It’s a frequent question for trade show people, like you and me. Vegas? Orlando? Chicago? This week it was San Antonio, TX to attend the trade show about trade shows... EXHIBITORLIVE.
Here’s how my trip started. My supportive wife dropped me off at
LAX, but the trip took longer than normal because the recent Los Angeles
fires had shut down the Pacific Coast Highway. It now takes longer to drive to the airport than it does to
fly from LA to San Antonio. Sorry, Sue. You’re the best Uber driver ever.
Henry B. Gonzalez Convention Center
After checking in to the hotel, I quickly headed over to the Henry B. Gonzalez Convention Center. I grabbed my badge and walked on to the chaotic show floor. We’ve all seen this before. It doesn’t look remotely possible that this cavernous and disheveled hall overflowing with crates and bodies will ever be ready for the show opening in two days. But it will. We’re show folk. It’s what we do.
EXHIBITORLIVE: Day 1 and 2
Day One. Once the doors opened, the foot traffic in the Classic Exhibits’ booth was busy. Not as busy as it used to be 4-5 years ago, but busier than I’d expected. The number of exhibitors at EXHIBITORLIVE continues to shrink. Exhibition companies that were regulars are no shows, even if they still walk the floor. As a result, EXHIBITORLIVE is now a 2-day, not a 3-day show that starts at midday, so fewer show hours. Everyone is trying to wring as many leads out of the diminished show hours and attendees as possible.
Wednesday morning… the second/last day of the show. I was too
busy on day one so the first thing I walked the show floor to check out
everyone else’s booth. There were some real beauties this year. Our
industry dresses up quite well.
I eventually found myself standing in front of The Exhibitor Advocate booth. Staffing the booth was Amanda Helgemoe. It was the first time we’d had a chance to chat in quite a while. For me that’s probably the most enjoyable part of attending EXHIBITORLIVE… getting to see/blab/hang with friends we only get to see once or twice a year.
After our chat, Amanda asked to take my picture with her swanky Polaroid camera. The Exhibitor Advocate team was snapping pix and asking folks to write in how many years they’d been in the biz on the bottom of the Polaroid. They then posted it on their backwall along with hundreds of other industry peeps.
45 Years?
TS2 2006
And that’s when I kinda froze. How long have I been in the biz? My
first real job out of college was working with CES, at the time the largest
trade show in the country. That was in 1980. Well, it’s now 2025. In my head I
started calculating… 1990, 2000, 2010, 2020, 2025… 45 years? 45
YEARS??! How is that even possible? I don’t feel like I’m that old.
Have I become… one of them?
Them… you know who I mean. No matter
how old you are or how many years you’ve been in the business, you can recall
walking your first EXHIBITORLIVE or TS2 or Exhibit
Builder… and seeing them
sprinkled around the show floor. The industry vets. The iconic pillars on whose
backs this creative, intimate, unique industry was built. The ones who’d
already walked miles and miles of aisles.
Jack Wayman(CES), Larry Crumlish and Rick Kent(The Exhibit Store), Joan Carol (The Joan Carol Group), Pat
Rodgers(Exhibigrafix), Bruce Deckel(Deckel and Moneypenny), Trudy
Graham(TG and Associates), Gordon Savoie(Skyline), Brenda Keiner(Grondorff, Field and Black), Irving Sacks(Sacks Exhibits). These were my
industry icons. I’m sure you have your own.
Susan Mintz, Judy Watson, Ted Zeigler, and Harold Mintz
Significant Changes Over the Years
I’ve witnessed significant changes in our industry over the past 45 years.
I watched in awe as the first Gerber machines started cutting a roll of bright red vinyl eventually replacing the steady-handed sign painters and silk screeners.
I saw portable exhibits go from folding panel systems to pop-ups to modular systems.
I sold 10’ pop-up displays back in the day when you could ask $8000 for one and get it!
And probably my favorite observation, I’ve watched dozens and dozens of young people that I’d hired and/or trained over the years still running around the show floor and still working in this nutty biz. THIS provides me with immense pleasure. To have helped open the door to so many is immeasurably gratifying.
Over time, everything changes. Show hours, the hottest trends,
technology and the faces of our industry. All different today than they were
yesterday. But one thing stays the same… that’s the feeling you get when you
step foot onto the show floor.
For those icons who paved the way for me, the ones who spent extra time teaching me the ropes, the ones who always made me feel part of a special club, the word thanks doesn’t nearly come close enough to express my gratitude. Whether this was your first EXHIBITORLIVEor your 36th I hope you continue to find that same joy that you did on your Day One.
Classic Exhibits Inc.
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.
At EXHIBITORLIVEin San Antonio, Classic Exhibits will be in Booth #339, a 20 x 20 island.
Coincidence or Conspiracy?
You’re thinking, “Booth #339? Hmmm… Why do I know that
number?”
Harold Mintz, Conspiracy Theorist
Number 339 just happens to be the most highly researched and
studied number in our Arabic Numbering System. What you may not know is that
Classic Exhibits and “339” have a long and somewhat mysterious relationship.
Some think it’s a coincidence. Perhaps even a conspiracy!!
You be the judge…
1). It takes exactly 339 steps to walk to Classic’s Booth #339 from the Henry B. Gonzolez convention hall main entrance. Coincidence or Conspiracy?
2). Last year Classic Exhibits rented 339 booths that were 10×20 or larger. And in 2024, Classic Distributors earned exactly $33,900 in Rental Rebates. Coincidence or Conspiracy?
3). When the show opens in San Antonio next month, Classic Exhibits will be celebrating 33 years and 9 months in business. Coincidence or Conspiracy?
4). Section 33, Paragraph 9 of The Exhibitor Handbook clearly states, “…Creativity, Trustworthiness and Experience are the CLASSIC ingredients to offering Clients a superior booth and show experience.” Coincidence or Conspiracy?
5). Last year, Classic Exhibits created 3 displays that were 39 ft. tall for the Guinness Book of World Records. Coincidence or Conspiracy?
6). There are 33 barbecue restaurants in San Antonio — 9 of them offer “Classic Pulled Pork.” Coincidence or Conspiracy?
7.) Since its inception in 1945 Baskin Robbins has created 339 flavors of ice cream. The most popular flavor ever… CLASSIC COOKIES AND CREAM. Coincidence or Conspiracy?
8.) 339 in Roman Numerals is CCCXXXIX – Classic Classic Classic Xhibits Xhibits Xhibits Incredible Xhibits. Coincidence or Conspiracy?
Visit Us at EXHIBITORLIVE
We urge you to visit us at booth #339 in San Antonio. Where you’ll learn the many reasons why Classic is the exhibit industry’s leading private-label designer and builder.
BTW… Take a guess how many reasons there are? Go ahead. Guess!
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.
Most
kids are intrigued by fire. Admonitions from my mom like, “Don’t get too close!” only made me want
to get closer.
As a kid, I’d be enthralled watching dad masterfully stack logs into the fireplace. “Always make sure the flue is open,” he’d say. I had absolutely no idea what a flue was, but I assumed it had something to do with birds flying down our chimney.
He’d take a long matchstick and light the 3 or 4 crinkled up newspaper balls spread underneath the logs, and we’d watch as the fireplace would become aglow with flames.
Those pretty, bright orange flames. The warmth that emanated from the hearth. Stunningly beautiful. And if we were good boys that day Mom would take out a bag of marshmallows so we could each make our own burnt sugar noogies. Mmmmm… Can I please be 7 years old again?
Today,
the word fire
does not give me that same warm and fuzzy feeling. When I hear someone say fire
in Southern California my heart skips a beat. Where is it? How close? Do we still have electricity? Where’s our go
bag?
The windswept fires that have consumed Los Angeles over the course of the past 10 days have been devastating. The images you see on TV look like Hollywood special effects. But they’re not. The flames have destroyed some of my favorite restaurants sitting right on the PCH. Homes and businesses of friends and neighbors. Gone. Schools, churches, coffee shops, grocery stores… gone. They are ashes and rubble. All that remains are chimney stacks.
But enough of that. Let’s try to flip this around and find the positives…
Worldwide Effort
Since power, gas, water, and internet were all shut off over a week ago, the only way to access critical fire and evacuation information via the internet was by driving over the Santa Monica Mountains into the San Fernando Valley. As Susan and I evacuated Malibu last week, we watched a miles-long caravan of firetrucks, fire engines, ambulances and other First Responders heading into the town that we were fleeing. And it wasn’t just local fire stations. Susan said she saw fire companies from San Francisco and other NorCal cities.
Over the past few days, we’ve even seen trucks from Oregon, Texas, Colorado, Washington, New Mexico, Arizona, Nevada and Utah. We learned that Canada, Mexico, South Africa and even UKRAINE have all sent fire fighters to Los Angeles to help battle the flames spreading across the city. It might be a California fire, but it is being fought by the entire world. THANK YOU for allowing your state’s first responders to travel west to assist in our fight.
The Stud Next Door
We
live in a cul-de-sac. The ridiculously heavy winds (up to 100 mph gusts) that created this fire storm blew away both
of my next-door neighbors’ carports. Why ours is still standing is beyond me. These
gusts of wind are the reason they cut our utilities last week. It is virtually
impossible to get evacuation and fire updates if you don’t have any “ears.”
Sitting at one of my favorite coffee shops in the Valley, I was reading my neighborhood news updates when I noticed a post from Chris, my next-door neighbor. Chris is an IT techie. He posted a note to the entire community stating that anyone could drive up and log on to his temporary Wi-Fi oasis in our cul-de-sac. He gave the network name and the password to use. The next day when Sue and I drove back into Malibu to ensure our home was still standing, we saw our cul-de-sac stuffed with cars, golf carts and dog walkers all getting/sending messages and emails to loved ones across the country. Chris is a stud.
Neighbors… Assemble!
Local news stations have captured plenty of stories about neighbors banding together to try and hold back the hungry flames. “My home was already gone, but my neighbor’s home was still in danger. I had to help.” Armed with garden hoses and buckets to scoop pool water some of these mini fire brigades managed to stave off disaster. Uplifting moments in a sea of devastation.
Hello Helle Snelligan!
Holy crap! THANK YOU to everyone who has reached out (and continues to reach out) to make sure that Susan and I are okay. You’ve offered homes, clothes, food, generators… and I even heard from Helle Snelligan, my elementary school friend who lives in France. I hadn’t seen or spoken with Helle in 50 years! I’ve heard from so many people that I’ve met over the years, both personal and business. And I’ve heard from many of YOU. Your heartfelt offers of assistance and love continue to pour in from just about everyone I’ve ever met.
It’s Good to Be Harold
To
my friends at Classic… You’ve stood by me over the past five years as my life
was in chaos with serious health issues, loss of family, COVID and now the LA
fires. Your support is a reminder of something that every Classic employee
knows and feels daily… Classic is not a business. It is a family.
Back
to where we started… Once the marshmallows were eaten and the flames from our
family’s indoor campfire had died out it was my responsibility to clean out the
ashes in the fireplace. I’d sweep them into a paper bag and toss them in the
trash can. Easy Peasy. The clean-up after this fire won’t be as simple. But we
will clean up.
Thanx for all your support. All of you. It’s good to be Harold.
Please help people affected by the 2025 California Wildfires by visiting redcross.org, calling 1-800-RED CROSS (800-733-2767) or texting the word CAWILDFIRES to 90999 to make a donation.
Whether it’s football, checkers, business, or anything that involves a winner and a loser, competitors are always looking for an “edge” that puts them over the top. While I am certainly not suggesting cheating. I am suggesting we follow Jack Nicklaus’ advice, “The harder I work, the luckier I get.”
Whether you’re an introvert, an extrovert, or somewhere in the middle-vert, most people enjoy spending time with colleagues and meeting new people under the right circumstances. For example, hosting an open house for your customers and/or prospects is a great way to entertain and educate – the perfect one-two punch. While holding an open house is not a new marketing concept, if done well, it can attract new clients and reward existing ones.
Having worked as a manufacturer’s rep in our industry for a hundred years, I’ve participated in plenty of business open houses and am delighted to share some of those greatest hits with you.
Do open houses work? Absolutely, if done right. But, you can’t whip them together in a day. Successful open houses succeed because of proper planning and exemplary execution. In other words, “If you fail to plan, then plan to fail.” You don’t need all the tactics I am suggesting below, but let’s explore some business open house ideas together and the risk/reward.
Business Open House Ideas and Important Tips
Choose Your Date Carefully.
I was recently chatting with an east coast customer about their upcoming event. They promoted their open house to customers and prospects via emailand direct mail. They followed up with phone calls. They did everything right. And judging by the early RSVPs they had received they were on track to exceed their lofty expectations with almost 20 new prospects likely to attend. Everything was set… and then came the big swing and whiff.
The open house was scheduled just days before the July 4th holiday and attendance took a last-minute hit and fell off considerably.
Fortunately, they had one lead that came in needing 25 banner stands while another needed a new 10×20. Best of all, one lead came in with a need for a new booth with a six-figure budget.
All in all, it was a successful event, but it could have been much more successful had a different date been chosen.
Have a Gimmick or a Schtick.
I was at a recent Open House where they hired the local baseball team mascot to appear and entertain the attendees. It was a nice twist that brought a few extra bodies in. Nothing life-changing, but very memorable. I’ve seen Elvis impersonators, magicians, henna tattoo artists, local celebrity chefs, you name it! One of the more successful events was held in mid-winter “up north” with a “Let’s Go to the Islands” theme. They had speakers every hour talking about the pluses and minuses of island over inline displays… They even had a musician playing Jimmy Buffett songs on an acoustic guitar in between sessions. Everyone was engaged, entertained, and informed.
At another Open House, the timing was right for an Oscar theme. So we rolled out the red carpet (literally) and had show tunes playing throughout. They had “paparazzi” taking pictures and team members asking Attendees for their autographs. Everyone was encouraged to dress to the nines. While there were no speakers there was enough going on to keep people focused, entertained, and engaged.
If You Feed Them, They Will Come.
It’s that simple. If you’re holding an all-day Open House, you might want to consider offering pastries and mimosas in the morning and hors d’oeuvres with beer and wine in the afternoon. You don’t need a sit-down meal, but people love leaving their office for a few hours to enjoy a day of education and nosh. Peanuts and chips may be OK for your football buddies, but not for your customers.
Have a Speaker with a Compelling Topic.
Whether it’s the owner, the creative director, a manufacturer’s rep, or a social media expert, choose somebody with a story. Content is key. The attendees are looking for solutions that will make their business or trade shows better. You might even consider featuring several top customers who talk about their experiences with trade show marketing. Nothing speaks louder than customers sharing positive experiences.
Be Consistent.
Hold your Open House at the same time(s) each year. For example, November/December as a holiday-themed appreciation gathering and ask your Creative Director to review the year’s design trends or an industry association speaker to come in to share the past year’s headlines.
Or maybe you offer quarterly lunch n’ learns. Pick a direction and run with it. If done right Customers will look forward to attending your events to learn a few new marketing tips, get out of the office for a few hours and enjoy a tasty little nosh-a-thon.
By providing these appreciation/education sessions your Team will be seen less as a sales organization and more as marketing experts. You’re not hard selling your clients and prospects during these Open Houses. No need. You are educating them.
With all the changes because of COVID, it’s quite likely that the person who handled the company’s trade show marketing is no longer there. That responsibility has now fallen to either the top of the company’s food chain (who doesn’t have the time or experience to do it properly) or to the new marketing intern (who doesn’t have a clue about… anything). By default,YOU become their in-house trade show expert.
Ask Your Vendors to Participate.
As suppliers, we look at Open Houses as opportunities to spend time with you and a chance to learn more about your market and Customer needs. We also get to see other vendors and share experiences and insights. At the Open Houses I’ve participated in, I typically see Taylor, Brumark, DS&L, and various freight/labor companies participating. We can bring in new products and review services, which always makes for an educational and entertaining event.
Partner Vendors should be more than happy to serve as guest speakers sharing industry trends and new products/services being offered.
You might want to ask your Partner Vendors to consider sponsoring the Blood Mary Bar or a Coffee Barista. Never hurts to ask.
Provide Swag Bags.
As customers or prospects leave your Open House you might present them with a goodie bag. While we’re not endorsing fancy-schmancy swag bags like they provide to the stars on Oscar Night (this year’s Oscars goodie bag was an extravaganza worth a whopping US $140,000, containing 52 items, experiences, and treatments),a little thank you bag can go a long way.
Invite the Local Press and Government Officials.
If you invite your local newspaper or tv station, it shouldn’t be hard to get your mayor or other local politicians to attend as well and ask them to consider making a short welcoming speech.
The Final Two Tips.
First, if your team is wearing matching corporate apparel and name badges, it will be much easier for your guests to identify their hosts. Second, consider hourly raffles to keep everyone engaged. It doesn’t have to be extravagant. A gift certificate to a local restaurant. A free car wash. Free shipping on a banner stand. Or complimentary design time with your graphic designer.
Business Open House Gift Ideas
Branded Thermal Cup or Water Bottle
Trade Show Emergency Bag (Sharpies, Velcro, X-acto knife, Tylenol, Starbucks gift card, etc.)
Top 10 Trade Show Tips (wallet-sized laminated card)
Branded Power Bank (for charging phones, etc…)
Branded Tape Measure
Upscale Badge Lanyard
Key Tag with “ReturnMe” Lost & Found Service
One-Size Fits All Comfort Shoe Insoles
Business Open House Event Ideas to Avoid
Avoid Slow/Tedious Event Check-In. Have a dedicated team on hand to quickly get attendees badged and into the event.
Skipping the Post-Event Follow-Up. The event isn’t over just because everyone’s gone home. Solicit feedback and post photos on social media.
Not Offering Food and Drinks. They’re guests in your business home. Nothing turns attendees off more than an event without refreshments.
Not Having Enough Staff on Hand. The last thing you want to have is an attendee looking for someone to answer questions and finding nobody is available.
Forgetting to Check Competing Events. Always, always, always check your calendar for conflicting events and holidays.
Low Cost or Small Business Open House Checklist
Assign a Team member to continually clean during the open house.
Have a host at the front door to greet attendees as they come in.
Make sure there is enough parking.
Provide accurate directions.
Consider music or live entertainment.
Provide name badges for all staff and attendees.
Have plenty of garbage cans available in food areas.
Set aside space for people to eat and chat.
Notify (and even invite) local business neighbors of your event.
Create a theme for the event and encourage participation.
Business Open House Marketing Ideas
Since the business disaster of COVID, the live events industry is back with a vengeance. However, some things have changed at many of the open houses I have planned or attended.
In general, everyone seems to be either understaffed or seriously understaffed. As a result, motivational speakers have been more in demand than in the past. Whether it be business or personal motivation, businesses are eager for inspirational messages to jumpstart their sales (and their employees).
When it comes to work-life balance, a talented speaker can remind everyone that working together lessens the overall stress in an organization. These speakers could be a local coach, someone who has achieved big things despite physical difficulties, or a local dignitary with a great story.
There will be plenty of time before and after to talk about products and services, but the takeaway should be, “I am stressed beyond belief, but I can still get things accomplished.” And they will be gathered with other people in the same circumstances.
One huge topic currently is AI and how it can be impactful (or detrimental) depending on how it is used. Most people in the 40+ age group may not be in-tune with the new technology. Consider inviting knowledgeable speakers on this subject.
Always remember this about open houses, the success cannot be totally measured for 12-18 months after the event. You want your contacts and customers to remember that you gave them a break from their office and left them with something they can use. It will serve the company well leaving them with that pleasant taste in their mouth.
Open House for Business FAQs
As you plan your Open House, consider the following Frequently Asked Questions for both your team and for your attendees. You may want to include some of these on your invitation or on the webpage(s) dedicated to the Open House.
General Information:
What is the purpose of this open house?
To introduce the business to the community
To showcase products or services
To generate leads and build relationships
To celebrate a grand opening, anniversary, or special occasion
When and where is the open house?
Date, Time, and Duration
Business Address
What can attendees expect at the open house?
Speaker
Product demonstrations
Refreshments
Giveaways
Special offers
Meet-and-greets with staff
Do the attendees need to RSVP?
[Yes/No] If yes, provide RSVP information (e.g., phone number, email address, online form).
Is there a cost to attend?
[Yes/No] If yes, specify the cost and any ticket information.
Is parking available?
[Yes/No] If yes, provide parking instructions or directions.
What’s the dress code”
Casual/Business or casual
Can the attendee bring guests?
[Yes/No] If yes, are there any restrictions or special accommodations?
Business Planning Questions:
How can I promote the open house?
What refreshments will be served?
Who will be staffing the open house?
What safety and security measures will be in place?
How will I collect customer information (if applicable)?
How will I follow up with attendees after the event?
On your FAQs for your guests, keep them concise and easy to understand, use professional language, and, finally, be prepared to answer any additional questions (and update your FAQs).
Partnering with Classic Exhibits for Business Open House Ideas
If you need help with Open House ideas, contact us or your local event agency. A good partner will transform your good idea into a magical event that will be remembered by your guests (and employees) for years.
If I, Harold Mintz, was your tutu wearing Fairy Godfather and handed you $1 million dollars, what would you do with it? This generous gift would come with one condition. You must spend 100% of it on your business. What would you splurge on?
Many of you have already gotten this question from me because I often ask it during my Distributor visits.
Below are your Top 10 answers (in reverse order). Do you recognize your response?
10. It’s a Schvitz-a-thon out there! Our shop is an oven for at least 4 months of the year. With the bay doors open and fans swirling you could still roast a chicken in the shop. We’d bring in some sort of air conditioning to make life more tolerable for our employees.
9. I’d bring back our showroom. We eliminated our showroom years ago so we could create additional set-up/staging areas. While necessary, we still miss the impact that our showroom had on everyone who saw/experienced it. It was our silent salesperson.
8. Our website is ancient. We’d upgrade it immediately. The first thing we’d do is engage with a professional developer to assist with revamping it. We know Prospects and Customers often go to our website, but we are underutilizing this blockbuster sales tool.
7. Add to our rental inventory. Our current rental inventory is ancient and sparse so we don’t offer rentals as much as we would like. We can’t do everything, but it would be nice to handle basic inlines and islands.
6. We’d boost our social media presence. We don’t post on social media as much as we should. We post large, cool jobs but forget about all the other tidbits that Clients and Prospects might appreciate. I’d hire a dedicated social media expert.
5. I’d invest in an LED tile inventory. Backlighting was/is hot. Just about everything going out the door these days has backlit graphics. LED is coming on strong. I’d acquire the tiles and the A/V experts necessary to travel with them.
4. Graphics. We’ve flirted with the idea of bringing in our own graphic production for years but never pulled the trigger. It requires a level of expertise and volume outside our current scope. That said… the influx of cash would allow us to dip our toes in the water or in-house graphic production.
3. I’d boost employees’ salaries across the board. Everyone took a hit during the COVID Pause. When their salaries were cut, their work ethic increased. They treated this company as if it were their own. We owe them.
2. More storage space. Our current storage space is full. We make good money on our active clients, and if we had more space, I could fill it with those types of clients. Cha-Ching!
And the #1 comment I hear when “giving away” $1 million…
1. We’d add more employees. I’d use a chunk of the money to find and hire a new batch of employees in all areas – PMs, Sales, Design and Production. Especially PMs.
What would you do with a $1,000,000 gift from me? Share in the comments.
—————————————————–
For 30 years, Classic Exhibits has been designing and building creative custom solutions for our Distributor Partners and their clients. As the largest private-label exhibit manufacturer in North America, 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.
