Exhibit City News - Jan/Feb/Mar 2024 by Exhibit City News

EXHIBIT CITY NEWS TURNS 30 YEARS OLD! THANK YOU TO OUR LOYAL READERS

Jan/Feb/Mar 2024 • VOL. 30 • ISSUE 1

EMBRACE CHANGE KEY TRENDS IN 2024

TRADE SHOW HISTORY FROM THE START PT. 1 ACQUISITIONS AND MERGERS TO WATCH FOCUS CITY: BOSTON AI Prompt: A professional leader with focus and optimism, standing in the foreground. With conceptual ideas floating above his head. In the background, a bustling trade show, with people. Created on starryai.com and upscaled on tinywow.com DAILY UPDATES AT EXHIBITCITYNEWS.COM

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TABLE OF CONTENTS

EXHIBIT CITY NEWS TURNS 30 YEARS OLD! THANK YOU TO OUR LOYAL READERS

Jan/Feb/Mar 2024 • VOL. 30 • ISSUE 1

On our cover: Going into 2024, AI and how it can be used in tradeshows is a pivotal consideration for the industies’ continued growth. Exhibit City News embraces this change by using Starryai.com to create an unique cover. Cover Illustration generated by AI, prompted by Thomas Speak

EMBRACE CHANGE KEY TRENDS IN 2024

Departments 8 26 78 78 84 86 88 90 95 101

Publisher’s Corner Tradeshow History Boston CC Eat, Sleep & Play Book Review People on the Move In Memoriam Tradeshow Round-up Industry Service Guide Advertiser Index

Cover Story

The Road Less Traveled

The Legacy of George P. Johnson

Navigating What’s Ahead

Change on the Horizon

Key Trends Shaping the Events Industry in 2024

Acquisitions and Mergers to Watch

ExhibitorLIVE

Columns

Corporate Profile

As the Saw Turns

From Hollywood to Tradeshows

Advertorial

All in the Family

The Tradeshow Times Help Wanted!

16 Paco’s Global View Lost in Translation

34 311 Event Support

How Decisions are Made on the Inside

Aluvison: Not Just for Function. It’s Art.

Corporate Profile

Lighting the Way for Tradeshow Tech

Corporate Profile

NewGen Partnership Takes New Step at SuiteWorld

69-73

Shop to Showfloor Section Industry Update Women in Exhibitions

38 Labor Training

Briding the Training Gap

54 Labor Shortage Solutions Hire Veterans!

Alternative Spaces

How Piero’s Maintains Legacy

I&D and Event Labor

WOW Booth #1

Philip Jeffries by Lighthouse Exhibits

WOW Booth #2

ARCHIVAL 2018: Czarnowski

Day in the Life

True Service Group

FIT Capstone

Atlanta 5 in 15 6 Jan/Feb/Mar 2024 Exhibit City News

Bottom photo courtesy of Comedy Central

PUBLISHER’S CORNER PUBLISHER & FOUNDER Donald V. Svehla Jr. (702) 272-0182 ext. 102 DonS@exhibitcitynews.com

Greetings to you, our tradeshow and event community. Welcome to 2024!

What do you think about our AI-generated cover? We begin this new year with a BANG as AI has, and will continue to transform how we live, work, and play. This edition of ECN is 104 pages of remarkable and diverse content. Let’s dive in. Explore insights of our industry leaders interviewed by ECN’s Strategic Advisor, Chris Kappes in “Navigating What’s Ahead. Key Trends Shaping the Events Industry in 2024.” Check out: “The Road Less Traveled, The Legacy of George P. Johnson” also written by Chris Kappes. Get the latest industry acquisition news from “Change on the Horizon, Big Acquisitions, and Mergers to Watch” by Ray Smith. Take a journey through time in: “The Evolution of Trade Shows” written by ECN’s resident historian, Bob McGlincy. Read about new industry training initiatives: “Bridging the Training Gap in the Exhibitions Industry,” a call for strategic action by Jeff Hannah. Discover the FIT Capstone Program where industry professionals converge in NYC.

8 Jan/Feb/Mar 2024 Exhibit City News

I could go on—this issue is that good. Thanks to all our readers and please support our advertising community as they help power the content you’re reading. You may have heard that we are celebrating 30 years in business. As Founder of ECN, I couldn’t be prouder of this milestone and how our modest beginnings have manifested into a diverse print and digital media organization that serves you. We are true to you. We are “True to the Trade.” Until the next print issue in Q2, catch us every day in the digital realm where our daily news engages nearly 45,000 visitors per month and growing.

DIGITAL EDITOR Marlena Sullivan digitaleditor@exhibitcitynews.com ART DIRECTOR Thomas Speak TomS@exhibitcitynews.com STRATEGIC ADVISOR Christopher "Chris" Kappes chrisk@exhibitcitynews.com COLUMNISTS Paco Collazo Bob McGlincy Jim Obermeyer CONTRIBUTING WRITERS Danelle Dodds Thea Engst Pat Friedlander Jeff Hannah Chris Kappes Liz Lathan Leslie Mujica Maddie Ogren Sam Ogren Ray Smith Marlena Sullivan Kerstan Szczepanski PROOFREADERS Thea Engst Pat Friedlander Kerstan Szczepanski NEW BUSINESS DEVELOPMENT Christy Giambattista ChristyD@exhibitcitynews.com

Don Svehla Publisher/Founder

Questions? Suggestions? Comments about our content? We love feedback and hearing from you! Send me an email at dons@exhibitcitynews.com.

SOCIAL MEDIA EXECUTIVE Ashley Sou ADMINISTRATIVE ASSISTANT Rochelle Robertson CIRCULATION Manny Chico Circulation@exhibitcitynews.com Vol. 30, issue 1, copyright 2024 by EXHIBIT CITY NEWS, published four times a year by Mr. Tradeshow Communications, LLC, 1675 E. Desert Inn Rd., Las Vegas, NV 89169. Editorial views presented within this publication are not necessarily those of the publisher and no liability is inherent. To subscribe, go to ExhibitCityNews.com or call (702) 272-0182. Reproduction/reuse of this material may only be permitted with expressed permission of Exhibit City News. POSTMASTER: Please send address changes to location listed above.

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Photo courtesy of meetboston.com

CONVENTION CENTER SNAPSHOT by Kerstan Szczepanski

Photo courtesy of meetboston.com

Boston Convention and Exhibition Center Location: 415 Summer Street, Boston, MA 02210 Date Opened: June 2004 Square Footage: 2.1 million square feet of total space with 82 meeting rooms. The exhibit hall floor is 500,000 square feet and can be one space or three isolated areas. The Grand Ballroom is just over 40,000 square feet. The Lawn On D outdoor space is 2.7 acres. Parking: Valet parking is $40. Self-parking, BCEC South Parking lot, is $25 for regular size vehicles, and $50 for oversized vehicles. First come, first served.

PLUS!

Where to eat, sleep & play in Boston

p. 78

Hotels: Omni Boston Hotel at the Seaport is less than a quarter mile away. The Seaport Hotel Boston and the Dagny Boston are less than a mile away.

Airport Info: Logan International Airport is under three miles away. WiFi: Free with over 500 access points, enough for 35,000 devices. Transport: The Massachusetts Bay Transportation Authority (MBTA) Silver Line is complimentary from the airport and only $2.75 to go back. The venue is one minute from I-90 and I-93, and easily accessible from I-93. It is a fifteen minute walk to South Station, one of Boston’s major transport hubs, which houses the local bus station, access to the Red Line of the subway system (referred to as the T), the commuter rail, and bus stops to outside cities. https://www.signatureboston.com/bcec/ ExhibitCityNews.com Jan/Feb/Mar 2024 11

COLUMN As the Saws Turn

EDPA Access 2023

All In The Family

am exhausted sitting on an airplane, very early in the morning—but it’s a good kind of exhaustion—when you have just spent four days with a whole lot of family. Lots of hugs, lots of laughs, and conversation mostly just catching up, and sharing stories over drinks and a meal. Stories of good times past and great things to come. I’m not talking about a family gathering for the holidays. I’m talking about the EDPA family gathering for the EDPA ACCESS Conference the week after Thanksgiving in Bonita Springs, Florida. The event was attended by 325 of our industry’s most passionate and committed members. Some, like me, have been attending this annual event for decades, many were there for the first time. I have been attending for decades, and every year I come away from the week so fired up about our industry, our association, and what the future holds. But this year was different. I was fortunate to be able to bring two friends with me: my client relationship colleague from here in the U.S., and our managing director from the U.K. Both are well-experienced industry veterans, but newcomers to this event. I wanted them to listen to the awesome keynote speakers, experience the education, talk with industry suppliers, and 12 Jan/Feb/Mar 2024 Exhibit City News

meet industry veterans and future leaders. members to this incredible family. I wanted them to come away feeling like Seriously, if this is your chosen field, they were part of this very special family. whether you are an owner, an executive, To say that they were welcomed with in sales, a creative, in a financial position, open arms would be an understateor production role—the EDPA Access ment. With all of the change that Conference should be part of your has happened in this industry year. It is so important to step over the last few years, giving out of your building, step away them the opportunity to be a from day-to-day minutia and expart of this was a no brainer. pose yourself to the opportunity Yes, I had specific people I By Jim Obermeyer to spend time with people. wanted them to meet and have In all the years I have been conversations with, but I also wanted coming to this event, I have acquired them to experience the conference for more knowledge, made more business themselves. And that they did. They lisfriends, found more key supplier parttened to the keynotes, participated in the ners and gained a better understanding educational sessions, and visited with the of how we can all work together than any exhibitors in the Engagement Zone. other single event in our industry. They bid on—and won—items in the siI urge you to consider attending next lent auction the evening of the gala, paryear’s EDPA Access Conference, schedticipated in the table ask, and attended uled for December 3rd–5th at the Hyatt the after party—but I couldn’t convince Regency Indian Wells in Palm Springs, them to sing on the karaoke stage. They California. And if you are a regular at this finished the event by becoming the ‘Inevent, next year, bring some new friends, ternational Division of the Texas Chapter and have them join the family. You won’t team at the Chapter Challenge on the last regret it! day—and their team won that as well. See you on the show floor. My colleagues came away with a new appreciation for our industry, our assoJim Obermeyer has been in the exhibits and events ciation, and the passion and energy that industry over 40 years, both as a corporate trade drives the people that work here. And I show manager and exhibit house owner. He can came away having introduced two new be reached at jobermeyer903@gmail.com

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COLUMN The Tradeshow Times

Help Wanted!

A Consideration on Labor and how to Combat Shortages

ost-pandemic busineed for training and worknesses of all types force development… We have and sizes are short on to look to continue to draw staffing and talent all around people into the industry.” the country. We hear about it on the news, see it in “help Short Term Solutions wanted” signs in storefronts, Recruit. Train. Partner. and experience it as customMake it work… One show, one ers in restaurants, hotels, day at a time. Do whatever and airports. One it takes and try not to of the heaviest hit burn everyone out. industries is the At the NBAA convention industry. show in Vegas, large Paul VanDeventer, labor numbers were the CEO of Meeting required to make it Professionals Interhappen. The highest By Bob McGlincy national, said, “I look EAC single day labor at the industry now, 65% of call exceeded 750 people, the workforce is new and 10 and that number did not inyears younger [than their colclude the hundreds working leagues]. So, there’s a massive for the General. Another ex-

14 Jan/Feb/Mar 2024 Exhibit City News

ample: During a busy fourth quarter week in a smaller convention city, one company had seven overlapping events, including two GC shows. One show required over 200 people a day, for five days, with a concurrent show needing over 70 people. Labor calls were filled through the collective work of unions, companies, family and friends—and by massive pre-planning and dedicated work. 2024 will likely be the busiest tradeshow year in U.S. history. It will be necessary to continue to recruit new people the old fashioned way, as well as sharing labor resources with trusted partners (which may be easier said than done.) Moving forward, it will be essential to build new avenues to drive the next generation work force. Long Term Solutions

» (1) Advocate for the industry. People need to be aware that they can have fun and make a good living with tradeshows. Recruiting talent is everyone in the business’ business. » (2) Educate members of Congress to understand the importance of this $100 billion industry. Enlist their support in creating solutions. Last summer, Congress held hearings to re-allocate existing dollars to invest in the workforce of the future. Two bi-partisan bills, both supported by ECA and ASAE, allowed for Pell Grants and college savings programs to be used for shorter term job training programs, (S.141/H.R.793 and S.722/H.R.1477). ECA Legislative Action Day 2024 will be Thursday, May 30. (Will you, or someone from your company be attending?)

» (3) Establish a NAICS code for

the live events industry and utilize existing government programs to pay for training. The Exhibitions and Events Workforce Development Federation was founded by Laura Palker. She is one of the original organizers of the National Trade Show Alliance and has stated: “The cost of building our industry’s future workforce without assistance will be prohibitive. Utilizing the Department of Labor Registered Apprenticeship Program allows us to develop our presence exponentially. Assistance is available both financially and systematically, providing an opportunity to add O*NET codes much quicker than is usual and customary.”

People Make the Difference For many companies and shows, 2023 has already surpassed pre-pandemic heights. Unless something catastrophic happens, 2024 will be a banner for the convention industry. But with more shows, and more business, there will be a shortage of experienced labor. It is important that exhibitors, and display houses, plan their show floor needs further in advance. There is an old trade show adage— “the more info sooner, the better the service”—that will become even more true in the coming months and years. Willwork creates labor and technology solutions for experiential marketing applications, including tradeshow exhibits, corporate events, brand activations, and themed retail environments. Bob McGlincy is director, business management. He can be reached at Bob.McGlincy@willwork.com

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COLUMN Paco’s Global View

...finding the sweet spot between embracing new communication methods and keeping things professional is key.

Lost in Translation

How This Millennial Boss Tries to Speak ‘Centennial

n recent years, the landcareer paths. It presents a scape of our indusunique challenge—the try has undergone generational gap is significant changes, widening, and it’s prompting many hard to ignore. of our colleagues to Navigating the explore new career digital era is second By Paco Collazo avenues amid. I am nature to the new in the position of recruitgeneration. They’re teching and training individuals savy, and let’s face it: their from diverse backgrounds way of communicating can and, notably, a much, much be a whole different ball younger demographic. game. Their use of slang and According to projections by informal channels might the World Economic Forum, leave some of us scratching Generation Z (Gen Z) is set to our heads. constitute 27% of the workNow, let’s put those stereoforce by 2025. This figure will types to rest. This generation inevitably rise as our more isn’t just here to clock in; experienced colleagues transi- they’re driven and ready to tion into retirement or pursue bring their unique perspective new career paths. to the table. Considering the projections, This reality hit home for me it’s no surprise that fresh, during a recent chat with our young talent are joining our newest team member; she is workforce. Yet, this trend isn’t 23. Coming from a customjust about onboarding new er service background, she individuals or those switching swears by instant messaging 16 Jan/Feb/Mar 2024 Exhibit City News

apps for efficiency. (Imagine my surprise when she told me she didn’t have an email app on her phone!) However, our team was used to a more formal approach. There were a few raised eyebrows at what we considered not only an informality but an unprofessional style. But, even when there are “normal” ways of doing things, these young team members will run the industry soon enough. We better update ourselves on the ways to effectively reach them while introducing them to a part of our “old ways.” As we talked it out, it became clear that our communication preferences needed some tweaking for more productive discussions. While I’m a fan of the classic work email, I understand that alternative channels have their perks. In this ever-changing landscape, finding the sweet

spot between embracing new communication methods and keeping things professional is key. Effective communication channels are a must, especially for tracking vital info and understanding how our business models are evolving. To tackle these challenges, I’ve rolled out a few strategies. This includes a monthly informal meeting where the team of employees under 30 update us on new trends, apps, AI, and even music or what’s trending in the TikTok world. We have heavily discussed the needs for formality in our communications, like email or actually using the telephone! As we ride the wave of change in our workforce, fostering understanding and flexibility in how we communicate is the secret sauce for a happy and productive workplace. Please let me know of funny stories with your team or what have you done to merge the cultural gap.

BUSINESSES PROFILE

The Road Less Traveled The Legacy of George P. Johnson by Chris Kappes

18 Jan/Feb/Mar 2024 Exhibit City News

and economy were changing, however, and GPJ realized it needed to diversify and change their dependency on one vertical market producing 90% of sales. Their answer to diversification came as a Request for Proposal (RFP) from IBM in 1998 to consolidate its $80 million global tradeshow and event Chris Myers CEO, GPJ program involving 1000 business shows. At the time, GPJ was a $60 million dollar exhibit firm with little technology experience. Like the “little engine that could,” GPJ put together their best team of strategists to power their RFP. Climbing the IBM mountain wasn’t easy. The IBM Connection: A Marriage That Redefined GPJ Whether folklore or not, the pivotal moment at IBM’s world headquarters marked a turning point. Robert Vallee Sr., Chairman of GPJ at the time, attended the final pitch presentation at IBM world headquarters and asked this final question: “Are we going to date or get married?” IBM’s answer? “Let’s get married.” This forever changed the business trajectory of GPJ and IBM events around the globe. The event industry no longer thought of GPJ as just “that auto display company.”

Building A Transition Roadmap Navigating the intricacies of revamping a 1000-show program while it was operational tested the bounds of sanity. Yet, it birthed a consolidation roadmap, creating a combined event team staffed by both companies. The history, experience, and knowledge of consolidating a global program like IBM has been the fuel to GPJ’s rocket. “The IBM relationship has been an accelerator for us to develop a global footprint,” explains Meyer. “When you have a relationship with a global brand like IBM, it requires boots on the ground, understanding the culture and doing business in all parts of the world relevant to that brand. Working with IBM, we expanded very quickly, and used our foundation to win and secure other global accounts. It’s not just dots on the map, but how you operate and connect employees, compliance, communication, local cultures and more.” Interoperability: Connecting the Dots Interoperability emerged as the linchpin for GPJ’s success, fostering a unified entity labeled “One GPJ.” Scott Kellner emphasizes, “Below the philosophical surface you’ll find very strong tactical capabilities and inter-entity protocols, which are six miles wide and deep. We

Photos courtesy of GPJ

From Auto Shows To Tradeshows: A Strategic Shift By the 1990’s, GPJ was the “exhibit house” of record for half the world’s auto companies exhibiting at the 100’s of national and regional auto shows and events across the U.S. This required GPJ to build robust creative, account management and operational centers across the U.S. to service their clients. The automotive business

IBM Under The Surface 2023

Photo courtesy of GPJ

n the ever-evolving landscape of experiential marketing, one name commands attention: George P. Johnson (GPJ). A trailblazer synonymous with leadership, GPJ’s narrative is not confined to the digital realms of a website; it’s a living testimony to an extraordinary journey that commenced in 1914 as a modest flag-maker and sail repair shop. Today, GPJ stands as a global powerhouse with 33 offices across the world and a formidable team of 1400 professionals, orchestrating unforgettable experiences for the ‘who’s who’ of brands. How did GPJ navigate this remarkable evolution? What were the pivotal moments that propelled them to the forefront of the industry? What is the secret sauce that sets them apart? To unwrap these mysteries and delve into the heartbeat of GPJ’s success, we engaged in a candid conversation with Chris Meyer, the visionary CEO, and Scott Kellner, SVP of Sales & Marketing.

Infiniti Hybrid Passport to Auto Shanghai 2021

IBM Think Pop-Up Dach 2021

Porsche’s ‘The Art of Dreams’ during Singapore Art Week

use Slack and other technology to drive collaboration. The devil is in the details.”

Photos courtesy of GPJ

Photo courtesy of GPJ

Acura Grand Prix of Long Beach 2023

Diversification Continues. Project Worldwide is Born. Diversification wasn’t limited to experiential marketing. Robert Vallee Jr., grandson of George P. Johnson, and Chairman-CEO of Project Worldwide, launched a visionary industry model in 2010 where independent, yet complimentary agencies spanning entertainment, digital, gaming, creative, media and retail, operate as accelerators to each another. Today, 14 multi-disciplinary agencies, owned and led by employees, comprise Project Worldwide, and support each other through collaboration, empowerment, community, and support. “Our sister agencies help us connect all the dots,” shares Meyer. “About 75% of our projects include one or more Project Worldwide agencies. One recent example is a Pokémon U.S. project where OS studios (a community driven live gaming & esports agency), Spinifex Group (media @EXHIBITCITYNEWS

content creator) and GPJ (global scalability) collaborated to win their business. As GPJ, we couldn’t have done so without our partner agencies. Bottomline, we’ve figured out how to bring together the superpowers of each agency to our clients.” Diversification also was instrumental during the pandemic. “We leaned into our diversified agencies big time during COVID,” shared Meyer. “That played out very well for us whereas some of our competitors retrenched and are still playing catch-up.” What’s Next: Navigating New Frontiers The prominence of experiential marketing has grown significantly since the pandemic. New industry research suggests that 20 to 50% of 2024 B2B marketing budgets, depending upon industry, will be allocated to experiential marketing. As a result, Meyer anticipates great things for GPJ. “We expect more organic growth and expansion as our clients lean into sports, entertainment and gaming,” shares Meyer. “Vertical industries, like manufacturing, are pivoting to technology and toward experiential marketing to tell their stories. We expect these stories will increasingly be cinematic, with wide distribution and high ROI. So, events will continue to be robust content studios for marketers.”

In Meyer’s vision, GPJ’s growth is intrinsically tied to creativity, innovation, consistency, reflection, and laying the foundation for future generations. He says, “We must continue to deliver the highest level of creativity and innovation while fostering the highest level of collaboration. We must drive consistency in our operating models while respecting local cultures. And we must step back, reflect, and not be afraid of taking a fresh approach to a project or how we do business. We do these things right, and we’ll pave the way for future experiential marketers at GPJ and the industry in general.” As the road less traveled by GPJ stretches into the horizon, it leaves an indelible mark not just on the legacy of experiential marketing but on the very fabric of innovation and collaboration. The tale of GPJ is a testament to the transformative power of bold decisions, strategic foresight, and unwavering commitment to excellence. Through diversification, global partnerships, and embracing the challenges of a rapidly changing world, GPJ has not only shaped its own destiny but has become a guiding light for the entire industry. The legacy of George P. Johnson stands tall, an inspiration for future generations of experiential marketers poised to tread the path less traveled. ExhibitCityNews.com Jan/Feb/Mar 2024 19

ACQUISITIONS AND MERGERS

Change on the Horizon BIG ACQUISITIONS AND MERGERS TO WATCH RAY SMITH, EXHIBIT CITY NEWS

Star Group founder and owner Mark Johnson is making significant strides at growing the event marketing company’s geographic footprint outside its Minneapolis base. In November, Star Group acquired Exhibit Edge, a prominent exhibition and events company based in Washington, D.C., with facilities in Chantilly, V.A. That 20 Jan/Feb/Mar 2024 Exhibit City News

follows the acquisition of Neu Concepts, in Raleigh, N.C. Johnson says talks continue with a company in Orlando, F.L. Johnson opened a 90,000-square-foot facility in Las Vegas in December, expanding from its current 50,000 square feet. “We’re just looking to be more of a partner with our customers across the United States,” Johnson tells Exhibit

City News in a phone interview from Washington, where he was wrapping up details with Exhibit Edge. “We’re looking for certain additions and expanding our capabilities.” “What we’re really looking for is businesses with heavy involvement in government sectors,” a strong suit for Exhibit Edge, he adds.

Merger Mania

jumping back in to access deal opportunities across the spectrum, the investment bank reported in May. The global exhibition market has traditionally grown ahead of GDP, increasing 5 percent annually from 2017 to 2019 when it reached a total value of $29 billion. Growth was halted dramatically by COVID, with the market shrinking 69 percent to $10 billion in 2021. “With F2F back on track to pre-pandemic levels and the industry stronger, investor confidence has also returned. This is shown by the slew of major and some smaller deals in 2023, proving that the industry is both attractive and investable,” the JEGI report states. “The industry is seeing a return of M&A activity and relatively strong transaction multiples. North America continues to lead the way with a strong market recovery post-COVID and a broad set of actionable opportunities.” Barry Boniface, partner in MSouth, a private equity group and parent company of Nth Degree, believes we’re in the midst of a “substantial resurgence” in the consumer and business event market. “Spending in that segment is projected to outpace overall advertising and marketing investments as brands shift budgets to activities that engage buyers, create emotional connections, and increase sales,” he commented on the Fern merger. Dan Greene, exhibit industry veteran and M&A expert, adds, “Many acquisitions take place purely to improve the buyers’ financial position, regardless of the employees or customer base. However, finding a geographic advantage that provides access to expertise in specialized markets, with barriers to entry, will generate new sales opportunities for the entire sales team. This strategy will accelerGeorgea Frank-Tann ate revenue growth and DJ Heckes and increase lifetime cash flows.”

Star Group’s acquisitions are among some 90 mergers and acquisitions transacted within the tradeshow industry in 2023, including Nth Degree joining with Fern Exposition Services in June, and Corp Events New England acquiring Dame Associates and Specialty Equipment Rental in March. Also in June, FX Design Group, a leader in broadcast design solutions, merged with Exhibit Design Group, a provider of immersive experiential design, forming a partnership of two companies that have collaborated on numerous projects since 2018. EventWorks and Quest Events on Nov. 30 announced a strategic combination that will broaden their reach and deliver “unparalleled, full-service experience,” company executives proclaim. The recapitalization merger brings EventWorks, one of the Southeast’s top providers of event rental equipment with locations in eight cities, together with Frisco, Texas-based Quest Events, a national leader in drapery and scenic elements. The companies will employ about 780 workers and manage more than 550,000 square feet of warehouse-stored rental equipment, supporting some 50,000 events a year. “We are ecstatic to be combining these two industry leaders to create more value for our clients, more opportunities for our teams, and leverage our combined resources to provide a unique, unprecedented offering to our social and corporate markets,” EventWorks CEO Mike Schmidt says in a company statement.

Market Resurgence The tradeshow and events industry has bounced back faster than expected, its value proven and even strengthened by the pandemic, according to JEGI Clarity. Investors are @EXHIBITCITYNEWS

It's all about creating a brand experience, whether through face-to-face interaction or the virtual world. Changing Hands DJ Heckes, founder and CEO of Albuquerque, N.M.-based Exhib-It!, is selling her company to Georgea Frank-Tann, ending a 23-year career in the tradeshow industry that saw her crash the proverbial glass ceiling for women executives. She’ll stay on for a year to help with what she envisions as a “seamless transition.” Exhib-It! offers tradeshow services ranging from branding, marketing and logo consultation and design to production of banner stands, tradeshow displays and custom environmental displays. The company also provides tradeshow management, storage and shipping services. An author and feted business leader, Heckes has been phasing out of day-today operations over the last few years as she looked for someone to take over the company. She’s confident that FrankTann, a New Mexico native with international marketing experience, will elevate the company to the next level. “She is a smart, talented, beautiful, and strong woman who can take this company even further than I did, and I plan to help her do just that,” Heckes says. All six employees will keep their jobs, just as they did during the COVID shutdown. “Sometimes, when larger companies take over acquisitions, you lose the personal touch with the customer,” Heckes adds, “and the way we did it was (to) have ExhibitCityNews.com Jan/Feb/Mar 2024 21

ACQUISITIONS AND MERGERS

a local native New Mexican that knows and understands not only our state, but also has international experience in living in other countries.” Heckes believes that Frank-Tann’s marketing skills will help the new owner keep pace with changes in the workplace, understand customers and capitalize on social media. “I always tell people we are a marketing company first, and because of that, we happen to design and sell great exhibits and graphics,” says Heckes, who has garnered awards from numerous organizations for being a leader among women in business.

Revenue Ready Exhib-It! was listed for sale on Sept. 19, 2023, a virtual meeting with Frank-Tann was scheduled for the next day and a letter of intent was signed within a week, Heckes notes. "For a small business in Albuquerque, Exhib-It!’s footprint in the industry is rather large," Frank-Tann says of her decision to acquire the company’s assets. Revenue grew from $550,000 in 2020 to $1.8 million in 2022, with a large chunk 22 Jan/Feb/Mar 2024 Exhibit City News

of it coming from outside New Mexico, and from federal agencies such as the Department of Agriculture. “There’s so much, not only the national footprint. DJ built a longstanding staff and a host of processes and systems that make it so we can go to the next level,” the new owner adds. Frank-Tann considered starting her own agency in Albuquerque, after 10 years of living abroad, but felt an acquisition was a better option, and Exhib-It! was the “best of the bunch” she explored. “Anyone that’s ever started a small business knows it takes years to create cash flow and be successful. It puts us in a better position to scale and grow the business to the next level,” Frank-Tann says. “The hardest part on a 1-to-10 scale is getting from one to five.”

Enhanced Experience These acquisitions share a common goal: enhancing the client’s experience through greater capabilities and resources. It’s all about creating a brand experience, whether through face-to-face interaction or the virtual world. The buzzword these days is “experiential marketing.”

“In our world, it’s anything that brings an experience from the brand to an actual person,” Star Group’s Johnson says. “Not a website. It’s got to bring an emotion or physically connect between a buyer and a brand.” Exhibit Edge, in business since 1992, has a good staff, and Johnson is not looking to downsize for economies of scale. He intends to leverage both companies’ collective strengths to exceed client expectations. “We’re an extension of the client’s marketing department,” he says. Star’s work includes promoting Coca Cola at NCAA games, designing the entrance sign and banners for the Arnold Palmer Invitational in Orlando, F.L., setting up outdoor tents and beverage bar for the Zurich Golf Classic in New Orleans, and building a comic book-themed exhibit for Craftsman Tools at ComicCon in New York. “This acquisition will allow us to leverage the expertise of two highly skilled teams to bring our clients even more outstanding experiences and meet the ever-changing demands of their trade shows and events across venues and markets,” states Bev Gray, president and CEO of Exhibit Edge.

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TRADESHOW HISTORY Part 1

FREEMAN logo on a plane, 1921

PART 1

The Evolution of Trade Shows

26 Jan/Feb/Mar 2024 Exhibit City News

are the shows produced? Where did the companies come from? Who does the actual work?

A Brief History Of Trade Show Companies In The U.S. Prior to World War I, mega-exhibits and tradeshows were principally a part of world’s fairs. Smaller exhibits were found at farm shows, state fairs, museums, hotels,

and in department store windows. Installation labor was provided by the show organizers, the contractors constructing the convention halls, the venues, or sometimes by the companies building the exhibits—cabinet makers, window dressers, decorators, sign makers, flag makers, the retail display builders, or the companies themselves. Hotels held small events in meeting rooms and banquet

halls. Larger arenas at the time, like Madison Square Garden and the Chicago Coliseum, primarily hosted sporting, entertainment, and political events. As the number of associations, tradeshows, and venues, increased, so did the demand for companies and people to produce live events. This trend expanded dramatically during the 20th century, starting with a few early pioneers.

Photos courtesy of Fern

U.S. tradeshows today are a $100 billion dollar industry that attracts over 80 million attendees a year. Tradeshows promote brands, sell products, and generate tax revenues. Tradeshows create millions of jobs and transform empty convention centers into magical marketing extravaganzas. This “invisible industry” is truly amazing! But did you ever stop and wonder, how

Photo courtesy of FREEMAN

BY BOB MCGLINCY

“George E. Fern Decorator” is first listed in the Cincinnati Business Directory in 1901

The committe that engineered Cincinnati's big midsummer electrical show.

Brede, Fern, Shepard, Freeman, and GES

1898

Possibly the first General Service Contractor in the country, Brede started in Massachusetts in 1898. The founder’s son, Bill, opened a rental furniture business in the ‘20s, and is credited with inventing “pipe and drape” on the show floor. Brede purchased Exhibit Aids in the ‘70s, partnered with Allied Convention Services in the ‘80s, and was acquired by The Expo Group in 2020.

1901

Photos courtesy of Fern

Photo courtesy of FREEMAN

George E. Fern (secretary-manager)

“George E. Fern Decorator” is first listed in the Cincinnati Business Directory in 1909, but an earlier decorating company, under his father’s name, dates to 1901. Fern produced the Ohio Valley Exposition in 1910 and is credited with the first use of a standard rental booth (pictured above). In 1919, they provided show-floor electrical services; and in 1927, at the Home Beautiful Exposition, @EXHIBITCITYNEWS

they built an indoor two-story structure, along with other exhibits. During the ‘20s and ‘30s, they produced shows in all regions of the country. In 1962 they were purchased by Budig Trucking, and then sold in 1985—in order to focus strictly on events. Freeman purchased Fern in 2011, then the employees re-acquired the company one year later. C.E.O. Aaron Bludworth led the company from 2008 until June 2023. In July 2023, Fern was acquired by MSouth Equity Partners (the parent company of nth Degree).

1905

Shepard Decorating was started by Virgle Shepard in Atlanta in 1905. Their initial projects

included parade floats, Christmas decorations, and department store window displays. In 1939, Shepard created the Gone with the Wind premiere celebration. During the '60s,

they became the first U.S. contractor to manage conventions in China, and in 1976, they produced the first trade show at the Georgia World Congress Center. Originally a family run

ExhibitCityNews.com Jan/Feb/Mar 2024 27

TRADESHOW HISTORY Part 1

1927

Donald “Buck” Freeman started his career in college, planning fraternity parties and parades. He founded the New Idea Service Company in Iowa City, and then established Freman Decorating in Des Moines in 1927. World War II in the coming decade necessitated changes. In 1950 he opened the Dallas office to provide services for the Texas State Fair. The office soon became the corporate headquarters. The company purchased Sullivan Transfer in the early ’60s, and by 1963 it was doing a million

28 Jan/Feb/Mar 2024 Exhibit City News

dollars in revenue (equivalent to over ten million dollars today). Don Freeman Jr. became President in 1972, expanded the company regionally, and then acquired six East Coast GES offices in 1981. Acquisitions of Fern, Champion, and Immersa Marketing came in 2011, and Sparks in 2023. Over the decades, Freeman has evolved from a local decorating company to a national general contractor to a worldwide live event agency. The company has 30 domestic locations and, according to a Forbes article, employs 39,000 people.

1939

GES’ roots stem from Manncraft —a business that started as a sign and window company in Kansas City in 1939. They began selling exhibits in the Southeast in the ‘50s. Greyhound Corporation purchased them in 1969 and

changed the name to Greyhound Exposition Services. When GES sold off offices in 1981, Freeman focused on the Eastern U.S., and GES produced shows in the west. In 1993, GES purchased United Expo and Andrews Bartlett (including their labor division, ECC) and then expanded back east. GES owns ExhibitGroup/Giltspur, is part of Viad, and is second only to Freeman in terms of revenue and numbers of employees.

Post War Expansion A few exhibit builders originated prior to 1940 (for example, George P Johnson, Ohio Display, Taylor, and Jack Morton) but it was the post-war economic boom that fueled the growth of shows, and the need for larger venues, more builders, and more contractors. After World War II, busi-

nesses retooled from military to commercial production. Consumer spending ignited the economy and propelled a marketing boom. Brands became more prevalent. Tradeshows sprang up in hotels. Show floor labor was typically supplied by the general contractor, supported by local unions. Large, single purpose trade show centers weren’t built until the late 50s: LVCC opened in 1959, and McCormick Place in 1960. These centers spurred the growth of larger in-person events, which led to more centers being built in more cities. The industry took off in the early 'w70s, propelling an economic frenzy for display houses, contractors, and labor companies, across the country. The History of the Evolution of Tradeshow Labor will continue in Exhibit City News’ 2024 quarter 2 print.

Photo by

business, Sherman Wade and Carl Mitchell took the reins in 1982. The company became an ESOP in 2012. Today, Shepard produces shows nationwide with warehouses and offices spread across the country; Carl Mitchell is the Executive Chairman.

Photos courtesy of FREEMAN

Don and Buck Freeman, 1970s

AIRPORT SNAPSHOT

General Edward Lawrence Logan International Airport Airport Code: BOS Location: 1 Harborside Dr, Boston, MA Date Opened: September 8, 1923 as Jeffrey Field Size: 3.725 square miles. BOS has six runways—two of which are 10,000 feet—with four passenger terminals, and 102 gates. Transportation: The airport accommodates cars, taxis, rideshare apps, shared ride vans, ferries, and limousines. Mass transit includes the Massachusetts Bay Transportation Authority (MBTA) Blue and Silver lines, regional bus services, as well as the Logan Express, an in-house airport bus service to the suburbs. On-site facilities: Logan offers online parking reservations for $25 per day. The airport features nurseries, Kidports, pet relief areas, and BOS to GO—online ordering from on-site restaurants like Pei Wei, Alta Strada, Wahlburgers and more. Fun Fact 1: Logan Airport is named after General Edward Lawrence Logan, a 20th-century war hero, who was native to Boston. Fun Fact 2: Boston Logan Airport is the busiest airport in the Northeastern United States outside the New York metropolitan area. The airport saw an historic 42 million passengers in 2019. Website: massport.com/logan-airport ExhibitCityNews.com Jan/Feb/Mar 2024 31

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311 Event Support

How Decisions are Made on the Inside BY LIZ LATHAN

As a 20-year veteran of corporate event management at Fortune 50 companies, at one point responsible for a more than $20 million third-party event sponsorship budget, I can tell you that the inputs required to make business decisions are varied and matrixed. Sometimes, a CMO wants to go to a show and the money magically appears. Sometimes, the sales rep has some discretionary budget and can make the call. But how are decisions really made?

The Small Regional Trade Show How the sale happens: Often, sales and marketing teams are able to support 34 Jan/Feb/Mar 2024 Exhibit City News

current clients by participating in their small trade show programs. These are the sub-$5000 sponsorships with a pop-up booth from the storage unit or the sales rep’s garage. Many times, these events are selected when a customer contacts their sales rep directly and asks for their support. Timelines for these requests are generally 45-60 days pre-event. Expected ROI: The sales rep is usually the person manning the booth. They are often exhibiting for one of two reasons: to make the company’s employees more aware of the offerings or as a token of appreciation to the company. Getting a few meetings with the Vice Presidents of various

companies is generally enough ROI to make this experience worthwhile for the sales rep. Great conversations and account expansion opportunities are ideal.

The Mid-Sized Industry Association Show How the sale happens: If the company is looking to expand into new markets or gain market share in an existing vertical, these events are essential to add into the mix. A marketing manager may do research to find these events, but most of the time they are discovered through outbound sales by the industry association or through word of mouth. Ideally, we’re planning to participate a year

in advance, but sometimes these come in two quarters in advance, and we can still budget for them. Expected ROI: We’re looking for leads here. We call it “new logos,” and that’s what we’re after. This is a demand generation play and we absolutely, positively want to know if we can get a speaking opportunity. Our plan here is to get people interested in the session and drive them to the booth for conversation and demos. If your industry event is a keynote, breakout, and expo formula with no opportunity for engagement, we’re not interested. We want into the parties. We want to take people out to dinner. We want you to drive traffic into

the expo. If your show has put the expo hours up against the speaking sessions, we are wary of your plan as standing in a booth for seven hours a day with a trickle of people coming and going is a less than ideal experience.

The Large-Sized Industry Association Show How the sale happens: These are well-known industry events, and we plan a year out for this. We may have even booked our booth while we were at the show last year. More often than not, this is a cross-company event, so we’re negotiating internally for the budget with other business units. I’m thinking of events like NAB, Mobile World @EXHIBITCITYNEWS

Congress, and HIMSS. Our internal struggle here is managing the “pay to play” budget scenarios across multiple BUs. Perhaps the corporate team can pay for the sponsorship, but the booth build will be dependent upon three different product teams pitching in their talent, and the regional team footing the bill for the dinners and parties. These are slower to plan due to the internal tin-cupping that has to happen. Many different things within the booth need to be agreed upon across multiple people. Expected ROI: From a corporate perspective, we want to see a roll-up of pipeline from this booth experience. Since we’ve tin-cupped the budget, each business unit wants each badge scan qualified so it can be routed appropriately, internally for follow-up and tracking. We want speaking sessions, but since this is across the company, we need a clear understanding of the speaking tracks to see if we can get multiple opportunities. We’re spending a lot of money at this event, and we need major exposure.

The Third Party (Proprietary) Events for Other Companies How the sale happens: When we go to events like Dreamforce or Oracle Open World or VMWorld or SAP Sapphire, we treat these like large-sized industry events. We’re there because you have the right target demographic for us and because we need to be seen as equal to or better than our competitors. We’re either at your event because we have a sales relationship

to you, or because your expo salesperson reached out and showed the value of your attendees. These are often overpriced shows compared to the other ones we participate in, so we are manically focused on our pipeline, but we also know we have to look good here. Expected ROI: While I want to tell you that this one is all about new logos, leads, and ultimately pipeline, this is often also our chance to try and compete visually with our competitors. We want to be your favorite. We want to be your attendees’ favorite. If you can give us special access to things like VIP experiences for our executives, opportunities to be with your attendees in smaller, more intimate environments than the show floor, we will pay you more. We always make room in the budget to do something else at your event, so if you have fun ideas two weeks before the show, don’t be afraid to reach out and let us know what the offer is. When I was at Dell, we organized our trade show program into three tiers. The tiers were: Tier 1 events: The global and corporate-level events where sponsorship and basic booth build came from the corporate budget. The space was generally a 20x20 or larger booth. Our corporate team managed the project and the high-level messaging. We got additional budget buy-in from the business units relevant to the audience. Tier 2 events: The business unit-specific events that got corporate event team support but were budgets in the Bus—like a healthcare show (RSNA, for example), or a Fed

show (Supercomputing). Tier 3 events: Events that were created with an “event in a box” approach, where the sales rep or region paid for the event and the corporate team supplied the assets for use. Here are a few key questions to ask to understand how complex the project will be for your client: » Do you using an internal tiering system for categorizing your events? If so, what tier is this event for you? » Where is the budget coming from for this event? How many internal groups are pitching their expertise into it? » How many internal stakeholders are you beholden to for approvals? » Which group internally is leading the messaging strategy? » Who owns the leads from the show, or are they being split up among the BUs? » Is your full budget going to the exhibit, or do you have additional funding for ancillary events? » What do you need to see from this show to know if you want to participate again next year? If you’re working with a corporate team to sell them exhibit space or to drive a project forward, hopefully this glimpse inside the process will help provide a little clarity. Liz Lathan, CMP, is a former corporate event strategist with 20+ years leading event teams at Fortune 50 companies like Dell and IBM. Today she runs a community for corporate event professionals called Club Ichi (weareichi.com) and through her company The Community Factory, she brings her trademark Spontaneous Think Tanks to corporate events to drive peer-to-peer engagement (thecommunityfactory.com).

ExhibitCityNews.com Jan/Feb/Mar 2024 35

INDUSTRY UPDATE

Women in Exhibitions BY MADDIE OGREN

Women in Exhibitions (WIE) was founded in 2002 to promote education, information, and networking opportunities among women in the event and experiential industry. The group made big moves this year by instating the first Board of Directors. The eight women from within the industry, have taken the foundation built by the original members and continued creating strong programming. The inaugural board is made up of Nayeli Bielva of Happy Project, Adrienne Fitzgerald of CORT Events, Ellen Kaminski of Exhibit Concepts, Maddie Ogren of Access TCA, Julie Richardson of Moss, Courtney Cantor Soice of Hamilton, Lauren Miller of Team Worldwide, and Gayle Wright of International Port Management Enterprise (IPME). There are three facets of the organization that are currently being promoted. The first is the co-mentoring 36 Jan/Feb/Mar 2024Exhibit City News

program. This program is designed to connect those who want to participate in the mutual exchange of skills and knowledge for professional advancement and growth. Women open to new ideas and opinions will be able to connect in the industry through monthly meetings. Here they can share their expertise, provide guidance and feedback, and get to build a meaningful relationship with another woman, or women. The pairs are encouraged to connect however they feel comfortable—through video chats, calls or in-person meetings—for at least six months. After that time, they can choose to continue meeting, or they can pair with someone else for another unique perspective. Second, the current board is promoting and developing a monthly webinar series. These calls are one hour, once a month, with topics ranging

from design trends to mental health and wellness. The call aims to introduce WIE members to others in the industry with specific expertise and provide education on topics directly impacting their lives. On January 9th, WIE Is hosting the first call of 2024, which will feature Sandi Jacobs of Life with Zest. She will talk about taking a positive approach to diet, exercise, and attitude on the road and at home. Last, but not of any less importance, are the live events put on by the organization. Each year, the group hosts breakfast at Exhibitor Live and EDPA ACCESS, where women can spend time together, network, and hear a live speaker or panel. With so many women attending the conferences, they are an ideal location to come together and engage in-person with peers in the industry. In 2024, the Exhibitor Live breakfast will

be taking place on Wednesday, February 28th at 8 am. Tickets for the event will go on sale in the new year, along with more event details. For those who have not yet had a chance to interact with the Women in Exhibitions group, 2024 is a great time to start. With a year under their belts, the board is ready to grow the organization even more, hoping for input from other women in the industry. Committees are being created for live events, marketing, and the co-mentoring program; volunteers are needed to help in each area. If you are interested in joining the group, attending a webinar or event, or being part of a committee, please contact WIE at womeninexhibitions@gmail. com or https://tinyurl.com/ ybjd6mzp. MADDIE OGREN, CTSM, is the Senior Director of Client Services at Access TCA, Inc.

LABOR TRAINING

Bridging the Training Gap in the Exhibition Industry A Call for Strategic Action by Jeff Hannah

n the dynamic landscape of the exhibition industry, a pressing concern has emerged as a top-level priority over the past year: training. The growing knowledge gap between supplier-side personnel and client-side personnel demands urgent attention and strategic intervention. While strides have been made in training programs for client-side professionals, the neglect of employee training and development on the supplier side has become a critical issue that requires immediate redress. On the client side, exhibit managers, event planners, and marketers have actively engaged in robust training programs like the Certified Trade Show Marketer (CTSM) Program, educating and certifying thousands. Corporations have commendably invested in developing their people through these programs, contributing to a skilled and knowledgeable workforce. However, on the supplier side—encompassing exhibit houses, labor companies, AV companies, and rental companies—employee training has been overlooked for far too long. Studies suggest that around 90% of supplier-side companies are small businesses, often known for minimal training efforts. In the past, when new entrants comprised only 5% to 8% of the industry, training was easier to sideline. However, the influx of new talent, coupled with the significant loss of institutional knowledge during the COVID-19 pandemic, has created a crisis in onboarding, training, and assimilation for small businesses. 38 Jan/Feb/Mar 2024 Exhibit City News

The demographic shift in the industry workforce is evident, with many companies now reporting that 40% to 60% of their employees have three years or less experience. The loss of experienced professionals has widened the gap between client brands and suppliers, straining relationships and necessitating a strategic, long-term solution. Addressing this challenge requires a multifaceted approach, acknowledging that training is not just for new entrants but is a continuous necessity for everyone in an industry undergoing constant change. The industry associations play a pivotal role in this transformation. Collaboration among various associations is essential to foster collective educational efforts. While progress is being made independently, there is a growing call for unity, particularly concerning employee training and development. Here’s a proposed approach to tackle the ongoing employee training and development challenge: » One-Day Industry Overview Training Course: Launch a one-day industry overview course, currently being developed for EXHIBITOR FastTrak 2024 in July. Sponsored and facilitated by EXHIBITOR Group, the course, initiated by the Experiential Designers and Producers Association (EDPA), will provide a foundational understanding of the trade show industry. This course will be accessible virtually and in-person to new industry entrants within the first few months of their job, with participants earning a certificate of participation upon passing a quiz.

» Supplier-Side Industry Certification

Program: Develop a formalized certification program for the supplier side, like the CTSM Program. While currently under discussion and evaluation, this program aims to provide specialized training for supplier-side professionals, enhancing their expertise and contributing to industry standardization. » Department of Labor Registered Apprenticeship Programs: Establish a robust educational approach through Department of Labor (DOL) Registered Apprenticeship Programs (RAP). These federally recognized programs oﬀer incentives to both employers and employees, combining on-the-job training with classroom education. The Exhibitions and Events Workforce Development Federation (EE-WDF) is actively creating the industry’s first DOL Registered Apprenticeship Programs in New York, with plans to expand nationwide. For those new to the industry, these programs offer hope and can be transformative for career paths. For industry veterans, the call is to actively contribute to the training ecosystem—sponsor, mentor, and get involved. Giving back ensures the industry’s sustainability and the nurturing of future talent. Together, through strategic training initiatives, the exhibition industry can address its training gaps, fostering a skilled and resilient workforce. Jeff Hannah is Founder & President of Global Exhibitor, where he podcasts, consults, writes, and speaks about engagement strategies, cultures, international business, and face-to-face marketing.

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ExhibitCityNews.com Jan/Feb/Mar 2024 39

TRENDS 2024

1. TALENT-SHORTAGES & NEW HIRES

Navigating What’s Ahead KEY TRENDS SHAPING THE EVENTS INDUSTRY IN 2024 BY CHRIS KAPPES

“May we live in the most interesting of times.” We live in a world of relentless transformation. Some good. Some bad. Some uncertain. The good news? Live events are here to stay and evolving. A recent survey indicates that a staggering 90% of business event delegates felt a negative impact from the absence of live events during COVID-19. However, this crisis ushered in new realities requiring the industry to adapt and reset for the future. What

40 Jan/Feb/Mar 2024 Exhibit City News

are these top industry trends reshaping realities and what do leaders in the industry have to say? After a month of discussions with industry leaders representing a cross-section of the event industry, nine key trends emerged: talent shortages, budget constraints, shorter lead times, event curation, industry legislation, the rise of artificial intelligence, sustainability, private equity interest, and the diversification of event companies.

One of the most widely known facts across the industry is that young people are choosing other careers over trades. Experts reveal that the average age of skilled tradespeople is 56, while the average age of the American office worker is 44. The shortage of young and new skilled labor weighs heavily as one of the most pressing issues facing the industry today. The Wall Street Journal recently suggested that the diminishing focus on shop classes and skilled trades in schools is a key factor. With so much emphasis on preparing for college, there’s less opportunity for high school students to explore manual skills. A Thumbtack survey backs this up, showing that 82% of young people are told that college is the only path to success, with 59% feeling pressure from family and society to attend a fouryear college. Unfortunately, one-third of those surveyed revealed they were never offered shop classes in high school, which often serve as a gateway to skilled trades. Without this exposure, many students don’t even consider trade school as a path to viable career options. The recent “Event Marketer (EM) 2023 Insights Report” of 38 leading agencies confirms that hiring staff in the creative, account services and management, and production are the top three priorities for 2024. Chris Griffin, President & CEO of Crew XP, highlights the challenge:

“300,000 people have left the industry since COVID began and did not return. This left the industry short-handed at a time when shows came roaring back post-COVID. Finding skilled labor and filling key roles, such as estimators and project managers, is extremely difficult. Moreover, we’re dealing with an evolving workforce driven by generational changes, introducing new perspectives on work ethics and expectations from younger generations. Repopulating our workforce is a generational problem.” In his role as the new President of Experiential Designers and Producers Association (EDPA), Griffin emphasizes the importance of industry leaders visiting trade schools, junior colleges, and high schools to educate students about the event industry as a promising career choice. “We’re working hard at EDPA to engage and educate tomorrow’s workforce about our industry.” Sean Combs, CEO of Steelhead, echoes Griffin’s sentiments, emphasizing the need to recruit and train their own talent to overcome the loss of institutional knowledge in the industry. “We lost a lot of industry talent, which keeps me up at night. We’re not going to the free agency market for most of our hiring. Our plan is to recruit and train our own talent.” Brett Haney, CEO of Derse, is encouraged by the new generation of tradeshow talent entering the business. “I view this as a very positive development. Derse today is a much younger company than we were pre-COVID. New associates from outside the industry are bringing us fresh, new perspectives and ideas.” It’s important to note that corporate event teams have also been affected by the pandemic. Liz Nacron, partner and president of Creative & Production at Live Marketing, points out that, “Corporate event departments have been hard hit as many experienced managers retired. However, the new generation of event planners we’re working with bring new skill sets, requirements, with an increased focus on analytics, which is a welcome change.” @EXHIBITCITYNEWS

Talent shortage is not only impacting the domestic event industry, but the international industry as well. Rajnikant Kedia, Founder and Managing Director of Insta Worldwide Group with offices in the USA, Europe, Dubai, and India, “Finding the right talent and training is a real challenge for us across all of our offices.” Takeaway: Experienced legacy event personnel left or retired during COVID. Recruiting, training and building the next generation is accelerating.

2. BUDGET STRESS Economic fluctuations, political decisions, and social injustices continually influence buyer spending and budget allocation. As a result, exhibit footprints are shrinking due to a greater percentage of the budget allocated to tactical activities. Exhibitor Advocate’s “Material Handling & Labor Rate Survey” of 16 U.S. cities, showed a 29% increase in display, labor, and material handling rates since 2017, far outpacing price fluctuations of other business services. EM reported at the EDPA Annual Meeting that corporate 2024 budgets will be flat, or slightly up, and cost increases are reducing show schedules. Mark Crane, owner of Acer Exhibits, acknowledges the challenge: “We’re all doing less with less. Clients are sacrificing exhibit structure, features, aesthetic

New associates from outside the industry are bringing us fresh, new persepctives and ideas.

impact, and experiences to cover services costs. To counteract this, we are offering a lot more ‘flexible’ options such as rent-to-own, installment payments, and phased implementations to help clients get the exhibit they want within their financial constraints.” Liz Lathan, Co-Founder and CMO of The Community Factory, formerly a Dell & IBM event lead, speculates, “Event budget dollars are shifting towards AI to accelerate product development. I’m hearing from our community that this investment is going to be later reallocated back into events once new products are ready for introduction.” Companies are also diversifying their budget across multiple event channels to reach their audiences. Anne Trumpeter, Partner in Strategic Account Development at Live Marketing, said, “Tradeshows, once the primary place to discover products and suppliers, are now part of a broader, multi-channel strategy. Hybrid events such as sales meetings, VIP outings, and product launches receive a larger share of the overall event budget.” Takeaway: Inflationary impact and economic uncertainty are dampening 2024 event budgets. ExhibitCityNews.com Jan/Feb/Mar 2024 41

TRENDS 2024

4. EVENT CURATION

3. SHORTER LEAD TIMES Gone are the days of a six-to-twelve month event planning cycle. Lead times are shrinking as companies make more last-minute decisions regarding whether to exhibit. This short lead time phenomenon is not unique to the event industry; as consumers, we expect immediate responses to our orders and services. However, the complexity of projects in our industry and accelerated timelines cause angst within the design, build, and service ecosystem. Sean Combs, CEO of Steelhead, understands the exhibitors’ mindset behind shorter timelines, “Shorter timelines put the entire event supply chain in a bind. But as a business owner and operator, I understand that ‘just in time’ decision making ensures they can present the most compelling and relevant story when exhibiting.” Jason Popp, President & CEO of Moss, emphasizes the importance of speed, stating that their, “business model is designed around producing faster with consistency.” Adam Beckett, CEO of AGAM, Modular Display System, points out that AGAM’s outsource business model serves as a relief valve when time and capacity are limited. He says, “The event industry supply chain is more robust than ever and able to provide outsourced support when and where it’s needed.” Takeaway: Just in time, mindset is changing event business models. 42 Jan/Feb/Mar 2024 Exhibit City News

Gone are the days when event organizers could view their role as solely organizing events. Denzil Rankine and Marco Giberti, in their seminal book, Reinventing Live: The Always-On Future of Events, say, “Declining event revenues due to smaller exhibit footprints, reduced travel budgets, safety concerns and more, are transforming ‘one and done’ event curation to ‘always on’ pre-during-post event community developers and nurturers.” This shift is echoed by Bob Priest Heck, CEO of Freeman, who emphasizes the importance of realizing that event organizations are not merely selling real estate but are engaging with the currency of time. “It’s not about talking to a captive audience, but husbanding time spent with an audience in a way that engages and captivates. This should be relevant, cadenced dialogue that extends year-round.” Rankine and Giberti emphasize the changing landscape. “New generations of business buyers want consumer-like experiences in everything they do. They expect instant results on their devices and challenge how their time is spent. Corporate event marketers expect performance, measurability and return on investment from their event investments as they assess the range of channels and choices available to reach their customers.” Takeaway: Event producers become experience curators, engaging audiences year-round using omnichannel marketing.

5. INDUSTRY LEGISLATION The $27.5 billion tradeshow and conference planning business is increasingly becoming recognized and understood by government leaders. The dire impact of COVID led industry leaders to Capitol Hill in Washington DC to lobby for aid, resulting in new legislation. “Lobbying efforts, supported by many event organizations like EDPA, are now being recognized by government leaders,” shares Griffin. “Before COVID, the size, scale and impact of the event industry on GDP wasn’t. That’s changing.” The Job’s Act allows the use of Pell Grant money for trade skills and training. Efforts are underway to address visa delays, which have been a hindrance for exhibitors coming from outside the United States. There are also concerns about the Music Licensing fee for tradeshow use and the Pandemic Risk Insurance Program, aimed at providing compensation for business interruption losses resulting from future pandemics or public health emergencies. Takeaway: Lobbying has resulted in government leader recognition and new industry investment and oversite.

riences, identifying potential leads and customers, monitoring health and safety, optimizing logistics, predicting demand, elevating inventory, registration, networking, and lead generation. Takeaway: AI is transforming the analog business of events into a technology-fueled future.

7. SUSTAINABILITY

6. ARTIFICIAL INTELLIGENCE To sum up the event industry's view on artificial intelligence (AI): it is both exciting and terrifying. We’re certainly in the infancy stage of AI potential and adoption, but this is accelerating through increased connectivity and instant communication. AI-powered chatbots are widely used by event marketers to promote and personalize messages, provide customer service, answer queries, and provide information to attendees. “The interesting thing about AI is that as it proliferates, authenticity increases in value. Where do you get authenticity? The live event industry,” shares Scott Kellner, George P. Johnson, SVP, Sales & Marketing. David Sudjian, CEO, Sparks, shared in the recent issue of Corporate Event News that emerging technologies is his most pressing concern for 2024. “As we integrate these pioneering technologies, we envision a corporate events landscape transformed by technology but still deeply rooted in the principles of human connection and genuine, authentic experiences. Our commitment to this evolution is two-fold: to seamlessly blend these tools into our daily operations, increasing efficiency and foresight, and to integrate them into our client solutions, unlocking our potential to create richer, more immersive experiences.” Industry leaders interviewed also suggest that AI has the potential to assist in analyzing data to identify trends, personalizing data to tailor guest expe@EXHIBITCITYNEWS

Sustainability is becoming a significant focus with convention centers and system companies leading the charge. “There’s demand from not just from our customers, but the end-user for durable, reusable, and sustainable exhibit systems,” shares Jillian Fafard, Director of Marketing, Aluvision. “More than just a call for environmental friendliness, this trend has risen from continued issues with supply chains and increases in shipping and labor costs.” Brett Haney of Derse thinks the industry is at a tipping-point regarding sustainability consciousness. “Sustainability is not a fad. Clients are more concerned than ever and want to be informed about our sustainability practice. This is spilling over into new client RFP’s and is becoming a strong evaluation point.” In response to industry-wide sustainability concerns, a cross-industry task force comprised of 14 leading tradeshow industry businesses and associations released a blueprint in 2022 for the industry to transition towards a more

sustainable, low-carbon economy. Titled, Finding the Future Together: Towards a More Sustainable B2B Trade Show Industry in the U.S. and Canada, the blueprint highlights areas of reduction: carbon emissions including participant and logistics transportation, venue energy sources, waste management, food and depot waste, and booth materials. The blueprint covers 30 “quick wins” and longer-term actions to be accomplished in the next two to five years. Takeaway: The sustainability push is happening and is changing how we think about and produce events.

8. PRIVATE EQUITY INTEREST We’re witnessing a growing trend of private equity firms expressing interest in acquiring event agencies. The influx of private equity into the events sector can be attributed to several factors, including the industry’s resilience, potential for growth, and the increasing recognition of events as a strategic marketing tool. “The consumer and business event market are in the midst of a substantial resurgence,” explains MSouth Equity Partner Barry Boniface. MSouth Equity Partners recently completed an acquisition announcement for Fern which will join Nth Degree in its portfolio. “Spending in this segment is projected to outpace overall advertising and marketing investments as brands shift budgets to activities that engage buyers, create emoExhibitCityNews.com Jan/Feb/Mar 2024 43

TRENDS 2024

Diversification is not a choice; it's a necessity for staying relevant and resilient. tional connections and increase sales. We believe that is a significant opportunity.” Debbie Parrott, President and Owner of Highmark TechSystems USA adds, “Private equity firms are attracted to business events for their unique combination of creativity, strategic planning, and execution capabilities. The post-pandemic landscape has highlighted the adaptability of event agencies, leading private equity investors to see the industry as an asset class. The trend is not only seen in established agencies but also in startups and niche players offering specialized event services.” The infusion of private equity capital into event agencies is reshaping the industry’s competitive landscape. Larger financial backing enables agencies to invest in cutting-edge technologies, expand their service offerings, and explore new markets. This trend is indicative of a broader shift in how the events industry is perceived by the investment community—from a service-oriented business to a strategic partner in brand building and customer engagement. While private equity interest brings financial backing, it also introduces challenges. Some industry insider’s express concerns about potential conflicts between profit-driven strategies and the creative, client-centric ethos of event agencies. Striking the right balance be44 Jan/Feb/Mar 2024 Exhibit City News

tween financial performance and maintaining the essence of the events industry will be crucial for agencies navigating this trend. Takeaway: Private equity is reshaping the future of event agencies and the industry.

wide agencies. Bottomline, we’ve figured out how to bring together the superpowers of each agency to our clients.” Diversification also was instrumental to GPJ during the pandemic. “We leaned into our diversified agencies big time during COVID,” shared Meyer. “That played out very well for us whereas some of our competitors retrenched and are still playing catch-up.” As clients seek more than traditional event planning, companies that embrace diversification are better positioned to thrive in an era where the definition of events continues to evolve. Takeaway: Diversification is not a choice; it’s a necessity for staying relevant and resilient.

9. EVENT COMPANY DIVERSIFICATION Event companies are diversifying. This trend aligns with the changing expectations of clients who seek integrated solutions that seamlessly blend physical and digital solutions that contribute to the clients’ overall marketing and brand-building objectives. Diversification has been the growth engine for industry leader George P. Johnson Company. Robert Vallee Jr., grandson of George P. Johnson (GPJ) and Chairman and CEO of Project Worldwide, launched a visionary industry model in 2010 where independent, yet complimentary agencies spanning entertainment, digital, gaming, creative, media and retail, operate as accelerators to each another. Today, 14 multi-disciplinary agencies, owned and led by employees, comprise Project Worldwide, and support each other through collaboration, empowerment, community, and support. “Our sister agencies help us connect all the dots,” shares Chris Meyer, GPJ CEO. “About seventy-five percent of our projects include one or more Project World-

WHAT BUSINESS ARE WE IN? We’re in a transformative period, influenced by digital integration, evolving workforce dynamics, and changing budget priorities. Staying ahead of these trends, embracing new technologies, and fostering genuine communities are crucial to thriving in this shifting landscape. The future of the tradeshow industry is one of flexibility, adaptability, and enduring value. Enjoy the ride. Note: Research for this article was derived from dozens of industry leader interviews and written statements published in the book “Reinventing Live: The Always-On Future of Events” by Denzil Rankine & Marco Gibert and other industry publications.

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ADVERTORIAL

For almost 20 years, Lancaster Management Services, has been providing quality, dependable services to the convention, events, and corporate industries. Our company was founded on the slogan “providing large market I&D services in small market centers.” Our President, Patrick Lancaster, who has been in the industry for over 25 years, founded the company based on this slogan and the belief that every market, job and client is important. Patrick credits our promise and approach of “never put margins before service” to a national expansion of over 30 markets. Since 2004, our company has grown and expanded our services and capabilities, but we have never lost the spirit that mapped our journey. We strive to be different! We like to think outside the box, and we always keep customer service for our clients the top priority! Patrick Lancaster, President, Lancaster Management Services

2024 is Lancaster Management Services’ 20-year anniversary. We work diligently every day to answer the needs we hear from our clients to have competitive wages, elevated customer service and to be a true partner with them. We see the increase cost of everything, and we know that we can work with our clients with every job to help meet their budgets. Our goal in the next 20 years is to stay true to our “Lancaster Way” by treating each client and every job market as important and continue to meet the needs of our clients.”

– Cara Roach, Chief Operating Oﬃcer, Lancaster Management Services

46 Jan/Feb/Mar 2024Exhibit City News

Lancaster Management Services Celebrating 20 years of Service Excellence Come celebrate with us at our ExhibitorLive Booth #413

EXHIBITORLIVE 2024

The Ticket to Tradeshow and Event Marketing Success BY DANELLE DODDS

t can be a challenge to find your rhythm in the world of exhibits and live events. For those under the weight of planning insecurity, navigating the significant responsibility you carry can feel like a knee-knocking solo audition. Without a backup band at your side, who can you turn to when you need a little harmony? For over 30 years, EXHIBITORLIVE has been the backstage pass to success for tradeshow and event marketing professionals. The conference is considered the most comprehensive educational event in the industry. It provides the best practices, peer-to-peer networking, workshops, and stellar educational tracks that keep a 1.6 trillion-dollar industry humming. This year’s event is one of the hottest yet, with a new crop of workshops and speakers taking center stage in a brandnew city. We look at some of the most eagerly anticipated moments of this year’s event.

Making Moves to Music City After 30 years of events in Las Vegas, EXHIBITORLIVE moved to Louisville in 2023. Not content to rest on its laurels, the conference brought this year’s event, 2024, to Nashville at the Gaylord Opryland Resort & Convention Center. Nashville has been steadily climbing as a target, second-tier city for conventions. In a recent study by Cvent, Nashville placed second in North America’s Top 50 Meeting Destinations, beating out Las Vegas, Chicago, and Atlanta. With its small-town Southern charm that politely mixes with expanded offerings for meet48 Jan/Feb/Mar 2024 Exhibit City News

ing planners, Nashville sets the tone for a convention dedicated to advancing the tradeshow and event industry.

Experiential Exhibit Hall How can you have an event focused on the exhibit and tradeshow industry without having an over-the-top exhibit hall? The examples of design that attendees will see on the show floor are unlike anything they may have seen before. It is an opportunity for planners to interface with every key provider in the tradeshow industry. Attendees can meet with nearly 200 exhibiting companies as they showcase the latest in customer engagement, technology, event innovation, and exceptional, experiential exhibits. RFPs are encouraged on the show floor for meaningful, real-time discussions.

Purposeful Partying EXHIBITORLIVE’s line-up is full of engaging events that put the ‘fun’ in function. Each event encourages networking with a fellowship flow. » EXHIBITORLIVE continues to bolster the spirit of the industry by celebrating those attending the conference for the first time. Newcomers flock to the First-Timer’s Reception, where the edge of networking is softened with peer-to-peer engagement. » Kick oﬀ the conference with the Welcome Reception, where you’ll reconnect with colleagues, make new friends, and prepare for an exciting conference. » The Peer-to-Peer Lunch allows face-to-face engagement for All-Access badge holders. Here, attendees and their peers can discuss their challenges in a judgment-free zone.

» The crescendo of the conference is the Awards Ceremony and Closing Party. This event celebrates the best of the best. EXHIBITOR magazine will anoint the Best of Show winners, recognize the most recent CTSM graduates, and the 2024 Find-It Top 40 recipients, followed by a night of music from local Nashville talent.

Illuminating Half-Day Workshops The educational tracks of EXHIBITORLIVE are the driving percussion behind the conference. The 2024 lineup is as strong as ever, with 11 rewarding half-day workshops. A few notable topics include: » Victor Torregroza’s workshop on Stretching Your Event Dollars to Do More with Less and Make a Purposeful Impact focuses on the baseline of all planner’s foundations: the budget. Torregroza is an events and experiences program manager with Intel Corporation. His “we eat with our eyes” mantra recognizes the significance of creating impactful events. Torregroza will tackle the

EXHIBITORLIVE 2024 promises a symphony of success in Music City. Will Dazzle Your Guests is a must-do field trip. This excursion will take guests on a four-venue site inspection showcasing some of the best event options in Music City. » Speaking of Nashville, attendees can experience two significant music-themed museums during the Making Music: Lessons from Two Museum Experiences tour hosted by Jim Gilmore, cofounder of Strategic Horizons LLP.

CTSM Sessions challenges of delivering more impact with less budget during this half-day workshop. » Sustainability remains one of the hottest subjects and trends in 2024. Given the events industry’s history of post-event waste and significant carbon footprint, it makes perfect sense that Sustainable Exhibitions and Events is a workshop subject. Glenn Hansen, CEO and founder of Reduce2 LLC, gives guidance on how to be a more sustainable exhibitor while reducing your exhibit’s carbon footprint. » Did you know that an event’s impact is in the numbers? The Power of Seven – A Formula to Increase Event Impact takes attendees through the seven touch points that help the event’s marketing messaging land. Pioneered by Dianne Devitt, chief experience officer of Dianne Devitt LLC, guides guests through a step-by-step process to create memory-making moments. » Booth traffic paves the road to exhibit success. Ten Strategies to Generate More Top-Quality Booth Traffic by Robyn Davis, CPTD, CEM, tradeshow specialist for Exhibitors WINH LLC, @EXHIBITCITYNEWS

will educate attendees on strategies to attract the attendees you want in your booth.

Field Trips One of a planner’s most valuable experiences is seeing something in person. Carrying on the tradition of field trips, EXHIBITORLIVE features three informative offsite adventures that will open attendees’ eyes. » Site inspections are a powerful tool for executing a successful oﬀsite event. Online dossiers only provide so much information. You must conduct a site inspection to ensure an oﬀsite venue suits your audience. Join the Be There LIVE – Site Inspection Workshop and learn firsthand about preparing for and conducting a site evaluation. Get the basics on pre-site prep and identify critical questions to ask (and key areas to visit) on the site. This workshop also promises some illuminating info that vendors know, and you don’t. » For those planning events in Nashville, Unique Venues – Four Exciting Nashville Venues That

One of the proudest feathers in the cap of EXHIBITORLIVE must be the Certified Trade Show Marketer (CSTM) program. As the industry’s only university-affiliated professional certification opportunity, the CTSM program has given the event-planning upper hand to more than 3,000 tradeshow and corporate event marketing professionals worldwide. Now recognized as corporate America’s leading event training and education source, the CTSM program produces industry professionals who average salaries 18% higher than their non-certified peers. During EXHIBITORLIVE, candidates can earn credits toward their certification during CTSM-required sessions. With a jam-packed, four-day schedule, EXHIBITORLIVE 2024 promises a symphony of success in Music City. It is the must-attend event for those professionals looking to make beautiful music in the tradeshow and event industry. ExhibitCityNews.com Jan/Feb/Mar 2024 49

TECHNOLOGY Lighting

1 JULY 2015 Exhibit City News

Exhibit City News

Submissions for

40 OVER 40 due no later than Dec. 31st.

Exhibit City News magazine is celebrating its’ 30th year in 2024, and is proud to honor the top 40 Over 40 in the industry across five different categories. To be highlighted in the 2nd Quarter April/May/Jun issue of Exhibit City News Nominate exceptional men and women of the tradeshow and event industry who work as: General Contractors Exhibit Managers/Tradeshow Coordinators/Exhibit Designers/Producers/Builders Tradeshow and Event/Experiential Producers/Vendors (in Trucking, Graphics, Floors, Lighting, etc.)

The 40 Over 40 will honor the top eight submissions in each of those categories. And be recognized for their dedication to their company, customer, facility and co-workers - for going above and beyond with their hard work, loyalty and dedication.

Submit a Candidate to: EditorialStaff@exhibitcitynews.com

@EXHIBITCITYNEWS

ExhibitCityNews.com Jan/Feb/Mar 2024 51

CORPORATE PROFILE

Fritz Williams

BY MARLENA SULLIVAN

“Possibility” is a lofty goal defined by words rather than actions. For FormDecor, possibility is one of its key attributes, as important to its identity as their commitment to excellence. Possibility is imagining furniture that is not only new but revisits the past and allows it to shine. Fritz Williams fell in love with mid-century furniture when he moved from a small town in Indiana to LA. Inside his small downtown loft, Williams curated an eclectic collection of furniture. Outside he began to love the people who dreamt big, and the streets paved with stars. This mix of passion and creativity marked the beginning of FormDecor. When Williams allowed his loft to be used for a TV commercial shoot in 1998, he was not anticipating the changes that 52 Jan/Feb/Mar 2024 Exhibit City News

were about to transform his life. The Art Director asked to use his furniture for the shoot as well. He said yes and gave out business cards to the film crew. One phone call later, a second request to rent his furniture began a twenty-four year adventure into furniture rental. Since that commercial shoot, FormDecor has established itself as a powerhouse within the industry. From a team of one in a small loft in downtown LA to a 104,000 sq. ft. warehouse in Huntington Beach, California, with team of forty-five. They are a minority-owned business, as designated by the National LGBT Chamber of Commerce (NGLCC). After almost a quarter of a century, FormDecor has come a long way from the days when Williams would call up his brother to

A Chance at the Future Furniture often plays an invisible but important part in all of our lives. When we walk into a space, whether that is a tradeshow event or a wedding, we notice the furniture whether consciously or subconsciously. Each piece tells a story. FormDecor specializes in the story. Their dedication to craftsmanship and constant innovation means that FormDecor is consistently asking questions. “What’s next?” “What’s the next Pantone Color of the Year?” “What are the new trends in fashion? In furniture?” From Milan to Shanghai, FormDecor constantly asks what is possible and what can be done to create and obtain better furniture for their clients to rent.

The Hopes of the Past FormDecor knows that not all stories are based in the future; some are inspired by the past.

Kids Choice photo by Line 8 Photography

FORMDECOR AND THE ART OF A CONTROLLED NARRATIVE

Photo courtesy of FormDecor

From Hollywood to Tradeshows

help him transport furniture across the country in rented U-Haul. Now, FormDecor is known across tradeshows, events, and the film and television industry for the diversity of furniture styles they consistently provide.

Kids Choice Awards 2023

Kids Choice photo by Line 8 Photography

Photo courtesy of FormDecor

Glass Onion 2022

A phone company wants to show their phone in two decades—perhaps the ‘80s and now? FormDecor has the vintage pieces. What if a company wants to create a Victorian-inspired aesthetic for their show or party? FormDecor can provide the vintage mirrors and chairs. Sticking close to their mid-century modern roots, FormDecor finds a possibility in providing antique and vintage furniture to clients. Sourcing pieces from all over the world to create an elaborate inventory of furniture and accessories, FormDecor is adaptable and consistent. This is what has made FormDecor one of the preferred vendors of the Acade@EXHIBITCITYNEWS

my Museum of Motion Pictures. Their ability to provide furniture styles across decades and assist companies in creating the story they want to tell, whether that is through antiques or modern furniture, is a shining example of what it means to consistently progress.

Constantly Striving for the Exciting When Porsche designers travel from Germany to check the quality of their furniture, for a new car launch, they know FormDecor will deliver. When the Superbowl needs to rent furniture for their tailgating parties, they know that they can count on FormDecor’s quality. FormDecor is known for their work in

the auto show industry and across other tradeshows such as the Game Developers Conference, Comicon, CES, and SEMA. FormDecor has worked with wedding planners to provide furniture for many beautiful weddings. They provide furniture for afterparties for award shows like the Grammys, Oscars, and Golden Globes. They have worked with Chapman University to create gala events that had the employees and guests raving. “Our event last night was a stunning success,” said one representative. “Our guests were snapping pics and taking selfies with the Bertoia chairs. They loved it!” What truly sets FormDecor apart is the fact that not only do they provide furniture for tradeshows and special events, but they have also provided furniture for television. You may have seen FormDecor pieces in American Horror Story—quick or you’ll miss it—unique one-of a kind pieces that helped shape the scene. Or perhaps you’ve watched early seasons of RuPaul’s Drag Race and wondered who provided furniture for the lounge? From Housewife reunions to Bosch, across Netflix, Hulu, and Paramount—FormDecor has helped dress the sets of a variety of Hollywood TV shows and movies. FormDecor continues to cycle in the new and giving the old will a new life. By donating their used furniture to local charities like the Habitat for Humanity, the Beacon House Thrift Shop, and the Boys and Girls Club, FormDecor ensures that their furniture can be loved far into the future. FormDecor has always reached for possibility, through the stories they have told in their designs and inventory. Their owner and founder, Williams says, “Never settle with what is.” FormDecor constantly wonders what could be, and stays open to the world of possibility— both today and tomorrow You can find FormDecor online at formdecor.com, @FormDecor on Facebook and Instagram, and @FormDecor Inc. on LinkedIn ExhibitCityNews.com Jan/Feb/Mar 2024 53

LABOR SHORTAGE SOLUTIONS

Hire Veterans! by Sam Ogren

organ McClurg wanted more than her little hometown on the Kentucky-Ohio border. She had bigger dreams and wanted bigger opportunities. The United States Air Force was her path to achieving what she wanted— her path to achieving “more.” Kentucky quickly became Texas, Utah, then Las Vegas. A small school with few computers became massive hangars, the world’s most technologically advanced stealth fighter jet, and a technical education unavailable back home. She met people from around the world, diverse in culture, talent, and experience. “The Air Force helped me take charge of what I wanted,” she said. Morgan got her “more” from her military service: unique experiences and lessons, invaluable skills and education, direction, and confidence. She received a purpose to guide her to a future in the civilian world, the civilian world of the exhibit industry. Moving from Military to Corporate America Morgan’s “origin story” is similar to others in today’s military. The days of compulsory service are (hopefully) long behind us. While the US all-volunteer forces are the world’s strongest, the military has lost much of the attraction that once pulled people to serve. For many modern recruits, the military service has become more transactional, beneficial, and career focused. The Army recruiting website promotes the educational and financial benefits of “joining up,” along with the post-service benefits for those who leave after their initial commitment. The perks of enlistment are a significant selling point for recruiters, but the path to utilizing them post-discharge is not always so straightforward. Not every veteran completing active duty has the clarity and purpose Morgan

54 Jan/Feb/Mar 2024 Exhibit City News

had. Many careers dovetail with the skills and professions taught in the service. Some can quickly transition to a related field. But for many, the path to a civilian career isn’t so clear. How an HR generalist or a job posting describes a position doesn’t necessarily align with the qualifications and skills that 4 plus years of service helped develop. The Task for HR Professionals HR professionals must understand that titles given to service members don’t reflect the scope of the skills learned. “Explosive Ordinance Disposal” doesn’t appear in an Indeed.com job posting. “Detail-oriented with complex systems while under pressure” sounds like something that may. Communicating the duties and expectations of a position can mend the disconnect between job listings, qualifications, and positive qualities of the applicants. Once removed, the floodgates will open for qualified applicants. Our Industry Values Resilience The exhibit business is demanding: the clients, the travel, the last-minute requests, and the late-night fixes. Different cities, time zones, sub-par buffet breakfasts at uninspired hotels—it’s 90% hurry up and wait, with the last 10% taking 110% effort. It takes resilience. It’s hard to know where to find people who can handle and thrive in these conditions. Attracting military applicants opens a pipeline drawing from the diverse, educated, and skilled applicants with a unique, unifying work ethic. These folks can adapt, overcome, accept, analyze, and use decision-making processes forged with lives on the line. Some nights, these people chose to have dirt for a bed; you can offer them memory foam and travel perks for much lower stakes than national defense. By engaging with and committing to military applicants, we engage with an untapped talent source for future employees.

Onboarding Is Not Optional Onboarding is Morgan critical. Accelerating McClurg the integration of new in uniform employees into the existing workforce is the lead concern of businesses responding to restaffing or expansion. When hiring veterans, onboarding benefits your team by providing structure and cultural integration into a civilian corporate role. It provides clear pathways of support, trust, friendship, and familiarity with new roles, tasks, and expectations. The Military Builds Skills Morgan chose our industry. The job called for someone who was detail-oriented, motivated to succeed and grow, with experience in training, and potential for leadership. She needed an environment and culture that supported young families, allowed big life changes, and encouraged personal and professional growth. The soft skills learned during her military career rose to the top of her employee profile. What she learned in the USAF will prove invaluable for years to come. Supporting veterans is important to our country and to our industry. Images of homeless veterans, of long lines for inadequate care, of flag-covered coffins lowered into the ground without a witness—these are the legacy of a system that has promised and promised without following through. It is up to us to support the people who wore the uniforms. We can provide new careers and supportive cultures. Furthermore, we can help repay the debt owed to those who chose to serve their country. In return, we can welcome a group of highly skilled workers to our industry. It’s a win-win. You can find job fairs for veterans in your area by Googling “veterans job fairs.” Sam Ogren is a marketing specialist at Access TCA and a member of the EDPA Future Leaders.

The sparkling city of Las Vegas, celebrated globally for excitement and spectacle, is also where business gets done. That’s why CES, the most powerful tech event in the world, makes Vegas our home. You open your doors so that, together, we can spotlight the latest technologies that make life happier and safer, more accessible, and sustainable. Thank you for being ALL ON with us, and we can’t wait to return for CES 2025.

SAVE THE DATE

CES® 2025 | JAN 7-10 | LAS VEGAS, NV

ADVERTORIAL

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Aluvision

Not Just for Function. It’s Art. By Aluvision

hen you think “contemporary art,” names like David Hockney, Andy Warhol, and Banksey come to mind. In the events and exhibit world, it should stir up another name— Aluvision. Aluvision’s patented aluminum frame system offers unlimited solutions for creating standout, immersive brand environments at any event, show, or festival. We focus on the details, and the artistry of modular exhibit systems in everything we ideate, engineer, and manufacture. But why? Aluvision’s mission is to ensure creativity is never stifled. For our customers, this means creating the (nearly) impossible for exhibits. And for their customers, it’s about allowing the wildest event ideas to become reality. We design our modular systems from the perspective of both artistry 56 Jan/Feb/Mar 2024 Exhibit City News

and engineering ingenuity. It’s more than making structures that can be interchanged for multiple uses to realize event designs. Aluvision makes immersive, flexible art. At 20 years old, we’re wellversed in our craft. But artistry is in our blood. It makes up our DNA and the base of who we are, even before Aluvision was born. Did you know that Aluvision co-founder Dirk Deleu’s father, Guido Deleu, is a renowned artist and sculptor of the famous “The Visitor” statue? Created for the main entrance of a cultural center in Flanders, Belgium, “The Visitor” embodies a kind and friendly figure, hands in pocket, humbly enjoying a view of artwork. It’s this stance for appreciating art, and the works of others, that builds the backbone of Aluvision as a company. Dirk, along with Ann Vancoillie, molded their path to modular exhibit systems from shared values of passion, artistry, and endless possibilities. It’s no surprise, then, that Aluvision’s vision is to inspire and connect partners on their creative journey to design and build complete event environments. With a constant focus on durability, precision,

Hi-LED 55+ Diamond

flexibility, and modularity, our future-forward mindset propels Aluvision R&D initiatives to continuously solve our customers’ current design challenges and create solutions for tomorrow’s needs. And like contemporary art, our work is ever evolving. Over the years, we’ve reimagined how event designers can build out immersive brand environments. With anodized aluminum profiles at 20-foot lengths, walls of any span can be created with confidence in their strength and sturdiness. Bold statements and striking shapes are easily configured with rectangular corners, and for softer edges we have several curved corner options. Like a work of art, these designs can be painted using substrates like plexiglass, Aluvibond or Dibond®, and other infills, SEG fabrics, and LED video tiles. Lightboxes with fully edge-lit graphics are a guarantee with our tapered frames, ensuring our customers can provide their clients with captivating, vibrant visual displays. In short: Aluvision’s frame system is the canvas on which event designers craft their masterpiece. With the call for engaging event experiences pushing

video technology to new heights, Aluvision has sculpted an entire line of patented indoor and outdoor LED tiles for floors, walls, and tunnels. Convex and concave configurations can be created to build out intricate footpaths and unique visual displays. Three-dimensional structures with truly seamless, edge-toedge screen capabilities are vivid reality with Aluvision. Versatility is our greatest aim. Art is subjective and ours is meant to be used in infinite ways to realize any design possibility. But it’s not just our focus on the main framework that makes Aluvision a standout event partner. Like a master painter, we have an eye for detail and finishing touches. Powder coated frames in any color can help bring a brand’s personality to the forefront. Our cover profiles allow greater widths for structures without added interior frames, and seamless edges are achieved with our specialized corner pieces. With our LED lit Ledline cover profiles, eyecatching accents and bold outlines elevate any design. And, our specialized wooden shutters and louvres allow warmth to be added to an enclosure or to softly divide any space. Our technical designers and innovation teams have curated solutions for every design, and continually collaborate with our partners to push beyond the original intentions of our frames into new realms of possibility. At Aluvision, we welcome you to craft your next event masterpiece with our modular, sustainable, and elegantly artistic systems.

We Specialize In: • Traditional Forms • Promotional Products • Tags & Labels • Large Format Printing • Commercial Printing • Specialty/Unique Items • Stationery • Logoed Apparel

@EXHIBITCITYNEWS

Services We Offer: • Graphic Design • Mailing Solutions • Ez-Net Online Ordering • Warehousing/ Product Management • Kitting Fulfillment Services

• EZ-Net: Online Ordering & Proofing • Collateral Management & Distribution: Move projects & Packages... with your mouse.

• Direct Mail Solutions: Ongoing effort or one time campaign

ExhibitCityNews.com Jan/Feb/Mar 2024 57

CORPORATE PROFILE

Lighting the Way for Tradeshow Tech Show and Design Groups Vision for the Future by Kerstan Szczepanski

hings have been going well for Las Vegas’ Show and Design Group (SDG)—well enough that the company recently moved into a new facility on West Windmill Lane. Despite the move, SDG still hosted their popular MA Lounge lighting event. Exhibit City News spoke to Director of Business Development Miles Dudgeon about the move, the lounge, and what’s new in lighting in the industry. While known for lighting, SDG also works in audio, video, and trucking. Dudgeon said, “At SDG we like to talk about how we help make events easier. We happen to be lighting experts, but our success comes from a willingness to help with any part of your event. We know the venues and suppliers in town and can make some great recommendations.” Moving to a new facility will help SDG service event creators even more. The space is more than double the size of their previous facility, and easier accessed. SDG moved in October. Dudgeon says of the move, “It’s a big jump from 10,000 square feet of warehouse to 25,000. The most impactful change has to be the loading docks; we now have seven docks, at the old shop we had to use a forklift for almost all loading at street level. The speed and reduced effort to load and unload makes us so much more efficient. The new location is a little bit further out, but the travel time 58 Jan/Feb/Mar 2024 Exhibit City News

to partner warehouses and marshaling yards is nominal.” The Windmill Lane facility is more than a warehouse, it’s a headquarters and a party spot, where the MA Lounge is located. Acting as an open seminar and exhibit, SDG’s MA Lounge gives industry insiders an opportunity to see the latest in lighting control. The latest MA Lounge was on December 6th, 2023. “We had version 1.7 of our lounge,” says Dudgeon. “It’s a bit of an industry joke to give our events version numbers, referring to the software versions the lighting controllers use. For less than a year into doing this event we couldn’t be happier with the good will it generates and connections we’ve made.” The connections can be easily made too, as the event is social as well. “MA Lounge is free and open to anyone who wants to attend,” Dudgeon said. “We have a happy hour to start, a presentation for 30-45 minutes, then serve food and allow people to learn and try out new skills on the lighting controllers. The ‘MA’ refers to MA Lighting who makes our favorite lighting control systems. MA Lighting is distributed in the U.S. by ACT Entertainment. ACT has been an amazing partner; helping find speakers, generously supporting the event through marketing, and sharing costs.” The MA Lounge is a professionally educational opportunity in lighting. Dudgeon said, “grandMA controllers are used

at the highest profile live events around the world, and in extremely high demand. For a lot of the lighting community, they can only get hands on with one on a job site. The relaxed lounge setting, with experts around to make suggestions and solve problems is really something they can’t get anywhere else.” The education and information exchange gives Dudgeon and SDG great pride. “At our latest lounge we had JJ Contini give a great talk about dealing with live festivals and multiple guest lighting operators, then Daniel Kannenberg, the product manager from MA Lighting in Germany, gave everyone a preview of the new software he is working on,” says Dudgeon. “Eric Abad from ACT also brought some new lights from Aryton, another brand they distribute, so people could get a much closer look. Of course, we also got to show off our new shop.” The grandMA controllers aren’t all to watch for in tradeshow lighting. When asked, Dudgeon mentions, “There has been continued work on using video game tech to visualize lighting designs that is on the cusp of wider adoption. We’ve been using specialized programs for a while now, but the new options are going to bring even more accessibility to immersive pre-viz.” Development in materials is also making a difference. Says Dudgeon, “Some of the equipment manufactures are adopt-

the bigger the diﬀerence between the brights and the darks, the more exciting the show... ing new metal alloys, allowing more intense sources to be used in smaller form factors that are easier to rig. I don’t think we will be using less lights, but we’ll have a broader visual dynamic range in a very similar form factor to equipment we use today. Just like a good TV, the bigger difference between the brights and darks, the more exciting the show can feel.” Finally, the global push for clean energy has created an added benefit for the events industry. Dudgeon says, “We are seeing realistic portable battery power available for events. Essentially a silent and clean generator that we can use inside. It’s possible to recharge them through solar or other renewables giving your event an instant improvement on its environmental impact.” Technology is just getting more exciting, and the tradeshow industry is getting more electrifying because of it. Las Vegas’ Show and Design Group isn’t just helping exhibitors tap into that future for great events but is generously showing people in the industry how it’s done.

There is No Second Chance When It Comes to Events ● I & D Solutions ● General Contracting ● A/V Production

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Deckel & Moneypenny Exhibits • Engagements • Experiences

Better is different. D&M is one of the most consistently awarded exhibit companies in the industry. We know how to channel our differences to help you stand out from the crowd and deliver your message in a way that is unique and memorable.

@EXHIBITCITYNEWS

ExhibitCityNews.com Jan/Feb/Mar 2024 59

It’s the people that make the place. When was the last time you received exceptional service? It probably stands out, because it is rare. That’s what makes it memorable. Our goal is simple, to be the best convention destination in the world. To do that, you need exceptional people delivering exceptional service in every facet of the organization. We invite you to see for yourself. HuntingtonPlaceDetroit.com

Meet you in Detroit™

Kyle Palm Senior Network Specialist

60 Jan/Feb/Mar 2024 Exhibit City News

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

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702.914.0185

CORPORATE PROFILE

NewGen Partnership Takes New Step at SuiteWorld Oracle NetSuite Honors as Breakthrough Solution Provider of the Year by Kerstan Szczepanski

racle NetSuite honors NewGen Business Solutions as the 2023 Breakthrough Solution Provider Partner of the Year at the Suiteworld Partner Summit held in Las Vegas. The award highlights NewGen’s performance, excellence, and innovative approach as a partner with Oracle. It positions NewGen as a high performing and forwarthinking partner for 2023. Rick Kostopoulos, CEO/ President of NewGen Business Solutions, says, “Success is often found in unexpected places. At NewGen Business Solutions, our journey has been shaped by serendipity, serving a diverse range of clients in the Event Services industry. With the powerful foundation of Oracle NetSuite, the world’s premier ERP cloud product, we’ve forged our path to innovation. Through this synergy, we proudly present ConventionSuite, a cutting-edge solution that reflects our commitment to excellence and client success.” The Oracle NetSuite award highlights NewGen’s significant role in the success and progression of solutions within the business ecosystem. It positions NewGen Business Solutions as a distinguished, high-performing, and forward-thinking partner for 2023. NewGen’s ConventionSuite is built atop the NetSuite platform. With comprehen-

62 Jan/Feb/Mar 2024 Exhibit City News

sive support and endorsement from Oracle, ConventionSuite is the sole offering in the industry with seamless integration of ERP and CRM—and designed for cloud compatibility. Its utility runs across the event services sphere, including GSC, EH, TUC, and I&D, and plans to expand into AV and Venues in the future. Also at SuiteWorld, Oracle NetSuite unveiled advanced generative AI-powered features designed to assist organizations in achieving their objectives with greater speed and efficiency. NetSuite has dedicated several years to developing AI to enhance customers’ productivity and success. Recent advancements in AI present the potential for a significant leap in achieving more with fewer resources. This initiative, which includes NetSuite’s Text Enhance, will provide customers with a competitive advantage by harnessing the breadth and depth of their organizational data.

As an example, a prospective customer can use NetSuite to express interest in an organization’s product or service. The organization uses NetSuite Text Enhance to quickly and easily produce a contextual email using a combination of ERP, CRM, and supply chain data. This email will not only address the prospect’s needs but align with the organization’s current campaigns and include the latest product description, images, pricing, availability, and delivery details. By using Text Enhance, a company’s finance and accounting teams will expedite collections, close books faster, and accelerate time-consuming tasks to allow focus on more strategic work. Supply chain and operations teams will streamline purchasing and logistics, improving the quality of product related communications. Text Enhance will help accelerate marketing and sales tasks, while creating more effective campaigns.

Employees, managers, and HR leaders will increase the speed and accuracy of HP activities. Finally, NetSuite Text Enhance will help increase customer support agent productivity and improve customer experience. Rick Kostopoulos, CEO and President of NewGen Business Solutions (ConventionSuite), recently sponsored a keynote on AI at EDPA Access 2023. “Our alignment with Oracle NetSuite’s AI methodology is strong, given that we have developed our platform on theirs,” said Kostopoulos. “It is essential to recognize that AI excels with a unified data set, a strength inherent in ConventionSuite. In certain instances, we replace seven disparate systems with a singular solution. This singular system fosters an innovative approach for companies in the event industry, enabling them to navigate across multiple sub-segments and compete at elevated levels.” NewGen Business Solutions, always working toward a deep understanding of the event industry, recognizes the significance of fostering collaborative partnerships. This will allow them to demonstrate the transformative potential of ConventionSuite, a robust tool for optimizing operations and enhancing financial performance. Visit www.conventionsuite.com for further details or email sales@ newgennow.com to schedule a product demonstration.

Become an ECN I&D ACEs Sponsor Today! Get in on the planning stages! Join now by becoming a Platinum, Gold, Silver or Bronze Sponsor by sponsoring the bar tab, suggesting the venue, and the best date to celebrate your local ACES. We’ll do all the event planning, we’ll bring the trophies and videographer (for the ECN YouTube video channel — (check it out at www.youtube.com/@DonatECN) and we’ll provide the editorial coverage that will live forever — both in print and in our digital issues. Check out the May/June and July/August 2019 digital flipbooks at www.issuu.com for the digital issue coverage of the ACES inaugural event.

Honor your retired All-Stars who helped build your company with a William F. Nixon Sr. Lifetime Achievement ACE Award Join as a Platinum Sponsor and Name Your Own Award after your company, your founder or person of your choice! Honor those who have passed away with a posthumous induction into the ECN I&D Hall of Fame Currently, in the plans are celebrations in*: Spring in Nashville Summer in Boston Fall in Chicago * Sites/Dates/Times are TBA Sponsor an ACE Awards in YOUR CITY! * Credit cards will not be charged until after the nomination is accepted ($100/submission for early bird pricing)

Contact DonS@ExhibitCityNews.com or call (702) 499-1259 to be a part of the ECN’s I&D ACE Awards

2024

ECN will be accepting submissions for I&D ACE awards all year and will be traveling regionally to present them locally throughout the year.

Categories: Rookie of the Year ACE Seasoned Show Floor Veteran of the Year ACE Best Regional Manager ACE Best Traveling Lead ACE Firefighter of the Year ACE Flooring Installer ACE Double Deck Installer ACE Regional I&D ACE Award Best Operations Team

Now Accepting Nominations for 2024 Submit at ECNACEawards.com

ALTERNATIVE SPACES

Unconventional Convention

How Piero’s Maintains Legacy While Redefining Convention Space by Danelle Dodds

iero’s Italian Cuisine’s storied legacy is as rich as their Sunday Gravy. Since 1982, Piero’s has served traditional Italian food in Las Vegas with an old-school flair. Dishing its famous Osso Buco to Frank Sinatra, Steve Lawrence, and Jerry Lewis, Piero’s quickly became the hot spot for colorful characters and even a few shady ones. A haunt for rumored mobsters and their crew, the restaurant’s buttery leather booths were the backdrop for scenes in Martin Scorsese’s Casino. The oak-paneled entry of the joint is the spot where two infamous New York “Mafia cops” were arrested in 2005 before they could even tuck into their linguine and clams. Rather than shy away from its peppered history and fanfare, Piero’s embraces its vibrant storyline. At the heart of its chapters is the Glusman family. Freddie Glusman opened the restaurant with his beloved wife, Jeanne, in 1982. It was a small, dimly lit spot on Karen Ave, seating roughly 70 guests in a 1400-squarefoot space. The magic of the Glusmans and their old-world Italian recipes clicked with the locals; their reputation grew.

66 Jan/Feb/Mar 2024 Exhibit City News

When they moved to the current location on Convention Center Drive in 1987, their loyal customers followed, and they brought friends. The restaurant now seats 375 guests and has grown to include private rooms and the infamous Monkey Bar. (Named after the monkey business that sometimes could be found in the neighborhood, the bar boasts monkey-themed artwork to celebrate its moniker.) Freddie and Jeanne’s son, Evan Glusman, has taken over the reins of the operation and developed it into a classic Las Vegas eatery that straddles the line between old and new. Evan grew up in Piero’s. As a child, he played among the leather booths. As a teen, Evan worked in the kitchen and helped prep food. Today, he continues to maintain the legacy of the restaurant that long-time, devoted customers expect while delivering an elevated experience for the new generation of impressive clientele. Celebs like Justin Timberlake and Carrie Underwood have dined there, as have former presidents George W. Bush and Bill Clinton. It’s not

unusual to see sports greats from the Las Vegas Golden Knights, Raiders, and UFC. Evan’s most ambitious and influential development includes capitalizing on the convention opportunities from the restaurant’s proximity to the Las Vegas Convention Center. Piero’s is ripe for hospitality and offers a unique alternative exhibit space with a prime position directly across from the West Hall entrance. In recent years, corporate groups have begun taking advantage of the offerings available steps from one of the nation’s largest convention centers. In addition to the restaurant, Piero’s parking lot provides up to 20,000 square feet of unencumbered outdoor convention space. Evan brokered opportunities to include full buyouts of all areas, creating a stand-alone exhibit floor with Piero’s signature and unparalleled hospitality. The capacity for guests now swells up to 1500 guests between indoor and outdoor environments. Piero’s parking lot is weight-bearing and has programmable LED signage that faces one of the busiest convention streets in

town. Food and beverages are provided by the restaurant, which maintains the level of quality and care that it is known for. While his Veal Chop Parmesan and Garbage Caesar Salad are to die for, Evan and his executive chef are open to collaborating with guests to customize a menu that suits their event. During CES 2022 and 2023, Valeo embraced Piero’s ample space as additional exhibit space during the high-profile convention. They transformed the lot into a demo track and a hospitality area where guests were able to experience their innovative technology in a dedicated environment. Without the convention center’s confines, Valeo created a customized show floor dedicated to its brand. Despite the restaurant’s growing popularity as an alternative space to standard convention halls, Evan still views the venue as synonymous with the glittering city of the desert. “When you go to other major cities, there is always an iconic restaurant that you have to experience to taste the flavor of the city. Piero’s has become that place in Las Vegas.”

A podcast about the business of events.

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ExhibitCityNews.com Jan/Feb/Mar 2024 39

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SHOP TO SHOWFLOOR An In-Depth Look into Today’s World of I&D and Event Labor

Photo by Gary Prochorchik / Exposures LTD

Phillip Jeﬀries, BDNY by Lighthouse Exhibits Pg. 70

From the Archive: July/August 2018 Czarnowski Pg. 72

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. @EXHIBITCITYNEWS

ExhibitCityNews.com Jan/Feb/Mar 2024 69

SHOP to SHOWFLOOR I&D and Event Labor

By the Numbers

Booth Footprint: 20’ x 20’ Labor: Four carpenters 18 hours Booth Height: 12’ Graphics size: 14.5‘ x 13’ logo Entrance Height: 10’

Phillip Jeﬀries, I BDNY By Lighthouse Exhibits by Kerstan Szczepanski Photography by Gary Prochorchik / Exposures LTD

70 Jan/Feb/Mar 2024 Exhibit City News

t’s only fitting that Phillip Jeffries—one of the world’s leaders in wallcovering, whose clients include the Wynn Las Vegas and Barney’s New York— should have a standout exhibit at Boutique Design New York (BDNY). BDNY is the leading tradeshow for hospitality’s boutique and lifestyle design community and an opportunity for companies to show how much they can really do. Lighthouse Exhibits, an Illinois based exhibit house, also participated in

the creation of Philip Jeffries’ captivating display that, in the words of Lighthouse Project Coordinator Maddy Clary, “Makes you feel like you’re in a private showroom and not on the show floor.” To explain what went into the creation of the Phillip Jeffries booth and its effect on the floor, Exhibit City News turned to Jacqueline Hake, President-Creative Director for Lighthouse Exhibits. “The Phillip Jeffries exhibit towered over most of the other booths at 12 feet high and was

easily seen throughout the hall,” Hake says. “Once you got closer, the large floral print captured your imagination and drew you into the space. There, you were immersed in a luxury experience with eight very different patterns and textures that beautifully worked together in harmony.” The display was not merely visual—touch factored in as well. “To fully experience the environment, attendees were invited to stop and feel the wallcoverings,” explains Hake. “Among others, there was an amazing hand-painted shell wall hung on top of a velvet-clad wall, perpendicular to a crocodile skin, textured wall.” The result garnered much attention for Phillip Jeffries. Hake says, “I witnessed a very full exhibit throughout the duration of the show. We estimate that the average attendee remained in the exhibit for more than five minutes while gathering information and samples from the engaging reps working inside the Phillip Jeffries exhibit. Many attendees were seen returning with their friends and colleagues to share the experience.” @EXHIBITCITYNEWS

PROJECT CREDITS Designer: Phillip Jeffries Builder: Lighthouse Exhibits Lead Designer: Kara Meikle, Phillip Jeffries Project Manager: Maddy Clary, Lighthouse Exhibits Production Manager: Jackie Hake, Lighthouse Exhibits Client Team: Lighthouse Exhibits & Phillip Jeffries Production/Engineering: Deano Pappas, YOR Design Group Flooring: Brumark Exhibit Construction: Lighthouse Exhibits Graphics Production: Lighthouse Exhibits Wallcovering: Phillip Jeffries Photography: Exposures Ltd. Exhibit I&D: CSI Worldwide

ExhibitCityNews.com Jan/Feb/Mar 2024 71

SHOP to SHOWFLOOR I&D and Event Labor

Through the viewfinders, visitors watched stylized characters build the Czarnowski logo and demonstrate the company’s capabilities.

FROM THE 2018 ARCHIVE

Czarnowski Embraces Nostalgia In VR Showcase of A to Z Solutions by Tim Rogers

or more than 70 years, multidimensional marketing agency Czarnowski has helped the world’s largest brands showcase their services and products at major events and trade shows. With 24 offices and six production facilities worldwide, Czarnowski offers end-to-end event marketing solutions, including everything from booth design and construction to creative development and visualization. However, it can be difficult for some prospects and cus-

tomers to understand the full scope of Czarnowski services. So, the company aimed to use ExhibitorLIVE 2018 at the Mandalay Bay Convention Center in Las Vegas to feature all its solutions in a compelling and creative way. The end result was an eye-catching and inviting 20 x 30-foot booth that artfully combined advanced technology with vintage fixtures. “We do many things well, but, at the end of the day, we’re storytellers,” says Dillon Nagle, Czarnowski’s director

72 Jan/Feb/Mar 2024 Exhibit City News

of marketing. “And we have a wide variety of solutions we can deploy to tell our clients’ stories. At ExhibitorLIVE, we wanted to create a welcoming space where visitors could see these solutions first-hand and learn how we can help them communicate effectively with their audiences.” The architecture of Czarnowski’s booth told a story in and of itself. Designed as an open box–with matte black fabric walls that surrounded a brilliant white interior–the booth reflected Czarnowski’s effort to open itself up and allow visitors to explore all it offers. The open box architecture also made the booth uniquely approachable. While Czarnowski salespeople staffed the booth, visitors could approach and explore without having to hand over information or pass through any kind of sales “gate.” “We let our clients and their stories lead every engagement and dictate the solutions we deploy,” says Josh

Damesworth, brand strategist at Czarnowski. “Our booth reflected this philosophy. Our salespeople guided visitors as they navigated the various features of the booth on their own, gravitating toward the capabilities and features that most aligned with their needs.” The booth also featured two casual seating areas for visitors to rest, chat and learn more about Czarnowski. While the sleek design of the booth drew in many visitors, four authentic viewfinders in the middle of the booth kept them there. Though they looked like any viewfinder you’d see in a national park, the team at Infusion Studios, Czarnowski’s visualization department, developed and installed faceplates that held Samsung Gear VR headsets and Samsung phones, which powered a virtual reality experience. Visitors who looked through the viewfinders saw four triggers that allowed them to activate animations of cartoon characters (lovingly dubbed

PROJECT CREDITS Production Design & Execution: Danielle Rodrigues (project manager) Exhibit Design & Construction: Chris Schwab (designer) Exhibit Installation & Dismantle: Dave Elton (project manager)

(above) Samsung Gear VR headsets and Samsung phones in the viewfinders at the center of the booth powered a virtual reality experience..

Media: Jordyn Curley (3D artist) Automation Engineering: Josh Damesworth (brand strategist)

Designed as an open box, the booth’s matte black fabric walls opened to reveal a white interior with four viewfinders and two casual seating areas.

“Czarbles” by the team) building the Czarnowski logo in ways that demonstrated each of the company’s overarching capabilities: strategic planning, creative development, engineering and fabrication, and logistics and on-site operations. “When you see a viewfinder, it immediately reminds you of family vacations and beckons you to look through it,” says Jordyn Curley, a 3-D artist at Infusion Studios/ Czarnowski and developer of the VR engagement at ExhibitorLIVE. “Behind this familiar exterior, however, visitors saw a cutting-edge virtual reality engagement. We capitalized on the irresistibility of these fixtures to take visitors on a self-guided tour of Czarnowski’s capabilities.” Czarnowski’s visualization team worked closely with booth designer Chris Schwabb to flawlessly match the design and build of the booth in virtual reality, making the back wall of the booth seamlessly come

alive for viewers. They also used live-action motion capture to animate the cartoon characters in the video. Additionally, viewers could turn each of the viewfinders 360 degrees to see the exhibit hall transform into different scenes (a forest, an underwater garden, a desert and outer space). The entire experience ran off of an app that Czarnowski developed to ensure consistent playback and quality. “We wanted to give visitors an immersive and educational experience,” Curley says. “The VR engagement was a powerful way to remind visitors that while Czarnowski is skilled at booth design and construction, we also bring creative capabilities that leverage the latest in technology to the table. With this full array of capabilities, we can help companies tell powerful, experiential stories to their customers.” To complement the viewfinders, Czarnowski mounted iPads on the exterior of the booth. These iPads offered

bird’s-eye views of the virtual reality animations shown through the viewfinders and included brief written descriptions of different elements of the company’s capabilities. The visible, yet unobtrusive use of technology allowed Czarnowski to feature and explain its creative capabilities without letting the technology overwhelm the company’s messages. “Too much technology, or technology engagements that don’t correspond with an exhibit’s message, can be distracting and almost seem like a gimmick,” Nagle says. “Our team did an excellent job balancing technology with design in the booth. As a result, we successfully demonstrated that Czarnowski can tell a content-driven story, in addition to an architecturally-driven story.” Of course, every booth installation is a challenging process with many moving pieces. For the ExhibitorLIVE 2018 booth, however, Czarnowski

benefitted from executing the entire project using internal resources. Czarnowski handled everything from the development of the virtual reality engagement to the 3-D printing of logos in-house. This team effort led to a more efficient, streamlined and successful process. Overall, the company generated nearly twice as many leads at ExhibitorLIVE 2018 as it did at the 2017 show. “ExhibitorLIVE 2018 was an immensely successful showcase of our brand,” Nagle says. “With a perfect balance of nostalgia, modern architecture and high-tech capabilities, the booth successfully demonstrated our A to Z solutions in a way that attracted attention and educated attendees.” Tim Rogers is a marketing specialist with Czarnowski. He has worked in the marketing services industry for more than 20 years and has experience in marketing strategy, 3-D design and photography.

Exhibit City News Jan/Feb/Mar 2024 73

74 Jan/Feb/Mar 2024 Exhibit City News

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9/11/23 4:03 PM

DAY IN THE LIFE

Install

Tru Service Group: Looking forward to 2024 and Beyond BY THEA ENGST

Tru Service Group is a national construction company that supplies labor, logistics, warehouses, inventory management, and liquidation to its customers from coast to coast. I sat down with the company’s Senior Account Executive, MaryPat Alroth, to talk about a day in her life, and how Tru Service Group is approaching 2024 trends. 76 Jan/Feb/Mar 2024 Exhibit City News

Becoming a Senior Account Executive MaryPat has been in the tradeshow industry for 20 years and with Tru Service Group for eight of those years. “I started as a part-time office assistant for another I&D [installation and deconstruction] company,” she told me. She was hired as the first-ever sales representative for Tru

Service Group, helping to create their brand and establish a strong customer base. “I also spent several years as an Exhibit Sales Manager on the show management side before returning to the labor end of things,” she explained. “Being on both sides of the show floor has given me a wider perspective.” The more time she spent in the industry, the more MaryPat felt her calling. “I was intrigued by the business and learned as much as possible and never looked back,” she said.

A Day in the Life MaryPat works remotely. Remote work allows her to provide better customer service to her bicoastal customers and work longer, more flexible days. “I love the autonomy of remote work,” she said. “My typical day starts early and

ends late—this is definitely not a nine-to-five business.” Trigger warning: this schedule may induce the need for some to take a nap. “I start the day by checking emails. I usually have a plan for making cold calls, sending introductory emails and follow-up emails, working social media, and connecting with current clients. I have an account manager who is wonderful and handles the necessary information for the field, but I also like to stay in the loop on current and upcoming projects. It is also my responsibility to approve final invoices for jobs. I believe that clients are more like partners: when we do a great job, it benefits all of us. My clients are on both coasts, and some are overseas, so it is important to be available anytime. The best part of this job and this

Live at the Show

industry is that every day brings something new.”

2024 Trends Now that MaryPat has told us about on the micro-aspects of her job, let’s talk about her macro goals. I asked her what she and Tru Service Group are most looking forward to for 2024 and how they plan to approach fresh challenges.

Sustainability “Sustainability has become an increasingly important part of our industry,” she said. “Companies, including ours, look at ways to recycle and dispose of materials responsibly.” I look forward to seeing how the impact of companies like Tru that implement increasing sustainable practices positively affect our planet. @EXHIBITCITYNEWS

Labor “One of the biggest challenges in our industry is the declining labor force,” MaryPat went on. “We are all working towards developing a new, younger workforce. Our company has been lucky in that we were able to keep our core employees and grow during the pandemic thanks to pivoting to focusing on commercial work.” This question led me to ask about the shorter lead time issue popping up for tradeshows lately, as companies that are understaffed struggle to keep up. MaryPat told me: “We are seeing more last-minute labor requests from our exhibit house partners. The exhibit houses are waiting for the client’s approval before scheduling our services.” And of course, I had to ask, what about Tru’s staffing state? “Our company culture is

Dismantle

based on teamwork. It takes all areas of the company working together to provide the best possible service for our clients,” MaryPat said. “We have been growing every year. We survived the pandemic by growing the commercial side of our company. Now, both tradeshows and commercial divisions are busy. We expect this trend to continue in 2024. We are always looking for amazing carpenters. We have expanded our sales team along with office personnel.”

we can or should use it in the future.” It’s always exciting to see a company looking to work with the future instead of against it.

As we all quickly rush into 2024, Tru Service Group stands out as a company not only surviving but thriving. Taking what was learned from the pandemic, Tru has evolved and looks to continue to do so with every new trend and demand of the tradeshow industry—and the planet.

In a world of AI and all that it offers, MaryPat also addressed Tru’s future working with the technology. “I am excited about the growth trend,” she said. “I am interested in seeing how AI will affect our industry. We are not employing AI but are looking at ways

Budgeting Finally, the scary part of managing: those numbers. “Budgeting is always a tricky and stressful process,” MaryPat told me. “We attempt to look at the trends of both the industry and our clients as we set goals and budgets.”

The Future of Tru Service Group

ExhibitCityNews.com Jan/Feb/Mar 2024 77

CONVENTION CENTER SPOTLIGHT

EAT If you get hungry at a convention at BCEC, you don’t have to go far to grab some grub. Levy Restaurants runs the onsite concessions. Wicked Good Market has a variety of options from burritos to authentic Boston North End pizza. Outtakes Quick Cuisine is located throughout. The North Lobby is the place for local craft beer and handcrafted cocktails. To get something fancy away from the center, Eddie Merlot’s Boston has prime aged beef and seafood. Located at the corner of Congress and D Streets, the menu options will dazzle you: carpaccio and calamari appetizers, the Sixty South Salmon, red king crab, prime bourbon ribeye, or—if you dare—Eddie’s Prime Cheeseburger.

By Kerstan Szczepanski

pened in 2004 the Boston Convention and Exhibition Center (415 Summer Street, Boston, MA) is a relatively new facility in the exhibition world. The largest convention center in the Northeastern United States, the BCEC has 2.1 million square feet of space, with an exhibit hall floor of 500,000 square feet. The hall can be used as one space or separated into three isolated areas. The Grand Ballroom is just over 40,000 square feet and has a view of the Boston Seaport. With 82 meeting rooms, and the 2.7 acre Lawn On D outdoor space right outside, there’s plenty of indoor and outdoor space to meet and greet, and to show and tell. Just under three miles from Boston Logan Airport, the BCEC boasts the country’s shortest travel time from airport to convention center. The Massachusetts Bay Transportation Authority (MBTA) Silver Line is complimentary running from the airport—you read that right. It does cost $2.75 to go back to the airport. If you drive in from I-90, I-93, or I-95 instead, $25 gets you self-parking.

78 Jan/Feb/Mar 2024 Exhibit City News

Airport distance is not the only thing the BCEC boasts. Being somewhat new, the convention center has some of the most advanced IT to offer exhibitors and attendees. A fully staffed Guest Operation Network Center provides support like few centers can claim. With a Wi-Fi network that can accommodate tens of thousands of attendees, and ethernet drops that carry at least a gigabit of bandwidth, you can take full advantage of Boston’s 10 gigabit dark-fiber ring. Visible at nearly half a mile, the center’s 80-foot tall marquee has 3,000 square feet of display space. Inside the north lobby, a 160-foot wide video wall allows for 2,000 square feet of video content. Additionally, the thirty-one 65-inch video displays throughout the facility can be integrated with the video wall and marquee for non-stop acrossthe-board messaging. The Boston Convention and Exhibition Center hosts Seafood Expo North America, the New England Autoshow, the New England Boat Show, FanExpo Boston, and PAX East annually.

SLEEP There are a number of hotels near the BCEC. The Dagny Boston, the Seaport Hotel Boston, and the Bostonian Boston are close. But just a three-minute walk from the convention center is the Omni Boston Hotel at the Seaport (450 Summer Street). Built in 2021, the Omni is pet friendly with parking, laundry facilities, pool, spa, free WiFi, a snack bar, a deli,a concierge, and 24/7 front desk assistance. The hotel has over 1000 rooms spread over 22 floors, valet, self-parking, and five restaurants (two open for breakfast, lunch, and dinner). There are many amenities offered less than a quarter mile from the BCEC.

PLAY Boston Tea Party Ships & Museum (306 Congress St) on Griffin’s Wharf recreates the mother of all parties by storming Brig Beaver and Eleanor and hurling tea into the same waters as the original protest. Tour the authentic recreations of the merchant vessels of that time that were emptied of their cargo that night 240 years ago. Visit Abigail’s Tea Room to taste five of the teas thrown overboard or have one of their other drinks like lemonade, iced tea, and hot or cold apple cider. Feeling peckish? Try their assorted scones, cookies, muffins, and pies.

Photo courtesy of meetboston.com

Boston Convention and Exhibition Center

Available Summer 2024

Exhibit City News is Commemorating 30 years with an anniversary edition! Share Your Story of the Industry History

30th Anniversary Special Edition

EXHIBITORLIVE! Preview Edition P. 36-57

I&D and Event Labor Series 2015 Parts 3 & 4 P. 40-73

Impact & Versatility of Fabrics P. 18 & P. 22

NOVEMBER 2015 • VOL. 21 • ISSUE 6

The Secret Lives of Industry Salespeople P. 34

ALUVISIONLIVE!: TRAINING DAYS RESULT IN COMMUNITY AND CONNECTION

Finding the Future I&D Workforce P. 44

MARCH 2016 • VOL. 22 • ISSUE 2

Oct/Nov/Dec 2022 • VOL. 28 • ISSUE 4

MAY 2016 • VOL. 22 • ISSUE 3

MARCH 2015 • VOL. 21 • ISSUE 2

EXHIBITORS’ GOT TALENT!

I&D AND

Mark Holme Creative Director, Hill & Partners

EVENT LABOR SERIES 2015

P. 52

THE PRICE ISN’T RIGHT!

CONVENTION CENTER ARCHITECTS

Well Balanced

Jessica Sibila of The Exhibitor Advocate begins the fight for fair pricing in the events industry

LMN Architects in front of their model of the Washington State Convention Center addition

P. 34-85

Julia Smith, IAEE’s New Board of Directors Chairwoman

P. 34-37

Digital Flooring Technology P. 16

Global AV Consolidation Trend P. 24 3 Perspectives on Show Management P. 32

Insuring Your Show Investment P. 26

The Guys Who Power CES P. 14

GSC Economics 101 P. 28

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Ten Questions with Tectonics’ Tony Helfman

Choosing an Event App P. 20

EXHIBITORLIVE! Preview P. 42

CELEBRATING WOMEN IN THE INDUSTRY

Confronting Lead Retrieval

EDPA Spotlights Innovators P. 68

EDPA FOUNDATION: A HISTORY LESSON

P. 32

GETTING AROUND THE CROSSROADS OF THE WEST

Orange County CC Expansion

The Story Behind GlobalShop P. 22

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Ten Questions with Exhibit Source’s Bob Hopkins

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Riverview’s “Rock Concert” Experience P. 38

Global Exhibitions Day P. 56

The ‘M’ Word

I&D Workers’ Health Risks Over Time

CITY MANAGER MUSCLE

Move Over, Baby Boomers Meet The Millennial Movers

The Changing Face of the Tradeshow Industry

Susan Reuter – Having Her Cake and Eating it, too EXHIBITCITYNEWS.COM

NEW! Shop to Showfloor Section: Sharpening Soft Skills in I&D

Trends in Tradeshow Booth Design P. 25

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Introducing Our New “SHOP to SHOWFLOOR” Section

CC Space Surplus Benefits Exhibitors

TRADESHOW SHIPPING THE COLD TRUTH

Navigating the Minefield of Tradeshow Shipping

How to Avoid Unpleasant Shipping Incidents Romance on the Road

The Life and Times of nth degree’s Melvin Alston

Connecting with Millennials at Trade Shows

[ ALSO IN THIS ISSUE ]

Enlightenment and The Tough Questions: Tolerance in the Trade Laura Fee and Show Industry Mary Kilda

P. 50

NOVEMBER 2016 • VOL. 22 • ISSUE 6

The Women of Orbus

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FCC Cracks Down on Industry

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2016 Randy Smith Memorial Golf Classic Pictorial

Breaking the Glass Ceiling

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SEPTEMBER 2016 • VOL. 22 • ISSUE 5

JULY 2016 • VOL. 22 • ISSUE 4

Be Part of a Commemorative Book with Historical Significance

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All the King’s Horses and all the KINGSMEN

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HAMILTON EXHIBITS CELEBRATES 70TH ANNIVERSARY

SHOP to SHOWFLOOR Section: Exhibiting With Our Northern Neighbors

September/October 2017 • VOL. 23 • ISSUE 5

July/August 2017 • VOL. 23 • ISSUE 4 May/June 2017 • VOL. 23 • ISSUE 3

March/April 2017 • VOL. 23 • ISSUE 2

THE INDUSTRY’S MOST IMPORTANT SHOW? EuroShop: The World’s No. 1 Retail Trade Fair Tradeshow Trends: 2017 and Beyond Magic Sells! Bewitching Tradeshow Crowds

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TRADE SHOW IMAGES

AI Services That Can Boost Your Trade Show ROI

29th Annual ExhibitorLIVE The Sky’s the Limit at Mandalay Bay

EXHIBITORLIVE Ends on High Note

MAN ON A MISSION

Latin America:

RICHARD ERSCHIK TEACHES SHORTCUTS TO TRADE SHOW SUCCESS

the New Frontier for Trade Show Managers

MORE WONDER WOMEN AT THE COBO CENTER

10 Questions with Kevin Dana of CORT Events

Tina Howe’s Cinderella Story

Veteran Photographer John Staley Captures the Convention Circuit’s Scene and Stories

HIGHMARK’S SUCCESS GOES OUTDOORS

FIGHTING PIRATES: AN EXHIBITOR’S PROPERTY RIGHTS PRIMER

From Hot Dog Cart to Hustle Con

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DALLAS, DENVER, DETROIT

Orbus’ Boot Camp Training Leads to Business Building

The Real-life Super-heroines of CEP

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Year-in-Review: A Look Back at the Top Stories From 2017

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TEAMSTERS 631 Opens New Training Facility in Las Vegas

HIRING: BEST PLACES TO WORK IN THE INDUSTRY

Spotlight on The Tradeshow Industry’s Big Three D’s

January/February 2018 • VOL. 24 • ISSUE 1

May/June 2018 • VOL. 24 • ISSUE 3

Jul/Aug/Sept 2022 • VOL. 28 • ISSUE 3

November/December 2017 • VOL. 23 • ISSUE 6

ESCA EDUCATIONAL CONFERENCE

COBO CENTER LEADS DETROIT’S RENAISSANCE

Keith Kirsten and Claude Molinari Share Must-Sees in Detroit

FATHER KNOWS BEST

For ESCA, School is not out for summer!

TRADESHOW SHIPPING COMPLEXITIES

Marshaling Yards, Loading Docks & More

ADVICE FOR THOSE FOLLOWING IN HIS FOOTSTEPS

These Keepsake Books Will be the Talk of the Town

#VEGASSTRONG: LAS VEGANS AND TOURISTS PULL TOGETHER

Q&A: Imperial Events Security Services

Challenging the Status Quo on Material Handling Rates

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Women in the Industry: Progress, Challenges & Taking a Seat at the Table

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Jul/Aug/Sept 2023 • VOL. 29 • ISSUE 3

July/August 2018 • VOL. 24 • ISSUE 4

INDUSTRY UNITES

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GIST SPECIALTIES MAKES STATEMENTS AT BELLAGIO CONSERVATORY & BEYOND

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Call For Entries: ECN’s First Annual I&D Ace Awards!

November/December 2018 • VOL. 24 • ISSUE 6

BREAKING ALL RECORDS

GLOBAL EXHIBITIONS DAY 2018

EXHIBITORLIVE COVERAGE

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EQUITY, HEALTH, WELLNESS: Keep Your Eyes Out For More Sustainable Tradeshows

EXHIBITORLIVE WRAP UP: SPECIES CONNECTED SUCCESSFULLY

SUMMER ‘22 ACE AWARD WINNERS

EDPA ACCESS & IAEE RECAPS: CELEBRATING COMMUNITY & CONNECTIONS

WHEN WHEN TAKING TAKING RISKS RISKS PAYS PAYS OFF OFF

TECHNOLOGY INNOVATORS ARE TRANSFORMING THE INDUSTRY

A FOREST IN PARIS TASTY WAY TO ENGAGE WHAT’S THE DEAL WITH SEATTLE?

INSIDER SECRETS ON TRADESHOW SECURITY

RENTAL FURNITURE UPS ITS IMAGE

Sure to be Used to Educate New Workforce Members

SPOTLIGHT ON BOOTH TALENT

A Conversation with Bill Nixon CEO of Willwork

SPOTLIGHT ON AUSTIN, TEXAS

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MARKETING TO MILLENNIALS BUILT TO LAST STARTS ITS SIXTH SEASON WORLD’S LARGEST CONVENTION CENTER

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EXHIBITING AT MEDICAL SHOWS: WHY DOES IT FEEL LIKE BRAIN SURGERY?

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CYBERSECURITY: HOW SAFE IS YOUR INFORMATION ON THE SHOW FLOOR?

LEAVE IT ALL ON THE FLOOR Flooring experts talk trends, tools of the trade and the future of the field

Industry Pivots to Virtual & “New Normal” p. 22

July/August 2020 • VOL. 26 • ISSUE 4

Jan/Feb/Mar 2023 • VOL. 29 • ISSUE 1

Apr/May/June 2023 • VOL. 29 • ISSUE 2

THE FIT CAPSTONE EVENT

ECN’s 2020 I&D ACE Awards Submissions Deadline is April 17

TRADESHOW TRANSPORTATION: COPING WITH SUPPLY CHAIN ISSUES

Jan/Feb/Mar 2022 • VOL. 28 • ISSUE 1

March/April 2020 • VOL. 26 • ISSUE 2

TOGETHER AGAIN EXPO TO DEBUT NEW PRACTICES

All eyes were on students’ work as they enter the industry

UFI & SISO Launch Campaign Over Coronavirus, Travel Bans & Tradeshow Cancellations

Jump-Starting 2021 with New, Exhibitor-Friendly Policies

November/December 2020 • VOL. 26 • ISSUE 6

DETROIT’S HUNTINGTON PLACE NAME DEBUTS

LOOKING

Jim Kelley, Fern Expo VP, Marketing & Industry Relations

FORWARD TO

2021 IN-DEPTH LOOK AT LEAD CAPTURE & RETRIEVAL

SPOTLIGHT ON TRANSPORTATION

ON FRONT LINES OF COVID-19

EXHIBITORLIVE! PREVIEW

SMALL BOOTHS WITH BIG IMPACT

COPING WITH EAC FEES

GLOBAL EXHIBITION DAY

SPOTLIGHT ON LAS VEGAS

SUSTAINABILITY IN THE INDUSTRY

YEAR-END ASSOCIATION EVENTS

FOCUS ON ORLANDO

EXHIBITORLIVE PREVIEW

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12 TIPS FOR EXHIBITING AT VIRTUAL EVENTS

2021 YEAR IN REVIEW HIGHMARK’S PANDEMIC PIVOT FOCUS CITY: DETROIT

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REPORTING FOR AND ABOUT THE PEOPLE AND BUSINESSES OF THE TRADESHOW, EXHIBITION AND CONVENTION INDUSTRY FOR A QUARTER

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Benefit by Intense Social Media & Digital Campaign

Labor News • Union News • Convention Center News • Association News • Management News and more! Features on the Movers & Shakers, the Designers & the Builders, the Companies who Built an Industry. Photos of Convention Centers’ History, Association History, I&D ACES and more! Sponsorships at all levels still available! Call us at 702-499-1259 or Email christyd@exhibitcitynews.com

INDUSTRY EVENT

FIT Capstone Program INDUSTRY PROFESSIONALS MEET IN NYC

“Fears are not diagnostic of the lack of ability, the lack of talent, the lack of whatever it takes to make it. They are normal parts of the process. You are going to experience them, but you also have the ability to deal with them. And that is the superpower of all of you here.” With these words, keynote speaker Zorana Ivcevic Pringle, Senior Research Scientist at the Yale Center for Emotional Intelligence, ushered the 2023 FIT Exhibit and Experience Design graduates into the world their work has prepared them to inhabit. Twelve students presented their final theses on Friday, December 8, for review 80 Jan/Feb/Mar 2024 Exhibit City News

by more than one hundred industry professionals. The students showcased original concepts that they researched, designed, and prototyped. With topics ranging from celebrating 125 years of The Wizard of Oz to sleep, neurodivergence, and Irish folklore, the presentations were engaging and thoughtful. Program Chair and Professor Christina Lyons said, “These phenomenal designers strive to use their talents to spearhead change and to promote well-being and human connection with their work. I am thrilled that these passionate and dedicated graduates will soon be influencing our built environ-

ment and communities for years to come.” Heightening the festivities, the school acknowledged Abigail Honor, Founding Partner, Lorem Ipsum Corp., Jackson Young, UX Design Manager Google, and Michael McMahon, President & CEO, Hill & Partners, with the program’s STAR awards for their contributions to the program. McMahon commented, “Year after year, this amazing team of educators, mentors, and leaders at FIT seem to find the best and brightest world shapers to inspire and support. It is easy for a company like mine to lean in and play whatever role we can.”

Photos courtesy of FIT; by Jerry Speier

BY PAT FRIEDLANDER

Photos courtesy of FIT; by Jerry Speier

@EXHIBITCITYNEWS

ExhibitCityNews.com Jan/Feb/Mar 2024 81

FIVE IN FIFTEEN ATLANTA

5 places to go within a fifteen-minute walk of Georgia World Congress Center

A Walk Around the City in a Forest BY KERSTAN SZCZEPANSKI

What to do when there’s no breakout meeting or the panels are done for the day? Where to go when you need a little time away from the hubbub of convention chaos? Exhibit City News’ 5 in 15 offers five places to go to eat, relax, or simply stay that are a fifteen minute or less walk from the convention center. In Atlanta, that means downtown Atlanta and the fourth largest convention 82 Jan/Feb/Mar 2024 Exhibit City News

venue in the US: the Georgia World Congress Center.

Atlanta Breakfast Club

249 Ivan Allen Jr. Blvd NW If you’re looking for a classic Southern breakfast, like the iconic chicken and waffles, this retro-styled restaurant has it. Open 6:30 am to 2:30 pm every day. We reccomend you try the gulf shrimp and grits, breakfast burritos, Southern

Benedict, or a straightforward two egg, bacon, biscuit plate. For lunch there’s seafood gumbo, Shrimp Po Boy, or a classic burger.

The Yard Milkshake Bar

341 Marietta St. NW Owners Logan and Chelsea Greene love ice cream. When they opened The Yard, their second ice cream shop, they wanted it to be different.

You’d think a specialty milkshake shop would be enough, but that just begins to describe the cold, creamy indulgence that is The Yard. With 24 or more flavors, 60 toppings, and eight edible cookie doughs, there are enough milkshake and sundae combinations to make your head spin. “Over the top desserts” is a phrase used often on their website, and they mean it.

The Yard Milkshake Bar

The Starling

The Signia by Hilton Atlanta 159 Northside Drive NW Slated to open in January 2024, this new hotel will be connected to the Congress Center. Luxury accommodations that are pet and family-friendly, the latest in Hilton’s Signia line will have nearly 1,000 rooms, free wifi, onsite restaurant, concierge, party and pool terraces, and a variety of children’s activities. Lavish lobbies greet guests, while venues—Club Signia, Nest on Four, Homespun, and their signature restaurant Capolinea—provide guests with plenty to do in Atlanta without ever leaving the building.

The Starling

188 14th Street This upscale hotel, with over 450 rooms spread over 26 floors, is less than a mile from the Georgia World Congress Center. With 43,000 square feet of meeting space and 25 private event rooms, the property is established as more than just a high-end place to @EXHIBITCITYNEWS

rest your head. Have breakfast in the Commons and dinner in the lobby lounge and restaurant Lantana. Pet-friendly with a pool, parking, laundry facilities, and a 24-hour business center mean there’s more to your stay than just gorgeous design. As the birthplace of Martin Luther King Jr., Atlanta has a special connection to the US Civil Rights movement. The Martin Luther King Jr. National Historical Park contains the reverend’s boyhood home and the Ebenezer Baptist Church where both he and his father were pastors. The National Center for Civil and Human Rights (100 Ivan Allen Jr. Blvd), both a museum and organization, tells the story of the struggle for human rights.

Signia Hilton Atlanta Pool

National Center for Civil and Human Rights This center is located 1.7 miles from the Georgia World Congress Center and is dedicated to the global human rights movement.

National Center for Civil and Human Rights

ExhibitCityNews.com Jan/Feb/Mar 2024 83

BOOK REVIEW

Reinventing Live: The Always On Future

by Leslie Mujica

erging the experiences of Denzil Rankine and Marco Giberti, two experts in the tradeshow industry, Reinventing Live: The Always-On Future of Events chronicles the industry’s transformation. Providing principles, recommendations and lessons learned in the process, their narrative includes an account of the status quo pre- and post-COVID. Rankine and Giberti outline the responsibilities of those who produce events. They emphasize every position’s role

in ensuring a successful show while highlighting the importance of knowing your market, as they introduce the rest of the text. This guide is recommended for mid-to-advanced industry practitioners as it delves into finance, investors, and EBITA (Earnings Before Interest, Taxes, Depreciation, and Amortization). Although COVID challenged tradeshows to pivot, change was already knocking at the door. Modern Technology, implementation failures of new processes, and a variety of fluctuating infrastructure,

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were existing undercurrents. However, a radical change noted by Rankine and Giberti was the new generation. New generations are not only joining the workforce but are also target audience for future shows. These new laborers, and the new target audience for the industry, are shocked with old-world practices. Adapting for the new generation , such as registration and sales into a

touchscreen format, is a must for the future of tradeshows. Brick-and-mortar stores have been replaced by online shopping. Magazines and newspapers have suffered with the instant delivery of news and advertisements through the worldwide web. Advancements are here and the trade show industry must adapt. Luckily, there are hybrid options depending on the market and the audience your business is trying to reach. Technology is here to stay, but person-to-person will remain vital. Conducting business is not just about camaraderie or change but continuing to develop relationships. Afterall, it’s the relationship between people that built this industry and what will continue to allow it to shine.

PEOPLE

People on the Move

he Exhibition Services & Contractors Association (ESCA) is thrilled to announce that Julie Kagy (right) will take the reins as Executive Director, effective January 1, 2024. She will succeed Larry Arnaudet, who is retiring after a distinguished career in the events industry. Since 2015, Kagy has been the Director of Operations at ESCA, where she’s implemented key improvements, engaged with industry leaders, and overseen several program enhancements. As Executive Director, Kagy will focus on several key initiatives including: member services, industry advocacy, industry security through the ESCA badge, and enhancing ESCA’s official educational program. “In this role,” says Kagy, “I am honored to lead this organization and to be trusted with ushering ESCA into its next chapter.” Her predecessor, Larry Arnaudet says, “Julie Kagy is already a leader in every sense of the word, and I am excited to see how she will usher ESCA into its next chapter.” The International Association of Exhibitions and Events (IAEE) appointed Marsha Flanagan, M.Ed., CEM, as its new President and Chief Executive Officer. With a strong focus on leading innovative strategies and developing collaborations, Flanagan will lead IAEE into its next phase of service to the global exhibitions and events industry, while supporting the association’s core values of advocacy, sustainability, and DE&I initiatives. “We are thrilled with the search committee’s selection of Marsha Flanagan (above right) as IAEE’s next President & CEO. We look forward to witnessing the positive impact Marsha will undoubtedly make in her new role,” says Mark Gnatovic, Executive Vice President, SearchWide Global. She began her new role on December 1, 2023. The National Association of Broadcast86 Jan/Feb/Mar 2024 Exhibit City News

by Kerstan Szczepanski

ers (NAB) announced tradeshow veteran Karen Chupka will succeed Chris Brown as Managing Director and Executive Vice President of Global Connections and Events on January 1, 2024. Brown announced in July that after 25 years of service to the organization, he will be transitioning out of NAB following the 2024 NAB Show. Chupka comes to NAB after more than three decades of leadership experience with the Consumer Technology Association, including executive vice president of CES® and chief strategy officer. In her new role at NAB, Chupka will set the strategy, manage the business, and inspire the people who produce NAB Show, NAB Show New York, and NAB Amplify, an online community of innovators and content creators. Imperial Events Security Services (IESS) announced Jara Blash as their National Director of Consulting. Blash started in the event security industry with IESS as a teenager over 15 years ago. For the past 8 years, Blash has been consulting and managing event security with RA Consulting at many major conventions and public events across the country. IESS welcomes Blash back as she leads and develops their growing consulting division. Nth Degree announced the appointment of Russell Greenway (right) to President of Nth Degree’s ExMS division. Greenway, an industry veteran with more than 25 years experience, has a partner at Zenith LaborNet and joined Nth Degree as part of the Nth Degree-Zenith merger in 2017. He was most recently Nth Degree’s Chief Client Officer. “Russell’s been an exceptional member of the Nth Degree management team,” says John Hense, CEO of Nth Degree.

“We are excited to see what he and his team do next.” Freeman, a global leader in events, announced the appointment of John Herrold as Chief Financial Officer. Herrold’s leadership of Freeman's finance organization will be focused on accounting, financial planning, tax, treasury, and business analysis. Prior to joining Freeman, John was a Managing Director in the Mergers and Acquisitions group at J.P. Morgan. He worked closely with Freeman over the past five years, including the sale of Encore and the Sparks acquisition. During his 15 years with the firm, he worked with clients on evaluating and executing value-enhancing strategic transactions. His experience also includes stints at Accenture and GlaxoSmithKline, where he focused on strategic sourcing and procurement. Exhibitus announced the appointment of Rodrigo Espinosa (above) as Chief Strategist. A veteran of experiential marketing, Espinosa will be responsible for developing and executing strategies to expand the company’s experiential focus and create brand initiatives, supporting client growth both nationally and internationally. Espinosa has more than 25 years of experience in experiential marketing, brand positioning,, sponsorship, communications strategy, integrated marketing communications, global leadership, digital activations, and business development and net-new revenue generation. Espinosa has been known for pushing the boundaries of brand and audience engagement, with notable award-winning programs for companies such as Facebook, TikTok, Intel, HBOMAX Latin America, Shell, Autodesk, Toyota, Coke, HP, IBM, Jeep, Adobe, Clorox, and IBM. Production Resource Group (PRG), a leading provider of production solutions

for entertainment and live events, has announced the hiring of Ariane Coldiron (right) as Senior Vice President, Corporate Events. Heading the Corporate Events division, Coldiron will report directly to PRG CEO Stephan Paridaen. Coldiron was most recently SVP, Brand Experience at Freeman where she worked for nearly a decade. She drove Freeman’s highly successful agency business, developing and implementing go-to-market and long-term strategies while managing a large and complex portfolio of accounts which included Google, SalesForce, Sage, and HP. She also held tenures at experiential agencies Jack Morton, InVision Communications, and TBA Global Events. The Exhibition Services & Contractors Association (ESCA) has announced their new Director of Education & Events: Rachel Rodean. ESCA describes Rachel Rodean as their new “superstar” saying they are “thrilled to have [her] on the team.”

“I am thrilled to join the ESCA team to learn from industry trailblazers Julie Kagy and Mark Murphy. I am looking forward to further developing my skill set with an organization that has such a positive impact in the industry,” Rachel comments on the LinkedIn announcement. Aluvision, Inc. recently appointed Kate O’Malley (right) as Vice President of Sales. O'Malley will be responsible for driving customer satisfaction and success throughout North America. Prior to Aluvision, Kate served as Global Sales Group Director with Encore, where she developed two new departments focusing on better ways to meet and serve customers and partners. “I am so thrilled to be joining the phenomenal team at Aluvision! Following a customer through their creative journey and providing them with the resources

and support they need is my passion, and Aluvision proves every day that this is the same passion that makes up their foundation,” says Kate. Aluvision Inc. announced that Jillian Fafard has joined as Director of Marketing. In this new role, Fafard will be responsible for all brand communication and positioning and will drive the marketing strategy for the U.S. along with the Vice President of Sales. Aluvision Vice President of Sales Kate O’Malley says, “Initially, we were looking for a marketing coordinator to help manage our growing marketing efforts in the US. However, one conversation with Jillian changed the plan completely. We were so impressed by her approach, we knew it was time to fully develop the marketing arm of the U.S. We could not be more excited to see what Jillian will accomplish!”

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ExhibitCityNews.com Jan/Feb/Mar 2024 87

IN MEMORIAM by Kerstan Szczepanski

Joseph Patrick Hogan WESTFIELD (LAWRENCE LAKE), WIS. October 22, 1947 — December 13, 2023

88 Jan/Feb/Mar 2024 Exhibit City News

he Chicagoland tradeshow community lost longtime colleague and comrade, Joseph Patrick Hogan, on December 13th, 2023 when he passed away in his home in Lawrence Lake, Wisconsin. He was born on October 22, 1947 in Chicago, Illinois to Joseph and Veronica Hogan. Hogan grew up in a family with a dozen siblings. He married Evelyn Pavlik on October 31, 1969. Hogan was a longtime member of the Carpenter’s Union. The Hogan family itself is a tradeshow and union staple in the Chicago area, with family in the teamsters and decorators unions, amongst others. Joe was co-owner of the Lakeside Bar & Grill, an industry bar within walking distance of McCormick Place Convention Center. Tradeshow co-workers would

gather there for lunch or end-of-day drinks during events at McCormick. People could also be found there looking for the next gig or after an event had closed, sharing, and comparing convention swag. Rob Wilson, co-founder and CEO of Employco, recalled the Lakeside, as well as Joe’s I&D company, Continental Exhibits. “He was our very first client in 1996!” Hogan’s life wasn’t confined to Chicago. He served as a Navy Seabee in Vietnam and retired to Wisconsin. Hogan spent time as part-owner at Thal Acres Golf Course and Bowling Complex in Westfield. He enjoyed life on the lake and traveling with family and friends. He is survived by his two children, Joe and Jennifer, five grandchildren, nine of his siblings, and numerous relatives and in-laws.

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TRADESHOW ROUND-UP Q1 2024 By Kerstan Szczepanski

Southeast

HIMSS ORLANDO, FL MARCH 11–14, 2024 Over 35,000 people will congregate on the Orange County Convention Center for Healthcare Information and Management Systems Society Global Health Conference and Exhibition (HIMSS). March 11–14, 2024 healthcare information handlers will exchange ideas, show products, and participate in continuing education sessions for education credits in the industry. More than 1100 healthcare tech companies will exhibit cutting edge tech for healthcare information exchange and storage. ACL imaging products, mobile computing carts, PIN protected flash drives, and medical imaging cloud service are just the beginning of the latest products available to healthcare providers. Important issues like cybersecurity, government contacts, and interoperability will be discussed during the conference. Amazon, Microsoft, Oracle, AT&T, and Philips are just some of the companies attending, exhibiting, and open to networking in the all-important, ever growing field of healthcare information.

Southeast

Veterinary Meeting & Expo ORLANDO, FL JAN. 13–17, 2024 Nearly 20,000 people will converge on the Orange County Convention Center for the 2024 Veterinary Meeting & Expo (VMX). The North American Veterinary Community (NAVC) will host its 41st annual conference Jan. 13–17, and will include virtual attendance. The veterinary industry’s first conference of 90 Jan/Feb/Mar 2024 Exhibit City News

the year, VMX presents the veterinary industry’s first continuing education, scientific sessions and hands-on workshops of the year. As many as 580 companies and organizations from around the world will showcase the latest in animal healthcare products, diagnostics, and more in the award-winning Expo Hall. NAVC is the global leader in continuing education (CE) for veterinary professionals. This year more than 1000 CE hours will be offered at the in-person event in Orlando. VMX Virtual will include more than 200 virtual sessions covering industry trends across a wide variety of disciplines and species, livestreamed from Orlando and the Expo Hall.

For an up-to-the-minute calendar of upcoming tradeshows, visit EXHIBITCITYNEWS.COM/TSC

Q1 2024 TRADESHOW ROUND-UP By Kerstan Szczepanski

Southwest

NAMM Show JANUARY 25–28, 2024 ANAHEIM, CA January 25-28, 2024, Anaheim Convention Center will host the National

@EXHIBITCITYNEWS

Association of Music Merchants (NAMM) Show. Over 45,000 people from 94 countries will attend over 500 events featuring some 3000 brands showcasing retail, professional audio, music tech, event production in the music industry. In addition to some 200 performances by artists, NAMM will also feature sessions

aplenty dealing with important music issues like copyright, IP, AI, social media strategies, licensing, and the nature of the ever changing market. NAMM is the biggest and most comprehensive event in the music industry and one of Southern California’s most important conventions.

ExhibitCityNews.com Jan/Feb/Mar 2024 91

TRADESHOW ROUND-UP Q1 2024 By Kerstan Szczepanski

Northeast

NRF ‘24 Retail’s Big Show JAN. 13–16TH, 2024 NEW YORK, NY

Northeast

Seafood EXPO MARCH 10–12, 2024 BOSTON, MA

92 Jan/Feb/Mar 2024 Exhibit City News

The Seafood Expo North America is held annually in Boston, Massachusetts. From March 10–12, 2024, the Boston Convention and Exhibition Center will see over 1,300 exhibitors from 49 countries. The largest seafood trade show in North America, seafood buyers from retail, restaurant, catering, and foodservice will

connect with new suppliers while discovering new products and trends. Freight forwarding and logistics will be detailed; package processing will be exhibited. Fresh, frozen, packaged fish and seafood will be seen and sampled. The expo’s website says it all, “A one-stop-shop to access everything seafood, face-to-face.”

For an up-to-the-minute calendar of upcoming tradeshows, visit EXHIBITCITYNEWS.COM/TSC

Photos by Jason Dixson Photography

Retail’s Big Show is the largest and most influential event in retail. In 2024 The National Retail Federation (NRF) will hold the show at the Jacob K. Javitz Convention Center in Manhattan. On January 13th, the opening party in Times Square will have music, prizes, and Spice and Ice themed drinks. Then on January 14–16 over 40,000 people, with 16,000 professionals representing over 6000 brands, will discover the latest trends and innovations from more than 450 speakers and 1000 exhibitors from all over the world. It is retail’s greatest time to build relationships and experience what the future holds for the industry in the coming year.

Q1 2024 TRADESHOW ROUND-UP By Kerstan Szczepanski

Midwest

Inspired Home Show CHICAGO, IL MARCH 17–19, 2024 Owned and operated by the International Housewares Association (IHA), the Inspired Home Show is North America’s largest housewares tradeshow, and one of the largest tradeshows in the country. On March 17–19, 2024 McCormick Place will host professionals from over 120 countries exhibiting their latest housewares products. Themed areas such as Clean + Contain, Dine + Decor, the Cooking Theater, the Influencer Expo, and more showcase the latest industry trends to some 60,000 attendees.

Photos by Jason Dixson Photography

• Delivery in Las Vegas, FedEx/UPS to all cities • Be a HERO use Horizon Print Solutions and make it EZ • Everything for your show or event from a top quality 25 year supplier!

Color Printing • Rack cards • Brochures • Booklets • Everything else @EXHIBITCITYNEWS

Meeting & Event Supplies • Lanyards & Credentials • Binders, Tabs and inserts • Tote Bags & Inserts • Tickets & Programs

Promotional Products • Giveaways • Table Drapes & Signage • Branded Apparel • Gifts & Awards ExhibitCityNews.com Jan/Feb/Mar 2024 93

The Exhibit City News Tradeshow Calendar Now Lives Online!

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

Find our up-to-the-minute calendar online at

ExhibitCityNews.com/TSC

INDUSTRY SERVICE GUIDE Where to Find Professional Services, Products and Supplies—a Companion Directory to Our Online Guide: www.ExhibitCityNews.com/Service-Guide

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For Service Guide information and rates, call sales at (702) 272-0182. Inclusive categories are available for all your company advertising needs. @EXHIBITCITYNEWS

ExhibitCityNews.com Jan/Feb/Mar 2024 95

INDUSTRY SERVICE GUIDE

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INDUSTRY SERVICE GUIDE

4 Productions 4 Productions is a full-service production company providing ideal technical solutions for tradeshows and events. If you have a message to deliver, a vision to share or a product to launch, 4 Productions is the partner to choose. For Tradeshow Rentals and Production / Corporate Meetings / Special Events / Content Production / Live Streaming / Virtual Solutions: » A/V Rentals » LED Video Walls » Lighting » 3D Mapping » Live Entertainment » Animated Graphics » Storyboarding » Video Formatting & Edits

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ExhibitCityNews.com Jan/Feb/Mar 2024 97

INDUSTRY SERVICE GUIDE

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Trade Show Services

INDUSTRY SERVICE GUIDE

Champion Logistics Group Founded in 1980, Champion Logistics Group has become one of the largest 3PLs in the world. As a privately owned family business, Champion’s success stems from long-term relationships fueled by the highest level of customer service. A full-service logistics provider comprising three separate divisions, Champion provides full-service domestic transportation – which includes a wholly-owned Champion fleet, international freight forwarding, and warehouse and fulfillment. Champion’s infrastructure, experience, and advanced technology services provide effective ways to better handle the global supply chain solutions for companies of all sizes.

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• Delivery in Las Vegas, FedEx/UPS to all cities • Be a HERO use Horizon Print Solutions and make it EZ • Everything for your show or event from a top quality 25 year supplier!

Meeting & Event Supplies • Lanyards & Credentials • Binders, Tabs and inserts • Tote Bags & Inserts • Tickets & Programs

Promotional Products • Giveaways • Table Drapes & Signage • Branded Apparel • Gifts & Awards

Venues

ExhibitCityNews.com Jan/Feb/Mar 2024 99

2024 EDITORIAL CALENDAR* *Content is subject to change QUARTER 1 (JANUARY-MARCH) Print & Digital

• Future Trends for the Upcoming Year • Day in the Life • Budgeting Tips for Exhibitors • Labor Shortage Tips • ExhibitorLIVE Preview • Wow Booth Feature • Tradeshow Calendar & Service Guide • Associations & Advocacy Features

Print & Digital

• 2024 ECN ACE Awards for I&D • 40 Over 40 Part 1 • Sustainability • Day in the Life • Wow Booth Feature • Tradeshow Calendar & Service Guide • Associations & Advocacy Features

Digital only

• Technology / New Products • AV / Lighting / Graphics / Photography • Maximizing ROI • Exhibitor Must Have Products • Advocacy Updates

Focus City: Boston, MA

30TH YEAR ANNIVERSARY (JUNE)

QUARTER 2 (APRIL - JUNE)

• Sustainability • Warehousing/Material Handling • Shipping and Logistics • Innovative Design • Show Management/Kits

Focus City: New Orleans, LA

Print & Digital

• 30 years of ECN • Tradeshow Industry History • Top Convention Centers

• Then & Now • The Future of Tradeshows • Q&A with Industry Leaders • Associations & Advocacy Features

QUARTER 3 (JULY - SEPTEMBER)

QUARTER 4 (OCTOBER - DECEMBER)

Print & Digital

• 40 Over 40 Part 1 • AI Considerations • Virtual and Hybrid Event Considerations • Day in the Life • Wow Booth Feature • Tradeshow Calendar & Service Guide • Associations & Advocacy Features

Digital only

• Ace Awards • General Contractors • Agencies • Insurance/Legal/Contracts

Focus City: Miami, FL

• 2024 ACE Awards • 40 Over 40 Part 2 • Social Media and New Age Marketing • Measuring Marketing Success • Day in the Life • Wow Booth Feature • Tradeshow Calendar & Service Guide • Associations & Advocacy Features

Digital only

• Healthcare • Tradeshow Marketing/Traffic • Security/Safety • Advocacy Updates

Focus City: San Diego, CA

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

Advertiser Index 40 Over 40

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FOR ADVERTISING OPPORTUNITIES: Contact sales: (702) 272-0182, sales@exhibitcitynews.com @EXHIBITCITYNEWS

ExhibitCityNews.com Jan/Feb/Mar 2024 101

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Jan/Feb/Mar 2024 • Vol. 30 • Issue 1 US $12 CAN $18