Meet Certified Event Designers Ana Maria Viscasillas - https://www.linkedin.com/in/amviscasillas/ and John McHugh https://www.linkedin.com/in/john-mchugh-cmm-87367320/ in conversation with Ruud Janssen at live #IMEX25 in Frankfurt. 

At IMEX Frankfurt 2025, the global events industry's premier trade show, Ana Maria and John, two seasoned professionals, engaged in a thought-provoking dialogue about the industry's evolution and future. Ana Maria, former chair of the Events Industry Council (EIC) and architect behind the Puerto Rico Convention Center, shared her journey from the National Restaurant Association (NRA) Show to leading Discover Puerto Rico. She introduced the Future Studies project by MMGY NextFactor, which informs Destination Next, a strategic roadmap reshaping global destinations.
John, an entrepreneur who transitioned from finance to events, emphasized the transformative power of certifications like Certified Meeting Management (CMM) and Certified Event Designer (CED). He unveiled Trident Experiential, his new venture focused on elevating business meetings, and drew insightful parallels between event planning and Maslow's Hierarchy of Needs.
Both speakers championed the Event Canvas methodology, tracing its origins to the first CED cohort at San Diego State University, where David Kleiman's project for Puerto Rico showcased its potential. They highlighted the upcoming CED Cohort 58 in West Lafayette and a recent certificate program at the Marriott, featuring Marina Bay Sands' innovative event design lab.
The conversation touched on Design2Change, exploring how purposeful dialogues drive industry transformation. Reflecting on IMEX's evolution, Ana Maria reminisced about first presenting the Puerto Rico Convention Center at the event. They marveled at the current IMEX's vibrancy, from the anticipated gala at Alter Oper to the international exhibits in Hall 8, including Malaysia's aromatic spice market.
Echoing insights from Kai Hattendorf, they underscored the events industry's diplomatic role, noting that while conflicts may begin with hostilities, they often conclude in conference rooms. The speakers highlighted the industry's economic impact, citing EIC research of 1.6 trillion annual attendees and 27 million supported jobs globally.
As they concluded, Ana Maria and John looked ahead, envisioning how Destination Next and continued professional development will shape the industry's future. Their conversation at IMEX Frankfurt 2025 not only reaffirmed the enduring value of face-to-face meetings but also showcased the event's role as a crucible for innovation and connection in the ever-evolving world of global events.
Speakers
Ruud Janssen
Managing Partner - Founder
Event Design Collective GmbH
John McHugh
CEO + Owner
Trident Experiential
Ana Maria Viscasillas
Executive Consultant
MMGY NextFactor
See the key takeaways, idea cloud and summary in 70 languages here courtesy of Snapsight - https://www.snapsight.com/live-channel/465726da-c554-49a5-b7bd-d51bba18d2f7/ad387ee1-521d-43ca-932c-64921fa6b1a5/attendee?tab=takeaways

New tracks tagged #Trident Experiential