The Icons & Milestones Series by Mark Hebert
The following is part of the Icons & Milestones Series, which started in the Exhibit City News 30 Year Anniversary Book. This series looks at Icons and Milestones from across the tradeshow industry. As we give honor in our Icons & Milestones series, we celebrate their revolutionary approaches to all aspects of the tradeshow industry. Thank you to Bob McGlincy and Larry Kulchawick for their assistance with this section.
In this we look at Lee Knight, Robert Laarhoven, and Jack McEntee. For the full Icons & Milestones series, please click here.
Lee Knight
Shaping the Tradeshow Industry through Education and Innovation
Lee Knight is a prominent figure in the tradeshow industry, best known for founding Exhibitor Magazine and the Certified Trade Show Marketer (CTSM) program. Established in 1982, Exhibitor Magazine has become a leading resource for tradeshow and corporate event marketing education. The magazine provides in-depth articles, case studies, and best practices to help exhibitors improve their performance and achieve measurable results. Knight’s vision extended beyond print media, he also founded EXHIBITORLIVE, an annual conference dedicated to educating professionals in the tradeshow and event marketing industry.
Pioneering CTSM Certification
Knight was instrumental in creating the CTSM program, the industry’s only university-affiliated professional certification. This program has set a high standard for education in the field, with thousands of candidates currently enrolled. The CTSM certification covers a comprehensive range of skills necessary for successful tradeshow marketing, including measurement and analytics, planning and execution, and global exhibit marketing. The program has been pivotal in elevating the professionalism of the industry, providing a structured path for career advancement.
Legacy and Impact
Over his career, Knight’s contributions have significantly shaped the tradeshow and event marketing industry. His emphasis on education and innovation has fostered a culture of continuous improvement and excellence. Knight’s work has been recognized with numerous awards, including the Exhibitor Legends Lifetime Achievement Award. Even after stepping down from his leadership role, Knight continues to influence the industry through his advisory positions and ongoing initiatives.
Robert Laarhoven
Innovator in Modular Exhibit Systems
Robert Laarhoven has been a significant figure in the tradeshow industry, primarily known for his leadership at beMatrix USA. Laarhoven played a crucial role in introducing the beMatrix system, a versatile aluminum frame system, to the U.S. market. The system, known for its lightweight and modular construction, has transformed the way exhibits are designed and assembled, offering flexibility and efficiency. This system allows for quick setup and teardown, reducing labor costs and enabling more creative designs.
Achievements and Industry Impact
Laarhoven’s contributions include the development of the LEDskin technology, which integrates LED panels into the beMatrix frames, enabling seamless digital displays. This innovation has been particularly popular for creating immersive and dynamic exhibit environments. Under Laarhoven’s leadership, beMatrix grew significantly, serving numerous partners in North America and operating in multiple countries worldwide. In recognition of his contributions, Laarhoven received the Hazel Hays Award, the highest honor from the Experiential Designers and Producers Association (EDPA).
Legacy and Future Directions
Laarhoven’s work has set a high standard for sustainability and innovation in the tradeshow industry. The beMatrix system is not only versatile but also environmentally sustainable, with components designed for long-term reuse and recyclability. Laarhoven’s legacy continues to influence the industry, with beMatrix maintaining a strong position as a leader in modular exhibit solutions.
Jack McEntee
Pioneering Independent Exhibit Installation and Dismantle Services
Jack McEntee, along with Tony Amodeo and Pat Alacqua, founded I&D Inc. in 1979, revolutionizing the tradeshow industry by establishing one of the first independent exhibit installation and dismantle (I&D) companies. This innovation provided exhibitors with an alternative to the general contractors (GCs) who previously monopolized the tradeshow labor market. McEntee’s approach included contracting directly with labor unions, which offered more competitive pricing and consistency in the workforce, a significant improvement over the inconsistent crews often provided by GCs.
Innovative Practices and Legal Challenges
I&D introduced several industry-standard practices, such as using the same “lead man” for both installation and dismantle to ensure continuity and quality. This idea, later known as “same man up and same man down,” became widely adopted. I&D also faced significant challenges, including a landmark antitrust lawsuit against Freeman, a major general contractor, which highlighted the monopolistic practices in the tradeshow industry. Although I&D did not win the case, the lawsuit brought attention to the need for more competition and transparency in tradeshow services.
Legacy and Evolution
Under McEntee’s leadership, I&D grew significantly, eventually rebranding to Nth Degree in 1996 to reflect its expanded services and global reach. The company’s emphasis on customer service, innovation, and quality set new standards in the industry and reshaped the expectations for tradeshow labor services. Nth Degree continues to be a major player in the industry, building on the foundation laid by McEntee and his team.
