Trade Show and Event Planning
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Industry Overview
The US trade show and event planning industry includes about 4,000 companies with combined annual revenue of more than $8 billion. Major companies include GES Exposition Services, Freeman Decorating Services, and TBA Global. The industry is fragmented: the top 50 companies generate about 45 percent of revenue.
The industry is composed of meeting planners and suppliers who organize, design, promote, and manage business and consumer trade shows, conferences, and meetings. Organizers of performing arts and sports events are not included in the industry.
Competitive Landscape
Demand is driven by overall economic activity and corporate profits. The profitability of individual companies depends on managing costs, marketing shows effectively, and retaining valuable staff. Large companies have advantages of multiple locations and economies of scale in negotiating labor, transportation, and supply contracts. Small companies compete successfully by delivering superior customer service that drives repeat business. The industry is labor-intensive: average annual revenue per employee is about $100,000.
Products, Operations & Technology
The primary industry service is producing and managing conventions, association meetings, trade shows, and company meetings. Events typically include presentations and workshops; an exhibition area for vendors to promote their products and services; and entertainment activities, such as meals, receptions, and local sightseeing tours. In addition to planning and staging events, some companies also design, build, ship, and set up trade show booths for individual exhibitors.
Most shows and events are one to three days long. Resort locations are generally favored for company meetings, hotels in major cities are chosen for trade shows, and conference centers and university locations are favored by government agencies. Once a location is selected, planners work with the host facility to set up meeting rooms, exhibit halls, demonstration areas, and storage facilities. Planners also arrange for logistics support, such as electrical connections, transportation, booth carpeting, and construction of signage and exhibit halls. Labor may be provided by the host facility, the planner, or local contractors, and is often subject to labor union work rules.
Planning companies generally send an exhibitor manual to each exhibitor detailing available services. Conference materials, speaker reception areas, and publicity are also services that may be provided. Planning companies typically contract with independent transport companies to send exhibits to and from meetings. Large firms have storage facilities for exhibits and booths.
Technological innovation has expanded the use of multimedia presentations for shows and events. The Internet has become a major advertising medium, both by show organizers and customers who advertise show details on their company website. Webcasts are a more frequent feature of meetings, both as a way to increase attendance and to attract speakers unable to travel. Shows often have a room devoted to providing computer and Internet access to allow attendees to communicate with their offices. Software systems streamline show registration, name badge creation, attendee feedback, and pre- and post-event marketing.
