MAGIC-ally Transforming Show Floor Design

August 28, 2014

Mark Munhall

Mark Munhall is Senior Vice President, National Accounts at GES. He has more than 30 years experience in the event industry including over 13 with GES focusing on large national portfolio business including Advanstar, Reed, Microsoft and MP Associates. 

There’s no “one size fits all” when it comes to show floor design. Just as exclusive as the fashion trends I see at MAGIC every year, the GES team aspires to bring our Advanstar client’s show floor vision to life and make it unique as possible. Too often, trade shows look alike, and our client is committed to making their exhibitors’ experiences fresh – from the way they manage the show to the way they interact with attendees.

For their summer 2014 show, Advanstar challenged us to create a new look and feel that would elevate the look of MAGIC.

It needed to be an elegant canvas that showcased their exhibitors’ products with polished and extremely high end finishes. When they came to my team with this challenge, we readily accepted. We vowed that we would deliver something that would turn heads and make products ‘pop’. That’s where FIT 3.0 came in.

FIT 3.0 is a versatile, exclusively designed GES system. The development of the system was led by GES’ product development team based out of Las Vegas and Chicago who solicited input from teams across the country for research, testing and a prototype.

After about 20 pages of tradeoffs between individuals, a final direction was chosen. Long hours were spent challenging traditional trade show design and determining the best-in-class solutions for numerous show site challenges based on each venue.

The multi-functional system offers infinite configuration possibilities and an array of accessories that exhibitors can choose to use at their discretion.

The real show-stopper is the fabric insert that allows overlay options and light box incorporation, creating a truly unique offering. The installation of 23,000 double-sided panels in the luxurious white fabric WOW-ed not only attendees, but the client and industry.

Take a behind-the-scenes look at the final product …

Video Case Study- http://youtu.be/Icys6suWl4I

Sometimes thinking outside of the box doesn’t require completely reinventing the wheel, but it does require change. By offering a limited amount of structures with an infinite amount of material options, MAGIC now has a unified show look without restricting visual opportunities for branding. The beauty of this system is that it gives exhibitors the ability to totally change the feel of a space through material selection. The industry is hungry for something new and we believe this system feeds that desire.

How are you challenging the norm within our industry? Share your ideas below; we’d love to collaborate and continue pushing our industry outside of its comfort zone.

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Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact