ExpoDevCo Taps Danica Tormohlen as SISO Content and Media Lead, Extends SISO Management Agreement

January 5, 2022

The Exposition Development Company Inc. (ExpoDevCo) has been busy bolstering its partnership with the Society of Independent Show Organizers (SISO) by hiring a content and media director and extending its management agreement with the leading trade show industry association.

On Jan. 3, award-winning trade show industry journalist, Danica Tormohlen, assumed the newly created role of SISO’s content director, publisher and editor-in-chief, responsible for all of the organization’s media activities, communications and content creation. She joins the SISO management team full-time after working as an independent contractor on multiple case studies and communications projects for SISO over the last 14 months. 

Having covered the trade show industry since 1994, Tormohlen most recently served as editor-at-large for Trade Show Executive, where she wrote and produced news, features, case studies and profiles, a weekly e-newsletter, social media channels and the website for 10 years. Prior to that, she served as editor-in-chief and publisher of EXPO magazine, where she worked from 1994 to 2010.

“My entire career has been spent in the trade show industry, and I look forward to continuing that tradition by providing relevant and timely content to SISO members through conference programming, newsletters, case studies, social media and online platforms,” Tormohlen said.

During the course of her career, Tormohlen has won numerous awards for outstanding editorial and design, including the Folio: Eddie Award for Editorial Excellence and several Azbee Awards for Editorial Excellence in B2B journalism. She is active in the trade show and publishing industries. 

Tormohlen currently serves as co-chair of the education and events committee for the Women in Exhibitions Network North American Chapter and previously served on IAEE’s education committee. She has spoken at a variety of industry events, including SISO, IMEX, IAEE, UFI, Large Show Roundtable, American Business Media, ASBPE and many more.

In her new role, Tormohlen will also be responsible for developing and managing all SISO conference content, and coordinating and leading the SISO Content Planning Committees. Upcoming SISO conferences in 2022 include the CEO Summit, set for March 21-24 in St. Petersburg, Fla.; the SISO Summer Conference, to be held Aug. 9-11 in Oklahoma City; and the inaugural Asia CEO Summit, scheduled for Oct. 4-6 in Singapore.

“We are thrilled to have Danica joining our full-time staff,” said David Audrain, CEO and partner of ExpoDevCo and CEO and executive director of SISO. “She brings decades of experience in our industry with a tremendous reputation and knowledge that will be incredibly valuable to this new role for SISO.”

Tormohlen can be reached at danica@siso.org. 

In addition, ExpoDevCo and SISO recently signed another three-year extension of the management services agreement currently in place. Originally established in 2015 and running through the end of 2024, the new agreement continues the services provided by ExpoDevCo, including all association staff, member services and event management, with David Audrain continuing to serve as CEO and executive director. 

“We are very pleased to have renewed our agreement with David and the ExpoDevCo team,” said Hervé Sedky, current SISO board of directors chair and CEO of Emerald. “They have done an exceptional job making SISO the most valuable membership a show organizer can invest in. We look forward to the continued growth of SISO under David’s leadership.” 

SISO members include companies, corporations and other for-profit entities that own, produce or provide full-service management of face-to-face trade shows, consumer shows, expositions, conferences and events. SISO membership is a combination of large corporations and small entrepreneurial enterprises that do business around the world. 

Boasting 200-member companies that produce thousands of events across the globe, the organization’s mission is to meet the common needs of its members by providing peer networking opportunities, education, industry information, streamlined business processes and best practices in the industry.  

“SISO is a unique global organization, representing the majority of the largest show organizers in the world, as well as many of the small entrepreneurial ones,” Audrain said. “The SISO CEO Summit is the largest and most important annual gathering of C-Level executives from around the world. SISO has been of tremendous value to me and our company over the years, and I am very happy to be able to give back to an industry that I care deeply about.”

 

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Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.