Shooting from the Hip — 16.10 (EDPA Access)

Trade Show Blog

Shooting from the Hip (trade show tips)

Shooting from the Hip by Reid Sherwood

The Exhibit Designers and Producers Association (EDPA) held its annual meeting a few weeks ago – ACCESS 2010. The meetings are always held at a warm weather resort the week after Thanksgiving. It starts on Wednesday with a golf tournament or a fishing trip for the non-golfers (I always play golf since I can fish in ice in Michigan but can’t golf in it). Mel and I attended as the representatives of Classic Exhibits and ClassicMODUL.

The Marriott Sawgrass in Ponte Vedra Beach, FL was the resort this year. Yes it was chilly, but it was Sawgrass, so who cares. Our scramble group finished 2-under on the valley course. The team consisted of Ken Karns (Elevation Exhibits), Ray Montague (Avalon), Gina Porcaro (Optima Graphics), and me. I think Gina and Ken got tired of carrying us. Ray had a bit of a breakthrough moment on a 100 yard chip shot. He yanked it left by 25 yards and said, “I must just have to aim to the right. I have been pulling that shot left for 45 years.” We all had a good laugh. Well, not Ray, but the three of us and our caddy did.

Our caddy, Donald, was part golf coach, part psychiatrist, and part travel agent. He knew the distance from the edge of every rough to the center of the green on each hole. I was approaching the green on a short par 5, and Donald tells me I am about 75 away. I said, “Ah, a sand wedge. My favorite club.” So I take dead aim and proceed to scuff the ball about halfway to the green. Donald, who is clear across the fairway (up in some rough looking for Ray’s golf ball), hollers loud enough for the entire course to hear, “YARDS REID! YARDS!”

EDPA

As most of you know, unlike TS2 or EXHIBITOR, this event is specifically for builders, suppliers, and distributors of the trade show industry. There are no end-users. This makes the event more casual and generally more cooperative. There’s more time to chat with distributors, strategic partners, suppliers, and competitors.

I want to commend Jeff Provost and the staff of EDPA. For the first time since I have been involved (about 7 years), I felt like our involvement in the Supplier Showcase was appreciated. I had Jeff and several staff members thank us for participating in the Showcase. I don’t recall that happening in the past, and it was very refreshing. Traffic in the Supplier Showcase was solid on both days because the EDPA made sure to place the sugar, caffeine, and carbohydrates in the show hall. Very smart.

Sessions focused on design as well as other relevant topics. We know design sells. We were reminded of it again. Thanks to those who presented.

Congratulations to Optima (Dave Brown and Gina Porcaro) for taking 1st Place in the Golden Ham Awards, sponsored by Exhibit City News. To see a video of their skit, click here. No offense Gina, but it will never compare to the Golden Pharaoh commercial Dave and I did in Tucson. Although we took second because a Brit pronounced “ALUMINIUM” as only a Brit can, it was the best skit (and everyone knows it).

A special thanks to Dave Mihalik and Lara Davie from ELITeXPO for all their hard work on the silent auction. The pheasant hunt I won will be a blast.

In the end, it was a great few days. My thanks to all who made it possible.

Merry Christmas!

–Reid Sherwood
reid@classicmodul.com

Filter by Category

Filter by Year

Recent Posts

IMEX America Hosted Buyer Lounge (Condensed Version)

IMEX America 2025 brought together 17,633 participants, including more than 6,000 buyers from 75 countries, reinforcing the event’s position as a high-value marketplace for the global meetings industry. At the center of this ecosystem was the CORT Events’ Hosted Buyer Lounge, designed as a dedicated environment.

40 Weird Things You Do @ Trade Shows

Trade shows can be a strange world whether you are an exhibitor, attendee, or an industry insider. While many behaviors might seem normal to you as a member of the trade show community, others are downright bizarre to those who rarely set foot in a trade show hall.

Why Are Companies So Bad at Trade Show Marketing?

Some companiees will hint at it. Then there are the ones who are honest. They simply don’t understand trade show marketing. That’s not surprising. It’s rarely taught on the undergraduate or graduate level. At best, it’s mentioned in passing in a marketing textbook.

10 Things Zombies Can Teach Us About Tradeshow Marketing

Single-minded Focus. You may not appreciate their all-consuming desire to eat your flesh, but they are committed to the task. They let nothing get in their way, except an ax to the brain. Your next trade show will be wildly successful, if you make it a priority, not an afterthought.

10 Things To Ask When Renting Trade Show Furniture

Selecting trade show rental furniture is a critical step in your exhibit planning timeline and it should happen well before your move-in. Ideally, you’re confirming your exhibition rental furniture several weeks (if not months) in advance.

Exhibit Design Mistakes Most Companies Don’t Realize They’re Making

What one exhibitor views as an exhibit design mistake another may view as a brilliant strategy. For example, some companies contend that a hanging sign should only include the company’s name and logo. Others would insist that it include what the company does or the problem they solve. To be fair to both… It depends.

The Ultimate Guide to Trade Show Giveaways (2026 Edition)

When used wisely, trade show giveaways are an investment in your business. They serve as silent salespeople, promoting your company long after the trade show or sales event is over. If you are considering adding incentives to your marketing strategy, you are in luck.

How Modern Smartphones and Trade Shows are Similar

You probably don’t consider smartphones and trade shows as having much in common. After all, one is small enough to hold in your hand, and the other is a large attractive display in an exhibit hall. However, you might be surprised at how similar they really are.

How to Convert Trade Show Attendees to Customers

What are the best ways to turn trade show visitors into paying customers? Try the following tips to show off your business in the best light and attract great, loyal customers like bees to honey.

10 Reasons Why I Love Attending Trade Shows

Over the years, I’ve read 100s of articles about why trade shows are important, why exhibit marketing is effective, and why we MUST attend them. They make sense, in the same way that taking vitamins makes sense.

Trade Show Games: The 5 Elements of Success

Trade show games are a fun way to get more traffic into your trade show booth. They add an element of play, competition, and excitement that wakes up attendees dulled by trudging down countless trade show aisles. To make your trade show games a success, be sure to follow these 5 Elements of Success: