Advisor Introduction: Five Questions with Glenda Brungardt
Get to know The Experiential Design Authority's U.S. Advisory Board members!
Glenda Brungardt, CTSM Diamond, Former Global Event Manager, HP
TEDA: What made you decide to serve on The Experiential Design Authority’s U.S. Advisory Board?
GB: It felt like a natural step for me, even in retirement. This industry has been my passion for so long. Serving on the board gives me the chance to help shape where the industry is headed, champion the people and ideas driving it forward, and make sure we’re raising the bar.
I also appreciate the opportunity to collaborate with others who care just as much about this industry as I do. It’s my way of giving back to an industry that’s given me so much, sharing what I’ve learned, and helping to create new opportunities for others. I want to make sure we continue to grow in ways that are meaningful, sustainable, and impactful — and being part of the board is one way I can help make that happen.
TEDA: In your opinion, what is the primary difference between exhibit design and experiential design?
GB: The main difference between exhibit design and experiential design comes down to the overall experience and the story you’re telling. During my time at HP, we focused on creating spaces and events that weren’t just about showcasing products, but also about bringing the brand to life. Exhibit design is about the look, layout, and functionality of the space. It’s important, but it’s just one piece.
Experiential design takes it further by crafting an immersive story that connects with people/attendees. It’s not just what they see; it’s how they feel and what they take away. It’s about building a lasting connection through a narrative that engages and inspires.
TEDA: As a CES 2025 BOSS Awards judge, what were you looking for when evaluating the finalists?
GB: When I’m judging any competition in our industry, I’m looking for more than just something that looks great. It’s about the impact it makes. A winning entry, to me, tells a story that connects with people on an emotional level, delivers clear results, and aligns with the brand’s message in a way that feels authentic.
I love seeing designs that push boundaries and tackle challenges creatively, but I also value execution — those flawless details really do matter. And sustainability is a big one for me. I’m always asking, “Did they think about the environmental impact? Were materials and resources used responsibly?” The best entries are the ones that combine creativity, strategy, flawless execution, and a commitment to sustainability to create something unforgettable and on brand.
TEDA: Speaking of sustainability, what role do you think it should play in experiential design?
GB: Sustainability isn’t just a responsibility — it’s an extension of your brand and values. At HP, we prioritized sustainability in our events because it aligned with who we are, not because it was trendy. Incorporating sustainability into experiential design shows your audience you care about the future, and that message resonates deeply.
For me, it’s about making thoughtful decisions that reflect your values and create meaningful impact. This means choosing vendors and partners who prioritize sustainability and DEI (diversity, equity, and inclusion). These partnerships amplify the positive impact of your event, showing your audience that your brand truly walks the talk. Whether it’s working with local vendors or collaborating with inclusive partners, every decision demonstrates your commitment to doing what’s right.
Sustainability adds depth to the story you’re telling. It shows your brand is leading by example, creating experiences that are not only memorable but meaningful. By embedding sustainability in our designs, we inspire others to follow, creating a ripple effect that benefits everyone. It’s not just about the events we create — it’s about the legacy we leave behind.
TEDA: Is there a book, resource, or program you would recommend to other experiential marketers and designers?
GB: There are so many great resources and opportunities to grow in this industry. Books like "The Experience Economy" by Joseph Pine and James Gilmore and "The Art of Gathering" by Priya Parker offer incredible insights into creating meaningful and memorable experiences. Recently released, "The Invisible Industry: The Evolution of Trade Shows" by Larry Kulchawik and Bob McGlincy dives into the history and evolution of our craft. And I’d also recommend the timeless "Who Moved My Cheese" for a fresh perspective on navigating change in an ever-evolving landscape.
Continuing education is another key to staying ahead. Whether it’s earning certifications like CTSM, CMP, CEM, or sustainability credentials, or attending workshops and webinars, investing in your own growth is always worth it. Beyond books and formal learning, staying connected to the community is invaluable. Groups like The Exhibitor Advocate and the Event Industry Council (EIC) provide a wealth of resources and opportunities to learn and share ideas. Attending industry events such as the Sustainable Events Summit, ExhibitorLive, and IMEX is another great way to network, stay ahead of trends, and get inspired.
It’s also worth stepping outside your comfort zone. Attend shows your brand doesn’t typically exhibit at to see things from a new perspective. Ultimately, the best way to grow is to stay curious, open-minded, and connected to peers who are just as passionate about this industry as you are.
Meet the rest of our U.S. Advisory Board members by checking out their bios, or follow us on social media for more Advisor Introductions!
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