by Emily Olson
Apple Rock is an event marketing company and custom fabricator, headquartered in Greensboro, North Carolina, with offices and facilities in Charlotte and Morrisville, North Carolina; Wayne, New Jersey; and Las Vegas, Nevada. The company specializes in environmental and dimensional design, strategy, engineering and fabrication of innovative display solutions, environmental design, and corporate live and virtual event execution.
One of the services that Apple Rock offers is tradeshow rentals, and when Exhibit City News sat down with Apple Rock’s CEO Eric Burg to discuss the business, it was this aspect of the business we focused on.
Exhibit City News: What advice do you give to companies displaying at a tradeshow for the first time?
Eric Burg: I always suggest they rent a booth their first time out. That way they can test drive the concept, see what others are doing and adjust for the next show.
ECN: Does renting elements instead of doing a custom build limit a client’s options?
EB: Not at all. We offer our clients maximum flexibility. They can rent off the shelf, or we custom make items and rent them to our clients. That way, the entire booth looks more on-brand.
ECN: I imagine cost is a major concern when it comes to choosing between renting a display and building one.
EB: Absolutely. Renting a display costs one-third the price of building your own. And people often forget the additional cost associated with storing booth materials after the show. Companies also have to deal with repairs after the inevitable wear and tear on a booth after a busy tradeshow. When you rent a display, all that wear and tear and those storage costs become Apple Rock’s responsibility.
ECN: You have several offices located in busy tradeshow cities. What are the advantages of renting a display in the city where the tradeshow is happening instead of trucking in a display?
EB: Shipping is the most uncontrollable cost for a business. Plus, being close helps if you need an additional element for the booth. And some of our clients just feel more comfortable knowing that supplies are close in case of unforeseen circumstances.
ECN: Any final words?
EB: We want every customer to feel like family. So when you work with us, you are treated with respect and honesty.
