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Ricardo Serrano is the Director of Trade Shows & Events at Edd Helms Electric, where he specializes in the planning, financial management, and execution of large-scale trade shows and events. Following his promotion to Director, Ricardo now provides leadership and strategic oversight of the company’s trade show and event operations, building on his extensive experience managing complex, high-profile events.
Ricardo manages more than 17 major events annually, including Art Basel Miami Beach, Adobe MAX, and Sibos. He is responsible for approximately $3.6 million in annual event-related financial activity, overseeing the full project lifecycle from estimating and pricing through execution and final financial closeout. His responsibilities include labor planning, contract negotiations, invoicing, reconciliation, business development, client relations, and overall project management.
In his leadership role, Ricardo directs teams ranging from 8 to 40 personnel and works closely with clients, show management, general service contractors, audiovisual providers, vendors, inspectors, and venue stakeholders. His focus is on ensuring each event is delivered safely and efficiently while maintaining high standards of service, financial accountability, and customer satisfaction.
Prior to joining Edd Helms Electric, Ricardo held progressively responsible leadership positions at the Miami Beach Convention Center, advancing from Event Operations Supervisor to Event Operations Manager. His experience on both the venue and service-provider sides of the industry gives him a comprehensive understanding of large-scale event operations, workforce management, client relations, logistics, and service delivery.
As Director of Trade Shows & Events, Ricardo combines hands-on operational expertise with strong financial, commercial, and leadership experience to grow Edd Helms Electric’s event business, strengthen client relationships, develop his team, and ensure consistent execution across the company’s trade show and event portfolio.
Please join us in congratulating Ricardo on this well-deserved promotion!
Looking ahead, we’re excited to continue building new partnerships and supporting some of the industry’s most dynamic events.
Planning an upcoming trade show, convention, or special event? We invite event organizers, show management teams, general service contractors, venues, and industry partners to connect with Ricardo and the Edd Helms Electric Trade Shows & Events team to learn how we can support your next event from planning through execution.