Mike Carlucci is a self-described big kid at heart. So it may be small wonder that the senior vice president of revenue and specialty events at Clarion UX, formerly Urban Expositions, is a big fan of Halloween, and his company has seen considerable growth in its Halloween expo events. Although the holiday itself has seen increased popularity not just in the United States, but globally as well, Carlucci says Clarion UX has grown the Halloween expo through embracing data analytics and customer feedback.
In fact, Carlucci believes data is the biggest trend in the events and exposition industry today.
“Data right now is at the forefront of everything,” he says. “We use data for everything. How do customers perceive the show? How are we interacting with customers? I think we are behind in customer insight, quite frankly. The trade show industry is a bit behind in what other industries are doing with data.”
Data such as demographics, geographic information and what the customer wants to see—both on the exhibit side and the attendee side—will help the industry expand and grow, he says.
Carlucci began his career in the events/trade show industry after graduating from Bentley University in Waltham, Massachusetts. Getting his degree in the heart of Boston Red Sox territory was a bit of a personal test for the New York Yankees fan, he jokes.
“Sales is in my blood,” Carlucci says of his business management degree. “But the face-to-face component is what drew me to the events industry. If I could merge those two worlds, I knew I’d thrive.”
He spent 13 years with Reed Exhibitions, beginning in sales and eventually leaving as group portfolio director, where he oversaw sales on a large portfolio of events including Global Gaming Expo, Vision Expo and BookExpo America.