Creating themed areas by educational content (trend, technology set, new regulations, and demonstrations) or by product category can open up many new opportunities for both current and new exhibitors, while creating a more cohesive and engaging show floor.  Just like the diamond or fashion districts inNew York, sometimes everyone in a category benefits by being together.  This is especially true when introducing a new product category to your event; every exhibitor involved is more comfortable that they are making the right decision when you prove your seriousness about supporting them with an area and promotion.

Typically exhibitors in themed pavilions are offered a specific booth package put together in conjunction with the general services contractor.  This ensures that the area looks consistent, but also makes it much easier and more cost-effective for smaller or new exhibitors who may not exhibit otherwise.  A typical package might include:

  • Wall Structure – Traditional booths: Hard wall panels
  • Wall Structure – Elite booths: Vinyl covered hard wall panels
  • Graphic Header – Company name
  • Carpet
  • Power for Showcases – 1000 Watts per 100 square feet
  • Drayage and labor for installation and removal of structure
  • Overhead banner
  • Lead retrieval devices

Creative show organizers think beyond the operational aspects listed above and include specific marketing benefits, such as:

  • A shared theater space for scheduled presentations within the area
  • Special promotional section of show guide
  • Themed area promotion piece describing technology and including blurbs for each exhibitor
  • Related content track in conference
  • Call-out of area in attendee marketing materials
  • Directional signage promoting the Pavilion throughout the show

Themed areas are generally in-line 10×10 booths, either pipe-and-drape or hardwall packages.  But many exhibitors, depending on the type of product, do very well in pre-fabricated “pod” structures.  More of them fit into the area provided, and it provides a new look to this section of the floor.

Themed Exhibitor Areas and Pavilions

Some examples of themed areas and pavilions:

New Exhibitors (Start-Up City, Innovation Alley):  Set your own rules for this space; such as in order to participate it must be the exhibitor’s first time at the event; exhibitors can only stay in the pavilion for two years; or must have a new product released in the past year.

Areas themed by product category:  While a small number of show producers organize their entire show floor by product category, others only select certain product categories for special attention.  This works for:

  1. a product category you are introducing to the show floor
  2. a new technology with multiple vendors, where the pavilion helps the show organizer explain the new technology which makes it easier for each exhibitor to discuss their version
  3. a product category in which most exhibitors tend to be small, and get lost mixed in with larger exhibits
  4. a set of products that tend to be purchased only by a certain subset of attendees

Display areas:  A featured area in a non-booth format to showcase a certain type of product.  The Sweets & Snacks Show is primarily food products, so the Merchandising options are showcased in their own space that encourages more participation.  These areas can be sold to existing exhibitors as a supplemental display area or to a new set of vendors.  Generally these would be sold by the product included rather than by company (some would include multiple products) or by square foot.  Greenbuild is primarily about sustainable building materials, but it makes great sense to allow some green furniture products to set up branded lounges, priced as a flat sponsorship fee.

Semi- or non-endemic product categories:  The homeopathic remedies at a primary care event or the luxury items at a high-end medical specialty event are non-endemic additions to a show.   While these unique products can be mixed in with the rest of the exhibitors,  they are often more successful in their own areas.  And a dedicated space demonstrates to these exhibitors that show management is focused on their success.