Insight From The Experts: Sandy Chapin

At Jacoby Expo, we value the insight that leading experts in our industry have to offer. That’s why we are excited to announce a new feature on our blog we are calling, Insight From The Experts. 

Our guests will be sharing their tips and secrets to success in the trade show world with you!

Learn from the best in the business as they cover a wide range of topics from valuable lessons learned to the future of trade shows. Join us as we glean from their years of experience and knowledge.  We are looking forward to this new opportunity, and we hope you are too.


Name: Sandy Chapin, CEM

Title: Director, Exhibitions & Events

Company: Semi America

Sandy Chapin has worked in the trade show industry for more than twenty-five years in the non-profit and private business sectors. She has held various management positions in trade show management and has produced both trade and consumer events ranging from 100-20,000 attendees. She is currently the Director of Exhibitions & Events at Semi America and is responsible for leading the overall management of planning, producing and managing the annual SEMICON West exhibition.

What is the one thing you make sure to do at every show?

Have fun. Seriously, we work hard planning every detail leading up to the show and once on-site when execution starts you hope everything will fall into place so the best advice is do not stress and enjoy all the hard work you put into it!

How do you define or track the success of your show?

I use key metrics to define success such as budget goals, # of booths sold, # of attendees, post-show attendee and exhibitor surveys and net promoter scores etc. These are measurable by data. However, I also define success from outside perspectives. I also solicit internal staff feedback which is more anecdotal, but it’s important to gage others perceptions too.

How do you continually improve your show year after year?

More than ever it’s important to create attendee engagement experiences on the show floor. We are doing more of this by tying in new vertical markets we now occupy. These experiences offer VR and AR features along with Meet the Expert. Additionally, we have created sponsorships that will allow for branding, lead generation and thought leadership opportunities.

What is the most valuable lesson you’ve learned?

It’s important to have a cohesive team to help execute successfully. Everyone has a key role regardless of their position.

What does the future of trade shows look like to you?

I believe tradeshows will continue to offer Content, Community, and Commerce, however, the traditional means or how we know it today will definitely look different. Attendees want engagement and unique experiences so show organizers along with exhibitors will need to get more creative.