Trade Show and Event Planning

Brief Excerpt from Industry Overview Chapter:

The US trade show and event planning industry includes about 3,500 companies with combined annual revenue of more than $7 billion. Major companies include Freeman Decorating Services, George P Johnson Company, TBA Global, and Viad. 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...