About the Then & Now Content Series
The Then & Now series written by Kerstan Szczepanski was originally published in the Exhibit City News 30 Year Anniversary book. The series is a collection of aspects of the show floor that have changed over the last 30 years. The content covers an overview of the last 30 years and is not intended to be an insight into every change, but a broad overview. Many things have changed over the last 30 years and will continue to change.
To see the original layout of this article, please visit page 156 of the 30 Year Anniversary book.
The Evolution of Tradeshow Rentals
Over the last 30 years, how companies show up at tradeshows has completely transformed. The story of tradeshow rentals from 1994 to today is a journey through innovation, economic shifts, and the unstoppable influence of technology. Let’s take a trip through time to see how exhibitors’ needs, design trends, and tech advancements have reshaped the tradeshow scene.
The 1990s: When One Size Fit All
Think back to a tradeshow floor in the mid-90s: rows of uniform booths with folding chairs and basic tables. It was all about practicality back then. Rental options were standard but got the job done. For small companies or those exhibiting less often, these cost-effective setups worked, even if they didn’t “wow” anyone. Functionality ruled, and standing out wasn’t the priority.
The 2000s: Customization Takes Over
With the new millennium came a desire for more. Exhibitors were done with cookie-cutter booths, and customization became key. Modular systems hit the scene, letting brands inject personality into their rental spaces with custom graphics, colors, and layouts. But technology was the real game-changer. Flat-screen monitors, interactive kiosks, and audio-visual gear became standard rental options, offering dynamic presentations without massive costs.
The 2010s: Enter the Turnkey Solution
By the 2010s, the tradeshow rental world was shifting again. “Turnkey” became the buzzword, with companies offering complete booth packages featuring design, graphics, and on-site support. Exhibitors loved the convenience, reducing the logistical headaches that came with putting together a show.
It wasn’t just about ease. The demand for high-quality, premium rental options surged. Custom-designed booths with sleek finishes and built-in tech made it easier for brands to look polished and professional without spending a fortune.
As sustainability climbed the agenda, rental providers stepped up with eco-friendly materials, energy-efficient lighting, and reusable components. The tradeshow floor was going green, booth by booth.
The 2020s: Smart, Sustainable, and Adaptable
Jump to today, and the tradeshow rental landscape looks nothing like it did in the ’90s. Adaptability is the key. Modular systems can be reconfigured for any space, including hybrid events—a must in our post-pandemic world.
But the most exciting shift? Creating immersive experiences. Rentals now include virtual reality setups, augmented reality displays, and interactive touchscreens, all designed to engage and captivate attendees.
Sustainability isn’t going anywhere either. More and more booths are made from eco-friendly materials, and energy-efficient tech is becoming the norm. Plus, “smart” booths equipped with IoT devices, real-time analytics, and digital engagement tools are letting exhibitors track valuable data and enhance their show presence.
A few key factors driving the evolution:
Economic shifts: During tough economic times, rentals are a cost-effective alternative to permanent booths.
Tech advancements: New technologies have expanded what rentals can offer, making exhibits more dynamic and interactive.
Sustainability: The push for greener practices has led to more sustainable rental options.
Changing needs: As brands focus more on engagement and experience, rentals have evolved to meet those expectations.
From basic booths to smart spaces, this journey mirrors broader trends in how businesses connect with their audiences.
