In September and October, Classic Exhibits and Classic Distributors are featuring two amazing Exhibit Specials:
(7) — Quick Ship Inline Displays at Bonus Prices
(16) — Portable Modular Counters at 10% Savings
For details, see the Exhibit Specials page in Exhibit Design Search.
For over 30 years, Classic Exhibits has been designing and building creative custom solutions for our Distributor Partners and their clients. As North America’s largest private-label exhibit manufacturer, we have the unmatched capability, capacity, and creativity to create 3D projects ranging from 10 x 10 inline displays to 60 x 80 double-deck islands.
Many trade show exhibitors ignore the branding of their tables, like custom tablecloths for trade shows. They default to the white or blue tablecloth supplied by the venue (or nothing at all). But a colorful, branded table throw with a logo can elevate their visibility, especially at smaller shows or events. Think of a full-color branded tablecloth as another display that complements your backwall graphic and ties in seamlessly with other custom trade show exhibit products.
Best of all, trade show tablecloths are affordable for any exhibitor. In this article, we’ll explore your tablecloth options (often called table throws) from basic printed runners to full-color dye-sublimated throws, even tablecloths that convert from 6 ft. to 8 ft. sizes.
Custom Tablecloths for Trade Shows: A Branding Essential
At many smaller trade shows, the organizers will include a 6 ft. or 8 ft. banquet table in the price of the booth space. Not every exhibitor needs a table, but for those who do, a table is an essential tool to display their products and/or promote their services.
Branded tablecloths or table throws instantly create a professional, cohesive, and recognizable brand presence. In a crowded event, they act as a vital marketing tool helping you attract attendees.
Enhancing Brand Visibility and Recognition
A branded table throw is a silent salesperson for your business. It displays your logo, brand colors, and key messaging. In addition, it instantly communicates your brand identity to attendees from a distance, making it easier for them to spot your booth in a crowded exhibition hall. The use of consistent branding across all your materials—from your table throw to your banners and business cards demonstrates professionalism and assists attendees remember your company long after they leave the event.
Creating a Professional Impression
A custom, branded tablecloth adds a layer of polish and credibility, showing potential clients and partners that your business is serious and pays attention to detail. This polished appearance builds trust and encourages trade show attendees to approach your booth with confidence, signaling that you are a reputable company worth engaging with.
Functionality and Organization
Beyond branding, tablecloths serve a practical purpose. They cover the table entirely, concealing any storage, boxes, or personal items you might have underneath. This keeps your booth looking clean, organized, and inviting. Many tablecloths also come with an open-back design, which allows for easy access to stored materials while maintaining a tidy, front-facing appearance.
Types and Quality of Trade Show Tablecloths
If you’ve never shopped for tablecloths for trade shows, you might assume the colors, styles, and prices are fairly standard and the selection limited. Not so. Tablecloths are much like banner stands in that the range and prices are all over the place.
An easy way to think of table throw prices and quality is to compare it to “fast fashion” vs “contemporary/bridge” fashion. Whereas fast fashion is mass-produced and inexpensive using lower quality materials and printing, contemporary fashion offers better quality materials, design, and selection. Sometimes exhibitors need a low cost option. Other exhibitors however may want a tablecloth that will last for an entire trade show season.
Choosing the right trade show tablecloth will depend on your budget and your marketing objectives. But it’s important to remember that your choice will impact your brand’s presence and overall success at the show.
Standard/Draped Table Throws: This common option drapes loosely over the table, providing a classic look. They are ideal if you’re not sure about the exact table size you’ll be using, as they can be adjusted to fit different dimensions. They also excel at hiding items stored underneath the table.
Fitted Table Throws: Tailored to fit a specific table size, these covers have a clean, boxy, and structured look. They offer a professional and polished appearance.
Stretch-Fit Table Throws: Made from stretchy materials like polyester and spandex, these covers hug the table and legs, creating a sleek, modern, and wrinkle-free look. They are great for high-traffic areas as they won’t be easily pulled or snagged, and they are perfect for a minimalist aesthetic.
Table Runners: A more budget-friendly and versatile option, a table runner is a long, narrow piece of fabric that lays across the center of a bare or solid-colored tablecloth. They are perfect for highlighting your logo or a specific product without covering the entire table.
Convertible Table Throws: These tablecloths convert from a 6 ft. to 8 ft. size using hook-and-loop Velcro tabs sewn into both ends. They’re ideal if the table sizes vary from show to show. And like the previous options, they can be printed using dye-sublimation for a rich vibrant print.
The fabric affects the look, feel, and longevity of your tablecloth. So choosing the right material is important.
Polyester: This is the most popular choice for trade show throws. It is durable, wrinkle-resistant, and machine-washable, making it ideal for repeated use and easy transport.
Spandex/Stretch Fabric: Used for stretch-fit covers, this material is excellent for a smooth, wrinkle-free appearance.
Flame-Retardant Fabric: Many trade show venues require display materials to be flame-retardant. It is a good idea to confirm with the event organizers and choose a throw with this certification to ensure compliance and safety.
Printed Tablecloths for Trade Shows vs Plain Throws: Why Design Matters
While it’s possible to order a plain tablecloth in a specific color, why would you? Unless the table throws are meant to be a color backdrop for an event. Instead, create a design that reflects your branding and strategy for the show. Consider the following when designing a tablecloth.
1. Keep It Simple and Focused
Trade shows are visually cluttered environments. To stand out, your design should be clean and easy to understand at a glance.
Prioritize Your Logo: Make your logo the focal point. It should be large enough to be easily legible from at least 10 feet away. The standard and most effective placement is centered on the front panel of the throw.
Limit Text: Avoid putting too much text on the table throw. Stick to your company name, a concise tagline, and perhaps your website or a QR code. Detailed information should be reserved for brochures or other handouts.
Avoid Visual Clutter: Don’t crowd the design with too many images, graphics, or busy patterns. A simple, professional design is more memorable and less overwhelming.
2. Leverage Your Brand’s Visual Identity
Your table throw should be a seamless extension of your brand.
Use Brand Colors: Incorporate your official brand colors to create a consistent and recognizable look. High-contrast colors are best for visibility, ensuring your logo pops against the background.
Maintain Font Consistency: Use the same fonts on your table throw that you use on your website, banners, and other marketing materials. This reinforces your brand’s visual identity.
Provide High-res Files: To ensure a crisp, professional print, always provide your vendor with high-resolution vector artwork files (such as .AI, .EPS, or editable .PDF). Vector files can be scaled to any size without losing quality, which is crucial for large-format printing.
3. Consider the Printing Method
The printing method you choose will impact the final look and feel of your table throw.
Dye Sublimation: This is the preferred method for high-quality, full-color designs. The process infuses the ink directly into the fabric, creating a vibrant, durable, and fade-resistant graphic that won’t crack or peel. It allows for complex, all-over prints.
Screen Printing: A more cost-effective option, particularly for simple designs with one or two solid colors. The ink sits on top of the fabric.
By following these design principles, you can create a branded table throw that not only looks professional but also serves as a powerful and effective marketing tool.
5 Real-World Examples of Tablecloths for Trade Shows
Contour Tablecloths – 6 ft. Fitted tension-fabric table throw for a 6 ft. banquet table. Seamless construction. Front logo only.
Contour Tablecloths – 8 ft. Fitted 8 ft. version with a range of colors and standard dye-sublimated front logo. Fire-resistant.
V-Runner Small and Large. Single-sided runner – 24” and 30” – for unbranded table throws. 100% recycled fabric. Machine washable.
V-Runner Full Dye-Sub – 6 ft. Full dye-sublimated printing on one side. Made of rCELTIC 100% recycled fabric. Indoor use.
Other Ways to Make Your Trade Show Table Setup Pop
You have your branded tabletop. Now it’s time to use it to create an effective presentation to attendees. Think of your trade show table setup as both a flat and vertical surface. Some exhibitors go for a minimalist approach with printed literature, giveaways, and perhaps demo products. Others use tiered displays and risers to expand the surface area not only for the previously mentioned items but for tabletop signs, tablet stands, lighting elements, and bins.
In some cases, organized clutter can be effective. For example, a company that sells stuffed animals in various sizes. The more the merrier as the strategic chaos attracts attention, especially children.
Lightweight, affordable, and creative LED lights are game changers for both large and smaller exhibitors. LED rope lights draped on or in front of a table attract attention. These can be programmed for specific colors and sequences. Many are battery operated, eliminating the need for an electrical outlet. There are now LED spotlights, accent lights, and even fun, playful lights which have no other purpose except to be eye-catching.
Finally, remember the purpose of your table is to engage attendees and facilitate conversations. Leave space to demonstrate your product or to write a note. Having a plan means knowing what should be on the table, what can be hidden under the table, and how to utilize the space as both a visual display and a practical sales tool.
Custom Tablecloths That Fit Your Exhibit Strategy
Most table throws, even full color 8 ft. throws, cost less than $500. Frankly, that’s a bargain price as a marketing tool at any trade show, event, or conference. Don’t be afraid to be bold with your design. Or to have a custom table throw printed for a specific audience, like the RV Show vs. the Outdoor Adventure Show or the Christmas Gift Show vs. the Financial Planners meeting.
For over 30 years, Classic Exhibits has been designing and building creative custom solutions for our Distributor Partners and their clients. As North America’s largest private-label exhibit manufacturer, we have the unmatched capability, capacity, and creativity to create 3D projects ranging from 10 x 10 inline displays to 60 x 80 double-deck islands. Find success on the trade show floor with an exhibit that reflects your marketing message. For more information, see www.classicexhibits.com and explore Exhibit Design Search or request a meeting with a Classic Distributor Partner.
Most marketing professionals are juggling online and offline campaigns, developing internal resources, managing the website(s) and social media presence, and a host of other responsibilities. And then there’s the trade show program. It’s often overwhelming, but it doesn’t have to be. One option is a turnkey booth.
Most exhibit houses offer complete turnkey services, where they manage not only storage and shipments but many facets of the trade show services. Turnkey services, when put in the hands of exhibit professionals, can pay for itself through lower freight costs, early bird specials, and by preventing ‘surprises’ on the show floor. And these can apply whether it’s a turnkey booth purchase or a turnkey booth rentals.
Benefits of a Turnkey Booth for Trade Show Ease
Opting for a turnkey trade show booth can significantly simplify the entire process and enhance your return on investment. Here are some of the key advantages:
Simplified Budgeting: Instead of facing numerous, often hidden, costs for design, construction, shipping, and labor, a turnkey solution provides a single, upfront cost. This makes it much easier to budget and manage your expenses. You avoid costs related to storage, maintenance, and refurbishment, as the provider handles all of that.
Less Stress: The biggest benefit is the elimination of logistical headaches. A turnkey provider manages everything from design and fabrication to installation and dismantling. This frees up your team to focus on what truly matters: preparing to engage with attendees, perfect your sales pitch, and network with potential clients.
Professional Design: Turnkey exhibits are designed and built by professionals who specialize in creating visually appealing and functional spaces. This ensures your booth has a high-quality, professional look that accurately reflects your brand identity and stands out on the busy trade show floor.
Flexibility and Customization: While the term “turnkey” implies a ready-made solution, many providers offer a high degree of customization. You can choose from various layouts, add your own branding and graphics, and incorporate different elements like digital displays or interactive features to create a unique experience tailored to your specific goals and target audience.
Scalability: For businesses that attend multiple shows of different sizes throughout the year, a turnkey rental is an excellent solution. You can easily adjust the size and configuration of your booth to fit different venue requirements without the high cost of owning multiple exhibits.
Expert Support: A dedicated project manager or team will oversee every detail of your exhibit. They are familiar with the specific rules and regulations of different venues and can handle any challenges that arise, from coordinating with show services to ensuring your booth meets all specifications. This expert guidance is invaluable, especially for first-time exhibitors.
Many turnkey exhibits are part of a rental program, which promotes the reuse of materials. This can be a more sustainable option than building a custom exhibit from scratch for every show. For a comprehensive review of turnkey exhibit management, see Exhibit Management and Turnkey Services.
What is a Turnkey Booth?
Do you have a mental image of a turnkey booth? Hopefully, you’re not picturing one of the “easy” or “no hassle” booths shown in the typical showbook. Those are meant to be easy (and highly profitable) for the General Show Contractor. A turnkey booth can be anything. It can be a $20,000 modular inline, a $250,000 custom island, or a rental inline or island exhibit. Before we dive into “what is a turnkey booth,” let’s review what turnkey means as a comprehensive service.
A turnkey exhibit provider handles all the intricate details of a trade show exhibit from start to finish, allowing the exhibitor to focus on their core purpose: engaging with attendees and showcasing their brand.
Turnkey Services typically include:
Design and Fabrication: The provider works with the company to design a custom or pre-existing booth layout that fits their brand and objectives. They then handle the construction and fabrication of the exhibit.
Logistics and Shipping: They manage the complex process of transporting the exhibit to the trade show venue.
Installation and Dismantling (I&D): A professional team sets up the entire booth on-site before the show begins and then efficiently breaks it down once the event is over.
Show Service Coordination: The provider coordinates with the show’s organizers for necessary services like electrical hookups, internet, and material handling (the process of moving materials on the show floor).
Included Furnishings: Turnkey solutions often include furniture, flooring, lighting, and audio/visual equipment.
Project Management: A dedicated team oversees the entire process, ensuring deadlines are met and the project stays on budget.
By opting for a turnkey solution, businesses can avoid the logistical nightmares and significant time investment associated with planning, coordinating, and managing a trade show presence on their own. It provides a hassle-free, professional, and often more cost-effective way to exhibit.
Turnkey Trade Show Booth Options: An Overview
Let’s start by defining the term “turnkey.” The term “turnkey” refers to something that is ready for immediate use, with all necessary components and services already in place. The idea is that you simply “turn the key” to get it started, without any further effort or preparation.
Our turnkey trade show booth options almost always start with an existing rendering or kit. These are preexisting designs which have been previously detailed, built, and assigned an msrp. Classic has over 1500 “turnkey” designs in Exhibit Design Search, ranging from table tops to 30 x 50 islands and counters to charging station solutions.
However, with the exception of Rapid Rentals and Quick Ships kits, these are not pre-built displays sitting on a shelf waiting for an order. Nearly every order is modified, customized and personalized to each exhibitor’s specifications. Sometimes they are simple modifications, like replacing a modular counter with a custom counter. Other times, the original booth design is a starting point for extensive changes.
In other words, a turnkey trade show booth doesn’t have to be a compromise or a take it or leave it choice when you choose a Classic Exhibits display. It’s the best of both worlds, meaning you have an extensive library of exhibit designs, all of which can be customized to your preferences.
For example, Exhibit Design Search includes galleries like:
Contemporary Purchase, Rental, and Sustainable Islands
Modern Purchase, Rental, and Sustainable Inlines
LED Lightbox Booths
Portable and Portable Modular Inlines
Custom, Modular, and Portable Counters
Charging Tables and Counters
Monitor Stands
Overhead Signs
Plus, 12 additional trade show booth galleries
Taken from a wider perspective, “turnkey” means a complete service where a provider handles every aspect of the booth, from design and construction to shipping, installation, and dismantling. This allows the exhibitor to focus on their primary goal of engaging with attendees, rather than the logistics of the event.
10×10 Turnkey Trade Show Booths
Because a 10 x 10 turnkey trade show booth can be anything, let’s explore three possibilities.
VK-1369 | Quick Ship Booth. This purchase portable display includes a tension fabric graphic, monitor mount, and a backlit reception counter with locking storage. It ships in 8-10 business days.
VK-1356 | Lightbox Booth. Clean and inviting, the VK-1356 balances backlit graphics, casual seating, A/V options, and wireless charging. Plus, it can easily be reconfigured to a 10 x 20 inline.
VK-1105 | Hybrid Booth. Available in either a 10 ft. or 20 ft. inline, the VK-1105 has (6) product shelves, large format graphics, a monitor mount, and locking storage.
10×20 Turnkey Trade Show Booths
These 10×20 turnkey trade show booth kits demonstrate the custom possibilities of creating an inline booth that elevates your trade show marketing.
VK-4054 | Gravitee Inline Booth. Every exhibitor wants a custom-looking exhibit that also reconfigures. The VK-4054 does that… and so much more! The Gravitee Modular structure easily reconfigures from a 20 ft. inline to a 30 ft. to a 10 x 10 display.
VK-4046 | Custom Lightbox. The reconfigurable VK-4046 combines practical product shelving, meeting space, and closet storage into an attractive exhibit designed to showcase products and promote conversation.
20×20 Island Turnkey Trade Show Booth Kit
Classic Exhibits has over 200 20×20 island turnkey trade show booths available for purchase and to rent. View them as “idea generators” which you can mix and match to create the ideal island booth for your marketing requirements.
VK-5187 | Island Booth. Canopies paired with backlit LED graphics are guaranteed to draw a crowd on the show floor. This island booth design features multiple backlit double-sided towers, custom counters, genius bars, and charging tables.
Turnkey Trade Show Booths Rental Solutions
A turnkey trade show booth rental should look and perform just like a purchase exhibit. Same features, design options, installation, and quality. With one of the largest exhibit rental programs in North America, Classic Exhibits has the depth, flexibility, and experience to handle most rental requests, ranging from a Rapid Rental 10 x 10 to a sales conference with 40 monitor stands and 30 counters.
RE-1064 | Gravitee Rental Booth. The RE-1064 has extensive product shelves, storage, and captivating backlit images. SEG fabric graphics are a breeze to install and allow for quick changes from show to show.
RE-2153 | Gravitee Modular Booth. The RE-2153 uses Gravitee Modular panels, tension fabric graphics, and custom counters to create an inviting space on the trade show floor. Plus, assembly is fast and easy with the no-tools assembly.
RE-9095 | Gravitee Rental Island Booth. This rental island combines a casual meeting space with a more formal semi-private meeting room. There are two functional workstations with large monitors.
FAQs About Turnkey Booths
What’s included in a turnkey service booth package?
Because each booth and every client is different, most exhibit houses offer a range of services and packages. The following article Exhibit Management and Turnkey Services is an excellent overview of the most common services.
How much does a turnkey booth cost?
Turnkey booth pricing is the same as the price for any purchase or rental exhibit at Classic Exhibits. Basic 10 ft. inlines are typically in the $3K to $6K range and larger islands run from $45K to $450K. We encourage you to explore your options in Exhibit Design Search. Use it as a starting point to identify booth designs, prices, and features.
Can turnkey booths be customized?
With the exception of the (7) Rapid Rentals and (7) Quick Ship booths, every turnkey booth can be customized. In fact, we encourage you to customize it. That way, your booth reflects your unique branding and facilitates your distinct trade show marketing goals.
Discover Turnkey Booth Solutions from Classic Exhibits
Your choice of a trade show booth shouldn’t be limited by the turnkey designs available from an exhibit builder or their willingness to customize an existing design. You’re not buying a lawn mower. You’re purchasing a marketing asset to increase sales. At Classic Exhibits, our turnkey booth selection is not only extensive but also fully customizable. As it should be. Contact us for more information.
Who We Are
For over 30 years, Classic Exhibits has been designing and building creative custom solutions for our Distributor Partners and their clients. As North America’s largest private-label exhibit manufacturer, we have the unmatched capability, capacity, and creativity to create 3D projects ranging from 10 x 10 inline displays to 60 x 80 double-deck islands. Find success on the trade show floor with an exhibit that reflects your marketing message. For more information, see www.classicexhibits.com and explore Exhibit Design Search or request a meeting with a Classic Distributor Partner.
What are the biggest and best convention centers in the United States? And does overall size and location matter when it comes to a convention center? Unless you’re a trade show nerd (like me), you’ve probably never wondered if the Las Vegas Convention Center is bigger than McCormick Place in Chicago. Or if the Orange County Convention Center is in FL or CA?
In this article, we’re going to do a deep dive into fun facts and important information about convention centers in the US. You’ll sharpen your exhibition trivia while storing valuable knowledge for the Jeopardy category “USA Convention Centers,” which is likely to be a Daily Double. Along the way, we’ll connect these venues to some of the biggest trade shows in North America, so you can see how scale and location shape the events that dominate the industry.
First, what is a Convention Center? A convention center, also known as a conference center or exhibition hall, is a large building(s) designed to host a variety of large-scale events. These events can include conventions, trade shows, conferences, exhibitions, and other large gatherings where groups of people come together to share common interests, promote businesses, or learn about specific topics.
The 5 Benefits of Convention Centers to Cities in the USA
While the direct financial performance of the center itself can sometimes be a challenge, the broader economic and social benefits it generates often far outweigh the operating costs.
#1. Tourism and Visitor Spending: Convention centers are primary drivers of business tourism. They attract thousands or even hundreds of thousands of out-of-town attendees who would not have otherwise visited the city. These delegates spend significant amounts of money on hotels, restaurants, transportation, retail, and entertainment.
#2. Job Creation: The presence of a convention center creates both direct and indirect jobs. Direct jobs include those related to the center’s operations, such as event managers, security, catering, and maintenance staff. Indirect jobs are created in the hospitality, retail, and transportation sectors to support the increased visitor traffic.
#3. Increased Tax Revenue: The spending by convention attendees generates significant tax revenue for the city and state through various sources, including sales tax, hotel occupancy tax, and property taxes from the surrounding businesses that benefit from the center.
#4. Catalyst for Development: A new or expanded convention center often acts as a catalyst for urban development. It encourages private investment in nearby hotels, restaurants, and entertainment venues to accommodate the influx of visitors. This can revitalize downtown areas and create a more attractive and walkable environment for both tourists and residents.
#5. Elevated City Profile: Hosting major conventions and trade shows raises a city’s profile on a national and international scale. It positions the city as a major business destination and a hub for specific industries, such as technology, medicine, or the arts. This enhanced reputation can attract new businesses and talent.
The 11 Biggest Convention Centers in the US for Trade Shows
Measuring the size of convention centers can be done in a few ways, but the most common metric is the total square footage of exhibit space. This is often more telling than the overall “campus” size, as it represents the usable area for trade shows and exhibitions.
Note the location of the 10 biggest convention centers. Some are obvious, like Las Vegas. Others, however, may seem surprising, like Louisville.
List-style breakdown of each venue, including:
Name & Location
Exhibit square footage
Notable events or industries hosted
Why it stands out for exhibitors
Based on exhibit space, here are the 10 largest convention centers in the USA:
Best Convention Centers in the US (Beyond Just Size)
While the largest convention centers get most of the attention, many other venues across the U.S. offer unique and compelling features that make them “fun” or interesting destinations. They often stand out for their architecture, location, or the specific types of events they host. Here are more of the best convention centers in the US.
Music City Center (Nashville, Tennessee): This center stands out for its unique architectural design that pays homage to the city’s musical heritage. The building’s exterior features curves and lines that mimic a guitar, and its interior incorporates musical themes throughout. It’s also known for its sustainability efforts, including a green roof that’s shaped like a guitar.
Colorado Convention Center (Denver, Colorado): Located in downtown Denver, the center is known for its stunning mountain views, and its modern, open design allows for plenty of natural light. It also has an adjacent theater complex, the Bellco Theatre, making it a versatile venue for a variety of events, including concerts and corporate meetings.
Miami Beach Convention Center (Miami Beach, Florida): This convention center is not just a venue; it’s a centerpiece of a major cultural and entertainment destination. It’s a short walk from famous beaches, world-class restaurants, and the vibrant South Beach nightlife.
Oregon Convention Center (Portland, Oregon): A landmark in the Pacific Northwest, this convention center is known for its twin glass spires that light up at night. It’s conveniently located on Portland’s light rail line, making it easy for attendees to explore the city’s famous food scene and quirky neighborhoods. The center is committed to sustainability and has a reputation for its local, organic, and farm-to-table food options.
Anaheim Convention Center (Anaheim, California): While not in the top 10 by size, its location makes it one of the most fun and family-friendly convention centers. Situated directly across from Disneyland and next to several major hotels, it’s a perfect spot for events that attract a younger or family-oriented demographic.
Seattle Convention Center (Seattle, Washington): The Seattle Convention Center is a unique venue that seamlessly blends with the city’s urban landscape. With the recent opening of its new Summit building, it’s become a major player in the convention world, praised for its innovative and sustainable design.
How to Choose the Right Convention Center for Your Brand
As a trade show exhibitor, you may have little input on the location of your major trade shows. Those are determined by your industry association and its members. Many trade shows have been at the same convention center for years, like the International Auto Show in Detroit. Smaller shows may be in multiple locations, like Comic-Con or auto shows, so you can decide which trade shows are a better fit for your business model.
Strategic Tips:
Location and Industry: Trade show organizers often claim the location doesn’t matter, which is why so many are held in Las Vegas, Chicago, or Orlando. But location does matter in certain industries. Farm shows for example. The larger shows are held in the Midwest, with smaller ones in regional agricultural centers. RV Shows are less location based with shows across the country. Medical show locations, like HIMSS Global Health, tend to be dictated by their members, who are more willing to travel to new locations each year.
Support Services and Regulations: Cost varies depending on the convention center. Sadly, there’s no one uniform set of rules across the country. For example, in Orlando, you can install your own lights, but in Chicago, you must hire electricians. The regulations for hanging signs vary significantly by location and the cost can be 3-4X higher. Consult with your exhibit house about the specific regulations for your show.
Budget: No one has an unlimited budget for trade show marketing. Choices have to be made about which trade shows to attend. Your decision shouldn’t be about which show costs more or costs less. It should be based on your planned or historical Return on Investment. While a show in Boston may be significantly more expensive, if your sales opportunities are 3-4X compared to a show in Indianapolis, then it might be worth the added cost.
Timing and Opportunities: The ebbs and flows of every business depend on a myriad of factors. Some shows may not match your sales cycle. If you’re in the toy business, the annual Toy Fair in February is ideal. ConEXPO-CON/AGG, a construction trade show held every three years in Las Vegas, depends less on the date than the general health of the economy. If your business is experiencing a financial downturn that year, it doesn’t matter if the show is held in March or in September.
Competition: Sometimes it pays to be seen, especially at a major trade show in the larger convention centers. Trade shows are one of the few instances where competitors stand toe-to-toe in one location. Larger locations like the Las Vegas Convention Center are specifically designed to be a petri dish of capitalism, where companies can showcase their latest products and services and gain insights on their competitors.
Tips for Exhibiting at Top Convention Centers
Exhibiting at large convention centers in the US requires a strategic and well-planned approach to stand out and achieve your goals. These massive venues, like McCormick Place in Chicago or the Las Vegas Convention Center, present unique challenges and opportunities. Start by meeting with your exhibit house partner and approach each trade show like it’s your most important marketing event of the year.
1. Plan Plan Plan
Start Early: Begin your planning 6 to 12 months in advance for major shows. This is crucial for securing a prime booth location and avoiding rush fees.
Set Goals and Objectives: Before you do anything else, define what you want to achieve. Are you focused on lead generation, brand awareness, or launching a new product? Your goals will inform every decision, from your booth design to your staff’s talking points.
Create and Track Your Budget: Costs can spiral out of control. Create a comprehensive budget that accounts for booth space, exhibit design, shipping, labor, travel, accommodations, and marketing.
2. Strategic Booth Selection and Design
Location: Aim for high-traffic areas. This includes corner booths, spaces at the end of aisles, or locations near main thoroughfares, restrooms, food courts, or key conference rooms. Avoid spots with obstructions like pillars.
Motion, Lights, and Colors: Use bold visuals, oversized signage, and vibrant colors to make your booth visible from a distance. Keep your messaging concise and easy to understand.
Use Your Space Strategically: Avoid barriers like tables blocking the entrance. Incorporate interactive elements, such as product demos, digital displays, games, or charging stations, to draw attendees in. Provide seating areas for more in-depth conversations.
3. Master the Logistics
Shipping and Material Handling: Understand the specific rules and deadlines for shipping your materials. Many venues have official contractors for drayage (the movement of materials on the show floor). Using them can simplify the process, even if it comes at a higher cost.
Label everything: Label every box, crate, and container with your company name, the event name, and your booth number. Include an inventory list inside each box.
Understand the On Site Services: Familiarize yourself with the process for ordering electricity, internet access, and other services. Bring a “trade show survival kit” with essential items like power strips, zip ties, and a basic toolkit.
Ship to the Advanced Warehouse: Many venues offer the option to ship your materials to a local warehouse in advance. This can help you avoid on-site delays and fees.
4. Staffing and Engagement
Booth Staff Training: Don’t send rookies. Ensure your staff is knowledgeable about your products/services and understands the event’s goals. Conduct a practice run to rehearse talking points and lead-capture methods.
Capturing Sales Leads: Have a system in place for capturing leads, whether it’s badge scanning, a mobile app, or a simple notebook. Take detailed notes so you can personalize your follow-up.
5. Pre- and Post-Show Marketing
Pre-show Promotion: Use email campaigns and social media (with the event hashtag) to let your network know you’ll be there. Offer incentives like exclusive demos or giveaways to drive booth traffic.
Networking: Study the event schedule, floor plan, and list of exhibitors. Reach out to potential clients or partners beforehand to schedule meetings.
Post Show Marketing: The most critical part of the process is following up on your leads. Aim to send personalized emails to hot leads within 24-48 hours of the show’s end. This is a key factor in converting leads into sales.
Evaluate Your Data: After the show, debrief internally to review what worked and what didn’t. Track your ROI by comparing the cost of exhibiting against the value of the leads and sales generated.
Exhibiting at One of The Largest Convention Centers in the US? Let’s Talk!
Congratulations! You are now a trivia expert on the largest convention centers in the US. While that may win you a bar bet, it won’t ensure your next trade show is a success. It’s time to elevate your trade show marketing strategy and ROI to historic levels. Marketing professionals rely on exhibition experts to guide them through the nuances and landmines of trade shows. No show, no industry, and no convention center is the same. Smart exhibitors use that knowledge to their strategic advantage.
For over 30 years, Classic Exhibits has been designing and building creative custom solutions for our Distributor Partners and their clients. As North America’s largest private-label exhibit manufacturer, we have the unmatched capability, capacity, and creativity to create 3D projects ranging from 10 x 10 inline displays to 60 x 80 double-deck islands. Find success on the trade show floor with an exhibit that reflects your marketing message. For more information, see www.classicexhibits.com and explore Exhibit Design Search or request a meeting with a Classic Distributor Partner.
