Most event teams are still measuring trade shows by booth traffic, badge scans, and “good vibes.” But when budgets tighten and leadership wants answers, those metrics stop meaning much. Bethany Gustafson leads events at ACTIVE Network, where her team manages everything from small pop-up trade shows to large-scale flagship exhibits across multiple markets and products. In this episode, she joins Matt Kleinrock to break down what it actually takes to run a high-volume event progr...