DESIGN
hall lighting. Know which expense will create an impact. Lighting design shouldn’t be an option. There are cost-effective ways to incorporate lighting into your design. Let your exhibit design and build agency work with lighting companies to optimize the budget effectively.
Concerned about Costs? You’re not alone! BY STEPHEN ROSS, SVP, BRAND STRATEGY & EXPERIENCE DESIGN, ACCESS TCA
Concerns about cost are nothing new, but the current economic uncertainty leads event marketers to prioritize their expectations with cost-cutting tactics. Instead of panicking about the expense of a new exhibit, first consider: » Exhibit Cost Insights: Only 45 to 50 percent of budgets are allocated to design and build; the rest goes toward show services and association general contractor fees. » Sustainability Matters: Material choices, especially flooring and graphics, are driven by cost and environmental considerations. Environmental concerns are key to brand reputation and don’t need to add extra costs. » Strategic Goals Overlooked: Procurement now influences exhibit decisions, sidelining marketing input and reducing 28 Jan/Feb/Mar 2026 Exhibit City News
strategic alignment. Ensure all stakeholders are aligned with the budget. » Having a clear go-to-market strategy with defined objectives and stakeholder buy-in is a major budget saver. Design and Construction Typically, 45 to 50 percent of an exhibit budget is allocated to design and construction, while the remaining funds are used for show services and other expenses such as shipping, transportation, drayage, general contractor fees, labor, rigging, and lighting. Overhead rigging is a major cost driver due to labor and often inefficient execution, but there are alternative ways to create the desired brand impact on your audience. If your goal is a strong brand
identity, you can achieve this without rigging. Building a foundation for a unified identity across your organization is both effective and more cost-efficient. Discuss this option with your design team. Consider how attendees will approach your exhibit—how they will see and perceive your brand and messaging in the exhibition hall, down the aisle, or next to a competitor. Answering these questions helps your design team create an effective 3D environment aligned with your brand’s communication goals, ultimately saving money on redesigns. Lighting Then there is lighting, a critical part of your exhibit’s appearance. Don’t think you can get the same effect with basic
Aluminum Extrusions When planning the architectural elements for your exhibit, consider using or renting aluminum extruded wall panel systems combined with custom-built components to save costs by speeding up assembly and reducing labor expenses. Most of these systems allow for the integration of panel insets to customize the space. These insets can be made from nearly anything but typically include a printed graphic on Sintra or recyclable paperboard. You can also opt for an SEG fabric graphic that features campaign artwork or a graphic design element; either works. Aluminum extruded wall panels provide a highly versatile and affordable structural solution. If sustainability is a priority for your organization, let your exhibit agency guide material choices, especially for flooring and graphics, as these affect both cost and environmental impact. Sustainability Our industry is making significant progress toward becoming more sustainable. Carpet is sometimes viewed as problematic because of how it’s manufactured, how long it can be reused, and how it can be recycled before reaching