ISSE is the premiere trades show and educational experience for professional stylists, manufacturers and distributors.
The International Salon & Spa Expo (ISSE), held for over 20 years in Long Beach, California, was a cornerstone event for the professional beauty industry, attracting more than 12,000 stylists, barbers, manufacturers, and industry professionals each January. In its evolution, ISSE became part of a strategic partnership with Informa Markets, transitioning into what is now Premiere Anaheim.
Featuring over 250 educational sessions across three days, the event consistently engaged an enthusiastic audience drawn to hands-on experiences and dynamic programming.
In my first year as Event Director for the Professional Beauty Association (PBA), I was tasked with revitalizing this legacy event. Collaborating with marketing, we launched an entirely new brand identity, redesigned the trade show floor for improved flow, resolved registration bottlenecks, introduced an event app, and reenergized the sales team to attract fresh exhibitors. Additionally, I elevated the main stage productions with cutting-edge technology and more impactful programming.
These efforts culminated in a successful ISSE 2019 and 2020, marked by a 40% increase in sponsorship revenue and a significantly enhanced event profile—ultimately contributing to the show's appeal in securing the partnership with Informa Markets.