Trade Show TalesBlog

Posts Tagged ‘Classic Rentals’

Tradeshow Rentals: Growth and Customization Trends

October 18th, 2012 1 COMMENT
Rental Displays from Classic Exhibits

Right Down the Line
Jim Shelman, GM Classic Rentals

Our exhibit rental business continues to surge. There’s never a dull day in the Classic Rental Division. And that’s what I like about what we do here.

Flexibility and customization has been the key to our continued growth.

If we were limited to a few select “kits” or standard design offerings, it just wouldn’t be the same. But with our flexibility in offering customization to our rental exhibit designs, our days are much more interesting! Customization isn’t limited to large projects. It can be as simple as coming up with a way to connect an iPad holder to a workstation or kiosk. Or working curved headers and towers into a rental design.

Here are four recent rental projects that I’d like to share with you.

10′ x 20 “Vigilant Robots” Inline Rental Exhibit
(VIP EXHIBITS, Sherri Harrod)

  •  10′ x 20′ back wall using our ClassicMODUL TSP 50 fabric retaining extrusion profile & rear supporting structure.
  •  (2) Flat canopies with black fabric covers
  •  (1) One-piece SEG fabric graphic
  •  (5) Halogen arm lights

20′ x 20′ “LabCorp” Island Rental Exhibit
(Poretta & Orr, Ed Koebert)

  • 16′ high tower with storage access
  • Curved bridged headers
  • Workstation kiosks

10′ x 20′ “ARTAS” Inline Rental Exhibit
(ColorZone, Joshua Feller)

  •  10′ x 20′ Backlit back wall structure
  •  (2) RE-1213 Counters with attached iPad holders
  •  (1) MOD-1167 Reception counter
  •  (2) Large monitor mounts

10′ x 20′ “Kobos Coffee” Inline Rental Exhibit
(Hawkwing, LLC, Taka Saito)

  • 10′ x 20′ Extrusion back wall
  • 10′ Arch-canopy used for header graphic application
  • (2) Small monitor mounts
  • (5) RE-1201 tapered counters
  • (8) Small clear acrylic shelves

I’ve been in this business since rocks were tools, and I still love working with our team on new ideas and solutions for your clients. It’s a lot of fun to watch a concept on paper become a reality on our staging floor and in your customer’s booth.

Please send us your thoughts on new trends that you see with rental exhibits.

Jim Shelman
General Manger
Exhibits Northwest & Classic Rental Division


Based in Portland, Oregon, Classic Exhibits Inc. designs and manufacturers portable, modular, and custom-hybrid exhibit solutions and engineered aluminum extrusions (ClassicMODUL). The Classic Rental division offers an extensive gallery of inline and island exhibits with flexible customization options. Classic Exhibits products are represented by an extensive distributor network in North America and in select International markets. For more information, contact us at 866-652-2100.

Jen LaBruzza, Western Regional Manager: Word on the Street — June 18th thru June 22nd

June 24th, 2012 COMMENTS

Classic Exhibits Adds New Regional Manager, Jen LaBruzza

Jen LaBruzza

Jen LaBruzza

Classic Exhibits Inc. welcomes Jen LaBruzza to Classic Exhibits Inc. as the Western Regional Manager. Jen will be responsible for meeting and consulting with distributors throughout the West for Classic Exhibits, ClassicMODUL Aluminum Extrusions, and Classic Rentals. Jen LaBruzza has 20 years of experience in and around the trade show industry. Her varied career includes training, sales, project management, and operations.

Jen has developed a professional style based on excellent inter-personal communications and a gift for taking complex information and making it clear. She has participated in a variety of business cultures, including software development, travel planning, and small business management. In addition, Jen has worked as a certified elementary school teacher in Clark County (NV) public schools . . . Ideal training for trade shows.

Most recently, Jen owned a portable, modular, and hybrid display distributorship where she provided her clients with exhibit marketing services, display design, rentals, and show site supervision.

According to Mel White, VP of Marketing and Business Development at Classic Exhibits, “Jen is personable, intelligent, and resourceful. We are very fortunate that Jen has decided to bring her talents to Classic Exhibits. Our distributors will quickly appreciate her knowledge, her enthusiasm, and her commitment to improving their business. She understands the exhibit business from all perspectives:  as a customer, a distributor, and a manufacturer (and as someone who has assisted countless customers on the show floor). ”

“It’s very exciting to jump into this role and work with ClassicMODUL, Classic Exhibits and their amazing distributor network,” says Jen LaBruzza. “Classic’s focus on design, customer service, and ‘can do’ manufacturing provides a positive customer experience every time and makes them a trend-setter in our industry. I’m thrilled to be a part of all that is happening, and I look forward to making a difference in my region.”

Jen will work directly with distributors on how Classic Exhibits can serve their customers where price, creativity, and responsiveness are more important than ever. In addition, Jen will be tasked with developing alternative channels for ClassicMODUL engineered extrusions in architecture, retail, museums, signage, and interior design.

Jen has a Bachelor of Science Degree in Education from the University of Nevada – Las Vegas. She is conveniently based in Las Vegas.


Classic Distributors and Partners:

I have always hoped that Jen would join the Classic Exhibits team at some point. My grandma always said, “Persistence pays off Kevin,” and I have certainly been all that. She is a knowledgeable professional who brings her considerable talents to the Classic Network. She is also a trusted friend and shares our “Customers Come First” philosophy. You’ll be charmed and impressed . . . Even you crusty old coots who claim to have invented trade shows. 😉

Please take a moment to welcome Jen to the Classic Family. She can be reached at

–Kevin Carty

The Great “Classic” Tradeshow Wall

January 30th, 2012 COMMENTS

Classic’s Great Tradeshow Wall

Sometime you just gotta take a flyer and throw it out there. If it sticks, it sticks. Jeffrey D. Brown has created an intriguing concept called The Tradeshow Wall, based on his success with The Guitar Wall. It’s part advertising, part resource center, part artwork. And, of course, it’s 100 percent unique.

We agreed to participate in the original free wall. Then after seeing it, we took the next step and had Jeff create a Classic Great Tradeshow Wall that includes images from Classic Exhibits, ClassicMODUL, and Classic Rentals. I like it.

FAQ’s from Jeff’s website:

Q: What’s the purpose of The Tradeshow Wall?

First, of course… is to do good… and do it well. Moreover, our goal is to create a highly recognizable, iconic site that is both an engaging and efficient referral resource for visitors, AND an effective and measurable marketing vehicle for Wall spaceholders fueled by a unique combination of simplicity and creativity… all in one sentence.

Q: Does it cost anything?

Well, that’s the good news. We’re giving away Wall spaces on a first come, first served basis (but we have a lot of Wall space to give away and don’t expect to run out anytime soon.) So the answer is NO… but, YES if you want to spend a little… like for high-quality custom professional (and creative) artwork for your wall space, or an Optional (but not necessary) Wall Space Management Account. Of course, now you can add more or bigger wall spaces beyond your free space or rent premium, top-row Wall spaces…or possibly your own… yes, your own Great Tradeshow Wall. But otherwise… NO.

Q: What’s the benefit of having a free Wall space on The Tradeshow Wall?

Well, let’s start with the low hanging fruit… it’s FREE. So that means ROI is relatively easy to achieve. Meaning that if you got one (1) new prospective, potential, reasonably qualified visitor to your landing page or website… you’re, as we say… ahead of the game. And then we can extrapolate from there.

Q: Who will visit The Tradeshow Wall and how will they know about it?

That’s an easy one. You may know that ten (10) years ago we started an odd little website called Tradeshow Blues… and a few other properties. Along the way we’ve connected with hundreds of thousands of tradeshow and event enthusiasts (Who would have thought?). We’ll start there… and throw in our social media reach, some email, a few strategic placements… and probably some measured yelling where appropriate.

Q: How do you know this Wall concept works?

Well, we’ve had well over a million (1,000,000) visitors to The Guitar Wall which has generated hundreds of thousands of referrals to our spaceholders’ sites and landing pages… for starters.

Take a few minutes to explore Classic’s wall. And let us know what you think. Cheers!

–Mel White


Based in Portland, Oregon, Classic Exhibits Inc. designs and manufacturers portable, modular, and custom-hybrid exhibit solutions. Classic Exhibits products are represented by an extensive distributor network in North America and in select International markets. For more information, contact us at 866-652-2100 or

Word on the Street — October 19th thru October 23rd

October 22nd, 2009 COMMENTS
Word on the Street by Kevin Carty

Word on the Street by Kevin Carty

Selling Value in A Price-Driven Market

This week, I’d like to share an online article. The article struck a chord with me because it addresses “Value.” In nearly every face-to-face meeting I’ve had over the past 12-18 months with distributors, suppliers, and co-workers, they have  asked me how I define and sell value in a market dominated by price.

When apples are being compared to apples, especially in a price-driven market, how do I, as a salesperson, differentiate myself from the competition?

Rather than copying the entire article, here is the link: Give it a read or a listen. 

Everyday, we face many of the same issues. For example, rentals exhibits are huge right now. For those who have rental divisions that’s a good thing. But as a salesperson selling new exhibits, how can you move a prospective renter into a new purchase? In the current economy, the cards are often stacked against you.

But let’s use Bill’s logic from the article and apply it to exhibits . . .

Why not make your “new” exhibit offering so different and include so many additional benefits that the buyer assigns a value that exceeds the cost differential?

So how do you do this? I am not pretending to have all the answers, but for me, it starts with realizing that “Value” is not a concrete thing. It’s a moving target that can mean a million and one different things to different people. It doesn’t always mean the lowest price, and it’s something that cannot always be seen or shown in renderings or on a quote sheet. More often than not, it’s NOT something on the Front Page, but on the inside pages.

In the exhibits we design and manufacturer, value starts on the inside pages:  What happens once the order is placed? Here are some valuable add-ons that I believe sets us (and you) apart from our competition and allows you to succeed in less obvious ways: 

  • Fast and reliable turnaround times. With customers holding on to their money until the last minute that’s often the difference between getting the order and not getting the order.
  • Detailed setup instructions with actual photos showing the more complex components.
  • Setup instructions that are available 24 hours a day for download off the web should they ever get lost, misplaced, or destroyed (just go the home page at Classic and enter your job number).
  • Detailed, level-by-level or slipsheet-by-slipsheet packaging instructions. These details make it much easier to repack the exhibit and extend the life of the exhibit. EVERYONE wants and DESERVES obvious and reusable packaging.
  • A complete preview of every exhibit prior to leaving the shop, including graphics if provided. This allows us to send photos to you either before the exhibit ships or the next morning so you see that the display looked and functioned as designed. It’s immediate peace of mind. 
  • People:  Based on the feedback we receive from distributors, we believe our people are better. Whether they’re in customer service, design, production, or administration, our employees do more, care more, and are more knowledgeable than our competitors.

Finally, when it comes to selling exhibits, don’t get me wrong . . . design sells!! It’s the sizzle! Our designers are expected to hit a  home run on a 30′ x 30′ island for example. There is tremendous value in that. But when it comes to deciding whether to sign that $100,000 check, there better be more on the table than just design.  

How do you add value to the exhibits you sell?

Have a safe and restful weekend.

Be Well!

–Kevin Carty