West to East: Episode 3 featuring Jordan Tuchband

Episode 3 – The Trade Show Shift: Strategy, Experience, and the Future of ISC In this episode of West to East, Lee Odess sits down with Jordan Tuchband, Senior Vice President at RX, to explore how trade shows like ISC are adapting to a new era of professional engagement. From the rise of experience-driven design to smarter use of data and personalization, they dig into what exhibitors and attendees really want, and what the industry needs to deliver. Jordan shares insights from across RX’s global portfolio, including verticals like medical and retail, and explains what the security world can learn from them. Whether you’re a startup looking for exposure or a veteran brand aiming to stand out, this episode lays out what it takes to make events work in 2025 and beyond. West to East is a podcast from The Access Control Executive Brief, RX, and SIA, connecting the energy of ISC West with the insights of ISC East.