Recap: 23 Takeaways from the SISO CEO Summit in Austin
April 18, 2025
Held March 31-April 3 at the Omni Barton Creek Resort & Spa in Austin, Texas, the Society of Independent Show Organizers (SISO) CEO Summit 2025 broke attendance records with a total of 325 attendees, of which 22% were first-timers, said SISO CEO Vinnie Polito.
The annual gathering attracted a who’s who of industry leaders, with representatives from all major independent trade show companies, including Informa, RX, Clarion, Access Intelligence, Diversified, Emerald, and more.
If you didn’t attend this year’s event or you want to relive the highlights, we’ve got you covered. Here’s our curated list of 23 photos with key quotes, intelligence and observations from the 2025 SISO CEO Summit. View the entire photo gallery from the SISO CEO Summit here.
1. Research. Freeman presented data from its most recent survey. “Hands-on exposure turns attendees into product advocates,” said Freeman SVP Strategy Ken Holsinger. According to the survey, 96% of attendees said hands-on exposure to products made it easier for me to advocate for the purchase of a product/service.
2. Job growth. Austin, Round Rock, and San Marcos, Texas ranked No. 1 in employment growth from February 2020 to February 2025 among the 25 largest metro areas. Over the last five years, employment growth in the area was 19.2%, said Sage Policy Group Inc. Chairman and CEO Anirban Basu. Rounding out the top 5 list: 2) Orlando, Kissimmee, and Sanford, Fla. (12.4%); 3) Dallas, Fort Worth and Arlington, Texas (12.0%); 4) Tampa, St. Petersburg and Clearwater, Fla. (10.4%); and 5) Phoenix, Mesa and Chandler, Ariz. (10.2%).
3. Economic outlook. “Forecast is for growth in 2025, but there are risks, including rising interest rates and falling asset prices,” Basu said.
4. M&A update. When asked how attractive the U.S. market is, international CEOs are bullish on M&As in the U.S., according to all panelists CloserStill Media CEO Gareth Bowhill, Hyve Group EVP Corporate Development Robert Pfeiffer and Plural Strategy Partner Jonny Baynes. “We are not seeing any pullback on strategic deals, which are at an all-time high right now,” Baynes said.
5. Play the long game. “It took 30 years to build and grow South by Southwest,” said SXSW Co-President and Chief Programming Officer Hugh Forrest. After the launch of SXSW Sydney in 2023 in Australia, SXSW is debuting in June in London.
6. Use AI to improve experience. The key to growth for the next few years: finding ways to meet customers where they are, Forrest said. For example, this year’s SXSW used AI to generate schedules for attendees based on interests. With 40 things going on at any one time, it was one way to improve the experience, he said.
7. Sales vs. Marketing. Who makes exhibiting decisions today? “Marketing makes the decisions on participation and investment,” said GoodRx VP, Growth Marketing Lindsay Merkle.
8. Women’s Forum. The SISO Women’s Forum featured three hours of programming on topics related to emotional intelligence (EI). Sessions included: EI strategies, leading with EI, utilizing EI for successful integration, and M&A through an EI lens.
9. Small Business Roundtable. Expanded to five hours in 2025, attendees had the opportunity to bring up challenges from their own events while diving into key industry topics, including how to: find financing, implement AI solutions, optimize your tech stack, develop innovative event formats, navigate new tariffs, and plan your exit strategy.
10. Networking. The SISO CEO Summit features a plethora of networking opportunities during hosted breakfasts, lunches, dinners, and breaks. On the last afternoon, attendees could select from a variety of activities, from tennis and pickleball to golf and cocktails by the pool.
11. Incoming chair. As the SISO Incoming Chair, Questex CEO Paul Miller planned the programming and content for the 2025 CEO Summit.
12. Sessions. The SISO CEO Summit offered one and one-half days of education. Our three favorite sessions: The Innovation Imperative; What do Attendees Want from an Event?; and What Do Customers Want from an Event? According to Miller, 54% of presenters were female.
13. Location. Tucked into the Texas Hill Country, Omni Barton Creek Resort & Spa sits on 4,000 acres of countryside in Austin. Located 18 miles from the Austin-Bergstrom International Airport, the resort offers 493 hotel rooms and 76,192 square feet of meeting space.
14. Registration. This year’s registration was the highest ever, with 325 industry executives in attendance. The full attendee list can be found here. Badges were printed on recycled paper.
15. Swag. At the reception and dinner sponsored by the Las Vegas Convention & Visitors Authority, hand-rolled cigars were available for attendees.
16. Entertainment. During the evening reception, live entertainment played at the Hill Country Pavilion and Lawn.
17. Business lunch. At the annual business lunch, Freeman Chairman Emeritus Don Freeman Jr. welcomed attendees before Nineteen Group President U.S. Mary Larkin presented Exposition Development Company Inc. CEO and Partner David Audrain with the Krakoff Award.
18. Introductions. Whether you love it or hate it, attendee introductions are an annual SISO CEO tradition. SISO CEO Vinnie Polito kicked off the introductions on the first morning of the event.
19. First-timers. With 22% of attendees joining for the first time, this year’s first-timers reception was bigger than in previous year’s.
20. Women’s meetup. The Women in Exhibitions Network North America hosted a meetup at the event, which was sponsored by Visit Austin.
21. Staging. All sessions were held in the Brazos Ballroom. The podium featured a digital panel with a SISO-brand video graphic.
22. Golf. The annual SISO Golf Tournament, sponsored by Visit Dallas, was held at the Fazio Foothills Golf Course.
23. Cocktails & Talk. For those not interested in sporting activities, SISO provided cocktails and cabanas by the pool for networking.
Looking ahead: The next SISO CEO Summit will be held March 9-11, 2026, at The Sanctuary at Kiawah Island Resort in South Carolina.
Photos: Coleman Photography LLC
Partner Voices
MGM Resorts is committed to fostering an inclusive and diverse culture, not just among employees and guests but also within its supply chain. The company prioritizes procuring goods and services from businesses owned by minorities, women, veterans, people with disabilities, LGBTQ individuals and those facing economic disadvantages. This commitment is integral to MGM Resorts' global procurement strategy.
Through its voluntary supplier diversity program, MGM Resorts actively identifies and connects certified diverse-owned suppliers to opportunities within its supply chain. The company is on track to spend at least 15% of its biddable procurement with diverse-owned businesses by 2025, demonstrating that supplier diversity is not only a social responsibility but also a strategic business imperative.
Supplier diversity isn’t just the right thing to do – it’s good for business. A diverse supply chain allows access to a broader range of perspectives and experience, helping to drive innovation, entrepreneurship and resilience, while strengthening communities. At MGM Resorts, engaging diverse suppliers ensures best-in-class experiences for guests and clients. Supplier diversity ensures a more resilient supply chain while supporting economic development in the communities in which it operates.
The impact of MGM Resorts' supplier diversity initiatives is significant. In 2023, these efforts supported over 3,500 jobs across more than 30 states, contributed over $214 million in income for diverse-owned businesses and generated more than $62 million in tax revenue. The story extends beyond the numbers – it reflects the tangible benefits brought to small and diverse-owned businesses, fostering economic empowerment in their communities.
MGM Resorts also supports the development and business skills of diverse-owned businesses through investment, mentorship and education. Through the MGM Resorts Supplier Diversity Mentorship Program, the company identifies, mentors and develops diverse-owned businesses to fill its future pipeline, while providing businesses with tools and resources to empower and uplift. Since 2017, the program has successfully graduated 105 diverse-owned businesses and is on track to achieve its goal of 150 graduates by 2025.
MGM Resorts’ commitment to supplier diversity not only enhances its business operations but also plays a crucial role in uplifting communities and fostering economic development. This approach reinforces the idea that diversity is a powerful driver of innovation and resilience, benefiting both the company and the wider community.
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