by Chris Kappes, Exhibit City News
In the live event business, we love noise. But have you noticed it’s getting quieter?
The familiar buzz of saws, CNC machines, and pneumatic hammers crafting exhibits has become increasingly rare in tradeshow design and build agencies today. That production noise used to be a telltale sign that money was being made in “the shop,” sparking high-fives and smiles all around.
As I walk through various agencies, the once-bustling production facilities have grown eerily quiet. The exhibit design and build business has shifted from the bespoke creation of custom exhibit solutions to the assembly of aluminum systems covered with SEG tension fabric and packaged rental exhibits. Owners suggest that business is generally good—maybe not quite as good as 2019—but still better than it was. The money being made is green, but it’s a different shade, reflecting a dynamic reallocation of marketing budgets, unprecedented inflation, shorter lead times, and growing environmental concerns.
Today’s Reality
Over the past decade, the percentage of revenue allocated to B2B marketing budgets has shifted from traditional channels like print and direct mail to digital marketing and technologies. While COVID-19 was a curse, it also served as a stark reminder that nothing compares to meeting face-to-face. You may purchase commodity items online, but when it comes to non-commodity products or services, selling at live events is where the real action is.
Even though B2B companies allocate 10 to 11 percent of revenue to marketing, these dollars are spread across more competing channels than ever before. The funds set aside for live events simply can’t support the heyday of exhibiting. Inflation’s impact has been dramatic, as shown by the comparison of costs from 2013 to 2023:
Booth space rental: up 42%
Exhibit design and build: up 66%
Shipping and drayage: up 50%
On-site services: up 31%
Travel and accommodations: up 46%
Marketing and promotion: up 50%
Working In A
McDonald’s World
We’re all addicted to speed—not the drug, but the expectation that when you place an order, it’s delivered post-haste. Decisions on what and how to exhibit are notoriously last-minute, driven by new product introductions, competitive pressure, and other factors. Four weeks is now considered a luxury. As a result, the designer and producer community has had to adapt its business model to respond with “just-in-time” systems and kit solutions that can be pulled from inventory, cleaned, assembled and deployed. When you add the necessity of speed to inflationary cost pressures, something’s got to give—and that something is the exhibit design aesthetic. Walk any live event today, and homogeneous exhibits are the norm, not the exception. It’s not a criticism, it’s a solution driven by the business’ evolution.
Environmental Pressures
Exhibitors and organizers are increasingly focusing on sustainable practices to reduce their environmental footprint. This includes adopting eco-friendly exhibit materials, reducing single-use plastics, and implementing recycling programs.
The Exhibit Designers and Producers Association (EDPA) has launched the Net Zero Carbon Events Initiative to bring together organizations across the industry—from venues to organizers to exhibitors and more—to drive the events sector toward net zero carbon emissions. As referenced on the EDPA website, the goals of this collaboration, hosted by The Joint Meetings Industry Council (JMIC), are:
Jointly communicate our industry’s commitment to tackling climate change and driving toward net zero by 2050.
Develop common methodologies for measuring the industry’s direct, indirect, and supply chain greenhouse gas emissions.
Construct an industry-wide roadmap toward net zero by 2050, and emissions reductions by 2030 in line with the Paris Agreement, with support and guidance on key issues.
Foster collaboration with suppliers and customers to ensure alignment and common approaches.
Establish common mechanisms for reporting progress and sharing best practices.
For more information and to learn about EDPA’s recycling program with return polymers, visit their sustainability tab on its website.
A Quiet Revolution
The noise of live events may have softened, but beneath the quiet, a revolution is taking place. The evolution from custom craftsmanship to streamlined assembly, from opulent designs to sustainable solutions, reflects the broader changes in our world. In the silence of the workshop, we find innovation. In the hum of uniformity, we discover efficiency. As the industry continues to adapt, one thing remains clear: the spirit of live events—connecting people, brands, and ideas—is very much alive.
The noise may have changed, but the impact resonates louder than ever.
This story originally appeared in the Q4 2024 issue of Exhibit City News, p. 24. For original layout, visit https://issuu.com/exhibitcitynews/docs/ecn_q4_2024/24.
