The Chase Center frequently works with clients, helping them to meet budgets and design more effective trade shows. They offer creative solutions for making the best possible experience for exhibitor, sponsor and attendee alike. One such idea is offering more table top displays instead of booth space. This provides exhibitors with another price option when participating in the event.


decreases handling time and shipping expenses, but also allows a smaller booth to pop with color and crisp signage.


Kerrie Van Horn of the Chase Center on the Riverfront in Wilmington, Delaware advises planners to look into multi-year contracts when negotiating. In cases of trade and consumer shows, they usually are annual events, so planning ahead makes sense.


The Chase Center frequently works with clients, helping them to meet budgets and design more effective trade shows. They offer creative solutions for making the best possible experience for exhibitor, sponsor and attendee alike. One such idea is offering more table top displays instead of booth space. This provides exhibitors with another price option when participating in the event.


Even with their continued success, trade shows are not immune to the sluggish economy. Van Horn reflects, “Due to the recession, several of the shows have expe- rienced lower exhibitor participation. Exhibitors are watching the costs of shows and looking for a good return on their participation.”


Show planners are now trying to make their event the most affordable to attract more people - on both the exhibitor and attendee side. Van Horn adds, “They are watching the cost of their décor and food


36 November  December 2010


and beverage offerings while trying to maximize marketing dollars to attract attendees. Several have expanded and grown their sponsorship levels, adding more sponsors or in-kind partnerships.”


Russel Kice has seen another trend at the Pennsylvania Convention Center: an increase in shorter trade shows. Planners and exhibitors more efficiently use their time with fewer days.


Day packages


instead of three day packages are on the rise. The Pennsylvania Convention Center prides itself in being within one-day’s drive to 40 percent of the U.S. population. This makes shorter meetings more possi- ble with less travel time. The location is a quick car, train or plane ride away.


When show organizers are shopping around for event venues, Kice recom- mends that they create a list of the most important options and then prioritize. This will help in negotiations and help navigate contracts and services. Kice also points out that convention and visitors bureaus in each area can help a planner welcome guests, attract media and even advertise the event.


In Philadelphia, the convention staff actu- ally mirrors the bureau’s staff, which allows for a seamless approach when working with a planner.


Megan Tomlinson of the Valley Forge Convention Center has seen booking


times shorten over the past two years. Before, trade shows typically booked 18 to 24 months advance. This window has shrunk to 12 to 18 months (and even less for regional shows). With this in mind, Kice’s advice of prioritizing and creating a list of the most important options will help when it comes to finding the right venue in a short amount of time.


Trade shows target specific audiences. Show planners have learned to maximize their dollars without sacrificing appear- ance. Setting up a booth in your office isn’t the same as setting up a booth in the middle of a convention center packed with your future and current customers as well as your biggest competitors.


According to Mark Greason of AFR Event Furnishings, booth design is more impor- tant than ever. AFR’s lighted furniture products, including lighted cubes and tables, have increased in sales over the past two years.


Exhibitors need to do


more to attract attention, and such prod- ucts help them to do exactly that.


AFR works nationally from 13 main loca- tions to outfit events with furniture. Their professionals have seen every type of booth and show set up. Greason offers that an observer could measure the econ- omy by trade shows, as advertising at these shows directly correlates to how well a company is doing and how much they want to grow.


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