The Mercuro Event Industry Interview Series: Understanding Disability Inclusion
In this session, we will be discussing the critical topic of disability inclusion with Rosemarie Rossetti, Ph.D. Dr. Rossetti is the founder and CEO of Rossetti Enterprises, a company she established in 1997. However, it was a life-altering event in 1998 that redefined her path. While bicycling, Rosemarie was struck by a falling three ton tree, resulting in a spinal cord injury that left her paralyzed from the waist down. This pivotal moment sparked a new passion and purpose in Rosemarie's life. Today, she stands as an internationally recognized expert in disability inclusion, universal design, and accessibility. Her personal experience as a wheelchair user has fueled her dedication to these causes.
Dr. Rossetti is not only a successful entrepreneur but also an accomplished speaker, author, and consultant. Her work and advocacy have made her a leading voice in creating more inclusive and accessible environments for all. We are grateful for her contribution to our Mercuro Event Industry Interview Series and I am very excited to gain insight from her expertise.
AM: Please provide an overview of your business and how you are serving the physically challenged population.
RR: I currently provide speaking and consulting services. My expertise is in accessible and universal design and disability inclusion. My business is multifaceted. I work with meeting professionals to help them accommodate people with disabilities at meetings and events. I work with the design and building community to create more accessible built environments. I work with destination marketing organizations to help them improve the accessibility of their cities and market their cities to people with disabilities. I also am a motivational speaker focusing on embracing change and resilience.
AM: Based on your personal and professional experiences, generally speaking, how would you best define “disability inclusion” for those unfamiliar with the term?
RR: Disability inclusion means understanding the relationship between the way people function and how they participate in society, and making sure everybody has the same opportunities to participate in every aspect of life to the best of their abilities and desires.
AM: How would you describe the direct and indirect benefits of disability inclusion?
RR: There is a competitive advantage for companies and organizations that use disability inclusion strategies. Not only are these groups complying with civil rights legislation like the ADA they are also expanding their customer and employer database. As a result of having more customers there will be higher revenues and profits.
Certainly, disability inclusion is a moral imperative. People with disabilities must be treated with equal respect and opportunities.
Lastly, disability inclusion has proven valuable to the companies, in which persons with disabilities have exhibited strong loyalty, lower turnover, dependability and improved productivity, and workplace physical and psychological safety. Creating a disability-friendly culture that is favorable and supportive to employees with disabilities is vital in overcoming biases and stereotypes.
AM: Why is disability inclusion particularly important in the event industry?
RR: The latest data, from the 2022 Behavioral Risk Factor Surveillance System (BRFSS), reveal that more than 1 in 4—over 70 million—adults in the United States reported having a disability in 2022. The event industry needs to accommodate people with disabilities and showcase services and products for this population. To increase attendance and therefore make the event more attractive and profitable to exhibitors, there needs to be strategies in place to ensure that the event location and all trade show booths are accessible.
AM: What are the moral and commercial risks of not accounting for disability inclusion in the event industry?
RR: Damaging complaints from the public posted on social media, and media outlets, and directed to the leaders and Board of Directors of corporations and organizations. Formal legal action filed with the U.S. Department of Justice regarding ADA violations. This leads to costly and lengthy litigation that could result in huge fines. Permanent damage to the reputation of corporations and organizations and lost revenue.
AM: What suggestions can you offer trade show exhibit designers to ensure disability inclusion on the exhibition floor?
RR: There are quite a few but here are several key targets.
Select a booth space that is accessible relative to parking, restrooms, facility entrances and exits.
Exhibit flooring should be easy to roll on. Thick carpeting should not be used. Hard surface flooring like vinyl and wood are better than carpeting.
Ample and high quality lighting throughout the booths.
No barriers to enter or exit the exhibit.
Chairs and benches in the booth.
30” high tables in booths.
Access to every component in the exhibit for people in wheelchairs.
Captions on any videos.
No strobe lighting, flashing lights or loud noises.
Wide aisles - at least 4’.
No steps. Everything on one level.
No doors in the exhibit.
All merchandise, catalogues, and giveaway items should be reachable from a seating position.
AM: Please elaborate on your strategy to provide wheelchairs to your able-bodied consulting clients to use when navigating their venues.
RR: For one of my recent clients, I rented manual wheelchairs for nine of the meeting professionals to tour the host hotel with me as I rolled in my manual wheelchair. They were able to have a “lived experience” rolling on the thick carpet, opening doors, gaining access to the elevators, and navigating throughout the hotel. As this demonstration started, I explained that this was a short-term exercise. Feedback was highly positive as they shared the takeaways and insights that they received from this demonstration.
AM: What are some Best Practices for disability-inclusive event planning?
RR: There are many articles on my website to draw from but here are several key practices.
Proactive Accommodation:
During registration, ask attendees about their specific needs.
Follow up personally to clarify requirements and prepare accordingly.
Examples: Special meals for food allergies or braille handouts for visually impaired attendees.
Speaker Preparation:
Train speakers on disability accommodation during sessions.
Provide guidelines for creating accessible presentation materials.
Encourage speakers to briefly describe visual content for inclusivity.
Inclusive Planning:
Involve people with disabilities in the planning process.
For in-person events, conduct accessible site visits.
For hybrid and virtual events, test technology platforms with disabled members to identify potential challenges.
By implementing these strategies, event organizers can ensure a more inclusive and accessible experience for all attendees.
Once again, I would like to thank Dr. Rossetti for her contribution. For more information about her and her business, please visit https://www.rosemariespeaks.com.
