they cannot by housing it for them, truck- ing it to the show, and getting it to the booth - many times even setting it up. “That’s the full service we provide, any- thing anyone can think of, we do.”
To Gallagher, the number one tip in creat- ing a successful show that works for both exhibitors and attendees is proper plan- ning. “You can’t go into it six months ahead and say ‘I’m going to do a show’ You need at least a good year.”
“One of the other components is organi- zation, including knowing your budget and having one in place,” she continues. “You have to know ahead of time what you’re expecting to spend on a service company, advertising, etc. and everything else that is involved. You need to advertise in the appropriate media and hit your tar- get audience that will work best for you to get the return for your advertising dollars.”
At Chase Center on the Riverfront in Wilmington, Delaware, director of market- ing, Kerrie Van Horn, notes that her facility offers 87,000-square feet of flexible event space and has hosted many niche trade shows.
“We offer ground floor drive-in access that allows easy load-in and load out, spacious ceilings and welcoming open space for the attendees,” says Van Horn. “We have been home to the Delaware Auto Show, Winterthur’s Delaware Antique Show, Delaware Homebuilder’s Association Fall and Spring Home Show, as well as the Family Expo, Riverfront Familyfest and multiple job fairs and tabletop shows. The Chase Center is an affordable location with no sales tax and ample parking.”
Van Horn details what it takes for a show to be successful, which starts with effec- tive marketing to attract both exhibitors and attendees. “It must offer value to everyone involved, including the venue itself and the show producer, bringing consumers and businesses together,” says Van Horn. “A well-organized show must be inviting, interactive and provide good flow to make it easy to walk the floor with good directional signage.”
Recently, Chase Center collaborated with Chris Baker of Mountain Expos to co-pro-
36 November December 2012
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