TMS. Could you share your journey to becoming the CEO of IMEX Group? What inspired you to join the events industry?
Carina Bauer. My father Ray Bloom has enjoyed a long career in the business events industry and so I was able to discover the sector from a young age. I attended various industry events with him – in fact some of our summer holidays were even planned around these shows – and I was hooked from there! I ‘officially’ began my career in the meetings industry in 2002 as marketing and operations director for IMEX Frankfurt as part of the original launch team. Ahead of the expansion of the IMEX brand into America in 2011, I was appointed CEO of the IMEX Group.
TMS. What were some of the key milestones or turning points in the growth and development of IMEX under your leadership?
Carina Bauer. The launch of IMEX America was a major milestone, and the show has grown substantially since then – in fact it’s been recognised as one of the fastest growing tradeshows in the US. This is in no small part thanks to the hard work, dedication and sheer passion of the team here in the UK and our partners in the US. We work together to evolve the show each and every year and we’re set to develop it further as we approach the 14th edition this October.
Another milestone was, of course, the pandemic. It was devastating to have to cancel some of our shows and to witness the wider the impact on the global industry. What really shone through, however, was how our sector pulled together, responding with flexibility, compassion and creativity – and ultimately bouncing back. The lack of live events during that time really proved, if we didn’t already know this, the power of in person experiences.
Finally, the integration of technology is core to the development of our shows, both now and in the future. We’re looking at how we can harness tech to enhance the event experience for all attendee types – both buyers and suppliers – and remove any friction points. For example, we recently made improvements to the IMEX event platform to streamline the registration and user journey, and we’ll continue to iterate, invest and improve as we go along and as the technology advances.
TMS. IMEX is a key player in the global MICE sector. How do you define IMEX’s mission and role in shaping the future of the events industry?
Carina Bauer. IMEX is in a unique position in the global events industry. The international significance of our two shows along with our deep relationships across the sector, means that people look to us to lead, to have a voice and to represent the best interests of all involved. I’ve learned not to take this responsibility lightly and it’s embedded into our company values and a crucial part of how we design our shows.
One issue that’s set to significantly shape our industry both now and in the future is the need for all of us, individuals and businesses, to consider our carbon footprint and our impact on the world. Through our Environmental, Social and Governance (ESG) strategy, which we’re set to share soon, we’re challenging ourselves and others to deliver as much positive social and economic impact as possible for the high environmental cost of international travel. It’s a complex issue, but we’re wholeheartedly committed to helping our industry work toward net zero in line with our vision – a thriving global events industry focused on positive change. We see our role as encouraging and influencing others in the sector to take as much action as possible to help address what we firmly believe is a climate crisis that’s already impacting all of our lives.
TMS. IMEX is known for its focus on both in-person and hybrid events. How do you see the balance between virtual, hybrid, and physical events evolving in the coming years?
Carina Bauer. Although we flipped to virtual events during the pandemic, we’ve brought the focus back to what we do best – and that’s in person, live events. We use technology to enhance our live events and this includes hosting a small number of online events – bespoke pre-show webinars for specific audiences, for example. But the power of a shared experience cannot be underestimated, and while digital offerings can partially fill that gap, deeper connection and fulfilment requires people to be physically together. I can only see this need strengthening in the future.
