by Chris Kappes, Exhibit City News
We work in a McDonald’s world. Our product is different, but the demands for speed, precision and delivery are the same.
The average drive-through time at McDonald’s is 6.3 minutes, lowered recently due to new digital menu boards, instore kiosks, and menu reductions. McDonald’s didn’t achieve this success by chance. It intentionally harnessed technology, simplified its processes, and standardized operations. Similarly, in the live event and exhibit production industry, companies are rethinking their workflows to stay competitive. Exhibit designs now often rely on pre-designed kits and systems layered with SEG graphics, rather than entirely bespoke solutions. The shift in production is clear: from handcrafting unique components to assembling pre-existing ones, faster turnaround times and better cost control are possible. Warehousing operations are leveraging advanced inventory technology and scanning systems to ensure nothing is missing from the bill of lading, ensuring that every project is delivered on time and in full.
Our industry is evolving at an unprecedented pace. What we knew 10 years ago is vastly different from where we stand today, and the next years promise even more transformation. In this issue, you’ll learn how the freight transportation industry is responding to rising fuel prices, soaring insurance premiums, a shortage of qualified drivers, and increased regulations. At the same time, we explore how technology is reshaping how materials are delivered, tracked, and managed.
One company that anticipated industry-wide shifts is Catalyst Exhibits, featured on this month’s cover. Catalyst didn’t just react to change—they anticipated it. Founded in 1998 by CEO Tim Roberts and Chief Creative Officer Paul Stahlberg, Catalyst built its business around the idea that owning exhibit assets no longer made sense in a fast-paced environment. While rental exhibits were an available option back then, few companies built their operations or business model around them. Catalyst seized the opportunity and positioned itself as a leader in providing turnkey rental solutions for top brands like Siemens, Dell, Roche, and others.
Today, Catalyst’s 104-person team—46 of whom are in production—handles everything in-house to meet client demands for speed and budget efficiency. “We have all the inventory needed to create the designs we’re known for,” shares Jeff Seeger, Vice President of Production. “We use our proprietary building block system, Innerspace, and add elements like LED screens, lighting grids, SEG graphics, and our own custom panel system and furnishings.”
Catalyst’s 144,000-square-foot facility is a testament to precision and efficiency. The workflow moves seamlessly from asset inventory through to fit and staging, culminating in 16 shipping bays. “Nothing leaves our facility without being set up and reviewed by the entire account team—project manager, account manager, account executive, and warehouse personnel,” Seeger explains. Yet, beyond logistics, what truly sets Catalyst apart is its client-first approach. HR Manager Ashley Mitchell calls it the “red carpet, white glove” service—a level of care that makes every client feel prioritized and valued.
At the core of Catalyst’s operations are its technological systems. The company’s project management system, ShowHow, alongside Airtable for inventory management, allows real-time communication between team members and tracking of every project and asset.
“We know the exact location of every piece of equipment,” Seeger says. This digital infrastructure ensures projects run smoothly from start to finish. Catalyst also uses Journyx to manage job costing, tracking employee time, expenses, and equipment to streamline accounting and payroll processes. By automating these critical functions, Catalyst ensures projects stay on budget and on schedule.
Looking ahead, lessons learned from efficiency pioneers like McDonald’s will remain invaluable, guiding us toward a future where efficiency, creativity, and sustainability coexist to meet the evolving demands of our clients.
This story originally appeared in the Q4 2024 issue of Exhibit City News, p. 34. For original layout, visit https://issuu.com/exhibitcitynews/docs/ecn_q4_2024/34.
