When you have a choice, always go with experience!

Extensive experience and expertise is what the team at ShowValue can offer your evaluation projects.  Experience gained from 85 combined years in sales and marketing and over 50 years of experience managing and implementing trade shows and events.

Our principals, Ken Mortara and Deanna Kemling, have backgrounds as corporate event marketing managers and as suppliers to the event marketing industry.


Ken Mortara

Ken Mortara – President

Ken brings over 30 years of marketing experience to ShowValue including executive positions at a production company. For the past 20 years, Ken has focused on measurement strategies and systems for companies, as well as for seminar, meeting, and conference organizers.

In 1994, Ken developed an electronic system for trade shows that collects and processes real qualifying information from every booth visitor, including those who see a company’s theater performance. Seeing a similar need for meetings and conferences, the technology has since been expanded to provide a suite of products and services to help companies evaluate event marketing performance for the overall event, general sessions, and breakouts.

Ken is a contributor to industry publications, an industry speaker, and former adjunct professor of business statistics and operations research. He holds an engineering degree and an MBA.



Deanna Kemling

Deanna Kemling – Vice President

Deanna is responsible for ShowValue’s operations and business development.

Prior to ShowValue, she held senior event marketing positions with major high tech companies including Digital Equipment Corporation and EMC for over 15 years. She has been responsible for managing organizations exhibiting at over 30 events a year with multimillion-dollar budgets.

Recognizing the value of documenting event effectiveness, Deanna incorporated measurement planning as a standard requirement for shows. Using this information, she was able to optimize event marketing budgets and derive the maximum value from the overall event program.  She has received several distinguished marketing professional awards for the improvements made using quantitative evaluation as the basis for business decision making.

Deanna has held varying positions including systems design and implementation, business development and marketing, and focused on product marketing in the Higher Education and Printing industries.


Patti Goldenberg

Patti Goldenberg – Vice President, Sales

Patti is an experienced sales executive with 25+ years selling B2B trade show marketing services to Fortune 100 and Fortune 500 companies.

A graduate of the University of Illinois, Patti began her involvement in the trade show/event industry as a professional actress, singer and professional Trade Show Presenter and Spokesperson and that performing background provided a great foundation on which to build her skills as a polished and accomplished presenter of corporate capabilities and industry speaker and subject matter expert.

Patti worked for more than 25 years with Live Marketing, an experiential marketing agency, where she was an integral part of building its book of business. Ranked the #1 or #2 sales person consistently for more than 20 years. She was VP of Sales for 5 years leading mentoring new and existing sales reps.

Patti’s core area of expertise lies in consulting with her clients to help them maximize the measurable business results from their tradeshows, meetings and events.

Deane Louise Greene of ShowValue

Deane Louise Greene

Deane Louise Greene – Business Development

Sales is in Deane Louise’s blood. Driven by an entrepreneurial spirit, Deane Louise was drawn to selling as early as the fourth grade. She believes that if you are honest, treat people with respect, and help them feel good about working together, they’ll remain loyal customers.  Having a good connection is key to any relationship, and good communication skills are paramount. Deane Louise strives to be that someone who actively listens to determine the needs of others and find ways to help them be successful.


Sonia Apodaca-Harms

Sonia Apodaca-Harms – Marketing

Sonia is a constant brain-stormer with too many ideas and not enough time! A native of Southern Arizona, she is almost acclimated to the heat. The engine behind the look and messaging of ShowValue, Sonia specializes in the design, creation, and administration of online surveys, website development and maintenance, social media management, and data processing. She is an avid Wildcat fan and holds a BS in Business Administration from the University of Arizona. If you ask her, she also has earned a Masters in Getting Stuff Done.