As we gear-up for ISE 2016, Mike Blackman, Managing Director, Integrated Systems Events talks to AV News editor Bryan Denyer about, among other things, the continuing success of the ISE event, the impact of growth, rising costs, sustainability and digital media on the in-person format of the event.
AVNews: ISE has retained its popularity despite the challenges posed by digital media and competing events. Is this because there’s still no real substitute for face-to-face interaction when it comes to building trust and rapport?
MB: Absolutely. Face-to-face interaction remains irreplaceable when it comes to building genuine trust and meaningful business relationships. Digital platforms are fantastic for communication and information sharing, but they simply can’t replicate the nuances of in-person engagement. The spontaneous conversations when walking the show floor, reading someone’s body language, the energy of a handshake or a shared laugh, these moments are often where real partnerships are born. ISE continues to thrive because it provides a space where people can connect on a human level and spark collaborations that go far beyond the show itself. In a world that’s increasingly dominated by screens, the personal connections formed at ISE are still incredibly valuable.
AVNews: From an attendee’s perspective, ISE offers the chance to see, touch, and experience products first-hand. However, does the scale and growing diversity of the show create challenges in maintaining that hands-on experience?
MB: That’s a very fair point, and it’s something we’re very mindful of. As ISE continues to grow, it’s our responsibility to make sure attendees don’t lose that immersive experience that sets the show apart. We do this by carefully designing the show floor, curating Technology Zones for easy navigation, and creating interactive demo areas that make it easy for visitors to explore and engage with the innovations that matter most to them. We also work closely with exhibitors to encourage experiential displays, so attendees can see products in action and even try them in real-world scenarios. Growth certainly brings greater diversity, but we’re committed to ensuring it never comes at the expense of that direct, tangible engagement that makes ISE so special.
AVNews: ISE brings together decision-makers from multiple related sectors, allowing participants to network with a large number of relevant contacts in just a few days. Does the size of the event ever become a drawback in this regard?
MB: The size of ISE can feel overwhelming at first glance, but we actually see it as one of our greatest strengths as we manage it thoughtfully. With so many sectors and so many potential connections under one roof, the real challenge is helping attendees focus on what matters most to them. That’s why we invest heavily in tools and resources to make networking as effective as possible, for example the ISE website now has the ability for users to create their very own event schedule – it simply asks for your company and job title, then uses AI to pull together a list of events personalised to you.
The event’s scale gives you access to an extraordinary breadth of contacts, but our goal is to make sure every connection counts.
AVNews: As ISE continues to expand, absorbing new product categories and niches, is there a point where growth in scope could become counterproductive?
MB: Expansion must be strategic. We’re mindful of the need to maintain coherence and relevance for our audience. We regularly consult with our advisory boards and stakeholders to assess new opportunities and ensure that any addition genuinely adds value. If we ever felt that growth was starting to dilute the show’s focus or overwhelm visitors, we wouldn’t hesitate to pause and reassess. The priority is maintaining ISE as the central hub for the AV and systems integration community, rather than trying to be everything to everyone. Growth is exciting, but relevance and clarity are always our guiding principles.
AVNews: Do you believe it’s still possible for a new brand to compete effectively against established players at ISE?
MB: It’s definitely possible – one of ISE’s real strengths is its ability to level the playing field. Innovation Park is central to that; it’s a dedicated area specifically designed to showcase emerging companies and breakthrough technologies. It gives new brands a platform to demonstrate their solutions in a highly visible part of the show, allowing them to engage directly with potential customers and partners. Beyond exhibition space, Innovation Park fosters interaction through curated presentations, pitch sessions, and networking opportunities, helping startups tell their story in a way that resonates. With the right preparation and a compelling offering, new brands can stand out and make meaningful connections, gaining traction that can shape their future in the industry.
AVNews: We’ve heard some concerns from exhibitors about the rising costs associated with exhibiting in Barcelona. Do the original arguments for moving from Amsterdam still hold true today?
MB: The move to Barcelona was always about the long-term potential of the show – its ability to grow, innovate, and provide an exceptional experience for both exhibitors and attendees. The city’s infrastructure and venue facilities give us the flexibility to deliver a world-class event that simply wasn’t possible in Amsterdam. We continue to listen to feedback and look for ways to create an environment where our community can truly thrive.
AVNews: What steps are being taken to ensure attendees are qualified buyers actively seeking new products and solutions — and that they represent strong ROI for exhibitors?
MB: Ensuring a high-quality audience is a top priority for us. Our registration process gathers detailed information about attendees’ roles, responsibilities, and areas of interest. We also provide tools for pre-show appointment scheduling and host exclusive networking events that connect exhibitors directly with influential buyers. The goal is to make sure exhibitors are meeting people who are actively looking for solutions, so every interaction has the potential to generate meaningful business outcomes.
We also offer a host of matchmaking formats throughout the show, including ‘Speed-Dating Night’ on Tuesday 3 February, 17:00-18:00, which offers fast-paced networking for startups, investors, and innovation managers. ‘Innovation & Startup Matchmaking’ is all day on Wednesday 5 – Thursday 6 February. Here, investors and innovation managers gain tailored insights into the most relevant innovators, startups and scaleups, based on their specific search fields and innovation needs. Be sure to register for these as spaces fill up quickly!
AVNews: To what extent does ISE support exhibitors post-show in following up leads and closing deals?
MB: ISE’s role is really about creating the environment and platform that makes follow-up and relationship-building possible. From the moment exhibitors’ step on the show floor, we provide tools and spaces that make it easy to capture and organise leads, and to engage with the right contacts. Ultimately, the real value often emerges after the show, as exhibitors follow up and develop the relationships sparked at ISE. Our focus is on giving them the structure and visibility they need to turn those initial encounters into long-term partnerships and opportunities.
AVNews: What more can ISE do to extend the value of the show — for example, through additional media or ongoing engagement to improve overall ROI for exhibitors?
MB: We already provide a range of tools and platforms designed to help exhibitors extend the impact of the show well beyond the four days on the floor. Our complementary press opportunities including the digital press kit which makes it easy for exhibitors to upload and share news directly with media, and the Exhibitor Back Office allows you to upload up to three press releases, easily accessible to all visitors and media.
ISE Show TV is another key channel that we offer, giving exhibitors the chance to showcase products and stories to a wider audience. Together, these resources create multiple touchpoints that keep exhibitors visible, help them connect with the right audiences, and support ongoing engagement.
AVNews: Many trade shows now include virtual components to expand reach beyond physical attendees. How is ISE using digital tools to enhance, rather than replace, the in-person experience?
MB: Our focus has always been on creating an exceptional in-person experience. We want attendees to be on the show floor, seeing, touching, and experiencing the technology first-hand. Digital tools are there to complement that experience, not replace it. As I mentioned, ISE Show TV captures videos on the show floor, including product demos, Q&As, and 360-degree stand flythroughs. These are promoted during and after the show via the RISE website and newsletters, extending the reach of exhibitors’ stories.
Also, for ISE 2026 as part of our evolving content programme offerings, attendees with a Megatrend session ticket will have access to the online recordings for 2 weeks post-show, to catch up and refresh their knowledge.
AVNews: What are ISE’s current educational and CPD objectives, and how have these evolved over the years?
MB: Education is at the heart of ISE, and our programme is designed to give attendees the insight and tools they need to stay ahead in a fast-moving industry. We offer a comprehensive range of sessions covering everything from AV and systems integration to digital signage, smart building technologies, and beyond. This year, we’re especially excited to introduce the CyberSecurity Summit, Thursday 5 February, 09:00-12:00, reflecting the growing importance of secure systems in every sector. It will provide practical guidance, expert panels, and case studies to help attendees understand and navigate this critical area. Summit chair is Pere Ferrer i Sastre, a senior public executive and strategic advisor with over 15 years of experience in leadership roles across public safety, digital transformation, and critical infrastructure governance.
Another key element is our Megatrends programme. These sessions focus on the major forces shaping the future of the industry: AI, Cybersecurity, Robotics, Smart Spaces, Sustainability, and TradeScape. They’re designed to give attendees a broader perspective on where the market is heading, helping them anticipate opportunities and challenges.
What makes ISE’s education offering unique is that it’s highly integrated with the show floor. Attendees can immediately connect what they learn in sessions to the products, solutions, and innovations they see in person. The combination of deep-dive education, emerging trend analysis, and hands-on experience ensures participants leave with both knowledge and context empowering them to drive innovation within their own businesses.
AVNews: With thousands of visitors and exhibitors travelling long distances, how sustainable is an event of ISE’s scale?
MB: From the very beginning, we’ve worked closely with Fira de Barcelona to build a greener event across multiple fronts. The venue itself is powered by 100 % renewable energy, drawing on sources such as solar, wind, hydro, biomass, and more, which significantly reduces the show’s environmental footprint.
But our commitment goes beyond energy: we actively encourage exhibitors to rethink how they design and build stands, guided by the 8Rs framework—rethink, refuse, reduce, reuse, repair, refurbish, repurpose, and recycle. This approach minimises waste and fosters circular economy practices, resulting in more modular, reusable structures, fewer single-use materials, and smarter choices about what is brought into the hall. Sustainability is embedded in every aspect of planning and delivering the show. By working closely with partners and exhibitors, we strive to reduce environmental impact, promote responsible design, and support the communities that host us. As a proud supporter of the Better Stands Programme, we champion the transition from disposable, single use stands to high-quality, reusable structures. This initiative not only reduces waste but also enhances safety and efficiency during build and breakdown, contributing to a more sustainable future for the events industry.
On the show floor, initiatives like waste patrols, reusable badge holders, and donation programmes for leftover furniture and equipment help cut down waste and benefit the local community after the event. We also work with partners who share our sustainability commitments, and we actively promote greener travel options, such as trains for those coming from within Europe.
Importantly, sustainability is also part of the content we offer. We integrate topics like environmental responsibility into our education and Megatrends sessions, helping the industry think about sustainability not just operationally, but strategically.
AVNews: Looking ahead, where do you see new visitors to the Barcelona-based event coming from — both in terms of sectors and geographic regions?
MB: ISE has always attracted a diverse, international audience, and we expect that diversity to continue expanding. On the sector side, one of the most exciting growth areas is Broadcast AV, alongside traditional AV and systems integration. We’re also seeing increasing interest from hospitality, healthcare, education, and smart cities. The convergence of these sectors is creating unique opportunities, and ISE provides the perfect platform for professionals from different disciplines to come together, share ideas, and explore integrated solutions.
Geographically, Europe remains at the core of our audience, but we’re also seeing growing participation from North America, Asia, and the Middle East. Barcelona’s excellent international transport links and its status as a global hub make the event more accessible than ever, attracting visitors from regions that previously may not have attended.
AVNews: Finally, would you ever consider making ISE a hybrid (in-person and virtual) event to address sustainability concerns?
MB: The true energy of ISE comes alive when people are on the show floor, seeing, touching, and experiencing technology first-hand, and engaging in the spontaneous conversations that ignite fresh ideas, collaborations, and partnerships. No digital platform can fully replicate the serendipity and creative spark of these face-to-face interactions. At the same time, we leverage digital tools strategically to extend connections, amplify content, and keep the dialogue flowing before and after the event. Sustainability is central to every decision we make, and we remain committed to pioneering new ways to make ISE greener, ensuring that our industry’s most important gathering is both inspiring and responsible.
AVNews: Thanks Mike – have a great show!
Attending ISE 2026
AV News readers can register for ISE 2026 for FREE using the code ‘avnews’ at https://www.iseurope.org/welcome/registration.
