Trade Show & Event Planning Services
Description
Companies in this industry organize, manage, operate, and promote trade shows, conventions, conferences, and meetings. Major companies include Freeman Company and Pursuit (both based in the US); Hyve Group, Informa Markets, and Reed Exhibitions (all based in the UK); and GL events (France).
As businesses expand internationally, trade shows and corporate events are attracting attendees from around the world. Emerging markets continue to drive global growth. The global exhibit market is expected to reach $64 billion at nearly 4% compound annual growth rate (CAGR) between 2025 and 2032, according to the Market Data Forecast. The largest market for exhibitions is the US, followed by Germany and China, according to Arizton.
The US trade show and event planning industry includes about 5,000 establishments (single-location companies or units of multi-location companies) with combined annual revenue of about $16 billion. Organizers of performing arts and sports events are not included in this 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 key staff members. 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 US industry is fragmented: the top 50 companies generate slightly less than 50% of revenue.
PRODUCTS, OPERATIONS & TECHNOLOGY
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. Companies typically get their revenue from public relations event management, and convention and trade show organization (about 95%). Other services include sports and performing arts event organization and full public relations services.
Most shows and events are one to three days long. Planners need to have a good understanding of the local market, and they benefit from building relationships with conference centers and area hotels. 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 spaces. 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.
As businesses expand internationally, trade shows and corporate events are attracting attendees from around the world. Emerging markets continue to drive global growth. The global exhibit market is expected to reach $64 billion at nearly 4% compound annual growth rate (CAGR) between 2025 and 2032, according to the Market Data Forecast. The largest market for exhibitions is the US, followed by Germany and China, according to Arizton.
The US trade show and event planning industry includes about 5,000 establishments (single-location companies or units of multi-location companies) with combined annual revenue of about $16 billion. Organizers of performing arts and sports events are not included in this 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 key staff members. 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 US industry is fragmented: the top 50 companies generate slightly less than 50% of revenue.
PRODUCTS, OPERATIONS & TECHNOLOGY
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. Companies typically get their revenue from public relations event management, and convention and trade show organization (about 95%). Other services include sports and performing arts event organization and full public relations services.
Most shows and events are one to three days long. Planners need to have a good understanding of the local market, and they benefit from building relationships with conference centers and area hotels. 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 spaces. 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.
Table of Contents
- Industry Overview
- Quarterly Industry Update
- Business Challenges
- Business Trends
- Industry Opportunities
- Call Preparation Questions
- Financial Information
- Industry Forecast
- Web Links and Acronyms
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