TSE Fastest 50 Recap: What Top Trade Show Organizers are Doing Differently

Unlike many executive events that begin with heavy programming, the TSE Fastest 50 Awards & Summit kicked off with a nature-forward activation in Wild Florida. Day one of the event pulled organizers out of conference rooms and into the open air—creating early momentum for genuine conversations before sessions began.

Swapcard joined to hear directly from the teams behind the country’s fastest-growing shows. From pricing shifts and exhibitor retention to the realities of navigating travel, tariffs, or legislative uncertainty, organizers shared how they’re adapting under pressure.

What organizers are up against—and how they are responding

Trade show organizers are navigating a few challenges:
• Exhibitor rebooking often drops after year one, even at successful shows—making retention harder to sustain.
• International tariffs are discouraging foreign exhibitors from investing in U.S.-based shows.
• Tax exemptions for association events are under review, creating legal and financial uncertainty.

The response from top organizers is not to double down on what worked before. It is to redesign event strategy around what is measurable, repeatable, and valuable across the event lifecycle.

How NAVC’s successfully scaled growth for their leading conference—VMX

One of the most practical sessions came from Joe Sorrentino and Summer Graziano at VMX, the North American Veterinary Community’s (NAVC) flagship event. This event leaned heavily into a throwback theme—celebrating its 1983 origins with a full 1980s aesthetic.

Instead of raising prices, they introduced a new pricing dynamic, dropping ticket prices from $750 to $125. That shift drove 12,000 more attendees year-over-year. It also led to clear exhibitor impact—more leads, more visibility, and stronger rebooking performance. Eight of their top 20 exhibitors doubled their booth size.

The team did not just rely on theme or nostalgia. They also layered in tools that made the experience easier to navigate, including virtual access, session Q&A from anywhere, and personalized content using AI. Most importantly they were able to capture data to prove the event’s ROI, showing an increase in leads from 350 to 650 per exhibitor.

Behind every event stage is hard work and real decisions

The event made space for stories that do not always get shared. Mary Beth Shaughnessy from RX spoke about starting as a temp before moving into a full-time role in customer success. She eventually became the director of the ISC Security Events portfolio. Her advice was simple: say yes to new opportunities and take risks. Her story resonated with a room full of people used to adapting under pressure.

The summit ended with a celebratory gala honoring not just speed, but events that are learning as they grow.

Honorees included:

• ABC Kids Expo, which took home multiple awards including the Rockstar Award
• Pizza Tomorrow Summit, recognized for the fastest-growing food show by blended growth
• CES, honored for the fastest-growing annual show in sheer numbers in net square feet, exhibitors, and attendance

The evening reflected how much work goes into building events that balance creativity, business impact, and community.

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What event organizers should take away

The most effective organizers shared how they are:

• Designing pricing models that boost attendance by lowering ticket barriers and shifting revenue to high-value exhibitor and sponsor packages.
• Tracking rebooking and lead data early—not just post-show
• Creating organic moments that build connections, not forcing them through programming

The organizers behind today’s fastest-growing shows are focused on outcomes they can prove. They are testing pricing, leveraging data, and rethinking how and when they connect with their communities.