Exhibit City News - September 2016 by Exhibit City News

Ten Questions with Exhibit Source’s Bob Hopkins

SEPTEMBER 2016 • VOL. 22 • ISSUE 5

The ‘M’ Word Move Over, Baby Boomers Meet The Millennial Movers

The Changing Face of the Tradeshow Industry Connecting with Millennials at Trade Shows Getting Schooled – Educated Exhibits US $6 CAN $8

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TABLE OF CONTENTS

Ten Questions with Exhibit Source’s Bob Hopkins

CONSTRUCTION TAKES OFF AT CCS ACROSS THE COUNTRY

SEPTEMBER 2016 • VOL. 22 • ISSUE 5

The ‘M’ Word

Features 24

Connecting with Millennials at Tradeshows

Move Over, Baby Boomers Meet The Millennial Movers

The Changing Face of the Tradeshow Industry Connecting with Millennials at Trade Shows

Marketing to the nation’s largest living generation

Getting Schooled – Educated Exhibits US $6 CAN $8

EXHIBITCITYNEWS.COM

On our cover: the epitome of an academic Millennial, Sachel Josefson, assistant professor of exhibit design at Bemidji State University.

Tradeshow Booth Visitors Lie Ego, credibility and freebies

Cover Story

International Focus

20-22

UFI Research

The Changing Face of the Tradeshow Industry

HCEAConnect

Different Times, Different Approaches

Rebranding and Renewing

Columns 12

As the Saw Turns Competitors and Comrades

GETTING SCHOOLED – EDUCATED EXHIBITS

Corporate Q & A Exhibit Sources’ Bob Hopkins

The Environmental Side of Polyester Fabric

Did Rio 2016 win for the Environment?

The quest for environmentally friendly solutions

The Green Peice

Employment Strategy Corner How Successful Is Your Hiring Process?

International Man Competing in a One World Market

Ask the Expert Social Media Overload???

Or redefining the custom exhibit

Your Next Tradeshow Exhibit Custom or system?

Employer Reporting Obligations As Related to Employees Under the ACA

Three Pillars of Exhibit Marketing

Interview with Joachim König

Maximize return on int’l trade show investment

In this Issue

The Magic of BizBash

AIPC

10 32 36 58 62 66 68 70 76 78 81 88 94

Systems: the Global Solution

The Snapshot Retirement: David Dean Anniversary: Xibit Solutions International Focus Convention Ctr. Spotlight In Memoriam Education: beMatrix People on the Move The DEAL Exhibit City Puzzler Regional Show Calendar Classified Ads Service Guide

6 SEPTEMBER 2016 Exhibit City News

Ideas, Knowledge, Networking

Networking Bliss Storage West’s Power Couple

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PUBLISHER’S WORDS

A Special Message About One of the Biggest Annual Charity Events in our Industry

his issue, I step aside to present a message from Rich Johnson of Renaissance Management (a call for sponsors, golfers, thoughts, prayers, well wishes, and donations).

Don Svehla | Publisher

Dear friends, On behalf of Ted Peterson, the RSMGC Board of Directors, and our presenting sponsor associations, I’d like to formally invite you to participate in the 22nd annual Randy Smith Memorial Golf Classic. It is with mixed emotions that we announce our yearly event. Like event namesake Randy Smith and all of our previous seventy plus recipients, this year’s families are in need of our emotional and financial support and generosity. A full list of these families will be published shortly on a dedicated section on our website. This year’s event will be held at Chateau Elan in Braselton, Ga., on Friday October 7. As always, we have sincere appreciation and gratitude to each and every one of you that have contributed in the past to the Randy Smith Memorial Golf Classic. Our event has sustained and survived through the years and these current tough economic times due solely to your past and continued support. If you are a first time participant, we welcome you with open arms. We encourage you to freely experience what our returning sponsors, participants and volunteers already know. The RSMGC is an opportunity to be a part of a loving, caring, supportive community of family and friends that have proven to always be there for those in need. Or, as RSMGC long time board member and friend Mike Boone says, “Once you go, then you’ll know!” Thanks again and may God bless each and every one of you for your support. I look forward to seeing all of you on Friday, October 7, at Chateau Elan in Braselton, Ga. Rich Johnson Renaissance Management, Event Director

CSAL

CONVENTION SERVICES ASSOCIATION

AS VEGAS

8 SEPTEMBER 2016 Exhibit City News

For more information or to register to participate or sponsor, please visit www.rsmgc.org

PUBLISHER Donald V. Svehla Jr. 702-309-8023 ext.102 DonS@exhibitcitynews.com

Editorial EDITOR Arthur J. Bloberger 702-309-8023 ext.103 ArthurB@exhibitcitynews.com ART DIRECTOR Thomas Speak Tom@Speak-Design.com COLUMNISTS Calanit Atia Haley Freeman Philip H. Kemper Larry Kulchawik Jim Obermeyer CONTRIBUTING WRITERS Jessica Ablamsky Kathy Anaya Gwendolyn C.W. Campbell William Daniels Richard Ershcik Pat Friedlander Amber Johnson Ed Klein Larry Kulchawik Lesley Martin Allison Pocewicz Rick Walker

Sales DIRECTOR OF SALES Kathy Anaya 702-309-8023 ext. 105 KathyA@exhibitcitynews.com ACCOUNT EXECUTIVE Shane Levin 702-309-8023 ext. 1010 ShaneL@exhibitcitynews.com CIRCULATION Nancy Castino 702-309-8023 ext. 100 Subscribe@exhibitcitynews.com

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THE SNAPSHOT

Cape Town International Convention Centre Photo courtesy of www.cticc.co.za Location: Cape Town, South Africa Opened: June, 2003 Exhibition/tradeshow space: 121,000 square feet Major events held: The Cape Town International Convention Centre has been the stage of many major national and international conferences, including the 21st SolarPACES Conference in 2015, the 2013 International Conference on AIDS and STIâ&#x20AC;&#x2122;s in Africa and the 60th Annual World Newspaper Conference in 2007. Fun Facts: The CTICC resides on approximately 15 acres of Cape Townâ&#x20AC;&#x2122;s Foreshore, which is situated between the historic City Centre and the modern Port of Cape Town. Also within close proximity of the Victoria & Alfred Waterfront and many major hotels, the CTICC is best served by the Westin Grand Hotel, located nearPLUS! by in the north-western corner of Where to eat, the Foreshore. sleep and play In 2009, the CTICC hosted near CTICC on the Final Draw of the 2010 FIFA p. 62 World Cup South Africa. Nobel Peace prize winners FW De Klerk and Desmond Tutu were in attendance. Send in your show floor and convention center snapshots to newsdesk@exhibitcitynews.com.

ExhibitCityNews.com SEPTEMBER 2016 11

COLUMN As the Saw Turns

Competitors and Comrades

started in this business secrecy of closed-door cona number of decades ago ference rooms in our exhibit. as a corporate trade show The PR guys did their best manager for a large computto build anticipation in the auer software developer. I dience for how this release remember how fierce was heads and tails above the competition was the competitions’. in our industry, and They scheduled press how much the marevents. They booked keting guys talked appointments with about beating our key industry influBy Jim Obermeyer three biggest comencers. And they sent petitors on everything from their spies out to see what time-to-market to features in their competition was up to. the latest software release. Meanwhile, I was on the When it came time for our show floor, at dinner, and at industry’s largest annual the local watering hole with trade show, they worked my peers – fellow trade show feverishly to ready the latmanagers – from these same est version of software for big competitors’ companies. launch at the show…always They were my friends. We had pushing until the very last worked for days to install our moment. I remember teams exhibits and all of the A/V and of software engineers decomputer equipment (we all scending on the exhibit to had 5000 square-foot, douwork all night to be sure the ble-deck exhibits with 25-30 demos were ready, all in the computer workstations, big

CONCERTS CONVENTIONS DINING ENTERTAINMENT DISTRICT SHOPPING SPORTING EVENTS

12 SEPTEMBER 2016 Exhibit City News

presentation theatres, and lots of private rooms). We helped each other when we were in a pinch. We loaned each other tools and equipment. We locked arms and went to show management to bring change in show rules when it was needed. All while our respective companies were fighting it out on the battleground of software development. Many years later, I still see this happening on the show floor. Only this time, I see it on our side of the business. I&D companies working side by side on the show floor to get the show open, while their AE’s are competing on the street. Local exhibit houses helping their out-of-town competitors when they are in town working a show and need something built or repaired at the last minute. I have several good friends who are executives and owners of exhibit houses. We share a lot of information, and help each other with difficult projects on short timelines. I think it’s part of the nature of this business. We’re all really working for the same thing: to help our clients achieve their trade show and event marketing objectives. And to do that it requires a concerted effort on the part of lots of different people…designers, producers, I&D companies, show management, show contractors, freight carriers, and on and on. The interesting side benefit to this is that if you “get it,” if you understand this

simple principle of all working together to get the show open, it can really benefit your business. We have met many people through our industry friends that have ended up being clients or referring clients to us. Had we chosen not to build these relationships, and remain reclusive, it would actually have been detrimental to our business...in work we never would have had a chance to bid on and win. The guys I don’t quite understand are the ones who see everyone else as a threat to their success. The guys who won’t help. The guys who think we’re all out to steal their business. The guys who can’t see the big picture. The guys who can’t understand that when we all win, the industry wins. The bottom line is that you can be a competitor and a comrade. We all need to be successful, and to do that we need to compete for and win business. And once we’ve won the business, we need to work with our comrades to ensure the success of the program for our clients. Because if our clients aren’t successful on the show floor, they won’t be coming back. And neither will we. See you on the show floor. Jim Obermeyer has been in the tradeshow industry 35 years, both as a corporate trade show manager and exhibit house owner. He is currently a Vice President at Hamilton Exhibits and can be reached at jobermeyer@hamilton-exhibits.com.

The Green Piece COLUMN

Did Rio 2016 win for the Environment?

ccording to Carlos ArPlanning and hosting the thur Nuzman, former world’s largest event poses Olympic volleyball tremendous challenges in contender and president of the terms of resource manageBrazilian Olympic Comment and strain on existing mittee, “Sports can and infrastructure, espeshould play a leading cially for a developing role in the promotion nation like Brazil. of a more sustainAlthough Brazil has able world. Since the South America’s 1992 United Nations largest economy, the Conference on Envicountry is still strugBy Haley Freeman ronment and Develgling with problems opment in Rio, the Olympic like low per capita income, movement’s environmental high infant mortality rate, awareness has grown. Our goal lack of access to clean water is to integrate sustainability and health care, and poor into all dimensions of the Rio housing. Rio’s metropolitan 2016 Summer Olympics and area has nearly doubled in Paralympics Games and thus size since 1970, and is now create a legacy for all society.” home to nearly 6.5 million These are the first Olympic people. Poor infrastructure Games to be organized in and lack of sanitation make South America. In 2013, the living conditions deplorable UN Environment Programme in some sectors. (UNEP) and the 2016 OlymAmong Rio’s greatest pics and Paralympics Organiz- social and environmental ing Committee put a new set problems is the contaminaof sustainability measures in tion of its waterways, includplace to support the greening ing picturesque Guanabara of the Rio Summer Games. Bay. The glorious beaches Rio’s bid application for the to the south, Copacabana 2016 Games defined three and Ipanema, have long pillars for sustainability: been immortalized in popular song and alluring travel Planet: Transport and brochures, but they are also Logistics, Sustainable Design threatened by environmenand Construction, Conservatal hazards. There has been tion and Environmental Reswidespread outcry over toration, Waste Management the raw sewage, municipal garbage and other pollutants People: Engagement and flowing into water bodies Awareness, Universal Accessi- earmarked for Olympic combility, Diversity and Inclusion petitions, which could potentially harm both contestants Prosperity: Sustainable and attendees. Supply Chain, Management Brazilian officials promised and Reporting to cut pollutants into Gua@ExhibitCityNews

nabara Bay by 80 percent as part of their Olympic bid, but began to admit publicly that such a goal was unrealistic as the games approached. The Associated Pressed commissioned an independent, 16-month study of the waters around Rio, with monthly testing of water sam-

Rio 2016 who had sustainability top of mind, they did manage to score some clear wins for the planet. They avoided the development of structures that would go unused following the games, and they maximized development on existing sites rather than degrade natural land. Sustain-

Green Quote:

“It is the inspiration of the Olympic Games that drives people not only to compete but to improve, and to bring lasting spiritual and moral benefits to the athlete and inspiration to those lucky enough to witness the athletic dedication.” – Herbert James Elliot, Olympic gold medalist, 1960 Rome Olympics

ples for bacteria and viruses found in human intestinal and respiratory tracts. The findings were nothing short of shocking. Early results last year revealed viral levels at up to 1.7 million times what would raise alarm in the United States and Europe. And during the Olympic Games, the biggest green headlines were arguably about the green water debacle at the Maria Lenk Aquatics Center, where pools reportedly turned green due to an accidental infusion of hydrogen peroxide that “neutralized” their chlorine content, resulting in an algae bloom. But in fairness to the many people involved in producing

able features figured prominently in the design of new structures, including use of natural light and LED lighting arrays; rainwater reclamation; and innovative, energy-saving solutions like drilling 15,000 small holes throughout the Olympic Aquatic Stadium to provide natural air flow. The medals manufactured for the 2016 games are also symbols of sustainability. Gold was mined without use of mercury, and silver and bronze medals are hewn from 30 percent recycled materials. Perhaps the greatest win is that when Brazil stepped into the Olympic spotlight, it illuminated the plight of its people and natural resources.

ExhibitCityNews.com SEPTEMBER 2016 13

COLUMN Employment Strategy Corner

How Successful Is Your Hiring Process? Time Kills Deals — and Hires!

fter a long and costly face it, no matter how excitrecession, many ing any of the candidates are, employers, thankwe’re all pretty tired of them fully, are hanging the “we by election day! are hiring” sign again in So, how does this relate their windows---and to the hiring process--the hiring cycle for and how we construct many job hunters is it in our companies? beginning again in I know some compaearnest--- in many nies where the hiring areas and in many By Philip H. Kemper process resembles phases of Industry. more the sprawling, This being an election in interminable U. S. elections the U.S., I was thinking the than the crisp, tightly manother day how this hiring cycle aged, relatively short process process contrasts to the to the of the French. Why is this? election process in the United For the most part, I think States and, say, France. France it’s because these managers has a short time-frame for believe that the longer the their presidential elections. process, the better the result. Their process often starts in February with two rounds of Longer Process Doesn’t voting. Then, the official camMean a Better Result paign will start in April---and Many hiring managers feel the results of the general electhat a long process will give tion will be announced in early them these advantages: May. During that time, they will manage to narrow down »» A clearer idea of who the the candidate field and elect candidate is; a president---all in less than »» An understanding of how the four months. Wow---what an candidate will perform on the job; accomplishment! »» Insight into how the candidate will Now, compare that to the adapt to company culture, and process we have here in the many other factors. United States. We begin the campaign close to two years I disagree. I just don’t think before the presidential elecan extended process does that. tion. We go through tedious As a matter of fact, I think you and noisy primary elections in are in serious risk of losing all 50 states. Then we are bar- your top candidates to your raged by opinions from every long process. Many times, top political pundit on Earth, are candidates think a long hiring polled by every newspaper, process is a sign of indecision, and we have listened to every and they shy away from join(frequently) boring debate the ing a company they perceive networks have to offer. Let’s as indecisive. And then, there

14 SEPTEMBER 2016 Exhibit City News

is the competition. In this tight market, losing candidates to competition is painful enough. But, when you lose them because of what you do, that’s absolutely excruciating Tighten the Process Here are five strategies that will help tighten up your process:

»» Establish a Deadline: Make sure you set a deadline date for your search to be over. Sure, it may slip a day or week, but have a goal — that’s important! »» Organize Your Team: If you are having a few people involved in the process, be sure they are lined up behind your deadline goal. Like a good campaign manager, coordination is key. »» Keep It on Track: Be adamant

about the process staying on track. Don’t be sidelined by other projects that may knock you off your timetable. »» Wrap Up the Deal: Be hands on all the way through the process to make sure, at the end of it, you get your best candidate. Take personal responsibility for seeing that the hire is made. »» Celebrate the Hire: Well, you don’t quite have to throw a formal ball, but celebrate your hire with your team and your new employee. Have a fun lunch, “getting to know you” time, whatever, to get everyone off on the right foot. Philip Kemper is Founder/President of KemperAssociates, a 39-year-old Chicago-based national executive search firm. Phil can be contacted online at kemperassociates.org or kemperassoc@hotmail.com.

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COLUMN The International Man

Competing in a One World Market

recently attended an LPGA good drive. Although I did not golf tournament held near understand, no words needed my home in a Chicago sub- to be said to understand the urb. The professional ladies meaning of a fist shake as eight golf tournament was called countries stood together to the UL International Crown, cheer on their teams. This a global event that was world competition featured golf team and cooperation at competition between its best. In the end, the top eight qualifythe final winners and ing countries. losers were cheered With Chicago being by all – after all, they By Larry Kulchawik a cosmopolitan mix were the best female of cultures and nationalities, golfers in the world! the event was well attended Like in the world of internaby viewers and fans from tional trade show marketing, around the world. You had you must quickly adapt to the feeling you were attending the ways of the world when the Olympic games with male competing abroad. In a single and female spectators reekworld marketplace you think ing with national pride and global, but must act local. To spirit, cheering loudly for their compete on the world stage country favorite. All spectators for sports like tennis, baseball, respected the opposing cheers hockey, vollyball, and golf, from each country favorites, English is a common language, and no one booed, after all golf and the dress, equipment, and is a gentleman’s (gentlewommannerisms of the players have an’s) game, based on honor and honesty. Their equipment, their dress and their mannerisms were all the same. The sport has evolved with each competitor cloning the best way to act and play the game. Throughout the event, each country freely expressed their emotions with other country’s fans. At this event, cheers were heard in several languages, but all players understood English and were coached to adapt internationally with their golf tools and skills. As team Thailand teed off, the cheering group sitting next to me shouted out, “Sŭai!” (meaning Beautiful!) and extended a fist shake in recognition of a 16 SEPTEMBER 2016 Exhibit City News

evolved and have been copied to be somewhat the same from country to country. On the flipside, sports like soccer, cricket, and rodeo riding remain unique to their regional audiences; they think local and act local. Many American companies are now very good at recalculating their marketing strategies when exhibiting abroad, but many have not and continue to think and act local. These country exhibitors risk being misunderstood and appear out of place. As the world of trade continues to evolve, the rules of engagement and honor between countries are melding to have a common flavor at trade shows. Those who elect to violate the common rules and ways of the world will pay the price, being stained as dishonorable and not liked. Those who are skilled, well behaved, and respected

in business and in sports, are usually cheered by all when they win. The positive image achieved when playing by the rules and winning, is especially true in individual sports like tennis, golf, and trade show marketing, where honor and player personalities play a role in your decision to select who to cheer for (or buy from), regardless of their sex, race, nationality or religion. Positioning your brand of play effectively creates a sense of good will toward a company, or a golfer, when they perform well and win. My golf day experience made me feel like I was in another country, when I was actually two miles from my home. Funny to see how everyone attending the event recognized this international environment and quickly adapted and behaved with ‘one world’ thinking, if just for a few hours.

COLUMN Ask the Expert

Social Media Overload???

eeling Social media overMy number one piece of load – I have been there… advice: add pictures and vidhave you? Sometimes I eos. We live in a visual world. miss the good old days People need to be stimulated The millennial generation to read your posts. Today, it is grew up with it …for them it all about images and visual is a natural part of life, stimulation. I always for the rest of us not so add pictures to my much, we had to adpost in all formats. just and learn the new Always! People are ways of the world. less likely to read just In the past, in order text, unless it is on By Calanit Atia to sell your product and Twitter. But still, I alservices, a company had to ways add an image with links have a website, blog newsletIn the past, marketing ter, and advertise in different and sales departments did media medium. Now, those are not communicate or synonly part of the sales and marergize their plans. Today, keting process. Now it is all they are intertwined. Social about social media taking over media, which is basically our worlds – Twitter, Faceyour marketing, can and will book, Instagram, LinkedIn, determine your sales strategy YouTube, blogging, to name and vice versa. For example, a few. A company’s future if you see a surge in one area depends on them. Today, if you of services on social media, are not there, you don’t exist! then you should offer a sales The million dollar quespromotion. For example, A tions everyone always asks to Z Events, of which I am me, since I am a social media president, is a Las Vegas maven, is how much should destination management you write, how often, what company as well as a nationcontent, and which format. wide entertainment agency. Each format has its own I had posted on social media followers that you must that we had brought a Monrecognize as you start the ey Booth Game rental to an social media campaign. For exhibitor booth. We had so example: LinkedIn is more many people commenting on about clients, business and a that, it made me offer a spebit more serious; Facebook cial promotion in our newsis about fun and creating a letter on that item. buzz; Instagram is images and Tracking social media is pictures; Twitter is fast and to very important! It became the point with only 140 chareasier with Facebook sending acters – which I must admit you weekly update reports on it is hard for me still today. It your pages, while LinkedIn is all about connecting with shows you a graph with your other people especially if you trends. Add live chat to your are on a trade show floor. website and you will know 18 SEPTEMBER 2016 Exhibit City News

exactly how many people opened it and which pages – very important! It’s a great way to see if your posts are working. My Money Booth Game rental page got 200 views, thanks to my posts. Social media management, most of the time, is left to the owner/president, unless you have the funding to hire a marketing manager. A great option is to hire an intern to assist with your social media. You can also get a professional, such as myself, to train everyone on social media to project the image you want to project. No matter what the case is, though, everyone in the company should be involved. The more presence online, the better. Every time they are on the show floor, your coworkers need to tweet, post on Faceboook, etc. Social media is now part of the sales process, like calling clients and sending proposals and contracts. Personally, I spend two hours every day on social media. It is not an option anymore; it is part of my sales job. My friend spends an entire Friday deciding posts for the week. Whatever works for you. The rule I use is: 60 percent fun, inspirational, educational and show where I am posts to 40 percent actual services and promotions. On top of it all, I write a weekly blog, which may take a much longer time. Not to mention that I take pictures of everything I do, which, if you follow me on Facebook, Twitter, LinkedIn,

etc… you already know. YES sometimes it gets to be too much and I want to throw away my phone...LOL! Have you been there? I am sure. Overwhelmed with social media? You are not alone! I find myself needing a break once in a while. Hootsuite.com and Facebook have made it a bit easier on us, since you can schedule posts in advance. Instead of posting daily, you can predetermine what to post. Please do not forget the hashtag – “a word or phrase preceded by a hash or pound sign (#) and used to identify messages on a specific topic.” It is very important to include these in every post. Basically, they are the “subject.” People search posts by subject. I often utilize #EventPros, #LasVegas, #Exhibition, #Exhibits and the name of the trade show and events – their hash tag. This will expose you to a new audience and therefore, new followers. At the end of the day, try to see social media as fun and a great way to connect on more of a personal level with your clients, vendors and friends. Calanit Atia is founder and president of A to Z Events, an award winning event planner, a Las Vegas ambassador, social media maven, columnist, Air Force veteran and speaker. She can be contacted at Twitter: @CalanitAtia, Info@ AtoZevents.com, facebook.com/ calanit, linkedin.com/in/calanit and instagram.com/calanitatia.

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Move Over, Baby Boomers - Meet The Millennial Movers

with information, and hungry for authenticity. As illustrated by the stories of John and Alex, each generation shares its own experiences that shape their worldview in how they approach work and define success. For the first time in history, five generations work side-by-side. But to work together effectively, generations must understand their divergent worldviews.

John and Alex Fricke

The Changing Face of the Tradeshow Industry Different Times, Different Approaches BY LESLEY MARTIN

WHEN JOHN FRICKE started as a salesman at Derse in 1977, he was loaned the corporate car and a directory of local manufacturing companies. He studied the directory’s limited information – address, the number of employees, etc. – then picked his prospects. 20 SEPTEMBER 2016 Exhibit City News

Donned in his suit and tie, John drove to their offices and asked the receptionist if he could meet with the tradeshow exhibit manager. Fast-forward 39 years later to meet John’s son, Alex, who follows in his father’s footsteps at Derse. He sells

face-to-face marketing, but rarely meets prospects faceto-face the way his dad did. Using technology, Alex can reach prospects anywhere in the world from his desk. But is selling any easier? Not at all. Today, people are starved for time, overstuffed

Reshaping the Economic Foundation Born at the end of WWII, Baby Boomers learned the value of a strong work ethic as well as the fear of scarcity from their depression-era parents. At 75 million1 strong, Baby Boomers drove cultural and consumer revolutions that built the foundation of the modern economy. As a result, Baby Boomers have a hardearned seat at the executive table, and they’re not giving up quickly to the young hotshots – the Millennials. At more than 84 million in the US alone1, Millennials surpass Baby Boomers as the largest generation in history. In 2015, Millennials comprised about 34% of the workforce. By 2030, the US Bureau of Labor Statistics predicts that Millennials will make up 75% of the workforce.2 With a mindset unlike any generation before them, Millennials use technology, collaboration and entrepreneurship to create, transform and rebuild entire industries.3 So what does this mean for face-to-face marketing? First, we need to get them here. “There is growing concern surrounding the fact that many workplaces in the trade

show industry do not have a greater balance of millennials on their teams. Millennials make up a large percentage of today’s workplace professionals, and much of our industry is behind the curve,” said Amy Sondrup, Managing Director at Access TCA. While Millennials are the majority in other innovative industries, like technology and healthcare, the tradeshow industry lags. But if there’s 84 million Millennials… where are they? Hiring for the Invisible Industry Unknown to the public at large, the tradeshow industry is like a spider’s web – it’s invisible until you’re close enough to see it. Once you stop to look, you notice the intricate details that weave together the final product: an exhibit booth. Understanding the pattern takes years of bumbling through the threads of exhibit houses, contractors, labor unions, etc. Inexperienced people cause tangles that are painful for both the learner and the teacher, thus the industry tends to hire those already familiar with its processes and limits itself to its own web. According to a college graduate employment study by Accenture, 4 in 5 of this year’s graduates said they considered the availability of jobs in their field of study before deciding on their major. While those who earn business, marketing or design degrees learn skills that are applicable to the tradeshow industry, these graduates actively pursue jobs in flashy industries, like advertising, tech, or design agencies

– and most do not know that the tradeshow industry even exists. When considering that 21% already had jobs upon graduation4, the tradeshow industry must wake-up and reach outside its own web for the next generation of talent. “If we could generate greater awareness of the trade show industry in the university system, more millennials would seek our industry out after graduation, ready to get to work.” said Sondrup, who is a former professor at Westminster College in Salt Lake City, Utah. “At the rate that universities are pumping out business, advertising, and marketing majors, it is a shame that so few are using their creative talents to tell the story of face-to-face marketing.” Tradeshow Academia When it comes to formal tradeshow education, Bemidji State University’s School of Technology, Art & Design offered the first and only undergraduate exhibit design program in the US. Since the program’s inception in the 1980s, only one other university (Fashion Institute of Technology NYC) has added a graduate program in exhibit design. When considering that Marina Malanciuc Presenting at Annual Portfolio Review Day

“At more than 84 million in the US alone, Millennials surpass Baby Boomers as the largest generation in history. ” there are more than 5,000 universities in the U.S. alone5, it’s an alarming gap in academia and the industry. For tradeshow industry folk, the lack of formal education means that the business is learned hands-on at the University of Hard Knocks. Without higher-learning tracks for students to follow, lifelong academics often bypass the tradeshow industry and specialize in established fields of study. As a result, very few people have the industry experience and higher-learning credentials to write textbooks and teach tradeshow-related courses. One of the few people that represent the tradeshow

industry in higher education is Sachel Josefson, an exhibit design professor in The TAD School at BSU. He worked at Czarnowski in Las Vegas and Atlanta before setting out on a quest to research tradeshow discipline. “At BSU, we work closely with industry to make sure our students are meeting the current demands of the industry,” said Josefson. The coursework focuses primarily on the knowledge and skills required to become exhibit designer, primarily for the tradeshow industry. From its roots in construction and architecture, the course continues to evolve with the industry to meet its demands and trends. “Exhibit design students are taught to think beyond tradeshow exhibits as structures, but more importantly as meaningful places that facilitate complex multilayered experiences for event attendees, each with their broad set of physical, emotional, and intellectual needs,” he said. Josefson explained that starting the exhibit design program at BSU can be a “leap of faith Continued on p. 22 ExhibitCityNews.com SEPTEMBER 2016 21

Move Over, Baby Boomers - Meet The Millennial Movers Continued from p. 21 for students” who often know nothing about tradeshows or exhibits. “We spend a tremendous amount of time trying to get our students to understand what a tradeshow is. But once students get exposed to the excitement on the tradeshow floor, they start taking their learning to the next level and get excited about their futures.” Because of the steep learning curve involve in the industry, then it’s no surprise that more companies that want to hire BSU’s students than they have students available. Deepening its connection to the industry, Bemidji is looking to add a Detail-Engineering program so its future graduates can work in exhibit house detailing departments – possibly the discipline hurting the most for young workers. To introduce young people to the industry and increase awareness at the university level, exhibit houses can develop internship programs and partner with regional colleges. When successful interns return to school, they may become advocates within the system and spread knowledge to other students. The companies that do this successfully have a compassionate understanding of the Millennial mindset and an onboarding program in place. Onboarding Millennials to the Tradeshow Industry On track to become the most educated generation in history, Millennials learned in highly structured classrooms, in which students followed the syllabus and received clear feedback from instructors. When they encounter the unpredictability of the tradeshow industry or 22 SEPTEMBER 2016 Exhibit City News

don’t receive that feedback, they might feel that something is wrong. “When we don’t win a project, I wish we could know the reason why,” said David Capalbo, a Millennial who works as account manager at Idea International, Inc. Capalbo is from Germany and works with clients from all over the world, so the feedback he receives can be significantly different based on communication and cultural differences. “Sometimes we find-out, sometimes we don’t, but it’s a different reason every time and you can’t prepare 100%,” he said. To thrive in the erratic tradeshow industry, Millennials must cultivate patience and understand that learning comes from experience. “Everything is learning by doing, so every project is a plus point for me,” continued Capalbo. Some Millennials, like him, enjoy the excitement and learning from colleagues. Mentorship is essential to fulfill Millennial’s deep craving for guidance as they struggle and grow through the process. When John Fricke was a young salesman at Derse in the ‘70s, he was grateful for the senior team members who “allowed a younger person to walk side-by side with them, so the junior person was not starting out from scratch.” The significance of support rings true today for John’s son, Alex, who said, “Salespeople who’ve gone through the heartbreak of losing a sale can give insight and advice that’s critical to keep younger sales pros head’s up.” As shown by the plethora of social medias, Millennials are community-oriented and flourish in workplaces that

From left, Brian Spurlock, Sungsik Oh, and Ian Michie of Idea International, Inc.

encourage collaboration and leadership regardless of skill level and experience – which can yield huge benefits for the company. Growing with the Change Marisa Pacheco was 24-years old when she started as freelance graphic designer for Hill & Partners. Young in her career, Pacheco asked questions about branding that were not considered before. “I was a little nervous to encroach on territories, but it was something I was passionate about,” Pacheco admitted. “My questions opened a dialogue how their brand was displayed and perceived in the marketplace, which helped guide the company grow through the lens of marketing and brand… and think outside the industry box.” Twelve years later, Pacheco moved-up through the ranks to become Hill & Partners’ senior graphic designer and an influential member of the team. As she grew in her role and helped the company evolve, Pacheco witnessed the shift in the industry from C-suite male dominated

events to the inclusion of all levels and women – a ubiquitous sign that collaboration drives progression and profits. “The collaborative mindset of Millennials tees them up for fostering and supporting new ideas or ways of thinking, which is valuable to any organization in any industry,” she said. “When hiring, Hill & Partners is always looking to see how the individual can add value in a unique way, not necessarily how many years they have under their belt.” References: 1. Fry, R. (2016, April 25). Millennials overtake Baby Boomers as America’s largest generation. Retrieved from http://www.pewresearch.org/facttank/2016/04/25/millennials-overtake-baby-boomers/ 2. How the Industry Can Work with Millennials to Drive Positive Change. (n.d.). Retrieved August 18, 2016, from http://thesodareport.com/industry/how-industry-work/ 3. The Millennial Disruption Index - The Millennial Disruption Index. (n.d.). Retrieved August 18, 2016, from http://www. millennialdisruptionindex.com/ 4. College Grads Enjoy The Best Job Market In Years. (17 May 2016). Retrieved August 18, 2016, from http://www.cnbc.com/2016/05/16/ college-grads-enjoy-the-best-job-market-inyears.html 5. How Many Colleges And Universities Do We Really Need. (20 July 2015). Retrieved August 18, 2016, from https:// www.washingtonpost.com/news/gradepoint/wp/2015/07/20/how-many-collegesand-universities-do-we-really-need/

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ExhibitCityNews.com SEPTEMBER 2016 23

Move Over, Baby Boomers - Meet The Millennial Movers

Connecting with Millennials at Trade Shows COURTESY OF THE TRADESHOW NETWORK MARKETING GROUP

IT SHOULD COME as no surprise that marketing to Millennials is not the same as marketing to other generations of consumers, which has big implications for trade shows and other events. The good news is that Millennials want to develop relationships with the businesses that reflect their interests, they prefer face-to-face interaction, and they identify with and support their favorite brands. The bad news is that they are hard to reach through traditional marketing approaches and channels. That means that trade show marketers need to create experiences in their exhibits that will draw in millennial buyers. Who are the Millennials and what do they want? “The Millennials have surpassed Baby Boomers as the nation’s largest living generation,” reports the Pew Research Center, citing U.S. Census Bureau population estimates. “Millennials, whom we define as those ages 18-34 in 2015, now number 75.4 million, surpassing the 74.9 million Baby Boomers (ages 51-69). And Generation X (ages 35-50 in 2015) is projected to pass the Boomers in population by 2028. The Mil24 SEPTEMBER 2016 Exhibit City News

lennial generation continues to grow as young immigrants expand its ranks.” According to blogger Tamar Frumkin, “Millennials grew up in a culture of internet and mobile, demanding constant online access, owning multiple connected gadgets, and are likely to choose to spend time with friends online instead of in person. Millennials, not renowned for their rigid attention spans, switch between laptops, smartphones, tablets, and TV more than 27 times an hour (Pew Research), and the vast majority use two or more devices simultaneously while watching TV. …Given the fact that the majority consider technology to be an actual part of their identity, (the Millennials) are clearly a consumer force to be reckoned with.” So it begs the question: do Millennials, otherwise known as Generation Y, want the face-to-face interaction that a trade show event brings? Research indicates that positive, personal interaction can spur brand loyalty. The Boston Consulting Group states, “Millennials expect a two-way, mutual relationship with companies and their brands. We call this the reciprocity principle. Through the feedback they

express both offline and online, Millennials influence the purchases of other customers and potential customers. They also help define the brand itself. The Internet, social media, and mobile devices greatly amplify Millennials’ opinions and accelerate their impact. Companies can expect that a positive brand experience will prompt Millennials to take favorable public action on behalf of their brand. A bad—or even just disappointing—experience can turn a Millennial into a vocal critic who will spread the negative word through social media, reviews, and blogs. And that criticism can go viral.” The challenge for marketers at trade shows is to cultivate relationships in person, create a powerful brand experience in the booth, and

support the effort with social media and technology. Harnessing the power of face-to-face marketing Trade shows can be targeted to either businesses or consumers. Either way, with Millennials in the workforce, exhibitors need to create an experience that will appeal to their preferences, as well as to older generations. “It can be challenging for companies to adapt to the rapidly evolving needs of a huge new consumer base – especially when they are as nuanced and subtle as customer service expectations,” Frumkin observes. Trade shows are where everything new starts. Companies that are exhibiting don’t bring their old stuff to put on display. They introduce the

newest, greatest, and the best, which is why Millennials will flock to trade show events. They need to stay ahead of the game and want (and crave) the latest advances. Following are tips on how to create a great exhibit experience for Millennials and other visitors. Cultivate relationships between booth staff and attendees Let’s face it. Going into some booths can be daunting for attendees, especially if the staffers are talking with one another, looking bored, or even worse, ready to pounce on anyone within a ten-foot radius. Since marketing to Millennials requires building a relationship, booth staffers should look at interactions as a long-term investment. You

may not sell anything to an attendee on the show floor, but you can make them want to do business with you in the future. A good place to start is by asking them about their interests and needs. When it comes to cultivating relationships, the Boston Consulting Group advises, “To sustain Millennial loyalty to their brands, companies must engage Millennials individually and in small groups through direct, two-way communications. More than other generations, Millennials desire opportunities to interact with brands, to be listened to anywhere and anytime, and to have personal, timely, and straightforward communication about their concerns and experiences.” When asked to name the most important things brands can do to “engage and interest”

them in the BCG research, “… Their top two responses were to reward their loyalty with discounts and promotions and to ‘be authentic.’ These were also high on the lists of GenXers and Boomers. But more Millennials than other generations also listed being available, supporting causes, and having a brand personality.” At shows where giveaways and promotional items are allowed, make sure to match your promotional items to your brand identity. Consumer product exhibitors may want to offer samples or special offers. Business-to-business marketers with longer sales cycles may want to make a good first impression at the show and follow up later with an opportunity for more discussion. If your company supports a good cause, you may want to highlight your good works in your display. Use technology to invite attendees into the conversation Examples include: »» Instant content marketing, including event images and social media posts »» Video walls that serve as largescreen social media streams to provide real-time interaction that encourages people to participate »» Smart personalized content and alerts »» Interaction with wearable technology »» Event intelligence Include trade show events as a strategic element of your marketing plan In an article for Inc., Laura Montini points to in-person events as the marketing tactic

of choice for B2B marketers. In-person events, including trade shows, are still one of your best bets for marketing, because Millenials are looking for an experience with their preferred brands. They are pushing businesses to change their ways and put the customer first. They are exercising their influence and their voice through social media and personal referrals to their favorite brands. While many label this generation as selfish or entitled, marketers owe Millennials a tremendous amount of gratitude for helping to reshape customer service by raising the bar of expectation. Millennials are here and are growing in numbers. Be sure to incorporate their buyer persona into your trade show marketing strategy. The Tradeshow Network Marketing Group is a full-service trade show company based in the Chicago area, which serves clients nationally and internationally, with exhibit design and marketing services. Their displays include modular exhibits, island exhibits, and custom rental displays, along with a full line of trade show accessories. They provide comprehensive trade show services including exhibit design, exhibit installation and dismantle, trade show logistics, exhibit storage, exhibit management, and trade show marketing strategy and services, including website and print design and production. Sources: Millennials Overtake Baby Boomers as America’s Largest Generation, Pew Research Center; The Future Of Customer Experience: How To Adapt For Millennials, Gen Z, And Beyond, by Tamar Frumkin, getresponse.com; What the Smartest Content Marketers Have in Common (Infographic) by Laura Montini, reporter, Inc.; The Reciprocity Principle, How Millennials are Changing the Face of Marketing Forever, Boston Consulting Group.

ExhibitCityNews.com SEPTEMBER 2016 25

Move Over, Baby Boomers - Meet The Millennial Movers

Students enrolled in the Bemidji State University Exhibit Design Program are exposed to a variety of real-world exhibiting scenarios to hone their design skills.

Getting Schooled-Educated Exhibits As the exhibition industry continues to grow, universities are increasingly stepping up to unleash crops of well-trained professionals BY AMBER JOHNSON

WITH THE ALLURE of trade shows largely rebounded since the Recession, more companies than ever before are trying to carve out a space somewhere in the exhibition industry. But even as the growth of the industry tracks upwards, the challenge for many businesses, whether they are exhibit design houses, experiential marketing firms, or companies looking for internal trade show staff, is hiring employees who are adequately trained to jump right in. Many who find themselves working around exhibitions say they just fell into it, with perhaps one corner of their training overlapping a skill necessary for trade show planning. The rest of their expertise comes trial-and-error style, often on 26 SEPTEMBER 2016 Exhibit City News

the show floor, which can be an expensive place to learn. “I was a marketing coordinator at a small company when my boss basically handed me a list of possible trade shows he wanted to exhibit at and said to get on it,” said Kasey Knott, a trade show manager at Flourrite Co. “It was a tough learning curve, because there are things about working in the trade show industry that are unique from every other marketing application. I made a lot of mistakes.” Knott’s story is anything but unique, and a host of certification programs have sprung up to try to fill in the gaps in training that many working around trade shows find themselves with. It was not a perfect solution, Knott said, but it

has been better than nothing for people who stumbled into the world of exhibitions. But the U.S. Department of Labor and Statistics says that the meetings, conventions and events industry is on track to grow even more over the next decade – outpacing the general job sector by 10 percent – and a handful of universities around the country have taken note. The result is a growing field of study that recognizes that conventions, exhibitions, and trade shows are unique animals - even from other areas of the meetings industry – and that executing them well demands a special cocktail of skills that crosses a surprisingly large assortment of previously unrelated disciplines.

At Bemidji State University in Minnesota, the Exhibit Design program, which attracts students from all over the world, overlaps, among other things, interior design, product design, model design, architecture, graphic design, multimedia, sustainability and construction, said Sachel Josefson, an assistant professor in the Technology, Art, & Design Department. Under the program’s intensive focus, students learn not just general 2-D and 3-D design principles, but also human-centered design that considers the end experience, such as traffic flow, typography, and technology, to implement logic that reaches far beyond designing a pretty exhibit. The program, which has

been churning out graduates since the early 1990s, is heavily geared for those destined for exhibit design houses, though Josefson said some who are aiming for the trade show manager side of the industry will double major in marketing and exhibit design for a comprehensive education. Also, university officials are contemplating an experiential marketing major that will focus on events, exhibits, merchandising, and other trade-show-related skills to more directly meet the growing needs of that population of students as well. Needs are growing not just because of the number of new people entering the industry, Josefson said, but because executing face-to-face marketing well has never been more necessary. “I believe exhibit industry education is important because, in a society that is saturated in technology, events like tradeshows facilitate extremely meaningful face-to-face experiences for individuals,” Josefson said. “But this industry is expensive, therefore, if not executed effectively or if the full potential of exhibiting is not realized, then the future of the industry is unknown.” The Fashion Institute of Technology in New York boasts undergraduate and graduate degrees in Exhibition Design that aim to take someone’s interest in a design or communications field and whittle it into the perfect tool for executing exhibitions. Like Bemidji’s program, FIT wraps a multitude of disciplines together for a highly targeted education that more generic programs can’t achieve. Associate professor Christina Lyons, who is the chair of @ExhibitCityNews

the Graduate Exhibit Design program at FIT, says that while students there are studying design principles, they are also studying storytelling. “We give student techniques to uncover and reveal stories through process and research and interpret those stories with design devices in a way that can move, educateand inspire audiences,” Lyons said. Also, as an underpinning for the profession, the ability to communicate ideas and messages factors heavily in the curriculum, as does creating an experience rather than just a place. Chris Dorn, president of

graduates than they have students, so placement after college is not an issue. But Dorn acknowledges that exhibit design wasn’t even a career on his radar when he was a high school senior looking for a university. Instead, he said, he seemed likely to follow in the engineering steps of his father, with the distinction that he liked to construct things like skateboard ramps rather than whatever it was his father was building at John Deere. Once in the Design and Technology program at Bemidji, however, he says a fascination with the CAD machines and the

“They are stewards of the profession, ambassadors of the next generation.“ exhibit house Idea International and a graduate of Bemidji’s exhibit design program, agrees that it is old thinking to believe that if you build it, they will come. “A plan has to be a lot more savvy than just developing an environment that looks really cool,” Dorn said. “You have to tie it into a brand’s message and think about the experience as a complex package, and this program shows you how to do that. Bemidji is at the forefront of getting people on the ground in the real-world side of the exhibition business.” For Dorn, the real world meant a job right out of college with Derse, an exhibit design house and experiential marketing firm. In fact, both universities say that they have more companies looking for

concepts of designing huge, intelligent spaces appealed to him, and he was hooked. For other would-be trade show professionals, some meeting and event planner degrees offered at universities around the country make a special effort to incorporate learning about exhibitions into the curriculum, although few offer a distinct exhibition and trade show tract. More often, subjects pertaining particularly to trade show environments are presented in just a course or two, with the bulk of the curriculum centered on the general topics of hospitality management. Graduates most often leave those programs prepared for positions at hotels, tourism agencies, sports venues, and

meeting planning outfits. But while the concepts of contracting, planning, organizing, and executing an event are somewhat generic, the nuances of doing so in a trade show environment demand a specific focus that can be difficult to provide in a broad curriculum. But programs like the one at Indiana University – Purdue or Rosen College of Hospitality Management at the University of Central Florida, while offering a deep core in the broader topic of meetings, events, or tourism management, do supply students with the option of more intensive courses in trade show management should a student so desire. At Rosen College, for example, students seeking a Bachelor’s Degree in Event Management do take a host of required courses in general hospitality management, but then they also have the opportunity to specialize in exhibitions with higher level courses in exhibit and trade show operations, international events, and advanced trade show management. Purdue offers similarly targeted courses aimed at giving students precisely the mix of skills they need to succeed in a trade show environment. Josefson says that while such highly targeted programs are a rarity at the moment, he believes the education world is changing to better provide skills-based learning. “In looking at higher education before World War II, colleges and universities were primarily for the elite and the education was more general,” Josefson said. “But the GI Bill made college education accessible for millions Continued on p. 28

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Move Over, Baby Boomers - Meet The Millennial Movers

of Americans, causing a surge in colleges, universities, and student enrollment. As more students attended colleges and universities over the years, the academics became increasingly more career and industry focused. If academia continues to become more and more specialized, I foresee exhibit industry education becoming taught more on a mass scale.” Until that happens, he said, the small number of programs like Bemidji’s will continue to attract a global student body comprising people who want a deep core in an industry they can’t learn about in many other places. Even education programs as long lived as Bemidji’s and FIT’s have had to gradually shift their focus over the years as technology and experiential concepts came to the forefront of the show floor. Decades ago, designers were often creating spaces for the sake of design, and now they must conceive them for the brand, taking a company’s catch phrase, theme, or image and turning it into a 3-D or 4-D environment, said Dorn. “It used to be that exhibit houses brought designers to the table to discuss return on investment,” he said, “but now they bring them to the conversation to talk about return on experience.” But students are not being taught which designs are better than others, Lyons said. Rather, they are being taught to use an analytical process that uncovers both their own creativity and the specific needs of a client. “Our education centers around understanding the specific motivations and desires of visitors,” said Lyons. “We nurture a process that enables studentsto 28 SEPTEMBER 2016 Exhibit City News

overcome preconceived notions of what exhibition design is or what has been done before. Students must explore, investigate, and go beyond what has been done. We strive for an innovative and unique contribution to the profession.” Similarly, Bemidji students are taught that the end result on the show floor is so much more than an assemblage of shapes, colors, and textures. “Exhibit design students at Bemidji States University are taught to think of trade show exhibits as complex, multilayered experiences for attendees with a broad set of physical, emotional, and intellectual needs,” Josefson said. Unlike decades ago when bells and whistles were attached to exhibits with little thought, Dorn said, designers – good designers anyway – need to be able to articulate why an idea ties into a company’s message and how an investment in that idea moves a company forward. Forming and executing such intentional ideas are at the core of the university programs available today, and everyone seems to agree that the industry is a better place for it. To better prepare students, each of the programs targeting the exhibition industry has developed partnerships with companies that offer hands-on experiences. Internships, field trips, and senior projects all bring real-world scenarios in front of students by exposing them to some of the biggest players in the exhibition industry including Kingsmen, Derse, MG Design, Group Delphi and more. Many of those relationships are fostered by a close association with the Exhibit Designers & Producers Association, one of the exhibi-

Integrating multiple disciplines, including 3-D modeling and printing, technology, architecture, and communication, forms the basis for a comprehensive education in exhibit design for students at Bemidji State University.

tion industry’s leading champions for exhibit design. “Our program focuses on building creative leadership and client-ready graduates,” Lyons said, “and ours work for large and small firms across the country and internationally.” Representatives from those partner companies line up to extol the virtues of having well-trained graduates in the marketplace. “I have worked in both New York City and in the Bay Area and had FIT interns,” said Mark Pearlman, design director at Delphi Productions. “In both instances, the companies I worked for have had great success with their interns and have hired them on as full time employees. I think that proves that FIT prepares these students for the rigors of the exhibition industry no matter the location or type of company.” For students emerging from the program, having a degree specializing in exhibitions, they say, was transformative for their career. “I am proud to be a

graduate of the program,” said exhibit designer Katina Rigall. “The program changed the course of my career exactly as I hoped it would. It was the best investment of time and resources I have ever made.” Indeed, in an industry full of people who have had to learn on their feet, being a graduate of a program specifically designed for the exhibition industry has provided not only a distinct advantage for the students, but has also elevated the bar for the industry. They aren’t just exhibit designers, Lyons said. They are stewards of the profession, ambassadors of the next generation. “The graduate level is about creating leaders who work in the industry in multidimensional capacities and innovate within the companies and institutionsthey work for after graduation,” said Lyons. “We see them as the leaders, creatorsand the drivers of what’s nextin the industry.”

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Continued from p. 27

SHOWFLOOR

Tradeshow Booth Visitors LIE BY RICHARD ERSCHIK

Wow. That’s a pretty harsh and broad brush statement. Let me tone it down a bit by re-stating that tradeshow booth visitors often misrepresent themselves when they visit your booth. That better? Yes, when you are capturing their information in the booth, booth visitors often misrepresent their buying authority, purchase intentions, and their budget availability. And they do so because, a) they are protecting their ego and credibility; and, b) to get the freebie you let visitors (including non-prospects) walk away with from your booth. You know the ones. The pens, literature, tape measures,

candy, mouse pads. Are you getting it? I could go on and on about types of give always and how to use them. But that’s another story. Case in point about booth visitors misrepresenting themselves illustrated below. 474 total leads were generated at a metalworking industry tradeshow. 281 of the leads were identified (inbooth) during the show as being follow-up worthy determined by booth staff and capture technology devices. 193 of the leads were later identified, after the show, in a telephone follow-up and qualification call to be follow-up worthy, based on 5 qualification questions.

When the 2-groups were compared, only 11% were the same people. In other words, only 11% of the leads that were determined in-booth to be qualified remained qualified when telephoned. In fact, some of those NOT determined to be qualified, in the booth, BECAME qualified when telephoned. I’m sure you’ll agree that’s an interesting phenomenon. But the problem this is all creating is downstream. Downstream in the sales department where, if these non-prospects are not identified and removed from the leads you are sending to your sellers after the show for follow-up, they create 3 of the biggest problems related to tradeshow exhibiting today.

»» When attempted sales follow ups identify these

474 Total Leads

281

IN-BOOTH

30 SEPTEMBER 2016 Exhibit City News

11%

193

ON-PHONE

non-prospects, sales people develop a negative perception as to the value of all tradeshow leads. (Source: human nature.) »» 76% of sales people view the value of tradeshow leads no better than a cold call (Source: www.ceir.org.) »» Fewer than 20% of tradeshow leads ever receive the follow up attention they deserve. Therefore, exhibitors miss valuable sales opportunities and tradeshow ROI and budget protection is difficult at best. Continuing education is critical for exhibit managers today. Learning how to integrate lead capture, CRMs and contact management software programs with what works in sales lead response management, to address and solve problems like those mentioned here, sets them apart in their career path.

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ExhibitCityNews.com SEPTEMBER 2016 31

CONGRATULATIONS

The Dean of Tradeshows Retires – David Dean, That is! BY ED KLEIN

David Dean arrived in Las Vegas in May of 1980. Trying to become a singing star, he had visions of seeing his name in lights on the marquee of a hotel/casino. Soon enough, it happened, a dream come true for a young man who grew up in Indianapolis, Ind., and he saw his name on the billboards of the Maxim Hotel/Casino, Landmark Hotel/Casino and others. The next five years led to appearances at the Sahara, Aladdin, Royal Americana, Caesars Palace, the Riviera and others, as well as, ironically, the Las Vegas Convention Center. The 1980s was a decade of stagnant growth for aspiring young entertainers and live music in general. Thankfully, Dean’s “Pop” was a much traveled, highly respected convention director for RCA for 40 yrs., Bill King. King asked then United Wesco GM Tony Malzone (father of current GM of Freeman Co. Nashville, Mike Malzone) if he could help Dean, saying, “He wasn’t afraid of hard work, and eating on a regular basis was a good thing!” That was the beginning of the end for Dean’s show business career, and his introduction into the Tradeshow industry! Dean worked hard and learned his new craft with the same kind of vigilance that had driven him to become successful as an entertainer. Mentors 32 SEPTEMBER 2016 Exhibit City News

like Charlie Justice, Bobby Burton Sr. and Don Weimer constantly reminded him that he wasn’t on stage anymore, except to place props and lay carpet. He climbed the ranks as the years passed, raising a little girl by himself (which garnered him admiration from his peers, even those who didn’t care much for him) and eventually became a general foreman for GES. He began traveling with Greg Brown’s (San Diego) team as a national operations instructor, committed to sharing what he was learning with nearly every operation in North America. His travels led to many lifelong friendships and the sharing of

methods, techniques and best practices that are still being utilized as standard operating procedures by general contractors nationwide today. Dean left GES in 2000 and joined Champion Exposition Services, where he admits, “The grass never got greener.” In 2001, he was asked to coordinate the labor requirements for “The Super Show” by Expo Group’s Dutch Antoniese, where he and Ray Smith combined to dispatch over 380 Teamsters for that particular exposition. Heather Mulford recalls, “David gave his famous motivational speech each morning, standing on a crate, and in

less than 15 minutes he had assigned all 384 workers using his karaoke machine. Dutch could only shake his head in amazement with a big approving grin on his face.” Tom Arata Sr., owner of Arata Exposition once wrote, “David Dean is the best hired gun I’ve ever used.” Dennis Birsa, owner of C.B. Displays wrote, “If David says he can do it, then that’s what will happen.” Dean became the “go-to” guy for companies like Arata, Shepard, Hargrove, Paramount, Expo Group and many others when they sought someone to coordinate their labor requirements prior to having offices in Vegas. Although his reflections are more humble now, he was widely recognized as a fireball! He believed that the floors in the facilities could be shined, analyzed and strategized and that the sales force could sell like hell, but nothing happens until the Teamsters show up! Now, 34 years later, we say goodbye to one of the most respected and admired members of our industry as he ventures off into retirement! We wish David Dean continued health, happiness and success as he begins the next phase of life, back on the family farm in Indiana. As he reassures us, “This has been a great experience, but with or without me, the show must go on.”

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INDUSTRY GROWTH

Construction fun in the sun at Miami Beach.

Boom! Construction Takes off at Convention Centers Across the Country BY JESSICA ABLAMSKY

34 SEPTEMBER 2016 Exhibit City News

Not long ago, people went to a trade show with a stack of business cards and a flip phone. Today, every attendee has a smartphone or two, plus a tablet and laptop. Thousands of people texting, tweeting, and live streaming – at the same time – are among the reasons construction is booming at convention centers across the country. Everyone needs Wi-Fi. “Probably the No. 1 reason for renovation, other than to make it look prettier – aesthetics, paint, carpet, lighting – is technology enhancements,” said David DuBois, president and CEO of the International Association of Exhibition and Events. “What I mean by that is the absolute unquenchable thirst for Wi-Fi bandwidth.” Where’s the construction? Last year, more than $2 billion worth of construction projects broke ground, according to data from Dodge Data & Analytics, which provides insight and intelligence to the construction industry. It was the best year for convention center construction in at least a decade, and a significant increase from 2008’s high of $1.5 billion. Ongoing projects include convention centers in California, Florida, Kentucky, Minnesota, Nevada, New York, Texas, and Washington, according to press releases and news reports. Statistics from Dodge include every convention center project that broke ground each year, but not related projects such as hotels, said Kim Kennedy, manager of forecasting at Dodge Data & Analytics. Convention centers are a niche construction mar-

ket dominated by a few large projects. Stats from partial years can be misleading. A $1 billion project could start next month, but that would not be reflected in the data. The flurry of construction we are seeing now is probably due to the projects that broke ground in 2015, she said. These construction projects require years of planning, and can take years to complete. It is unclear whether the upward trend in spending will continue in 2016. Why do I pay for Wi-Fi? DuBois sits on at least 15 panels every year where they discuss technology. As shows grow and Wi-Fi enabled devices multiply, it is a challenge for convention centers to keep up with demand. The largest convention centers are spending $1 million every year or two, and the infrastructure is outdated the moment it is installed. “This is a huge commitment and the challenge is: meeting planners and show planners all would like it for free,” he said. “But guess what? Nothing’s free. Somebody has to pay for it.” That is why show attendees often have to buy Wi-Fi on the exhibit room floor. Convention centers are also responding to industry demand for flexible meeting space, he said. Shows are offering more sessions, and trade show floors are starting to feature more educational pods with theater style classrooms. It generates revenue for shows and gives attendees a better educational experience without having to leave the show floor. “There’s a higher demand for meeting rooms and breakout rooms than ever to augment the trade show experience,” @ExhibitCityNews

DuBois said. “The days of pretty women and men handing out brochures, saying ‘Hi, come talk to me,’ are over. People want educational, not just pretty faces and nice handshakes.” San Francisco expands Moscone Center Expanding a convention center in a landlocked site is challenging. But to meet demand and keep up with changes in the industry, the Moscone Center in San Francisco had no choice. Moscone is being expanded as part of a $500 million project that will add more than 300,000 square feet, including new exhibition, ballroom, meeting and prefunction space. “When it’s finished at the end of 2018, it’s going to be the most state-of-the-art convention center in the country, if not the world,” said Joe D’Alessandro, president and CEO of San Francisco Travel, which is responsible for sales at the Moscone Center. The convention center will feature flexible meeting space, outdoor terraces with expansive views, and advanced technology including high speed Wi-Fi and seamless cell phone service. “We know that the demand for San Francisco is there,” he said. “In order to meet that demand, and continue to grow the business, we had to expand.” Miami Beach takes on San Francisco The Miami Beach Convention Center is undergoing a $615 million expansion that will add a 60,000-square foot ballroom, 800 rooftop parking spaces, and a new main entrance and grand lobby with multimedia features, west grand lobby, and

park. Existing meeting space is also being reconfigured to create 190,000 square feet of flexible meeting space. Technology enhancements include upgrades to Wi-Fi and cellular service, and integrated video and audio that can be transmitted throughout the building. “Everything is going to be brand new,” said Matt Hollander, general manager of the Miami Beach Convention Center. The project is going to be a

game changer for Miami Beach, enabling the city to compete in markets like financial, insurance and medical, which were formerly out of reach, he said. Miami Beach is a popular destination for leisure travel, so doing business in the city is not cheap. To insure they have clients who can afford the modernized venue, they are marketing to very similar clients as the Moscone Center. “So look out San Francisco,” he said.

Ongoing construction at largest meeting spaces in Europe International travelers will not be disappointed during their next business trip. Ongoing projects will modernize meeting spaces in Paris and London, significant investments intended to strengthen their position in the international market. Built in 1969, Pavilion 7 in Paris is being gutted. The project will retain only the structure, which will house the Paris Convention Centre. The rugged concrete façade of Pavilion 7 will be replaced by undulating glass topped by a terrace offering panoramic views. The convention center will accommodate 5,200 visitors, integrated with 430,000 square feet of exhibition space. The project also includes a 440-room hotel. Construction is scheduled to be complete in late 2017. Located in London, the Barbican is the largest combined conference and arts venue in Europe. The facility can accommodate meetings of up to 2,000 people in rooms that include a boardroom, concert hall, and theaters. A £2.2million project will update the Frobisher rooms, suites that can accommodate up to 170 people; two auditoriums; retail; concert hall; and the Curve, an art exhibition space. The goal is to update traditional meeting space and create more flexible meeting space. Construction is ongoing through 2016, but the Frobisher rooms are scheduled to be complete in September. “Significant investment in the facilities here is essential as we look to continue the Barbican’s growth, especially in the international market,” comments Jackie Boughton, head of sales at Barbican Business Events. “Not only will this give several areas a new lease of life, but it will significantly add to the quality we already offer with our event spaces and strengthen our position in what is an ever-competitive market.” ExhibitCityNews.com SEPTEMBER 2016 35

ANNIVERSARY

Xibit Solutions Celebrates with New Facility BY RICK WALKER

Fifteen years later, Xibit Solutions is set to move into its new 25,000 square feet facility in Las Vegas. When you see the magnificent trade show displays at expos around the country, there’s a lot of work that goes into it and some very experienced individuals behind it. Xibit Solutions has now been helping brands promote their image and products for more than a decade and a half, providing effective trade show solutions that are some of the best in the industry, with 36 SEPTEMBER 2016 Exhibit City News

experience in designing trade show booths, custom graphics and designs and installation and dismantling services. When companies decide they’re going to attend a trade show, Xibit Solutions is often one of the first contacts they make. Xibit Solutions has designed award-winning exhibitions and trade show displays at hundreds of trade shows across the United States. In 1987, while still in college, Richard Spinella got his first job in the exhibit construction industry at Tabery Exhibition

in California. What was supposed to be a summer construction job building crates for a big project on the CES show resulted in a life-long career. Spinella learned construction skills and building. After a few years of learning from experienced production experts, he learned construction and building inside and out. He also picked up the process of creating exhibit booths during stints at prestigious companies like Exhibit Group and Giltspur. Then he returned to Tabery in a position

handling estimation and sales. After a few more moves in the ’90s, Spinella was presented with an offer he couldn’t refuse. He got the opportunity to grow with a company that is now the largest exhibit service contractor to trade shows in the United States, based in the largest convention city in the world! Continuously exceeding the limit of exhibit sales, he traveled around the country, servicing his customers. After seeing a few companies bought out or merged, Spinella decided it was time to go out on his own. On September 7, 2001, he and a few key people founded Xibit Solutions in a warehouse of 3,800 square feet and now it is known as one of the leading trade show display companies in the United States. Spinella is proud of the relationships they’ve cultivated over the past 15 years, saying, “We have an indisputable commitment to our customers and because of this we are fortunate to have completed more than 2000 projects.” Jayme Johnson from Las Vegas agrees. “As a woman who owns a small business, fairs can be burdensome, as I have insufficient staff available for events,” she says. “Xibit Solutions employees helped the whole process from start to finish. They were there early, instead of my staff, to set up our entire space, and even returned after the end to bring it all down! They saved hours of frustration.” Indeed, 15 years later, Xibit is set to move into its new 25,000 square feet facility in Las Vegas, Nev., to better serve customers for many years to come.

COLUMN AIPC

Interview with Joachim König, President, JMIC Can you tell us briefly about the JMIC Association nowadays? How many associations do you have these days in your Council? JMIC has existed for more than 50 years, first as simply a forum for industry exchange and subsequently to promote greater cooperation, achieve consensus on important industry issues and recognize excellence. Today, our primary focus is on expanding awareness of the industry and its values and creating the tools to support a more credible and consistent message. We currently have 19 members and partners, which together represent all the major international associations and regions active in the industry worldwide. What are the current trends that you’re seeing within the Meetings Industry worldwide? There are many business and competitive trends that members are addressing individually, including such things as more sophisticated events, the challenges of new technology and rapidly growing competition, but for the industry overall, there are two big issues: The first of these is a growing awareness of this industry as a key factor in most of today’s top economic and community development concerns, including knowledge and innovation, economic growth and diversification, academic and professional enhancement and inward investment. These make the industry of critical importance to both overall government policy and community development, which goes far beyond the traditional tourism role that has characterized this area for so long. Such an understanding has all kinds of implications for how the industry presents itself and how governments regard its importance, and we have only begun to 38 SEPTEMBER 2016 Exhibit City News

address these in a serous way. The second of these is the impact of global terrorist-inspired incidents, and the potential these have for disrupting events and the travel involved in accessing them. This is an immediate concern that we must respond to vigorously, as our sector has always been the most stable in terms of reacting to global disruptions, and we must maintain that position for the sake not only of our own future but to ensure that we do not fall victim to the perpetrators’ goals in a time when the global exchange and understanding we represent is more important than ever. What are the efforts that JMIC is doing in order to help the Meetings Industry? Overall, JMIC provides a way for the industry to respond to the needs as outlined above in a consistent and integrated way, which is often important given that in many respects we are something of a fragmented sector with many different elements, all with slightly different objectives. To do this, we need consensus, and achieving that – through ongoing industry interactions, the staging of industry conferences and the development of consistent messages and materials for member use – has become a top priority for JMIC. In addition, we need to be able to demonstrate in measureable terms the broader economic, academic and knowledge values I referred to above, so we are increasingly engaging with both industry leaders and academic institutions to develop better and more credible measures to document these. What is the vision you have about Meetings Industry in Latin America? Latin America is an incredibly important component of the global industry as it is

developing rapidly and has a key opportunity to be able to adapt and learn from the experiences and mistakes of many other parts of the world as it does so. We are seeing this already, particularly in the form of new and innovative approaches to events as well as a growing recognition of how the industry can be used to address overall economic development strategies in various regions. What does the Meetings Industry need to be recognized as a transcendental industry for governments? Our experience has been that governments have no difficulty understanding the broader role of the industry in economic and social development once the facts are put before them. However, we have had to go through something of a transition of our own to organize these arguments and come up with the documentation to support them, and this job is far from complete. Now that we are finally getting these required resources we need to do a better job of reaching out to governments at all levels with our story, and of recruiting others in the community – business, academic and professional leaders, for example – who may have better access and credibility with government audiences. What are the plans for JMIC in the near future? Our future plans are all based on the directions we have identified as above. We need to enhance industry unity, ensure consistency and credibility in our messaging and seek both vehicles and allies for delivering and documenting our industry values in ways that will resonate with governments. That means making sure our arguments relate directly to their own policy issues rather than ours, and that is the next big challenge we have to overcome. To do all this we will need a lot of support from within the industry itself, not simply as a matter of resources, but because individual industry members are best positioned to understand and access government representatives in their respective communities and, in the end, will benefit most from the results.

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INTERNATIONAL

International Optimism About Exhibition Industry Varies by Region BY AMBER JOHNSON

he exhibition industry worldwide continues to evolve post-Recession, but no two regions of the world report the same trends, or the same optimism, when it comes to the exhibition market at home. The Global Barometer, a survey conducted twice yearly by the Global Association of the Exhibition Industry (UFI) since 2009, polled 262 companies in 56 countries that span Europe, the Americas, Asia and Pacific, and Middle East and Africa to arrive at a state-of-the-industry assessment that examines both the industry’s performance during the past year and the outlook going forward. Responses from North America indicate high positivity about the industry overall, with more than 50 percent reporting strong gains in 2015 and early 2016, and 80 percent saying they expect profit increases higher than 10 percent for the remainder of 2016 and early 2017. The United Kingdom polled with similarly buoyant responses, with 100 percent of those surveyed saying they expected 40 SEPTEMBER 2016 Exhibit City News

an increase in profitability in 2017. Researchers note that the study was conducted prior to the “Brexit” vote that is slated to remove the United Kingdom from the European Union. That decision has prompted a high degree of economic uncertainty for UK businesses. In 2015, 57 percent of respondents reported gains of more than 10 percent, and 66 percent said they expected the same for 2016. German event organizers are considerably more pessimistic than their Western European neighbors, with less than 50 percent saying the expected profitability in 2017 to grow appreciably. In fact, nearly 30 percent say they expect annual turnover to decrease by 10 percent or more next year despite 81 percent experiencing gains in early 2016 and 93 percent anticipating the same for the rest of the year. Fifty eight percent of German organizers said their events saw an increase in profitability of more than 10 percent in 2016 when compared to 2015 figures. South African responses suggested a rockier road for the in-

dustry, with 62 percent of those who replied saying the first half of 2016 netted some degree of decrease in turnover. Thirty four percent say they expect the trend to continue into 2017, and 28 percent replied that they just don’t know what will come. Companies in the Middle East faired similarly to South Africa, with 50 percent reporting decreases in revenue for the first half of 2016, and 60 percent saying they anticipate the second half of the year will bring more of the same. China, which enjoyed meteoric growth in exhibitions during recent years, has planed off according to recent results, with 70 percent saying profitability was stable in 2015 and 53 percent saying it continued to be so in 2016. For the future, however, organizers are slightly more pessimistic. Forty five percent say they expect decreases in turnover in the second half of 2016, and 30 percent believe that will continue into 2017. In Central and South America, the degree of optimism depends on the country, though the majority (62 percent) of organizers saw decreases in the first part of 2016. Unlike many other parts of the world where decreases in turnover were reported to be smaller, in Central and South America, 50 percent said their 2016 performance so far showed decreases of 10 percent or more. Nearly 55 percent said they expect declines to continue through the year, though most believe they will be more negligible. Respondents from all countries except Brazil said they expect profitability to improve for 2017. So while performance and optimism overall appear to

For the first time, respondents are also reporting on safety concerns and how they are handling them. be running high in 2016, the survey’s results are rather sharply skewed by the exceedingly positive responses from some areas and the comparatively negative responses from others. In general, organizers say that the global business climate remains their top concern in terms of what has the potential to affect the industry. For the first time, respondents are also reporting on safety concerns and how they are handling them. To address those concerns, which have been spurred by the work of terrorists in various locations, officials say they are implementing various procedures, from increased screening of visitors to cross-referencing registration lists with law enforcement officials. Additional screening of exhibitors, more controls during events, and crisis information for attendees were all cited as measures organizers are implementing to address safety issues. The 17th Global Barometer is available at no charge on UFI’s website, as are previous reports and additional pieces of industry research (www.ufi.org).

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ASSOCIATION

HCEAConnect: Rebranding and Renewing Savannah, Ga. gave HCEAConnect attendees a respite from the heat wave that engulfed most of the east coast from August 14-17. HCEAConnect, the rebranded event that was formerly known as the HCEA Annual Meeting, offered attendees innovation beyond a name change. Learning sessions included seven concurrent workshop sessions, with four workshops per session. Workshops were designed to fit unique formats, namely:

»» World Café and roundtables (best practices sharing)

»» Innovation demonstration classroom in the exhibit hall

»» “Wildcard” set-up

(innovative room arrangements)

»» Traditional speaker and panel sessions

The keynote speaker at HCEAConnect was Tom Norton, an authority on public policy and a frequent author in publications such as Pharmaceutical Executive. Norton addressed the impact of the presidential election on the healthcare industry. Later, Richard Eschle from Eisai discussed the impact of recent 42 SEPTEMBER 2016 Exhibit City News

court decisions that have created questions surrounding off-label promotion. From sessions on digital offerings and sponsorships to those that explored the mindset of global physicians and the necessity of integrating conventions into overall channel marketing, the educational content touched on issues that profoundly affect the jobs of attendees. Sessions especially for newcomers to the industry were also back by popular demand and included overviews of job responsibilities and partner integration as well as a session on budgeting. But HCEAConnect, like its predecessor, the annual meeting, promoted networking among all the constituencies of healthcare exhibiting. Starting with the corporate social responsibility (CSR) initiative at the Green Briar Children’s Center on Sunday and continuing through two gala receptions—a kickoff on Sunday night and another reception on Monday sponsored by the Savannah Convention and Visitors Bureau, attendees had the opportunity to “connect” on many levels. Additional networking opportunities

were incorporated as part of the exhibit hall experience, A highlight of HCEAConnect was the presentation of HCEA’s Distinguished Service Award by President Christine Farmer and Pat Friedlander to Diane Benson from GE Healthcare. In presenting the award, Ms. Friedlander cited Diane’s “grace under pressure” and her leadership ability which steered the organization through a management change. In addition, Ms. Benson, a Diamond Level CTSM, has continued to be not only an exemplary industry representative but also a devoted participant in HCEA committees and initiatives. HCEAConnect was produced by HCEA’s management company, MCI USA. MCI USA’s association management and consulting business unit (formerly Coulter) is one of fewer than ten companies worldwide that earned dual Charter Accreditation from the Association Management Company Institute (AMCi) and the American Society of Association Executives.

Photos by Marc Auster, Senior Staff Photographer, Christie’s Photographic Solutions, Orlando, FL.

BY PAT FRIEDLANDER

Photos by Marc Auster, Senior Staff Photographer, Christie’s Photographic Solutions, Orlando, FL.

Photo left: Diane Benson (center) of GE Healthcare receives the HCEA Annual Distinguished Service Award from presenters Christine Farmer (left) and Pat Friedlander (right). Other photos: A variety of activities, workshops and speakers highlighted the success of HCEA’s most recent event.

@ExhibitCityNews

ExhibitCityNews.com SEPTEMBER 2016 43

TEN QUESTIONS

Bob Hopkins of Exhibit Source, Inc. BY EXHIBIT CITY NEWS

Being in the industry for nearly 40 years and having successfully weathered the ups and downs of the economy and industry, how does ESi use its skills to expand into new markets, such as ICSC? There are certain aspects of providing design and build services to all industries. These are common in spite of the particular product being offered by a client. So, in terms of being able to switch from, say, a heavy industrial product like found at an IMTS show to that of another industry like ICSC only means that we tap our design staff to change their focus. I’d like to make mention of how we create exhibits that enhance the brand and build the corporate image. So, say we are talking about promoting the selling environment at a heavy industrial show like IMTS, PMMI, NPE or ConExpo, where the products for the most part are very large. In that environment, we are creating the backdrop to help promote the large scale nature of the product but we are still focusing in on how to best build traffic and how to attract attention, but, most importantly, how to communicate to the attendee three very important aspects of any company that we represent: Who is the client? What do they do? What does that mean to the attendee? 44 SEPTEMBER 2016 Exhibit City News

What about the differences when dealing with a truly large scale project? As we move from heavy industrial products into more of an ICSC/RECON environment, we are still dealing with most certainly a large scale product. What is larger than a Mall, a mixed use facility or a national chain restaurant? Again, these are such large scale products that we have to narrow our focus to what makes a certain client great and then

build upon that. This differs, of course, for the type of client within each show. If we are talking about the ICSC/RECON arena, for instance, for a nationally known chain like Wendy’s, McDonald’s, Jimmy Johns or Starbucks, we generally would like to recreate the feeling of who they are on a national scale within their exhibits. However, if we are speaking of say a Regency Centers, Coldwell Banker CBRE or other super large retail devel-

opers, we are often times building an exhibit that gives the impression of their architectural masterpieces. So the point is how to set the stage in the exhibit hall in order to create a selling environment that reflects the quality that goes into a one or two million square feet development. Many times our clients have built hundreds of these environments. When thinking of ESi, expertise in heavy machinery shows comes to mind. What does that expertise consist of, how was it developed over the years, and do you have any advice on how to improve the move-in and move-out processes? With any show there are certainly nuances that set a specific show apart from any other show. ESi has been involved with the IMTS show since the days when Donnely Hall was used as an expansion of McCormick Place and I have been designing exhibits for clients at IMTS even before I opened ESi back in 1983. My first IMTS show was in 1976! However what has been an area where we certainly excel is in our understanding of the nuances involved with working with heavy machines. I have been privileged to work on many shows where we rely upon many other experts in the field. To name one such person, I would be remiss if I didn’t give Kudos to Mr. Tom Gilmore of GES for his guidance and expertise. To summarize what is important, we need to know at least the following ten points before we ever set off on starting to design for an IMTS client. Missing the importance of these will set off a delayed install procedure which could run into OT or DT if everyone and everything is not kept on target. »» Know how many machines we are talking about. »» Know the weight and forklift requirements or if we might need a crane to remove the machine from the semi. »» What are the client’s expectations in terms of using hanging signs as this will impact where machines are placed best and where high lifts can be positioned and when during the moving schedule? »» Target dates affect the entire move in process and knowing those dates and those of the exhibitors which surround you booth is extremely important. @ExhibitCityNews

Doosan at the IMTS show

»» Which aisles are freight aisles, which will you need to share with your neighbor? Again, it’s exceedingly important to create that master plan, all of which is dependent upon your target date. »» Which machines will be operating, what are their power requirements, do they require a fill and drain or scrap removal service? »» What accessory machine items attach to the main machine - bar feeders, reservoirs, scrap conveyors, robotics etc.? »» How much raw material will each machine require during the day? »» How will this be restocked, what amount of space will be required to store raw material? »» Developing a sequence of machine move-in is key, wherein then, also knowing what machines are on which trailers, as well as knowing which driver will be required to move his rig into position and when. Have you considered expanding to have ESi facilities in other cities? If so, where and why? Although we tend to think of our Chicago location as our main source or HQ, we definitely operate in many cities. For example we are signature to the union in ten major convention cities which allows us to practice our philosophy concerning contiguous service. What I mean by that is that anywhere from Las Vegas to New Orleans to Orlando and up to New York, we use our own employees on our payroll in order to set up and dismantle our client’s properties. That gives us first hand control over the project but more importantly allows

ESi to take the responsibility and offer the accountability for the whole project by the use of our own employees. Thus if a client needs something done we just go ahead and do accomplish the tasks at hand. Additionally over the years we have also offered warehousing for our clients in three major cities –– Chicago, Orlando and Las Vegas. Thus we have expanded our abilities by being able to offer a wide range of services all across the country. How about your Global Footprint? Many of our clients like the fact that we can design the project here and have it constructed throughout Europe. We manage this through the great teamwork of our trusted partners. Again this allows ESi to take on full turnkey projects in many parts of the world and be able to offer onsite services on a 24/7 service basis, just like we do in the US. What is your feeling on remote sales people? A good sales person makes it a point to be able to work in any part of the world via their laptop and cell phone. Consequently, most of our team travels and does operate remotely. Many times this may mean various team members are on the road for a month or so at a time. You might see us onsite with our communication work tables set up with our client’s booths. This Continued on p. 46 ExhibitCityNews.com SEPTEMBER 2016 45

TEN QUESTIONS Continued from p. 45 allows direct communication with HQ and additionally allows for last minute service order changes, coordinating order forms or producing change orders onsite.

How does your experience as a designer help generate new sales, aid in managing the company and attract design and shop talent? Honestly, I draw on my design background each and every day. 3-D design is the reason that I applied to this industry. I always liked to build things and thus as a triple major in college, I specialized in 3-D design, graphics and environmental projects. I draw on each area whenever 46 SEPTEMBER 2016 Exhibit City News

we start to conceptualize. The fact is that I cannot imagine how I would have been adversely compromised if it were not for my design training. With millennials making up a growing percentage of exhibit management positions, how do you connect, engage and stay relevant? Millennials do think somewhat differently; many are to the point and are able very quickly to decipher if you will be able to help them. Others are very focused on the tasks at hand and are driven to successfully accomplish what is on their plate. However, I don’t necessarily think that you need to change who you are in order to develop a relationship with any particular group of people. I think, most importantly, stay true and fair, the rest will work out. What do you do for fun when you get a chance to relax? That’s an easy one, depending upon

the season. We do enjoy all four seasons as each one provides a new set of activities. We push ourselves each day at work and find that our time off still is centered on creating or activity. Thus the spring might be preparing our garden for the blooms that come later. A long hike while the temperature is cool enough to still enjoy the sights gives the opportunity to reflect. Most anything that involves a challenge and the outdoors is best. Summer for us is enjoying a lake, swimming, boating, kayaking or fixing up the house, whereas the coolness of the fall offers clear nights and the chance for a campfire where you can recharge. Winter you need to be more careful in the outdoor activities, but nothing is as exhilarating as a hike through snow, listening to the crunching beneath your feet. Walking through the forest at twilight gives one a chance to come across the call of an owl.

Photo by

Tell us about your favorite project at ESi. Having designed exhibits for over 35 years has produced many favorites so it is hard to just pick one. Here are examples of what stands out in the development of ESi: 1. Ames Lawn and Garden: this was our first threelevel deck. The exhibit mixed the use of outdoor themes with actual landscaped surroundings complete with stone tiled walkways that resembled garden pathways. 2. DoBoy at the PMMI Show (packaging) was our largest project to date, being a massive 280’ x 60’ island type of booth that held four separate conferencing stations within each sister company. 3. The Coleman Company for the Super Show came complete with every imaginable camping product. Thus, it was only natural to have a sculpted waterfall where we used dry ice to flood the camp scene with fog. Cricket and tree frog sound effects were planted by the towering pine trees. The double deck portion of the exhibit was skinned in rubber actually cast from stone. 4. We talked about the ICSC show earlier in this session. This is where America’s largest retail developers gather to help promote their mixed use developments. Thus, transitioning into this show from that of a smaller stand-alone product requires a sound application of architectural elements. Regency Centers would be a prime example of creating that type of environment. 5. IMTS. No mention of favorites would be complete without mentioning our single largest accomplishment when we handled three of the top ten exhibitors at the IMTS show, Doosan, Okuma and Toyoda.

The Coleman Company at the Super Show

INDUSTRY AWARENESS

The Environmental Side of Polyester Fabric BY ALLISON POCEWICZ, MARKETING COORDINATOR, FABRIC IMAGES, INC.

The quest for environmentally friendly solutions within the tradeshow and exhibition industry is in full swing. While we have previously reviewed the high-level benefits that tension fabric and frame offer, the fabric story goes much deeper. For polyester fabrics, it is a fiber called Repreve that is taking the environmental conversation by storm, yet to many this term is unknown. Repreve, made by Unifi, is a fiber created from various recycled materials, including post-consumer plastics, post-industrial waste and even fabrics. It takes less energy and conserves petroleum-based resources, as compared to virgin synthetic fibers. Through Unifi’s proprietary process, Repreve fibers are made with integrity and are certified through Unifi’s U Trust verification system with Fiberprint technology. What happens next is that the fibers are woven into fabric. These fabrics are used within fashion, home furnishings and automotive upholstery. Equally as remarkable, though, is that these same Repreve fibers are woven into polyester fabrics that are available within the tradeshow and exhibition industry for integration into tension fabric solutions. These polyester fabrics are high-quality and accept the dye sublimation print process beautifully. The past several years have brought great advances in polyester fabric offerings with Repreve to our industry. »» A variety of polyester fabric personalities are available, ranging from 40% to 100% recycled content. »» Using 100% post-consumer waste has led to an improved white point compared to blends that were common place several years ago. »» The price difference of 100% post-consumer polyester fabric compared to virgin-fiber @ExhibitCityNews

polyester fabric is roughly 5% (compared to 1012%, 5 years ago). Five percent seems like a small price to pay to conserve our natural resources. For those waiting for environmentally friendly polyester fabric to be of equal or lesser value than the virgin-fiber alternative, stop waiting. There are dynamics beyond the control of mills which affect this. For example, with the cost of crude oil down, it costs less to create virgin polyester. But, is this worth it? Consider this… Compared to virgin fibers, Repreve uses 45% less energy, 20% less water and has a 30% reduction in greenhouse gas emissions. Fabrics made with the Repreve fiber are not only minimizing environmental impact upfront, but if recycled properly, they are minimizing it on the back end as well. Recycling is where each of us comes in. According to the Environmental Protection Agency, roughly 85% of textile waste is not recycled. While this accounts for all textile waste, not only polyester, our industry can certainly do more in an effort to decrease this number. Working with a tension fabric solutions provider who offers a recycling program for fabric is a first step. Collecting and sending back your out of use fabric to that partner is the second step. While environmentally friendly fabrics are available within our industry, they still have to be requested in many cases. Sourcing fabrics with the Repreve fiber is not difficult. Simply ask your tension fabric solutions provider. It’s time to stop waiting and start integrating these fabrics into environments. It is the first of many steps that we, as an industry, can take to conserve our natural resources and help our environment. ExhibitCityNews.com SEPTEMBER 2016 47

EXHIBIT DESIGN

Systems: the global solution—or redefining the custom exhibit BY PAT FRIEDLANDER

When I was relatively new to this industry, I heard the word “Octanorm” bandied about as if it were the last ditch attempt for stingy exhibitors to come up with something for a show. It was what the exhibitors on the lowest level (Level 7 for those of us old enough to remember) of McCormick Place used for their pavilions. There was no design consideration—just how many panels and how many uprights. However, on my first trip to EuroShop some 20 years ago, I was stunned when I walked into Hall 9 and saw the Octanorm exhibit—and more, to realize that in the US, we weren’t even beginning to exploit the potential of this—or of any—system. The show floor at EuroShop opened my eyes to the fact that the U.S. was unique in advocating box-frame exhibits, exhibits that had components that were crated and stored in warehouses around the country. Because at that particular EuroShop there were a few US exhibitors, it was immediately apparent that US exhibits were different. By comparison, they look stodgy and, well, boxy. Systems: the way (of the rest) of the world Sometime between Dusseldorf and back home in Chicago, I became a convert to systems. They looked cool; they allowed fresh design, and they were flexible—not a hallmark of box frame construction. Soon after I invited my friend Kerstin Mulfinger from Burkhardt Leitner to speak at HCEA’s annual meeting about systems, but we had a hard time getting people’s heads out of the Level 7 perception. As various systems proliferated—some produced domestically like Highmark, others from overseas like Aluvision and, of course, Octanorm—bits and pieces started to appear on U.S. show floors. Yet the differentiation persisted that at least 48 SEPTEMBER 2016 Exhibit City News

in the US, there were custom exhibits (i.e., box frame) and the group that came to be known in the industry as “portable modular” with systems put in the “modular” category and treated as a commodity. What is a custom exhibit? The fact is “custom exhibit,” as the industry generally uses it, is a relic of the world of wood. Today that distinction is anachronistic. And “portable-modular” ignores the fact that while portable exhibits are commodities and extremely useful ones at that, modularity is not limited to any one type of construction. Modularity is related to configuration, not to building materials. At ACCESS2015, I said, during the “portable-modular” session, that it was time to de-commodify systems and redefine what we mean when we say a “custom” exhibit. It turned out I wasn’t alone. “Modular components and systems are no longer a commodity item,” said Jay Burkette, vice president, Expo Displays, “but represent building blocks, increasingly used by traditional exhibit houses as an effective way of helping design, manage and maintain their client’s exhibit properties.” According to Debbie Parrott, president, Highmark TechSystems, “Some designers are predisposed to think that modular systems should really only enter their design tool kits when they are working with an especially cost-conscious client. For these designers, low-cost and creativity are mutually exclusive and systems limit her creativity. This short-sighted view shows a lack of understanding of the realities of our

industry, the big picture and the total needs of program clients. Large clients, ideal clients, are program clients who benefit from exhibit designs that offer versatility, reconfigurability, fast installation and dismantle – exactly what modular systems address. This perspective also shows a naiveté about the design trends in the global exhibit marketplace where modular systems are used for exhibits that are stunningly creative, brand-distinctive, highly functional and, let’s not forget, cost- and Octanorm’s time-efficient. Designers 2014 Euroshop Exhibit in our industry need to be knowledgeable on this front, and the challenge for those of us who are modular system proponents is to educate and show designers both the inspiring possibilities and the compelling business case.” How do YOU define “custom” exhibit? Seems to me that we need to arrive at a new definition of “custom” exhibit. If the definition is not about construction methods and materials, perhaps it’s about marketing. What are the goals and objectives of the exhibit program? How does the exhibit fulfill and meet those goals? And about the exhibit: Is it rental? Is it purchased? Should we differentiate? We plan to continue this discussion at ACCESS2016, but in the meantime, I would love your thoughts on this. This article first appeared in EDPA’s Global Insights and will be the basis for a session at EDPA Access in Orlando, November-30-December 2, 2016. We would like to start an industry wide discussion about the nature of “custom exhibits.”

EXHIBIT DESIGN

Your Next Tradeshow Exhibit CUSTOM OR SYSTEM? BY BRIAN BAKER, VICE-PRESIDENT, HIGHMARK TECHSYSTEMS

As a preface, let’s get something clear: “custom” does not automatically equate to traditional wood construction... “System” isn’t automatically a pile of cheap, commoditized, generic aluminum extrusions... And “modular” doesn’t mean portable or pop-up. While there are some distinctions along the continuum between pure custom exhibits and strictly system solutions, the reality is that these two worlds have been converging for a long time. In my 20+ years of designing exhibit architecture, I’ve done just about every possible combination of custom and system. Like most designers, I’ve done my share of wham, bam, off-theshelf-ma’am system exhibits that are as inexpensive and simple as possible... White panels, a few graphics, and a logo. I’ve also been behind plenty of “OMG-the-shop-isgoing-to-KILL-me!” custom designs that barely had two components that were alike in the entire thing. But the truth is, most of my work has fallen in between, combining custom elements with some sort of system components. In fact, my best work, even my coolest designs, have used a combination of both. Every company has its own needs, and every design challenge 50 SEPTEMBER 2016 Exhibit City News

is unique. A designer’s goal should be to solve those challenges in the most effective way. They say that if you are a hammer, everything in the world looks like a nail. Designers should have as many tools in their toolboxes as possible so they can choose the right ones for the job. But what are the virtues and vices of each? When should something be built custom or

dismantling can cost more if the guys setting it up aren’t up to speed on the specific set-up process. Because of these inherently higher costs, it can actually limit the designer’s creativity. On the other hand, the term “system” seems to describe a boring, cookie-cutter design that is made from pre-configured, cold, aluminum widgets, that have no soul. I understand where the per-

“System” isn’t automatically a pile of cheap, commoditized, generic aluminum extrusions... And “modular” doesn’t mean portable or pop-up. made from a system? As the name would imply, “custom” means that it is being made for this specific application, usually from scratch. It also implies that the design is less constrained and more interesting, but in my experience, this isn’t always true. Custom construction tends to be inherently more expensive since it is custom designed, custom engineered, custom made by experienced, talented builders, and even custom crated. What’s more, installation and

ception comes from; I’ve seen them, too... The shellscheme rentals found in the show management catalog, the recycled, rebranded, cheap-looking structures with nothing unique about them except the company’s logo. Yep, I get it. (I’ve even had to design a few.) I also know that there are lots of different systems out there, and they all have their own benefits. They are usually lighter weight, more reconfigurable, and less expensive than pure custom

construction as well as less expensive to ship and install on site. Because of these benefits (especially the cost savings), I have found that combining system components with custom pieces can free up budget dollars to add other custom-built features, cool technology, or lighting--and more immersive experiences for your audience. Do you really need every wall to be custom built? Conference room walls, deck structures, branding towers, etc. can be made from system components and save lots of money. This approach also hard-codes the benefits of the system DNA into your custom exhibit. On the other hand, trying to use a system to do everything doesn’t always make sense either. Just like the proverbial round peg in the square hole, there are some things that are much more efficient and better solved by custom construction. Sometimes, it’s more expensive to build a property out of system components. Again, every system is designed to do something specific, and that’s where they are most effective. Understanding the virtues and limitations of those tools in your toolbox is the key to finding the right fit and giving your client the best possible solution. On the other hand, something that should always be custom is the design.

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LEGAL

Employer Reporting Obligations AS RELATED TO EMPLOYEES UNDER THE AFFORDABLE CARE ACT BY WILLIAM DANIELS

Many employers in the trade show industry engage the help of union workers in one capacity or another. Most, if not all, of these employees are covered under the Union’s welfare plan (also known as a multiemployer welfare plan). These plans are subject to reporting requirements under the Affordable Care Act. Did you know that the ACA imposes separate disclosure and reporting obligations on both multiemployer funds and their contributing employers (provided that such employers are “applicable large employers” or “ALEs” (i.e., those employers with 50 or more full-time and/or full-time equivalent employees)? These reports are filed with the Internal Revenue Service. In a nutshell, the multiemployer fund is responsible for providing copies of Forms 1095-B to plan participants and filing a Form 1094-B together with all of the Forms 1095-B with the IRS. The contributing employer (which may be you) is responsible for providing copies of Forms 1095-C to its employees and filing a Form 1094-C together with all of the Forms 1095-C with the IRS. Form 1095-C (together with the Form 52 SEPTEMBER 2016 Exhibit City News

1094-C) reports are designed to show the IRS, among other things, whether the employer has offered qualifying group health coverage to at least 95% of the employer’s full-time workforce and thus may avoid a “no offer” pay-or-play penalty. The good news is that interim transition guidance allows an employer to be treated as having offered coverage to a full-time employee if the employer is required by a collective bargaining agreement to contribute on behalf of that employee to a multiemployer plan that provides eligible individuals with coverage meeting the affordability and minimum value requirements and the employer offers coverage to those individuals’ dependent children up to age 26. An employer may qualify for this relief if it paid a contribution of any required amount for that month regardless of whether the employee is eligible for coverage. Not to panic, this is actually the first year that reports were required to be filed by ALEs with the IRS. This article will walk you through your obligations and the potential pitfalls related to these reporting requirements.

Under Internal Revenue Code Section 6055, as enacted pursuant to ACA, providers of health insurance coverage (such as health insurers and employers or multiemployer trust funds sponsoring self-insured plans) must report certain coverage information to the IRS and to covered individuals. The reported information will allow individuals to establish, and the IRS to verify, the months during the year that individuals satisfied the individual mandate by enrolling in minimum essential coverage. For self-insured health coverage, the plan sponsor is responsible for reporting. In the case of a self-insured multiemployer plan, the plan sponsor is the joint board of trustees. A contributing employer that is an ALE is required to provide a Form 1095-C to each plan participant and also to submit copies of all Forms 1095-C together with a Form 1094-C (the transmittal form) to the IRS. The ALE completes a Form 1095-C for each employee who was a fulltime employee for any month during the reporting year. The ALE also completes a Form 1095-C for any non-employees (such as retirees or COBRA beneficiaries) enrolled in a self-insured health plan sponsored by the ALE. However, where an ALE contributes to a self-insured multiemployer plan sponsored by a joint board of trustees (e.g., a Union welfare plan), the ALE is responsible for completion of only a portion of the Form 1095-C with respect to employees covered by the fund. The fund, in turn, is responsible for providing

participants the Form 1095-B (which contains the information that the employer did not supply on the Form 1095-C) as well as submitting to the IRS copies of the Forms 1095B together with the Form 1094-B (the transmittal form). In some cases, information that needs to be reported to the IRS on these Forms may be known to the fund and not to the employer. However, there is no requirement that the fund and contributing employers work collaboratively to complete the Forms. Instead, each works independently to complete its own set of forms (“C” forms for employers and “B” forms for the fund). In fact, for the most part, there should be no need to work together or share information. In particular, there is no need for the fund to provide employers with information regarding the months of coverage for each employee covered by the fund because the contributing employer need not supply that information on the C forms. (The employer merely indicates on Line 14 of the Form 1095-C that “no coverage” was offered directly by the employer (Code 1H) and, correspondingly, completes Line 16 (which solicits information about applicable relief) by entering Code 2E (indicating that the employer was required to contribute to a multiemployer plan on behalf of the employee for that month and therefore is eligible for the transition relief).) Likewise, there is no need for the fund to supply information regarding the employee share of the lowest cost monthly premiums for coverage because the contributing employer can leave that line of the form blank.

That said, as a preliminary matter, the fund needs to supply contributing employers with adequate information from which to determine whether they qualify for transition relief (related to the multiemployer special rules associated with Code 1H that allow the ALE to avoid the pay or play penalties – such as whether the fund provides minimum value coverage and whether coverage is available to dependent children. (Affordability information, however, need not come from the fund. Where employees do not contribute towards the cost of coverage, affordability is not an issue. Where employees do contribute towards the cost of coverage, those contributions usually are made through payroll deductions and remitted to the multiemployer fund by the employer, such that the employer should have the information available to make an affordability determination.) The information submitted to the IRS must be timely and accurate, but these are relatively simple requirements once you learn the process. The most challenging aspect may be with respect to employee social security numbers. Notwithstanding the above, the fund has no legal requirement to provide accurate social security numbers (“SSNs”) to the employer and may, in fact, not even possess such information. This presents a larger issue for reporting employers. The names and SSNs of each employee who was offered health coverage generally must be listed on Form 1095-C. Some employers are already discovering that they may not have valid SSNs for all of their @ExhibitCityNews

employees. Sometimes the vendor hired to prepare Form 1095-C discovers invalid SSNs when it runs a check on the accuracy of the SSNs provided by the employer. In other cases, the employer isn’t learning of the issue until after electronic submission of its reports to the IRS. Currently, the IRS appears to be accepting the Form 1095-C at face value. However, the IRS is checking SSNs reported on the forms and creating error lists. This practice is known as “accepting with errors.” In other words, the IRS will accept the Form 1095C, but will come back to the employer with discrepancies it finds in the SSNs reported. Because the IRS is checking the validity of the SSNs reported on Form 1095-C, employers will face an obligation to take affirmative steps to obtain valid SSNs from affected employees. This could subject the employer to the risk of losing valuable employees that may not be able to provide a valid SSN. To complicate matters, if the affected employees are part of a bargaining unit, the employer’s efforts to collect valid SSNs will need to be carefully navigated with union involvement and approval. Failure to validate the SSNs of employees may result in fines (though it appears that fines are automatically waived in 2016 if good faith efforts are made to comply with these reporting requirements). A presumptive penalty of $250 is imposed for each failure to include correct specified information with respect to an IRS information reporting requirement, up to

$3,000,000 per calendar year. However, these amounts are reduced if failures are corrected by the following dates: 30-Day Rule. If a failure is corrected within 30 days after the required filing date (or the deadline for furnishing individual statements), the per-return penalty is reduced from $250 to $50 per return, and the calendar-year cap is reduced to $500,000. August 1 Rule. If a failure is corrected after the 30-day rule described above but on or before August 1, the per-return penalty is reduced to $100 per return, and the calendar-year cap is reduced to $1.5 million. It may be possible that the IRS could share its findings with other government agen-

cies that, in turn, could trigger investigative action by that other agency. Employers who have discovered that they have invalid or missing SSNs, or who suspect that they may have that problem, are well-advised to contact their employment and immigration counsel regarding what steps they need to take to protect themselves and their workers who may have invalid SSNs. Employers may also want to consult with their employee benefits counsel regarding completion of Form 1095-C. Employment, immigration and benefits counsel may need to help the employer develop a coordinated approach to meeting its related obligations to collect and use valid SSNs.

ExhibitCityNews.com SEPTEMBER 2016 53

MARKETING

Three Pillars of Exhibit Marketing 1. PRE-SHOW PLANNING 2. AT THE SHOW 3. POST SHOW FOLLOW-UP BY LARRY KULCHAWIK- PAST PRESIDENT IFES & EDPA

I recently served on a panel discussion with two other expo suppliers from the exhibit industry to speak on the topic of international trade show marketing. My co-panelists were Mr. Lloyd Guiang/ Director of Marketing/Hannover Fairs USA, and Mary Ptak/Trade show freight division manager/Masterpiece International. I represented Larry Kulchawik Consulting/ Author of Trade Shows from One Country to the Next. Each of the panelists represented a different component when preparing to organize a trade show for an event overseas. The session was sponsored by the International Trade Association of Greater Chicago and the attendees were experienced global-minded business leaders and exhibit managers from 18 companies in Chicago. The panel discussion was skillfully moderated by Zachory Person from the Illinois International Trade Center. Person introduced the panel and proceeded to ask the panel and audience to fill in the blanks on a white board regarding the Three Pillars for International Exhibit Marketing. 54 SEPTEMBER 2016 Exhibit City News

“The session began with a single focus: How to maximize the return on the international trade show investment. This is what two hours, a goal, and some of the best trade show minds came up with,” said Person. Pre-Show Planning Is this the right show and the right place to fulfill our Objectives? The show organizer can help you assess this accurately. Create success parameters (what/how can we measure). »» Meet with X number of: potential distributors, channel partners, strategic partners, current distributor reps and management and connectors to the above targets. »» Increase sales to existing clients. »» Generate X number of high quality leads. »» Increase brand awareness. »» Increase media exposure: generate X number of mentions on social media, articles, other media channels, etc. »» Write X numbers of orders. Pick a Booth Leader, give them authority and hold them responsible for the success parameters before, during and after the show.

Exhibit Design & Space Considerations for International Participation Choices. Be a part of the USA Pavilion? Or Exhibit Alone? Q: Should I be in the show via a USA Pavilion and set up our own stand in the general pavilion environment? A: It depends on where the USA Pavilion is and your experience with this event. If the USA Pavilion is a very long distance from where the general foot traffic is, it could be difficult to get potential business partners to meet you there. If you are experienced with this venue and marketplace, consider exhibiting independently for greater visibility. To help make the decision: »» If possible, get the exhibitor list from the previous year and call similar size companies who exhibited in the USA pavilion last year and just ask them if it was worth it. »» Look at the show floor plan and see where all the big names and action are relative to where the USA pavilion is located. »» If it is a company’s first time at the show and they are still trying to assess relevance and potential, USA Pavilions tend to be a little more cost effective and have a few more built in resources. They are a good way to start and to learn how the show works and its relevance to the market before taking the plunge into a stand-alone booth on the main show floor. Pre-Show Marketing Your target business partners and customers will be doing their research before the show. Therefore you need to be where their eyeballs will go to do this research. Every detail of your company profile should be uploaded to: »» Trade show company profile page

»» Product category and details »» Match making platforms »» Directory »» Put the show and booth number on everything…emails, websites, press releases, etc. Tricks: Leverage the show organizer. Call, email, message or otherwise connect with the show organizer for advice on what channels are available, how to contact them, and what deadlines need attention. Work with a Local Marketing Company to »» Help regionalize your promotional content — including new product launches, industry relevant (and interesting) whitepapers and other content. »» Leverage this company’s connections to the local industry channels and publications to get this localized content into the local ecosystem. This can then be referenced when speaking with target business partners from the area. »» The show organizers often have a list of local marketing companies they have worked with and could recommend. Outreach Campaigns Setting Meetings The goal should be to have about 50% of your time booked before the show — leaving the other 50% for setting up meetings during the show. Create a target company list of existing customers/distributors. »» Use databases such as the trade show exhibitor list, Kompass.com (accessed through your local ITC), D&B (many libraries have access), trade organizations — local and US domestic, personal networks and LinkedIn. »» Create outreach content: email copy, brochures, website/landing pages - prepare English and local Continued on p. 56

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MARKETING Continued from p. 54 language versions.

»» Check local spam regulations. »» Start your outreach campaign way ahead of time. Tricks: Hire interns with the local (fluent) language ability and have them call/email the hottest target companies and set up a meeting. The Chicagoland area has a great many of the best academic institutions in the world. Choose one or two and learn about their internship process. Hire an independent contractor via platforms such as Upwork.com. Set up an account, create your work description, geo-locate to Chicagoland and post the job. Depending on your comfort level, it may even be possible to find someone in the local region (and time-zone) to make the calls and set the meetings. Both these techniques will take longer than you might expect, so get the process started way ahead of time. Resources Prior to the show, the US Commercial Service can arrange business meetings with pre-screened contacts, representatives, distributors, professional associations, government contacts, and/or licensing or joint venture partners. »» USCS trade missions/sponsored trade shows »» The US Commercial Service attends many of the larger trade shows around the world. They often have booth blocks that US companies can purchase. They also offer translation services and other localized assistance for US companies at the show. »» Reach Out to Your State Department of Commerce. The Illinois Department of Commerce and Economic Opportunity attends a 56 SEPTEMBER 2016 Exhibit City News

number of the major trade shows as well. Called Group Trade Missions, they will often have blocks of booths that they give away to qualified Illinois companies on a first come, first served basis. »» Connect with trade show organizers. If you can do this far enough ahead of time, they are a wealth of insider information for the show. And local industry associations often have published member lists or other resources. These companies could potentially be target companies or strategic partners. Tricks: Check the USCS Gold Key lead times. »» Depending on the time of year and work load, lead times can be a week or two to a number of months. So make sure to get this started early. »» Depending on your industry and product niche, results could vary. The USCS staff is very good at what they do however they may not have the background to dig into some of the more obscure product categories out there. In which case it may make more sense to use their in-country knowledge and connections to help you find local third parties/marketing people who have the right industry knowledge to help you find what you want. Design and Organizing for an international Exhibit- Booth/Stand Work with an exhibit partner. Exhibit partners can be both US and International. They will know the regional rules and local customs required for your success. Don’t go it alone! Let them assist you to design, install, order show services, and coordinate delivery. Use graphics. You have about seven visual seconds per every person that walks by to communicate: »» Your company name - clearly

»» What your company does - clearly »» Why they should stop by »» Less is more – clear your message of all unnecessary and distracting clutter. »» A picture says a thousand words in every language - instantly. »» English is the second, third or fourth language of most people walking by so imagery and demonstrations are critical to making your seven-seconds count. Check with your partner for language preferences on graphics. »» Flexibility is key. Booth dimensions around the world vary. They are not in tidy 10x10 increments like at US shows. Therefore, graphics/display walls/ceiling heights should be flexible in size and shape. »» Lightweight booths = lower costs in the US, but does not matter internationally. Drayage – the movement of the booth from the carrier truck at the show front door to your actual booth space – is very expensive in the USA. Much of this cost at US shows is driven by weight and is not the same formula overseas. »» Store the exhibit properties in the country. If you go to the same trade show(s) in a particular country or region every year or multiple times a year, consider storing the booth (or the custom elements like graphics, counters, etc) in that country or region for reuse. Many exhibit suppliers and freight forwarders have access to warehouse space all over the world and can many times offer very competitive storage and shipping rates. This can be especially viable if the booth is on the larger side. Quite often the difference between shipping and storage costs can be considerable. The money saved can then be used to just rent another exhibit and still be money ahead over time. »» In many countries around the world, it is widely accepted, and sometimes

expected, that you have some kind of refreshment (coffee, tea, water, beer, wine) at the booth. Check with the show organizer and your local partner for advice on what to provide. Kitchens are common for larger stands. ATA Carnet An international customs and temporary export-import document is used to clear customs in 85 countries and territories without paying duties and import taxes on merchandise that will be re-exported within 12 months (this time could vary by country). Carnets are also known as Merchandise Passports or Passports for Goods. Translation: an ATA carnet lets you ship your booth materials to the country for the trade show and then back home without paying import duties. Key details: »» Everything that is shipped to the show has to be shipped back home. Otherwise you have to pay duties on what was left behind – adding complexity and headaches to the return trip. »» You pay a premium to set up an ATA Carnet - and some countries have relatively low import duties. Therefore look up the respective countries import duty rates and compare the estimated duty cost to the cost of the ATA Carnet. If the ATA Carnet is more expensive, just pay the duties and forgo the ATA Carnet. It pays to use a tradeshow recommended forwarder! Getting your booth and materials into the country and to the front door of the show is relatively easy. The trick is navigating the madness on the trade show floor as the event is being set up. The forwarders chosen by the Continued on p. 58

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MARKETING Continued from p. 56 show organizers were picked because they know everyone behind the scenes working the show – as well as all the potential union/worker/organizer complexities. Using the recommended or an experienced trade show forwarder means the chances are much better that your booth will arrive on time, in one piece and with fewer hassles. This peace of mind is generally worth the extra cost - because you are there to generate new business, not chase around for booth materials missing. Lead Collecting Systems at the Show Site Exhibitors attend a show to generate leads that create new business. Help them to do this. International audiences may require a slightly different approach. In the analog strategy, every booth staffer in the stand needs a notepad and a small stapler. Get a business card from every qualified lead you meet. Take notes during or after every conversation. Staple the business card to the notes for that lead. You will talk to hundreds of people during the show, and you may forget most details of every conversation. This helps keep everything organized and the follow up personalized and relevant. Scan and save every business card and note from each day. Make sure the file is saved to the cloud or a computer that does not come with you to dinner. There are countless stories of sales reps taking their sales lead note pads to dinner/the bar after the show and losing everything. 58 SEPTEMBER 2016 Exhibit City News

For digital strategy, Genius Scan is an app that uses the camera on your phone to scan documents and then save and/or email the scanned documents to a safe email address. Evernote is a note taking app for your phone/ tablet, one of the most popular note taking apps in the industry. Features are: »» You can take notes via text. »» Using a stylus or e-pen, you can take hand written notes directly into the app. »» You can take a picture of a business card and attach it to the note for that potential customer. »» Everything is instantly uploaded to the cloud. »» If you don’t have your phone/tablet data turned on or mobile networks are weak or nonexistent, you can sync your Evernotes at the next WiFi connection opportunity. Arrive a Day Early and Have a Pre-show Meeting Murphy’s Law is alive and well in all corners of the Earth. So you will want to plan a little extra time to tie up loose ends before everything begins. Every well-oiled machine needs a plan and someone responsible for the success of that plan. Appoint a Booth Leader who has authority and is responsible for performance at the show. If no one is in charge, it is easier for people to shirk their responsibility for making the show a success. Some discussion points: »» Booth Coverage & Meeting Schedule. Everyone should have a number of meetings scheduled walking into the show. Therefore, everyone should coordinate meeting schedules to make sure there is someone at the booth at all times. Ideally, this should be coordinated as meetings are

booked before the show.

»» Game Plan & Team Work – Everyone should be crystal clear on what the general goals are for the show and what each team member’s goals are for the show. Everyone will be talking to hundreds of people about all kinds of topics - including topics of interest to your colleagues. For example, if you are the European sales manager and happen to find yourself talking with someone from the Asian markets, you should know that the Asian market sales manager is looking for distributors and make sure to get their business card and/or introduce them to your colleague. »» Rescue Plan – There will be people who will talk your ear off and waste your time. Create a discrete, non-verbal signal to alert your other team mates to rescue you from a conversation that is going nowhere. Or just have a pre-planned way to politely - and quickly - end the conversation. Generating Booth Buzz A busy booth with people talking and laughing is a booth potential customers want to visit. If things are slow or the foot traffic is passing you by, try this: »» Learn some good stories and/or jokes. »» Make friends with your neighbors and/or other vendors at the show. »» Invite your friends and neighbors to your booth, tell your jokes and enjoy the laughter. »» Critical…make sure that everyone understands that when a potential customer comes to the booth, you shift your attention to the customer. »» Return the favor. Resources Familiarize yourself with

all the services offered by the show organizer, services like: »» Translators - and the process to book their time. »» Who you contact if there are issues with your booth space or you need more chairs, an extension cord, coffee, etc. Your local partner can help here. »» US Department of Commerce or Illinois Department of Commerce and Economic Opportunity are resources. Both of these resources attend many of the larger trade shows around the world. If they are there, they have been to the show many times and know all the show organizer key contacts and how to get hold of them. Post Show Follow-up Do It! A follow-up package breaks leads out into three categories: 1. Ready to buy 2. Just looking 3. Existing customers Each of these people are at a different stage in the purchasing journey, therefore each needs a different message. The goal is to create boiler plate body copy based on the needs of each category and then allow for a personalized greeting and sign off. This way, it’s possible to process through more lead follow-ups faster, while still keeping content relevance and quality high. Turn lead generation into a game. Assign a hypothetical dollar amount to each lead category. After the show, all the reps can add up their leads, multiply by the lead category value and the rep who gets the high score can win a prize. Then, create a follow up deadline. When you get back from the show, it’s all too easy to let the emails and

tasks that piled up while away take over and distract you from the follow up process. A firm deadline will help make it a priority so it gets done. It takes eight touch-points to make a sale. Your follow up email/call/snail mail is only the second touch point along this process. You will want to plan out six more unique and relevant touch-points in the future. A Customer Relationship Management software can help with this. Among the most wellknown CRM’s right now are Salesforce.com and Basecamp. There are a number of other good CRM systems out there at varying price points. They all do a relatively good job at keeping track of cus-

tomer communication. Some have features like email blast functionality and address book integration which can help with the email side of the follow up process. The key point in the follow up context is that CRM’s allow you to set up alerts for sending out your eight touch-point based follow up procedure. Before you send out an email blast, though, make sure to research the spam laws in the respective countries. The EU, for example, has strict opt-in laws that prohibit mass emails without each email opting in. Was The Show Worth It? Measure Results! There are a number of different ways to look at this;

each can be useful and vaild:

»» ROI - Return On Investment. Did we sell enough product to get a return on our investment? »» ROO - Return On Objective. For example, Did we find new distributors, PR Partner, train sales reps, etc…whatever the objective was going into the show. »» ROR - Return On Relationship. Were you able to deepen or begin new relationships with existing or new strategic partners? »» ROOC - Return on Opportunity Cost. Sometimes you have to show up in order to make sure people know you are still around. If you decide not to go to a show that was regularly attended in the past, customers might begin to question if you are still in business, damaging brand perception. »» ROE - Return on Emotion. Measure

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the value of a guest’s emotional experience for the time spent in your space. The comments from this small group of experienced exhibit managers reflect their personal experiences over the past years. Their opinions reflect a common knowledge and a basic understanding to define trade show success. Each new international trade show experience has its own unique story to tell about a world region. Many trade show strategies and road maps have similar paths to success, regardless where an event is held. The unique differences when exhibiting abroad can never be completely captured in a single book, article, or focus group but many of the concepts shared here by veteran exhibit managers offer first hand insights to help keep us on a narrow path.

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ExhibitCityNews.com SEPTEMBER 2016 59

These guys worked with Wolfgang Puck and many other great chefs and started Fill R Up Gastro Garage. They buy their tools to cook with at Pep Boys.

The Magic of BizBash IDEAS, KNOWLEDGE, NETWORKING BY GWENDOLYN C.W. CAMPBELL

60 SEPTEMBER 2016 Exhibit City News

The recently held BizBash Live Los Angeles 2016 focused on what is new in events of all types, from corporate to association, and Exhibit City News was there. This year, BizBash Los Angeles shined a light on what was new in events of all types with an emphasis on service, relationships and innovation. People attend live events and trade shows for two reasons – to make connections and find out what is new. Nicole Peck, executive vice president of BizBash, told ECN that one ways they connect people is by partnering with E-180’s matchmaking technology to deliver a new peer-learning hub experience for all participants in the form of Brain Dating. Akin to Tinder for the mind, Brain Dating is designed to give all participants (attendees and sponsors/exhibitors) an easy way to connect and meet one-on-one with like-minded individuals. Via offers or requests, it provides a simple matchmaking platform for those who are looking to learn best business practices, get advice from fellow attendees, or find a new event partner. After an offer is accepted, a date is set up in the Brain Dating lounge (which was beautifully designed by Blueprint Studios) and introductions are facilitated by E-180 team members (matchmakers). At the LA BizBash, a one-day show, more than a hundred Brain Dates took place in the lounge on topics such as making Snapchat work for your event, trends in IT/tech industry and working with committees for fundraising events, just to name a few. The platform was open postevent as well, allowing all to continue their conversations and connections. Amanda Ponce, director of VIP Services at The Belasco Theater said BizBash is “like a trade publication” for the special events industry. BizBash is a resource widely used by the event industry, while The Belasco Theater hosts major events. Bringing those attending BizBash LA 2016 to The Belasco Theater to let loose after a long day is something that just naturally evolved. A fun part of the evening was when LED lit robots danced on stage with a live drummer playing along to electronic music. This after the robots danced all day on the floor of the show. Champagne Creative Group,

Photos by Philip Hoffman

SHOW FLOOR

Being interviewed David Adler, founder of BizBash L.A.

Photos by Philip Hoffman

Amanda Ponce at the Belasco Booth

Las Vegas and Rolando Espinoza brought the robots to the event. The Belasco Theater hosted the party as way of thanking the BigBash group for all their support. The bar was pouring great wine, the kitchen offered a non-stop array of appetizers, and by 7 p.m., the dance floor was full. Another vendor brought in cotton candy brightly lit from the core. And Todd Elliott of Elliot Entertainment took to the dance floor, demonstrating amazing swing steps. It is definitely okay to have fun while working a booth as Robert Smith, The Conjurer, showed us during BizBash LA 2016. A magician by trade, Smith started performing magic when he was in high school. When he entered the market place, he found how crowded it was. In 2011, friend Richard Renner suggested the idea of The Conjurer, mentioning the Zolter Speaks fortune machine from the Tom Hanks film, Big. Robert built the box, got in it and was the robot. People could push a button and he would come to life, do a magic trick and give them a fortune card. Over the past four years, the act has evolved organically into what it is today totally based on guest feedback. This attraction offers an incredibly unique and eye-catching entertainment option for all type of events. The Conjurer also offers some unique customized branding options. But talk about fun, Alex Wilfand, president of Ice Creative Entertainment, brought ice skaters and a skating rink to @ExhibitCityNews

the floor of BizBash L.A. 2016. Wilfand said that making so many new contacts and starting relationships with new and interesting people was a blast. Alex started as a skater on the Olympic level and had starring roles in Disney’s “Incredible on Ice” and “A Hundred Years of Magic.” From there his business evolved. Adam Manacker from Fill R Up Gastro Garage set up a gas station full of guys with blow torches, some large, some small, and welding glasses that filled attendees up with savory brioche style doughnuts with creams and cheeses, and then topped them with ingredients to form delights from pizzas to Cubanos. Fun presentation! And there was much more! Gauro Coen, national sales manager (events) for Signature Systems Group, displayed a floor that looked like it will absorb the pain of standing on concrete all day. Chris Esposito, vice president of Totally MOD, set up a lounge area with telephone charging stations, computers and more. There was a life size motorcycle in perfect detail made out of balloons designed by Addi Somekh of New Baloon Art. There was ice cream made in a few seconds using nitrogen sprayed into a bowl of ingredients by Benjamine Fernebok, founder of Super Cool. And Bill Hinchliff, president and CEO of IPME, showed how to build a city or an office from containers. Andrea Hooper, event manager and culture conductor for

LED Lit Robot with event planners attending the party at the Belasco Theater

Zappos, led a great workshop. Bamboo Studio, eco products, supplied all the serving and dishware for two luncheons. The Palm downtown brought in unlimited lobster pieces, steak sliders and lobster salad, while Maggiano’s served great pasta and chocolate truffles for everyone. With so much going on, we can’t possibly mention it all here. Go to the next BizBash, held in many major cities across the country, and see for yourself. Check out the Belasco Theater at www.thebelasco. com. Find out more about dancing robots at www. Champagnecreativegroup.com . Learn more about The Conjurer at www.robertsmithpresents.com. Check out more about Ice Creative Entertainment at www.creativeentertainment.com. ExhibitCityNews.com SEPTEMBER 2016 61

CONVENTION CENTER SPOTLIGHT

EAT You may enjoy many different cuisines in the wonderful country of South Africa. Experience four-course meals with Old World-style elegance and choices. Enjoy De Morgenzon Stellebosch wine while enjoying Baroque music 24-hours a day. The Azure Restaurant serves a winter lunch special which features exceptional food and fireplaces for romance with your special someone. Looking for something simple and quick? Visit The Café Grill, open 24 hours with a flexible menu from burgers and sandwiches to salads. If visiting during the summer, don’t forget to ask for the ice cream and fresh fruit menus.

By Kathy Anaya

he Cape Town International Convention Centre in South Africa was formed in 1999 through collaboration between the City of Cape Town, the Provincial Government of the Western Cape and the business sector. It is jointly owned by the City of Cape Town, the Provincial Government of the Western Cape and Sun West International. The primary objective behind the formation of the holding companies was to deliver a world-class international convention center in Cape Town that would provide meeting, convention and exhibition services and facilities for local and international organizations and their guests. At the CTICC, sustainability is not something they do, or a measure of value that they add; it is at the heart of who they are. They have committed fully to sustainability as a core business ethic and, as such, they acknowledge the imperative to practice sustainability in all that they do. For them, sustainability is the one, non-ne62 SEPTEMBER 2016 Exhibit City News

gotiable key to lasting business success. Given this recognition, they know that they have a responsibility to lead sustainability and set an example for the entire industry. This passion for sustainability leadership saw the CTICC become the first convention center in the world to report sustainable practices in line with Global Reporting Initiative standards, achieving B+ compliance with G3.1 guidelines for its 2013/14 Integrated Annual Report. Importantly, they align sustainability reporting with GRI not as a public relations exercise, but because they believe that by achieving these high standards, they will inspire others in the industry to follow suit. Located at the southern tip of the African continent, South Africa is both a paradise of natural beauty and a country with a vibrant economy. Cultural diversity is one of its greatest assets, with a rich heritage of local traditions that sets the land apart as a tourist destination of incredible variety and wonder

There are so many hotel accommodations in Cape Town from which to choose. Whether looking for a bed and breakfast or just inns, consider staying at the five-star Cape Standard that offers guest houses only 10 minutes from the waterfront, surrounded by restaurants. For other five-star resorts, stay on the waterfront at the Southern Sun Waterfront Cape Town Hotel or receive a free upgrade at the Cape Heritage Hotel.

PLAY Perfectly positioned in Cape Town’s bustling foreshore, the Cape Town International Convention Centre is only a short distance from a number of exciting attractions and amenities – from iconic Table Mountain and the thriving V&A Waterfront right on its doorstep to popular destinations such as Kirstenbosch Botanical Gardens, the Winelands and Cape Point, within an hour’s travel. Choose from a variety of pre-and post-convention attractions or approach one of the many professional and experienced destination management companies specializing in customization of a perfect Cape Town experience.

Photo courtesy of Cape Town International Convention Centre

Cape Town International Convention Centre

SLEEP

NETWORKING

Networking is Bliss to Storage West’s Power Couple BY ARTHUR BLOBERGER

Everyone knows Kevin and Laura Fairchild of Storage West. No, really. And if you don’t, you should. In fact, odds are you’ve scribbled a note or two on one of the many Storage West notepads they’ve given away to customers, both potential and loyal, over the years. Everyone loves notepads. And everyone loves the Fairchilds. Their energy is remarkable and their enthusiasm contagious. They’ve been happily married to each other for 37 years, while, professionally, they’ve been successfully married to Storage West in Las Vegas for 11 years. “When we started in storage eleven years ago, it wasn’t that big of an industry,” says Kevin. “There were only six stores in Las Vegas, now there are 13,” adds Laura, completing his thought, as spouses often will. Coincidentally, about the same time they got married, Storage West began to grow from its early days in the late 70s to a powerhouse southwestern storage company, whose reach encompasses 52 locations in four states: Arizona, California, Nevada and Texas. 64 SEPTEMBER 2016 Exhibit City News

Laura and Kevin Fairchild

And now, in a well-deserved promotion, the Fairchild’s are spearheading Storage West’s community relations campaign to get the word out to those uninformed entities that have yet to discover the quality, value and real customer service afforded by Storage West and their facilities. “What we are doing now is proving how networking actually works, by getting our name out there, getting involved and doing community service and that type of thing,” says Kevin. “We’ve met all the politicians, we’ve met the governor and we’ve met all the senators and congressmen. Everyone knows Kevin and Laura from Storage West.” “But it’s not just networking. We volunteer our time and give back,” says Laura, citing a recently held food drive. “Storage West believes in the community,” finishes Kevin. And that’s why the company motto is “Here for You,” and why they belong to more chambers of commerce, registers, clubs and business groups than you can shake a stick at. Needless to say, just about every mover

and shaker at every one of those meetings knows the stalwart Fairchilds. “Right now, we’re strictly concentrating on Vegas,” continues Laura, “working with (Director of Sales and Marketing) Don Willis to try and figure out exactly how we’re going to do the other three states. Right now they have people who are doing what we used to do. Eventually he wants to get a person in each one of the districts to do what we do.” Willis knows the goldmine that he has in the Fairchilds. “They, more than any couple I’ve ever met,” he says, “when I ask them what is their bliss in life, their response without hesitation is networking. They love to network and that’s why I’m so excited that they can spend so much time focusing on networking in the Las Vegas area, because it is truly their bliss.” “And I love the fact that I can exploit the daylights out of them!” he adds with a laugh. Speaking of exploitation, when it comes to Sin City, Storage West is the only storage company recognized

by the Las Vegas Convention and Visitors Authority and the only one listed on their website. One reason for that is Storage West will receive its clients’ packages and deliveries for free just for renting with them. So if you’re an out-of-state convention exhibitor, you can save a lot of money by having your shipments sent directly to a storage unit as opposed to onsite at a convention center. And for locals, they also sell moving supplies and they’ve even got a free moving truck. “The Eastern store and the Flamingo store get most of the convention business here because they’re closer to the Las Vegas Convention Center,” says Kevin. One thing is for sure, the Fairchilds are a team – you won’t see one without the other. To know them is to love them, and that’s what makes them the perfect ambassadors for Storage West. To learn more about Storage West, please visit www.STORAGEWEST. com. To learn more about the Fairchilds, just look over your shoulder. They’re practically everywhere.

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ExhibitCityNews.com SEPTEMBER 2016 65

MEMORIAM

Norman Yahraus

Norm was a problem solver and inventor, holding two U.S. patents for the “Yahraus Doghouse” which are still used in the portable power industry today.

66 SEPTEMBER 2016 Exhibit City News

Born January 24, 1936, in Lakewood, Ohio, Norman J. Yahraus went home to be with the Lord August 4, 2016, after a courageous battle with cancer. He joined the U.S. Air Force in 1954 and was stationed at Nellis AFB in 1955, where he worked on computerized radar gun sights and flight simulators. After his service, he worked as an apprentice electrician at the Flamingo and Stardust hotels, then at the Nevada Test Site as a general foreman. In 1969, Norm took a job with Electronic Specialties, which was the first electrical convention contractor in southern Nevada. He remained in the convention electrical field and was hired by GES Exposition Services (a subsidiary of Dial Corp) in 1970. While with GES, his career advanced from general foreman to becoming vice president of Electrical Services and eventually a corporate vice president and officer of Dial Corp. In 1990, he helped GES form Trade Show Electric, which provided power and plumbing services to 80 percent of Las Vegas tradeshows, and opened offices in 14 other cities. During his

career, Norm revolutionized the convention power industry by implementing a motorized-hoist system for tradeshows to hang electric signs, in addition to the invention and development of a portable, pluggable distribution system for the tradeshow and special event industry (which is still utilized today). In 1996, Norm was hired by the Sands Expo and Convention Center to create a new in-house technical services division called Show Tech Services. After leaving the Sands Expo, he partnered with Convention Technical Services (CTS) to provide portable power in facilities throughout southern Nevada and other west-coast locations. He also developed TEAM Company, which provides cleaning services for the tradeshow and event industries in Las Vegas. Norm was a problem solver and inventor, holding two U.S. patents for the “Yahraus Doghouse” which are still used in the portable power industry today. Norman is survived by his loving wife of 35 years, Myla, and his daughter, Paige. He was a great friend and inspiration to many, and we know that his soul is at peace with Jesus.

EDUCATION

68 SEPTEMBER 2016 Exhibit City News

beMatrix Partner Training a Success!

eMatrix Partner Training was recently held at the beMatrix USA facility in Atlanta, Ga., and beMatrix was happy to welcome both new and familiar faces to their training. In between the games, the food, the classroom and the hands-on activities, there was a lot of valuable knowledge exchanged. The results are in and beMatrix Partner Training was a huge success.Â Be sure to check out the photos on their Facebook page and keep a look out for their upcoming Fall Training, scheduled to be held later this year on November 10th and 11th, 2016.

For more information about beMatrix, producer of custom systems for stands, events and displays, visit www.bematrix.us or email Robert Laarhoven at info@bematrix.us.

@ExhibitCityNews

ExhibitCityNews.com SEPTEMBER 2016 69

PEOPLE ON THE MOVE

People on the Move

mployco USA Welcomes Jizleth Rios, Dylan Friedman and Kate Wojtan (right) to its team. Rios is a new account executive who began her career in financial services as a coordinator at New York Life. She has hands-on experience in life insurance, retirement planning, college funding and long-term care. Knowledge, loyalty and long relationships with clients are what has made her so successful. Rios has a Bachelor of Arts in Communications from Saint Xavier University in Chicago. Friedman also joined as an account executive with experience in payroll, human resources, benefit administration and group benefits such as health and life insurance. He began his career in financial services with AmCheck Payroll, where he learned HR outsourcing, benefit administration and payroll. Friedman has a Bachelor of Science in Management with an Emphasis in Leadership from Northern Illinois University. Wojtan also joined as an account executive. She began her career in the financial services industry as a representative at New York Life in 2012. Her knowledge and dedication to her clients is what has made her successful in her career and building lifelong relationships. Wojtan has a Bachelor of Science in Economics from DePaul University in Chicago. The Los Angeles Convention Center, professionally managed by AEG Facilities, is thrilled to announce the promotions of Ellen Schwartz (right ), Estella Flores, and Sandra Lady. Schwartz has been promoted from VP of Sales & Marketing to assistant GM. She joined the AEG Facilities team during the LACC’s initial transition from public city management to private management. In her new role, Schwartz will continue

70 SEPTEMBER 2016 Exhibit City News

By Exhibit City News

to oversee the Sales & Marketing Department as well as the Event Services, Taste of LA by Levy Restaurants, Encore, and Smart City departments. Flores has been promoted from facilities manager to director of facilities. She held various positions in her 12 years at the LACC and possesses extensive knowledge of building operations. She led the LACC’s sustainability initiatives and LEED: EB+OM Gold recertification (2015). In her new role, Flores will continue expansion of environmental sustainability initiatives and oversee the set-up and cleaning departments. Lady has been promoted from senior sales manager to Director of Sales. Sandra joined the team over two years ago and has been instrumental in attracting new business as well as retaining existing clients. Her strategic yet personable approach has been essential to driving occupancy and revenue at the LACC. In her new role, Sandra will lead the Sales department. Creatacor, Inc., an award-winning exhibit design, fabrication and trade show management provider in Clifton Park, N.Y., is proud to announce the addition of three new employees to the logistics and fabrication team. Patrick Taylor joins as a logistics technician. With a passion for reconstruction, Taylor will put his knowledge and skills to work as part of the production team, responsible for assembling displays from concept creation to fully constructed structures. Two new fabrication technicians, John Hillis and Don Feeley, have been hired to assist in the construction, assembly, crating, and shipping process of trade show exhibits from typical inline displays to multidivisional and

multilevel corporate environments. Hillis studied architectural wood carving in England. He holds a bachelor’s degree from the Southwest Baptist University in Bolivar, Missouri. A voracious reader, Hillis resides in Schaghticoke. Though new to the exhibit design and building industry, Feeley has immersed himself in the company’s trade and has quickly become an asset to the team. He resides in Rensselaer. According to Will Farmer, COO, Creatacor, “These gentlemen bring their unique knowledge and skills to the team, which will help us continue providing clients with the superior quality work, creativity and outstanding service that Creatacor is known for.” Orbus Exhibit & Display Group, one of North America’s leading trade suppliers of display, exhibit and event solutions, has increased its employee volume by 10% from the first half of this year, giving the company a total of 391 employees. New hires have filled positions across all facets of Orbus’ business units and departments in its Illinois and Nevada based operations. Hired were: Doug Hellerman, business development; Chris Roebuck (left), information technology; Melissa Solomon, inventory analyst; Sal Marquez, videographer; Grisel Correa, payroll administrator; Richard Berardi, print operator; Ana Lara, sewer; and Hollis Caroll, systems designer. New employees have been instrumental in allowing for Orbus’ continuous improvement in manufacturing, graphic and customer service capabilities and are primarily additions due to growth of the business. As the company strives to be an industry leader in the manufacturing and production of exhibit and display solutions, new, skilled employees help to benefit clients through superior customer service and expediting fast turnaround times. As 2016 continues, further new hires are anticipated to Continued on p. 72

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ExhibitCityNews.com SEPTEMBER 2016 71

PEOPLE ON THE MOVE Continued from p. 70 maintain Orbus’ continuous focus on quality, improvement, customer service, innovation and growth. GES, a global full service provider for live events, announced that it has expanded its Events team with the hiring of three experienced live events professionals. Nicholas Mirabile joins GES as vice president of business development, bringing extensive experience in multi-national organizations focusing on live events, consumer activation and experiential marketing. Most recently, Mirabile was senior vice president of business development and global events for TBA Global. Renee Mancino (right) is GES’ senior account executive, responsible for developing new corporate event business with an emphasis on strategy, content development and aligning brand messages for business meetings and general sessions. She joins GES from InVision Communications with 25 years of marketing, account management and business development experience. Rick Shahum is GES’ senior account executive specializing in B2B and B2C corporate event services for the technology sector, consumer product companies, sports properties and nonprofit associations. Prior to joining GES, Shahum directed business development for TBA Global. “Nicholas, Renee and Rick are tremendous additions to our events team,” said GES Senior Vice President of Events Dan Hilbert. “As brands continue to recognize the unique value of events in driving sales, building relationships, and brand loyalty, we are expanding our events team by recruiting some of the best talent in the business.” Lauren Stickler recently joined International Display & Exhibit Corp. as its marketing director. Stickler is responsible for developing and delivering marketing and communications strategies for the organization and 72 SEPTEMBER 2016 Exhibit City News

aligning brand messaging across all audiences. She will manage the company’s social media presence and work closely with its sales team to develop and provide them with new and innovative tools and methods to service their customers. Additionally, Stickler will steer the development and implementation of the company’s digital marketing tools, including the redesign of the organization’s website to highlight the company’s extensive exhibit services and enhance and streamline the customer experience in both its trade show exhibit and hospitality industry display products. Dale Adams has been appointed general manager, Gila River Arena, the 18,300-seat multi-purpose arena home of the NHL’s Arizona Coyotes, concerts, family shows and other sporting and special events, as announced by Chuck Steedman, CEO, AEG Facilities. Adams, who joined AEG in 2007, will also retain his vice president content development title and responsibilities. As GM, Adams will be responsible for the management of all of the arena’s front and back of the house operations, in addition to guiding business operations, event programming, the creation of new events, advertising, marketing and the development of new revenue opportunities. The Georgia World Congress Center Authority recently announced the appointment of Gwendolyn Miller-Jones (left) as senior director of human resources. Miller-Jones joins the GWCCA bringing more than 20 years of experience in domestic and international human resources leadership. Her extensive resume stretches across various industries, including positions with Starbucks, WHSmith Travel Retail, FedEx, The King Center and Gerber Products Company.

During her career, Miller-Jones has been recognized for her skills at building HR infrastructure, organizational development, and for implementing continuous process improvements. In addition, she is an expert in leveraging leadership assessment skills to achieve business results. The Global Association of the Exhibition Industry, Union des Foires Internationale, has announced that Dianne Young (left), CEO of Exhibition Place, Toronto, has been unanimously elected as a member of the UFI Executive Committee. This Committee is responsible for developing the general policy positions of UFI. Young previously sat on the UFI Social Corporate Responsibilities Committee, and continues to chair the Sustainable Development Committee. In 2014, she was the first Canadian member to be elected to the UFI Board of Directors. Now, as a member of UFI’s Executive Committee, she will continue to pursue her commitment to the exhibition industry and to environmental sustainability. MG Design is pleased to announce Ben Hermsen (left) has been promoted to director, digital solutions. Since joining the MG team in 2013, Hermsen has been instrumental in helping clients build their digital tradeshow footprint and engagement with custom digital content including animation, video, interactive and web capabilities. These capabilities are offered by MG’s magnify TM team as part of their full-service engagement marketing group. Winners of the 2015 EXHIBITORLIVE Best of Show, MG has been building great experiences for more than 55 years. Through imaginative trade show exhibits, corporate events, branded environments and marketing engagements, MG’s experiences engage face-to-face, enhance relationships and evoke action.

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ExhibitCityNews.com SEPTEMBER 2016 73

GO FUND ME

Help Osker and Become a Heart Warrior BY EXHIBIT CITY NEWS

Ed Blas is currently the graphics manager at Exhibit Fair International in Las Vegas, Nev. Prior to that he was with GES, where he worked for 11 years from part-time graphics production tech to being their corporate IT creative services tech. Now his son, Osker, needs help. Your help. How could a simple visit to the pediatrician for a pesky cough lead to a fight to save Osker’s life? For the last nine years, Osker has been misdiagnosed as having Asthma. No one ever understood why he was almost always fatigued, pale faced and couldn’t run around like all the other kids. His doctor at Desert Valley Pediatrics noticed a heart murmur when examining him and immediately referred his case to a well-respected pediatric cardiologist who said that most heart murmurs are benign. That is when the medical roller coaster began! Enlisting the services of the Children’s Heart Center at the beginning of January 2015, Osker received his first EKG and Ultrasound. Days later, Osker was diagnosed with Severe Hypertrophic Cardiomyopathy (the thickening of the heart muscles), the leading cause of Sudden Death Syndrome. Osker’s heart could decide to give up at anytime. The next steps were a series of tests to determine the 74 SEPTEMBER 2016 Exhibit City News

To help Osker, please visit his Go Fund Me page at:

GoFundMe.com/Heart-WarriorOsker

thickness of the muscle and the pressures in the heart and lungs. It would take two weeks to get the results. Osker’s next visit to the cardiologist took place in a private room, away from his parents, Ed and Kim – never a good feeling. His parents were told that he needed a Heart Transplant. They still remember the words slowly spilling out of the doctor’s mouth like cold molasses, so surreal! “How can this happen? Why our son?” they asked. “Where do we go from here? Is he going to live and how long? We

have no control! We have no definite time of how long his fragile heart will continue, and we definitely have no promises of tomorrow.” For now, they treat every day like it is Osker’s last night on this Earth. In June of 2015, Osker was sent to the Children’s Heart Institute in Minneapolis, Minn, for a second opinion with one of the nation’s top ranked Pediatric Hypertrophic Cardiomyopathy doctors. At this visit, the second opinion received confirmed that the transplant was the only resolution for his

survival. The doctor added that his liver and spleen were enlarged and that was obstructing his stomach. This was the answer to why Osker could never eat very much and if he did, why it would all come up. After months of testing, numerous doctor visits, medical procedures and vials upon vials of blood, the family was finally referred to UCLA Medical Center to start the process to get on UNOS (The United Network for Organ Sharing). Assigned to one of the best transplant teams in the nation, on August 27, 2015, they received a call from their transplant coordinator, finally making it on the UNOS list! There was now a renewed hope and a glimmer of a small light that could finally be seen at the end of the tunnel. Osker is a great kid! He is kind, smart, funny, generous, loving and most importantly, he is a FIGHTER and a HERO! For parents to see their child in the hospital is completely heartbreaking, but to see them bounce back would be completely inspiring and motivating. Soon, he may even be granted a wish by the Make-A-Wish Foundation. Please help Osker in his fight. Become a Heart Warrior and donate to his cause. Please give what you can…even if it’s just a message of hope and/or encouragement to get through this difficult time.

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Lip Smacking Foodie Tours of Las Vegas

fter only a year in business, Lip Smacking Foodie Tours has quickly soared to prominence, landing illustriously in TripAdvisor’s “Top 10’’ list of tours in Las Vegas.

76 SEPTEMBER 2016 Exhibit City News

It’s a testament to the professionalism and satisfaction offered by this unique culinary walking adventure. Guests on the tour are treated like VIPs as they experience the most distinctive restaurants

on The Strip and Downtown, partaking of a variety of signature dishes and buzzy insider knowledge. Lip Smacking Foodie Tours hosts award winning food tours with visits of up to five of the top restaurants on The Strip or Downtown. Guests receive VIP service with immediate seating, chef interaction, three to four signature dishes at every restaurant and a guided walking tour between stops, packed with insider information on Las Vegas and the sights along the way. Lip Smacking Foodie Tours is consistently rated as “exceptional’’ on TripAdvisor and Yelp. Thrillist deemed it, “Best New Tour.’’ And INVEGAS Magazine awarded it “Best Tour in Las Vegas.’’ Led by knowledgeable guides, the tours take the guesswork out of dining in Las Vegas by offering a variety of carefully curated experiences, each with stops at up to five of Sin City’s most acclaimed restaurants. You can choose from: Afternoon Culinary Adventures: A 2 ½-hour casual, afternoon stroll of eating and exploring that allows plenty of time for other things that evening. It includes four stops that are sure to satisfy each and every palate. Price is $125 per person (includes guide, 12+ signature dishes, and gratuities). Savors of The Strip: A 3-hour glamorous evening extravaganza that is a show in and of itself as guests are whisked

Photos by Krystal Ramirez

THE DEAL

mon›s Carson Kitchen, Glutton, Itsy Bitsy Ramen & Whiskey, and Hexx (Nevada’s only bean-to-bar chocolate company). The tours are ideal for locals, tourists, corporate groups, client dinners,

team-building, conventioneers and special celebrations. For more information, visit LipSmackingFoodieTours.com or call 888-681-4388.

Photos by Krystal Ramirez

inside the exclusive doors of five of Las Vegas’ most dynamic restaurants to enjoy adventurous and luxurious fare. Price is $199 per person (includes guide, 15+ signature dishes, and gratuities). Downtown Lip Smacking Tour: Get to know Vegas› newly revitalized downtown area, bustling with spirit and spunk. This lively, informative outing is 2 ½ hours of eating and exploring, with visits to the most magnetic, chef-driven restaurants that are all about farm-to-table, seasonally-focused, artisan-crafted fare. Price is $125 per person (includes guide, 12+ signature dishes, and gratuities). Lip Smacking Foodie Tours is proud to partner with such exceptional establishments as Chef Brian Malarkey›s Herringbone, Food Network star Giada De Laurentiis’ Giada, Estiatorio Milos, Chef Jose Andres› Jaleo, Chef Michael Mina›s Bardot Brasserie, Chef Shawn McClain›s Sage, Javier’s, the late-great Chef Kerry Si-

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ExhibitCityNews.com SEPTEMBER 2016 77

EXHIBIT CITY PUZZLER A Custom Crossword by Gail Beckman CustomCrosswords.com 2

13 15

28 33

37 39 44

59 64

69 74

63. Short for number 64. Information Technology, shortened 66. Central Processing Unit, for short 67. Take off 70. It’s in the eye of the beholder 71. Neither need 73. Providence state (abbr) 74. Doctor of Science, for short 75. Symbol for tantalum

36 33

24 19

T 25

A E

X H 2

E R

T 5

T I

22 16

N E

P N

N D U

T L

R M S 42

M S H

A 35

W O R

T B

D O N

H 4

M E

R O

T 59

R O

O O

E B

N W O K

E S

79 69

C I

O 3

E 50

W N 1

68 62

O U

33. International term referring to the aisle 34. Payable to the driver 39. Comfort 41. Significant time period 42. (with 59 across) Combining two or more types of AV support in a pre-sentation 43. Get out of the way 45. Fro’s partner 49. Nashville state (abbr) 51. Specified area where visitors can plug in their electronic devices: Charging ______ 53. Flower beginning 55. Pillar which is usually shown on the floor plan as a solid square 59. Most common width for a backwall panel 60. Make a mistake 61. Sound reproduction

D O

O N

62 66

12 14

DOWN

A L

1. Display stand 2. Possess 3. Chicago state (abbr) 4. Staff members assigned to work in an exhibit: _____ Personnel 5. That thing 6. Space on an outside wall: __________ Booth 7. Are you ____ hurry? 8. Cocktails, for instance 9. Large CA city, shortened 10. Event visitors 12. What’s up, ___? 14. Madison state (abbr) 15. Particular spiritual entity, and a Cirque du Soleil show 17. Diagram 18. Certain day of the wk. 20. Above board 21. Documentation that merchandise was in good condition immediately prior to its shipment: __________ of Inspection 23. Between la and do 28. Exist 29. Research or residence, for short 30. An exhibit with separate components that must be assembled on-site 32. Astatine symbol

78 SEPTEMBER 2016 Exhibit City News

1. Found within an exposition center: _______ Hall 6. It has aisles on three sides: _________ Display 11. Bunches (2 wds) 12. Doctor of Engineering, for short 13. Already there 14. As opposed to play 16. Just like you found it (2 wds) 19. “Sparky” 22. Shipping follower 24. Football pos. 25. What’s that you say? 26. Shortened hello 27. __ - line is an exhibit constructed in a continuous line along an aisle 28. Time specified for the closing of an exhibition and the beginning of dismantling: Show _____ 31. When you’re due to show up (init) 33. General Agreement on Tariffs andTrades, shortened 34. There are three in a yard 35. Short for Mountain Standard Time 36. Aluminum symbol 37. Arizona attraction 38. Type of retardant 40. Items in a contract 43. Great Lakes state (abbr) 44. Go to lunch 46. Alright 47. Infrared, for short 48. Tenth mo. 50. “Help me” initials 52. A Three Wire is an electrical ____ with a continuous ground as well as a negative and positive wire 54. Request for services prior to the installation date: _______ Order 56. Implement 57. Zion state (abbr)

58. UFO pilot 59. (see 42 down) 62. Sign up 65. Utterance of hesitation 66. Critical ratio, shortened 68. In opposite 69. A length of lighting, for one 72. ____ of the moment 74. Department of Transportation, for short 76. Short for Return on Investment 77. Certain Steward 78. Piece of cake 79. Precedes active

Answer Key

ACROSS

Champion Logistics Group has a transportation divison specializing in the coordination of trade shows and special events. Champion provides the most reliable and flexible trade show transportation in the industry.

@ExhibitCityNews

ExhibitCityNews.com SEPTEMBER 2016 79

QA Question: Where can you find industry features, maps, insider information, shop talk and free stuff?

Answer: Exhibit City News, of course!

Sign up for six stunning, full-color issues of ECN and get our very special 20th anniversary edition, 52 weekly digital updates and free stuff to wear proudly!

Go to ExhibitCityNews.com/subscribe or Call 702.309.8023

Trade Show Calendar US CENTRAL

Att = Attendance | CC=Convention Center | Exh = Exhibitors | Nsf = Net Square Feet

Show Roofing Contractors Association of Texas - RCAT Parcel Forum Colorado Association of Libraries - CAL Colorado Association of Realtors - CAR Independent Electrical Contractors Electric Expo - IEC Con OilComm Shop.org Annual Summit Advanced Manufacturing & Technology Show - AMTS INCOMPAS Show Association of Records Managers & Administrators - ARMA Fall Toy Preview - TIA CONSTRUCT BICSI Fall Conference & Exhibition West Texas Oil & Gas Convention Texas Municipal League - TML International Pump Users Symposium & Turbomachinery Symposium - TurboLab Western & English Sales Market - WESA Association for Middle Level Education - AMLE National Assn. for College Admission Counseling - NACAC BreakBulk Transportation Conference & Exhibition Imprinted Sportswear Fort Worth - ISS DUG Eagle Ford - Developing Unconventional Gas Society of Exploration Geophysicists - SEG Premiere Beauty Classic Texas Association of School Boards - TASB The West Coast Franchise Expo - IFA Houston Oil & Gas Convention NAPE Expo Denver - North American Prospect Expo CEDIA - Custom Electronic Design & Installation Association

Start 10/12 09/12 10/20 09/21 10/26 10/11 09/26 10/12 10/23 09/25 09/27 09/07 09/11 10/18 10/04 09/12 09/09 10/09 09/22 09/26 10/06 09/12 10/16 10/09 09/23 10/06 09/13 10/12 09/13

View Complete Calendar Online

End 10/14 09/14 10/22 09/24 10/29 10/13 09/28 10/13 10/26 09/27 09/29 09/09 09/15 10/19 10/07 09/15 09/11 10/12 09/24 09/29 10/08 09/14 10/21 10/10 09/25 10/08 09/14 10/13 09/17

All Information Is Subject to Change*

Venue Gaylord Texan Gaylord Texan Embassy Suites Omni Interlocken Hotel Henry B. Gonzalez CC George R. Brown CC Kay Bailey Hutchison CC Dayton CC Gaylord Texan Henry B. Gonzalez CC Dallas Market Center Austin CC Henry B. Gonzalez CC Midland Horseshoe Arena Austin CC George R. Brown CC Denver Mart Complex Austin CC Greater Columbus CC George R. Brown CC Ft. Worth CC Henry B. Gonzalez CC Kay Bailey Hutchison CC Greater Columbus CC George R. Brown CC Colorado CC George R. Brown CC Colorado CC Kay Bailey Hutchison CC

City Dallas Dallas Loveland Broomfield San Antonio Houston Dallas Dayton Dallas San Antonio Dallas Austin San Antonio Midland Austin Houston Denver Austin Columbus Houston Ft. Worth San Antonio Dallas Columbus Houston Denver Houston Denver Dallas

St TX TX CO CO TX TX TX OH TX TX TX TX TX TX TX TX CO TX OH TX TX TX TX OH TX CO TX CO TX

Att 350 600 1200 1600 2000 2000 2365 2499 2500 2500 2637 3500 3800 4000 4050 4089 4500 4600 5000 5000 5300 5912 6488 7100 8000 10K 15K 15.7K 16.9K

Exh 85 70 85 100 84 135 305 170 115 200 292 244 220 125 350 237 770 280 200 300 240 476 370 116 400 250 350 877 457

Nsf 20K 8000 11K 16K 24K 20K 53.5K 30K 15K 100K 94.1K 35.3K 28K 50K 68.6K 48.3K 109K 47K 50K

Industry Building & Construction Physical Distribution Libraries Real Estate Electrical & Electronics

Manufacturing Telecommunications Business Toys & Hobbies Real Estate Electrical & Electronics Petroleum, Oil & Plastics Government Petroleum, Oil & Plastics Apparel Education Education Transportation 49.1K Apparel 54.1K Petroleum, Oil & Plastics 123K Energy 32.2K Beauty & Healthcare 60K Education 60K Business Oil & Plastics 100KCityPetroleum, Exhibit News’ best-read section! 164K Energy 376K Electrical & Electronics

SEE YOUR AD HERE! Sponsor your region in the Trade Show Calendar.

ExhibitCityNews.com/Tradeshow-Calendar Exhibit City News’ best-read section! @ExhibitCityNews

ExhibitCityNews.com SEPTEMBER 2016 81

Trade Show Calendar US MIDWEST

Att = Attendance | CC=Convention Center | Exh = Exhibitors | Nsf = Net Square Feet

Show Building Service Contractors Assn. International - BSCAI SecureWorld Expo Wisconsin Society for Human Resource Management - SHRM American Association for State & Local History - AASLH BAI Beacon - Bank Administration Institute Midwest Booksellers Association - MBA Illinois Library Association Annual Conference - ILA BusCon HR Technology Conference & Exhibition International Code Council - ICC Building Safety & Design Expo Spring World National Science Teachers Association - NSTA International City/County Management Association - ICMA The ASSEMBLY Show Illinois Municipal League Futures & Options Expo Club Industry Michigan Restaurant & Lodging Show National Recreation & Park Association - NRPA Minnesota Educator Academy - MEA Labelexpo Americas ISSA/Interclean - North America Islamic Society of North America - ISNA National FFA Convention - Future Farmers of America World Dairy Expo International Manufacturing Technology Show - IMTS Path to Purchase Expo - P2PX CWIEME Chicago - Coil Winding, Insulation & Electrical Manufacturing Automotive Testing Expo - Engine Expo

Start 10/27 09/14 10/05 09/14 10/05 10/05 10/18 09/19 10/04 10/16 10/05 10/27 09/25 10/25 09/22 10/18 10/12 10/18 10/05 10/20 09/13 10/25 09/02 10/19 10/04 09/12 09/20 10/04 10/25

End 10/29 09/15 10/07 09/17 10/06 10/07 10/20 09/21 10/07 10/17 10/07 10/29 09/28 10/27 09/24 10/20 10/14 10/19 10/08 10/21 09/15 10/28 09/05 10/22 10/08 09/17 09/22 10/05 10/27

Venue McCormick Place Ford Motor Conf. & Event Center Kalahari Resort & CC The Crowne Plaza Downtown McCormick Place The Depot Donald E. Stephans CC Indiana CC McCormick Place Kansas City CC Donald E. Stephans CC Minneapolis CC Kansas City CC Donald E. Stephans CC Hilton Chicago Hilton Chicago Hyatt Riverside Suburban Collection Showplace Americaâ&#x20AC;&#x2122;s Center St. Paul River Centre Donald E. Stephans CC McCormick Place Donald E. Stephans CC Indiana CC Alliant Energy Center McCormick Place Donald E. Stephans CC Donald E. Stephans CC Suburban Collection Showplace

All Information Is Subject to Change*

City Chicago Detroit Wisconsin Dells Detroit Chicago Minneapolis Rosemont Indianapolis Chicago Kansas City Rosemont Minneapolis Kansas City Rosemont Chicago Chicago Chicago Novi St. Louis St. Paul Rosemont Chicago Rosemont Indianapolis Madison Chicago Rosemont Rosemont Novi

St IL MI WI MI IL MN IL IN IL MO IL MN MO IL IL IL IL MI MO MN IL IL IL IN WI IL IL IL MI

Att 500 525 600 800 800 1100 1500 1785 2000 2300 2368 3000 3000 3000 3500 4000 4000 5500 8000 10K 14.3K 15.9K 20K 60K 71.8K 100K

Exh

Nsf

5500

50 70 125 175 132 200 120 105 150 160

4000 6900 15000 20000 56390

12000 50000 30000 20000 40000 160 16000 100 250 36500 225 30000 385 200K 300 33000 413 184K 623 263K 350 150K 130K 863 561K 1.9K 1.2M 100 150 350

Industry Business Security Business Associations Banking Publishing Libraries Transportation Business Building & Construction Manufacturing Education Government Manufacturing Government Financial & Legal Sporting Goods & Rec. Hotels & Resorts Sporting Goods & Rec. Education Laundry & Dry Cleaning Religious Agriculture & Farming Food & Beverage Manufacturing Advertising & Marketing Electrical & Electronics Automotive & Trucking

PORTABLE/POP-UPS | MODULAR/INLINE | CUSTOM ISLANDS | PURCHASE/RENTAL | ASSET MANAGEMENT

Need a Booth? Call TradeTec. NO POST SHOW BILLING. GUARANTEED. 82 SEPTEMBER 2016 Exhibit City News

TTChicago.com

See complete listing of shows online at ExhibitCityNews.com/tradeshow-calendar

Att = Attendance | CC=Convention Center | Exh = Exhibitors | Nsf = Net Square Feet

US NORTHEAST Show Chesapeake Region Safety Council - CRSC Conference & Expo New England Water Works Association - NEWWA Annual Conf. Deep Foundations New England Produce Council Produce & Floral Expo eMetrics Market Optimization Summit Frontiers in Optics - OSA FIO TEAMS Conference & Expo - Travel, Events And Management in Sports Design-2-Part Show AWEA Offshore Windpower Conference & Exhibition SMX - Search Marketing Expo East Strata + Hadoop World Pennsylvania School Boards Assn. Leadership Conf. - PSBA Comfortech NGAUS - National Guard Association United States JA New York Special Delivery - Jewelry New York State School Boards Association - NYSSBA Metalcon International National Funeral Directors Association - NFDA American Political Science Association - APSA Remodeling Show & DeckExpo Society of Women Engineers - SWE SCTE Cable-Tec Expo National Electrical Contractors Association - NECA Photoplus Expo Green Industry and Equipment Expo - GIE+Expo Natural Products Expo East Fashion Coterie International Elastomer Conf. - International Rubber Expo New York Comic-Con

All Information Is Subject to Change*

Start 10/05 09/18 10/12 09/21 10/23 10/17 09/26 09/28 10/25 09/27 09/27 10/13 09/20 09/09 10/30 10/27 10/26 10/23 09/01 10/05 10/27 09/26 10/07 10/19 10/19 09/22 09/18 10/10 10/06

End 10/05 09/21 10/15 09/23 10/27 10/20 09/29 09/29 10/26 09/29 09/29 10/15 09/22 09/12 11/01 10/29 10/28 10/26 09/04 10/07 10/29 09/29 10/10 10/22 10/21 09/24 09/20 10/13 10/09

Venue Omni Providence Marriott Marquis Ocean Edge Resort & Golf Club Javits Center Rochester Riverside CC Harrahâ&#x20AC;&#x2122;s Waterfront Conf. Center Royal Plaza Trade Center Crown Plaza Hotel Javits Center Javits Center Hershey Lodge & CC Pennsylvania CC Baltimore CC Buffalo Niagra CC Baltimore CC Pennsylvania CC Pennsylvania CC Baltimore CC Pennsylvania CC Pennsylvania CC Boston CC Javits Center Kentucky Exposition Center Baltimore CC Javits Center David L. Lawrence CC Javits Center

City Laurel Providence New York Brewster New York Rochester Atlantic City Marlborough Warwick New York New York Hershey Philadelphia Baltimore New York Buffalo Baltimore Philadelphia Philadelphia Baltimore Philadelphia Philadelphia Boston New York Louisville Baltimore New York Pittsburgh New York

St MD RI NY MA NY NY NJ MA RI NY NY PA PA MD NY NY MD PA PA MD PA PA MA NY KY MD NY PA NY

Att 300 387 600 750 800 1300 1300 1400 1500 2000 2200 2250 4000 4000 4496 5000 5525 5831 6000 6170 7000 9800 10K 17.8K 17.9K 21.6K 22K

Exh

Nsf

Industry Safety

85 230 50 50 385 150 120 70

8500

Building & Construction Food & Beverage Computers & Apps Electrical & Electronics Sporting Goods & Rec. Manufacturing Renewable Energy Computers & Apps

4000

15K 12K

197 200 35K 274 170 300 392 120 325 400 300 221 615 1.1K 1.5K 179 306

54.6K 70.2K 96.3K 34K 88.9K

55K 79K 706K 154K 240K

Education Building & Construction Military Jewelry Education Metalworking Funeral Industry Government Building & Construction Engineering Radio, TV & Cable Electrical & Electronics Printing Building & Construction Food & Beverage Apparel Chemical Toys and Hobbies

Where Can You Find Industry Features, Maps, Insider Information, Shop Talk And Free Stuff?

Exhibit City News, of Course!

Sign up for six stunning, full-color issues of ECN and get our very special 20th anniversary edition, 52 weekly digital updates and free stuff to wear proudly! GO TO EXHIBITCITYNEWS.COM/SUBSCRIBE OR CALL 702.309.8023

@ExhibitCityNews

ExhibitCityNews.com SEPTEMBER 2016 83

Trade Show Calendar US NORTHWEST

Att = Attendance | CC=Convention Center | Exh = Exhibitors | Nsf = Net Square Feet

Show SecureWorld Expo Central Association of College & University Officers - CACUBO Photomask Technology - SPIE Northern California Facilities Expo ARM Techcon - ARM Technology Conference Materials Science & Technology MS&T Association of Corporate Counsel - ACC Pestworld - NPMA Professional Association for SQL Server - PASS Utah Education Association Convention - UEA Dreamforce - Cloud Expo JavaOne Northwest Human Resource Management Association - NHRMA CannaCon Utility Payment Conference PCB Design Conference West Small Business Expo Oracle OpenWorld ASTA Global Convention RoboBusiness National Society of Genetic Counselors - NSGC THE NBM SHOW Portland Cash & Carry Show Internet Librarian American Association of Aerosol Reseach - AAAR IWLPC - Intâ&#x20AC;&#x2122;l Wafer-Level Packaging Conference Seattle Interactive Conference California Groundwater Association Sacramento International Auto Show

Start 10/27 10/09 09/12 09/21 10/25 10/23 10/16 10/18 10/25 10/20 10/04 09/18 09/07 09/09 09/12 09/13 09/15 09/18 09/25 09/28 09/28 10/14 10/14 10/17 10/17 10/18 10/18 10/20 10/21

End 10/27 10/11 09/14 09/22 10/27 10/27 10/19 10/21 10/28 10/21 10/07 09/22 09/09 09/10 09/15 09/15 09/15 09/22 09/28 09/29 10/01 10/15 10/16 10/19 10/21 10/20 10/19 10/22 10/23

Venue San Jose Marriott Marriott Marquis San Jose CC Santa Clara CC Santa Clara CC Salt Palace CC Moscone Center Washington State CC

City San Jose San Francisco San Jose Santa Clara Santa Clara Salt Lake City San Francisco Seattle Seattle S. Towne Expo Center Sandy San Francisco Hilton Union Square San Francisco Meydenbauer Center Bellevue Anchorage Davenport Grand Hotel Spokane Santa Clara CC Santa Clara San Francisco Cow Palace San Francisco Moscone Center Peppermill Resort Spa Casino Reno San Jose CC San Jose Washington State CC Seattle Oregon CC Portland Oregon CC Portland Monterey Marriott Monterey Oregon CC Portland DoubleTree by Hilton Hotel San Jose Washington State CC Seattle Peppermill Resort Spa Casino Reno CalExpo Sacramento

All Information Is Subject to Change*

St CA CA CA CA CA UT CA WA WA UT CA CA WA AK WA CA CA CA NV CA WA OR OR CA OR CA WA NV CA

Att 500 500 1200 1200 3000 3200 3300 3500 5000 8000

Exh 60

Nsf 6000

Industry Security Education 55 Science 160 21500 Plant Eng. & Operations 150 75000 Computers & Apps Manufacturing Financial & Legal 160 50 10770 Computers & Apps 200 Education 350 Computers & Apps 15000 Computers & Apps Business

Engineering Business Computers & Apps Travel Industry Science Printing Gifts Computers & Apps Science Packaging

Automotive & Trucking

PUT YOUR BUSINESS ON THE MAP! Showcase your regional services with a calendar sponsorship. Contact Sales@ExhibitCityNews.com For Rates and Details. (Design Services Available) 84 SEPTEMBER 2016 Exhibit City News

See complete listing of shows online at ExhibitCityNews.com/tradeshow-calendar

Att = Attendance | CC=Convention Center | Exh = Exhibitors | Nsf = Net Square Feet

US SOUTHEAST Show National Parking Association - NPA Accounting & Business Show - FICPA International Foodservice Distributors Association - IFDA American Fire Sprinkler Association - AFSA National Association of Housing & Redevelopment - NAHRO Global Identity Summit - Biometric Consortium Conference & Technology Expo Association of Rotational Molders International International BoatBuilders’ Exhibition and Conference - IBEX National Rural Water Association - NRWA - WaterPro HSMAI’s MEET National Event Association of Air Medical Services - AMTC Modern Day Marine Association for Operations Management - APICS 21st Century Building Expo - NCHBA Americas Food & Beverage Trade Show & Conference - IFE The Landscape Show - FNGLA Imprinted Sportswear Orlando - ISS EMS World Expo & Firehouse Central Premier Birmingham - Beauty Show Jewelers International Showcase - JIS Firehouse Expo Florida Restaurant & Lodging Show - FRA - PMQ’s Pizza Show Weftec - Water Environment Federation American Society for Industrial Security - ASIS Graph Expo - GASC NACS Show - National Association of Convenience Stores Surf Expo

All Information Is Subject to Change*

Start 09/19 09/28 10/16 09/14 10/14 09/19 09/24 10/04 09/12 09/07 09/26 09/27 09/25 09/13 09/26 09/15 09/08 10/03 10/23 10/14 10/18 09/27 09/24 09/12 09/25 10/18 09/08

End 09/22 09/30 10/18 09/17 10/16 09/22 09/27 10/06 09/14 09/08 09/28 09/29 09/27 09/15 09/27 09/17 09/10 10/07 10/24 10/17 10/22 09/29 09/28 09/15 09/28 10/21 09/10

Venue Americas Mart Broward County CC Tampa CC Gaylord Opryland Hyatt Regency Tampa CC New Orleans Marriott Tampa CC Shingle Creek Resort Walter E. Washington CC Charlotte CC Marine Corps Base Marriott Wardman Park Hotel Charlotte CC Miami Beach CC Orange County CC Orange County CC Morial CC Birmingham Jefferson Complex Miami Beach CC Music City Center Orange County CC Morial CC Orange County CC Orange County CC Georgia World Congress Center Orange County CC

City Atlanta Ft. Lauderdale Tampa Nashville New Orleans Tampa New Orleans Tampa Orlando Washington Charlotte Quantico Washington Charlotte Miami Orlando Orlando New Orleans Birmingham Miami Nashville Orlando New Orleans Orlando Orlando Atlanta Orlando

St GA FL FL TN LA FL LA FL FL DC NC VA DC NC FL FL FL LA AL FL TN FL LA FL FL GA FL

Att 1000 1000 1200 1300 1500 2000 2000 2122 2200 2297 2330 2470 2500 2500 6284 6535 7084 10K 11.5K 11.7K 13.1K 15K 17K 18.3K 21K 24K 27K

Exh 100 160 154 125 100 150 150 544 130 208 120 336 150 170 306 450 140 450 202 550 347 600 981 708 468 1.1K 1K

Nsf 25K 65K 30.2K 12.5K 13.4K 15.9K 20K 106K 28K 25.3K 60K 69.7K 59K 15.3K 44K 75.5K 24.5K 120K 50.6K 95K 90.4K 90K 297K 228K 252K 381K 250K

Industry Building & Construction Accounting Food Proc. & Distribution Fire & Fire Protection Real Estate Communications Manufacturing Sporting Goods & Rec. Water Hotels & Resorts Aerospace & Aviation Military Plant Eng. & Operations Building & Construction Food & Beverage Agriculture & Farming Apparel Fire & Fire Protection Beauty & Healthcare Jewelry Fire & Fire Protection Hotels & Resorts Water Security Printing Stores & Store Fittings Sporting Goods & Rec.

KEEP CALM Question: Where Can You Find Industry Features, Maps, Insider Information, Shop Talk And Free Stuff? Answer: Exhibit City News, of course!

@ExhibitCityNews

AND

TWEET ON Join the conversation

@ExhibitCityNews

ExhibitCityNews.com SEPTEMBER 2016 85

Trade Show Calendar US SOUTHWEST

Att = Attendance | CC=Convention Center | Exh = Exhibitors | Nsf = Net Square Feet

Show Consumer Attorneys Association of Los Angeles AML & Financial Crime Conference - ACAMS National Industrial Fastener & Mill Supply Expo Self Storage Convention & Exposition Fall - SSA Oasis Gift Show California Science Education Conference - CSTA iMAPS - International Symposium on Microelectronics American Society of Plumbing Engineers - ASPE THE EXPERIENCE Conference & Trade Show State Bar of California Annual Meeting Glassbuild America Coffee Fest LDI - The Entertainment Technology Show Direct Marketing Association - DMA CAMX - Composites and Advanced Materials Expo IBM World of Watson SupplySide West Chartered Property Casualty Underwriters Society - CPCU ABC Kids Expo International Association of Chiefs of Police - IACP Audio Engineering Society Convention - AES Greenbuild International Conference & Expo International Baking Industry Expo - IBIE Solar Power International - SPI Specialty Graphic Imaging Association - SGIA G2E - Global Gaming Expo Interbike - Bicycle Industry Exhibition Super Mobility Week by CTIA MINExpo International

Start 09/01 09/26 10/25 09/06 09/09 10/21 10/10 10/28 09/07 09/29 10/19 09/30 10/21 10/16 09/26 10/23 10/04 09/17 10/18 10/15 09/29 10/05 10/08 09/12 09/14 09/27 09/21 09/07 09/26

End 09/04 09/28 10/27 09/09 09/10 10/23 10/13 11/02 09/09 10/02 10/21 10/02 10/23 10/18 09/29 10/27 10/08 09/20 10/21 10/18 10/01 10/07 10/11 09/15 09/16 09/29 09/23 09/09 09/28

Venue Wynn Las Vegas Aria Hotel & Casino Sands Expo Caesars Palace Phoenix CC Palm Springs CC Pasadena CC Phoenix CC The Mirage Marriott Marquis & Marina Las Vegas CC Anaheim CC Las Vegas CC LA Live Anaheim CC Mandalay Bay Mandalay Bay Hawaii CC Las Vegas CC San Diego CC Los Angeles CC Los Angeles CC Las Vegas CC Las Vegas CC Las Vegas CC Sands Expo Mandalay Bay Sands Expo Las Vegas CC

All Information Is Subject to Change*

City Las Vegas Las Vegas Las Vegas Las Vegas Phoenix Palm Springs Pasadena Phoenix Las Vegas San Diego Las Vegas Anaheim Las Vegas Los Angeles Anaheim Las Vegas Las Vegas Honolulu Las Vegas San Diego Los Angeles Los Angeles Las Vegas Las Vegas Las Vegas Las Vegas Las Vegas Las Vegas Las Vegas

St NV NV NV NV AZ CA CA AZ NV CA NV CA NV CA CA NV NV HI NV CA CA CA NV NV NV NV NV NV NV

Att 2000 2000 2044 2500 2500 2500 2500 3000 3300 4000 7634 8000 8174 8500 8500 9000 10.6K 12K 12.5K 14.2K 15.9K 19K 19.3K 19.9K 22.8K 24.1K 24.2K 40K 52.2K

Exh Nsf Industry 100 11900 Financial & Legal Financial & Legal 634 82900 Building & Construction 100 50000 Physical Distribution 150 50000 Gifts 160 21600 Education 200 25000 Electrical & Electronics 275 65000 Building & Construction 190 29600 Building & Construction 107 8600 Financial & Legal 364 112K Building & Construction 400 41500 Food & Beverage 365 125K Lighting 352 59250 Advertising & Marketing 500 40200 Manufacturing 200 100K Computers & Apps 1.1K 186K Food & Beverage 50 18430 Insurance 761 323K Apparel 783 172K Fire & Fire Protection 311 34000 Electrical & Electronics 548 144K Building & Construction 713 351K Food & Beverage 850 285K Renewable Energy 541 203K Printing 408 260K Gaming & Entertainment 810 320K Sporting Goods & Rec. 1.1K 298K Communications 1.9K 863K Mining

Fife

Williston

NEW YORK Bronx Carlin

Trenton Chicago

ILLINOIS

San Francisco

Richmond San Jose

Hobbs

Lake Charles

86 SEPTEMBER 2016 Exhibit City News

See complete listing of shows online at ExhibitCityNews.com/tradeshow-calendar

Att = Attendance | CC=Convention Center | Exh = Exhibitors | Nsf = Net Square Feet

CANADA Show Security Canada Atlantic - CANASA Canadian Society of Association Executives - CSAE Arctic Technology Conference The Canadian Coffee & Tea Show The National Franchise & Business Opportunities Show The National Franchise & Business Opportunities Show Airports Council International - North America - ACI-NA National Assn. of Mutual Insurance Companies - NAMIC Canadian Wireless Trade Show Security Canada Central - CANASA International Pipeline Exposition Canadian Health Food Association - Expo East - CHFA Buildex, Construct & Design Trends Calgary CanWest - Horticulture Trade Show The National Franchise & Business Opportunities Show The National Franchise & Business Opportunities Show Grocery Innovations Canada - GIC American Society of Human Genetics - ASHG Esthetic and Spa Trade Show Interior Design West - IDSWest Government Technology Exhibition & Conference - GTEC Canadian Glass Association - Glass Connections Conference & Tradeshow Utilities Telecom Council of Canada - UTCC The Convenience U CARWACS Show IMATS - International Make-up Artists Trade Show

All Information Is Subject to Change*

Start 09/21 10/26 10/24 09/25 10/15 10/01 09/25 09/25 10/26 10/19 09/27 09/17 11/09 09/28 11/05 09/10 10/17 10/18 10/16 09/22 11/01 09/13 09/20 09/28 10/01

End 09/21 10/28 10/26 09/26 10/16 10/02 09/28 09/28 10/27 10/20 09/29 09/18 11/10 09/29 11/06 09/11 10/18 10/22 10/17 09/25 11/03 09/14 09/23 09/29 10/02

Venue City Casino New Brunswick Moncton Toronto St. Johnâ&#x20AC;&#x2122;s CC St. Johnâ&#x20AC;&#x2122;s The International Centre Toronto Telus CC Calgary Edmonton Expo Centre Edmonton Palais des Congres Montreal Vancouver CC Vancouver Toronto Congress Centre Toronto Toronto Congress Centre Toronto Telus CC Calgary Metro Toronto CC Toronto BMO Centre Calgary TRADEX Abbotsford Palais des Congres Montreal The International Centre Toronto Toronto Congress Centre Toronto Vancouver CC Vancouver Palais des Congres Montreal Vancouver CC Vancouver Shaw Centre Ottawa Westin Ottawa Hotel Ottawa Hyatt Regency Toronto Toronto BMO Centre at Stampede Park Calgary Metro Toronto Congress Centre Toronto

St NB ON NL ON AB AB QC BC ON ON AB ON AB BC QC ON ON BC QC BC ON ON ON AB ON

Att 200 550 1300 1300 1500 1600 1750 1900 2500 2500 3000 3800 4000 4000 5000 5000 6000 6500 6875 20K

Exh 40 110 40 135 60 50 129 110 150 200 225 800 225 265 90 150 280 200

Nsf 5800 16K

Industry Security Exhibition & Meeting Ind. Petroleum, Oil & Plastics Food & Beverage 22.5K Business 20K Business 21.8K Aerospace & Aviation

Communications Security Petroleum, Oil & Plastics 27K 73K Food & Beverage Building & Construction 25K Home Furn. & Int. Design 45K 29K Business 21K Business 55.5K Food & Beverage 20K Science Beauty & Healthcare Home Furn. & Int. Design 300 150 Government Telecommunications Stores & Store Fittings Beauty & Healthcare

*DISCLAIMER: Please note that tradeshow information is provided as a resource only. All show information is subject to change. Please check show dates and venues with official show organizers and producers. For updated show and event listings, visit www.exhibitcitynews.com/tradeshow-calendar.

Continued on p.98 @ExhibitCityNews

ExhibitCityNews.com SEPTEMBER 2016 87

Classifieds

Outside Sales Account Representative Orbus, a leading and highly successful manufacturer and trade distributor of products and services to the tradeshow and display industries selling Business to Business headquartered in Illinois, is seeking an Outside Sales Account Representative. We are looking for a “hunter” that is driven, self-motivated, goal-oriented, and willing to receive guidance and direction, as you will be the primary link to our current and prospective clients on the west coast. You will be responsible for maintaining, prospecting and calling on businesses within your territory. You will be in the business of meeting owners and decision makers and introducing them to our tradeshow/display products and services. You will be part of a Team Environment and play a part in the Sales Team Success. Your main focus will be selling our services/products to tradeshow/display businesses and assist them in identifying product strengths and weaknesses and then recommend ways to eliminate those problems by offering our services and products to increase sales growth. Our sales professionals are responsible for helping our clients increase their exhibit/display presence in the tradeshow industry. If you are a hungry, resilient, organized, sales quota buster and a risk-taker who has the ability and desire to be a successful sales person, then we want to hear from you. We are looking for

self starters with a high energy personality. This is a tremendous opportunity for the right candidate who is willing to work hard and put in the effort. Travel is over 50%

MINIMUM REQUIREMENTS: • 3+yrs outside sales experience, intangible product sale success a plus • Positive, high energy sales-oriented personality • Must have experience in prospecting, cold calling, then qualify prospects and motivating them to purchase from you • Highest degree of honesty, integrity and professionalism • Ability to accomplish monthly, quarterly sales targets and goals independently • Excellent presentation, communication and interpersonal skills • Ability to manage multiple projects with tight deadlines • Consistent attention to detail and strong organizational skills • Keen desire to learn, improve and succeed • Bachelor’s degree or equivalent experience We have been on an aggressive growth path and are continuing to look to expand our Field Sales coverage throughout the US market. Compensation will be commensurate with experience, plus a comprehensive health and benefits package. Please include salary requirements when applying online or mail your resume to Orbus Inc. 9033 Murphy Rd., Woodridge, IL 60517

Trade Show Labor Supervisor Exhibit house seeks experienced Field Services Supervisor for immediate full time employment to provide on-site supervision for set up and dismantle of trade show exhibits. Competitive salary and benefits.

More information available at www.starincorporated.com or by calling 847-695-2040. Apply in person or online.38W636 US Highway 20 Elgin, IL 60124

88 SEPTEMBER 2016 Exhibit City News

Sho-Link, a premier national I&D company, is seeking a Las Vegas City Manager. For more information about our unique company built on strong ethics, employee recognition and core values, please visit www.sho-link.com. We are looking for someone with a minimum of 3 years management experience, and with an understanding of the extremely fastpaced tradeshow and convention industry. The ideal candidate leads with moxie and by example, and will foster a positive environment.

RESPONSIBILITIES INCLUDE: • Management oversight. • Communication with all levels. • Exhibit floor management. • Payroll and invoice approval. • Planning.

NECESSARY SKILLS INCLUDE: • Leadership • Communication • Resourcefulness • Adaptability. Our existing Las Vegas team is equipped with an amazing and experienced support staff as well as strongly established show floor crews. For consideration, please submit your resume to hr@sho-link.com

To place a classified ad, contact Kathy Anaya:

Call (702) 309-8023 or Email KathyA@ExhibitCityNews.com

Classifieds

Senior Project/Operations Manager – Las Vegas We are looking for a high energy individual that wants an exciting opportunity to grow with us! We are a Las Vegas based exhibit company with 17 years in the industry and we are seeking a quality individual who can run our Las Vegas operation. Are you a Lieutenant now • Exceptional Communicaand want to be Captain? If tion skills. so, then this opportunity • Expertise in taking is for you! Your expertise concept renderings and ideas are valued and and fleshing out details welcome! with CAD and graphics departments and strateTHE IDEAL CANDIDATE … gize a production plan. • Is extremely organized • Is an expert in processPROJECT/OPERATIONS MANAGER DUTIES & REes, procedures, and SPONSIBILITIES INCLUDE infrastructure BUT ARE NOT LIMITED TO: • Is self-motivated • Enjoys taking on new responsibilities and Responsible for full comchallenges. pletion and fulfillment of • Embraces a fast each project, which would paced ever changing include: environment. • Loves to build genuine • Managing all service derelationships. partment and shop labor • Is willing to do whatever daily schedules it takes to get it done. to ensure timely completion based on timelines SKILLS/QUALIFICATIONS: given • Extensive project and • Oversee completed exproduction management hibits for approval before of Trade Show exhibit shipping builds. • Maintain project sched• experience is REQUIRED. ules (minimum 6 years) • Estimation of custom • Expertise in estimation exhibit projects of custom millwork, • Project management and metal work, acrylics, coordination fabrics, graphics, lighting • Maintaining a well-orgatechniques, packaging nized warehouse with a and extensive vendor full inventory system knowledge base. • Facility oversight • Fluency in Microsoft Office. (Excel, Word, Send resume to Outlook, PowerPoint) skyler4982@gmail.com

@ExhibitCityNews

Mueller International Exhibit Services Inc. is looking for an independent sales executive to expand its US based business

We are a medium-sized international builder with headquarters in Freiburg Germany, and US office and shop in Orlando, FL. We have designed and built award winning exhibits up to 40,000 sq. in Germany, Saudi Arabia, Turkey, China, Italy, France, Spain, Brazil and the US. Currently we are in the process to expand our US branch. Therefor we are looking for a self-motivated sales executive or broker.

IF YOU: • have least 8-10 years of sales experience in the industry with an existing clientele • are familiar with our industry, have knowledge of locations, the difficulty of some venues and the ups on others • prefer the freedom to work from wherever you like to? Then this is your chance.

WE OFFER: • Support with fast and innovative designs, some can be done with in 24 hours! • Estimates / sales proposal that follow with in 24 hours • Almost 24/7 technical support for changes, designs and technical questions • Great online tools, brochures, impressive client lists and references • High standards of building quality through superbly tooled and staffed shops • Global support team • Over 38 years of experience in the industry and deep roots in Germany as well as the US and Canada • Compensation on percentage based commission so we all have a chance to win. Don’t hesitate to contact us: Erik Keever: ek@international-exhibit-services.com or Sven Grosse: sg@international-exhibit-services.com

ExhibitCityNews.com SEPTEMBER 2016 89

Classifieds

Project Management Manager Orbus, a leading Custom Modular Exhibit Manufacturing and Tradeshow Supply company, located in the Midwest, seeks a full-time PM Manager to lead and manage our front end operations. This individual would be responsible for managing the project management and detailing teams that are responsible for producing details required for our production teams to manufacture custom modular exhibits, as well as managing our teams that provide instructions for our clients for on-site installation. This individual should have a minimum of 5 successful years of experience managing project management teams of 10+ people.

KEY RESPONSIBILITIES • Must have the ability to hire, train, mentor and motivate current and future team members • Manage the scheduling of workload through teams • Ensure all team deadlines are met • Work with other departments such as sales and production to facilitate smooth project fulfillment • Work with other department heads to facilitate cross-departmental training • Develop and implement departmental processes and procedures • Develop and implement departmental metrics for overall evaluation on a per individual and per project basis • Improve overall quality and accuracy of team output, based upon those quantifiable metrics

REQUIREMENTS (SKILLS & EXPERIENCE) * Must have a minimum of 5 successful years of experience managing project management teams of 10+ people • Must be an excellent team player that works well within their department and others • Must be enthusiastic and an excellent communicator and motivator • Must be proficient with the Microsoft suite of products • Must have a proficient understanding of a company’s P & L and how their team’s contribution affects that • Must be a detail oriented individual with exceptional organizational skills • CAD experience not a requirement, but would be beneficial • Tradeshow / Exhibit manufacturing not a requirement, but would be beneficial • Must be willing to relocate to work out of our Midwest facility This is an opportunity to join a high-performing team in a dynamic and exponentially growing company. Please send resumes to: hr@orbus.com

90 SEPTEMBER 2016 Exhibit City News

MAXIMA 80X80 I have about 50 PCs of various sizes I used once to build a smaller pavilion in 2012. Since that day sitting in warehouse. Locks, bases, very great shape. Cost $14,000 Sell for $4,500

OCTANORM 300+ meter bars, 250+ 1/2 m bars, 40 8’ uprights. Numerous 2 meter and 3 meter bars as well as curves and other sizes bars. 1000 and 750 uprights with feet. Bucket of locks. Full size doors. Cabinet doors slides. Bullets. Z Clips. Tools. Includes 100+ counter tops, panels, and other bits and pieces. Over $60,000 value. Rental company in a box. $15,000 for all. Email: Bobrabcexpo@gmail.com

We Buy Tradeshow Companies FGI has clients interested in buying tradshow companies in all specialties, sizes and geographic locations. Additionally, we offer free assessments of your tradeshow company with no obligation. Find out what your company is worth.

Exhibitrac is Hiring Exhibitrac needs new show guides for its database, and will pay $10 - $20 per accepted guide. If you are an industry supplier, exhibitor, union or other employee who regularly attends or works at shows in major convention cities such as Las Vegas, Chicago, Boston, Orlando, etc.

For Sale

Please contact us for details: klandrum@exhibitrac.com or call 702-824-9651 ext. 700

Please contact Carol Fountain, 216 952 0745, cfountain@ fountaingroupintl.com

Classifieds

Established And Growing I&D Company Is Looking For A City Manager To Join Our Team In Las Vegas, Nevada. SUMMARY: The city manager is required to manage the daily operations for tradeshow labor in the regions many different venues, working with the Regional Manager on planning and executing large labor calls across the area. These daily operations include; calling and communicating with both customers and internal personnel, show planning, the hiring and training of the labor force, coordinating labor, completion of the daily time tickets, show reports, and payroll reporting, administrative duties and participating in any and all show floor activity as necessary.

REQUIREMENTS: • Previous city manager experience preferred with 10 years related tradeshow experience. • Strong attention to detail and excellent organizational and communication skills. • Ability to effectively work with a variety of people including, customers, laborers, and unions. • Willing to work very long hours when needed both through the week and over weekends. • Ability to use common electronics such as laptop and smartphones. • Must be able to maintain a positive attitude in a fast paced often chaotic environment.

Post Your Classified Here! Talent seekers have come to the right source. Place your classified ad with ECN in print and online today! Our six print issues a year complement our online website, giving your classified ad maximum exposure. Grab the attention of the most sought-after, seasoned event professionals who regularly read ECN. Ask about our Guaranteed Results Program for all your staffing needs. To place a classified ad, contact Kathy Anaya: Call (702) 309-8023 or Email KathyA@ExhibitCityNews.com

Please submit resumes to: blindbox@exhibitcitynews.com

@ExhibitCityNews

ExhibitCityNews.com SEPTEMBER 2016 91

Classifieds

3D Graphics Designer As an Experience Designer with IMI Exhibits will include designing graphic and structural elements for tradeshow environments and exhibits. You will generate solutions to the creative challenges that our internal and external customers face in the fastest-paced, highest volume market in the country.

OTHER RESPONSIBILITIES INCLUDE: • Creative and enthusiastic about design. • Well-versed in exhibit concepts. • Able to articulate design concepts to clients, account executives, design team, and all other relevant branch departments. • Organized and able to manage multiple assignments at once. • A team player ‘ willing to lead or follow as the project demands. • Customer service oriented. • Create 3D designs and exhibits. • Prepare presentation renderings, digital presentations or sample boards. • Meet with and present to clients and account executives. • Develop original concepts from client notes and requirements. • Keep current with design trends and research. • Maintain familiarity with modular systems and custom fabrication techniques.

REQUIREMENTS: • At least four (4) years’ experience in the tradeshow industry, designing exhibits, tradeshow environments, and/or corporate events. • Possess solid skills in Adobe CS applications, AutoCAD, 3DS MAX.

EDUCATION: • High School Diploma/GED Required. • Bachelor’s Degree in exhibit design, environmental design, set design, or related field preferred. Salary-Depending on experience with benefits. Please send resumes to:hr@imi-usa.com

92 SEPTEMBER 2016 Exhibit City News

Eagle Management Group Is Looking For A City Manager To Join Our Team In San Francisco, Ca. SUMMARY: The City manager is required to manage the daily operations for tradeshow labor in the San Francisco Bay region. These daily operations include; the hiring and training of the workforce, coordinating labor, administrative duties, completion of the time tickets and billing reports, participating in all union activity and all show floor activity.

REQUIREMENTS: 10 years related tradeshow experience Strong attention to detail and excellent organizational skills Excellent communication and leadership, abilities. The ability to effectively work with a variety of clientele, people and unions. Ability to multi-task and maintain a positive attitude in a full-paced environment. Flexible and willing to work long hours when needed. Familiar with desktop/ lab top computers, internet, email, tablet, fax and smart phone use. Please send resumes to: info@eaglemg.com

Call (702) 309-8023 or Email KathyA@ExhibitCityNews.com

Promote Your Brand Manage Your Sponsors Engage Your Attendees

@ExhibitCityNews

ExhibitCityNews.com SEPTEMBER 2016 93

INDUSTRY SERVICE GUIDE Freelance Design Services • Design Consultants on-site design service available

YOR Design Group Our Mission: to create trade show exhibits and environments that convey your brands cohesive image. Freelance Design, Design Consultations, On-Site Services, Over 20 years experience in local and national markets. ‘Got Design? We Got YORS!’ www.YorDesignGroup.com

10 YEARS STRONG established 2005

Contact Dean Pappas 20+ Years Exhibit Design Experience

1-708-598-8100 www.yordesigngroup.com

YOR Design Group World Headquarters • Burbank, IL

Attorney-at-Law

Exhibits

94 SEPTEMBER 2016 Exhibit City News

INDUSTRY SERVICE GUIDE Exhibits

Exhibits & Events

Exhibit Production

Upstate NY

Montpelier, VT

Concord, NH

Boston, MA Worcester, MA SpringďŹ eld, MA

Hartford, CT

Providence, RI

(508) 366-8594 info@corp-eventsne.com

Exhibit Software

BOOK BUSINESS WITH YOUR AD HERE Contact sales for details: 702-309-8023 ext. 105 sales@exhibitcitynews.com

@ExhibitCityNews

ExhibitCityNews.com SEPTEMBER 2016 95

INDUSTRY SERVICE GUIDE Event Management

Furniture

Exhibit / Trade Show Displays | Event Planning | Sporting Event DĂŠcor

Furniture

Furniture & Fabrication

Logistics Champion Logistics Group has a transportation division specializing in the coordination of trade shows and special events. Champion provides the most reliable and flexible trade show transportation in the industry.

800.323.5401 | info@champlog.com | www.champlog.com

96 SEPTEMBER 2016 Exhibit City News

INDUSTRY SERVICE GUIDE Logistics

Nail Salon

Off-Roading

Photography

DRIVE A RACE TRUCK IN THE LAS VEGAS DESERT

IN THE LAS VEGAS DESERT

exhibit and event experience photography

10% OFF

www.cjphotog.com

ECN10

Las Vegas, Nevada 218 - 209 - 1466 corey@cjphotog.com

PROMO CODE

www.vore.com 855.GET.VORE Tradeshow List

@ExhibitCityNews

Tree Removal

ExhibitCityNews.com SEPTEMBER 2016 97

ADVERTISERS

Advertiser Index A-Z 253, Inc.

Eggworks

Onsite Services

4 Productions

Employco

Orbus

100

Exposystems

Prism Tradeshow Lighting

Freshwata

Randy Smith Memorial

GIST

Rosemont – RES

Aluvision Angles on Design

65 7

beMatrix

Brumark

Group Delphi

Sho-Aids

Champion Logistics

Grupo Omega

showNets, LLC.

Charlie Palmer

Highmark

SRS Fabrication

Coastal International

Hill & Partners

Step 1 Dezigns

Cobo Center

Joe’s New York Pizza

Storage West

Larry Kulchawik Consulting

Super Bright LED

Sunset Transportation

Color Reflections

Corporate Communications

Lighthouse Exhibits

Corporate Events

Momentum Management

Cort

Mueller International

D.E. McNabb

Dolomite

EDPA Foundation

57/99

Tradeshow Dogs

Tradetec

NewGen Business Solutions 23

Willwork

Nolan Advisory

Octanorm, USA, Inc.

FOR ADVERTISING OPPORTUNITIES Contact sales: 702-309-8023 ext. 105 sales@exhibitcitynews.com 98 SEPTEMBER 2016 Exhibit City News

fa Ne cil w ity p in rod Du uc lu tio th n ,G A

Omni-55



Trade show exhibits

Permanent installs

Display lighting

Aluvision Inc. > 1620 Satellite Boulevard, Suite C

Free standing displays

Hanging signs

LED modules

Customer support

> Duluth > GA 30097 > O: (470)-252-3500 > info@aluvision.com > www.aluvision.com