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.
Back when I was in high school, there were various cliques
and groups. Whether you were a Jock,
a Band Geek, a Nerd, a Freak or a Preppie, your group influenced where
you sat at lunch and who you hung out with on the weekends.
Last week’sShared Knowledge University held at Classic’s facility in Portland reminded me of those high school groups. In a positive way. See if you can spot your exhibit industry clique.
The Rookies
Bright-eyed, bushy-tailed and new to the industry. You are a sponge, trying to absorb every fact from every presentation. You hand your freshly minted business cards to everyone and collect as many as you can.
You spend your breaks introducing yourself to other Attendees (good for you!) and try not to sound like a four day rookie. SKU is your coming out party… and you’re killing it!
The Well-Seasoned Vets
You’ve been in the industry so long you can remember when 10’ pop-up displays commanded a price tag north of $7500. You know every SKU presenter and quietly add (in your head) a few “Yes, but…” You are proud to share stories like the time you fixed that broken light with Velcro, a Sharpie and 3 paper clips.
You’re confident… until you overhear one of the Rookies say they got their very first Client by posting a trade show marketing tip on their five social media accounts. Yeah OK, you admit reluctantly. You might learn something from these whippersnappers.
The Presenters
You are a Classic Vendor Partner. This isn’t your first rodeo having presented at SKU many times before. You take a small bow when Classic announces that your company sponsored that morning’s breakfast. You take pride in making the presentation that you’ve given more than 50 times sound fresh and new. You’re always on the hunt for Attendees who are not yet utilizing your services.
While your body is in Portland, your mind is already in Albuquerque or St. Louis or wherever your next presentation will take place. You are the embodiment of a Road Warrior and you rock.
The New Classics
Classic recently found you. You might have trade show experience, or you could be industry fresh. New Classics arrive to class early to impress their managers and other Attendees. You try not to act too disappointed when you’re politely asked to find a seat at the back of the room to allow the Visiting Attendees access to the prime seating.
You do your best to straddle the thin red line between attending and hosting. Soon, you will become every Distributor’s strongest ally. Welcome to the Classic Family.
The Teachers
You know all there is to know about your department. You’ve been asked to download a week’s worth of information in under 30 minutes. You struggle with unruly microphones. You love when someone asks a question that you’ve never been asked before.
Finally, when an Attendee approaches you after the presentation to request your slide show, you know all the effort and nervousness was worth it. Most of all, you’re delighted to finally connect a voice with the name and share stories at social events.
The Hosts
You are SKU’s camp counselors. You arrive early and stay late. You setup rooms and check mics and speakers. You try to keep lollygagging presenters on time and on schedule. You drive vans long enough to transport three entire basketball teams. You pressure hotel staff to keep the morning coffee urns fresh and pour bottomless glasses of wine in the evenings.
You are in constant motion spending time with each Attendee and Vendor Partner. You are the face of Classic, and you love your job.
The Kevins and Mels
You are where the company starts and the buck stops. You can answer any question regardless of which department it relates. You’ve been Classic-ing for decades and know everyone – from the “this is my first week” to the “I’m retiring in April.” You are just as comfortable leading conversations in large groups as you are with intimate one-on-one conversations.
You send emails at o-dark-thirty and tell your spouse, “I’ll be right up. Just one more quick email.” You are parents to 100 Classic employees, constantly praising, teaching, learning, and growing. You are an important reason why Classic’s SKU is SKU.
Our most recent SKU had all the characters you’d expect… Class Clowns, a few Teacher’s Pets, we even had our own Detention Crew. We were missing just one critical student… YOU! We’re just about ready to take roll for our next SKU. Interested? The mimeographed sign-up sheet is ready. I bet you can smell it. Ahhhh!
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.
Most companies love the concentrated sales and marketing potential of trade shows. A successful show can boost sales, increase visibility, and transform a company’s brand in the marketplace. All that comes with a cost however. Trade shows can be more expensive than other forms of marketing. And trade show costs can quickly escalate if not carefully managed.
Sadly, many exhibitors are guilty of two self-inflicted mistakes when it comes to trade shows. They don’t have a comprehensive sales and marketing strategy, and they don’t manage their trade show costs before, during, and after the event.
Let’s change that. All 29 Ways to Cut Trade Show Costs may not apply to every exhibitor, but there’s a good chance that 20-25 do, even for more experienced trade show warriors. Some are small changes. Others are more significant. But all represent opportunities to improve your return on investment or return on objectives.
Admittedly, some recommendations may seem counterintuitive, like paying for supervision or staging your exhibit before a show. However, those expenses will save time and money at the show site and avoid costly surprises and unnecessary stress. We’ll start by identifying the most common trade show costs.
Understanding Trade Show Costs: Where Does the Money Go?
Let’s divide trade show costs into categories. Keep in mind that some expenses might not apply to your situation. And the budget doesn’t consider the salaries or time of employees who participate in trade show planning or participation at a show. For a comprehensive review—including how to create and manage expenses plus a sample spreadsheet—read our full trade show budget guide.
Exhibit
Design Fees – Structure and Graphics
Exhibit – Structure, and Graphics
Shipping (if applicable)
Ongoing Storage
Show Services
Show Site
Shipping (to and from the show)
Booth Space
Drayage or Material Handling
Electrical
I&D Labor
Furniture Rental
Flooring
Hanging Sign Rigging (if applicable)
Internet
Travel, Lodging, and Entertainment
Travel/Transportation
Hotel
Meals
Client Meals and Entertainment
Other
Literature
Promotional Products
Housekeeping/Cleaning
Lead Retrieval Software
Games/Talent/Prizes
Most of these costs are self-explanatory, but terms like show management/storage, drayage, electrical, and labor can be confusing. For a deeper dive into what they mean, check out our full Trade Show Terminology glossary.
Minimizing Trade Show Booth Costs: Design & Graphics
1. Modular Exhibit Design
Modular design is a great way to save money for companies that exhibit frequently and in multiple configurations, such as islands and inlines. Modular design lets you transition from a larger to a smaller exhibit–– and vice versa–– using the same basic structure.
The term “modular” is often misunderstood, but a modular exhibit can be a portable, hybrid, or custom display. It simply means it’s reconfigurable. If your exhibit marketing goals are flexible, owning a modular design will save you the expense of owning several unique static designs for each size–– 10 ft., 20 ft., or island.
When considering modular design for your next booth, consider incorporating an attached overhead sign to replace a hanging sign. You’ll get the same visibility as a hanging sign, but without the expense of rigging charges. They can be expensive, but incorporating them in your design from the beginning can save you money in the long run.
2. Rental Exhibits
Exhibit rentals have come a long way with expanded design options. Renting an exhibit is a great option if you have a limited budget or simply want to test the waters at a show. Your options are nearly as varied as if you were purchasing an exhibit, but without the fixed upfront cost. Walk any major industry show … probably 15-20% of the exhibits are rentals, but it’s unlikely you’ll be able to tell the difference.
The other advantage of a rental is design flexibility from show to show. Rentals make it easy to change your message, the structure, or the size. It allows you to experiment. Plus, there is a lower upfront cost, and you’re not responsible for maintenance or storage. This allows you to focus only on your trade show marketing program. You can also look at components in your booth as rental options, like monitor stands or reception counters. A combination of rentals and ownership can save you money.
3. Tension Fabric vs. Direct Print Graphics
Fabric graphics dominate the trade show scene. And they should. They are vibrant, lightweight, and durable. Recent fabric print innovations make them nearly identical to direct prints, without the hassle of complicated crating or special packaging. The key to fabric graphics is to insist on HD quality. Printing technology is evolving very fast. What was acceptable three years ago appears muddy by comparison to newer printing techniques. Do your homework, ask for details about their equipment, and get quotes from several sources.
Does that mean that direct print graphics have gone the way of the dinosaur? No. They are appropriate for small graphics, dimensional applications, and where the chance of damage is minimal. However, in the long run, fabric graphics will likely last longer. And they are easier to clean if you get them dirty.
Lower Your Trade Show Setup, Dismantle, & Labor Costs
4. Pre-Wired Electrical & A/V
Everybody makes this mistake. It happens. We’re so focused on the exhibit design that we don’t consider all the electrical components and wiring going into the booth space. If you’re going to have monitors or laptops in your booth, or need to have a particular lighting configuration, all of these things need to be considered in the beginning while the exhibit is being built.
Once the exhibit moves from the shop floor to the show floor, the costs to make changes to your booth not only increase exponentially (sometimes by a factor of 10), but the final solution is also rarely as elegant as one that would have made sense during construction. Plan for where the lead retrieval device will go. Think about all the computers, laptops, and monitors. Make every effort to prewire the lighting. You’ll save time, money, and headaches, and avoid damaging your exhibit at the show.
5. Complete Setup/Assembly Instructions
No one expects you to read the owner’s manual for your new toaster. You get a pass on that. However, the setup instructions for your booth are a different story. You need to review them and determine if they make sense before the show–– both how the booth is assembled and how it’s disassembled and repacked.
If you don’t understand the instructions while on the show floor, you’re going to waste both time and money. If you find mistakes in the instructions, go back to your exhibit house and ask them to make corrections. We’ve all experienced the moment during installation where three to four people are standing around trying to make sense of the next step. Sometimes that’s a minute or two. Other times it’s much longer, and the clock is ticking on your labor bill the whole time.
6. Hire a Supervisor from Your Exhibit House
If your exhibit house offers to send a supervisor to the show for a fee, you may want to consider it. They are familiar with the assembly of the booth, saving you time and labor costs during setup and dismantle. If there is a problem, that person is the direct path to a solution, whether locally or from the exhibit house.
It may not make sense for a smaller inline, but it’s usually a good idea for larger, more complex booths, especially the first time the exhibit is assembled on the show site. Given a choice, would you rather supervise the assembly of your booth or devote your time to all the other responsibilities necessary to ensure your show is a success?
7. Communicate with Your Labor Exhibitor Appointed Contractor (EAC)
You may be familiar with trade show labor – the labor provided by the show contractor to help set up your booth – but you may be unfamiliar with Exhibitor Appointed Contractors, or EACs. These are independent companies that have the right to provide labor services within a convention center.
Working with an EAC offers multiple benefits. While you may not save a lot of money in a one-off situation, you will save money over time by contracting with an EAC. They are invested in keeping your business and making accommodations that you won’t get from the regular labor pool, because they’re goal is to keep you as a client for multiple shows.
An EAC encourages you to communicate with them before the show by sending them your setup instructions, photos, and other details. This allows them to plan, and planning always saves money. If you have a lasting relationship with an EAC, they will understand and remember how your booth is assembled each year, and correct problems quickly and effectively, ultimately speeding up the process and saving you hours of labor. For more information about EACs, contact EACA, the Exhibitor Appointed Contractors Association.
8. Monitor Setup and Dismantle Times
In most cases, there is a four-hour minimum for trade show labor. Pay attention to that minimum. Exhibitors get skittish about overtime (and should). However, there are times when you can complete I&D with just an hour of overtime. That overtime will be less expensive than scheduling labor for four hours the next day.
Minimums also matter when scheduling how many laborers you need in the booth. Three workers working on straight time is less expensive than two workers working straight-time and overtime. While it’s not always an exact science, it should be a planned decision, not one that happens by chance.
9. Dismantle Supervision
It’s the end of the show, and you’re exhausted. The last thing you want to do is dismantle your booth. But having someone stay with the booth to oversee the dismantling can be critical.
That person can supervise the disassembly and monitor that the booth gets packed and labeled correctly. Even if it means one more night at a hotel or a couple more meals, that person is invaluable to ensuring your booth isn’t damaged and is ready for the next trade show.
The number one cause of damage isn’t assembly. It’s careless disassembly and packaging. In the chaos after the show, it’s not unusual for parts and pieces to get lost or stolen. Being there minimizes those surprises.
Reduce Trade Show Shipping Costs & Packaging Costs
10. Crate or Case Design
Yes, the actual design of your new exhibit is important, but so is the design of the crates or cases. Make sure you’re using space in the most optimal way possible. If you plan to bring literature and promotional products to the show, consider packing them in the crates or cases rather than sending them in separate shipments. Same with monitors which can be expensive to ship separately and the possibility of damage increases with each shipment.
Having these conversations with your exhibit house can reduce your material handling/drayage bill significantly. Talk about the size of the crate and what goes in it. It’s much cheaper to have monitors, promotional products, etc., packed in the crate rather than sent separately.
11. Reusable Packaging Materials
All too often, the packaging materials you receive with your booth components are designed to be used once, like foam padding and bubble wrap. Those are tossed away during installation. At the end of the show, you’re left wondering how you’re going to re-pack your booth for shipping and storage. Don’t let that happen to you. You deserve better. Your expensive exhibit deserves better.
Insist that your exhibit house provide reusable packaging materials from the beginning. They make all the difference with far less damage and faster setup and packing. “Numbered” components go where they belong in the case or crate. There’s a logical progression. You see, and your team sees, if something is missing immediately. You paid a lot for the display. You should demand that it looks pristine for as long as possible which is more likely to happen with logical, well-made, reusable packaging materials.
12. Avoid Special Handling Charges
Make it easy for the General Show Contractor to move your freight from the truck to your booth space. Avoid stacking or strapping items together on a crate, like flooring, which can make moving it cumbersome. On the other hand, the more loose components, the higher the material handling bill will be at the end of the show. They require more labor and effort, and the show contractor will recoup that time and effort on your bill, which can sometimes double or triple the charges.
If you do get a special handling charge, be sure to ask the general show contractor why those charges were added. You can then get a good idea of what to avoid next time. It may not always make sense to you, but it’s not about logic. It’s about saving your money.
13. Advance Warehouse vs. Direct-to-Show
There are two main ways to ship your booth to a show: Advance Warehouse and Direct-to-Show. While Direct-to-Show shipping appears cheaper, shipping to the Advance Warehouse may actually save you money.
When you ship your booth to the Advance Warehouse –– sometimes a month ahead of time –– you have less to worry about as you get closer to the show. When the show dates get closer, everything in the Advance Warehouse will move to the venue. Say you’re attending a show that takes place Monday through Wednesday. The setup for that show is likely to be on Friday, Saturday, and Sunday. If you ship your booth to the Advance Warehouse, your exhibit will be ready for your crew to assemble Friday morning.
If you ship it Direct-to-Show, however, you may experience delays, and it’s difficult to predict and arrange your labor when you don’t know when your booth will arrive. In most cases, your freight driver is sitting in the marshalling area waiting to unload, which means you’re paying for that wait time. If that happens, your setup may move to Saturday or Sunday, incurring overtime vs. regular hours.
14. Hanging Sign to Advance Warehouse
If you have a hanging sign, ship it to the Advance Warehouse (even if you don’t ship your booth there). It’s easier for the riggers to hang that sign above your assigned booth space when there’s no one on the show floor. But most importantly, they’re less likely to inflict damage to your sign and to your booth. Better yet, design your exhibit so it’s visible on the show floor but doesn’t require a hanging sign. Hanging sign charges can often be as much as 30% of your onsite labor charges.
15. Ship Smaller Packages to Your Hotel
You’re going to forget something. It happens. However, shipping small packages to the show site can increase your material handling/drayage bill dramatically. Instead, ship those packages to your hotel and carry the items onto the trade show floor. Most hotels don’t charge to receive and store small packages.
If there is a small hotel service fee, it will ultimately be less expensive than shipping it directly to the show. Plus, it’s less likely to get lost. If you’ve ever tried to track down a small package at a convention center, you know the frustration of wandering through a dock with hundreds of crates, cases, and packages.
16. Pre-arrange Return Shipping
Exhibitors focus so much attention on getting their exhibit to the trade show that they often forget to arrange return shipping. The last thing you need is the added stress of arranging freight after three exhausting days on the show floor.
In a desperate situation like this, an exhibitor might turn to the show contractor and ask them to ship it, which is always more expensive. If they forget to make those arrangements, the show contractor will have to ship their freight back to them (called a force shipment). This can be as expensive as a downpayment on a house –– a massive hit to your bottom line. Always, always, always pre-arrange return shipping.
Save Big With Pre-Show Planning
17. Early Bird Forms
This is the easiest way to lower your trade show costs. There is a reason these early bird forms exist. The General Show Contractor wants you to complete them early, because the more information they have, the better they can prepare for the show.
Many exhibitors, however, procrastinate this task. While filling out these forms can be a painful exercise, it’s critical to submit them by the early bird deadlines. If you don’t have all the information you need, or some information will be subject to change, that’s okay. You can make corrections later. By sending in these forms early, you can save hundreds or even thousands of dollars.
18. Pre-assemble and Inspect Your Exhibit
While you may not like the idea of having to assemble the booth twice—once in your own shop or at your exhibit house, and then again on the trade show floor—this planning step is an important strategy for controlling trade show costs. Knowing what to expect in terms of assembly helps you save time and avoid any nasty surprises.
As any trade show veteran knows, when there’s an issue on the show floor, it’s almost always a painful and expensive fix. There are no cheap solutions on the trade show floor. Whether it’s overnighting graphics or getting a spare part over the weekend, everything is going to be more costly –– and stressful. Make sure everything is right before you ship your booth to the show. Having your booth only partially assembled on the day the show opens is worse than having your exhibit not arrive at all.
The exhibit is the main attraction. Always will be. But there are other marketing and operational tasks to complete, such as literature, promotional products, and shipping. All of these, when done ahead of time, will save you a significant amount of money and lessen your anxiety.
We tend to work toward a deadline. What if we worked well in advance of a deadline? For example, your supplier may give you a timeline of 7-10 days, like ordering a promotional giveaway. But a timeline of 7-10 days assumes everything goes according to plan. It won’t. Don’t wait until the last minute. Plan for ground shipping vs. overnight and assume there’ll be a glitch or two along the way. You’ll have the opportunity to see any mistakes and have them corrected early. As a bonus, you’ll sleep better the week before the show.
20. Cleaning Supplies
Cleaning fees, like vacuuming your booth space each morning, while convenient are expensive. It can cost hundreds of dollars simply to have someone vacuum your exhibit every morning. On the other hand, you can buy a $99 vacuum that can fit in your crate and ship with your booth, along with other necessary cleaning supplies. Make it a game with your exhibit staff. If everyone pitches in with the cleaning each day, the money you saved by not paying for cleaning services can go toward a post-show celebration.
21. Purchase Your Monitor at the Show City
This is a great cost-saving idea. You may need a monitor in your booth, and with the prices of flat screen TVs plummeting, you can get a nice one from $300 to $600 dollars depending on the size.
Instead of paying to ship that monitor to the show, simply buy it at the show city –– whether you’re in Las Vegas, Chicago, or Orlando. Then, to save the money on shipping the monitor back to your location, use it as a giveaway to encourage more booth traffic and collect more leads. Who doesn’t want to win a flatscreen TV?
22. Internet
Think hard about whether you really need to be connected to the Internet in your booth. Does it advance your trade show marketing program in any way? Or is it a distraction? Cell service may be all you need to connect your devices to the Internet.
Internet charges on the show floor can be extremely high, and connectivity is often unreliable, making it a wasted investment anyway. If you’re using lead retrieval or mobile order writing software, consider solutions that have offline access.
Smarter Lead Capture & Marketing on a Budget
23.Invest in Lead Retrieval Software
Whether you rent, purchase, or lease lead retrieval software depends on your show schedule and the sophistication of your lead management. Some exhibitors are only interested in collecting the most basic information: client name, contact information, show, and date. Others have a comprehensive list of questions they want answered and need the ability to email literature or follow up directly from the show. Others have specific requirements for their CRM software and how it should be uploaded and managed.
If you want to collect detailed information on your leads, lead retrieval software is a good way to save time, money, and headaches when it comes to lead retrieval at the show. However, choose the lead retrieval package that makes the most sense for your situation. Don’t pay for more than you need. And don’t buy less than you need, whether it’s for one show or for your entire show schedule. Cheaper software can actually be more expensive in the long run.
24. Share Advertising
This may not apply to everyone, but it can be a huge cost savings. If you have strategic industry partners who are exhibiting at the same show and have similar customers but aren’t direct competitors, explore opportunities to cooperate with them on show advertising and co-hosted events.
Splitting these costs will allow you to expand your marketing and networking while saving money. Splitting bar tabs and meals with common customers goes a long way without having any impact on your sales process.
25. Use Giveaways Strategically
Giveaways or promotional products are a staple of trade shows. However, not every exhibitor uses them strategically (or wisely). Don’t treat them like candy tossed from a float at a 4th of July parade. Instead, consider how a cheap pen giveaway will be perceived by trade show attendees. Giveaways should be part of an overall strategic trade show marketing plan.
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. The incentives industry is a multi-billion-dollar business with a vast range of products that can be printed, embossed, programmed, or custom-made to enhance and bring attention to your trade show exhibit.
Trade show attendees are more likely to keep giveaways that are practical, useful, and memorable. Items like water bottles, tote bags, pens, and notebooks are popular choices because they have everyday applications. In addition, consider high-quality items which are more likely to be kept.
Budget-Friendly Travel & Lodging Tips for Exhibitor Teams
26.Rent a House
If you’re bringing a group of six or more people to a show, renting a house near the convention center can be a much more economical accommodation option than paying for individual hotel rooms. It also offers much more flexibility with transportation, meals, and meetings with clients.
27. Combine with a Company Retreat or Offsite
Many exhibitors use the house they rented as a venue for networking events and parties during the show. It’s also a great excuse for combining a company retreat or training with the trade show.
28. Share Team Meals
The meal budget at a trade show is often overlooked during planning… and then the individual expense reports hit the CFO’s desk and everyone starts pointing fingers. It’s not about eating fast food. It’s about making smart decisions. Consider staying at a hotel with a complimentary breakfast. If you’re renting a house (see #26), stock the pantry with grab-and-go groceries or plan a group dinner where everyone makes their favorite dish.
Even little decisions can make a huge difference. For example, if the show is in Las Vegas, it’s often significantly less expensive to take a taxi (or Uber) to an off-the-strip restaurant than eating in the casino. Consider shipping a couple of cases of water with your booth. That way it’s convenient during I&D and show hours and no one will be grumbling about having to pay $8 for bottled water at the concession stand.
Finally, wining and dining clients can be pricey, but many non-competing exhibitors have shared clients attending the trade show. Consider tag-team dining with clients and split the check. It’s a win-win for everyone.
Store Smarter: Reduce Repeated Shipping Fees
29. Store the Booth Locally
This applies to people with active trade show schedules in the same city. Rather than having the booth shipped back to the main office every time, look at having the booth stored locally in that city. It can be stored at a local or regional exhibit house, or with a transportation carrier that can store the booth for a nominal fee.
In fact, the storage fees may be less than what you would have paid to ship the booth to and from the show each time. Check with your Exhibit Appointed Contractor. They often have suggestions on storage options in convention-centric cities like Orlando, Las Vegas, and Chicago.
Cut Trade Show Rental Costs Without Cutting Quality
Here’s a secret. Walk any major trade show in Las Vegas, Orlando, or Chicago and you’ll notice one obvious change and one not so obvious one. Exhibits have gotten bigger, brighter, and bolder whether it’s a 10 ft. inline or a 30 x 40 island. It’s an impressive transformation. However, what you may not realize is that 25-35% of those designs are rentals. Yes, rental exhibits.
Rentals are no longer the ugly stepchildren. They’re indistinguishable from their purchase siblings. Exhibitors are choosing rentals for a multitude of reasons like cost, design flexibility, and no long-term ownership hassles. Here are eight reasons to rent your next trade show exhibit.
8 Reasons to Rent Your Next Exhibit:
1. Financial Flexibility: Renting generally requires a lower upfront investment compared to purchasing a booth. This frees up capital that can be allocated to other crucial marketing initiatives, staff training, or product development. It also eliminates ongoing expenses like storage, maintenance, and depreciation.
2. Design Flexibility: Trade shows vary in size, audience, and industry focus. Renting allows you to customize your booth’s design, size, and layout to perfectly match the specific requirements of each event. You can experiment with different configurations, graphics, and messaging, ensuring your presentation remains fresh and engaging for diverse demographics and varying floor plans.
3. Upscale Designs: The exhibition landscape is constantly evolving with new design trends and interactive technologies. Rental providers frequently update their inventory, giving you access to the latest innovations without the commitment of ownership. This enables your brand to showcase a modern and cutting-edge image at every event.
4. Minimal Ownership Headaches: Owning a booth comes with responsibilities like storage, transportation, setup, and dismantling, which can be complex and costly. Rental agreements typically include comprehensive support services, alleviating these challenges. This means less stress and more time for your team to focus on engaging with prospects and maximizing the trade show’s potential.
5. Just “Testing the Waters”: If you’re new to trade shows or want to test a new market or product, renting is a low-risk way to get started. It allows you to gauge the effectiveness of trade show marketing for your business before making a significant investment in a custom-built booth.
6. Flexible Rebranding: Trends change, and companies rebrand. An owned booth can become outdated or no longer align with your brand identity, requiring costly modifications or replacement. Renting allows you to easily update your look or completely change your exhibit to reflect new branding or marketing strategies.
7. Sustainable: Renting aligns with eco-friendly practices by promoting the reuse of exhibition booth components. This reduces waste and the demand for new materials, contributing to a more sustainable exhibiting approach.
8.Faster Solutions and Less Planning: If you decide to attend a trade show at the last minute or have a tight deadline, renting can be a faster and more efficient solution than designing and building a custom exhibit from scratch. Rental companies often have pre-configured options that can be quickly customized with your branding.
Final Thoughts on Trade Show Costs: Plan Strategically, Spend Intentionally
Trade show costs continue to rise, just like all marketing costs. That shouldn’t surprise anyone. However, savvy marketers do what they’ve always done with their trade show program: they plan strategically, and spend intentionally. They can’t (and shouldn’t) rely on the show organizers to drive prospects to their booth. Nor should they assume that handshakes, mints, and a new booth will close sales.
ROI matters to the C-Suite, which means managing costs while creating anxious curiosity before the show, meaningful experiences during the show, and eager follow-up after everyone has headed home. The key to managing trade show costs isn’t to be cheap. It’s making wise choices that ensure the strategic marketing plan meets its goals.
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.
Ever wonder why there’s never been a Classic Exhibits Phoenix, Charlotte, or Missouri?
Two Reasons
First, we’ve never believed our brand was more important than your brand. Customers identify with your brand because you’re their personal trade show expert, their marketing partner. Exhibit design, building, storage, and services are still largely regional with clients typically within a day’s drive of their exhibit house.
Second, your brand is an asset. It should have long-term financial value. It shouldn’t depend on the whims (or mistakes) of a manufacturer. Anyone who’s been in this business knows of someone who’s business has suffered because of the shortsighted (and selfish) actions of a supplier.
Private-Label Business Model
Admittedly, Classic Exhibits isn’t well-known outside the exhibit industry. And that’s OK. We’re committed to a private-label model and dedicated to supporting you with design and build services, purchase and rentals, and unbranded marketing support.
Finally, we’d be lying if we said we aren’t proud of the Classic Exhibits brand… we are, but we’re happier when we’re a trusted resource rather than a logo on a building in Boston.
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.
