Evolving Engagement: How Digital Tools, Immersive Designs, and Workforce Shifts are Reshaping Events
The event industry is evolving fast; digital tools are now essential for sparking and sustaining community engagement. In our latest Community Catalyst interview, Fuse sat down with Rich Vallaster, Senior Director of Industry Relations and Community Engagement at Personify, to explore how technology, immersive event designs, the changing workforce dynamics are reshaping the way events forge meaningful connections.
As Chair of the Center for Exhibition Industry Research (CEIR) Council and an active member of IAEE and ASAE, Rich is at the forefront of shaping our industry’s future.
Read our conversation below and don’t miss the interview:
Q: What I wanted to start out with is what initially drew you to the event industry?
You know, I wish I could say it was genius on my part, but one of my first jobs my boss said, “You seem to really enjoy events. There are a lot of opportunities to volunteer locally and get out there at events.” So I started my career in large-scale outdoor city-wide events—and I haven’t looked back since.
Q: What emerging trends or technologies do you feel will shape the future of community building and engagement?
I think it’s a great way to think about it. As an industry, we often talk about engagement—this 365 model and all that. But I see technology now connecting us in ways that drive the in-person experience. We went through the great experiment called the pandemic and learned that while we’re familiar with online tools and communities, we’re still human and crave in-person connection. The current trend is using digital content to support and drive attendance at live events, keeping our community informed and excited about upcoming gatherings.
It’s also about being great speakers and engaging with the community—not just presenting. We even joke about FOMO by sharing “look what you missed” content. But nothing beats the networking and connection that happens only when you’re there in person.
Q: How should event professionals approach AI, especially if they’re just starting out?
It’s been interesting. In our industry, nobody has endless time or resources. I expected AI adoption to skyrocket, but it made me rethink our readiness. Essentially, AI can help us automate mundane tasks in event management so we can focus on higher-value interactions with exhibitors, sponsors, and attendees. I encourage folks to set aside time to experiment. For example, Sparkit.ai is one of my favorite tools—it’s designed for event professionals. Even if you’re already familiar with ChatGPT for writing emails, try experimenting safely (always remove sensitive data) to see what new insights you can uncover—like analyzing survey data in ways you never thought of.
Q: And what about using AI for exhibitors—say, creating designs for the trade show floor? What are your thoughts?
I actually did a session on that. Some exhibitors use AI to generate a starting point for booth designs—like suggesting hardwood floors or specific colors. It can be pure inspiration. Then, you take that concept to your expo group or vendor and see if they can bring it to life. I also look at AI for lead follow-up and marketing outreach. It’s about finding areas in the exhibiting process where AI can speed things along.
Q: Switching gears a bit, can you talk about some recent immersive event designs that have really stood out to you?
Absolutely. While many think of massive shows like CES, sometimes it’s the smaller, creative ideas that resonate most. For example, the American Society of Landscape Architects (ASLA) created a “dog park” space at their event in D.C. I’ve been attending for almost a decade, and this setup really encapsulated innovative engagement. They didn’t just have puppies—they also offered agility tests and involved multiple exhibitors and sponsors. Each contributed to the park (even companies that sell indoor turf or waste management products), making it both an immersive experience and a revenue-generating idea. It’s a perfect example of merging cool engagement with smart show management.
Q: What are some best practices for engaging attendees on the exhibit floor?
Certainly. We often get so used to the environment that we tune out the attendee experience. I recommend “shadowing” an attendee to see things from their perspective. You might miss signage or wayfinding details because you already know the layout. Auditing your event from the attendee’s point of view is critical. I even joke about how my mother would navigate differently than I do. Considering segmentation—like how a first-time attendee’s experience might differ from a veteran’s—is also key. Even simple things, like ensuring the event date is visible on your website, can be overlooked when you’re too familiar with the venue.
Q: How do you address the diverse needs of different generations at events?
The first step is to ask them—segment your data or surveys. For example, if 96% of attendees are satisfied overall, break that down by first-timers versus repeat attendees to understand specific needs. Younger audiences might not be as familiar with trade shows, so you need to be clear about what they can expect. Also, with the rise of remote work, some people treat trade shows as their water cooler—their primary way to connect. So, tailoring your approach and using data to drive those decisions is essential.
Q: What strategies bridge the gap between digital and in-person networking?
It’s a balancing act. Our attention spans are shorter than ever. While a packed schedule can be impressive, it’s important to build in time for attendees to digest information. Programs that include “white space” or break sessions into content and interactive roundtables work well. The goal is to transform theory into action by encouraging creative engagement among attendees and exhibitors. Without these opportunities, people may disengage—even if CEU requirements dictate long sessions.
As we navigate the evolution of community engagement in the event industry, technology, immersive designs, and shifting workforce dynamics are becoming essential to creating impactful experiences. Rich Vallaster’s insights remind us that while digital tools like AI streamline operations and enhance creativity, nothing can replace the valuable in-person connections fostered at events. There’s no one-size-fits-all approach, and as the landscape changes, event professionals must remain agile, willing to experiment, and continuously seek the sweet spot between innovation and connection to build successful, future-forward events.
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