Rich Vallaster, CEM, DES serves as the Director of Marketing, Events & the Trade Show Wonk at A2Z Events–Personify. He has spent the bulk of his career in the events business, from large-scale outdoor experiences to tradeshows and conferences. He is an appointed member of the (CEIR) Research Council and is an active member of IAEE and PCMA. He has been quoted and published in the New York Times, Trade Show Executive Magazine, Skift Meetings, Convene Magazine and the Trade Show News Network regarding various events industry topics. Rich serves on several exhibitor advisory committees and regularly speaks to organizers, exhibitors, and attendees at events such as Expo! Expo!, PCMA, ASAE and the Media, Audience & Content Marketing Association. In addition, he teaches in the IAEE Certified Events Manager program as a faculty member.