RX launches guide to industry inclusive events

CHICAGO — RX has released an inclusive event guide for external use so organizers, associations and other stakeholders can learn about its strategies for promoting inclusive experiences at events.

Broken into different stages of the event life cycle—pre-event, on-site, special events and education, networking opportunities, post-event, and speaker/panel prep checklist—the guide provides actionable strategies for each part of the show.

It also goes a step further, giving tangible reasons for taking the action and providing first-hand accounts from program directors on how DEI efforts are impacting their programming.

From creating a sense of belonging and community to mitigating business risks, integrating inclusion efforts into the overall business or consumer activities listed in the guidance can have many positive impacts. trade show director spoke with RX Director of Inclusion and Diversity Ray Rhodes to learn more about this resource and why industry stakeholders should check it out.

MADDY: First of all, we’ve been hearing about DEI for a while, but there’s something more to RX, which is the B (for belonging). Can you talk to us about why belonging is an important part of your inclusion philosophy and strategy?

ray: Belonging goes beyond appearances. It’s about creating spaces where people feel welcome, safe, valued and seen. We want every attendee to be deeply involved in our events and know that their unique needs and identity will be considered at every stage – whether it’s the registration process, event design, marketing materials or networking opportunities. No matter what is happening in the world outside the event, RX strives to create space for our employees and clients where everyone feels they belong.

MADDY: RX has always been a leader in inclusion; RX programs have been shortlisted for or won TSE’s DEI Leadership Award in the Gold 100 and other inclusion awards over the past few years. Why is now the time to deliver these inclusion strategies to the entire industry?

ray: We know firsthand how inclusion changes events. this Inclusive event guide summarizes many of the lessons we learned. Making it available to the wider industry means empowering more organizers and associations to create environments that elevate and add value to events, while promoting equity and access globally. In the long run, we collectively benefit from inclusion.

MADDY: Given the growing social resistance to DEI efforts, why do you think it’s still critical to put inclusivity front and center?

ray: Inclusion is not optional—it’s fundamental. We’ve seen how it fosters innovation, builds resilient communities, and creates meaningful connections. Especially in today’s divided world, events that celebrate differences and create shared experiences have the potential to break down barriers and unite people. At the end of the day, we are in an industry that must always prioritize mindfulness and kindness. It makes good business sense and is crucial to cut through the “noise” of hate speech from a few and remind ourselves that everyone is treated with dignity and appreciation.

MADDY: As mentioned, RX has long been a champion of inclusivity. Can you share some of the overall business impacts of this strategy (increased engagement, increased revenue, etc.)?

ray: Our inclusion strategy results in higher attendance, deeper engagement and more effective partnerships. We’ve proven that inclusivity is not only right, it’s smart. It drives growth, strengthens brand reputation and has a lasting positive impact on our industry. Our clients will notice that we bring a different perspective to the stage, make our showrooms easier to navigate for ease of movement, provide them with a space to decompress when they are overstimulated, or give them a place to rest when they need a break and recharge. Creating inclusive and accessible experiences is important to RX employees, who take pride in creating magic for their customers.

MADDY: What do you think are the most common misconceptions about inclusion efforts at events? How will you solve this problem?

ray: A major misconception is that inclusion is just “good PR” and that it has a high financial cost. The reality is that inclusion is an investment in long-term success. It’s not an extra – it’s a necessity. By hosting future-focused events with a broader perspective and diverse client needs, we add lasting value that far outweighs any upfront costs. In fact, many of the inclusive experiences we create come at no additional cost and can be achieved through thoughtful design or reimagining existing programs and spaces.

MADDY: If you had to pick out three main takeaways from this guide, what would they be?

ray:

1. Representation is transformative — Visuals, speakers, and content should reflect the diverse world we live in. This builds connections and promotes inclusion within the industries we serve.
2. Accessibility is non-negotiable — Carefully designed spaces and services ensure every attendee can fully participate. Promoting the accessibility of our events is vital. For some attendees, these offerings can mean the difference between attending or missing out on an event.
3. Cultural respect enhances experience — Celebrating local customs and embracing cultural differences can enrich events and make all participants feel valued.

Find RX’s guide to inclusive events here.