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Exploring Your Modular Trade Show Booth Options

January 22nd, 2024 Mel White COMMENTS
Modular Trade Show Booth

The trade show exhibit industry loves the word “modular.” And specifically, the phrase “modular trade show booth (or exhibit).” It’s a flexible term (pun intended), which can describe a $3000 portable inline display or a $300,000 custom island exhibit. Both are technically modular since they can be built using modular components or designed to reconfigure to another size or shape. 

In other words, modular, as a feature and/or a benefit, depends on the context. Understanding the context is important when shopping for an exhibit and knowing what questions to ask the display provider – whether you’re shopping on a display website or meeting face-to-face with a local exhibit house. 

Modular Trade Show Booth Options: An Overview

While modular exhibit designs have always been popular, more exhibitors are requesting modularity as one of their purchase requirements because of tight marketing budgets and rising trade show costs. They need solutions that offer more “bang for the buck.” This typically comes down to two things:  1. The ability to expand or contract a display depending on the show and 2. The ability to pack and assemble a display quickly and efficiently using a catalog of interchangeable and replaceable components.   

Ask yourself, how much modularity do you really want? If all you really want is a 20 ft. inline display that configures down to a 10 ft. display . . . that’s easy. There are lots of choices from basic to boffo. However, if your goal is to transform a 20 x 30 island into a  20 x 20 island, a 10 x 20 inline, a 10 x 10 inline, and a tabletop display, then it gets considerably more complicated.

There are multiple ways to achieve that goal. The end result, however, may resemble a hippo-elephant-donkey-cat. And, if you’ve ever spent any time breaking down an exhibit at the end of a show, you know that the best-laid plans of organizing all those parts and pieces for the next “smaller” show is often sacrificed to make your 7:15 p.m. flight.

modular trade show examples

Understanding the Modular Definition in the Context of Trade Shows

Let’s consider modular from a different perspective — portable modular vs custom modular. In case you didn’t know, a portable trade show display can ship via UPS or FedEx. A portable modular display typically has more features than just a portable exhibit, such as modular counters, monitors, shelves, workstations, backlighting, etc. In other words, it’s more than just one big graphic.

A custom modular gets a little trickier depending if the emphasis is on “custom” or “modular.” Modular exhibit builders are often taking modular components and putting them on steroids. The parts may be bigger, fancier, and generally packed in small wood crates or roto-molded tubs. Each component tends to be lightweight to save on shipping but there may be lots of components. Custom builders are taking large custom components and either breaking them into smaller components or rearranging them to work in multiple pre-configured displays. Generally, there are more shipping crates, but the assembly time may be reduced. It will cost more to ship it, but you may save time on installation and dismantling.

The Advantages of Choosing a Modular Booth

Modular trade show displays are a popular choice for exhibitors whether they’re newbies to trade shows or exhibition veterans. Here are some of the advantages and benefits:

1. Versatility and Flexibility:

Mix and match components:  Modular trade show booths are often constructed using interchangeable components, like panels, shelves, and counters. These components can be reconfigured to create customized layouts depending on the show. This flexibility offers exhibitors the ability to tailor their brand and budget to specific trade shows. 

For example, one show may necessitate lounges and meeting spaces to interact with attendees while another show may prioritize interactive gaming or product demos. Modular design allows exhibitors to shift their marketing depending on their audience. 

2. Cost-Effectiveness:

Long-term investment:  Modular displays are generally more affordable over the long term since the designs are not configuration or size-specific.  The reusability of the components means greater cost savings in the long run. 

Reduced shipping and storage costs: The lightweight and compact packaging of modular components makes them cheaper to ship and store compared to bulky booths.

3. Ease of Use:

Simple assembly and disassembly: Modular displays are designed for quick and easy setup and takedown, often without requiring professional help. This saves you time and money on installation and dismantling at trade shows. 

Freight: The lightweight components make them easy to transport, reducing shipping costs and hassle.

4. Sustainability:

Reusable components: You can reuse the same modular components for multiple events, minimizing waste and environmental impact.

Durable materials:  Modular displays are typically made from high-quality, durable materials that can withstand repeated use and transportation.

5. Contemporary  Designs:

Modern and sleek aesthetics: Modular displays offer a clean and contemporary look that can make your booth stand out from the crowd.

Customization options:  Many modular systems offer a variety of graphic panels, lighting options, and accessories to personalize your display and reflect your brand identity.

Overall, modular trade show displays offer a versatile, cost-effective, and easy-to-use solution for businesses of all sizes to make a big impact at trade shows and events.

Innovative Designs in Modular Displays

Below are examples of innovative modular trade show booths. But this is just the tip of the iceberg when it comes to modular design. Browse through Exhibit Design Search, a comprehensive database of over 1500 exhibit designs. But don’t stop there. Most displays can be modular if the exhibit designer understands your requirements. 

Portable Modular | SYK-1002 and SYK-2002 

modular booth

These Symphony Portable Display fraternal twins offer multiple benefits. Not only can exhibitors easily switch between 10 ft. and 20 ft. inlines, but they also allow two slightly different 10 ft. designs. In addition, the Symphony’s modular components means they can add accessories like literature trays, iPad enclosures, and counters as their marketing needs evolve. Plus, it packs in flat-pack cases for convenient shipping. 

Hybrid Modular | VK-1362, VK-2400, and VK-5124

modular displays

Like Portable Modulars, Hybrid Modulars are often portable, but not always. This design series, with 10 ft., 20 ft., and island configurations, offers roto-molded cases for the inline versions but the option of a wood crate for the island. The assembly is similar to the Symphony mentioned before, meaning largely tool-free, so installation is easy. The overhead sign for the 20 x 20 island elevates the overall design will ensuring visibility throughout the show hall. 

Sustainable Modular | ECO-1118, ECO-2118, and ECO-4118

modular trade show booths

Modern eco-friendly exhibits are popular as exhibitors blend their trade show marketing with their corporate sustainable initiatives. These contemporary ecoSmart designs make it simple to shift from an upscale inline to a beautiful 20 x 20 island. The features multiple product shelves, large graphic options, and an open, welcoming architecture. There are even iPad enclosures for client engagement. The 10 ft. starts with 

Custom Modular | VK-1367, VK-4046, and VK-5195

Modular definition

When it comes to customization and modularity, these three designs are like peanut butter and jelly. Perfect apart and together. The 10 ft. starts with a large lightbox and shelving. Then the 20 ft. expands on it with the addition of a locking closet and reception bar with locking storage. Finally, the island takes it to the next level with more shelving, more storage, and three casual meeting spaces.  

BTW – Custom Modular doesn’t happen by accident. Exhibit designers are experts at creating inline and island versions when those requirements are shared during the pre-design intake meetings. Exhibits, unlike a loaf of bread, are typically not sliceable after the fact. 

Modular Office Pods: A New Trend in Trade Shows

Modular Office Pods are a recent development for trade shows, events, sales meetings, or vendor conferences. The advent of modular wall systems, like the Gravitee One-Step, makes creating temporary private or semi-private meeting rooms much easier. These meeting pods incorporate large format graphics, locking doors, and accessories like monitor mounts, counters, literature trays, and shelving. 

Features Include:

  • Aluminum Extrusion Modular Wall Panels
  • No Tools. No Loose Parts Assembly
  • Double-sided Graphic Options (interior/exterior)
  • SEG Fabric or Direct Print Graphics
  • Flat and Curved Panels
  • Full-size Locking Door
  • Available for Purchase or Rental
  • Accessorize with Shelves, Charging Tables, Counters, iPad Kiosks, and Storage Pedestals

modular accessories for trade shows

Maximizing Your Trade Show Impact with Modular Trade Show Booths

Modular is more than a recent buzzword. It’s a fresh take on exhibit design. Classic Exhibits has hundreds of modular designs for purchase or to rent. And each can be customized to fit an exhibitor’s unique marketing goals. Just ask. 

For over 30 years, Classic Exhibits has been a reliable source of expertise for new and seasoned trade show marketers. The Classic Exhibits Distributor Network includes over 200 North American exhibit houses and display professionals. Find success on the trade show floor with an exhibit that reflects your marketing message. For more information, see www.classicexhibits.com and explore Exhibit Design Search or request a meeting with a Classic Distributor Partner.

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Your Complete Trade Show Checklist

November 16th, 2023 Mel White COMMENTS
Trade Show Checklist

You’re either a planner by choice or a planner by necessity. Or you “wing it.” We’ll ignore the “wing it” group since they probably clicked to “5 Easy Steps to Trade Show Success” once they read the word “planner.”  

When it comes to trade shows, someone has to be the master planner. They don’t have to make every decision, but they do have to own the list, including additions, revisions, and due dates. In other words, someone has to be the adult about your trade show planning. 

So why keep a trade show checklist? Trade shows are expensive, often as much as 30-40% of a company’s annual marketing budget, and trade show costs keep rising as freight, labor, travel, and show services increase often at double-digit rates.

The person who manages the Trade Show Checklist will be able to maximize your budget by ensuring the timely booking of travel, lodging, freight, and promotional materials and the completion of show forms during the less expensive early bird dates. Honestly, it’s a thankless job, but one that’s just as important as the creative, sales, and marketing tasks required for a successful trade show program.  

Why You Need a Trade Show Checklist

Start by searching the internet for a “trade show checklist.”  There’s no shortage of examples. Some are free. Others have a cost. None are identical, because no shows, companies, or individuals are identical. Ideally, create your own or ask your exhibit house if they have a template. 

The person who manages the Trade Show Checklist will be able to maximize your budget by ensuring the timely booking of travel, lodging, freight, and promotional materials and the completion of show forms during the less expensive early bird dates. Honestly, it’s a thankless job, but one that’s just as important as the creative, sales, and marketing tasks required for a successful trade show program.

The checklist also ensures nothing gets forgotten or overlooked. Which can and will happen to new exhibitors. There are big “Oh No’s!” like not scheduling freight to and from the show, booking labor to install and disassemble your exhibit, and forgetting to purchase flooring. Those can be expensive to purchase at the last minute. Then there are the “Oh Darn!” tasks like not including cleaning supplies in the case/crate, sending literature at the last minute, or not ordering lead retrieval until you arrive at the show. They’re annoying but not catastrophic. 

Finally, trade shows are stressful and stress is the exact opposite of what you want before, during, and after a show. Admittedly, checklists are not stress-free since it’s all about completing tasks (which often require the assistance of others) and completing them on time and with accuracy. With each passing show, trade show checklist management becomes easier – and it’s not because the number of tasks gets shorter. The list often gets longer. Knowledge and experience make the job easier. Completing the electrical form, which gave you hives, takes minutes instead of hours. And, after a few hiccups, you understand when to schedule I&D labor vs. rigging vs. flooring. You’ve done the trade show choreography and every move, every step has a logic that seemed utterly random before. 

trade show checklist

Detailed Trade Show Planning Checklist: Preparing the Logistics

In reality, you need both a budget template (shown below) and a checklist. And while they serve two different purposes, managing costs vs. managing tasks, there’s considerable overlap. 

trade show exhibitor checklist

Your budget template can serve as your preliminary checklist, but eventually, your checklist will be longer and will include dates, names, and other details. Some companies already use designated project management software like Asana, but in reality, Excel or even Outlook are sufficient in the beginning. 

Trade Show Exhibitor Checklist: Assembling Your Exhibit & Team

Start by identifying the departments and individuals who should “own” elements of the trade show program. It’s more than just Marketing. Sales, Product Development, Customer Service, Shipping, and Accounting/Finance all have roles and responsibilities in successful trade show programs. Successful trade show marketing requires a broad-based commitment in the company, including (and especially) from Senior Management. 

In most cases, you’ll be working with an exhibit house partner on your trade show marketing strategy, exhibit design and build, freight, and storage. Their knowledge is invaluable as a resource. They may even have a generic trade show checklist available for you to use. 

Some of the preliminary items on your checklist should include: 

  1. Exhibition goals and strategy
  2. Budget
  3. Departmental responsibilities 
  4. Show date(s) and due dates for ordering services
  5. Exhibit design meeting(s)
  6. Graphic design meeting(s)
  7. Identifying booth staffing and responsibilities
  8. Booking travel and lodging
  9. Creating pre-show, show, and post-show marketing/sales plan, including sponsorships, mailings, invitations, and in-booth events and activities
  10. Designing and ordering promotional materials and giveaways
  11. Scheduling freight to and from the show
trade show planning checklist

11 Must have Trade Show Setup Supplies 

Trade shows are a delicate balance between order and chaos. Here’s a list of 11 often-forgotten items that will make your job easier and more efficient. 

  1. White Gloves for handling graphics
  2. Power Strips and Extension Cords labeled with your company name/contact (renting them at the show will be equal to the cost of your oldest child’s first year of college)
  3. Packing Tape (for dismantling/repacking)
  4. Cleaning Supplies/Wipes/Magic Erasers (for setup cleaning and before the show opens each day)
  5. Setup Instructions/Printed Staging Photos for faster setup. It’s important to label which crate has the instruction booklet so your team knows where to start
  6. Extra Velcro for wire management or last-minute graphic add-ons
  7. Sharpies for “Empty Crate” labels and for boxes during repacking
  8. Steamer to remove wrinkles from fabric graphics 
  9. Lint Roller
  10. Vacuum after installation and before the show opens. This saves on cleaning and is faster so you don’t have to wait for the GSC cleaning services.
  11. Small Toolbox with basic tools like screwdrivers, boxcutter, allen wrenches, measuring tape, and anything else essential to your display assembly. 

8 Personal Tips and/or Supplies for Any Exhibitor

  1. Comfortable (not new) Shoes. 
  2. Belt (if you’ve ever had to buy a belt in a casino shop, you know why you don’t want to forget it).
  3. Your “Go To” Pain Medication.
  4. Laptop, Phone, Tablet Charging Cords.
  5. Plastic Dry Cleaning Bags for Your Already Clean and Pressed Clothing. 
  6. Early Morning/Late Night Snacks
  7. Breath Mints (for you and close friends)
  8. Business Cards (yes, at least a few, for those moments when only a business card will do). 

Additional Tips for a Successful Trade Show

Trade show marketing is marketing… but a specialized form of marketing. Expertise takes time. A healthy mix of personal experience, professional advice from exhibition experts, and online resources can significantly shorten the learning curve. 

In order to make the most of your investment, it’s important to be prepared and have a plan in place. Here are some tips for a successful trade show:

1. Set clear goals and objectives. What do you hope to achieve at the trade show? Are you looking to generate leads, increase brand awareness, or launch a new product? Having clear goals will help you measure your success and make sure your efforts are aligned.

2. Choose the right trade show. There are hundreds of trade shows held each year, so it’s important to choose one that is relevant to your target audience. Research different trade shows to find one that is a good fit for your industry, size, and budget.

3. Develop a strong marketing and promotional plan. Let people know you’ll be at the trade show and what you have to offer. Use social media, email marketing, and press releases to generate interest.

4. Create a visually appealing and functional booth. Your booth is your home away from home at the trade show, so make sure it’s a good representation of your brand. Use bright colors, eye-catching graphics, and clear signage. Make sure your booth is staffed with knowledgeable and friendly representatives who can answer questions and provide information about your products or services.

5. Prepare a sales pitch. You’ll have a limited amount of time to talk to potential customers, so make sure you have a clear and concise sales pitch. Practice your pitch beforehand so you can deliver it confidently.

6. Follow up after the show. Don’t let your leads go cold! Follow up with potential customers within a few days of the trade show to thank them for their interest and schedule a follow-up meeting or call.

vendor booth checklist

Classic Exhibits is Here to Help with Your Trade Show Checklist!

For over 30 years, Classic Exhibits has specialized in trade show exhibit design, manufacturing, and exhibition marketing. That expertise comes with an obligation to educate new exhibitors and guide them toward best practices, like careful budgeting and detailed checklists. Success at a trade show isn’t haphazard or random. It happens when exhibitors have a clear strategy and execute it with discipline and precision. 

Classic Exhibits Inc. designs and manufactures portable, modular, hybrid, and custom exhibit solutions. Classic Exhibits products are represented by an extensive distributor network in North America. For more information, contact us at 866-652-2100 or www.classicexhibits.com.

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What is a Trade Show?

July 24th, 2023 Mel White COMMENTS
what is a trade show

Have you ever told a colleague, friend, or relative that you’re attending a trade show and they look at you with a puzzled expression? It’s as if they’ve heard the word “trade show” before, but don’t quite know what it means. They may say, “Do you mean like the local RV and boat show or the holiday craft fair?” Yes… and no. 

Trade Show, as a term, is often used interchangeably with other similar words like conventions, exhibitions, conferences, trade fairs, symposiums, and expos. And while they are similar, trade shows, and in particular professional trade shows, have a specific definition.  Oddly enough, a trade show may include a conference, a symposium, and an expo, which only adds to the confusion. Let’s untangle this with both an official definition and a more loosey-goosey definition based on real-life experience.  

What is a Trade Show? 

A trade show is an exhibition organized so that companies in a specific industry can showcase and demonstrate their latest products and services, meet with industry partners and customers, study the activities of rivals, and examine recent market trends and opportunities. Trade shows are typically held in convention centers or hotels, and they can last for a few days or even weeks.

There are trade shows for all sorts of industries, from technology to manufacturing to healthcare. Some of the largest trade shows in the world include the Consumer Electronics Show (CES), the National Association of Broadcasters (NAB) Show, and the International Builders’ Show (IBS).

trade fair

Our Trade Show Definition 

For most companies and attendees, a trade show is an opportunity — both professionally and personally. It’s hard work with long hours and an unofficial vacation. It’s a chance to hang with colleagues, meet industry influencers, and check out the competition. There are educational sessions, keynote speakers, award ceremonies, and receptions. Good food. Bad food. And too much of both. Sore feet and not enough sleep. And the thrill of meeting a new client with a massive order for the right supplier. 

All too often, however, trade show exhibitors and attendees treat a show as a vacation and/or a party. They don’t prepare, don’t plan, don’t create goals. It’s a week away from the office on the company’s dime. And while they may recognize the show as a “sales and marketing” opportunity, they don’t actively prepare for it by engaging in pre-show marketing or contacting existing or potential clients before the show. To them, it’s an event and what happens happens. Hopefully something wonderful, but there’s no way to predict it. 

Those are the exhibitors and the attendees who report back after the show that “it was a waste of time.”  

What is the Purpose of a Trade Show

What is the Purpose of a Trade Show? 

Trade shows are perfect for learning about new products and services, meeting potential customers, and generating sales leads. They can also be a great way to network with other industry professionals.

If you are considering attending a trade show, you’ll need to make sure that the trade show is relevant to your industry. Second, you need to plan your visit carefully. This includes deciding which exhibitors to visit, who you want to meet, and how you want to spend your time. Third, you need to dress professionally and be prepared to network.

Here are five benefits of attending a trade show:

  1. Learn about new products and services: Trade shows are a great way to learn about new products and services available in your industry. You can see demonstrations of new products, talk to the people who make them, and get your hands on samples.
  2. Meet with potential customers and partners: Trade shows are a great way to meet with potential customers and partners. You can introduce yourself to people who are interested in your products or services, and you can learn more about their needs.
  3. Generate leads: Trade shows are a great way to generate leads. You can collect business cards, sign up people for email lists, and schedule follow-up meetings.
  4. Network with other professionals: Trade shows are a great way to network with other professionals in your industry. You can meet people who work for your competitors, suppliers, and customers.
  5. Learn about industry trends: Trade shows are a great way to learn about industry trends. You can hear from experts, attend seminars, and see what other companies are doing.

If you are considering attending a trade show, I encourage you to do your research and find one that is relevant to your industry. With a little planning, you can make the most of your time at the show and come away with valuable insights and contacts.

Exhibition Stand

What Are Trade Shows That I Can Attend? 

There are thousands of trade shows in North America and tens of thousands worldwide. Even the most aggressive exhibitor only attends a fraction of these. In reality, you’ll probably only attend trade shows relevant to your profession or personal interests. 

Before deciding which show to attend, either as an attendee or as an exhibitor, contact friends or colleagues who have gone to the show in the past. They’re the best source of information about whether the trade show would benefit you and/or your company.

There are several search tools for finding shows in North America and Internationally. 

  •  EventsEye – Free source for locating trade shows, exhibitions, and conferences worldwide. 
  • 10 Times – Search by events, venues, companies, and the Top 100 Events worldwide. 
  • The Tradeshow Calendar – Global search engine for B2B trade exhibitions with a strong North American database.
  • EXHIBITOR Calendar – Search by show names, dates, city, country, and attendees/exhibitors.
  • TradeFairDates – In addition to an international trade show search engine, you can also find trade show suppliers.

Tradeshow Exhibit

How to Prepare for Your First Trade Fair, Show, or Exhibition 

Here are some tips on how to prepare for your first trade show:

  • Set goals: What do you hope to achieve by attending the trade show? Do you want to generate leads, make sales, or simply learn about new products and services? Once you know your goals, you can start to develop a plan to achieve them.
  • Choose the right trade show: There are trade shows for all sorts of industries, so it’s important to choose one that’s relevant to your business. You should also consider the size of the trade show, the date and location, and the cost of attendance.
  • Plan your trade show exhibit: Your exhibit is your chance to make a good first impression on potential customers and partners. So make sure it’s well-designed, well-lit, and informative. You should also have plenty of brochures, business cards, and other promotional materials on hand.
  • Create a trade show marketing plan: A trade show marketing plan can help you reach your goals by identifying your target audience, developing a message, and creating a budget. You should also consider using social media, email marketing, and other online channels to promote your trade show participation.
  • Train your staff: Your staff is the face of your company at the trade show, so it’s important to make sure they’re well-trained. They should know your products or services inside and out, and they should be able to answer any questions potential customers may have.
  • Attend pre-show events: Many trade shows offer pre-show events, such as seminars and workshops. These events can be a great way to learn about the latest trends in your industry and network with other professionals.
  • Arrive early: It’s important to arrive early at the trade show so you can set up your booth and get a feel for the layout. This will help you make the most of your time at the show.
  • Be prepared to network: Networking is one of the most important things you can do at a trade show. So make sure you bring plenty of business cards and be prepared to talk to people.
  • Follow up with leads: After the trade show, be sure to follow up with any leads you generated. This could involve sending them an email with more information about your products or services or setting up a meeting to discuss their needs.

what is a trade show

Maximize Trade Show Success with Classic Exhibits! 

If you are new to trade shows, don’t go at it alone. The rules, regulations, and informal information can be daunting and the jargon opaque and confusing. Do your homework whether that’s online articles or blogs or by reading books like Build a Better Trade Show Image or Tradeshow Success. And always work with a trade show professional at an exhibit house or industry consultant. Their expertise will not only save you money over time but also maximize your ROI at each trade show by following proven strategies. 

Classic Exhibits Inc. designs and manufactures portable, modular, hybrid, and custom exhibit solutions, including Symphony Portable Displays. Classic Exhibits products are represented by an extensive distributor network in North America and in select International markets. For more information, contact us at 866-652-2100 or www.classicexhibits.com.

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Exhibit Leader Insights Report 2023

June 30th, 2023 Mel White COMMENTS
Exhibit Leader Insights 2023 Report

Exhibit Leader Insights, an Exhibitor Insights Report in partnership with The Exhibitor Advocate, Explori and Exhibitor Group, is a report based on a survey sent to exhibitors working currently in a range of industries with the aim of understanding:

  • The decision-making process for exhibitors: when planning their events program
  • How trade shows are perceived – and valued by exhibitors and their companies
  • How external and internal factors are shaping events programs, both now and in the future

According to the report, “Trade shows continue to provide value to exhibitors both as marketing and sales channels, and their worth is generally recognized by senior leadership teams – perhaps more so than before the pandemic.

However, there are some warning signs. Cost concerns cast a long shadow over the research. Exhibitors are clearly feeling squeezed by rising exhibit-related costs, and they are likely to attribute this to hikes in venue, organizer and contractor fees – rather than factors beyond the industry’s control, such as costof-living effects and broader economic forces.”

Download the Free PDF

To download the FREE Exhibit Leader Insights Report, click HERE. Below are select pages from the report.

The rising cost of trade show exhibiting
Tighter trade show budgets for exhibitors
The outlook for trade shows and exhibiting

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Classic Exhibits Inc. designs and manufactures portable, modular, hybrid, and custom exhibit solutions, including Symphony Portable Displays. Classic Exhibits products are represented by an extensive distributor network in North America and in select International markets. For more information, contact us at 866-652-2100 or www.classicexhibits.com.



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Posted in The Exhibitor Advocate, Uncategorized | No Comments »

A Trade Show Exhibitor Walks into a Bar

June 21st, 2023 Mel White COMMENTS
An Exhibitor Walks into a Bar

A Trade Show Exhibitor walks into a bar and says to the bartender, “I’ve never been in a bar before, but a friend suggested I try the 20 x 20 Booth Space.”

“That’s a very popular drink,” says the bartender, “especially with my regular customers. The 20 x 20 Booth Space costs $34,000. If you are interested, I have some questions.”

“That seems very expensive,” the Exhibitor replies, “but I’m new to this so why not. What questions do you have?”

“First of all, do you want the Top Shelf liquor or the Bottom Shelf liquor for your 20 x 20 Booth Space?”

“What’s the difference?” asks the Exhibitor.

“Alcohol does the heavy-lifting or work in a drink, and the Booth Space requires several liquors. It’s not optional, but you do have choices on the quality. Top Shelf liquor has the most experience, having aged from 10-20 years. The quality is exceptional and the taste predictable. My best customers always ask for their favorite brand by name. The Bottom Shelf liquor can be cheaper, but it’s also raw, unfiltered, and unpredictable. I’ve received Bottom Shelf liquor aged less than a day, which is a little scary.”

“OK, I’ll have the Top Shelf then,” says the Exhibitor. “I don’t want surprises.”

“That will be an additional $8,000,” the bartender replies.

 “What? The Booth Space drink doesn’t include the liquor?” asks the Exhibitor.

“Oh no, it’s extra. You’ll also need to decide on the mixers — like grenadine, club soda, vermouth — along with the fruit juice and slices, the straw, and an umbrella. Those prices are a la carte and will need to be purchased from the bar. You’re not allowed bring any of those in here.”

“How much are those?”

“Prices range from $1000 to over $10,000. Here’s something you’ll find amusing. Sometimes, I don’t know the prices when I’m mixing the drink, so I charge you after you’ve already finished it.”

“Anything else?” says the Exhibitor.

“You’ll be happy to know that we don’t charge for the glass. That’s included, but we do charge for the weight of the glass, bringing you the glass, taking it away, and then bringing it back to you.”

“Well, that shouldn’t be too expensive, right?”

“Actually” says the bartender sheepishly, “It’s not cheap, and the price can vary from week-to-week and depends on the size of the glass. Cocktail glasses are less expensive than highball glasses. Margarita glasses are the most expensive.”

“So, what are we talking about pricewise and why does the glass fee cost so much?”

“For the 20 x 20 Booth Space drink, I would estimate $12,000 to $15,000. Maybe more. Honestly, the glass fee isn’t really about the glass or my bringing it to you. It covers the building rent, the furnishings, my salary and benefits, the carpet, the other employees you don’t see, and even our annual Holiday Party. It’s really a slush fund for everything else.”

“I had no idea a drink could be so expensive,” the Exhibitor replies. “It seems like a complicated way to run a bar. I’d still like a drink, however. Are there any cheaper options?

“Of course! You might be interested in the Show Rental Special. It comes in multiple sizes and flavors, and you don’t pay for all the extras we discussed before.”

“That’s great!” exclaims the Exhibitor. “Tell me more.”

“OK, do you see those tables over there? Earlier today, we had a large crowd that drank for hours. They were a rough bunch and did considerable damage. However, they left a lot of unfinished drinks. You can have any of those drinks for a reduced price but don’t mix them together. We don’t know how to charge for anything other than standard drinks.”

“Is that really an option? Who would want that?”

“Oh, you would be surprised. People come to bars for lots of reasons. Many come because they don’t know where else to go so they order whatever is the cheapest. They’re looking for the fastest, easiest, and simplest choice, even if it means drinking a Show Rental Special that someone ordered a few days ago. Honestly, we don’t even bother to clean the glasses anymore. Fortunately, we make lots of money on those customers so we’re not complaining.”

“My head is spinning,” says the Exhibitor. “Please tell me there’s a drink for someone like me who wants to come to a bar, drink from a clean glass, and pay one or two of the charges you’ve previously mentioned.”

“There is,” said the bartender. “We have customers who order the Portable/Modular. Generally, it’s a straightforward drink, although there are creative options for those with more sophisticated tastes. The other drinkers in the bar may turn up their nose when you order a Portable/Modular, but I run a no judgement bar so those customers are always welcome. I’ve learned they often order the more expensive drinks when they come back, if I treat them right.”

“I’ll have one of those,” the Exhibitor replied. “Is there one that doesn’t require a glass and comes in its own container?”

“Yes, but now you’re killing me financially. Next, you’ll be saying you’ll want to bring it into the bar from the outside. How’s that going to work?”

“Hey, I appreciate all the helpful advice. I don’t fully understand the business model, but you seem to be doing well. Does anyone ever complain? And who do they complain to?”

“That’s the beauty of this business model,” says the bartender. “They bitch and moan all the time, and I smile, pretend to care, and go about my business. Fortunately, they rarely speak to the right people because those people are somewhat invisible. They’re in charge of all this, but they don’t ask too many questions or seek advice.”  

“One last question. Does anyone ever come in the bar, chat with your customers, and never order a drink?”

“Yes, my customers are good about telling me when that happens, and I escort him or her out of the bar. They usually come back, and I must be more persuasive, if you know what I mean. Sadly, there’s always someone who wants to hang out in a bar, pester my customers about their life, and not buy anything.”

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Classic Exhibits Inc. designs and manufactures portable, modular, hybrid, and custom exhibit solutions, including Symphony Portable Displays. Classic Exhibits products are represented by an extensive distributor network in North America and in select International markets. For more information, contact us at 866-652-2100 or www.classicexhibits.com.

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