CE Sector BoardAEM’s CE Sector Board met via teleconference on Tuesday, March 24 to discuss a full agenda featuring the COVID-19 pandemic and what AEM is doing to support members, a recap of CONEXPO-CON/AGG & IFPE, the future of trade shows and enhancing customer connections, and latest developments of ISO standards

CE Sector Board Chair Rod Schrader of Komatsu America Corp. opened the meeting by welcoming three new board members to the CE Sector Board:

  • Brian Bieller, Dynapac North America, joins the board for the first time
  • Ray O’Connor, Topcon Positioning Systems, is a current member of the AEM Board and joins the CE Sector Board
  • Rick Rodier, The Toro Company, returns to the CE Sector Board after having served on the CE Sector Board most recently in 2017  

Following is an overview of the agenda and discussion:

COVID-19 Advocacy Action and Resources to Support Members

AEM Senior Vice President of Government and Industry Relations Kip Eideberg provided an overview of the work the Advocacy team is doing to support members in response to the COVID-19 pandemic with the primary focus on making sure our industry continues to operate during this time.

Eideberg shared how AEM is taking action and spearheading these efforts on behalf of the membership:

  • Daily discussions with Congress and the White House
  • Policy recommendations to support the industry and employees
  • Coordination with trade associations and business groups
  • Daily updates to the AEM Board of Directors, AG/CE Sector Boards, GPAC and AEM member company OCRs
  • Regular updates to all member company representatives
  • Guidance on emergency aid packages
  • Call for increased infrastructure investment and tariff suspension
  • Outreach to Canadian federal and provincial officials

In addition to the above actions, Senior Vice President of Technology, Content and Revenue Creation Al Cervero announced AEM was launching a COVID Response Webinar Series to help membership navigate these challenging times through a variety of topics.

Many on the Board commented on the good communications coming from AEM related to COVID-19 and shared updates on how their companies are adjusting during this time.

Future of Trade Shows

AEM Senior Vice President of Exhibitions & Marketing Nicole Hallada informed the group of the new strategic task force that was formed in January and will be chaired by Jason Andringa from Vermeer. They will be meeting in June in order to recommend to the AEM board the vision for what customer connections of the future needs to be in order to offer first class, defensible events that deliver maximum ROI/ROT to exhibitors and attendees.

This discussion also included a focus on the future of ICUEE, and AEM Director Ag Events and ICUEE Show Director John Rozum joined Hallada and shared feedback from the ICUEE Management Committee related to show brand research, name and future identity. The CE Sector Board voted on action items related to ICUEE brand strategy and ICUEE budget and space rates.


AEM Vice President of Exhibitions and CONEXPO-CON/AGG Show Director Wuesthoff shared an overview of CONEXPO-CON/AGG & IFPE results, reinforcing the tremendous success of the show despite challenging circumstances as the pandemic evolved. She provided details on show sales of exhibit space, registrations and cancellations, which were mostly due to government-mandated travel restrictions. The Board reviewed and voted on a refund recommendation related to cancellations that met specific criteria related to government mandated travel restrictions.

Several members of the board shared their appreciation for the communications effort and transparency leading up to the show and as they COVID-19 situation evolved.

Construction Digitization Task Force

Senior Director of Utility John Somers and Director of Construction Sara Feuling updated the Board on the Construction Digitization Task Force. The task force continues to discuss the value of end user education. The results from surveys and focus groups completed at CONEXPO-CON/AGG will be analyzed and shared with the task force who will make a recommendation moving forward. 

ISO Standards Update

Somers shared information on the ISO 15143-3 and the update that was published in January. The update included clarifications and bug fixes, as well as a process for adding new data elements to the standard. The technical SME (subject matter expert) group will discuss next steps and continue to recommend edits to improve the standard. Feuling shared information on the ISO 15143-4 interoperability standard for server-to-server communications and worksite topographical data. The preliminary details of the standard were shared with members and end users through a press release, an advisor article, as well as a Tech Talk at CONEXPO-CON/AGG. AEM continues to collaborate with the working group to drive the standard to publication.

Consent Agenda

Prior to the meeting, the Board received reports on each of the following AEM service areas that outlined the latest updates and actions led by AEM staff. The service area updates included:

  •  Market Intelligence
  •  Statistics
  •  Equipment Data, Interoperability & As-Built Information Standards
  •  Digitization Task Force
  •  Membership (MEST)
  •  Workforce Development
  •  Technical & Safety
  •  Advocacy
  •  Customer Connections: CONEXPO-CON/AGG, IFPE, ICUEE, World of Asphalt, International Exhibitions
  •  CONEXPO Connect
  •  Component Member Group

The next meetings of the AEM Board and Sector Boards are scheduled for Aug. 4-5 in Milwaukee, Wisconsin. For more information about AEM’s CE Sector Board, please contact Megan Tanel at mtanel@aem.org

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