Change in the security industry isn’t always limited to technologies and the business models. Some of the most significant changes are to the very fabric of the industry itself; and while it hasn’t gotten a ton of publicity, there’s been a major change – perhaps a paradigm shift in attitude – lately at our industry’s biggest trade show.
This installment of my look at how the security industry has changed over SD&I’s 40-year history harkens back to the days – not so long ago – of security vendors pandering to the brain stems of all the men who dominated trade show floors. It appears those days, thankfully, are finished.
Taking a page from the RSA Conference, Reed Exhibitions – the trade show company that organizes ISC West – instituted staffing attire requirements for booth personnel back in 2016. These requirements effectively banned the so-called “booth babe.” Here’s the wording, which is a carbon copy of the requirements instituted by RSA in 2015:
All Expo staff whether it be exhibitors direct employees or hired contractors, are expected to dress in an appropriate manner conducive to conducting business. Attire of an overly revealing, suggestive nature or expletive nature is not permitted. Examples of such inappropriate attire may include but are not limited to: Tops displaying excessive cleavage; tank tops, halter tops, camisole tops or tube tops; miniskirts or mini-dresses; shorts; Lycra (or other second‐skin) bodysuits; and objectionable or offensive costumes.
These guidelines are applicable to all booth staff, regardless of gender, and will be strictly enforced. Reed Exhibitions and the ISCW Show Management team reserve the right to request that individual(s)/booth staff change their attire or leave the premises immediately if we feel their appearance might be offensive/disruptive to other exhibitors or attendees.
I say bravo. Yes, there was a time when just about every woman at a security industry trade show was “working a booth,” and it was some sort of male playground among the “good-ole boys” who were attendees. Those days are long over.
I was chatting about this column with my publisher, Nancy Brokamp – who has been prowling trade show floors in the security and door hardware industries for more years than she cares to admit – and she told me: “There was a time when I would walk around at those trade shows and felt like the only woman who was dressed.”
From experts in technologies and marketing at just about every vendor, to owners of integration firms, security technicians and beyond, there is an obviously growing place for women in our industry. The old-school method of using female sexuality to sell security products simply won’t fly in this environment.
“At ISC West, we know our attendees and exhibitors mean business and we take this seriously,” says Vice President of ISC Events Sherida Sessa. “This rule was established because we believe our exhibitors’ products and services are so impressive that they can sell themselves on their own merits, while showcasing demos and use cases. While we respect and encourage our exhibitors’ freedom to the market themselves at their booths, we want to call attention to the professionalism and integrity of our show, our industry and the people who work in it.”
Two years ago, our sister publication, Security Technology Executive, published an eye-opening article entitled Women in Security: Changing the Narrative – which profiled the rise and struggle of just a few of the growing number of influential women of our industry (Eddie Reynolds, CEO of Iluminar; Laquitta DeMerchant of NetIQ Corp.; Dawn Gregory, security manager for MillerCoors; and Karen Evans, CEO of Sielox). “In order for the security industry to reach its highest potential, change must occur in both policy and practice to reflect that men and women play an equally critical role in keeping the world safe and secure,” the article says (read the full piece at www.securityinfowatch.com/12245408).
ISC’s move is, of course, only a small step – but it is certainly a big step in the right direction.
Paul Rothman is Editor in Chief of Security Dealer & Integrator (SD&I) magazine. Access the current issue, archives and subscription information at www.secdealer.com or visit us at ISC West Booth #23141.
