1.1 Costs that you should factor into doing a show:

Exhibit space - The costs of exhibit space depends on the popularity of the show itself . Some shows are booked well in advance, and may not even have readily available spaces. At these shows, spaces can be very expensive.

Other factors for the space costs are the geographic location of the show and whether it is a union venue. So, for instance, exhibit space for a show in New York may cost you twice as much than that in a place like Charlotte NC (maybe even more, depending on the show and location).

You would contact the show producer/manager, or visit their web site, to find out the costs of the spaces. Many have online floor plans, which can be very helpful in helping you decide on an appropriate sized and located space. And, with this, you can then discuss the space costs with them.

Exhibit construction - This depends on what you are displaying and the space size. A simple 10’ x 10’ exhibit space may come with the basic pipe and curtained walls, a table and 2 chairs. This may be sufficient for you.

But, if you are taking a larger space, or decorating your own space - You must decide if you are going to simply move in and set-up yourself (using your products as display materials), or if you want the space enhanced with a nicely designed entranceway and walls. Here you must negotiate with the Official Service Contractor (decorating company) associated with the show. They can quote you a price or you may use your own decorating company (Exhibitor Appointed Contractor or EAC), based on the approvals and regulations of the show.

You must have a clear understanding of what you can do, and how you can do it, from the show producer’s exhibitors manual. And, again, the costs will vary greatly, depending on the location of the show and if it requires their laborers or union laborers.

Electric and Carpeting: There are specific charges for these items that should be understood from the exhibitor’s information package. You must decide what your needs will be - And, this will come from your floor plan. Again, the prices vary according to location and labor/union regulations.

Is carpeting important to you? It may be, if you are standing in your space for 8 hours a day. Also, it can add a nice touch to your space.

The same with lighting - How bright is the overhead lighting? Is it sufficient to light up your space? Or, if your neighboring exhibitors have lighting, will it make your space seem dim? Perhaps you want to highlight your space with an extra flood light, or highlight part of your display or products with a spot light. Speak to the Official Service Contractor of the show - They are experienced, and genuinely helpful in these matters.

Will you need electrical outlets? - There may be some outlets in the floor of the exhibit space. But, you must find out the terms of using those outlets. Or, if you would need a good number of outlets, you would have to find out about the availability, installation and costs.

Video Equipment - Find out what the regulations are about the usage and set-up of this equipment. Again, you may be subject to the venue’s labor regulations.

Catering - In many venues, you will have to use their catering facilities if you are going to have food or drink available to your exhibit attendees, or if you are going to host a special event at the show or in your exhibit space. Find out the full costs, and any additional charges, such as gratuities.

Drayage: This is the cost that may be charged for the conveyance of your exhibit materials/samples onto the show floor, and into your exhibit space. And, the costs are based on the regulations of the venue.

If their labor/union regulations restrict what can be done by the exhibitors, you may have to pay the Official Service Contractor a fee for handling this for you. Though, it may already be included in the price of the exhibit space. So, again, get a clear understanding of this.

Clearly understand the regulations regarding the shipping of your materials to the show. This is important for smaller exhibitors - For instance, you may be charged higher fees if the materials are not palletized.

Brochures and Catalogs - You may already have these on hand. But, if you have to print some for a show, you must determine how many you may need. Printing catalogs, and even nice brochures, is costly - You should be realistic about how many you will actually hand out at the show.

Preparation of products/samples - You may simply be using what you have in stock or making new pieces. If you are doing a consumer show, you would simply be selling your stock items at the show.

But, if it is a trade show, you must keep in mind that your show samples represent your qualifications as a supplier. So, careful attention should be focused on the production, shipping and handling of your samples.

Shipping of samples and materials to the show - These are your display items - They must be handled safely, and get to the show in time. Also, factor in the costs of shipping and handling to their destination after the show (if they are not sold there).

Advertising - You may be offered a package by the show producer that includes advertising/listing in the show brochure. You may also want to have an advertisement/announcement in any of the trade journals, newspapers or other media.

Mailing lists - They may help…But, it is your decision. You can typically buy them from associations or trade journals. If you decide to send out announcements/invitations, factor in their costs, as well as the printing and postage.

Insurance - Get a good idea of the liability of the show producer. You may want to get insurance for the display materials, or your own company liability insurance may already cover this. Find out from your insurance agent.

Hotel - My suggestion is to look for a hotel near the show. Book it as early as possible. Typically, hotel rooms become very scarce and pricey during any major show (especially in large cities, where there may be a multiple of other things happening during the time of the show).

Travel - Again, book your trip as early as possible. Find out all costs of getting to your hotel from the airport, if it is worthwhile to rent a car (depending on show location) and transport to and from the show if needed.

Parking - If you’re are renting a car, or bringing your own car, find out about parking at the show venue and the hotel. In some cities this can be costly.

Meals - This depends on your habits. But, factor in the possibility that you may be entertaining at the show. Or, if you are providing meals to those working with you at the show.

Find out where you will be eating. Do a little research about the restaurants nearest the show venue and your hotel. Food at the venue concessions may be pricey, and it is the same at many hotels.

Licenses and Taxes - This is a factor if you are doing a consumer show. If you are selling products at the show, you may be required to have a Certificate of Authority (or sales tax registration). Consult with the show producer about this.