Episode #70
Storytelling at Scale: Inside NAB Show with Karen Chupka
In this episode, Trade Show Talk Host Danica Tormohlen explores how Karen Chupka , Executive Vice President of Global Connections and Events at the National Association of Broadcasters (NAB), reveals how her team is transforming one of the industry's longest-running trade shows into a hub for innovation—where AI, creator economy, and sports media collide—by expanding its narrative beyond conventional broadcasting. Context: The NAB Show ranked 17th on TSNN's Top 250 list of trade shows in 2025, when more than 54,00 people and 1,146 companies exhibited at that year's event. T he 2026 NAB Show, held April 18–22 at the Las Vegas Convention Center, welcomed more than 58,000 registered attendees from 146 countries, underscoring its expanding international footprint. Almost one in four participants traveled from outside the U.S. (22%) while 48% were first-time attendees. The 2026 show featured more than 1,100 exhibitors spread across the equivalent of nearly eight soccer fields, with 132 first-time participants showcasing their innovations. Global brands on the show floor included Sony, Canon, Ross, Blackmagic Design, Adobe, Google Cloud, AT&T, and AWS. NAB Show attendees now include creators funding their own content, sports teams engaging fans like never before, and corporate brands building in-house studios to tell stories at scale. Discover how NAB is rebranding to reflect today's media landscape—highlighting tools for everyday storytellers, from social media influencers to news crews—and opening new avenues for audience engagement. Chupka shares behind-the-scenes strategies that led to a 140% surge in creator attendance, and how AI, data unification, and personalized marketing are revolutionizing event planning and attendee experience. Chupka emphasizes the importance of innovation, community-building, and leveraging data-driven insights to stay ahead. Related: The 2026 NAB Show Showcased the Next Chapter of Storytelling with More Content Creators, AI Chatter, and Lots of Sports Media Attendees Key Topics: Chupka's transition from CES to NAB and lessons learned about industry transformation Rebranding NAB to highlight its broader focus beyond traditional broadcasting The exploding creator economy and new attendee sectors like sports and corporate media Integrating data, AI, and personalization in event marketing and attendee engagement Strategies for attracting international attendees and emphasizing community building The role of technology, content partnerships, and diversity in future event planning Ongoing industry challenges, including government proposals affecting event security and attendance Chupka's leadership tips and rapid-fire insights into event experiences and personal favorites Advocacy and Policy Update with ECA's Tommy Goodwin Tommy Goodwin , President and CEO of the Exhibitions & Conferences Alliance (ECA), closes the episode with an important advocacy-focused discussion about policy proposals that could negatively affect conference attendance, event participation, and the broader live events ecosystem . The conversation highlights how federal grant restrictions may discourage organizations and individuals from attending conferences, while also creating operational challenges for venues and event organizers. Goodwin emphasizes these proposals are not just administrative details—they could have real consequences for the health of the events industry, reducing attendance, limiting knowledge-sharing, and weakening the economic impact of face-to-face gatherings. The segment underscores the need for the industry to stay informed, respond through the public comment process, and support efforts that protect the value of in-person events. ECA is calling for the complete withdrawal of both proposed changes, and they are asking for the industry's help . ECA has provided a template to submit a comment letter to the Office of Management and Budget by July 13 but recommends tailor ing and personaliz ing the letter before submitting . Here's a link to the template and more information . Related: ECA Sounds Alarm on OMB Proposal Targeting Meetings, Conferences and Event Services K ey Takeaways: Federal grant proposals could reduce conference attendance and create barriers for event participation The live events industry depends on strong, accessible in-person gatherings Advocacy and public comments are essential tools for influencing policy outcomes Industry stakeholders should stay engaged to protect the future of events Timestamps: 00:00 - Introduction to Karen Chupka and her industry impact 00:46 - Karen's career evolution from CES to NAB and key learnings 01:37 - Massive growth at the NAB Show and upcoming innovations 02:06 - Navigating media industry transformation and new audience opportunities 03:02 - Lessons from CES that inform NAB strategy 04:20 - Efforts in rebranding NAB beyond traditional broadcasting 05:36 - Expanding storytelling and highlighting new media tools 06:17 - The importance of embracing the creator economy and new sectors 07:11 - Marketing strategies for diverse attendee groups 08:10 - Data unification and AI use to personalize attendee experiences 09:24 - The future of in-house production and creator-led content 10:47 - Building community and engaging international audiences 11:08 - Karen's role, team management, and leadership approach 12:34 - Investment in internal marketing expertise and technology platforms 13:00 - Leveraging behavioral data for better attendee insights 14:34 - Tech stack, dashboards, and AI tools that enhance event planning 15:35 - The significance of clean data and event personalization 16:28 - Creating dashboards for real-time sales and marketing decision-making 17:26 - Tracking and analyzing attendee behavior to optimize experiences 18:42 - Upcoming NAB New York and its focus on live production and creator communities 20:51 - The impact of creator influence on event attendance and content 23:17 - The sports content revolution and athlete branding at NAB 26:27 - Launching creator councils and VIP programs to deepen engagement 29:13 - Strategies for growing the international audience and community 31:03 - The value of community and high-end production tools at NAB 32:22 - Karen's favorite show floor snacks, memorable moments, and guilty pleasures 34:40 - Travel rituals and shoe collections that keep Karen energized 36:24 - Advice to her younger self about self-care and balance 37:04 - Upcoming industry advocacy efforts and government proposals impacting events with Tommy Goodwin 39:01 - How federal grant regulations threaten conference attendance and event services 44:00 - How industry stakeholders can participate in the regulatory comment process 47:32 - Final thoughts on advocacy efforts to safeguard face-to-face events Guest bio: Karen Chupka E VP, Global Connections and Events, National Association of Broadcasters Karen Chupka is a seasoned executive in the exhibition industry whose expertise is in planning large-scale technology events. Chupka joined the National Association of Broadcasters in January 2024. In her role at NAB, she oversees the strategy, growth and execution of NAB Show, helping shape the event as a premier global gathering for the broadcast, media and entertainment industry and strengthening NAB Show as the marketplace for media innovation. Prior to joining NAB, Chupka spent over two decades at the helm of CES® and was instrumental in making it the global platform for introducing new and innovative technologies. Chupka has a broad level of experience in both live events and digital. She led a $120 million business and had oversight for sales, marketing, operations, and content development . She was also responsible for events outside of the U.S. including the launch of CES Asia in Shanghai, China in 2015. She has served on many boards of various exhibition industry organizations and has received numerous awards for her contributions both to the exhibition and technology industries. In 2022, she was recognized with an industry "Icon" award by TSNN, Trade Show Network News. She is a member of IAEE (International Association of Exhibitions and Events).
