Paradigm Shift – Custom to Custom/Modular to Modular/Custom

What has emerged in the past decade in the exhibit world is a paradigm shift from emphasis on custom builds to now a more modular/custom designs. This has been brought about by a couple major factors.

•    Logistics of owning  custom exhibits
The more traditional custom builds from the 90’s and the first half of the last decade were very heavy and burdensome from a logistical standpoint. This meant to the consumer a very hefty price tag after the sale of your exhibit. Custom houses strategies and business plans were built on this platform. They made smaller margins on the sale of an exhibit, but made large margins on the logistics of the exhibit. Storage, transportation, refurbishment, travel, and installation and dismantle were major profit centers for custom houses.
•    Green initiative
Because of the heavy and cumbersome custom exhibits they just are not very green friendly. From the materials used in the exhibit to the transportation and logistical issues these type of exhibits just do not meet the requirements of a green build.
•    Economy
We have endured a very difficult decade. Small start up companies to major corporations have had to analyze all budgets within their organizations. And of course the marketing budget were slashed in many cases. Because of this a more light weight modular solution once not even considered has gained in popularity and has become a viable option for all ends of the business spectrum.  Because the SMART companies understand that in down economic times the need to turn up the marketing message is critical! So by saving money on the back end of these exhibits your could stretch your marketing budget
•    Durability
Custom exhibits based off the number of shows have a shelf life of typically 3 years. You are then faced with a large refurbishment bill or a brand new build. The modular/custom exhibits products last for well over 10 years and beyond. And because the exhibits are modular by nature you can use these in many different configurations
•    Reconfigured exhibit
Once again since these are “modular” exhibits your 30×30 island can also become a 20×20, 10×20, and 10 foot exhibit.  And with the shows getting smaller and more targeted by nature you are not forced into a large exhibit space by the dimensions of your exhibit.
There is no question that the lighter weight modular solutions are here to stay and will continue to dominate in the future. The question to the consumer now is how do I take a pre-engineered system and stand out. The best comparison would be found from the housing industry.  Custom builds allow you the full spectrum of options. Where pre-fabricated houses in a planned community may offer 4 different designs to choose from with various finishing options.
So the challenge in today’s exhibit designs is how to put those finishing options on those prefabricated pieces that this industry offers. So understanding your options under these new criteria becomes your biggest challenge.
The following are a few suggestions on how to look different in a prefabricated world of exhibit design.
•    Look for exhibit houses that consistently upgrade and develop new prefabricated product lines. Skyline for example has released 3 major new product lines in the last year alone. By allowing you different modular product lines to choose from you can stand out architecturally by taking advantage of new systems. These products typically take 4-5 years to penetrate the marketplace so by getting them while they are new you can stand out. Click here to view the three new product lines that Skyline offers.

•    Look at rental options. Great way to change your appearance year to year. And if you specifically ask to have your graphics designed to work for 2 or 3 different options you can keep your costs down in upcoming events.

•    If you want to bring in a more sophisticate custom look you can design your work stations in the more traditional custom approach. There will be added weight but since 90% of your exhibit will still be modular this added cost may be acceptable.

•    Bring more lighting options into your design. This can bring a visual element to give you that more custom look.

•    Make your visual/audio presentations areas more creative. Many times this is an afterthought in design. Make it a requirement.
Most exhibit houses have accepted this paradigm shift and now call themselves “Custom/ Modular” exhibit houses. In reality a more apt description would be “Modular/Custom” exhibit house. It’s just does not sound as sexy. But bottom line the bulk of designs being done right not are 90% modular and 10% custom. Embrace that philosophy and make sure that you use all of the advantages of a lightweight “Modular/Custom” design in your next exhibit.

Chuck Boyle
CEO, Skyline Northern California

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Putting Color in its Place

When I walk into most trade shows today, I still can feel overwhelmed by the competition of visual effects that stand before me. Tall structures with bold logos and  large format graphics….spinning towers… rear lit  hanging signs are all out there to get my attention. What is it that really does catch my eye?  Plain and simple, it is the smart use of  color. I honestly feel it can help make the difference between blending in… or standing out against your neighbor.

Smart color accents:

Small booths are no exception to this concept. I really like how the conservative grays of the hardware, backdrop and flooring of the Con+text exhibit are brought to life with the contrasting orange and green accents. Simple, yet effective.

Contrasting colors:

3PAR- Color against color. Yellow against purple. Did you know that complimentary colors have the greatest contrast and  will pop most when placed against each other. What a great way to get those bridges and large banners to catch your eye from afar!

Black tones down bold color

Wow… The Chick Chocolates design almost glows in the dark, but the smart use of a black carpet actually tones down and frames the bright pinks, yellows and greens. And as a bonus , it helps bring your focus to the “Chicks” figures throughout the space

Multiple color mix

Using bold and large color blocks, Broder shows how multiple colors, one on top of color as well as next to another, can really stand out. Notice how the  white booth hardware gives it extra punch as it also frames matching color products.

After all, isn’t  your booth actually a work of art?

Mary Hutton-Ladner
Skyline Displays Bay Area
Skyline Displays Northern California

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Maximizing that Pricey 100 Square Feet of Tradeshow Real Estate

Everyone loves to get their money’s worth, including tradeshow exhibitors. After helping many clients successfully improve their display’s effectiveness over the past several years, I have put together a few basic guidelines which you can experiment with. Whether you are retrofitting your pop-up, reconfiguring modular hardware, or starting from scratch,  just a little creativity can go a long way.

1- Utilize your entire  floor space… both side to side as well as front to back. While I do not encourage overcrowding, I like to see the use of more  than one table  in a 10 x 10 space. Look how well  West Liberty Foods utilizes both aisles not only to greet attendees,  but also to showcase a special product with impact and visual appeal.  And phin nicely positions two tables to give themselves extra workspace and bold branding.  Don’t overlook the use of smaller and very affordable hardware items such as banner stands  or  information placards  for complimenting  your back-wall marketing message. With their multi-function capabilities of video, product and literature display, these are great ways to bring your message closer to the aisle.

2- There’s an extra 6” of space above the top of your exhibit hardware! Most standard 10 x 10 units are manufactured at 7.5’ which gives you the opportunity for some “out the box” thinking. Try something bold with a profiled headers like Baden’s or phin’s.  Or more simply, a velcro detachable marketing message  in a brightly colored circle or starburst shape will even get some extra attention.

3-Creative flooring is probably the most overlooked tip of all. Any booth will change appearance sitting on a different color flooring. So, if  red or black carpeting might be a bit bold for your next show, with the range  of color options now available, you can so easily go beyond beige or gray to look different as well terrific!

PS…this is the perfect place to add a company logo if the budget allows.

I think B. Telzer Gear did it just right!

Mary Hutton-Ladner
Skyline Displays Bay Area
Skyline Displays Northern California

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Vancouver: Hot Trade Show Venue, an International Delight

In late April I traveled with a client to Vancouver, British Columbia to supervise the installation of their exhibit at the RIMS trade show.  Having last been in Vancouver in the late 90′s, I was impressed with how much the city has grown.  Today, Vancouver is one of the most cosmopolitan cities on the west coast of North America. A city with nearly 600,000 residents, Vancouver has an incredibly vibrant economy and for the last decade has been experiencing unprecedented growth.  A large port city with major import export ties to Hong Kong, Vancouver is also now 2^nd only to Hollywood for film production.  The city is also home to key national industries including forest products and mining and is quickly becoming a Canadian Mecca for biotech and software development companies as well.

Vancouver lies in a spectacular setting surrounded by coastal mountains and beautiful waterways.  Most if not all of the deluxe high-rise condos built along the waterfront district are sold out prior to ground breaking. This in large part can be attributed to the enormous inflow of capital from Hong Kong immigrants since the 1990′s. But it’s the city’s charm that is most appreciable.  The city is home to one of the greatest parks in the world, Stanley Park – the city’s top tourist destination.  English Bay is home to many restaurants, beach front parks and waterfront walkways and Vancouver harbor offers float plane tours all day, which one can hear from inside the convention center.  Today, the city is consistently voted to be one of the most livable cities in the world.  It is exceptionally friendly, clean – and very green with respect to recycling.

For a city that already has everything, it was a case of the rich getting richer when the city landed the 2010 Winter Olympics.  The area is home to two world-class ski resorts in Whistler and Blackcomb as well as several other ski resorts within 30 minutes of downtown.  The city used the massive influx of capital generated by the Olympics to expand its infrastructure including the installation of a state of the art rail system and a large new media center, which is now the new convention center – Canada Place West.

To date, RIMS is the largest trade show at this new exceptional facility. Its 466,500 square feet are more than enough to satisfy the requirements of most large trade shows. In addition to breath-taking views and exquisite dining, the facility also features the largest living roof in the world.  Located within walking distance from Robson Street, one has easy access to fabulous dining and exciting night life entertainment.

The overall setting the city of Vancouver offers for a trade show host city is one of the most impressive and enjoyable you will experience. If you have never been before, it’s time you visit. And if you have, then you already know that encouraging your industry to host future events here is a must. Be prepared for a humbling experience when it comes to the friendly nature of the Canadian people.  Perhaps it helped that their beloved Canucks were continuing to advance in the NHL hockey playoffs. Nonetheless, an unforgettable experience awaits and the future looks bright for this future home to more and more larger trade shows and events.

Berkeley Dowd
Skyline Displays Bay Area
Skyline Displays Northern California

Filed under: Berkeley Dowd, Experiential Marketing, RIMMS, Risk and Insurance Management Society, Show Tips, Trade show convention | No Comments »

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Make logistical cost part of your trade show design criteria.

After visiting the Exhibitor Show 2011 a few weeks ago, it has become apparent that the industry has morphed to the Skyline model of custom modular. Because of that I started thinking more about the logistical costs associated with owning an exhibit.

With systems becoming lighter in weight in general why not demand that the logistical cost be associated with any exhibit design. Because we all now look at every penny of our trade show budget why not attack the single item (logistics) that creates the most demand on our marketing dollar!

In the example shown we have designed an custom-modular Skyline exhibit that comes ships in only 2 pieces. One 4′ x 4′ x 8′ crate & one monitor case 50″ x 24″ x 46″ (AV  anvil case not pictured)

The difference alone in shipping, drayage, and installation and dismantle is $25,000 cost per show. Multiply that over the life time of an exhibit the numbers becomes staggering. The exhibit shown below is priced at $56,000. You can justify the cost of a new exhibit after just 2 shows. And keep in mind this does not include storage, in and out fees, material handling fees, and labor to upkeep your exhibit.

So demand from your design team that they incorporate in the design process the logistical demands of the exhibit. I know that you will find that justifying a new exhibit purchase will become much easier in your next marketing meeting.

Chuck Boyle
CEO, Skyline Northern California

Filed under: Chuck Boyle, Creative Marketing, Envoy, Envoy Phase II, Exhibit Rentals, Island Design, Show Tips, trade show booth designs, trade show marketing | No Comments »

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Premier Home and Community Builders – PCBC

The PCBC 2010 Show in San Francisco, CA at the Moscone Convention Center this past June 9th – 11th. PCBC www.pcbc.com  in it’s more than five decades of existence is a great foundation for companies in the building industry to showcase their new and unique products and services. PCBC is sponsored by the California Building Industry Association www.cbia.org .

After more than five decades the PCBC Show is still a successful tradeshow to exhibit at and to attend. The PCBC tradeshow used the entire North Hall and more than 300 exhibiting companies. The amount of square footage for the Show was more than 60,000. There were more than 9,500 Industry Professionals that attended the three day event to learn and network among the top Building Professionals and see the latest trends in market place.

Here are some great Statistics on the PCBC Attendee:
PCBC attracts Senior Level Executives (CEO/ Principle/ General Manager) – 52%
Represent Major Builders – Avg. Company Volume – over 50 million – 22%
Purchase Building Products/ Services for their Companies – 80%
Rate PCBC as very valuable or valuable for evaluating and comparing products – 69%

Save some Money:
If you exhibited last year and plan on Exhibiting at PCBC 2011 then you can get a 10% discount on booth space and a 5% discount on material handling from Champion – the Show Services Supplier.

Large custom modular exhibits being used more at the tradeshows. The main reason for this is costs. You can save 15%-30% on your total Show expenses. Custom Modular primarily means that standardized components are used to use custom configurations and designs. The use of fabric has become very popular for the installation and dismantle of booths as well as to lower freight bills.

Here are just a few of the companies that have some interesting products or services on the Exhibit Floor:
Architectural Facades Unlimited, Inc.
Architectural Facades Unlimited, more than 25 years has been creating the most outstanding ornamental cast-stone products for residential homes, restoration projects and commercial properties throughout the nation. The beauty of Cast-stone is that you can virtually make any shape you can imagine and have the look and feel of natural stone. Architectural Facades’ creates finishes that range from English Granite, Sandstone, Rustic and French Limestone to Italian Travertine which is applicable to any shape whether it is Columns, Mantels, Fountains, Balustrades, Spheres, Veneers, or Moldings.
www.architecturalfacades.com

Delta Products Corp.
Delta Group is the world’s largest provider of switching power supplies and DC brushless fans, as well as a major source for power management solutions, components, visual displays, industrial automation, networking products, and renewable energy solutions. Delta Group has sales offices worldwide and manufacturing plants in Taiwan, China, Thailand, Mexico, India and Europe. As a global leader in power electronics, Delta’s mission is, “To provide innovative, clean and efficient energy solutions for a better tomorrow.” Delta is committed to environmental protection and has implemented green, lead-free production and waste management programs for many years
www.deltaww.com

Kelly-Moore Paint Co., Inc.
Kelly-Moore is the largest employee-owned paint companies in the United States. With approximately 163 retail stores, major manufacturing facilities in the West, and approximately 1,500 employees, we enjoy a reputation as leaders and innovators in the paint industry. The success of our company is based on our commitment to quality products and personalized service.
www.kellymoore.com

Nana Wall Systems, Inc.
Perceiving an unmet need for flexible solutions to large architectural openings, the founders of Nana Wall Systems delivered their first wood-framed, opening glass wall in 1986. Three years later, Nana Wall Systems, Inc. was incorporated, with the mission of finding, creating, and delivering an ever-broadening array of flexible design solutions. In 1996, Nana Wall Systems entered into partnership with Solarlux of Germany, the world leader in operable glass wall technology. Today, with manufacturer’s representatives throughout the continent, Nana Wall Systems is the dominant provider of opening glass walls in North America.
www.nanawall.com

Simpson Strong-Tie Co., Inc.
For more than 50 years, Simpson Strong-Tie has focused on creating structural products that help people build safer and stronger homes and buildings. A leader in structural systems research and technology, Simpson is one of the largest suppliers of structural building products in the world.
Simpson’s commitment to product development, engineering, testing and training is evident in the consistent quality and delivery of its products and services. Simpson Strong-Tie® product lines include structural connectors, Strong-Wall® prefabricated shearwalls, Anchor Tiedown Systems for multi-story buildings, Quik Drive® auto-feed screw driving systems and Anchor Systems® anchors and fasteners for concrete and masonry.
www.strongtie.com

The PCBC 2011 is going to be held June 22- 24 2011 Please check out the Exhibit Information page http://www.pcbc.com/theshow/Exhibiting/BecomeAnExhibitor/becomeanexhibitor.html

For ideas or comments for PCBC 2011 please contact me at amontano@skybay.com

Anthony Montano
Exhibit Consultant
amontano@skybay.com

Filed under: Anthony Montano, Creative Marketing, Exhibit Rentals, PCBC 2011, Show Tips, trade show booth designs | No Comments »

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American Society for Radiation Oncology (ASTRO)

The 52^nd Annual Meeting of the American Society for Radiation Oncology (ASTRO) www.astro.org in San Diego, CA at the San Diego Convention Center this past October 31^st – November 4^th. What a great venue and city and home to the west coast’s Marine Corps Recruiting Depot (MCRD) and Naval Base Coronado.

This year’s ASTRO was by far one of the largest Tradeshows in its’ 52 years. The tradeshow used Halls B2 – G and more than 283 companies exhibited. The amount of square footage that was used for the show was more than 35,000 sq. ft. Also there was more than 12,000 Attendees to explore and conduct business on the show floor.

The ASTRO Show has been around for 52 years and so have some of the companies that Exhibit but there also has been some changes with the turbulent world economic climate. Some new and old companies have emerged as players in the Radiation Oncology market.  I was amazed at the large custom modular exhibits being used at the Show. According to my observation there were about 60% had some type of custom modular component to their exhibit property.

Custom Modular primarily means that standardized components are used to use custom configurations and designs. Majority of the booth structure incorporates fabric because of the versatility and cost of use. The fabric can be used in many different ways such as main graphics, layers to provide a 3-D look, double-sided print coverage, sheer drapery, back lighting possibilities and much more. It also can save you money on shipping, drayage and installation and dismantle.

Here are just a few of the companies that seemed to stand out on the Exhibit Floor:

Accurray Inc.

The CyberKnife® Robotic Radiosurgery System treats tumors anywhere in the body non-invasively; automatically tracking, detecting, and correcting for tumor and patient movement in real-time throughout the treatment.

www.accuray.com

ACP Composites

ACP Composites specializes in the design and fabrication of high quality radiolucent carbon fiber diagnostic imaging components and accessories. These include carbon tabletops, covers, arm boards and fixation components. ACP provides concept development, rapid prototyping and a wide variety of composite materials. With over 20 years of composite manufacturing experience, ACP is uniquely qualified to help you succeed.

www.acpsales.com

Broncus Technologies

LungPoint® Software provides tools to easily plan and review the bronchoscopic placement of lung fiducial markers. Accurately, quickly and cost-effectively navigate to locations in the lungs with Virtual Bronchoscopic Navigation.

www.broncus.com

Carl Zeiss

Radiation therapy using the INTRABEAM System from Carl Zeiss provides a radiotherapy treatment options derived from a philosophy that utilizes a clinical- evidence based approach to patient care. By combining an individualized treatment with internal, low-energy, x-ray radiation, the INTRABEAM Radio- therapy System enables a less invasive cancer treatment option.

www.meditec.zeiss.com/radiotherapy

IntraOp Medical

IntraOp Medical provides innovative technology solutions for the treatment and eradication of cancer. Founded in 1993, IntraOp is committed to providing the tools doctors need to administer radiation safely and effectively to all patients with cancer.

Xoft, Inc.

The Axxent eBx^TM System may be used for accelerated partial breast irradiation after lumpectomyandfor irradiation in endometrial, skin and intraoperative cancer treatments.

www.xoftinc.com

The 53^rd Annual Meeting of the American Society for Radiation Oncology (ASTRO) is going to be held Oct. 2 – 6, 2011 Please check out the Calendar of Events http://www.astro.org/Meetings/CalendarOfEvents/index.aspx

For ideas or comments on ASTRO 2011 please contact me at amontano@skybay.com

Anthony Montano
Exhibit Consultant
amontano@skybay.com

Filed under: Anthony Montano, ASTRO, Island Design, Show Tips, Skyline Booth Sighting | No Comments »

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Form Follows Function: Denmark Pavilion, Shanghai 2010

Based on the concept of “welfairytales” — a blending of “welfare” and “fairy tales” — Hans Christian Andersen’s native country authors a new fairytale for an ecology-minded era. The centerpiece of the pavilion is the statue of the Little Mermaid, which was brought to Shanghai from its home in the Copenhagen harbor where it has sat since it was unveiled in 1913. Denmark also shipped a supertanker full of water from the harbor — where, after years of rank pollution, Danes can now swim, thanks to various Green efforts. The statue and water form the pavilion’s Harbour Pool, whose soft aqua lighting illuminates the ground floor as well as the VIP area below it.

While bikers wheel around, visitors can take in the trio of presentations: “Tales of how we live,” “Tales of what we love,” and “Tales of where we’re going.” In “Live,” Danish director Martin de Thurah shows how the average Dane’s lifestyle is centered on sustainability, while in “Love,” photographer Peter Funch’s pictures spin stories of Danish people’s lives. “Going” completes the trilogy, illustrating how Danish-Chinese cooperation can improve city life. Their souls nourished, attendees can sustain the rest of themselves by biking or hiking to the roof, where a café serves traditional Danish foods in picnic baskets.

Original post: Exhibitor Online

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“Humanity in Symbiosis with City and Planet”

EXPO 2010, Shanghai, China

The Urban Planet pavilion earned judges’ top scores in the Best Use of Technology category with a pair of immersive presentations, the first of which attendees reach at the pavilion’s summit. Visitors stand above a 105-foot-diameter globe that is actually an image projected onto the surface of a hemispherical screen. The second presentation — a 360-degree video entitled “The Only Earth We Have” — takes place inside “the Earth,” i.e., beneath the domed surface upon which the first presentation is projected. The presentation depicts an Earth that goes from unsullied oasis to industrialized blight to a post-carbon Eden.

Sarmistha Tarafder

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Exhibit Construction Guidelines – Get to know them

There are some standard display rules and regulations for exhibiting at Tradeshows and Expositions in the U.S.A. Even the Veteran Trade show Manager or Coordinator needs to refer to the Rules and Regulations periodically to make sure they are in compliance and Show Management doesn’t have to tell them to modify their booth structure on-site.

These Rules and Regulations can act as a guide for you and your Exhibit Team. If you know the industry standard for the rules than you may be able to push them a little but it all depends on Show Management. It is always good to have good Exhibit and Trade show etiquette meaning do not do anything to that may hinder or prevent exposure and attendee traffic to your Exhibit floor neighbors.

Here are three of the most common booth display rules:

Standard/ Linear Booth:

Standard/ Linear Booth are also called in-line booths. They are generally arranged in a straight line and they have exhibiting neighbors on the left and right of them, having only the front exposed for attendees. Linear Booths are most commonly 10ft. (3.05m) wide and 10ft. (3.05m) deep. Typically referred to as a 10ft. x 10ft. The height of the back wall is limited to 8ft. (2.44m). This back wall height is key to consider when designing your booth property. Corner Booths are always good booth locations. You can usually take down one of the 3ft. side rails on the side exposed to the aisle.

Perimeter Booth:

A perimeter booth is a linear booth that backs to a perimeter wall of the exposition facility and not to another exhibiting neighbor. All guidelines for a linear booth apply to perimeter booths except that the typical maximum back wall height is 12ft. (3.66m).

Island Booth:

An island booth is any size booth exposed to aisles on all four sides. Island booths are typically 20ft. x 20ft. (6.10m by 6.10m) or larger, although it may be configured differently. The use of the entire space may be used. The maximum allowable height typically ranges from 16ft. to 20ft., including signage.

If you have any questions or concerns for you booth or booth space at any show please contact me and I will tell you what the Rules and Regulations are for that Show.

Anthony Montano
Exhibit Consultant
amontano@skybay.com

Filed under: Anthony Montano, Exhibit Rentals, Island Design, Linear Trade Show Booth, Show Tips | No Comments »

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