(Michael Krouse, senior vice president of sales, and Mark Liberman, president and CEO of LA INC., pose with Cyndi Lauper at the ASAE Annual Meeting and Expo in 2010 in Los Angeles.)
From pandemic pivots and mobile apps to immersive exhibits and major convention center expansions, the month of September has seen its share of defining industry moments. In this edition of A Look Back at Tradeshow History, we revisit stories from past September issues spanning 2000 to 2020—capturing how innovation, adaptation, and leadership have shaped the tradeshow and live events world over the past 25 years.
Five Years Ago – September 2020
I&D Crews Pivot During Pandemic Shutdowns
In late 2020, with shows like CES and SEMA going virtual, installation and dismantle (I&D) labor crews faced widespread unemployment—and many turned to entrepreneurship. Exhibit City News (ECN) documented dozens of industry pros shifting to new ventures, from mobile detailing and home repair to livestream services and digital marketing. For some, these pivots were temporary; for others, they sparked lasting career changes as the industry continued navigating COVID-era uncertainty.
Ten Years Ago – September 2015
Immersive Exhibits Break the Mold
Exhibitions began pushing beyond traditional venues to create more immersive brand experiences. HSBC marked its 150th anniversary in Hong Kong with a multimedia exhibit at the Hong Kong Maritime Museum, while Marvel launched its Avengers S.T.A.T.I.O.N. global tour in Seoul’s War Memorial of Korea. These unique settings blended storytelling and interactivity—highlighting a growing trend toward experiential design in unconventional spaces.
Fifteen Years Ago – September 2010
ASAE 2010 Sees Modest Growth and Celebrity Appearance
Held in Los Angeles, the 2010 American Society of Association Executives (ASAE) Annual Meeting and Expo drew 5,522 total attendees, including 2,856 executives and 1,894 exhibit personnel. Exhibit space reached 73,300 net square feet—up slightly from the previous year—with 439 companies participating. Michael Krouse of LA INC. and Cyndi Lauper were among the notable figures at the event, which was hosted by the Los Angeles Convention and Visitors Bureau. Organizers noted improved mood and energy, with exhibitors reporting strong interest and steady traffic.
Tradeshow Tech Goes Mobile
By 2010, smartphone apps were reshaping the tradeshow experience. At Chicago Market, Merchandise Mart Properties Inc. (MMPI) launched a mobile app that allowed buyers to search the showfloor digitally—before and during the event. As app use expanded across the industry, exhibitors embraced tools like digital brochures, live streaming, and online directories to meet rising demand for instant, mobile-friendly access to information.
Twenty Years Ago – September 2005
Wired Science or Innovation?
At WIRED NextFest 2005, more than 130,000 visitors explored the future through 130 exhibits at Chicago’s Navy Pier. Produced by WIRED magazine, the four-day show featured high-tech prototypes in robotics, aerospace, green tech, and digital media. NASA, Northrop Grumman, and Comcast were among the exhibitors showcasing innovations—from a jetpack to AI-powered avatars. Delphi Productions handled the creative production, blending futuristic storytelling with interactive displays.
Javits Center to Expand Starting in 2006
New York’s Jacob K. Javits Convention Center announced plans for a major expansion beginning in 2006. The project, approved by state and city officials, aimed to add 340,000 square feet of exhibit space, a 100,000-square-foot ballroom, and a new green roof. The upgrade included a new entrance on 39th Street and a 55,000-square-foot riverfront esplanade. Phase I was expected to be completed within two years.
Salt Lake CVB Picks Local Hotelier as New CEO
Scott Beck, general manager of Salt Lake City’s Marriott Downtown, was named president and CEO of the Salt Lake Convention & Visitors Bureau. Known for his experience in hospitality and tourism, Beck was selected for his deep understanding of the region’s convention sales and service sectors. His appointment followed a national search.
Editor’s Note: Beck went on to serve for 14 years as president and CEO of Visit Salt Lake, the convention and visitors bureau, and now leads Sustainable and Resilient Communities at JLL’s Global Tourism & Destination Advisory Group, a role he began in February 2025.
World Market Center Debuts with Vegas Flair
In July 2005, Las Vegas welcomed the grand opening of the World Market Center with a flourish. An estimated 50,000 buyers attended the launch of the $1.3 billion home furnishings complex, which featured 1,200 exhibiting companies. The event marked the completion of the first tower, with the full development projected to span more than 12 million square feet.
Twenty-Five Years Ago – September 2000
Future Industry Trends Predicted
At the Exhibitgroup/Giltspur President’s Advisory Board meeting on August 9, 2000, executives and media gathered at the Hyatt O’Hare in Chicago to forecast where the industry was heading. Moderated by Jane Lorimer and including input from Exhibit City News (ECN) publisher Don Svehla, the panel discussed key shifts in exhibit marketing, including the move toward branding over sales, shorter sales cycles, and the emerging role of digital tools.
Several panelists agreed that the Internet would not replace tradeshows but would be used to enhance participation, especially through virtual exhibits and digital pre-show engagement. Trends also pointed to an increase in wireless technology, fewer paper handouts, and greater emphasis on experiential booth design. One consensus: exhibit value would increase by return on objectives (ROO) rather than direct sales.
Metro Exhibits Hosts Summer Picnic
Metro Exhibits welcomed about 80 attendees to its sixth annual company picnic on a mild, 80-degree day in Illinois. The event featured catered food, a horseshoe tournament, raffle prizes, kids’ games, and a water balloon toss that ended in a spirited balloon fight. “A lot of parents became water balloon targets,” joked Brian Phebus.
Survey Reveals Meeting Planner Priorities
A Hotels of Oak Brook survey found most meeting planners still rely on direct calls to hotels when booking space, despite the rise of digital tools. Conducted by BVK/McDonald Research, the survey of 100 Chicago-area planners showed that 75 percent value existing relationships with hotel staff above all, and 67 percent ranked tech features—like screens and projectors—as the most important amenities. Only 27 percent use Internet searches to find venues, and most prefer a first-hand site visit over digital promotions.
