Mexico: Ensuring proper expectations

Tradeshow producers factor in popular attractive tourist destinations when choosing their next convention center city. They know the location must be easy to get to but that attendees and exhibitors love a getaway. It was that philosophy that saw the Las Vegas convention industry grow and is now boosting areas like Mexico.

Once you hit the exhibition floor, you’ll notice an interesting combination of the “Western-ized” world and a developing marketplace.

Yes, besides margaritas, beautiful beaches and all-inclusive resorts, this fast-growing global marketplace has a lot to offer the tradeshow and event industry. Mexico has more than 50 state-of-art conventions centers, including Centro Banamex in Mexico City; Cintemex in Monterrey; Expo Guadalajara, Latin America’s largest convention center; and Puerto Vallarta International Convention Center, which just opened in 2009.

Just proceed with caution and proper expectations.

Remember while Mexico is right next door, you are still exhibiting in a developing international tradeshow region, not celebrating your honeymoon at a luxurious beachside resort.

Upon arriving in Mexico, you should find the airports are relatively easy to navigate. Be prepared for a double check of bags coming into the country and leaving, as authorities try and keep a reign on the notorious drug issue. If you haven’t arranged for a hotel taxi to pick you up, be sure to go to an “Authorized Taxi” stand and prepay for your ride to the hotel. You can also find convenient automated kiosks placed throughout the airport to purchase a ride if you prefer. Like India, this is a flat fee to your destination and no additional money is required. A small gratuity is welcome, but not necessary.

If you haven’t exchanged money yet and prefer to use the ATM, keep in mind the $ symbol is also the symbol for the Mexican Peso. In fact, the Peso was the first currency in the world to use the $ symbol in the 1770s. In 1785, the U.S. adopted the sign and used it in conjunction with the term dollar. Why is this important? It’s easy to forget that when you see the $ symbol, it means Pesos, which are not equivalent to the USD. The fees being assessed by the ATM are in Pesos and they really aren’t charging you $25USD to remove your cash.

Hungry after your flight and trip to the hotel? Since dinner often isn’t until after 8 p.m., ask the concierge where a safe place to walk is that has a street vendor selling tacos. There is nothing like grabbing a quick snack, authentic Mexican style. As always, make sure you pay attention to your surroundings and stay safe.

Once you hit the exhibition floor, you’ll notice an interesting combination of the “Western-ized” world and a developing marketplace.

They have Genie lifts to hang signs and do other ceiling work, but also use a lot of scaffolding.

For example, you’ll see a combination of forklifts to move exhibit properties from the truck to the stand and at the same time see people rolling large items on platforms or doubling up and carrying things by hand. They have Genie lifts to hang signs and do other ceiling work, but also use a lot of scaffolding. Determining what your labor will use depends on the exhibit company you work with as well as the show contractor.

Other items to keep in mind:

• Mexico is 99.5 percent build and burn; the quality level is comparable to an Indian or Asian build and burn, not a European stand. If you wish for higher level quality, this must be expressed in the beginning and be specific about the specs and types of materials required. · Expect to see a lot of sawing, nailing, mudding and painting on-site. Again, most items are not pre-constructed and the use of pre-laminated MDF panels, like in Europe, is not common in Mexico.
• The width of board used to build the structure is very thin compared to that of the U.S. and Europe. A quarter inch or less is more likely than a half inch and usually it is an MDF board or particle board, not plywood.
• The U.S. sense of urgency doesn’t cross the border. It is imperative that you and/or your supervisor stay on your crew with a detailed production schedule during install or it is very likely your stand won’t be ready for show open.
• To be on the safe side, ask your exhibit house to put in writing a guarantee that your stand will be finished by your specified time and choose what you feel is sufficient compensation should it not happen.
• Use of a raised floor is common and often required. Some people find the fact that putting electrical sockets in the floor (much like you would in a wall) is a very convenient and a great idea. If you prefer your electrical sockets hidden, be sure to specify that.
• Graphics are often done in a vinyl, sticker-type material. Mounting to sintra or printing on fabric is an option, but is not popular and much more expensive.
• Sanborns is your friend. It is a Mexican-ized Wal-Mart, but founded by two California immigrants to Mexico City in 1903. They have everything and there is always one by a convention center. Whether it is ibuprofen, a flat screen TV, extension cords or a few enchiladas with a Corona, you’ll find what you need there.

At the end of the day, if you aren’t too tired and your schedule allows, take time to see The Plaza de la Constitución or Zocalo. It’s the main square of Mexico City’s historic center and the second largest square in the world; only Moscow’s Red Square is bigger. If you are in Guadalajara, take a short trip to Tonalá. It’s a small suburb home to many artisans about 13km from downtown. On Thursday and Sunday, they have open markets and the area attracts many wholesale buyers from around the world.

Mexico is alive with culture and beauty. Look past the cracks and find an evolving tradeshow destination and a posh vacation spot that all tradeshow industry professionals could use now and again.