Trade Show Industry Stretch Assignments

Many people in the trade show industry may be unfamiliar with stretch assignments, but the concept could conceivably help with a business’s employee retention and engagement.

What Is a Stretch Assignment?

A stretch assignment is a project or task that goes beyond someone’s ordinary role or skill set, challenging an employee to grow, take initiative, and gain visibility. Think of stretch assignments as professional development in action.                          

In an industry that thrives on flexibility, speed, and creativity, stretch assignments can unlock new talent and reveal future leaders. For example, assigning a junior team member to lead a vendor negotiation can be an excellent stretch opportunity, as can asking an operations lead to shadow the client strategy team for an event cycle.

But there’s a catch: Stretch assignments need to be managed carefully, warns HBR. To truly benefit from this practice, leaders must clearly define the goals of each assignment, communicate how the assignment supports career growth, and ensure that everyone has access to comparable opportunities. Stretch assignments can inadvertently favor the most-visible or well-connected team members.

Trade Show Leaders Can Use Stretch Assignments to Strengthen Their Teams

• Define high performance: Be clear about what success looks like in your organization and how stretch assignments can help achieve that success.

• Assign deliberately: Don’t just handoff extra work. Align assignments with employee aspirations and growth paths.

• Ensure equity: Audit who’s being given stretch opportunities, and who isn’t.

As trade show teams gear up for fall events and 2026 planning, summer is the ideal time to pilot stretch assignments. Not only do they build bench strength, they also foster engagement and professional development. In an industry built on hustle, that’s the kind of stretch worth making.