TURNING MYTH’S INTO LEGENDS pg.16 OWNING THE BRAND pg.24 STEP INTO SUCCESS pg.64
A Peak Case for Aluvision Hi-LED
Peak Technologies, a Certified Aluvision Partner (CAP), brought the tech to energize Hisense’s bold ideas for CES 2025.
Visitors walked through towering LED archways into a world where AI-driven scenarios brought Hisense’s technology to life. Using Aluvision’s award-winning Hi-LED system made for maximum impact:
Seamless, 90-degree corners
Picture-perfect high-resolution visuals
Premium level flatness and high refresh rates
Read the full story and find out how using Aluvision systems helped Peak to design freely and build better. Article inside this issue!
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Photo by Gary Prochorchik, Exposures Ltd.
Photo by Gary Prochorchik, Exposures Ltd.
In This Business, Standing Still Isn't An Option
There’s something special about this industry. No matter how much things change—new technology, shifting audience expectations, and the ever-evolving tradeshow landscape—we so exciting.
what it means to own your space in this industry. Not just physically, with bigger and better exhibits, but in how lasting impressions. This quarter’s stories all point to a common theme: those strategy, their audience engagement— are the ones who will lead the way.
It’s Not Just a Booth—It’s an Experience
Gone are the days when a trade-
Attendees today want more. They expect to be engaged, immersed, and—let’s be honest—entertained. Exhibitors who understand that are the ones winning big. The companies that get it right are creating moments people want to be
Looking Back to Look Ahead
As we push forward, it’s worth remembering that this industry has always been about pushing boundaries. The 1939 Newmersive storytelling and brand experience. exhibitors are still doing the same thing. about showcasing products; it was a
fully immersive, AI-powered journey through morning, noon, and night.
how you stay ahead.
Your Brand, Your Story
this quarter? Your brand isn’t just your logo or your color scheme—it’s the entire experience you create. This industry is built on relationships
for. The companies doing it right are intentional about every detail—from theactive elements that invite people in and
The Future Is Ours to Build
At the end of the day, this business is about showing up, solving problems,panies that are willing to adapt, invest brand experience are the ones that will
Ating the stories that matter—spotlighting the trends, people, and ideas shaping tradeshows today and for years to come. Because in this business, standing still isn’t an option.
Don Svehla
Questions? Suggestions? Comments about our content? We love feedback and hearing from you! Send me an email at dons@exhibitcitynews.com
PUBLISHER & FOUNDER
Donald V. Svehla Jr. (702) 272-0182 ext. 102 DonS@exhibitcitynews.com
EDITOR
Marlena Sullivan
digitaleditor@exhibitcitynews.com
CHIEF FINANCIAL OFFICER
Lisa Abrams LisaA@exhibitcitynews.com
ART DIRECTOR
Thomas Speak TomS@exhibitcitynews.com
SR. BUSINESS DEVELOPMENT
Christy Giambattista
ChristyD@exhibitcitynews.com
BUSINESS DEVELOPMENT
Taunya Mitchell
TaunyaM@exhibitcitynews.com
SOCIAL MEDIA EXECUTIVE
Ashley Sou AshleyS@exhibitcitynews.com
COLUMNISTS
Pat Alacqua
Paco Collazo
Glenn Hansen
Jane Gentry
Liz Lathan
Bob McGlincy
Jim Obermeyer
CONTRIBUTING WRITERS
Lisa Abrams
Danelle Dodds
Thea Engst
Tommy Goodwin
Debbie Hall
Pat Friedlander
Travis Stanton
STAFF WRITERS
Mark Hebert, Kerstan Szczepanski
PROOFREADERS
Lisa Abrams, Mark Hebert, Kerstan Szczepanski
Step into the magic
Walking into a tradeshow is like stepping into Oz—a magical wonderland flled with larger-than-life booths and, oftentimes, new products that people have never seen or used. Some tradeshows are built to sell products that might seem as dull as Kansas, while others showcase the latest innovations in home appliances, cars, and technology, dazzling like the Emerald City. And don’t worry—there aren’t any fying monkeys… most of the time, anyway.
You get your badge, step through the doors, and suddenly, you’re not in Kansas anymore. You wander through aisles marked by numbers above and below, following a path we at Exhibit City News (ECN) like to think of as the Yellow Brick Road. And like Dorothy, you’re welcomed into a world of wonder, color, and endless possibilities.
However, what does it take to make the booths? How do you, as a designer, ensure that a company’s brand and values are represented in their booths? How are booths successful? What goes into making people stay in a booth, talk, and engage with what is being presented to them? How do we as creatives make “Myth’s Happen?”
When we are the myth shapers, the ones who make stories go from drawings on a page to real life booths that can be interacted with, how do we create booths that are efective and remembered? Don’t forget, we are in the business of making experiences that are worth remembering. So how?
This issue aims to examine that very question. Our cover story (pg. 16) looks at what it takes to make an efective booth, from concept to execution. We ask what a brand means (pg. 24) and what types of designs are new and innovative (pg. 26). We look at
efective ways to engage an audience in the past (pg. 40), and present. What is the theory behind efective marketing in a booth (pg. 42)? What are activations that keep people in engaged (pg. 44)?
We ask how fooring can afect an audience (pg. 62) and how sustainability can impact an audience’s experience (pg. 80).
Additionally, we view a few stories from the people who work on the shows who make the dreams happen (pg. 56) and ask the question “why” (pg. 28).
In this issue we highlight efective booth design with the introduction of the Best of Show Stand (BOSS) Awards (pg. 34).
Everything in this issue is centered on storytelling. From the spark of an idea to the moment the curtain lifts on the show foor, we explore the magic behind the booths and the people who bring them to life. We are the Myth Makers; we make myths happen.
Marlena Sullivan, Editor
Questions? Suggestions? Comments about our content? We love feedback and hearing from you! Send me an email at digitaleditor@exhibitcitynews.com
Book Highlight GET A GLIMPSE IN THE DEPTHS OF OUR HISTORY by
Mark Hebert
The Invisible Industry
The Evolution of Trade Shows by
Larry Kulchawik & Bob McGlincy
The Invisible Industry charts the rise of tradeshows from ancient markets to today’s global events like CES. With vivid storytelling, industry insights, and over 200 images, the authors celebrate this trillion-dollar powerhouse while offering a deeper appreciation for the people and innovations behind the scenes. Since its release on November 27, The Invisible Industry has been making waves, earning the titles of Amazon Best Seller and Top New Release in Global Marketing.
Jim Obermeyer, Regional VP, Bray Leino Events says, “If you are new to our industry’s workforce, this should be required reading…Bottom line: go get this book for yourself, and anyone you know in the industry.”
For the full book review please visit: https://exhibitcitynews. com/book-review-the-invisibleindustry-the-evolution-oftrade-shows/
BEMATRIX DEBUTS EIGHT NEW MODULAR EXHIBIT PRODUCTS
beMatrix introduced eight modular solutions—including corner and lightbox composystems—during a February-
THE EXPO GROUP ADDS INTERACTIVE BOOTH BUILDER TO PERSPECTIVE SERIES
The Expo Group has added a 360° booth visualization tool to -
TARIFFS AND TRADESHOWS
materials could disrupt project budgets
ACQUISITIONS
AND MERGERS FOR Q1 2025
Moss has acquired UK-based its global reach and produc-and expanding into the Op has acquired experientialing its event production ser-
CONVENTION CENTER SNAPSHOT
courtesy
by Kerstan Szczepanski
Photo
of Visit Anaheim
Anaheim Convention Center
Location: 800 W Katella Ave, Anaheim, California 92802
Date Opened: 1967
Size: Over 1.8 million square feet of total sq ft. The arena is over 28,000 sq ft. The -
Nearby Hotels: Hilton Anaheim, the
Parking:Transportation:-
Airports Nearby: WiFi Availability:able for purchase. Fun Fact 1: The Anaheim ConvenFun Fact 2: The ACC is less than a mile
Website: www.anaheim.net
TURNING MYTHS INTO LEGENDS How A Booth Idea Becomes Reality
By Danelle Dodds
Wtowering booth surrounding them began as a myth. Every one of those legendary booths started as a magic bean of a need with a desire to become a beanstalk.
Exhibit houses are where ideas come to life. Like sorcerers who transform myths into leg ends, exhibit and event designers shape a nebulous concept into immersive experiences on vision. The journey from goal to reality includes a dedicated cast of champions, a handful of sionate pilgrimage that starts with an unbelievable number of questions.
CHAPTER ONE
The Client’s Backstory
Every legend begins with an origin story. When imagining a booth’s epic journey as a myth that grows from spark to fruition, the story might unfold around a proverbial gather over glowing embers and declare, “We want to build a booth!”
A chorus of shouts responds, “Here is the perfect plan for that!”
backslapping as the perfect booth is built without any questions asked—end scene.
But it’s not that neat and simple. A booth’s journey from myth to legend tions. Each step of the process demands a client’s internal conversation. Before
stakeholders and clients meet with an exhibit partner, they should be able to answer a handful of design- driving questions that will determine the fate of their booth:
How many shows are you doing?
Who is your audience?
Why are you attending
What do you want someone to feel?
Or the hardest of all: What’s your budget?
The thoughtful answers to these baseline queries will drive a booth’s look, feel, and price. When a client comes to the table armed with this kindling of critical details, it helps fuel the design process.
“One of the most important things is the
internal meetings to answer some of these questions before even getting involved with your exhibit partner,” advises Dana Esposi
you come to the meeting knowing this in formation, your exhibit partner will be able to load you up with so much ammunition.”
Josh Frisbie, Vice President of Creative questions we want to know is, ‘Why are you going to the show?’ Knowing why they are going will drive the direction of the design itself.”
Photo courtesy of BlueHive
CHAPTER TWO
The QuestPartnership’s for Discovery
Once clients understand their baseline needs, the quest to design the perfect the exhibit partners are the ones asking the questions.
A legend takes shape when the exhibit partners dig into the client’s desired emo these questions can be hard to answer, but exhibit partners are skilled at mining the precious gems that make up the booth’s po tential. They are magicians at extracting in formation, even when the client can’t seem to answer. Each partner has their own way of getting to the heart of the client’s needs.
seen that you don’t like?’” shares Esposito. “Everyone can say what they don’t like. They don’t always know what they do like.” Frisbie asks clients to look beyond the show.
after the show ends and answer, ‘What was the one thing that happened that
not talking purely from a technical stand point…more of a feeling.”
Regardless of how they mine the information, exhibit partners are alche mists who can weave that emotion into design. “We use design to solve prob lems,” Esposito states simply. “We make something beautiful and meaningful out of a challenge.”
Talented exhibit partners and designers understand the complexity of layering emotional, and experiential environment. A memorable exhibit will tickle all the senses. “When you engage every sense of a human being, you can create a memo ry,” Esposito articulates. “You can imag ine how powerful a tool that is. The whole point of being at a show and spending all of this money is because you want to be seen and have people remember you. Memory becomes learning.” But don’t mistake their role as strictly storytellers. Frisbie counters, “We’re more like story enablers. The way consumers are driven now, they don’t want to be told anything. You can’t force a story on them anymore.”
Exhibit partners and designers gather these nuggets of emotional drivers and
add them to their basket of discovery before turning the probes to the more functional side of the booth design.
What is your booth size?
Do you need furniture?
Are you displaying products? Will you have a demonstration area?
The list is long, but answering these prac tical questions brings the focus closer to the vision. “We don’t need a client to solve a problem for us. We want them to be really
Esposito states. The deeper the dive, the maximizing budget and sustainability.
CHAPTER THREE
The Gold Purse (AKA “the B-Word”)
Every quest comes with a cost, and booth design is no exception. Understanding a realistic budget is crucial to legendary booth success. Those holding the gold sometimes prefer to keep the total budget close to the chest.
Photo by Gary Prochorchik, Exposures Ltd.
After decades in business, Esposito rec ognizes the move but assures it’s unnec essary. “Most clients have some idea of to share it, which isn’t the best strategy. Even if you tell me your budget is chal lenged, it’s at least a start for us. That means every part of the design has to be really smart and purposeful.”
budgetary understanding are essential for a productive budget conversation. With out these details, a booth cannot cross the threshold from myth to legend. Budgets are best served in buckets, divided by show services, production, technology, engagement, and program management. Avoid the tricky concept of buckets and prioritize and weight your objectives. That’s a huge help because strategy for the design unfolds.”
When a budget is divided into buck ets, exhibit partners can help stretch the marketing dollars. Esposito expands: “We that show can be used in other shows or elsewhere in their marketing, they might have access to more marketing dollars and
storytelling tools that they didn’t think
CHAPTER FOUR
The Production of Building the Legend
to connect to that bigger picture.”
An exhibit partner’s goal is to help cli ents maximize their budget, not increase it. They defend the client’s legend. This staunch commitment to protecting a cli ent’s vision and budget can even help guide a client away from unnecessary spending.
Every legendary tale includes a section where the heroes can get distracted by all the bells and whistles along the way. A dedicated exhibit partner will ask, “Why do you want that?” to ensure clients spend their money wisely, especially for technology for technology’s sake,” Frisbie to engage with a touchscreen, don’t use investing in it and no one uses it.”
Exposito underscores this: “The money should be good money into good design. We love making things, but we also want the things to be made—and used—more often. We want your designs to have great visibility and usability.” And if a client still wants the shiny object? “As long as
simply want to use their dollars as wisely and responsibly as possible.”
client and an exhibit partner eventually builds into a partnership. The legend gets its legs and dances into production.
When a booth moves from handshake into production, it begins its journey toward physical manifestation. The rapid action after a partnership is formed is dizzying. The extraordinary amount of unleashed into a fantastic voyage with portable exhibit, most booth builds are customized, which requires considerable ant for clients to understand the project timeline. Production needs at least 10 to 12 weeks, which doesn’t include the design portion,” cautions Esposito. Designing a booth is a process in and of els, and rounds of revisions bring the booth
is approved, the rubber meets the prover bial road as dozens of parallel departments begin working in tandem on the project.
neering, where teams construct the booth realities. More questions are asked:
What materials is the booth made from?
Is it free-standing?
How heavy will it be?
What are the exact dimensions of the graphics?
Photo by Gary Prochorchik, Exposures Ltd.
Photo by Exposures Ltd.
Engineers answer these questions and more as they design the booth for instal lation and shipment. These geometry wizards craft the build while also reverse crates, which helps keep shipping costs as tight as possible for the client.
Meanwhile, a myriad of other depart ments have sprung into action. (This is the scene in the trilogy where the evocative closely, you can almost hear the hammers
Most readers would be stunned to learn how many halls a booth design passes through on its way to legendary status. Depending on the exhibit house, the client team of account executives, designers, account managers, and engineers can swell to include repre departments.
The list of possible enablers unfurls like a scroll.
Estimators keep a handle on the costs. objectives. The creative team is unleashed, including 3D exhibit designers, client strategists, graphic designers, digital de signers, producers, and digital strategists. Production teams, including carpenters, raise their brushes and hammers. Graphic departments and their teams of produc tion designers, printers, vinyl cutters, applicators, and content managers breathe and labor departments and their crews of vehicles carefully pack and truck the booth delivered, a new team is ready to receive supervisors ensure the booth’s ascension
The quest is complete.
EPILOGUE The Legend Continues
The lifecycle from myth to legend is nothing short of cinematic. The tale is full of questions, ambitious goals, boundless imagination, balancing acts, and legions of champions faithful to a client’s objec tives. Like every epic adventure, it is the story of fellowship, a role exhibit partners take to heart.
“We are really an extension of the cli ent’s marketing team,” summarizes Fris bie. “We are designing with their audience purposeful for them to hit their target.”
“This is a relationship built on trust,” Esposito asserts. “The design should be beautiful. A good partner can also explain would want to know how my dollars are being used respectfully, properly, and intelligently.”
The cycle of myth to legend is nev on a new day of client goals, and the As each show ends and another begins, every conquered legend becomes a pro logue to the next extraordinary quest.
by
Photo
Padgett & Co
Visualy Br ads
The Magic of Today. The Miracles of Tomorrow.
THE 1939 NEW YORK WORLD’S FAIR
BY BOB MCGLINCY
The 1939 New York World’s Fair opened on April 30, the 150th anniversary of George Washington’s New York City inauguration. The Fairgrounds were huge, hosting 62 countries, 35 US states, 1,500 businesses, and covering 1,200 acres—an area approximately the size of 200 city blocks.
What would it be like to go back in time, and walk through the Fair?
Entering the Fair
Visitors entered the Fairgrounds of Corona Avenue, passing between either the north or south gate. The back of the Chrysler Building bordered the street, the Railroad Building was to the far left, and the Aviation Building to the far right. Once inside, past the Chrysler Building, were the massive pavilions for Goodrich, General Motors, Ford and Firestone.
The Fairgrounds were laid out in seven geographical color-coded zones, each representing diferent areas of interest. Liberty Lake and the Amusement Zone were in the distance at the far back
right. Rising majestically in the center, visible from midtown Manhattan, were the two landmarks of the Fair: a three-sided, 610-foot-tall tower; and a 200-foot wide, 18-story sphere.
The Trylon and the Perisphere Crowds gravitated towards these icons as if pulled by a tractor beam. After entering the Trylon, the group herded up the world’s tallest escalator, then funneled into the Perisphere. The interior was twice the size of Radio City Music Hall and showcased an imagined glimpse into the year 2039.
Spectators stood on a rotating platform, above a diorama displaying “the utopian landscape of the future.” The “ride” took six minutes. Then the awe-stuck guests descended the Helicline: an 18-foot wide, 950-foot long ramp that circled the Perisphere and ofered a panoramic view of the Fairgrounds and the New York skyline.
Back on the ground, there were so many things to see and do that it was almost
a sensory overload. There were parades, fags, lights, colored fountains, music, sculptures, people, murals, stunning architecture, and souvenirs. There were 200 foreign, domestic, and corporate pavilions, and over 300 places to eat. The Amusement Zone was larger than the entire Paris Expo of 1937, and housed 50 major concessions, including some after-dark, adult entertainment.
Engaging audiences
The Fair promoted technology and business as the pathway to a better tomorrow.
The 100 corporate pavilions ranged in size from 10,000 square feet (the House of Jewels) to 300,000 square feet (General Motors). Many corporations had their own separate stand-alone structures; others joined together exhibiting similar products inside one building. Crowds enjoyed seeing new products and watching live demonstrations.
Innovations and Displays
AT&T introduced the frst electronic voice synthesizer, VODER, which mimicked
human sounds. They ofered hourly lottery winners free long-distance calls anywhere in the country.
Borden presented “The Dairy World of Tomorrow.” A 50-foot-high glass rotunda enclosed a revolving platform, where a herd of 150 pedigreed cows were mechanically washed, dried, and milked.” Elsie the Cow proved to be the star of the show, and a hit with children at the Fair.
Carrier constructed a 70-foot-tall replica of an igloo, with two 40-foot-tall thermometers—one displaying the temperature outside, and the other the temperature inside (which some days was 20 degrees cooler). Air conditioning had been installed in some commercial buildings but was unknown to most of the public. An added bonus inside was an Aurora Borealis simulation displayed on the ceiling. In 1940, a dozen other pavilions provided the cooling comfort of air conditioning.
Chrysler ofered a simulated rocket ride to London. They produced the frst public animated 3D flm, “In Tune with Tomorrow;” it demoed
Overhead view of the New
the assembly process of how cars were built. They presented a “talking car,” showed a movie about the history of transportation, and displayed four new car brands. Outside the building was their “frozen forest”—a space where people could pause, sit, relax and cool down on a hot summer day.
Consolidated Edison attracted visitors with an exterior 3,000 square foot waterfall. Inside, a detailed diorama of New York City showed how ConEd electrifed the fve boroughs, with a full day passing from day to night in 12 minutes.
DuPont debuted a revolutionary man-made fber at the Fair, a silk-replacing synthetic named Nylon. A year later when nylon stockings went on sale in a nationwide rollout, DuPont sold four million pairs in the frst four days. Other products displayed in the “Better Living Through Chemistry” exhibit included Lucite, antifreeze, Freon, plastic, and nylon sutures, fshing lines, and toothbrushes.
Ford demonstrated how machine-made products could reduce costs and create new jobs. They ofered chaufeured rides in the newest models,
with cars quickly accelerating up a spiral ramp for a dramatic view of the Fair. Their “Cycle of Production” was a 100-foot wide revolving turntable parading all phases of work, starting with raw materials. The building and gardens covered seven acres and displayed decades of Ford cars and trucks.
Firestone housed a fullscale model farm, a diorama of a rubber plantation, and a mock-up of a tire factory, where visitors could watch a tire being made from raw material to completion. Visitors could order tires onsite. Outside the pavilion stood the world’s largest tire.
General Electric (GE) attracted attention with an ear-splitting, 10-million volt, lightning fash. Inside their House of Magic, the company X-rayed a swathed Egyptian mummy, demoed products, and in 1940, showcased their own television set. GE used booth stafers to conduct market research, a novel concept at the time.
General Motors created the frst fully immersive experiential exhibit. It cost over $7 million (equivalent to $160 million today) and entertained more people than any other attraction at the Fair. “Futurama” presented a glimpse into 1960 with skyscrapers, heliports, multi-lane interstate highways, cloverleafs, and country roads. Comprised of 408 dioramas on one acre, the set included 500,000 buildings, one million trees, 40,000 stationary vehicles and another 10,000 vehicles in motion. Spectators, seated in moving chairs with a self-contained sound system,
enjoyed an 18 minute “fight” over the landscape.
IBM exhibited inside the Business Systems and Insurance Pavilion. They displayed electric typewriters and calculators, time clocks, printers, card punchers and sorters. Additionally, they showcased modern paintings from 79 countries.
Kodak introduced color flm at the Fair. Large photos projected on exterior walls attracted crowds, (one photo captured a baseball shattering a pane of glass). Inside the “Hall of Light,” color photos lit a huge 187x22-foot wall. Guests could view exhibits, murals, equipment, or even relax in one of two movie theaters. Back outside, couples and families posed beside a miniature Trylon and Perisphere—a true Kodak moment, and the most photographed image of the Fair.
RCA transmitted the frst live commercial television broadcast on opening day and replayed it inside their pavilion. They showcased thirteen televisions; each set had a 12” screen, reverse projected onto a larger 3x4-foot space. They flmed attendees walking around the fair and produced two hourlong programs each week. The televisions of 1939 projected 441 lines of defnition.
Westinghouse proclaimed modern science would make life easier through better appliances. In addition to displaying their product, the company buried a time capsule, presented the frst computer game, and introduced Elektro, a seven-foot tall metal robot: he walked, he talked, he smoked, he answered questions. In 1940, Elektro was joined on the
stage by Sparko, his robot dog.
US Steel presented a dome shaped pavilion, supported by exposed steel beams. Inside the 26,000 square-foot structure, dioramas, murals, and live demos engaged crowds.
These 15 showstoppers were only part of the Fair—there were another 182 buildings housing exhibits, plus a steroid-infused Midway. There was a lot to see.
But the Fair did not exist in isolation. War broke out in Europe in September, and several countries did not return in 1940. On July 4 that year, a bomb in the British Pavilion killed two NYC police ofcers trying to defuse it.
A Final Accounting
Nearly 45 million paying customers passed through the Corona Gates those two summers. Unfortunately, expenses were greater than revenue, and the Fair lost $18.7 million. Fingers pointed in many different directions, but the loss was mainly due to mismanagement, wretched excess, and a lack of successful cost controls. Six years earlier the Chicago World’s Fair made a proft.
On a positive note, the 1939/1940 World’s Fair created tens of thousands of jobs and had an economic impact of $280 million for New York City. It contributed 80 million pounds of salvageable steel for the war efort. It transformed a dump into the future home of the New York Mets’ Shea Stadium and the U.S. Open. It showcased new inventions, developed business sales and promoted brand recognition.
It fashioned memories that would never be forgotten.
New York World’s Fair, March 1940. National Archives photo
Owning the Brand
BY PAT FRIEDLANDER
If you sat through a marketing class prior to the new millennium, you learned the customer, not the company, owns the brand. But the new century made adaptations to the term ‘brand’ and, as an extension, ‘branding.’ The use of the term(s) changed to be synonymous with ‘corporate ID’ like PMS colors, logos, and the like. more accessible, but it dilutes the emphasis on the connection the customer has with the company and/or ‘the brand.’
My pre-millennium marketing education focused on the the focus on logos, colors, and similar elements takes the the customer to absorb positive brand experiences. The marketing vernacular today calls it engagement, but the customer’s encounter with the brand is so much more than that. Nor is brand about the customer’s understanding of the exhibiting company’s core values. Those provide internal motivation to show up with predictable consistency in the market, and they’re important but secondary to the customer experience.
Dream Craft, and Tony Erpelding who has his own design consultancy.
I’ve worked with them and asked how they would “approach” the brand question. We moved from theory to application by discussing connecting with customers in the space.
Erpelding recalled conversations with colleagues about brand. “A brand is a promise that a company makes to its customers, their expectations for the company,” he told me. “Either they’re met, or they’re not. I certainly think the aesthetics and materials are part of it, but basically, the question becomes a behavioral thing.”
Here is what they say about brand and what to consider when addressing client needs:
Tony Erpelding and Looking Like Apple
You have to support a brand. You need a strong point of view and to stay consistent with it. Apple did it, and they did it in spades. Clients love to say, “We want to look like Apple.”
Questions to Ask
Brand: From Theory to Application
I reached out to two of the many incredible designers in our industry, Chris Radovich, now senior vice president Creative at Los Angeles-based
So, you ask yourself: What am I doing from a design standpoint to support the behavior consistent with growing the brand? How am I planning to engage with customers? What can you do? How do you want to engage with your customers at a tradeshow in a way that is more consistent
with your brand?
Maybe it’s because we really want to partner with them, sit side by side with them, and not feel like it’s a transaction across the counter. You create an environment to support that kind of activity. What do you want your customer’s journey to be? And what are the steps to make that happen? Those steps can determine an awful lot of the decisions that you make in designing for a brand.
Defend the Brand Integrity
Sometimes, individual product managers want to do their own things in the booth that aren’t consistent with the overall engagement. I often have to play the bad guy. “No, you can’t put that thing here.”
Exhibitors need to work with their designers or agencies to develop the standards, write them out, and give examples. They do it with logos and all happen in the exhibit environment. You have to spell out the do’s and don’ts. What are the design statements that make this unique for your company?
But this also touches on another thing: you can design this great experience or environment, and then who don’t know what they’re doing. The trained. They have to understand how you want them to engage with people; spend some time discussing that.
Just because you build it, they may not come. You can’t of people who don’t know what they’re talking about or who don’t know how to engage with people. Ancient tradeshow wisdom says the
is the most important element of the exhibit experience.
Chris Radovich and the LED Ketchup Bottle
Because I’m working for a company in LA, I’m getting a combination of high-tech work with a lot of LA-based agencies, so we work with a lot of very big brands. For example, one of my
clients is Kraft Heinz. Their big thing is branding, but it is more than making the logo bigger. What is important for a brand is how to incorporate the social aspect. There’s so much user-generated content and social media in play, so the question becomes, how are they perceived? What’s the photo opportunity for people engaging with the brand?
We create Instagrammable or Facebook moments that get people excited. We’re not just building exhibits; we’re building emotional connections.
Make it Interactive
I try to integrate the social aspect into almost every project I work on now. The exhibit is more of a thematic environment. What’s the big story?
We incorporate small elements in a large exhibit to tell the story. We created a French fries throne for Kraft Heinz when Game of Thrones was a big thing. We also had an oversized LED Ketchup bottle in the booth. You could get your own laser-printed branded mini ketchup bottle with your name on it.
It’s getting people excited about the brand. You can plug in what kind of topping you want: What’s your favorite sauce? The bottle can change from the LED Ketchup bottle to a mayonnaise bottle, ranch dressing, or whatever- maybe
It’s an Instagrammable or Facebook moment.
People were coming up and getting their photos taken. We
rate elements of the brand.
Make it Fun
How do we make it a fun interaction—and how do we do it appropriately for the client?
Who’s attending this? We try to get a feel for the customer journey: Who do we want to attract? Who are we targeting, and how do we get them to engage?
photo booths were a big thing, and you’d get your photo or than that now.
Now, we encourage people to enjoy and take advantage of these elaborate branded backdrops and interactive displays. You must consider who the audience is, how to create
a space they want to enter, and how they can interact with it. Because we do have elements that might get a big draw. I have to plan for space because I usually deal with bigger spaces. But we still do the traditional tradeshow, the 20x20-feet and 30x30-feet, and things like that. I still play around with a lot
are cost-conscious, so we use a lot of the fabric. And when we want to spend extra money on a thematic element, we will.
How About You?
Think about the brands you “own.” Nike or Adidas? United or Delta? Beats or AirPods? And then think about the decision—because that’s what designers create.
Designing the Future
HOW INNOVATION, SMART MODULARITY, AND SUSTAINABILITY ARE RESHAPING EXHIBIT DESIGN
BY MARK HEBERT
Exhibit design is evolving, with modularity, interactive technology, and sustainability driving the next generation of trade show experiences. In 2025, many exhibit builders are focused on adaptable structures, immersive engagement, and smarter materials to create booths that mentally responsible.
Beyond Aesthetics: Designing for Engagement
Today’s exhibits function as immer sive brand experiences rather, than static displays. Coty Adams of Rockway Exhibits + Events notes that exhibitors are moving toward interactive environ ments that activate multiple senses and encourage deeper audience connections.
sign trends, companies are prioritizing interaction,” Adams explains. At Micro soft Ignite 2024, for example, a booth transformed visitor interactions into a sustainability initiative—each engage ment led to a real tree being planted, vi sualized on a growing digital display. At Scope 2025, a brand used vintage phones playing multilingual stories to connect with a global audience in an unexpected, interactive way.
Tech-Driven Transformation: Smarter, More Adaptable Exhibits
Exhibit spaces are becoming more dynamic and adaptable. “Advancements
ing pivot doors, ClimatePart
for more sophisticated booth streamline setup and create more versatile environments that multiple shows.
Aluvision is also advancing modularity with its aluminum
Innovative Exhibit Case Study: The Rise of Smart Modularity
ATMOS Exhibits.
beMatrix has introduced modular
Tightener system allows for faster in stallation and reduced labor costs, while lightweight structures lower shipping emissions. These innovations make it and reusable.
Sustainability and the Future of Materials
The demand for sustainable, reusable exhibit structures continues to grow. “Com panies are no longer just interested in sus tainable materials—they want systems that maximize reuse and reduce environmental impact at every stage,” Smolen says.
Both beMatrix and Aluvision are pushing their carbon footprint. Aluvision’s frames are made from recycled aluminum and anodized for durability, ensuring they last through multiple show cycles.
“The future of exhibit design is scalable, vision representative. “We’re seeing more demand for modular booths that can be ing waste and lowering costs over time.”
A prime example of this shift is Better Nutritionals’ exhibit by ATMOS Exhibits at Natural Products Expo West. The 20’ x 40’ booth combined:
» Lightweight overhead fabrics for maximum visibility.
» A curved AV wall displaying dynamic, responsive content.
» A modular sampling counter with translucent bins for hands-on interaction.
This type of adaptable, interactive ex hibit represents the growing demand for booths that are not only visually engag
Looking Ahead: The Next Phase of Exhibit Design
Industry leaders agree that the future of exhibit design will focus on adaptable environments, modular and sustainable materials, and integrated technology that enhances attendee engagement.
As Adams puts it, “We’re moving toward an era where exhibits aren’t just designed—they’re intelligent, responsive, and continuously evolving to create deep er connections with attendees.”
The next generation of exhibits will be ences across multiple events.
Photo by Gary Prochorchik, Exposures Ltd.
Transforming Spaces.
WHERE INNOVATION
MEETS ACTIVATION.
We are the architects of unforgettable moments that power meaningful connections between brands and their audiences using AV and LED technology. With a focus on innovation, we seamlessly blend cutting-edge equipment, heartfelt storytelling, and a touch of production magic to elevate your vision and leave a lasting impression. Let's craft extraordinary experiences together!
Why Is It We Do This?
When you describe our jobs to any sane human being, they think you are out of your mind. You get a blank stare. Or its the look that questions your planetary heritage. After all these-
By Jim Obermeyer
Passion
ple that sleep is optional, nutrition is for changing to a position) outside the tradeis that keeps a person doing this. this business:
goes back to my being accused of being a “jack of all trades, master of none.”
Creativityare part of building something, though the attendee, combining architecture andand tell your story.
People
This business brings a lot of interesting -
Varietyof challenges and demands depending predictable 9-5 job.
a forklift and the lofty strategic corpo-
It takes a certain kind of person to under tremendous pressure to meet Once you’re in it, it takes high energy, the thought you guys could do this!” It’s a5000-square-foot home in four days… later.” “What, you think they build these are from another planet…
critical each decision is and the quality your team upon accomplishing it.
Jim Obermeyer has been in the exhibits and events industry for over 40 years, both as a corporate trade show manager and exhibit house owner. He can be reached at jobermeyer903@gmail.com
Photo by David Ho ffl ich, Oscar & Associates
Framing Storytelling
THE POWER OF PROFESSIONAL EXHIBIT PHOTOGRAPHY
BY DANELLE DODDS
A well-designed booth captivates audiences through multiple touchpoints. When you see an exhibit, you witness a delicate curation of brand storytelling, precision design, thoughtful engagement, and strategic marketing. Every inch is intentional and crafted to evoke an emotion. Each square foot is commoditized, as the show can represent a sizable chunk of an annual marketing budget. These towering, emotive struc-
tures last only a few days before the crowds fade and the moment passes.
So, how does a brand immortalize the impact and nuance of its story while squeezing every last drop out of the marketing power of its investment? Unless a company has hired an exhibit-savvy photographer to capture lightning in a bottle, the booth’s shelf life is only as long as the show. The art form demands a professional with an eye for
detail, a big-picture understanding, and a brand’s message.
FOLLOWING YOUR EYE: ARCHITECTURAL ART
Exhibit booth photography is its own beast, distinct from landscapes, portraits, or event candids. It requires an artist who speaks the poetry of angles, the language of lines, and who understands the post-
Photo by Gary Prochorchik, Exposures Ltd.
script of post-production. The approach photography than one might expect. David Marquardt, photographer and owner of David Marquardt Architectural Photography, has captured architecture and exhibits for over two decades. Mar-
architectural photography. It’s the same kind of attention to shape, lines, and balanced lighting.”
Every booth is a structural marvel, so an architectural eye for composition is key. Each sightline, focal point, and design choice works together to command functionality may not always align with still shots. Without a photographer who understands how to communicate this type of storytelling, images of the booth can result in unremarkable photographs. Understanding how angles, lines, and perspectives guide the viewer’s eye parallels how a designer crafts the booth. An improperly framed shot can unravel a designer’s careful attention to symmetry and balance. The wrong angle will make an expansive booth appear cramped, while the proper perspective can emphasize its depth and grandeur. When done correctly, a well-composed image will guide a viewer’s eye on a journey. An artistic shot will communicate the company’s intended emotion behind the design choices.
Gary Prochorchik, a professional photographer of over 40 years and president Ltd., recognizes the need for more than aply walk up to an exhibit and start shoot-
have to stylize the exhibit based on what a client is trying to capture.”
composition tells a story.”
THE BIG PICTURE: A FULL STORY CAPTURED IN MINUTES
That story extends beyond composition and framework. A talented exhibit photographer is a storyteller whose images capture a brand’s message or desired emotion. Each dollar spent on a booth supports a company objective: a product launch, a marketing campaign, or a rebrand. Every display brings an objective to life. An exhibit photographer crystalizes a company message and the booth designthere is a message the company is trying thinking about what the exhibitor wants to come away with. That becomes your story.”
walls and fancy installations. I’ve got a story to tell. If the photos show the booth in all its glory, then our clients have something that cements its success.”ing somebody what it’s like to be there.
ence through this shot.”
After his decades in the business, Pro-
brand as dramatically as possible, and you don’t have a lot of time to do it.”
Unlike architectural photography, exhibit photographers do not have time on their side. In most cases, the photographer sees of the shoot, only hours before the conknow the space.” There is no luxury of time to light and drape the exhibit leisurely.
you as soon as you walk up to it,” Mar-
And even then, the photographer is
Photo by Gary Prochorchik, Exposures Ltd.
Photo by Gary Prochorchik, Exposures Ltd.
PHOTOGRAPHY SPOTLIGHT
They are racing the clock to capture the
dozen contractors to get the shot,” explains Prochorchik.
Exhibit photographers must make split-second decisions on the best way to shoot the booth. The talented ones understand how to capture every emotional takeaway the brand wants the audience to feel. Walking the knife’s edge between artistry and objectives, exhibit booth photographers create masterpieces in minutes.
THE MAGIC OF POST-PROCESSING: WHERE GOOD PHOTOS BECOME GREAT
Raw images straight from the camera rarely tell the whole story. Post-productionraphy magic happens, where images arelife in post,” explains Prochorchik.
Digital editing corrects the inevitable challenges that plague booth photographers. Inconsistent lighting, distractingrected in post. Skilled editors adjust exposure, color balance, and contrast to ensure branding elements pop with vibrancy. They can remove unwanted visual clutter. High-end retouching allows for minor (and major) adjustments that perfect the composition. The crème de la crème of images can even blur or darken the surrounding booths, allowing the focus to rest entirely on the brand. This bullseye accuracy and impact.
But even the most skilled post-production tweaks require a foundation of artist-
LEGACY THROUGH THE LENS: MARKETING, AWARDS, AND BRAND ATTRACTION
Understanding and appreciating the sophisticated art of exhibit photography is one thing. But what does it mean? To what end does it matter?
The answer is simple. Professional images of a brand are one of its most powerful marketing assets. The photos captured fuel social media, websites, and internal engagement. They are visual support for client pitches. They entice future customers and power marketing campaigns for years. Moreover, the imagery can power industry accolades
magazine award programs to corporate design competitions, compelling booth imagery can make or break a submission. Judges may never see the exhibit in person, making the well-shot images the
image comes to life in post, but a professional booth photographer knows how to get that shot correct from the start.”
exhibit design, award programs also play a crucial role in recognizing excellence. From industry honors like show and
Professional booth photography allows a brand to maximize every cent of its marketing investment; it ensures its legacy through its lens. Because when the lights dim and the crowds disperse, only one thing remains: the image. And in today’s competitive event landscape, that image keeps the brand’s conversation going long after the show closes.
Photos by David Marquardt, David Marquardt, Architectural Photography
The CES 2025 BOSS Award Winners
BY TRAVIS STANTON, THE EXPERIENTIAL DESIGN AUTHORITY
The Consumer Electronics Show (CES)-FIRST PLACE
LG Electronics
Design: LG Electronics
Fabrication: Czarnowski
by
Photo
Tim Rogers
MEET THE JUDGES
The nine CES 2025 BOSS Awards judges evaluated and scored finalists on five criteria: Concept and Design, Technology and Innovation, Engagement and Immersion, Execution and Fabrication, and Overall Impact.
Christian Lachel, LEED AP, Chief Creative Officer, BRC Imagination Arts
Christina Stoll, CTSM Diamond, CDMP, PCM, Former Senior Marketing Manager, Event Marketing, HD Supply
Frank Jones, Experiential Producer, A Team Experiences
Glenda Brungardt, CTSM Diamond, Former Global Event Manager, HP
Jessica Sibila, CMP, CTSM, Executive Director, The Exhibitor Advocate
Michael Vallone, Vice President, Creative and Brand, Hill & Partners
Mike Denison, Head of Design, Smithsonian National Museum of American History
Stephanie Chavez, CTSM, Vice President of Sales and Marketing, BlackPearl Technology
Stephen Ross, Vice President, Executive Creative Director, Access TCA
Design by New Moon; Fabrication by MadeFirst 7th Place: Hisense
Design and Fabrication by Impact XM
8th Place: Xreal
Design and Fabrication by Together Act Marketing Consultants
9th Place: Bosch
Design by Made OK; Fabrication by Metron Eging
10th Place: Kubota North America
Design and Fabrication by Czarnowski Collective
PEOPLE’S CHOICE
Oshkosh Corp.
Design by 3D Exhibits, a Sparks Company, and Sparks, a Freeman Company; Fabrication by 3D Exhibits
FOURTH PLACE
Samsung Electronics
Design: Cheil Worldwide Fabrication: MC2
HONORABLE MENTION
TCL Corp.
Design and Fabrication by George P. Johnson
For the full list of Finalists and Award Winners please visit: https://www. experientialdesignauthority.com/ post/ces-2025-boss-award-winnersrevealed-during-las-vegas-event
Samsung
photo by Proto
Images / Olga Minkevich; Ring Block photo by Ring and Monks
Samsung Electronics Ring
The ExSys Awards recognize excellence in systembased exhibits, showcasing projects that exemplify creativity, innovation, and superior design. These awards celebrate the ingenuity and creativity of designers and marketers who push the boundaries of modular and system-based solutions.
Finalists Announced 05/01/25
People Choice Voting Begins 04/17/25, ends 05/01/25
Awards Ceremony is in June in Chicago, Illinois
For more information on the event please visit Exhibit City News. For more information on the ExSys Awards and future awards programs please visit the Experiential Design Authority’s website.
AIRPORT SNAPSHOT by Kerstan Szczepanski
Photo courtesy of Visit Anaheim
John Wayne Airport
Airport Code: SNA
Location: 18601 Airport Way, Santa Ana, California
Date Opened: 1923 (originally Eddie Martin Airport, renamed in 1979 to honor actor John Wayne)
Size: 500 acres, with three terminals (Terminals A, B, and C). There are 22 gates and two runways. Its main commercial runway is 5,701 feet—shorter than most major airports.
Transportation: Rental car services are located on-site. Uber and Lyft pickup areas are available outside baggage claim. The Orange County Bus Route 76 serves the airport. Travelers can also take Metrolink or Amtrak from nearby Irvine or Santa Ana stations. The airport is accessible via the I-405 and State Route 55.
On-Site Facilities: John Wayne Airport (SNA) has a variety of dining options, including fast-casual and sit-down restau-
for travel essentials, electronics, and souvenirs. Free Wi-Fi and charging stations are provided throughout the terminals. TSA PreCheck and CLEAR lanes provide expedited security screening. Additionally, the airport has pet relief areas.
Fun Fact 1: Due to strict noise restrictions, SNA has one of the steepest com-
Fun Fact 2: SNA is the only commercial airport in Orange County and is a preferred alternative to Los Angeles International Airport for travelers headed to Disneyland Resort and convention centers in Anaheim and Long Beach.
Website: www.ocair.com
Booth Babes Through the Decades
Beauty sells. That was true with some print advertising in late 1800’s, and it’s still true today, to
In The Beginning female models representing event was during the 1939 New York World’s Fair. Ford had the Future” highlighting legs and nymarketing, and models. surged and prosperity returned. One
By Bob McGlincy
beauty to sell was the automobile indus-panies added a new element to the show emerged more prominently. moving up in the world. HowWomen wore tight dresses and high heels while selling the image of people. By the 1960’s, in both print models were presented in tandem—the babes on the tradeshow floor motored into other industries.
The Last Fifty Years
CES featured booth body painting overation (CTA), was asked about models body paint and thongs.
Changing Attitudes
eyeballs and bodies to the exhibit; they
Photo courtesy of Neuwieser
posed for photographs and sometimes handed out literature. However, exhibitors soon learned that these models, when
dustry, for example, never hired as many models or hostesses as the auto shows. The ones they did hire tended to be better trained, more professional, and were from attendees.
speak multiple languages; others hold
there was a shift away from the boothinterpretation, they are a start. Today, most professional models areedgeable, well prepared, and well spoken.
drivers to be their brand ambassadors. Some hostesses have turned a temporary exhibit leads travel and install exhibits at
events,” Aria had expressive eye, mouthtions in multiple languages. However, some of her responses were delayed—as the night before. less, human? What does that say about
The Bottom Line
Hosting in an exhibit, whether male or
Will The Future Be Robotic?
exploitative if booth babes are human in
Whether the image is professional or tawdry, the show, exhibitor, and individall people.
Bob McGlincy is the co-author of “The Invisible Industry” and can be reached at BobM@exhibitcitynews. com. Feedback is welcome.
Helen Edwards, Juanita Beatty, and Connie Lent, cast members of the Broadway hit Having Wonderful Time, demonstrate the spacious luggage compartment of a Buick coupe in this 1937 promotional photo
A promotional model poses with a Lancia 037 rally car at the MPH Show NEC 2009
The Three Types of Attendee Engagement That Drive Better Results
By Liz Lathan, CMP
We need to drive more engagement at our booth this time.”
We’ve all heard that from our client or our internal leadership team but Badge scans? Conversations? Or the deep and meaningful combination of gettingly after interacting with your brand?
To get rave reviews from the powers they are measuring success so you can design to their desired outcomes.
I like to explain to them that we can craft and measure three types of engagement: Cognitive, Behavioral, and Emotional.
Cognitive Engagement: Make Them Think or Help Them Learn
This is how you engage attendees’ minds by sparking curiosity, challenging assumptions, and delivering insights that shift their perspective. These are the sessions that help them learn something about their problem, your solution, or something to help them be better at their job.
People remember what makes them think, not just what they see. By teaching an attendee something, your brand is established as a trusted expert rather than just another vendor.
When you give attendees an intellectual reason to come back and engage further or send others your way to learn what you’ve taught them, you know you’ve made an impact.
Three ways to bring this to life in your booth:
» Turn your booth into a learning hub by hosting interactive knowledge sessions instead of passive product pitches.
» Present industry insights in a way that matters to attendees, is relevant to their daily job, and is shareable for them to look like the smart one who found it.
» Facilitate “Aha!” moments by posing big questions, offering fresh perspectives, and providing handson opportunities to explore solutions.
What if, instead of a standard product demo, you invited attendees to participate in an industry challenge? They could predict trends, test new ideas, or compare solutions in a way that makes them and then share that publicly.
Behavioral Engagement: Get them to Do something
Get attendees to take action by physically interacting with your space, participate in activities, and engage with your brand beyond passive observation. This is core to gaining an “engaged” attendee. Active participation creates stronger memory recall than passive consumption, and movement and interaction increase attention span and retention. Paired with your cognitive engagement initiatives, “doing” reinforces learning; attendees internalize your message through experience. Behavioral engagement might mean:
» Building an experience by letting attendees test-drive products, participate in real-world applications, or co-create something using your products.
» Gamifying the engagement: leaderboards, challenges, and interactive tech keep attendees involved and give them a way to actively move through the experience in a structured way.
What if instead of a sales-led demo, you set up a real-world use case where attendees can test the product themselves and try to solve a problem that they might experience in their own business? Having them complete a task or challenge shows the value of your solution in action.
Emotional Engagement: Make Them Feel Something
A couple of goals here—one is to create a personal connection with your brand that sticks long after the show ends, but the more important one is creating an environment that fosters the desire to do business together.
You know the old saying: attendees won’t remember what you said; they’ll remember how you made them feel? It’s true. Emotionally engaging activities means that people buy from brands that align with their values.
Experiences that evoke joy, excitement, surprise, or nostalgia create a lasting impact.
Emotional engagement might mean:
» Creating something called “prosocial effervescence”—an experience that can be shared simultaneously with a group of people, connecting them through moments of personal impact.
» Using storytelling, not selling, to share real customer success stories that attendees can relate to.
» Designing unexpected, personalized interactions that leave a lasting impression.
What if instead of handing out generic swag, you created a custom gifting experience where attendees chose a meaningful item based on their interests? Then you add a personal note or a tailored recommendation based on their conversation with your team?
How to Apply This to Your Next Exhibit
Tradeshows are high-investment opportunities, and success isn’t measured by how many people walked by your booth. It’s measured by how many left truly engaged, and then took action.
» Cognitive Engagement makes them think.
» Behavioral Engagement makes them act.
» Emotional Engagement makes them care.
When all three come together, you create an experience they won’t forget… Most importantly, they’ll answer the phone when your sales rep calls.
Beyond the Booth
A NEW WAVE OF ACTIVATIONS
BY DANELLE DODDS
On today’s tradeshow , the battle for attention is churning. Rows upon rows of exhibits vie for attention. Each hopes to lure attendees into meaningful conversations, product demos, or brand experiences. But static booths are no longer enough in this era of shortened attention spans and heightened expectations. The rising tide
Activations. These immersive, interactive experiences intend to capture attention, spark curiosity, and create unforgettable moments, even at the least interactive shows.
As Stefanny Avera, COO of Amusement, Exhibit, and Event Services (AE&ES), points out, “If your show is not engaging, your booth needs to be.” She would know. Alongside CEO Gary Bordman, the team at AE&ES has served exhibit and event enhancements for over three decades.
She says, “We have seen every evolution of activations.”
A New Wave of Experiential Engagement Activations aren’t new.
attempted to seduce attendees as long as there have been conventions and exhibits. However, the shoreline of engagement has changed. A new workforce is driving a tsunami of innovation.
“We are painting with a bold brush because the expectations are so much higher now,” explains Rolando Espinoza. As the creative director of Champagne Experiential Studios, he and his team have delivered immersive engagement since 2003. They are well acquainted with convention attendees’ of-
“The audience is younger. They go to festivals; they see things on TikTok,” he states. “They have seen more than some of
the previous groups have. And they want to recreate those engaging experiences.”
He’s not wrong. A recent Forbes article pinpoints the seismic shift responsible for this new wave of innovation.
According to the piece, Millennials are teetering on becoming 75 percent of the workforce by
2025. This tech-savvy, diverse, grown up in a world where per-tips. The engagement they are drawn to puts them squarely in the frame. Espinoza eloquently points out. “People don’t want to look at the show; they want to be the show.”
Photos courtesy of Champagne Experiential Studios
Activation Trends:
This engagement trend shows no sign of receding, especially because most activations are now rippling with a focus on social media currency from user-generated content. Social media shares have become a key performance metric. Espinoza exclaims, “I can’t imagine any activation not being built for social media! There is a legacy that social media leaves behind.” Avera concurs, “Activations that allow the attendees to share their experience in real time, that generates buzz for that brand, is always a draw for clients.”
To that end, photo-centric activations with social media possibilities remain wildly popular. The formula of takeaway + branding = win/win has been upgraded from nostalgic, classic photo booths to elaborate branded walls, installations, and sections of the booth itself.
Aisle-facing walls or dedicated areas within the booth become immersive backdrops that coax clients into whimsical settings begging to be shared on social media. From foliage, neon messaging, and seating to oversized Lego® walls, photography op activations can shape a booth’s in cyberspace. When you add AI, you can take fantasy to the next level. AI has swept into the photo experience, with the subjects into augmented versions of themselves. “We can turn attendees into Legos® or F1 drivers!” laughs Espinoza. Technology is also being used to encourage both engagement and dwell time.
is leveling up. Attendees can immerse themselves in virtual experiences beyond simple VR headsets. The innovation blurs the line between the attendees and the show experience. Espinoza shared a recent installation with a client who wanted to do a customized interactive wall. “We did an augmented reality experience where attendees could paint features on a giant wall. They could wave their hands and across the screen.” Some activations now even include haptics. “We’re getting a lot of requests for our F1 experience, where attendees can race against each other with a 49inch ultrawide curved screen, paired with the Thrustmaster Ferrari Edition steering wheel and full-motion chair. Attendees get to feel every twist, turn, and movement while they are
over thousands of square feet, booth activations demand concentrated footprints. Tapping an activation partner while mapping the booth design can result in more immersive experiences while sidestepping unplanned mishaps.
“Many clients don’t consider the marshalling or drayage, which impacts their bottom line. If we are involved in the discussion, we can help them plan appropriately,” states Ave-
us early because our ideas impact their booth design. Espinoza adds: Bringing us on early is a dream scenario for experiential planners because we can help them avoid pitfalls.”
immersed in the game like never before,” Avera describes. Innovation is also taking shape in bot form. Espinoza is quick to answer when asked about additional trend requests on clients’ lips: “Robots! Robots, robots, robots. Robots that serve you drinks. Robots that take your picture. Robots that look like dogs. They are an eye candy that people really like, especially for technology
Get Upstream:
Unlike engagements at live events, activations on
upstream integration. Instead of waiting to shoehorn an activation into a booth design once completed, conversations about engagement oppor-
they start earlier. Whereas receptions and galas can squat
Advance activation planning also assists when it comes to the integration of branding and lead generation. “Almost 86 percent of what we’re doing is customized,” Avera shares. “Customizing is wide open in terms of technology. We just need the time to plan for it.”
Those additional ripples of customization help with lead retrieval. Some activations can capture critical data for
Most photo engagements link to email addresses, immediately expanding a client’s database. Some activations can capture audience polls, resulting in valuable customer insight. When combined, they create a trifecta of ROI.
do more than just drive foot
lead generation, and brand awareness,” summarizes Avera. “They give exhibitors ROI that drives engagement. People simply engage more when there is an activation.”
Anaheim: A Cornerstone of the Community
by Kerstan Szcezpanski
Located in the heart of Southern California, the Anaheim Convention Center (ACC) stands as the largest exhibit facility on the West
the venue has undergone six major ex-
These expansions have added state-ofthe-art exhibit halls, meeting rooms, and foot Grand Plaza, which has become a favorite for outdoor events and recep-
Disney, ACC is the site of groundbreakevents include NPEW (the united state’s largest natural products expo), BlizzCon, Anime Expo, WonderCon, NAMM (one of the world’s largest tradeshows for the music industry), and countless conventions that draw
EAT
Morton’s The Steakhouse (1895 Harbor Blvd). Just a third of a mile from the convention center, Morton’s offers a high-end dining experience. Kick off with Jumbo Shrimp Cocktail, Caviar Service, or Wagyu Meatballs. Then eat in style with a 22-ounce bone-in ribeye, the Australian Westholme Ribeye, or order the 36-ounce tomahawk ribeye for the whole table!
FiRE + iCE Interactive Grill + Bar (400 Disney Way) is located at the Anaheim GardenWalk, a 5-minute walk (0.2 miles) from the convention center. With dinner offered all week, and lunch or brunch Thursday–Sunday, this casual and lively eatery offers an all-you-caneat interactive dining experience.
SLEEP
Whether hosting an intimate gathering or a large-scale event, the center provides cutting-edge audio-visual technology and robust WiFi connectivglass walls and open atriums, creates a
The center’s commitment to innovation is also evident in its LEED Gold certi-
From VidCon, the ultimate gathering for digital creators, to Disney’s
Situated just steps from the Disneyland Resort and surrounded by a mix of hotels, dining, and entertainment options, the center’s location provides plenty of opportunities for entertain-tions like the Anaheim GardenWalk and Angel Stadium are great places for visitors to explore and enjoy the areacess to major airports, including John Wayne Airport (SNA), ensures that attendees from near and far can travel
As a hub for business, culture, and entertainment, the Anaheim Convention Center is more than just a venue; it’s a cornerstone of the community and a
With its blend of functionality, innovation, and prime location, it’s no surprise that it is a premier destination for worldclass events and conventions and the
Hilton Anaheim (777 W Convention Way) is directly connected to the convention center. Guests can enjoy modern accommodations, with an outdoor pool, multiple on-site dining options, a large fitness center, salon, FedEx business center, and EV charging. All rooms are smoke free, parking is charged, and only service animals are permitted. Hotel Lulu (1850 S Harbor Blvd). At a 5-minute walk (0.2 miles) from the convention center, this hotel has a boutique-style while maintaining a playful, modern vibe. There is an outdoor pool and firepit area offering a blend of personality and comfort. It is family friendly with hypoallergenic pillows and mattress tops, all non-smoking rooms, free WiFi and even Giant Jenga.
PLAY
The FIFTH Rooftop Restaurant & Bar (1650 S Harbor Blvd) is a 5-minute walk (0.3 miles) from the convention center. Located atop the Grand Legacy At The Park, it is Anaheim’s only rooftop restaurant and bar. The rooftop offers breathtaking views of Disneyland’s fireworks (when scheduled). The trendy yet relaxed atmosphere makes the FIFTH ideal for networking or unwinding after a long day.
Photo courtesy of Visit Anaheim
SHOP TO SHOWFLOOR
An In-Depth Look into Today’s World of I&D and Event Labor
j5Create by Team One Exhibits at CES Pg. 50 Samsung Electronics Co. Ltd. by Southeast Exhibits at AHR Expo Pg. 52
This section is dedicated to all exhibit house professionals, as well as all exhibit managers and tradeshow coordinators worldwide. For advertising information and rates, please call our offices at (702) 272-0182 and ask for sales.
Photo by Gary Prochorcik, Exposures, Ltd.
j5Create by Team One Exhibits at CES
By Kerstan Szczepanski
by Gary Prochorchik, Exposures, Ltd.
After CES 2024, j5Create invited Team One Exhibits Inc. (Team One Exhibits) in Metro Atalanta to collaborate in their CES 2025 pre-planning meeting. Colleen Anzalone, Account Executive for Team One Exhibits stated, “Participation in j5Create’s initial exhibit design & planning meeting was quite the compliment and a positive step in the development of true exhibition partnership. From that meeting, it was agreed that j5’s CES 2025
exhibit area should visually communicate that j5 was an innovative electronics company!”
Once the vision was agreed upon, the actual design came next.
“Exhibit Designer Emmette job!” Anzalone stressed. “The design and rendering process for j5’s exhibit would not have been possible without his combined creative and technical abilities. Carroll’s knowledge of electronics, stage
lighting and structural engineering were instrumental in the creation of the exhibit and obtaining the required engineering stamp to present the exhibit at CES 2025.”
One crucial element integrated into the design was an LED video presentation area. LED tiles, panels, glass, and even those with adhesive properties were considered for the walls. While it was decided that Nexnovo’s LED Glass Panels would get the most
attention, the weight of the glass made it unfeasible to use
Instead, Team One Exhibits partnered with iGotcha Media to design a custom LED presentation screen with Nexnovo tiles. The design was engineered and programmed to display video across 112 LED transparent tiles (each tile being 1,000 mm wide x 500 mm high). The LED tiles were manufactured to
Photography
By the Numbers
Booth: 50’ x 70’
Booth Walls: (2) 23.75’x 10’ (right and left) (1) 50’ x 10’ (center)
LED Transparent Tiles: 112 tiles arrayed in 3 interconnected sections (2 sections) 23.75’x 10’ (right and left) (1 section) 50’ x 10’ (center)
CREDITS
Exhibit Design: Team One Exhibits Designer Emmette
Carroll and j5Create
LED Technology: NEXNOVO
LED Presentation: iGotcha Media
Static Graphics:
Omar Hernandez Art Director & Graphic Design
Artist - j5Create
LED Graphics: Omar Hernandez - j5Create, coordinating with content creator and producer Kyle Pilot - iGotcha Media in Canada
I&D: Momentum
Management
Project Management:
Team One Exhibits
Freight: Aeronet
Photographer: Gary Prochorchik, Exposures, Ltd.
The tiles were suspended with three-foot-long aircraft cabling from the bottom of the truss, positioning the video screen above the 10 foot high exhibit wall structures.
The video presentation, while built as three separate areas, was produced to present a single seamless presentation across 630 square feet of j5create’s exhibit space. j5Create was also able to showcase Nexnovo’s embedded LED
technology by integrating a Glass LED Poster positioned over j5Create’s GSA approved products. The content on the Glass LED Poster was timed to sync with some of the presentation being displayed on the transparent LED tiles in the back of the exhibit. Omar Hernandez, Art Director & Graphic Design Artist for j5Create, designed the static graphics,
and coordinated with content creator and producer Kyle Pilot, the CTO for iGotcha Media, for the LED graphics.
“Kyle and his very talented and experienced video production team is to be commended for the unique blending of abstract design elements with j5 messaging and j5 products,” said Anzalone. “iGotcha Media excels in blending physical
spaces with immersive storytelling that converge technology, innovation, brand, and design.”
Anzalone said that being j5Create’s exhibition partner was an honor. “I personally would not have been able to orchestrate this production without our technology and fabricating partners. I am especially grateful for my team-tian has a knack for thinking on his feet, he has boundless energy and is deeply committed to seeing a project through to completion.”
SHOP to SHOWFLOOR I&D and Event Labor
By the Numbers
Booth: 50’ x 70’
Booth Footprint: 50’ x 70’
Booth Height: 20’
Graphics Size: 13’ wide x 2’ high logo
Entrance Height: 16’
CREDITS
Design: Southeast Exhibits
Production: Southeast Exhibits
Shipping: Southeast Exhibits
I&D: Southeast Exhibits
Photography: Gary Prochorchik, Exposures, Ltd.
Samsung Electronics Co., Ltd by Southeast Exhibits
at AHR Expo
By Kerstan Szczepanski
Photography by Gary Prochorchik, Exposures, Ltd.
The Samsung Electronics Co., Ltd (Samsung) booth at AHR Expo was a custom-designed exhibit, with its inspiration and design centered around their HVAC equipment. Southeast Exhibits & Events took advantage of structure that not only made a bold stateSamsung product design features.
An immersive LED video wall archway welcomed attendees into the space from all angles. The brand was represented throughout the space with a balance of aesthetics and functionality. Interactive videos and LED lighting accents
lit up the booth with high-tech ambiance, attracting attendees. Southeast Exhibits also integrated an interactive golf simulator game to bring a fun and competitive element to the exhibit and keep attendees entertained while within the booth space.
One of the exciting aspects of the design was creatively allocating space for Samsung’s diverse product lines while for two large conference rooms and ample wall space. This approach beautifully aligned with Samsung’s modern simplicity brand guidelines, ensuring a seamless blend of functionality and design.
Upstate, NY
Portland, ME
Burlington, VT
Montpelier, VT
Concord, NH
Springfield, MA
Hartford, CT
Worcester, MA
Boston, MA
Providence, RI
Blizzard Shuts Down New Orleans Against
all odds, tradeshow crews deliver a flawless show
by Mark Hebert
New Orleans isn’t supposed to get snow. And certainly not a record-breaking blizzard that would shut down the city, cripple its infrastructure, and leave tradeshow crews battling the cold, hunger, and exhaustion just to get the job done.
But in January 2025, that’s exactly what happened.
The National Automobile Dealers Association (NADA) Show—one of the largest and most logistically complex tradeshows of the year—was in full setup mode when the storm hit. By the time the snow stopped falling, the city was buried under more than eight inches of ice and snow, the most New Orleans had seen in over 130 years. Flights were canceled. Roads were impassable. Grocery stores were emptied. And inside the Ernest N. Morial Convention Center, where hundreds of
workers were racing to assemble massive booths and displays, the temperature hovered in the 20s. You could see your breath inside the building.
Yet, against all odds, the show opened on time.
This is the story of the men and women who made it happen—their resilience, their creativity, and their relentless determination to overcome every obstacle in their path.
The Super Bowl Was Supposed to Be the Challenge
For months leading up to NADA, the biggest concern was labor. With the Super Bowl setting up in the same city at the same time, securing a strong workforce was already a challenge.
“We knew planning this show was going to be tough, even before the storm,”
operations at Momentum Management. “We had over 100 laborers scheduled, and we thought juggling that with the Super Bowl would be our biggest headache. Turns out, the Super Bowl was the least of our worries.”
A Storm That Changed Everything
setup, there were murmurs of a storm on the way. But few took it seriously. New Orleans doesn’t get real winter weather.
Then, at 4 a.m. on January 21, reality hit.
Ice coated the streets. Snow fell relentlessly. The city shut down. By morning, fewer than half of the scheduled workers could even reach the convention center.
For Matthew Little, vice president of Nuvista, the initial concern wasn’t the snow—it was the food.
“Having grown up in an area where it snows in the winter, I wasn’t too worried
that getting food was going to be a real problem. Stores were empty. Restaurants were closed. And on top of that, we weren’t sure if we’d get all the resources we needed to complete our booths.”
A Workforce in Survival Mode
When it became clear that workers couldn’t commute back and forth to their hotels, quick thinking was required.
“We secured rooms in the Warehouse District next to the convention center,” Little said. “The night shift slept while the day shift worked, and vice versa. It was an added expense, but worth it for the safety of the guys and making sure the job got done.”
For those who did have to travel back and forth, it was brutal.
“Our hotel was only 1.4 miles away, but the city was completely shut down,” McCreary said. “We had to walk to and from work in the freezing cold. No streets or sidewalks were clear. It was an adventure just getting there.”
there were no hot meals—only vending machine snacks, crackers, and whatever
else workers could scavenge.
I think I ate more granola bars that week than I have in my entire life.”
Unlikely Heroes
Despite the chaos, the industry did
One of the biggest challenges was missing materials. A shipment of beMatrix panels, essential for one of the show’s biggest booths, was stranded in Atlanta.
“We were short 60 panels,” Little said. “We sourced them from a local exhibit house, but we still needed a way to get them to the convention center. One of our local guys—who used to be a tow truck driver—volunteered to pick them up. What should’ve been a 30-minute drive took over three hours round trip, but he made it happen.”
Then there was Bill Kunberger, an account executive at Momentum Management, who heard about the storm from
back, he jumped in his car and drove to New Orleans.
“When Bill showed up, he had a full bin of wool gloves, hats, and hand warmers,” McCreary said. “We were freezing, and he just walked in with everything we needed. That was a real morale boost.”
Inside the convention center, every coffee maker was running non-stop. Teams shared supplies, shared food—shared whatever they had.
another company when we ran out,” Little said. “Everyone was in survival mode, but we made it work.”
“We Thought We Might Not Make It”
The challenges weren’t just logistical— they were mental.
There was a moment when McCreary and his team thought they wouldn’t
“We still had exhibits in transit, and trucks were stuck in the snow,” he said. “One of our biggest builds, which normal-
ly takes two and a half days, didn’t arrive on-site until 2:30 p.m. the day before the show opened.”
The only option? Work around the clock.
Some crews pulled 14-hour shifts. Others went 28 hours straight.
And yet, no one complained.
“They just kept asking, ‘What’s next?’” team. Everyone was focused, minute by minute, on what had to get done.”
A Show Floor United
The real magic of the tradeshow industry isn’t just in the booths—it’s in the people.
“There’s no hierarchy on the show
executive director of EACA. “Everyone has to work together. Freight is constantly shifting, space is limited, and every project depends on coordination. That cooperative culture is what makes this industry work.”
That culture became even more critical in the storm.
“This wasn’t just about getting the show ready,” Wurm added. “It was about making sure people had food. That they weren’t freezing. That they were getting enough rest. It was a level of teamwork you don’t always see.”
By the time the show opened on Friday, it didn’t matter what company you worked accomplished something extraordinary.
Lessons from the Storm
When asked about the biggest takeaway from the experience, Little didn’t hesitate.
“Always pack warm gloves, a wool hat, and thermals,” he said. “And maybe some snacks.”
McCreary, who has been in the industry since 1988, put it in perspective.
“This was the hardest challenge I’ve ever faced in my career,” he said. “But we did it. Not because of luck, but because of the people. The people in this industry are tough. They’re resilient. Whether it’s a snowstorm, a hurricane, or any other
And at NADA 2025, against all odds, they did.
How General Contractors Approach Sustainable Strategies
by Debbie Hall
For the tradeshow industry, the movement toward sustainability momentum, with more businesses and individuals response, gendeveloping and im plementing sustainable strategies for organizations sustainability and more, Exhibit City News sat down with Edward Pimienta the -
various departments whose role is to identify, evaluate, and propose strategies that
allows us to progressively move toward a more responsible and environmentally friendlyson is a national and international full-ser-
the tradeshow, exposition and members of
a trend into a fundamental ex-
Orlando, Las Vegas, California to sustainability in tradeshows, partners and suppliers toprised of professionals from
our role in this industry by expanding our understanding
panies in our industry strive toals, minimize waste in exhibitor
ECC has also made sustainability a priority by promoting awareness and supporting re-es among part-
exhibitors who materials, helping of sustainable initiatives-
tion of innovative modular materials for reusable exhib-tory push for lower emissions and greater environmental-need for a deeper industry-wide
share our sustainability values, and whenever possible, we use -
Sustainability as a Priority--
to minimize environmental Evolution and the Future
sustainability evolving beyond
methods for vendors and attendees—whether they were should build upon in the years
Edward Pimienta
Haley Sandherr
THE TRADESHOW GRAPHIC COMPANY THAT CARES THE TRADESHOW GRAPHIC COMPANY THAT CARES
Framing a More Equitable Future
HOW THE CARPENTERS UNION IS BUILDING INCLUSIVE PATHWAYS—THROUGH MENTORSHIP, TRAINING, AND LONG-TERM SUPPORT
BY MARK HEBERT
The United Brotherhood of Carpenters and Joiners of America (UBC), through its regional councils like the Eastern Atlantic States Regional Council of Carpenters (EASRCC), isn’t just building careers—it’s rebuilding access. Through partnerships, mentorship, and targeted pre-apprenticeship programs, the Carpenters Union is opening doors for women, people of color, and career changers, helping to shape a more diverse and resilient future for the trades.
From Doubt to Direction
Gina Yiantselis was managing a restaurant in Philadelphia when she realized something was missing. “I had no excitement for the future—nothing ever felt like the right move,” she says. A soul-searching moment led her to the Sisters in the Brotherhood website, where she saw a phone number for Layla Bibi. “She told me, ‘We have a program starting in two days. Bring your resume, your high school diploma, and be ready to work.’”
That program was CARP—the Carpenters’ Apprentice Ready
Program. Gina is now a proud graduate, third-year apprentice, and CARP instructor. “This program gave me a place to thrive,” she says. “Once upon a time, no one knew how to do anything. Don’t stand in your own way— because you can do this.”
A Pipeline with Purpose CARP is more than a training program. It’s a bridge for people with no industry connections—particularly women, Black and Brown Philadelphians, and those looking for a new start. It delivers handson experience, soft skills development, and test prep to help applicants succeed in registered apprenticeships.
“The reason for our work is not just to speak to numbers,” says Bibi, who now serves as a Council Representative and Chair of the Sisters in the Brotherhood. “It’s about mentorship and long-term support. We focus on quality over quantity—because retention is the goal.”
Carmita Champ found CARP while researching opportunities for others.
came across an apprentice-
ship guidebook on a city councilmember’s website. “I left my professional career in education to pursue the trades,” she says. “Now as a second-year apprentice, I’m often the only woman on-site, but I’ve learned how to show up, manage daily challenges, and advocate for myself.”
Community-Focused and Career-Ready
The union’s support doesn’t stop at entry. From instructors to council reps, apprentices report feeling seen and supported throughout their journeys.
“I’ve never experienced this kind of mentorship before,” says Yiantselis. “Whether I
need training, advice, or just someone to talk to, I know they’re just a phone call away.” CARP continues to evolve—
ulum based on each cohort’s needs. “It’s more than just training,” says Champ. “It’s a community that prepares you for the road ahead.”
Empowering the Next Generation of Tradeshow Carpenters In Baltimore, the HER Resiliency Center and EASRCC have launched a bold new initiative: the Triple Crown Academy, designed to prepare underserved women for ca-
reers in tradeshow carpentry.
The 18-month program combines an 8-week pre-apprenticeship with on-the-job training, trauma-informed care, and employment coaching. Participants earn $20/ hour during training and $32/es—with potential to reach $75K+ after graduation.
“The HER Resiliency Center is breaking generational cycles of poverty,” says founder Natasha Guynes. EASRCC Executive Secretary-Treasurer, William C. Sproule adds, “Our Apprentice Readiness Program will play a transformative role in recruiting the next generation of tradeshow workers.”
Representation That Changes Everything
At the union’s Commercial Dive Center in New Jersey, 27% of the current class are women—nearly double the national average. They’re training to become underwater welders, pile drivers, and
“There’s going to be hard days, cold days, hot days,” says Yiantselis. “But if you show up and try—that’s what matters.”
Lauren Bunn, another dive trainee, puts it simply: “Women bring unique skills to the job. And in the union, there’s no wage gap—same work, same pay.”
Building the Future, Together
As the demand for skilled labor grows and the national workforce shifts, the trades
The Carpenters Union is proving that inclusion is both the right and smart thing to do.
“True success involves collective growth,” says Bibi. “We’re not just building projects. We’re building careers, communities, and generational change.”
Members of Sisters in the Brotherhood and recent CARP graduates gather at a union training facility, representing the growing community of women building careers—and each other—in the trades.
Family Values Meet Global Vision
When fortune favors the bold, perseverance and dedication are key to surviving in a highly competitive environment. Exhibit City News (ECN) sat down with Jose Benitez, the Founder and CEO of Protrade Logistics, to discuss how Protrade is taking a novel approach to the world of tradeshow logistics. As the company celebrates its 4th anniversary, ECN explores the unique approach that has made them stand out in this
ECN: Jose, thank you for being here. Can you tell us about Protrade Logistics?
Benitez: It’s right in the name! We do professional tradeshow logistics. I founded Protrade alongside my co-founder, my brother-in-law Jaime Ortiz, in Chicago. We’d worked in the logistics industry for over a decade, and we always talked about what was missing, and how we would improve the industry if we started our own business.
The craziest part was that we decided to start this venture in the middle of the COVID-19 pandemic. The pandemic shook everyone, but it gave us a window of opportunity to be part of something bigger. That’s how Protrade Logistics was born.
We wanted to do things a
trying to do everything, we’ve chosen to focus on what we do best—providing top-notch air
by Lisa Abrams
and ground transportation for exhibitors, exhibit houses, live marketing events, and conferences all across North America.
Here’s something I’m really proud of: we’re selective about who we work with. We don’t just partner with any carrier— they have to be well-versed in the tradeshow world and what it demands. After all, our job is keeping your show running smoothly, from one venue to the next, whether a couple of crates or a full truckload.
ECN: Protrade is family-owned. Tell us about that. What is the family’s involvement and how does that make Protrade the company that it is?
Benitez: Working with family is an interesting experience. You spend your entire life de-
and then you end up working together. So, you have to learn new working dynamics. I’m no longer just someone’s big brother, I am also their mentor.
As their big brother, I want to make sure they’re doing everything right, but as a mentor, I can’t be micromanaging. Being a mentor means caring for the growth of mentees for their own sake and letting them develop their careers and skills without training wheels. It’s a careful balance of being hands-on when needed and learning how to step back so my employees and mentees can come into their own.
In a business like ours, it’s hard to get people to care—but
family cares. We work together to cultivate a strong culture of collaboration and communication. My team takes a personal approach to each shipment, every time our customer wins, our family wins. So that means that honesty and transparency are front and center in our work—both within our team and between our company and customers. This makes us excellent problem solvers whenever issues come up. Our work dynamic ensures a smooth customer experience all along—while minimizing delays and errors.
So, we care. Our team is full of high achievers, and we care about the success of the company and our customers, and that’s only possible if your shipment is delivered on time. As I said, when you succeed, we succeed.
ECN: This is Protrade’s 4-year anniversary! How has the company evolved since its inception?
Benitez: From the beginning, we set out to do things
reputation for being, well, boring. So, to us that meant approaching things in a fresh and fun way. We’ve paid a lot of attention to our image:
how, when, and where we show up. The vision was always there, but the growth has been tremendous—beyond what I imagined.
Jaime and I started as a team of two, working out of his guest bedroom in a
moves, and now have a team going 15 members strong. The growth has allowed us to add highly skilled people, and
team, each with expertise and experiences that complement what we started with. They have talents I simply don’t possess—and this is the best thing because their fresh perspectives allow the company to keep innovating and growing in ways I could have never achieved alone.
Looking ahead, our path is clear. We’re committed to being the premier choice for show freight logistics, and our team is energized about the future. We’ve proven that logistics can be streamlined, straightforward, and dynamic. By partnering with us, you
concentrate on your core business. That’s the standard we’ve set, and what we deliver.
Step Into Success
HOW SMART FLOORING CHOICES TRANSFORM A BOOTH
BY MARK HEBERT
After hours of walking attendees are often searching for one thing: relief for their feet.
Exhibitors who invest inable space that encourages also a powerful design tool— contribute to sustainability goals. Mike Vallone (Hilling as an afterthought are innovations in sustainability that are shaping the industry in 2025.
The Comfort Factor: How Flooring Keeps Attendees in Your Boothattending sessions. A boothisn’t just about aesthetics—it -
tendees experience a booth.ways or focal points. Raiseding can be a great way to addtral tones to anchor a design.” exhibitors can create areas that-overlooked factors when one of the easiest options to install. Jen and I put together a 10’ x 10’ booth in under two
can take a full day. And because you don’t need specialshow even begins.” displays or interactive elecan cause unexpected issues. constantly rolling on the exon wheels—you’ll want to avoid standard rollable vinyl or layered eco-padding under adds that exhibitors often have 200 square feet of
as the busy convention center never be done.”
Innovations in Modular & Customizable Flooringhibitors to create unique booth
Mixing Materials for Engagement
Rather than sticking with one attendees through their space.
high-gloss vinyl for presenta-
...exhibitors can create a booth that not only attracts attention but also encourages attendees to stay longer...”
look planks for product displays are all being used to create Vallone notes that exhibdesign techniques to create rich palette. Muted earthlooks of the past.”
A rising trend is the use of entire sections of a booth are saturated in a single color to space.
Interlocking Flooring: A Game-Changer for Exhibitors
exhibitors who need to adjust shows.
“A 40x40-foot setup can bespace without needing to buyference for exhibitors working various shows.”
Interlocking flooring is also designed with accessi-
Sustainability: The Future of Flooring Choicesare developing sustainable solutions that reduce waste sustainable options available.innovative products for theneath so the design is always -
nique ensures longer product
choice for exhibitors who reuse options and opting for:
» Recycled materials (such as carpet tiles made from repurposed plastics).
» Reconfigurable flooring systems that can be adapted for different booth sizes.
» Dye-sub carpeting that maintains its vibrancy over multiple uses.
note that exhibitors are the softer approach of a cool
Final Thoughts: Flooring as a Competitive Advantage
As exhibitors look for new design tools in the industry. By choosing the right
create a booth that not only attracts attention but also encourages attendees to stay lonresources. Exhibitors don’t once they experience the dif-
More Than an Exhibit Partner
by Kerstan Szczepanski
Integrity, Excellence, Creativity, Reliability, Positivity, and Generosity, these are a few words to describe Captivate Exhibits (Captivate). Captivate is more than an exhibit partner, it’s a valued part of the industry and community.
Sussex, Wisconsin based Captivate has been in the industry designing and building tradeshow exhibits, branded environments, and corporate interiors for over three decades. Captivate prides itself on being a one-stop resource for seamless tradeshow coordination.
Exhibit City News (ECN) sat down with John Schlosser, vice president of sales marketing
at Captivate Exhibits, to talk about the company and what values mean to Captivate.
ECN: Hello John! Captivate is over 30 years old. That is a
great start for a company in the tradeshow industry. How did the company get started and how has the company changed or grown over the years?
Schlosser: Captivate Exhibits was started by Dave Johnson and at the time, specialized in selling portable displays and backdrops to a variety of clients in the US. Johnson owned Exhibit Systems until 2007 when Dave Jentz and Richard Magliocco bought the company. During the pandemic in 2020, Jentz and Magliocco changed the name to Captivate Exhibits as they expanded capabilities beyond just portable systems. This change helped precipitate them as a more innovative exhibit house. Matt Tadisch bought into the company in 2022, and Jim McCombe, Brian Magliocco, and myself purchased the rest of the company in June 2024.
As of 2025 Captivate Exhibits has a team of 32 professionals specializing in the design and fabrication of custom and modular exhibits for clients across the US and internationally.
ECN: Generosity has been mentioned as a part of Captivate’s core values. What does Generosity mean to the company?
Schlosser: Captivate has earned the Milwaukee Journal’s Best Places to work in 2022, 2023 and 2024! As one of our core values, generosity is not only demonstrated within our company but also to the community. We are very blessed to be able to share our growth, knowledge and passion with everyone. In 2024, we donated items to the Bakhita House, served dinner at the Milwaukee Rescue Mission, served breakfast at the Hope Center in Waukesha, hosted a Blood Drive where our neighboring businesses were invited to take part of, and sponsored
seven children (three families) through the Christmas Clearing Council. We also hosted a Toys for Tots Collection where we collected 244 toys with $2,100 in employee monetary donations and company match. We also held internal Culture Events for employees. September 2024 also launched our new Stewardship Matching Gift Program.
ECN: What is in store for Captivate in the future?
Schlosser: The company is experiencing rapid growth due to its strong core values and mission as a God-centric company. As we continue to grow our custom modular display business, we are also evolving into an experiential marketing organization. We have been expanding our ability to assist clients with their environment and interiors to emphasize their brand identity. As Captivate moves forward In 2025, we look forward to enhancing our client and partner relationships.
OUR CORE VALUES ARE INFUSED IN EVERYTHING WE DO Empowering people to become the Best Version of Themselves, by living our Core Values, for the Glory of God!
Photo by Exposures Ltd.
A Letter to All Who Work in the Exhibit Industry
Most of us who work, or have worked, in the trade show and event industry never intended for our jobs to be lifelong careers. We each fumbled into the industry in one way or another and discovered the joy of what we do.
Whether we work as exhibit managers, exhibit organizers, at convention centers, in convention bureaus, for show contractors, or in one of the many roles on the exhibit supplier side of the business, we have developed a passion for this industry—or did it fnd us?
Bob McGlincy and I are now retired, but we continue to have a fre in our hearts for what we did in the trade show marketing industry for 50 years. We took a year of from riding into the sunset and collected information to write a book about the industry that captured our hearts—and it is hard to let go.
For those still enjoying this industry,
What Industry Leaders are saying
Laura Palker – Founder, Exhibitions & Events Workforce Development
“I thoroughly enjoyed the book’s review of the industry. Te industry is no longer invisible!”
Skip Cox – Past President, Exhibit Surveys
and those considering trade shows and events as a career opportunity, have a look at our new book: Te Invisible Industry. It tells the story of how it all began and how it has grown to no longer be considered ‘invisible.’ Now a trillion-dollar secret industry!
When Don Svehla started Exhibit City News, his intention was to create
“Had some time over the holidays to read through Te Invisible Industry. It was hard to put down. Having been out of the industry for about four years, and knowing many of your contributors, it felt like an old ‘home week’ when I was still in the industry. Te amount of research, history, and efort in bringing together so many industry event experts was an amazing task. Tanks for the opportunity to be a small contributor.”
Richard Erschik – Industry Teacher, Speaker, and Owner of Leads to Sales
“Finally, the entire story of the trade show industry has been brought together in one remarkable book! Te Invisible Industry captures everything we’ve heard in bits and pieces about trade shows and presents it in a well-documented, comprehensive way. Larry and Bob have done an extraordinary job researching and crafing this insightful work, and I’m honored to be mentioned in it. Tis is a must-read for anyone looking to truly understand the full story behind this fascinating industry.”
a magazine that recognized all those working in the trenches for trade shows at each exposition center in America. Trade shows work for all exhibitors who do it right. Doing it right requires a team of many who help exhibitors pull it all together and prepare a foundation for face-to-face marketing success. Te book highlights the success of exhibitors, industries, convention centers, people, suppliers, and organizations that work behind the scenes to make it all happen. We hope you enjoy the book, with all the twists and turns that brought us to where we are today.
Our history is who we are and why we are the way we are.
With appreciation, Larry Kulchawik & Bob McGlincy
Carrie Freeman Parsons
“It truly is amazing to think how far this industry has come—yet it is still under the radar for most. Tank you for the good work on this book!”
Jan Goetz – International Keynote Speaker & Generative AI Coach
“Trade shows are more than booths and business cards—they’re where innovation meets connection. Tis book dives deep into how the U.S. has shaped the industry and where it’s headed globally.
If you’re curious about the future of trade shows—or just love exploring fresh insights—this book is packed with value.”
Jim Wurm – Director, Exhibit Appointed Contractors Association
“I am very pleased that this story has fnally been told. Tens of thousands of event professionals commit themselves annually to the face-to-face marketing medium, yet they remain relatively obscure compared to more traditional marketing options.
Larger than the U.S. auto industry, the event industry brings buyers and sellers together dynamically, ofering opportunities to engage, learn, and develop powerful new relationships. Kudos to Bob and Larry for their brilliant eforts in chronicling the history and scope of this industry.
Over the years, there have been numerous eforts to bring this invisible industry to light in our nation’s business and marketing schools. One can only hope that their eforts will begin to attract the long-overdue attention it deserves.”
CES 2025: A Peak Case for Hi-LED
by Aluvision & Peak Technologies
Aluvision’s goal as the leading manufacturer of modular event systems and LED solutions is to ensure the creativity of our clients is
REDEFINING THE FUTURE
When Hisense, a longtime client of
Hisense set out to redefine the is seamlessly integrating into home
TRANSCENDING
BOUNDARIES
the latest advancements in automotive
ALUVISION HI-LED: DISTINCT DIFFERENCES
Aluvision’s award-winning Hi-LED tiles allowed Peak Technologies and Impact XM to push the boundaries of creative possibility.
attraction as the LED tiles easily connected
aluvision.com.
Over 1,000 Aluvision Hi-LED tiles were used in Hisense’s booth for CES 2025, designed and built by Peak Technologies and Impact XM.
Aluvision Hi-LED combined with Omni-55 Pro frames: Endless configurations for walls, floors, ceilings, and 3D structures.
We Specialize In:
• Traditional Forms
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• Tags & Labels
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• Direct Mail Solutions: Ongoing effort or one time campaign
FIVE IN FIFTEEN LONG BEACH, CA
5 places to go within a 15-minute walk of Long Beach Convention Center
Introducing the Aquatic Capital of America
BY KERSTAN SZCZEPANSKI
What do you do when there’s no breakout meeting or the panels are done for the day? Where do you go when you need a little time away from the hubbub of convention chaos? Exhibit City News’
to eat, relax, or simply stay that are a 15 minute or less
walk from the convention center. In Long Beach, California that means the Long Beach Convention Center, the convention center of the Aquatic Capital of America.
EAT
The 555 East Steakhouse (555 East Ocean Blvd) is just a half mile walk from the
convention center. An upscale, classic steakhouse with a sophisticated ambiance, 555 East is known for expertly prepared steaks, fresh seafood, and an extensive wine Beef, Japanese Wagyu (American Wagyu too), and Colorado rack of lamb, and that’s just the turf. For the surf you
King Crab Legs, Chilean seaster tails. It is not cheap but perfect for a special occasion or client dinner.
The Breakfast Bar (70 Atlantic Ave) is a little closerget-minded conventioneers. Appetizers feature the Hung
Aquarium of the Pacific
SLEEP
-
iled eggs! For entrees you can have egg combos with pan-
Marcee’s Omelet Casserole. -
of bread, jack cheese, milk, and egg prepared 24 hours in advance. Then it’s individually baked, drizzled with spiced sour cream, and served with
The Westin Long Beach (333 East Ocean Boulevard) is a six-minute walk from the convention center. An upscale hotel with modern, spacious rooms and ocean views, the Westin has an on-site restaurant serving California-inspired cuisine. With amenities and pet-friendly options, complimentary EV charging, Breakfast (for a fee), and valet dry cleaning.
Hyatt Regency Long Beach Avenue) is less than a quarter
mile from the convention center. A stylish waterfront hotel with contemporary rooms, the center, and a restaurant with stunning views for all of their more than 500 rooms. Concierge, in-room Chromecast, digital check-in, free internet, business center, and meeting facilities are some of the
The hotel is also directly con-
shopping and dining.
PLAY
Long Beach has plenty of historic associations with the
sea; everybody talks about the Queen Mary. But the LBC also has the Aquarium of (100 Aquarium Way). It is a 10 minute walk from the convention center, is one of the largest aquari-
features over 12,000 animals. With more than 100 exhibits, including 19 habitats,
Family friendly with touch pools, interactive exhibits, the aquarium is a perfect way to wind down from crazy convention crowds.
555 East Steakhouse
The Westin Long Beach
Navigating VUCA
THE CEO’S GUIDE TO SUSTAINABLE GROWTH
BY PAT ALACQUA AND JANE GENTRY
In today’s VUCA (Volatility, Uncertainty, Complexity, and Ambiguity) environment, sustainable growth requires a fundamental leadership shift from control to enablement. By implementing adaptive strategies, fostering a growth culture, and executing with precision, CEOs can transform volatility into competitive advantage. This
TRANSFORM UNCERTAINTY INTO OPPORTUNITY THROUGH ADAPTIVE LEADERSHIP
» Flexible Vision: Maintain a clear North Star that inspires while allowing for evolution as conditions change. Review your vision quarterly with your leadership team to ensure it remains relevant yet aspirational.
» Data-Driven Decisions: Establish three to five critical Key Performance Indicators (KPIs) for each department that directly support strategic objectives. Schedule monthly reviews to identify trends and make course corrections before problems escalate.
» Living Strategy: Replace static five-year plans with rolling 18-month strategies,
updated quarterly. Create rapid response protocols for market shifts that trigger immediate strategy sessions.
» Continuous Learning: Dedicate 5 to 10 percent of your leadership team’s time to learning and skills development. Implement cross-functional projects to broaden perspective and create knowledge-sharing opportunities.
» Strategic Collaboration: Identify three potential strategic partners each quarter who can help accelerate growth or mitigate risk. Develop a structured partnership evaluation framework.
BUILD A CULTURE THAT CONVERTS DISRUPTION INTO RESULTS
» Actionable Values: Translate core values into specific behaviors expected at each level of the organization. Incorporate values assessment into performance reviews with equal weight to results.
» Meaningful Empowerment: Define clear
decision boundaries for each role. Institute a “permission-free zone” for innovations that fall within predetermined risk parameters.
» Transparent Communication: Implement a tiered communication strategy with weekly team updates, monthly company-wide briefings, and quarterly strategic reviews. Create feedback channels that guarantee responses within 48 hours.
» Purpose-Driven Environment: Connect daily work to customer impact by sharing success stories weekly. Create cross-functional customer experience teams to break down silos.
ACCELERATE GROWTH BY SHIFTING FROM DOER TO ENABLER
» Delegation Framework: Create a delegation matrix that matches decision types with appropriate organizational levels. Track and reward effective delegation in leadership performance metrics.
» Scalable Systems: Audit your core processes quarterly to identify automation opportunities.
Implement at least one system improvement per quarter that reduces manual intervention.
» Results Focus: Replace time-based metrics with outcome-based evaluation. Set clear expectations with measurable success criteria for every initiative.
» Talent Development: Implement quarterly talent reviews focused on potential, not just performance. Create personalized development plans for the top 20 percent of performers with monthly check-ins.
OUTPACE COMPETITORS THROUGH STRATEGIC DIFFERENTIATION
» Customer Obsession: Define your ideal customer profile with extreme specificity. Analyze your top 20 percent of customers quarterly to identify evolving needs and untapped opportunities.
» Distinctive Value: Conduct blind competitive comparisons quarterly. Invest in enhancing your three most distinctive capabilities rather than improving weaknesses.
» Execution Excellence: Implement a weekly accountability system tracking key deliverables. Celebrate execution wins publicly and address execution gaps immediately with support, not blame.
CEO SELF-ASSESSMENT:
VUCA READINESS CHECK -
mensions (1 to 5 scale, where 5 is highest):
1. How quickly can your organization pivot strategy when market conditions change?
2. What percentage of decisions are made at the lowest appropriate level in your organization?
3. How effectively do your systems scale without proportional increases in headcount?
4.How clearly can your leadership team articulate what makes your offering uniquely valuable?
5.How consistently does your organization deliver on its most important commitments?
Total score under 15: -
Total score 15-20: -
Sustainable growth in a VUCA world isn’t about being marginally better it’s about being deliberately different...”
QUICK IMPLEMENTATION GUIDE: NEXT SEVEN DAYS
Day 1: Schedule a 90-minute session with your leadership team to complete the VUCA Readiness Check together.
Day 2-3: Identify your three most critical KPIs and ensure you have systems to track them accurately.
Day 4: Create a simple delegation matrix for common decisions in your organization. Day 5: customer with measurable characteristics.
Day 6-7: Conduct a rapid audit of one core process that causes the most friction or delays.
Sustainable growth in a VUCA world isn’t about being marginally better it’s
relentlessly focused on execution. By transforming how you lead, building an adaptive culture, and operating with disciplined focus, you’ll navigate complexity while creating lasting value.
Total score 21-25: -
Pat Alacqua and Jane Gentry’s Optimum Value Blueprint services help tradeshow and event business leaders build and realize wealth through their business-building journey. Take a closer look at your growing organization. Access their Quick Win Self-Assessment at Growth.OptimumValueBlueprint.com. Identify the growing pain signposts in your business and take proactive steps to strengthen your company s infrastructure for continued success.
The Sustainability Myth
Going Green Doesn’t Have to Cost More
by Glenn Hansen, CEO and Founder, Reduce 2
Ihave spent 15 years in sustainability, writing standards for governments and associations, certifying companies to various sustainability standards, measuring event carbon footprints, and assisting clients with Eco Vadis assessments. A decade ago, eco-friendly supplies were considered expensive. Before COVID-19, supply and demand had balanced out, making sustainability more workforce challenges and supply chain disruptions caused prices to increase. Now that the crisis has passed the industry examines how much it really costs to be sustainable.
I sat down with Jason Popp the president and CEO of Moss, Brandie Townsend the sustainability coordinator at Brumark, James Zacharias the president of Brumark, Maria Daza the president of Globotech, and Mel White the vice president of marketing and business development at Classic Exhibits to discuss the cost of susainability. Their consensus was simple: the belief that sustainability inherently costs more is somewhat of a myth. Behaving in a
sustainable manner reduces cost. However, the myth is not completely debunked; exceptions exist. The experts shared their insights.
Townsend noted, “In the mid-2000s, going green meant an extra 10 percent markup. Now, in 2025, sustainable strategies yield products that are cost-neutral or only slightly more expensive.”
Popp agreed. “When you put your mind to it you can roll out more sustainable products that are not premium priced to the traditional
more sustainable and priced the same as legacy items allowing clients to be sustainable without paying more.”
Daza said Globotech reduced costs by producing its own fabrics from completely recycled plastic bottles rather than outsourcing. This shift enabled the company to switch to 100 percent recycled material without raising prices.
“This move became a comhe said. “It was not done to charge more, but to grow our
years later, all our competitors -
body has it in their catalog because companies began demanding sustainable solutions. Now, competitors have no
White added, “Printing on sustainable material costs the same as non-sustainable material. Think of LED lighting. Initially it was seen as more expensive, but everyone uses LED lighting today.”
“It is a myth that sustainable products cost more. It was true in the beginning, but the market has to adapt. It is now standard. has normalized,” said Daza.
The Cost of Dabbling
White said companies dabbling in sustainability often charge more for it, as they lack streamlined processes. “If a supplier dabbles in sustainability, the product will probably cost more (as with anything else they dabble in). But if you are working with vendors who have sustainability baked into their process, pricing might be slightly more, but generally considerably less because creating sustainable solutions is not foreign to them.”
Hidden Costs of Waste
Another overlooked cost is waste disposal. Zacharias high-
ing, for instance, often includes recycling costs, whereas buyers of non-sustainable options don’t
account for labor and hauling
argued, “sustainable choices would appear only marginally more expensive—if at all.”
White stressed that sustainability isn’t just about price but also durability. “Recycled plastic, for example, is stronger than virgin plastic. Aluminum choice due to its multiple reuspricier and less reusable.”
Policy-Driven Pricing
shaped by policies, not just mamade products typically include warranties and replacement parts, whereas Asian imports are often disposable. Factoring in repairability rather than total replacement alters cost discarding entire systems and starting over. Consider repair costs when purchasing.”
Final Takeaway
Experts urge buyers to look beyond the myth that sustainability is costly and assess the full lifecycle of products. In most cases, sustainable solutions are cost-neutral, slightly higher, or even cheaper.
not sustainability itself—may impact pricing. The key is to evaluate long-term value, not just upfront costs.
Jason Popp
Brandie Townsend
James Zacharias
Maria Daza Mel White
WE ENSURE YOUR TRADE SHOW SUCCESS! IT’S THAT SIMPLE.
As a unique Las Vegas based carrier, we are dedicated to one thing - trade shows . With over 30 years of experience we are highly trained, skilled and focused on providing you with flawless service handling your exhibit materials in and out of Las Vegas convention venues.
What makes us so great?
› 24/7 nationwide service - year round
› Warehousing & exhibit crate repair
› Customized account management
› Show-to-show coordination
› On site show floor representation
› Over 100,000 sq. ft. of booth storage
› Certified weight tickets/on-site truck scale
› Pad wrapping & color-coded show labels
› More than 100 vans, tractors & trailers solely serving the Las Vegas market
Proud member of
“Hey,
even introverts can rock a room!”
Networking For Those of Us Who’d Rather Hide Under a Table
So, we’re in this industry, right? We’re elbow-to-elbow with installers, clients, suppliers, the whole shebang. We’re constantly talking, constantly “communicating.” But let’s be real, folks. Does that automatically make us social butter-
we’re all natural-born networkers, ready to
anyone with a business card? Ha! No.
Forcing Fun: A Survival Guide for Introverts -
one who can show you the ropes, introduce you to people, and act as a human shield when things get awkward. Think of them as your networking spirit animal.
The Elephant in the Room
Let’s face it, for a lot of you, the thought of a “networking event” is about as appealing as losing your best leads in a sea of business cards. We’d rather be anywhere else, no? Perhaps you’d preferably be in a quiet room with a good book and zero human interaction.
But here’s the kicker: those dreaded events? They’re actually, dare I say it, good for you.
Think about it: career advancement, insider gossip (yes, materials, and maybe even a future employer or partner spotting your sparkling intellect (or at least your clean shoes). Plus, you get to travel! Who doesn’t love a free trip, even if it involves talking to strangers?
Expanding your supplier toolbox is like leveling up in a video game, and it’s a must for growth.
Now, if you’re one of those extroverted unicorns who thrive in crowded rooms, you can skip this part. Go forth and mingle, you charismatic creature! But -
ers, the “I’d rather be watching
to survive, and maybe even enjoy, a networking event.
regular at association events. Go to everything. Even the boring ones. The more they see your face, the more memorable you become. It’s like planting am interesting.”
Third, if you’re not from the grip on current events. A little sports talk, a dash of pop culture, a sprinkle of “did you see that crazy thing on the news?” goes a long way. Podcasts like The Breakfast Club are your secret weapon. You don’t have to be an expert, just have a few talking points.
Here’s a bonus tip: Focus on quality over quantity. Instead of trying to talk to genuinely connect with. Deep conversations are way more valuable than a stack of business cards you’ll never look at.
Networking Doesn’t Have to be a Nightmare. Networking can be a chance to learn, grow, and maybe even
deep breath, put on your brave face, and remember: even the most awkward encounters can lead to unexpected opportunities. And if all else fails, just smile and nod. Nobody can tell if you’re actually listening. Now go forth and network, you
By Paco Collazo
Coming to the Table in Washington, DC
by Tommy Goodwin, Exhibitions & Conferences Alliance
On Capitol Hill, the late Sen. Mike Enzi from Wyoming was fond of saying, “If you’re not at the table, you’re on the menu.”
That’s why the Exhibitions & Conferences Alliance (ECA) makes sure that the business and professional events industry is represented at the policymaking tables that matter in Washington, DC 364 days a year.
“What about day 365?” you ask. Well, that’s where you come in. Yes, you!
Each year, ECA brings industry leaders and advocates from across the country and around the world to Capitol Hill for ECA Legislative Action Day. They meet with their members of Congress in support of ECA’s public policy priorities.
This year, ECA Legislative Action Day will take place on Thursday, May 29, and this is your invitation to join us in our nation’s capital as we advocate on two issues critical to the future of the industry: tax reform and workforce development.
Tax Reform
With large parts of the 2017 Tax Cuts and Jobs Act expiring at the end of 2025, the tax reform debate is already taking over Capitol Hill. Extending these tax breaks will add at least $4 trillion to the
looking at the entire tax code for new sources of revenue.
On Legislative Action Day, the industry will remind ourwhere for that money. After all, we collectively already pay $51 billion in federal taxes and $79 billion in state and local taxes in communities across the U.S. every year.
Last fall, ECA adopted a tax reform agenda focused on maintaining a competitive business tax rate, retaining the current tax treatment of private deductibility, and refrainingtions and their events. This will allow us to continue driving
economic growth, supporting job creation, and empowering small businesses nationwide.
Workforce
Development
Exhibit City News readers know that our industry has a skilled workforce shortage. For this reason, ECA is championing two bills in Congress that will get the federal government involved with helping us attract and train our next generation of talent:
The JOBS Act would help more Americans get good-paying jobs by allowing students to use federal Pell Grants to pay for short-term job training programs for the -
try spent $24.5 billion on Pell Grants. If just a small fraction of that spending went towards building up our future skilled workforce, it would be a game changer for the industry.
In addition, the Freedom to Invest in Tomorrow’s
Workforce Act bill would transform 529 plans from college saving plans into career savings plans by covering tuition, exam and training costs associated with obtaining post-secondary workforce certifications and licenses.
Both of these important measures will be front and center on ECA Legislative Action Day.
If you have been watching the news, you know that 2025 is already shaping up to be a pivotal year for the business and professional events industry in our nation’s capital. That’s why it’s critical that everyone in the industry joins us for ECA Legislative Action Day on May 29. Please help make sure that we’re at the table and not on the menu!
To learn more and register for free, please visit ECAadvocacy.com.
A New Year with Sustainability Goals in the Tradeshow Industry
BY DEBBIE HALL
Sustainability is more than a trend; it is an integral part of the landscape of the exhibit and expo industry. Contractors, vendors and attendees have embraced sustainability for policies and procedures with their own business as well as working with clients and vendors.
“At MGM Resorts, we understand that sustain ability is not just a nice thing to do—it is a fundamental aspect of being a responsible business,” said Stephanie Glanzer (right), CMP, Chief Salesdent for MGM Resorts International. “By hosting an event at an MGM Resorts property, clients are already reducing the environmental impacts of their meetings. Our Mega Solar Array generates up to 90 percent ofer needs; we minimize water use through industry-leadthrough our robust recycling and composting program, we divert more than 30 materials these existing sustainability measures, we have designed comprehensive solutions to enhance event sustainability.”
Edward Pimienta, (right) from the Department of Market-
ing and Digital Innovation at Expo Convention Contractors, stated that his company is focusing on impact measurement with technologies that facilitate detailed sustainability reporting. Their goal is to be aligned with sustainability trends and plan to integrate them in the best way possible in their events.
“We’re still in theing more precise strategies, but our main objectives are to strengthen our knowledge, preparation, and sustainability while ensuring that we make informed decisions aligned with global best practices,” explained Pimienta. “We’re also structuring and optimizing the sustainability committee, assigning responsibilities
concrete actions. We’re in the process of reducing waste generation and reducing our corporate footprint at every event, implementing more sustainable practices and logistics, materials and resource management. We want to establish a measurement and reporting system that allows us to accurately assess the environmental impact of our actions and continuously improve our initiatives. We
are projecting ourselves as a company. We’re trying to consolidate our commitment to sustainability, generate a positive impact in our industry, and give back to our community and the planet.”
Convention services and catering teams are dedicated to realizing their clients’ visions for sustainable events. Clients must communicate their priorities with the general contractors and venues during the customization planning process.
Recommendations include sustainability measures such as using paper instead of plastic cups, reusable service ware, and participating in a materials diversion program. Clients can also choose to enhance their events with sustainable menu design. waste programs where all waste is hand-sorted to maximize diversion. Edible Inc. is safely donating unserved food into communities through programs. Waste diverted includes food waste to pig farms and grease
“At some of our properties, we can coordinate zero waste or plastic-free events. Finally, we can provide solutions for helping events to be more socially sustainable by con-
organizations in our community,” added Glanzer.
The philosophy of MGM Resorts is that operating sustainability is the right thing to do and good for business, guests, employees and communities. The company’s ambitious goals within its operations are energytion and materials and waste diversion. Additionally, they have set science-based targets to reduce absolute Scope 1 and 2 emissions by 50 percent and Scope 3 emissions by 30 percent by 2030. By partnering with clients who share its vision for a more environmentally sustainable future, MGM Resorts provides unmatched experiences for attendees while working together to lessen the impact on the planet.
entirely compostable box lunches that utilize a plantbased stamp.
When Haley Sandherr (left), event and account manager of Stetson Convention Services, registered for IMEX while setting up registration and travel arrangements, she was asked online how she was traveling to the convention from her home state. IMEX also asked about
SUGGESTIONS FOR INCORPORATING SUSTAINABILITY FOR TRADESHOWS AND EXPOS
REDUCE WASTE
• Consolidate shipments: Avoid rush shipping, which produces more emissions than ground shipping
• Reduce single-use packaging: Use digital brochures, coupons, and giveaway materials instead of paper
• Use reusable materials: Provide reusable water bottles and compostable or reusable tableware
• Recycle: Use recycling bins and recycle printed materials
USE
• Use digital wayfinding instead of printed materials
• Use digital signage instead of traditional printed signage
• Use locally sourced food and beverages to support local businesses and limit shipping emissions
• Use eco-friendly materials like bamboo or recycled fabrics for swag
• Use reusable collection containers for food scraps
• Use general contractors and venues with convention services and catering teams offering programs to create clean, safe and socially responsible event experiences
REGARDING LAS VEGAS TRANSPORTATION
• Use the Las Vegas Monorail, which is 100 percent electric
• Use the Vegas Loop, which is a tunnel system with electric vehicles that creates zero emissions
her plans for transportation to and from the airport and her hotel room to the venues. Suggestions included bikes, walking, scooters, and public transportation.
“I don’t think I’ve ever seen these options tied into event registration. It’s really important that for years to come, we as an industry use that
example,” Sandherr said.
The growing awareness of the tradeshow industry is to operate sustainably. Clients are increasingly looking to align the environmental impact of their events with their larger sustainability goals in impact areas such as waste reduction and circular solutions, carbon reduction, water conservation and sustainable sourcing. This has created an environment where tradeshow industries must look holistically at how to support clients with sustainable event solutions that complement and advance these larger organizational objectives, ensuring that every gathering contributes to, rather than detracts from, their sustainability objectives.
Little Fish in the Big Pond
BEUNIQUE EXHIBITS IS MAKING WAVES
BY THEA ENGST
beUnique Exhibits is a two-yearold, family- and veteran-owned business based out of Las Vegas. It’s a full-service shop that provides booth designs, estimates, project management, and for clients with their drayage, electrical, installs, rigging, and dismantling of exhibits. The creative and high-quality exhibits that this small company pro-
duces is known for turning heads on the
Exhibit City News (ECN) sat down with the Vice President of Sales, Jordon Brooks, to talk about what his days look like and what he hopes for down the line.
“Right now,” Brooks said, “[my days] vary with beUnique being a small family-owned business—we all wear a bunch of hats. My title is V.P. of Sales but it doesn’t end there.”
When he’s not sending emails and making cold calls to collect even more clients and making connections, Brooks works as a project manager. His father is the CEO and his brother, a veteran like their father, is a CAD Detailer and Project Manager. The three of them make up more than half the small company, but their small size does not impact their creative, elaborate, and high-quality exhibits.
Brooks explained that when his clients have projects in motion, his role is to ensure everything runs smoothly. “Right when I’m going in emailing them, making sure if something’s leaving or something needs to be prepped, I’m getting all that delegated and handled,” he said. Be-
John Brooks (left), Bailey Brooks (right) and Jordon Brooks (far right)
the warehouse, assisting with shipping, receiving manifests, and reviewing plans alongside the design team and his father.
When his clients aren’t actively engaged in projects, Brooks shifts his focus to outreach. He described his approach as straightforward: he compiles a list ofitors, and contacts them. “Starting with an email, and then if I get traction, I call to let them hear my voice and let them know I’m here.”
In a world of digital connections, Brooks likes to put a personality behind the name of beUnique, aiming to create even more waves than the small company already has in the last decade. “Theres a “and we’re kind of little guppies. We need to eat so we can get to that [bigger] size.” doesn’t stop working. “We do it all,” he
said, “So with the people that I project manage for, they usually want me to go down and supervise. I’m looking after the client’s booths […] and when shows start, we’re out there shaking hands and getting people’s ears.”
self-described “guppy in a big pond,” as every handshake is a potential new deal. “It’s not super often,” Brooks went on, “but I would say that we try to go every other month if not every month to at least one show to run around and talk to people and shake hands.”
In one of the few industries today that shows no sign of transitioning to virtual, Brooks uses his days to show his face, introduce himself, and make connections. It’s vital to survive but also thrive, which is the long-term goal of beUnique. “I want my kids to eventually sit in the seat that I’m in and my brother wants the same.” Brooks said. “We want to retire
and my dad to retire and see his grandkids as CEO eventually.”
As a small family company, Brooks calls the work environment “chill.” He said, “We act as a team but as a family as well, there’s a lot of comradery, joking around, playfulness. Every day is a fun day, even in the hectic days! We get it done and [afterward] we all just high
awesome band of brothers over here.” Band of brothers is a perfect term for this little-company-that-can.
When asked what Brooks hopes people see when they learn of beUnique, he said: “We don’t shy away from work. We’re trying to get our name out there the best that we can. Anyone who’s worked for us can see our quality; it speaks for itself. We don’t need to do crazy promotions because we pride ourselves on our work, it’s just getting people to see that work. That’s the biggest thing for us.”
People on the Move
by Kerstan Szczpanski
Atlanta Convention & Visitors Bureau’s (ACVB) board of directors elected Erica Qualls-Battey (right) as its Chair in 2025. Qualls-Battey is the area general manager for Marriott International – Atlanta and general manager for Atlanta Marriott Marquis, Georgia’s largest hotel, and joined ACVB’s board of directors in 2006.
the appointment of Sanjay Shringarpure as Chief
his new role, Sanjay will lead
and drive strategic digital transformation initiatives, reporting directly to
tirement after six years in the role. The longest-serving agency head during the
in her role until a new president and CEO is appointed. Prior to joining the
President and CEO Al Hutchinson has announced he will not renew his contract with Visit Baltimore. He will stay on as a consultant until a successor is announced. A committee of members from the Baltimore Convention & Tourism Board will oversee the transition. Hutchinson was President and CEO of Visit Mobile in Alabama prior to Baltimore.
Shawn Garrity, CEO of Circle, announced the promotion of David Fekete
Circle nine years ago, coming from RES Exhibit Services. In his new role as will continue to lead the development and implementation of guest experience strategies for Circle’s clientele.
Condit Exhibits announced Jenny Koehn’s promotion from Vice President of Sales to President of the organization. Celebrating nearly 20 years with the company, Koehn was promoted to Vice President of Sales in January 2014 at the age of 29 – the youngest member of the sales team.
Operating Corporation (NYCCOC) announced Joyce Leveston (CMM, CVP) as the new Chief
K. Javits Convention Center. Most recently, Leveston was the Senior Vice President of Conven-
Veteran Hyatt Hotels executive Daniel Kuperschmid (right) has been named the new President and CEO of the San
City Tourism + Conventions. Kuperschmid was Hyatt’s Vice President of Global Asset Management previously and served as Area Vice President and General Manager
more than six years.
Aoife McCrum and Gráinne Ní Ghiollagáin
based specialist business events advisory group. The company founders, Patrick Delaney and Pádraic Gilligan, the founders of Sool Nua, will
Legislature for eight years, representing Tampa and parts of Hillsborough County. Sharma has joined Sensations Exhibits as Associate Vice President (AVP) of Sales for North America. Kate Waldron has been broughtgram Manager. Tammy McGlade
Aluvision announced two new team members for their US Sales Team: Andrew von Essen as Sales Executive, Northeast, and Taldon Maguire as Product Specialist. Eagle Management Group welcomed Cameron Magalotti and Kyle Rothwein as Project Managers. Chéla Nicholson as an Account Executive. Dean Creazzo has joined LVE as Account Manager. Expo Convention Contractors (EXPO) announced Gina Dutton as Senior Account Executive & Event Services (Orlando), Sales (Miami), and Victoria Plotnikova as Account Executive (Orlando). Sue O’Shea has been promoted to Vice Pres-
years with the company. She is succeeded Cara Milligan (above right), who has been appointed General Counsel and
into an advisory role through 2026, providing support to Milligan to ensure a smooth transition and ongoing support
A graduate in advertising and SoolNua from the beginning and helped shape the company’s brand. Ní Ghiollagáin, who joinedmacist to gain experience in the supply and demand aspects of the industry. Dana Young, president and CEO of -
Tyrell Brown (left) has been promoted to Atlanta City Manager for Eagle Management Group. Atlanta Convention & Visitors Bureau (ACVB) promoted Brandon Barnes
International Tourism Sales. Visit Anaheim welcomed sales professional, Virna Navia, as the new Vice President of Intermediary Strategy starting in January 2025. Ruth Terrell has joined The Taylor Group as Senior Account Manager. Bobbi Jo Panetta has joined the Taylor Group as Vice President Strategic
Mary McMahon has joined STRUCTURE as an Account Executive. McMahon is returning to STRUCTURE after four years with iHeartMedia.
Exhibitus has announced multiple new hires and changes: Kathryn Slack (right) has joined as a Senior Account Manager, Susan Swanton has joined as Senior Account Manager, Jessica St. Aubin of Client Services, Eric Carbone has been
Valentine has been promoted to Portfolio Team Lead at Spiro. Matt Anderson has joinedrector of Live Events. Mary Ellen Smith been promoted
Events at Poretta & Orr, Exhibits | Events. Rongrong Ye has been promot-
Exhibits. Jordan Santiago has been announced as Key Account Manager at Orbus Visual Communications Group.
Management has also welcomed Thomas Barcelona to their Account Executive team for Northern California, and Walt McCreary has joined the company as a Senior Account Executive.
CorpEvents NE has announced a number of promotions and new hires recently. Patrick FitzPatricktor. Chuck Dwyer is Sr. Site Supervisor.
Neal Sacks was announced as General Manager – Boston.
Lindsy Chaney is starting a new posi-
Jennifer Marano has Andy
Momentum Management has announced three appointments: Tom Barcelona (right) as Northern California Area Manager, Mark Lively Sarah Bishop as
Paul Meyer has been hired as the Boston City Manager. Senior Site Supervisor Patrick Harrington has been promoted to Assistant City Manager. Wally Henneberry has been promoted from Program Manager to Senior Resource Manager. Nicole DeQuattro has
Keli Johnson has also been promoted to a Senior Program Manager.
Hans (John) Kendl
The tradeshow industry lost a seasoned professional and world traveler with the passing of Hans (John) Kendl on February 8, 2025, at the age of 87.
Born in Yugoslavia in 1937, Hans and his family endured immense hardship during World War II, surviving multiple concentration camps before escaping to Austria. In 1955, they emigrated to the United States to Chicago, where Hans trained as an electro-mechanic and found his calling in the tradeshow industry.
Hans’s career took him across the globe, setting up exhibits in destinations such as Dubai, which fueled his passion for travel.
ing that experiences and memories were among life’s greatest treasures. His love for adventure extended beyond work—he was an active member of the Alpine Ski Club and a dedicated sports enthusiast, supporting both baseball and soccer in his later years.
John K. Wilen II Co-founder of Dimension Works and Industry Trailblazer
JIn 1959, Hans married Erika Staudinger, and they raised their two daughters, Monika and Isabell, in Chicago. After Erika’s passing, he married Christine Dedner in 1991, welcoming stepchildren into his life. His
with his great-grandchildren, who lovingly called him “Opa.”
Hans’s industry colleague and longtime travel companion, Larry Kulchawick, shared, “John was my business partner, and we traveled the world doing tradeshows. We always said this about business
That we did. John will be missed.”
Hans is survived by his wife Christine, daughters Monika (Robert) Langdon and Isabell Kendl, three stepchildren, three granddaughters, and nine great-grandchildren.
A memorial service was held on February 14, 2025, at The Orchard Evangelical Free Church in Arlington Heights, Illinois.
Society or JourneyCare Hospice.
ohn K. Wilen II, a respected industry leader and co-founder of Dimension Works, passed away on March 18, 2025, at age 68. A resident of Grayslake, Illinois, and formerly of Glenview, Wilen helped shape the modern exhibit industry with his creative vision and leadership.
Born December 26, 1956, in Evanston, Illinois, Wilen pursued a creative path early in life. After attending art school, he was hired by a small Chicago exhibit company. Four years later, he and three partners founded Dimension Works, Inc., which grew into one of the largest privately owned exhibit firms in the U.S. Known for innovation and strong client relationships, the company became a staple at Las Vegas trade shows and later expanded into Europe and Brazil.
Colleagues remember Wilen’s ability to balance creative design with businessdards through the ’80s and ’90s and mentoring many in the industry.
After selling Dimension Works, Wilen
pursued scratchboard art full-time, traveling the national art show circuit and earning numerous awards. He and his wife Debbie later ran a custom framing business together for eight years before retiring.
adventure. He and Debbie motorcycled across Europe in 1981, scuba dived in places like Cozumel, Thailand, and Papua New Guinea, and skied the Rockies and the Alps with their children. He bonspiels nationwide.
He is survived by his wife Debbie Heinrich Wilen; children Jennifer (Michael) Rosenstein and Matthew (Jillian) Wilen; grandchildren Lucas, Kenli, and Theodore; siblings, nieces, nephews, and many extended family members. He was preceded in death by his parents and stepfather.
A memorial and celebration of life will
donations may be made to Huntington’s Disease Society of America.
Walter F. Queen
The tradeshow and events industry mourns the loss of Walter F. Queen, CEO and co-founder of Queen Exhibits, who passed away on December 20, 2024, at the age of 56.
Walt was born in Troy, Ohio, in 1968 and went on to earn a bachelor’s de-
MBA from Indiana Wesleyan University. In 2002, he and his wife, Sheryl Queen, founded Queen Exhibits,
multi-facility operation serving clients nationwide. A member of the Exhibit Designers and Producers Association (EDPA), Walt was known for his expertise, mentorship, and dedication to the industry.
“We lost our visionary, leader, Owner, CEO; but I lost my very best friend. He worked harder than anyone I’ve ever seen," Sheryl shared, "He loved every step we took in this company… But most
of all, he loved our people. We are family. We will do him proud.”
Beyond his career, Walt was a devoted husband, father, and grandfather.
hunting, and he lived by the mantra, “It’s not work if you love it.” Walt was known for his integrity, work ethic, and ability to inspire those around him.
He is survived by his wife Sheryl, children Ashley (Dave) Bowman, Kevin (Lisa) Queen, Amanda (Jorden) Mumaw, and Cody Campbell, as well as seven grandchildren. He was preceded in death by his parents, an infant daughter, his brother Daniel Stevens, and his granddaughter Lucy Queen.
A private service was held on December 27, 2024, at the Upper Room Worship Center in Tipp City, Ohio. Memorial contributions may be made to Morgan’s Place Cemetery.
Walt’s legacy of leadership and innovation will continue to inspire the tradeshow industry for years to come.
By Kerstan Szczepanski
NEW YORK CITY, NY
APRIL 1–3, 2025
The Javits Center hosted INTERPHEX, the leading event in the pharmaceutical and biotechnology manufacturing industries. Professionals from across solutions, including drug manufacturing, packaging, and quality control. Organized by RX USA - Reed Exhibitions, the show featured 9,000 attendees, with over 500 exhibitors. Their Learning Lab had over 30 hours of content, with over 100 speakers from across the world in 56 curated sessions, and keynote speeches by leading scientists. The event was for not only scientists, but engineers, researchers and all professionals in the pharmaceutical industry. www.interphex.com
InfoComm
ORLANDO, FL
JUNE 7–13, 2025
InfoComm, or IC25, is North America’s largest tradeshow for audiovisual technology. Hosted at the Orange County Convention Center, the event will show-
case the latest innovations in AV, digital signage, collaboration tools, and immersive technology. The education portion will start on the 7th, with exhibits opening on the 11th. With 30,000 attendees, over 800 exhibitors, and 250 speakers, InfoComm serves as the leading platform for AV professionals, integrators, and manufacturers. www.infocommshow.org
Color Printing • Rack cards
• Brochures
• Booklets
• Everything else
By Kerstan Szczepanski
Midwest
Sweets & Snacks Expo
INDIANAPOLIS, IN MAY 12–15, 2025
One of the biggest tradeshows in the confectionery and snack industry, the Sweets & Snacks Expo brings together industry leaders, innovators, and retailers at the Indiana Convention Center. With 950 exhibitors showcasing over 350 candy, chocolate, and snack trends, 14,000
emerging consumer preferences. On May 12th is The Most Innovative New Product Awards, recognizing products in 12 categories across the confectionery and snack 13th. Don’t miss the Happy Hour on the 14th. www.sweetsandsnacks.com
Meeting & Event Supplies
• Lanyards & Credentials
• Binders, Tabs and inserts
• Tote Bags & Inserts
• Tickets & Programs
Promotional Products
• Giveaways
• Table Drapes & Signage
• Branded Apparel
• Gifts & Awards
By Kerstan Szczepanski
Aviation Week MRO Americas
ATLANTA, GA
APRIL 8–10, 2025
The 29th annual MRO Americas is the premier event for the aviation maintenance, repair, and operations sector. Held at the Georgia World Congress Center, this conference attracts over 1,000 exhibitors from 99 countries. There are 1,800 airline buyers, suppliers, and Maintenance, Repair, and Overhaul (MRO) service providers who make up the nearly 18,000 attendees to
Northwest
explore the latest advancements in aircraft maintenance and safety. With keynote presentations, panel discussions, and exhibits from top industry brands, special features will include the Military Pavilion, the Go Live! Theater, Aerospace Maintenance Competition and the A-WING jobfAIR. The event is a cornerstone for aviation professionals. www.aviationweek.com
RSA Conference 2025
SAN FRANCISCO, CA
APRIL 28–MAY 1, 2025
RSA Conference 2025 is one of the most recognized cybersecurity and medical data security events in the world. This event draws 40,000 professionals and 700 exhibitors to discuss the latest in data protection, encryption, and cybersecurity. With top-tier keynote speakers, product demonstrations, and extensive networking opportunities, this year’s program will include topics such as analytics, intelligence & response, hackers and threats, risk management and governance, and identity. www.rsaconference.com
RSA photo courtesy of RSA Conference
By Kerstan Szczepanski
Southwest
HD Expo + Conference
LAS VEGAS, NV MAY 6–8, 2025
The HD Expo + Conference is a leading tradeshow for the hospitality design industry (10,000 plus attendees in 2024). Held at the Mandalay Bay Convention Center, this event showcases the latest trends in interior design, furniture, lighting, and materials for hotels and resorts. With over 1,000 exhibitors, and education sessions led by 160 speakers, HD Expo is an essential event for designers, operators, architects, purchasers, and developers. www.hdexpo.com
Photo by Exposures Ltd.
Based on reader feedback and industry trends, we’ve made the strategic decision to move the most comprehensive tradeshow calendar in the industry from our print edition to the web. This change will allow us to better serve our readers by:
» Remaining nimble in the current climate when show dates change
» Freeing up space in our print edition to give you the content you want: corporate profiles, trends and news you can use
Order Defined
Order Defined specializes in tradeshow and event services, offering custom fabrication, project management, and booth design. Led by Alyson, with over 20 years of industry experience, the company provides tailored solutions for tradeshows, corporate events, and pop-ups. Focused on creating order in the fast-paced event world, Order Defined ensures seamless, highquality execution for every client.
ADVERTISE IN THE SERVICE GUIDE
•Added value with your ad in print and on our website.
•Engage a captive audience with 38,000 readers every month!
•Increase revenue and gain marketshare!
Print and Digital Distribution
(Ads in the 4 quarterly print issues in 2022 will run concurrently online.)
1 Issue: $500 per mo.
3 Issues (1 print/3 digital): $400 per mo.
6 Issues (2 print/6 digital): $300 per mo.
12 Issues (4 print/12 digital): $200 per mo.
Contact sales for details: (702) 272-0182 or sales@exhibitcitynews.com
Audio/Visual
Audio/Visual
CorpCom
Since 1985, CorpCom has been a trusted exhibit, event, and décor partner in the US and abroad.
Partnering with CorpEvents New England- Professional Labor Resource, we provide a one-stop event experience from initial concept to successful completion.
» Custom Rental Exhibits
» Portable Exhibits
» Graphic Design/Production
» Professional I&D Labor
» Show Service Management
» Floor Plan Design
» Event Logistics
» Furniture Rental
SJP
SJP is a technology-solutions company that specializes in providing professional A/V, IT, and interpretation services for corporate events, festivals, private events, experiential productions, and conventions. We offer a wide range of capabilities to support all aspects of event planning, design, and execution, with a strong focus on quality and customer service. We are dedicated to delivering successful and memorable events for our clients, with strategic office and warehouse locations in Los Angeles and Las Vegas. Our services are available nationwide.
Las Vegas Power Professionals
Silver Silver
Horizon
Horizon’s affiliation with American Solutions for Business in 2021 is Rocket Fuel for out already Award-Winning level of Service & Resources to the Print Marketplace. When a client requires a project in a single market or in every city across the U.S., Horizon is poised to meet national, regional, and complex requirements at an unprecedented caliber of efficiency and intelligence.
Museum and Permanent Installations
Trade Show Services
South America Expo Services Venues
2025 EDITORIAL CALENDAR*
QUARTER 1 (JANUARY-MARCH)
Print & Digital
• Passing of the Torch
• Women in Business
• Changing Age Dynamics of the Industry
• Labor and Hiring Concerns
• ExhibitorLIVE Preview
• Day in the Life
• Wow Booth Features
• Tradeshow Calendar & Service Guide
• Associations & Advocacy Features
Digital only
• Maximizing ROI
• Recruiting Talent
• New Faces in the Industry
• Recruiting for the Industry
• Budgeting Tips for Exhibitors
• Advocacy Updates
Focus City: Northeast
QUARTER 3 (JULY - SEPTEMBER)
Print & Digital
• Tradeshow Technology
• Tradeshow Suppliers
• Furniture
• AV / Lighting / Graphics / Photography/Internet
• ExSys Awards
• Event Management Software
• General Contractors
• Day in the Life
• Wow Booth Features
• Tradeshow Calendar & Service Guide
• Associations & Advocacy Features
Digital only
• AI Considerations
• Randy Coverage
• Insurance/Legal/Contracts/Regulations
• Fall Show Updates
• Show Services
Focus City: Southeast
*Content is subject to change
QUARTER
2 (APRIL - JUNE)
Print & Digital
• Design and Innovation
• Sustainability
• Flooring
• Importance of a Brand
• Experiential Marketing
• Day in the Life
• Wow Booth Features
• Tradeshow Calendar & Service Guide
• Associations & Advocacy Features
Digital only
• Sustainability
• Social Media and New Age Marketing
• Measuring Marketing Success
• Tradeshow Marketing/Traffic
• Innovative Design
Focus City: Southwest
QUARTER 4 (OCTOBER - DECEMBER)
Print & Digital
• Transportation Trends
• Warehousing/Material Handling
• Shipping and Logistics
• Healthcare
• Security/Safety
• Labor Update
• Day in the Life
• Wow Booth Features
• Tradeshow Calendar & Service Guide
• Associations & Advocacy Features
Digital only
• Industry Predictions
• Show Management
• Awards Coverage
• Randy Coverage
• Post-Show Analysis
• Industry and Tradeshow Predictions 2026
Focus City: Midwest
Deadline / Space reservation: 8th day, or closest business day, of month prior to print issue. We would love to hear from you! Share the coverage you would like to see in future issues at newsdesk@exhibitcitynews.com
For 40 years, Access has been a trusted name in the face-to-face industry, known for building award winning experiences that ignite emotions, stimulate thought, and drive engagement. Our environments are designed to educate audiences and inspire innovation. Above all, we are committed to ensuring your brand approaches events with a planned budget, a go-to-market strategy, and a well-designed and built experience.
beMatrix USA has expanded their available product line by introducing nearly a dozen new products! These new innovations will provide customers with increased design flexibility and nearly limitless options when designing their beMatrix builds.
ClimatePartner Certified Frames
Glass Door
Self-Closing Pivot Door
New multifunctional pins
B124 cover
Quad SEG Corner Post
120° Corner Post
These new products are feature-rich and will make building your next beMatrix build better, faster, stronger, and greener. Want a breakdown of each new item? Scan the QR code to watch the New Product Showcase.
