by H. K. Wilson
Perhaps more than any other promising statistic or jammed show calendar, the reboot of EXHIBITORLIVE, The National Conference and Exhibition for Trade Show and Corporate Event Marketing, is evidence that the industry is roaring back to life. Happening once again at Mandalay Bay, Las Vegas, the show will run Oct. 31-Nov. 3.
For more than 30 years, this event has been a show by the industry for the industry, a place where old friends reunite, new connections are made and competitors become colleagues. This extravaganza of education and exhibition is an event the entire industry looks forward to each year, and its postponement in March 2020 was a clear sign that the pandemic was real.
This year promises a full lineup of top-notch speakers, fun networking events and a busy exhibition hall featuring companies from Access TCA to Zig Zibit, Inc.
The Conference
The conference will feature more than 100 sessions and workshops that dive deep into all aspects of face-to-face marketing and management, taking into account the new business environment that is emerging post-COVID.
Lisa Apolinski
(pictured left), CEO of 3 Dog Write, is a 20-plus-year industry veteran and a frequent speaker at EXHIBITORLIVE. This year, she will be presenting a lecture based on her latest book, Persuade with a Digital Content Story.
“Digital content is a key component to any digital strategy, but many companies take the power it brings for granted,” says Apolinski. “In my lecture on Wednesday, Nov. 3, we will be diving into the secrets of persuasive digital content, how to use my ‘Six Step Digital Content Story Formula’ to create powerful storytelling and discuss how companies can start today on the road to creating digital content that is a must-read. This book was recently ranked as one of the top content marketing books in the world to read in 2021 by ‘Book Authority,’ and I am excited to help attendees unlock the power of digital storytelling … This session is a MUST ATTEND if you are serious about driving accelerated digital growth in your organization.”
Apolinsky says that for her, attending EXHIBITORLIVE each year feels like a family reunion. After the pause in 2020, she says she is most excited “to not only see everyone in person, but to see what innovations are being brought to the industry. This industry always brings amazing ways to engage with live audiences, and I am sure there will be new products to engage with virtual ones as well.”
The Exhibit Hall
So far, more than 200 exhibitors representing companies from every corner of the industry are on this year’s Exhibit Hall roster.
Kent Agramonte (pictured right), marketing manager at beMatrix, talked about why his company values exhibiting at EXHIBITORLIVE. “We view EXHIBITORLIVE as our Super Bowl. It’s the chance to showcase our new products, services and staff to the core of the exhibit and event industry. As our industry begins to return, we want to help our clients and prospects scale. We have implemented service improvements, added new products and new education opportunities that we need to showcase to our industry. We also want our industry members to know that beMatrix is here for them as we have always been.”
The Controversy
Some were disappointed that EXHIBITOR Media Group, the producer of EXHIBITORLIVE, chose to “postpone” rather than cancel the 2020 event, offering exhibiting companies a full credit toward the 2021 show instead of a refund. Dissenters felt that an immediate refund was the only fair solution, due to an urgent need of cash to continue their business operations during the crisis. Some were uncertain whether they would even be in business long enough to participate in the next show.
The unprecedented nature of the pandemic raised questions industrywide about the proper handling of show postponements, cancellations and refunds, and exposed the inadequacies of industry contracts and cancellation insurance policies.
In a 2020 statement, Randal Acker
(pictured left), president of EXHIBITOR Media Group, defended his company’s stance and said that it had received messages commending its handling of 2020’s postponement. “These exhibitors have emphasized how much they are looking forward to the event in 2021. In addition, we have proactively communicated dozens of times via multiple channels with exhibitors about the situation since we first announced the postponement. As we pointed out in our communications with our valued exhibitors, the national shutdown took place immediately before our event, after the vast majority of a year’s worth of production expenses had already been incurred and spent.”
ELITeXPO, a company with a 34-year legacy, has long exhibited at the conference annually and is on the schedule for 2021. CEO David Mihalik (pictured right) says of EXHIBITORLIVE, “It’s a great opportunity to meet up with a lot of old colleagues and friends in the business as well as companies we still do business with today.”
Although ELITeXPO has rolled over from 2020 to this year’s list of exhibitors, Mihalik is still uncertain if his company will actually participate. First, he stated that timing is problematic, since fall is historically a busy time of year for his company, and it is still scrambling to recover from pandemic losses.
And although ELITeXPO had plans in 2020 to have two separate booths, Mihalik said, “We have zero budget now. … In the past, we’ve spent $30,000-$40,000 all in on this event. There is no way we will have the time, budget or even employees to be able to staff a booth. If we are busy at the office, then that’s our priority.”
Further, he feels the value of this year’s exhibition opportunity has been diminished. “The show hall we signed up for is NOT the hall we will exhibit at. The amount of exhibitors we signed up for is less than when we signed up. The show floor will be smaller, although we are being told it’s because of the common space in the front of the hall. … We were moved without being consulted and put next to a competitor.” Mihalik would still prefer a refund of his 2020 expenditure.
The Impact
EXHIBITORLIVE remains North America’s largest exhibition of tradeshow and event products and services. Hopefully, the 2021 event will provide space for the industry to come together once again for healing of past difficulties, celebration of collective triumphs and anticipation of opportunities ahead.
When asked what she believes makes EXHIBITORLIVE a must-attend event for the industry, Apolinski said, “EXHIBITORLIVE brings all of the industry together in one conference, with an educational line up that is second to none and exhibitors that always bring their ‘A’ game. Whether you are new to the industry or have been part of it for a long time, EXHIBITORLIVE provides the networking and education you need to continue to serve your clients in this industry.”
This story originally appeared in the Sept./Oct. 2021 issue of Exhibit City News, p. 28. For original layout, visit https://issuu.com/exhibitcitynews/docs/ecn_sept-oct_2021. Be sure to stop by Exhibit City News’ booth 322 on the show floor and come to our Open House/BBQ party and EDPA membership drive on Wednesday, Nov. 3, 5-10 p.m. at ECN’s offices at 1675 E. Desert Inn Road.
