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 Sheldon Adelson, Ingrid Boyd, and Hans Bruder. For the full Icons & Milestones series, please click here.
Sheldon Adelson
Transforming the Landscape of Electronics Tradeshows
Sheldon Adelson’s contributions to the tradeshow industry are monumental, particularly in the realm of electronics and computer technology. His vision and entrepreneurial spirit significantly reshaped how these industries engage in tradeshows.
Creating COMDEX
In 1979, Sheldon Adelson co-founded COMDEX (Computer Dealers’ Exhibition), which quickly became one of the largest and most influential computer tradeshows globally. Held annually in Las Vegas, COMDEX was instrumental in showcasing the latest advancements in computer technology and providing a platform for industry leaders to network and exchange ideas.
Expanding Las Vegas as a Tradeshow Hub
Adelson’s influence extended beyond COMDEX. He purchased the Sands Hotel and Casino in 1989 and built the Sands Expo and Convention Center, the only privately owned convention center in the U.S. at the time. This development played a key role in establishing Las Vegas as a premier destination for major conventions and tradeshows.
Selling COMDEX
In 1995, Adelson and his partners sold COMDEX to SoftBank Group for $862 million, marking one of the most significant transactions in tradeshow history. This sale underscored the immense value and impact of the tradeshow on the global tech industry.
Enduring Influence
Sheldon Adelson’s efforts not only transformed the tradeshow industry but also significantly influenced the economic landscape of Las Vegas. His vision for COMDEX and subsequent developments helped shape the city into a global convention and exhibition hub. Adelson’s legacy in the tradeshow industry remains a testament to his innovative spirit and business acumen.
Ingrid Boyd
Champion of International Exhibiting
Ingrid Boyd played a pioneering role in integrating international exhibiting practices into the U.S. tradeshow industry. As a key figure in the Exhibit Designers & Producers Association (EDPA), Boyd was instrumental in introducing global standards and methodologies, facilitating smoother transitions for U.S. companies entering international markets. Her work laid the groundwork for broader cross-border collaboration, helping U.S. exhibitors navigate the complexities of international tradeshows. Boyd’s efforts significantly expanded the scope and reach of the American tradeshow industry, promoting global connectivity and standardization.
Legacy and Impact
Boyd’s contributions have left an enduring impact on the tradeshow industry, particularly in promoting international collaboration and understanding. Her advocacy for international exhibiting has not only benefited U.S. companies but also enriched the global exhibition landscape, fostering a more interconnected industry.
Hans Bruder
Pioneering Global Exhibit Systems
Hans Bruder has been a significant figure in the exhibition industry, particularly known for his leadership at Octanorm, a company renowned for its innovative aluminum systems used in tradeshow exhibits. Since joining Octanorm in 1978, Bruder played a crucial role in the development and international success of the company. Under his leadership, Octanorm became a leader in creating modular and reusable exhibition systems, which revolutionized the tradeshow landscape by offering flexible, durable, and easy-to-assemble solutions.
Introducing OSPI and Global Integration
One of Bruder’s notable achievements was the development of the Octanorm Service Partner International (OSPI) network. This initiative created a global network of exhibit builders who utilized Octanorm systems, enabling companies to have a consistent and reliable presence at international tradeshows. The OSPI network emphasized the “Design Here, Build There” concept, allowing exhibitors to design their stands in one country and have them built to the same specifications in another, ensuring a uniform brand presentation worldwide.
Legacy and Impact
Hans Bruder’s contributions have not only advanced the technical aspects of exhibit construction but also promoted international collaboration and standardization in the industry. His work with Octanorm and the OSPI network has facilitated seamless global tradeshow participation, making it easier for companies to expand their international presence. Bruder’s retirement in 2021 marked the end of an era, but his legacy continues to influence the industry through the ongoing success and innovation of Octanorm systems.
