(images by David Hofflich, Oscar & Associates)
When you describe our jobs to any sane human being, they think you are out of your mind. You get a blank stare. Or its the look that questions your planetary heritage. After all these years, I am still trying to figure out how to describe what I do for people that have never heard of a tradeshow.
What is it about this invisible tradeshow industry that can make otherwise (mostly) rational people travel to another city to work in a freezing cold (or sweltering) convention center under intense deadline pressure for up to 24 hours per day, seven days a week for three consecutive weeks? What is it that convinces these same people that sleep is optional, nutrition is for wimps, and all the rest of the world will just have to wait until this show opens?
There have been numerous times in the last 40-something years where I have been offered a position (or thought about changing to a position) outside the tradeshow industry. Yet, every time I have considered it, and weighed it against what I find enjoyable about this industry, I have turned the opportunity down. I have tried to quantify and clarify what it is that keeps a person doing this.
Here’s my list of why I think we love this business:
Variety
There is a variety in the places you work, the people you work with, the types of projects you work on and the time of day you do it. If you work in the same venue all the time, chances are you are working on different exhibits or events. Each one is different, with its own set of challenges. If you work on the same exhibit all the time, you are most likely setting it up in different cities, with different people on your crew.
Every program and every client and every venue is different. There are a variety of challenges and demands depending on where you are. It’s definitely not a predictable 9-5 job.
My attraction to this variety probably goes back to my being accused of being a “jack of all trades, master of none.”
Creativity
From exhibit design to logistics planning to managing programs, you have an opportunity to be creative in the job. You are part of building something, though often not permanent. You start with an empty space and create an experience for the attendee, combining architecture and experiential marketing. There are a lot of different approaches to the same objective: to get the attention of the attendee and tell your story.
People
This business brings a lot of interesting people to our industry from all over the country and the world. Where else can you have so many friends in so many places? Where else in the span of several hours can you find yourself trying to understand the vulgar ranting of a guy on a forklift and the lofty strategic corporate-speak of the CEO of your best client?
It’s a high-pressure business where the closer you get to the showtime, the more critical each decision is and the quality of the service you provide becomes. The fun is working with a team to accomplish the impossible and then celebrating with your team upon accomplishing it.
Passion
It takes a certain kind of person to work the long hours, variety of locations under tremendous pressure to meet deadlines. You have to love it or leave it. Once you’re in it, it takes high energy, the ability to work under pressure, think on your feet, be flexible, and have a love for serving your customer.
I think that one word best describes why we stick to this: passion. It’s a delight to hear our clients say, “I never thought you guys could do this!” It’s a constant learning experience. It’s takes determination to constantly find a way to get it done. It takes a driven, passionate personality to stick with this industry, and everything that can happen to you.
I’m amazed at what my team can accomplish when we called on friends for assistance when we are in a tight spot. That goes both ways—to the satisfaction we get from being able to return the favor.
So how do you describe what you do? “It’s like show business without all of the weirdo’s.” “It’s like building a 5000-square-foot home in four days…and taking it back down again three days later.” “What, you think they build these huge convention centers so they can have a boat show once a year?” OK…maybe we are from another planet…
See you on the show floor.
This story originally appeared in the Q2 2025 issue of Exhibit City News, p. 28. For original layout, visit https://issuu.com/exhibitcitynews/docs/exhibit_city_news_-_apr_may_jun_2025/28.
