What’s the state of the exhibition industry in the Middle East and Africa (MEA)? In an exclusive interview, we caught up with Naji El Haddad, regional director of MEA for UFI, the Global Association of the Exhibition Industry, to get the scoop on the annual in-person Regional Conference, held April 15-17 at the Kigali Convention Centre in Rwanda.

Serving in his role for more than five years, El Haddad shared his insider’s view on what’s trending in the region for exhibitions. 

Here are excerpts from our conversation. Watch or listen to the full interview here.

1. Key markets for exhibitions in the region: In terms of the biggest markets, the Gulf is doing well. Notably, the UAE is the largest single market. Saudi Arabia is gearing up for a big growth. Qatar as well. They hosted the world cup among other large-scale events, including the Web Summit, the Geneva Motor Show, for example. When it comes to Africa, South Africa is the biggest single market. Egypt is still a big market with 120 million people, and Morocco, Algeria and Tunisia also have big market sizable venues and a good number of events.

2. Regional outlook: Saudi Arabia represents today the highest growth in terms of new business opportunities. UAE continues to be the leader in terms of number of exhibitions and sizes of exhibitions. One of the challenges in the region, besides the unrest, is the talent. We need to upscale our talent. 

3. MEA UFI Chapter: We count 66 members, who represent around like 7% or 8% out of the total of UFI membership that has grown to 860 members from 80-plus countries. The majority of our members are organizers, venues and convention bureaus and tourism boards.

4. Why Kigali: The way we select the destinations for our regional conferences is they submit a bid to host. There are a set of requirements they need to fulfill. The Rwanda Convention Bureau, our host, offered everything that a conference would be looking for. At UFI, our mandate is to support the rising economies and destinations. Rwanda is one of those exciting destinations in our region, and we hosted the MEA regional conference in Africa.

5. The venue: It was a very nice and very convenient venue because it was like a compound at the Kigali Convention Center and the hotel, which is Radisson Blu. They are under the same management, and it's a gated area so you feel safe. It's super green and super clean. Our delegates enjoyed it so much because there was so much daylight and so much greenery. Many of the delegates went in the morning or the evening for a run or walk within the compound. It is close to the Kigali airport, less than 20 minutes.

6. Challenges for exhibitions in Africa: Africa is a very big continent and divided into at least three or four regions. One of the major challenges in Africa was venues. The lack of big venues restricts the possible accommodation of large events. For example, dmg CEO Geoff Dickenson said that for one show in Africa they had to build multiple tents that are four times the size of the original venue. There is a need for new venues and with this comes investment opportunities.There is a potential for big shows to thrive in Africa. 

7. Talent development in Africa: The second challenge that was highlighted is international experience. There is no issue, of course, with finding talent in Africa. Over 50 percent of Africa's population is within the youth age bracket, but international experience may be needed. This is where education programs, such as Certified Professional or Exhibition Management School or other association programs are needed in the country. 

8. Changing dynamics: We spoke about leaders of the future and how women can apply for jobs in leadership. Obviously, there are challenges, but the key takeaway is that professionals should stand up and should apply for these jobs without having the pre-thought that “I will not be accepted because this role might go to man.” The dynamics are changing. The landscape is changing, but it will take some time, as the experts agreed. One interesting fact about the UFI program is 45% of our speakers were females. 

Viad Corp., a global provider of exhibition management and experiential marketing services, reported first quarter (Q1) 2024 revenues of $273.5 million, an increase of $12.7 million or 4.9% from Q1 2023.

For Q1, GES, which includes Spiro, reported revenues of $236.3 million, compared with $228.1 million in the same period last year. GES reported an increase of $8.1 million or 3.6% year-over-year, which the company attributed to continued underlying growth that more than offset a $4 million decline due to the timing of major non-annual shows.

Context: GES is a global exhibition management and experiential marketing company offering a range of services to event organizers and brands through GES Exhibitions and Spiro. GES Exhibitions is a global exhibition and trade show management business that partners with exhibition and conference organizers as a full-service provider of strategic and logistics solutions throughout North America, Europe and the Middle East. Spiro is a global experiential marketing agency that partners with brands around the world to manage and elevate their experiential marketing activities.

Q1 trade shows: From January to March, GES produced a number of major U.S. trade shows, including: 

• GES and onPeak supported the HAI HELI-EXPO 2024, held Feb. 27-29 at the Anaheim Convention Center. The association trade show drew 15,000 industry professionals and more than 600 exhibiting companies. HAI announced a new association name, Vertical Aviation International (VAI) and a rebranding of HELI-EXPO as VERTICON. View a video here.
• GES supported the World of Asphalt and AGG1 Aggregates Academy & Expo, held March 25–27 at the Nashville Music City Center. The event drew 400 equipment manufacturers, and the exhibit floor encompassed more than 207,000 square feet, a 14,000 square-foot increase compared to 2022’s event. Read the post-show release here.
• GES executed Questex’s International Beauty Show (IBS New York) and the International Esthetics, Cosmetics, & Spa Conference (IECSC New York), held March 3-5 at the Javits Convention Center. The co-located shows featured more than 500 brands, showcasing their newest products and innovations in the nearly 100,000 square feet of exhibit space. Read the post-show release here.

Recent activations: In recent months, Spiro worked with a number of global brands to produce events and activations, including:

• Metamates event for 6,000 Meta employees in London. Read more about the program here.
• Partnering with SAUDI AIRLINES & CSM Sport & Entertainment, Spiro delivered an exhilarating fan experience and brought bespoke content to life for 25,000 excited race fans at Formula E’s Diriyah E-Prix.
• Last fall, GES produced Future Proof: The World’s First Wealth Management Festival, held Sept. 10-13, 2023, in Huntington Beach, Calif. Read more about the event here.

Deeper dive: GES adjusted EBITDA of $18.9 million increased $2.2 million year-over-year, which company officials said was primarily due to higher revenue and improved margin. Viad invested $20.7 million in capital expenditures for Q1, including $4.3 million for GES.

What they are saying: Steve Moster, Viad’s president and CEO, commented, “We delivered solid first quarter results that were in line with our expectations. GES continues to deliver strong profitable growth, with a 70 basis point year-over-year improvement in its Adjusted EBITDA margin.”

ENN Related: EARNINGS: GES AND SPIRO PARENT COMPANY VIAD POSITIVE ON 2024 AFTER DOUBLE-DIGIT REVENUE GROWTH IN Q4 2023 

2024 Outlook: GES expects revenues of $260-$280 million, with EBITDA of $34.5 to $38.5 million for Q2 and revenues up in the low double-digits for the full year with EBITDA of $80 to $90 million.

Looking ahead: "With accelerating business activity ahead and signs of robust demand for our extraordinary experiences at both Pursuit and GES, our favorable full year outlook remains unchanged,” Moster said. “We continue to expect year-over-year consolidated adjusted EBITDA growth of approximately 16% to 30% in 2024 with strong free cash flow.”

Main image: World of Asphalt 2024

After 20 years in business producing trade show booths, corporate events, retail interiors, pop-up activations and road shows with clients ranging from aspiring startups to Fortune 500 companies, Maple Grove, Minn.-based Exhibit Partners LLC rebranded as Storylink Creative, effective May 1. 

Driven by business growth and expanded offerings, the evolution marks a milestone in the company’s repositioning as a full-service creative agency, according to Founder and CEO Matt Williams.

“When I launched Exhibit Partners in 2004, it was an exhibit house with a mission of changing the way business was being done,” Williams said. “Our focus on long-term relationships built on trust and core values — as well as our willingness to grow and adapt alongside our clients and the face-to-face marketing industry at large — has led to incredible organic growth.”

He added, “Now it’s time to tell the world how we’ve evolved into a creative storytelling agency that goes beyond brand narratives.”

In addition to exhibits and events, Storylink Creative now boasts services ranging from brand development and competitive analysis to full video and digital asset production services, as well as strategic data analysis. The agency’s comprehensive list of capabilities also includes asset management, permanent installations (including the design and fabrication of corporate and retail interiors), website development, the creation of integrated digital sales tools and much more.

“This is our way of drawing a line in the sand and saying, ‘We are no longer just an exhibit house,’” said Storylink Creative Director of Strategy Travis Stanton, who joined the company last September after a 17-year career at EXHIBITOR Magazine. “We have invested the resources and energy in acquiring a diverse team with extraordinary expertise in trade shows, of course, but also retail, technology, digital, storytelling and the list goes on and on.” 

He continued, “We are poised to accommodate our clients’ needs no matter what medium their projects take. Our sweet spot is connecting brands with their target audiences, crafting memorable moments that live on and building trustworthy, transparent, long-term relationships that place principles, our people and our partners over short-term profits.”

We caught up with Williams to find out more about the company and what the name change means for exhibitor clients and prospects. Here’s what we learned.

Who are your top clients?

Red Bull, Hyatt, Ecolab, Land O’ Lakes, Topgolf

What are the top shows that your top clients exhibit in? 

National Association of Convenience Stores (NACS), IMEX, Global Business Travel Association (GBTA), Natural Products Expo West, National Restaurant Show

How many employees do you currently have? 

45

What will the name change mean for exhibit managers?

The intention is to bring radiance and a narrative that connects with all audiences authentically, regardless of where or how those engagements occur. Our partners already knew our services extended beyond the exhibit hall, but this brand evolution is our way of conveying that to the world. We can accommodate their needs regardless of the medium. 

Additionally, we’re bringing a higher level of storytelling into the mix because we believe in storytelling’s ability to connect brands with people and key messages with memories. Ultimately, an exhibitor’s message has to cascade beyond the initial audience. 

Attendees need to feel empowered to reshare that story with their internal stakeholders when they get back to the office. That’s where so many exhibiting strategies fail. They either haven’t thought about the story they want to tell through their presence at the show, or their key messages dissipate so quickly after an event because they aren’t crafted to be memorable and shareable. Storylink is the solution to that all-too-common problem, because we are laser-focused on creating a ripple effect by enabling those stories to be shared through people. 

Tell us about the company’s growth trajectory since it was launched in 2004.

The best entrepreneurial companies are rooted in evolution. Evolve or die. Our consistent, year-over-year growth has been the result of our ability to evolve alongside our clients and the industry. In fact, we’ve evolved so much in the past 20 years that we outgrew our name. That’s not just a testament to our success, but also our clients’ level of trust in us. 

In many ways, that flexibility to evolve quickly and efficiently as needed has been driven by the fact we have cash reserves and no private money behind us. That also allows us to do the right thing and put people and principles over short-term profits. We definitely strive to put people first, as I’ve found the most rewarding part of being an entrepreneur has been watching good people accomplish their goals, whether that’s a client exceeding expectations or an employee finding a home and family within our team – and become better humans as a result. It’s about people, and we’re in the people business. So people have to be the priority.

Will you share one recent client project that you are most proud of? 

I’m most proud of the feedback we have received from both new and long-time clients. It’s so rewarding to read their glowing reviews and see their appreciation of how our individual employees have gone above and beyond. We really are blessed with the best clients in the industry, and that’s something we do not take for granted. They continue to see how our additional capabilities can expand and enhance our relationship, and that’s exactly what we hope to see all our clients do as we move forward with this rebrand.

Why the name change and why now?

It’s time. But what’s important to understand is that while May 1 was Storylink’s official launch date, we’ve really been living as Storylink for the past year. We didn’t slap a new name on the building with the intent to grow into it. We did the work proactively. In many ways, we became Storylink before we even settled on a name. So for our loyal clients, it’s business as usual, with the exception being they’re now more aware of our offerings outside of their past projects with us. They’re more aware of our programmatic approach. Nothing we do ever ends with a specific event or campaign. When one story’s over, we’re already thinking about the next chapter, their brand vision and how to get there. 

Throughout the U.S. and across the pond, event technology companies are unveiling new solutions, enhancing existing offerings and teaming up with other providers to deliver more compelling features for event organizers and exhibitors alike.

EventsPass and FFAIR Forge Transatlantic Partnership

Ticketing registration platform EventsPass and U.K.-based event management platform FFAIR have formed a strategic partnership designed to further empower show organizers, as well as elevate the exhibitor experience.

Marking FFAIR’s debut in North America, the venture enables the exhibitor management platform to establish a robust presence in the U.S., while for EventsPass, the partnership represents a commitment to client revenue growth in line with its marketing tools and data insights.

“Partnering with EventsPass delivers on our goal to deliver exceptional customer experience and make exhibiting and sponsoring easier,” said Adam Jones, CEO of FFAIR. “It is an excellent opportunity to add value to our customers, ensuring a seamless integration between FFAIR’s exhibition management platform and EventsPass’ ticketing and registration technology.”

GlobalMeet Unveils New AI Capabilities

Virtual event and webcasting technology leader GlobalMeet announced new artificial intelligence (AI) capabilities and a refreshed user interface for more immersive event experiences.

Able to work seamlessly with any camera-enabled device, the new AI capabilities within GlobalMeet’s webcasting platform and Live Studio for presenters include:

·  Natural Interaction: Automated face framing, panning and zooming facilitates eye contact to mimic the flow of more natural and realistic conversations, enhancing the exchange of non-verbal cues

·  Presenter Framing: Algorithms automatically detect faces that come into camera view to adjust framing in real time. This feature promotes greater visibility and inclusivity by automatically featuring active speakers and ensuring all presenters stay in focus

·  Intelligent Layout Design: Both voice and visual detection are enabled to allocate screen space proportionally and reduce unnecessary visual disruptions for a cleaner interface

·  Device Compatibility: Seamlessly integrates with all camera-enabled devices from classic webcams to state-of-the-art video equipment

These newly integrated capabilities coincide with updates to GlobalMeet’s video bridge designed to streamline the presenter’s journey and optimize operations. They include:

• New Presenter Layouts: Enhanced layout automation and optimization functionalities intelligently manage screen space and shift focus to active speakers.
• Virtual Backgrounds: Users can now select virtual background images or upload their own for a personalized and branded experience, and maintain privacy by blurring their background.

“Artificial intelligence is the future for virtual event technology, and GlobalMeet is proud to leverage AI in this dynamic way,” said GlobalMeet CEO Kim Niederman. “These AI capabilities further expand upon our mission to help our customers execute flawless events for when their message matters most.”

22Miles Launches AI Assistant Tool 

Atlanta area-based 22Miles, a global provider of digital signage software and interactive digital solutions, released Tradeshow AI Assistant, a custom-trained conversational AI tool designed to streamline event operations and attendee support via an engaging, user-friendly and responsive chat interface.

Offered free of charge to a limited number of event organizers for one year, the solution leverages the 22Miles generative AI solution integrated with the brand’s 3D Wayfinding App and content management capabilities.

Offering rapid, real-time event information and wayfinding that attendees can interact with naturally in any language, Tradeshow AI Assistant can be deployed by organizers on digital signage, websites or within the event app and easily updates information throughout the event as needed.

For attendees, the Tradeshow AI Assistant supports navigation across large venues, swiftly and accurately recalls event-related information and ensures reliable, prompt self-service support on demand.

Requiring as little as four weeks for deployment, the Tradeshow AI Assistant can quickly and seamlessly integrate into event operations, and aggregates data to deliver a blend of qualitative insights and quantitative metrics post-event.

“Our solution is unique in that it uses natural language processing to understand attendees’ questions, no matter how they’re phrased, and gives useful, real-time answers, just like a human information desk representative,” explained Joey Zhao, CEO and founder of 22Miles. “We look forward to empowering show organizers with comprehensive, time-efficient, cost-effective support.”

Bizzabo Partners With Resiada to Integrate Hotel Room Block Management

Bizzabo has integrated hotel room block management to its Event Experience OS. Powered by Resiada room block management software, this integration enables event organizers to streamline the attendee hotel booking process and monitor their room block natively within Bizzabo.

Through this integration, event participants can now move easily from event registration to hotel reservation by clicking through to an event’s branded, mobile-friendly booking site, where their personal information and ticket number are auto-filled. The registrant simply has to input their travel dates, browse accommodation options and complete their reservation.

Additionally, event organizers can manage their room block directly from Bizzabo’s Reports hub instead of jumping between platforms. With dashboards updated in real-time, organizers can easily view reservations, manage inventory and track their differential list to see who’s registered and booked versus registrants who still need to book their hotel. This reporting can then be shared with colleagues and stakeholders at the organizer’s preference.

“Bizzabo remains committed to delivering a personalized, low-friction experience throughout the entire event lifecycle,” said Alon Alroy, CMO and co-founder of Bizzabo. “This collaboration with Resiada not only simplifies a key part of the in-person attendee’s journey but also delivers real-time insights and enhanced efficiency for our busy customers.”

Banzai Expands Its Event Marketing Solution 

Marketing and sales solutions technology provider Banzai has expanded its event marketing solution, Reach, to help show organizers target qualified contacts, drive event registration and generate leads for event marketers. 

Reach helps marketers drive event registration by inviting a company’s ideal audience through personalized multi-channel campaigns. Leveraging Banzai’s Audience AI feature, the solution targets potential attendees from a database of more than 379 million professionals by geographic region, industry, job title and more to fill rooms and sales pipelines.

According to Joe Davy, Banzai CEO and chairman, the company’s expanded investment in its Reach business is designed to meet an increased market demand for audience acquisition solutions for webinars and field marketing. The expansion includes the creation of an operating business unit, investment in new technology systems to support customers more efficiently and an expanded strategic focus within Banzai to serve additional customers. 

“Event attendance is a major challenge for marketers utilizing field marketing or webinars as a strategy,” Davy said. “Reach enables customers to focus on event and webinar execution while supplementing their event audiences to increase their overall ROI.”

ESCA Forms Strategic Partnership With Veloxity

The Exhibition Services & Contractors Association (ESCA) partnered with event technology solutions provider Veloxity to provide its members with exclusive access to Veloxity’s suite of custom-branded offerings at a discounted rate.

From ensuring that attendees’ devices remain charged to providing immersive interactive displays, Veloxity’s cutting-edge event tech portfolio includes interactive display screens, advanced charging stations and captivating LED screens, all designed to engage attendees and elevate their experience, as well as empower brands with engaging activations and sponsorship opportunities.

To showcase this commitment and to allow ESCA members to experience the impact of its solutions on event engagement and attendee satisfaction, Veloxity will sponsor its technology at the upcoming ESCA Summer Educational Conference, set for June 23-26 in Hot Springs, Va. 

“This partnership aligns perfectly with ESCA’s mission to enhance the value and effectiveness of exhibitions and events,” said Julie Kagy, ESCA executive director. “Veloxity’s offerings not only offer engaging activations for attendees but also present significant sponsorship opportunities for brands. We encourage our members to leverage these exclusive benefits to revolutionize their event experiences.”

The Events Industry Council (EIC) has formed a strategic sustainability partnership with venue development, hospitality services and solutions provider Oak View Group (OVG) to certify its entire convention portfolio of more than 60 venues in cities like Chicago, Dallas and Miami.

OVG’s convention center portfolio will be certified in accordance with the EIC Sustainable Event Standards, a collection of eight specific standards that assess events and industry suppliers on a wide range of sustainability criteria that support environmental and social responsibility. 

The partnership — the largest of its kind in scale, according to OVG officials — will allow the OVG convention center portfolio to deepen its commitment to sustainability and better support the green meeting and exhibition goals of its clients and partners.

“Oak View Group is excited about this partnership because it provides real resources and support to our convention centers,” said Greg O’Dell, OVG president of venue management. “These include opportunities to be recognized for their individual sustainability efforts and professional education to equip convention centers with sustainability support.”

To be certified under the Venue standard, the convention centers’ compliance with the EIC Sustainable Event Standards will be evaluated by EIC’s independent third-party auditing partner, Alliance for Audited Media, in the following areas:

• Organizational Management
• Marketing, Communication and Engagement
• Climate Action
• Water Management
• Materials and circularity
• Supply Chain Management
• Diversity, Equity and Inclusion
• Accessibility
• Social Impact

How it will work

Taking place in a phased approach, the EIC certification program will begin implementation at OVG-managed venues, including the Miami Beach Convention Center (MBCC), Chicago’s McCormick Place, the Kay Bailey Hutchison Convention Center in Dallas, Texas and the Palm Beach County Convention Center in West Palm Beach, Fla. The process is already underway at the MBCC, with McCormick Place, which is already EIC-certified at the Bronze level, soon to follow, according to OVG officials. 

This process will work in concert with the GOAL (Green Operations & Advanced Leadership) platform, a partnership between OVG, Fenway Sports Group, Atlanta Hawks & State Farm Arena and green building architect Jason F. McLennan designed to provide a comprehensive roadmap, tracking tools, case studies, collaborative workshops and best practices to help sports and entertainment venues operate more sustainably, according to EIC officials. 

By supporting continuous data collection and analysis across the convention center portfolio, GOAL will play a key role in helping properties reach their sustainability objectives through best practice sharing, measurement tools and onsite consulting, according to OVG officials.

Why it matters

“Congratulations to the Events Industry Council and the Oak View Group,” said Richard Murphy, president of Alliance for Audited Media. “This partnership will accelerate innovation and growth for the entire industry. We applaud the Oak View Group management team for taking a leadership role on sustainable venues, embracing transparency and accountability supported by third-party validation.”   

The partnership is also expected to spur more EIC initiatives throughout OVG event venues, including Certified Meeting Professional (CMP) and Sustainable Event Professional Certification (SEPC) training and other learning and development programs, according to EIC officials. Additionally, the partnership provides OVG with strategic recognition and thought leadership opportunities to collaborate with EIC on its CMP, CMP Fellows and sustainability programs.  

“The partnership is grounded in our shared goals of promoting event industry excellence, advancing uniform standards of practice and setting the highest standards for professional and personal growth for those in our industry,” said Amy Calvert, president and CEO of EIC. “We are thrilled to work with Oak View Group to certify their convention centers to EIC’s Sustainable Events Standards. This work will benefit our industry and the countless event professionals we serve.”

Related: Women At The Helm: Amy Calvert, President & CEO, Events Industry Council

After a six-year hiatus due to COVID, NPE2024: The Plastics Show will return May 6-10 at the Orange County Convention Center (OCCC) in Orlando. When the triennial trade show and conference was last held in 2018, NPE2018: The Plastic Show attracted more than 55,000 attendees and 2,182 exhibitors covering 1.1 million net square feet of exhibit space at OCCC.

Related: NPE WRAPS UP ITS LARGEST SHOW IN HISTORY

Owned by the Plastics Industry Association (PLASTICS), the trade show supports the entire plastics supply chain, including equipment suppliers, material suppliers, processors and recyclers, representing more than 1 million workers in the $548 billion U.S. industry.

Previously produced by an in-house team, PLASTICS inked a deal in 2022 with association event management company Smithbucklin and its company, 360 Live Media, to sell and market NPE2024: The Plastics Show through 2027.

This year’s show is on track to draw more than 2,000 exhibiting companies, covering more than 1 million sq. ft. of exhibit space. Despite skipping a show cycle in 2021, event organizers told us that as of April 16 they are on pace to hit 2018 attendance levels.

Here’s a preview of 10 things to do at the upcoming event:

1. Explore the Sustainability Hub showcasing the industry's commitment to the circular economy. NPE’s goal is to divert 100% of the plastic waste generated during the event from landfills by utilizing the onsite outdoor NPE recycling center the OCCC. 

2. Visit the live recycling and sustainability demos across 10,500 sq. ft. of space.

3. Attend 30 education sessions in the Recycling & Sustainability Zone in partnership with RE|FOCUS.

4. Check out the largest gathering of bioplastics companies in the U.S., with more than 30 suppliers. PLASTICS will release its 2024 Bioplastics Market Watch Report on May 8 during NPE.

5. Learn from keynote speakers like FANUC America Corp. President and CEO Michael Cicco and BASF Corp. Chair and CEO Michael Heinz. Heinz will deliver a keynote address titled “Our Plastics Journey: The Road to a Sustainable Future,” in which he will address the industry’s challenges, emphasizing the importance of collaboration along the value chain and offering insights into the future. Find additional details in BASF’s news release at the following link: BASF at NPE 2024: A key pitstop along the plastics journey 

6. Join networking events like the NPE Opening Party, Women in Plastics Breakfast and FliP & SIP Reception.

7. Attend industry briefings covering trends and technologies in automotive, construction, consumer goods and more.

8. Experience live demonstrations of  OPC UA for machine-to-machine data exchange.

9. Visit the Podcast Point to listen to podcasts like PMM, Sustainable Packaging and PlastChicks.

10. Attend expanded exhibitor press conferences with 180+ new products debuting at NPE2024.

From new show launches and business ventures to strategic partnerships and acquisitions, the trade show landscape has been buzzing with event companies announcing new business moves and agreements this spring.

Taffy Event Strategies to Launch High Performance Expo (HPX) Next Year

Full-service trade show and management company Taffy Event Strategies is gearing up to launch a new show for the automotive racing and performance industry, High Performance Expo (HPX). Set for June 3-5, 2025, at the Charlotte Convention Center, the inaugural business and consumer show will be the exclusive business and consumer show of the North Carolina Motorsports Association (NCMA).

Created for professional race teams, manufacturers of new cars and high-performance parts, retail performance shops, industry experts and enthusiasts, HPX 2025 will feature vibrant displays, educational programming led by industry experts, curated networking and sponsor opportunities and interactive activations for automotive fans everywhere, according to Taffy Event Strategies officials.

“The car culture and racing community in the southeast is like no other – it’s authentic, high quality and so passionate,” said Jenn Heinold, president of Taffy Event Strategies. “This community deserves an event that they can call their own, that’s why we are launching the High Performance Expo.”

She continued, “Charlotte is the perfect East Coast location with natural ties and partnership opportunities for this dynamic industry. Stay tuned for big name sponsors, partners, exhibitors and consumer-facing activities.” 

Trade show industry veteran Dana Teague will serve as HPX’s general manager. 

Emerald Acquires B2B Digital Media Platform Hotel Interactive

Emerald has acquired Hotel Interactive (HI), a conference and multi-channel hosted buyer business with a portfolio of 15 in-person annual events serving various segments of the hospitality and senior living industry sectors.

With this acquisition, HI joins Emerald’s Connecting Point Marketing Group (CPMG) to create an expanded portfolio of industry-leading hosted buyer events that drive engaging one-to-one executive connections within strategic vertical market segments.

“The partnership between CMPG and HI represents a significant step forward in Emerald’s portfolio optimization strategy, enabling us to enhance our leading hosted buyer platform,” explained Hervé Sedky, president and CEO of Emerald. “Together, the two companies represent a portfolio of 29 annual wholesale buying events that are unmatched in serving their target markets within selected segments of the hospitality, restaurant, healthcare, retail and grocery industries.”

He added, “Our shared goal is to leverage best practices, innovative technology and strategic investments to deliver unparalleled value to both new and existing events and accelerate our growth opportunities.” 

All HI employees have joined the Emerald team, with HI President Rich Viola continuing to lead HI’s portfolio events and B2B digital media offerings, including its Business Interactive Trade Alliances & Conferences (BITAC), HealthTac trade shows and FSM Summit and digital newsletters and websites including Hotel Interactive and Senior Living News.  

“Because HI and CPMG serve many of the same industries, we will now significantly expand both the scope and scale of our business, focusing on making our two brands the undisputed leaders of these specialized business segments,” Viola said. “We also promise to deliver an even higher level of client satisfaction, as our combined event portfolio will offer unmatched benefits and value to our customers.”

CloserStill Media Acquires Majority Stake in UK-based Elite Exhibitions

Business events, exhibitions and conferences producer CloserStill Media has acquired a majority stake in Brighton, UK-based Elite Exhibitions, producer of leading cruise ship design trade shows in the U.S. and Europe. Terms of the deal were not disclosed.

Joining CloserStill’s growing Future Transport and Infrastructure group, Elite Exhibitions produces the annual Cruise Ship Interiors Design Expo (CSI) shows in London and Miami, events for the marine design and build sector that were launched in 2019.

Elite Co-founders CEO Toby Walters CEO and Commercial Director Sam Murray will continue to lead the Elite team.    

“We are truly excited to be partnering with CloserStill Media – a company who share our passion for launching new products whilst taking a thoughtful approach to growing events,” Walters said. “This partnership will provide both our team and our business the ability to pursue new opportunities whilst accelerating our growth.” 

According to CloserStill officials, the investment in the high-growth cruise ship sector complements both the company’s Automotive Interiors Expo events in the U.S. and Europe and its Influence Group business in North America, which serves the built environment and design sector across multiple verticals, including hotels, restaurants and retail.  

“Elite is a dynamic, fast-growing business and the cruise ship sector is an attractive sector and is complementary to several of our existing shows in the transportation sector as well as broader design and built environment space,” said Gareth Bowhill, CEO of CloserStill Media. “Toby and Sam are creative, talented leaders who have built a unique culture with their dynamic team, and we are excited about what the partnership will bring to the expanded CloserStill group.”

Clarion Events North America Chairman Greg Topalian Launches On Deck Ventures

Greg Topalian, chairman of Clarion Events North America, is launching On Deck Ventures, a new event consulting firm offering strategic guidance, venture funding and impactful connections to support businesses build trade shows and events in high-growth and emerging industries.

Topalian, who brings a wealth of knowledge and vision to On Deck Ventures with more than 25 years of industry experience, said this new venture fills a void of supporting entrepreneurs with both needed investment and advice and guidance.

“I am excited about the opportunities ahead for On Deck Ventures and the impact we can make within the events industry,” Topalian said. “The combination of my work with Clarion and with these early-stage businesses provides an opportunity to redefine industry standards, foster innovation and unlock unparalleled potential.”

As part of its launch, On Deck Ventures announced strategic partnerships with The Fora Group, which operates Ai4 and RETCON, and the launch of Yotta, a new event serving the data industry.

Messe Frankfurt Selects Convention Data Services for The Clean Show for 2025 and 2027

Global trade show producer Messe Frankfurt selected event registration, business intelligence and lead management partner Convention Data Services (CDS), a Freeman Company, to provide registration, contact center and lead management services for its biennial event, The Clean Show, in 2025 and 2027.

The Clean Show — a North American expo for laundering, dry cleaning, textile care services, supplies and equipment — brings together industry professionals to network, educate and share the latest technologies.

“CDS provides registration services for various other shows in our portfolio, and we are happy to grow our partnership,” said Shermell Williams, senior operations manager at Messe Frankfurt. “We appreciate CDS’ proactive engagement, which helps foster a seamless event experience.”

What was trending for exhibitors at CES 2024? To get the scoop, we participated in a webinar presented by Impact XM, an experiential design agency with clients across a wide range of industries and trade shows, including Panasonic Connect North America at INFOCOMM, BASF Corp. at Commodity Classic and Homes.com at NAR NXT, owned and produced by the National Association of REALTORS — to name a few. 

Impact XM’s Senior Director Brittany Leeb, who has worked in exhibits since 2015, and Design Director Paul Eizerman, who has designed exhibits since 2006, shared their perspective on the top three macro trends we can all apply to our channel. 

Held Jan. 9-12 at the Las Vegas Convention Center, CES 2024 featured more than 4,300 exhibitors — a 10% increase year over year, including a record of more than 1,400 startups in Eureka Park.  

Related: CES 2024 AUDIT ANALYSIS: UNPACKING THE 20% SURGE IN ATTENDANCE COMPARED TO PREVIOUS YEARS 

At CES 2024, Impact XM worked with a variety of major exhibitors, including Amazon Alexa, Hisense, AT&T and Accenture. In their presentation, Leeb and Eizerman shared a full 360-view of what they saw on the show floor, including not only their client’s booths but also other noteworthy examples. 

Related: Check out this video overview of the Amazon Experience at CES 2024.

“CES is the ultimate trendsetter in the event world,” Leeb said. “Aside from the fact that it's the first major show of the year, it's one of the largest tech-forward events in the world, which means exhibitors are showing up with the latest and greatest event tech out there. The trends we pulled out of CES are also trends that Paul and I have seen at other major shows in different industries.”

Here are the three key trends from their presentation:

1. Going Green. Sustainability saw a significant surge in presence at CES, indicating a growing focus on environmental responsibility within the event industry. Exhibitors showcased efforts to reduce waste, emission and environmental impact in booth construction and operations. Booth construction is increasingly incorporating materials made from recycled or sustainable sources. Examples included using raw wood and plywood, minimal flooring vs. carpeting and reducing material usage while maintaining aesthetic appeal and functionality (see image below). The Samsung booth featured a dedicated space to highlight its sustainability efforts, using recycled materials to create the walls. 

2. Immersive Experiences. While not new, immersive experiences continue to evolve rapidly, with a particular appeal to younger audiences. Exhibitors emphasized creating engaging and memorable experiences that attendees can’t get via their computers or devices. Immersive experiences were categorized into three types: one-to-many (thematic journeys), one-to-some (rides or demos) and one-to-one (personalized experiences). Interactive theaters were used to transport attendees into immersive storytelling experiences, utilizing technology, video, sound and even sensory elements for a highly engaging and educational experience.

3. Show It, Don’t TelI It. Exhibitors moved away from relying solely on static and digital signage content to deliver messages. This trend encourages more interactive and tangible ways of communication, recognizing that audiences are inundated with digital content and seeking more impactful experiences. Exhibitors prioritized hands-on activities and demonstrations for education, based on attendee preferences. Companies, like Samsung, simplified complex product messages using robotics, kinetic LED and physical demonstrations.

Want to know more? Download a PDF of the presentation by Impact XM here:

Main image: Amazon booth at CES 2024

In celebration of Earth Day 2024, we want to share highlights from our latest podcast interview with Honeycomb Strategies CEO and ASM Global Chief Sustainability Officer Lindsay Arell. These 10 takeaways highlight the multifaceted approach to sustainability in events, encompassing operational changes, partnerships, transparency and a broader industry shift towards sustainable practices.

1. Integration of Sustainability Practices: Natural Products Expo West is one trade show that’s leading by example. The trade show has successfully integrated sustainability practices into nearly every aspect of its operations over the last 10 years. Find out more about the show’s sustainability program here.

2. Efforts to Reduce Single-Use Plastics: Informa Markets, event organizer of Natural Products Expo West, has made a significant effort to implement alternatives to single-use plastics, such as reusable cups and sampling containers.

3. Partnerships for Sustainability Goals: Finding partners to achieve ambitious sustainability goals is crucial, and transparency about these efforts attracts more stakeholders to join the cause.

4. Transparency and Credibility: Openly sharing sustainability initiatives and challenges, and being credible in claims, are essential for building trust and progressing in sustainability efforts.

5. Personal Journey in Sustainability: Arell's journey into sustainability started from her personal experiences and observations of waste in events, leading her to pitch a sustainability-focused role.

6. Role as Chief Sustainability Officer: Arell's role involves developing and implementing sustainability practices across ASM Global's venues worldwide, focusing on environmental metrics like energy, waste, water and food.

7. Challenges in Establishing Baseline Metrics: Gathering accurate data and establishing baseline metrics for sustainability performance across diverse venues and regions is a complex but necessary process.

8. Corporate Sustainability Goals: ASM Global has set ambitious sustainability goals, including achieving renewable energy consumption, waste diversion, eliminating single-use plastics and reducing water consumption and food waste.

9. Behavioral Shifts for Sustainability: Emphasizing operational practices, such as turning off lights and proper waste disposal, plays a significant role in achieving sustainability goals.

10. Trends in Sustainability for 2024: Trends include a shift towards reusables instead of single-use items, increased focus on water bottle filling stations and the importance of certifications like ISO 20121 and Event Sustainability Standards from the Event Industry Council.

Want to know more? Listen to the full interview here.

While 61% of exhibitors claimed unpredictable costs have a major influence on their decision to attend an event, 93% believe the quality of expected attendees is the most impactful outcome, even when compared to external constraints, according to “Event Excellence by Design,” a new report that takes an inside look at exhibitor objectives and provides show organizers with insightful data to help them design more impactful event experiences.

Lead quality remains the No. 1 measure of success, even more than last year. When exhibitors were asked how they measure the value their organization receives from exhibiting and sponsoring, 67% said quality of leads in 2024, compared with 63% in 2023. Other measures of success include: actual sales (51%), number of leads (50%), potential sales (42%), number of meetings/business connections (32%) and traffic to exhibit as a result of sponsorship (10%)

Created by global events company Freeman, the report follows on the heels of its 2024 Attendee Trends Report, released in January, which proposed a new way for organizers to think about event excellence.

Related: LATEST FREEMAN ATTENDEE TRENDS REPORT DEMONSTRATES THE SHIFTING DEMANDS OF ATTENDEES AND HOW TO MEET THEM

Backstory: Comprising a wide swath of B2B exhibitors and sponsors who also exhibit, the report’s data stems from a survey conducted in February that garnered responses from 1,911 industry professionals.

Why it matters: From understanding exhibitor concerns to uncovering where exhibitors and attendees do or don’t align, the data helps pave a path for organizers to produce events that are more meaningful for everyone despite differences in age, event type and objective, according to Freeman officials.

What they are saying: “Successful events don’t happen by accident, and it’s important to understand the objectives of all parties involved including exhibitors, attendees and sponsors,” said Ken Holsinger, senior vice president of strategy at Freeman. “For event organizers, this understanding of their customers and ongoing shifts in trends and demographics is all critical in delivering value to the overall experience.”

We did a deeper dive into the data to put together this curated list of highlights from the research:

Exhibitor participation is holding steady: After a successful 2023, most exhibitor budgets will increase or stay the same in 2024. According to the report, 79% of exhibitors plan to attend the same number of events or more in the next year, and 75% do not plan on cutting back their exhibiting budgets.

Related: WHAT ATTENDEES WANT: 11 TAKEAWAYS FOR EVENT ORGANIZERS/EXHIBITORS

 Lead generation reigns supreme: The most important components of the overall event experience for exhibitors are:

         ◦       35% lead generation

         ◦       25% brand impact/awareness

         ◦       24% sales

         ◦       17% lead nurturing

Exhibitor demographics and event types are shifting: 46% of exhibit marketers are now female (5% more than last year), and their average age has decreased from 51 to 47. 72% are exhibiting at various types of events beyond just trade shows.

More exhibitors are considering independent events: Despite promising exhibitor event plans and budgets, gaps in expectation and satisfaction with third-party events remain. Those exhibitors who can afford to are planning or executing their own independent events to realize more value.

Exhibitors want more out of lead generation and networking: Meeting with customers/prospects and acquiring leads are top objectives, however, exhibitors are increasingly unsatisfied with the leads they receive.

Exhibitors want predictable, all-inclusive packages: 64% of exhibitors agree that turnkey, all-inclusive exhibit packages are the most important type of assistance from event organizers. However, “all-inclusive” can look different for small and large exhibitors.

Big picture: The report also details the growing gaps between attendee and exhibitor expectations, exhibitor behaviors and attendee needs and large and small exhibitors, and provides valuable action steps for organizers to bridge those gaps and deliver greater value across the events ecosystem.

Download the Freeman 2024 Exhibitor Trends Report – Event Excellence by Design here.