — without losing sight of its culture-first values....
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Inside Live Events with Carrie Freeman Parsons (Part 1)
The Global Exhibitor Podcast
Featuring the Chair of the Board at Freeman In this episode of , sits down with , third-generation leader and Chair of the Board at , one of the world's largest and most influential event production companies. Carrie shares her deep insights into the evolution of the trade show and live events industry — and why today's environment demands faster innovation, more strategic thinking, and a deeper commitment to audience needs than ever before. Carrie also discusses her recently co-authored book, , and why it serves as a vital guide for both newcomers and seasoned professionals...
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Rebuilding the US Trade Show Workforce with Laura Palker (Part 2)
The Global Exhibitor Podcast
In Part 2 of this insightful conversation, host continues his discussion with , President of the and a honoree. They explore how the trade show industry is gaining recognition through the modernized , making careers in exhibitions more visible in schools and workforce development programs. Laura shares updates on & codes, the initiative, and the growing role of and veteran outreach in attracting new talent. Jeff and Laura also discuss the training course, its successful launch in Atlanta, and its expansion to more cities. They emphasize why industry leaders must invest in training...
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Rebuilding the US Trade Show Workforce with Laura Palker (Part 1)
The Global Exhibitor Podcast
In this first episode, host sits down with , President of the , to discuss the critical challenges facing the trade show industry today. They explore the massive workforce shift post-COVID, the impact of the "Silver Resignation", and the need for skilled workforce development. Laura shares insights into the ongoing efforts to secure industry recognition through and codes, the importance of , and how industry associations must work together to secure the future of exhibitions and events. If you're passionate about the future of trade shows and workforce development, this is an episode you...
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Pat Alacqua: Industry Trailblazer and Co-Founder of Nth Degree (Part 3)
The Global Exhibitor Podcast
In this third episode, welcomes back for a rare look into his ventures since selling . Pat reflects on leadership and his vision for the future. Pat shares how perseverance, determination, and resilience have fueled his successes, including his role in business turnarounds and his recent endeavors. Pat discusses purchasing a local sports complex and transforming it into a national brand through innovative processes for player development, training, and an event model. He talks about his "3C's Process for Faster Growth," as well as his upcoming book, . Pat also reveals plans for an...
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Pat Alacqua: Industry Trailblazer and Co-Founder of Nth Degree (Part 2)
The Global Exhibitor Podcast
In this second episode, delves into ’s journey as a leader and entrepreneur, exploring the emotional and strategic dynamics of building and eventually selling . In this rare interview, also candidly reflects on the toll of seeing valued team members move-on over time – a natural yet bittersweet reality of leading a fast-growing business in a thriving industry where the demand for trained and skilled professionals constantly grows. Pat discusses the complexities of growth, including the decision to hire people from outside the trade show industry to drive transformation and innovation....
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Pat Alacqua: Industry Trailblazer and Co-Founder of Nth Degree (Part 1)
The Global Exhibitor Podcast
In this first episode of the three-part series, conducts a rare interview with , co-founder of , exploring the foundational strategies and challenges that defined the company’s early days. Beyond co-founding Nth Degree, Pat has built multiple successful businesses across other industries and continues to collaborate with business leaders through his consulting services and online leadership and business growth tools, guiding them through challenges to achieve sustained growth. Together, they reflect on how the trade show industry has evolved, Nth Degree’s innovative approach to building a...
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Show-Up & Stand Out: Australian Trade Show Strategist, Jessica Turnbull (Part 2)
The Global Exhibitor Podcast
In Part 2 of this two-part interview, host talks with trade show strategist of in , during . Continuing our enlightening conversation with , we delve deeper into the world of exhibitions and client engagement in Australia. In this episode, you will join us for a conversation about: Insights garnered from advising and training clients on maximising returns The more selective approach to hospitality for trade shows in Australia How to maximize opportunities on the show floor Strategies and tactics that define successful exhibition experiences Gain a deeper understanding of the evolving...
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Show-Up & Stand Out: Australian Trade Show Strategist, Jessica Turnbull (Part 1)
The Global Exhibitor Podcast
In Part 1 of this two-part interview, host talks with trade show strategist of in , during . During this conversation, shared insights into her journey, having co-founded with her stepfather, Chris Lamb some years ago. Their approach to the business is truly distinctive, placing strategy at the forefront – followed by outstanding design. Their forward-thinking mindset has positioned them ahead of the curve, consistently delivering clear value to their clients. In this episode, we discuss: The significance of a holistic approach to maximize opportunities on the show floor The shifting...
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Three Generations in Mexico with Francisco Collazo (Part 2)
The Global Exhibitor Podcast
This is Part 2 of a two-part interview with international industry leader and designer , Partner and CEO of in . In this fascinating conversation, shares his extensive journey into the exhibition industry, tracing the evolution of his career from its inception as a young boy working with his father. More than 40 years later, Francisco’s company is now well into its third family generation and has established an outstanding reputation for themselves globally in the industry. Host asks to share the transformative shifts he has witnessed in the Mexican exhibition landscape over the...
info_outline Inside Freeman’s Transformation: Leadership, Culture, and the Future of Events
In Part 2 of this Global Exhibitor Podcast interview, Jeff Hannah continues the conversation with Carrie Freeman Parsons, Chair of the Board at Freeman. Carrie shares powerful insights about Freeman’s organizational transformation, the lessons learned through crisis, and her deep passion for leadership grounded in human dignity and flourishing.
From reflecting on the post-recession pivot to reimagining the company during COVID, Carrie explains how Freeman has become more consultative, nimble, and mission-driven — without losing sight of its culture-first values. Carrie also discusses her recently co-authored book, Inside Live Events, and why it serves as a vital guide for both newcomers and seasoned professionals navigating the changing landscape of face-to-face marketing.
Reinvention at the Core: Staying Relevant in a Changing Landscape
Freeman’s staying power — 98 years and counting — is no accident. Carrie outlines a three-pronged approach to staying agile:
“First and foremost, we are healthily paranoid… There’s always a healthy paranoia around like, what if we’re disrupted?”
That mindset is paired with a relentless customer focus and a “learning mindset” embedded in Freeman’s culture. From embracing design thinking to proactively studying emerging trends like AI, Freeman is constantly reinventing itself to stay ahead.
Vision 2025 and a Strategic Shift
A key turning point came after the 2008 recession — the first time the trade show industry had taken a real economic hit. Freeman recognized that just delivering logistics wasn’t enough anymore.
“It sort of smacked us in the head… if we don’t help our customers solve these problems, then we’re not going to have work to produce.”
In response, they launched Vision 2025 — a bold initiative to evolve Freeman into a strategic, consultative partner, not just an executional one. That vision included investing in creative and strategic services, enhancing efficiency, and redefining how Freeman delivers value.
How COVID Accelerated Change
While devastating, the pandemic forced Freeman to put transformation into overdrive.
“We had no business to produce… so we used that time to reimagine operations, reduce costs, and help our customers rethink their events.”
The crisis pushed clients to rely more heavily on Freeman’s strategic services — and allowed the company to emerge leaner, smarter, and better positioned for the future.
Culture Is the Engine
At the heart of everything Freeman does is its culture — one Carrie fiercely protects and nurtures.
“There is not a moment that we take our eye off the ball… If you take your eye off that ball, bad things can slip in.”
She reflects on the evolution of Freeman’s explicit values, the importance of appreciation, and how good leadership is ultimately about creating an environment where people thrive.
“What if everybody went home feeling valued — and that made their families stronger? That’s the ripple effect we want.”
Advice to Newcomers: Events as a Human-Centered Industry
To those just entering the events world, Carrie offers encouragement and inspiration:
“This industry is human-centric. It’s about creating meaningful connections — and if you do your work well, you’re part of something that has real impact.”
She emphasizes the diverse opportunities the industry offers — from lighting design to marketing strategy — and the importance of joining a team-oriented, dynamic environment.
Final Takeaway: Events Are a Team Sport
As Carrie says, live events are “a team sport.” The energy, challenge, and impact of the industry are powered by collaboration — and by leaders who care deeply about people.
References & Links:
Part 1 of my interview with Carrie
Inside Live Events (book by Carrie Freeman Parsons & Bob Priest-Heck)
Everybody Matters: The Extraordinary Power of Caring for Your People Like Family (book by Bob Chapman & Raj Sisodia)
The Soul of Money: Transforming Your Relationship with Money and Life (book by Lynne Twist & Jack Canfield)
High Point University – Event Management Program
LinkedIn: Carrie Freeman Parsons
Website: Freeman