Exhibiting in the United States: Understand and navigate the major differences
This article originally appeared in the IABM Journal, issue 105 which is available to view online here
Exhibiting in the United States is different than exhibiting in Europe; however, the U. S. market is extremely large and lucrative; therefore, understanding and overcoming the differences is well worth the effort. More than 50% of exhibitors who exhibit at IBC have already found great benefit in also exhibiting at the NAB Show in Las Vegas.
[bctt tweet =”The U. S. market is extremely large and lucrative; therefore, understanding and overcoming the differences is well worth the effort – IABM article on exhibiting in the United States”]
We are pleased to share a guide to help you navigate some of the differences between exhibiting in Europe and exhibiting in the U. S. that has been kindly been provided by the organizers of NAB Show.
And for those already familiar with exhibiting at NAB Show, Las Vegas, there’s some great news on a new initiative on drayage charges – so do please read on!
The stand (booth)
One difference you’ll note right away is that the size of the stand (booth) is calculated based upon square feet rather than square meters. Additionally, space is sold in 10’ x 10’ blocks, which are equivalent to 100 square feet (9.29 square meters), whereas, in Europe, the stands are sold in square meters and the stand spaces are different configurations.
Pay special attention to the rules and regulations about stand (booth) construction, which vary from those in Europe. As an example, a 10’ linear booths is restricted to an 8’ high backwall.
At the NAB Show, each year there are new features and attractions on the show floor, which keeps the content fresh and exciting for the more than 100,000 attendees who come every year. As a result, exhibitors tend to be in new locations each year rather than always being in the same space.
U. S. exhibitors typically exhibit in many shows annually; therefore, the stands tend to be reused, so they are constructed of durable materials and designed by an exhibit designer/builder. The stands (displays) are typically constructed to last 3-5 years with most of the components built in advance of the event to allow for easy and cost- effective installation in a relatively short period of time during move-in onsite. In the U. S., very little actual construction or painting is actually done onsite.
While raised floors are common for exhibits around the world, you might consider rethinking them in the U.S.. Raised floors can be beautifully designed and are not prohibited in the U. S., but because they’re less common, Americans often complain about them due to accidental loss of balance.
Also, remember that, while union electricians will lay cables under flooring and install monitors and lights, any extraneous devices you have will need to be 120v (or you will need to have appropriate adaptors), which is the voltage used in the U. S.
The players and their roles
Following is a description of the different contractors and the roles they perform in the U. S. exhibition market:
Show organizer – owns and produces the show, creates the content, and invites attendees and exhibitors to participate.
General service contractor – is selected by the show organizer for each U. S. event. For the NAB Show, the general contractor is the Freeman Company. The general contractor offers all the services an exhibitor would need to participate in the event. Services include everything from custom exhibit rentals, to flooring, labor, shipping and even marketing and experience design. The general contractor operates an exhibitor service center onsite where exhibitors can get help and arrange for any of their last-minute needs.
Exhibit designer/builder – is contracted by the exhibitor. The exhibit designer builds and stores the exhibit components. Additionally, the exhibit builder may be contracted by an exhibitor to manage their display and associated services for the many shows in which they participate throughout the year.
Exhibitor appointed contractor (EAC) – is selected by the exhibitor and or the exhibit builder. ECAS’s are typically hired to provide the labor to supervise, install and dismantle the exhibit and associated services onsite. ECAS’s can also provide furniture, rental displays, carpeting, audiovisual, and other services an exhibitor may need. All EAC’s must be approved by the convention center and show organizer to protect them from any accidents that may occur during booth setup.
Union labor – the workers who perform the different aspects of labor required at a show. Union jurisdictions vary from state to state and even venue to venue.
Show services
Some of the services which are provided at U.S. shows are ‘exclusive’, which means that exhibitors are required to use the sole official provider for that service. Services which are typically exclusive are drayage/material handling (see more about drayage below), electrical, plumbing, hanging signs/rigging, internet, and catering. These services are typically provided either by the convention facility or by the selected general service contractor.
All other services (furniture, tables, carpeting, rental displays) are optional, and exhibitors have a wide choice of very experienced vendors. They can order these services through the general service contractor, or they can arrange for these services through their choice of vendor.
The process
In the U. S., the process is typically as follows:
- The exhibit designer/builder fabricates and packs the stand (display) material.
- The freight company (carrier) transports the stand components to and from the convention center or exhibition venue.
- Material handling (drayage) is charged by official general contractor (read more about material handling/drayage below).
- The exhibitor has three choices to set up their stand (display):
- Exhibitors set up the displays and arrange for and manage the services themselves
- Exhibitors arrange for set up and services through the general service contractor
- Exhibitors hire an exhibitor appointed contractor to set up the display and manage services
The exhibitor may decide to supervise the installation of the exhibit and all the services required, or he may hire the general contractor or an ECAS to manage the entire process.
Material handling (drayage)
Material handling is the unloading of materials at the dock, delivery to the booth, storage of empty containers, and reloading of those materials back onto the outbound carrier (freight company) or personally owned vehicle.
Different than in Europe, material handling is an exclusive service that is performed by the general service contractor. In the U. S., this is an expense which cannot be overlooked. On average exhibitors can expect to spend as much as 15% of your final tradeshow cost on the transportation of booth items from a carrier’s delivery vehicle to the booth space and back again.
[bctt tweet =”On average exhibitors can expect to spend as much as 15% of your final tradeshow cost on the transportation of booth items from a carrier’s delivery vehicle to the booth space and back again – IABM article on exhibiting in the United States”]
Material handling/drayage fees are based on CWT (which is weight per 100 pounds). In the U. S., basic drayage rates can range between $85 per CWT to about $125 per CWT. There can be up to 24 different material handling categories and additional surcharges, and these can vary from show to show. Most trade shows process each loose item separately and calculate drayage fees using whole CWTs. This means, if you ship an item that weighs 409 pounds, you will be charged as though it weighed 500 pounds. So, be careful when packing items.
NAB launches revolutionary unlimited material handling rate plan
In a study conducted by Tradeshow Logic, NAB learned that exhibitors at the NAB Show were paying on average more than $6.35 per square foot for material handling/drayage. According to the same study, material handling/drayage accounted for approximately 13% of the exhibitors’ total spend services at the NAB Show. Though a detailed rate analysis revealed that the NAB Show rates for material handling were amongst the very lowest in Las Vegas, exhibitors still identified drayage as their biggest challenge due to the high cost and unpredictability of the expense. Furthermore, NAB learned that exhibitors were bringing less product and less desirable displays to the show in order to avoid the excessive material handling fees.
In response, NAB introduced a revolutionary new program. For a rate of just $3.85 per square foot – nearly a 40% saving – NAB exhibitors now enjoy UNLIMITED material handling. This new, simple, flat rate plan covers all items an exhibitor brings into the show – regardless of quantity, weight or volume. This new material handling model is a big shift intended to drive big results. It makes it infinitely easier for all exhibitors, domestic and international, to budget for this particular expense and participate in the NAB Show.
Summary
While exhibiting in the U. S. is different, the massive size and volume of the market makes understanding and navigating the differences well worth the effort. NAB is making transformational change to make exhibiting at the NAB Show easier and more cost effective.
[bctt tweet =”While exhibiting in the U. S. is different, the massive size and volume of the market makes understanding and navigating the differences well worth the effort – IABM article on exhibiting in the United States”]
If you would like more information about the differences and the costs of exhibiting at the NAB Show, take advantage of NAB Cares, a complimentary consulting service provided by NAB to help exhibitors evaluate their spending and exhibiting plans to not only help reduce expenses but also share best practices on how to maximize exhibiting ROI.
Contact NABCares@nab.org.
