Is Intelligent Engagement at Convention Centers a Trade Show Trend?

April 17, 2019

Arlene Shows

Arlene Shows (yes – that’s her real last name!) is the Marketing Director for TSNN & TSNN Awards and a passionate networker in the events industry.

Why should all event profs stay on top of industry trends? Here’s a solid reason: Business to business trade shows generate a significant amount of revenue for business, consumers and e-commerce globally, and it’s expected to grow past nearly $16.8 billion by 2021, according to PwC.

It’s our job at TSNN to report these tips and trends to our audience, especially when it involves how event professionals interact and engage with the world around them.

Recently, we were inspired by a webinar discussing how to maximize ROI on venue experience with intelligent digital technology, produced by Samsung SDS.

We were educated by an impressive group of speakers; Joseph Lanners, director of customer experience and innovation at Samsung SDSA; Hugh Sinnock, president of HKS Strategies; Jenelle Brewer, director of customer experience at Las Vegas Convention Center; and Joaquin Quesada, deputy director of sales and services at Anaheim Convention Center.

Now, we’re inviting you to take a deeper dive with us into ways to optimize exhibition halls and meeting rooms with this technology to improve engagement.

This content will not only help you provide a better customer experience but also provide an opportunity for you to maximize revenue for every show.

5 Key Takeaways (Listen to the full webinar recording below for a broader education):

1. Venue renovations are on the rise and attendees are engaging with new technologies; they’re succeeding with some, not succeeding with others.

2. Trade show industry growth and a strong economy enable convention centers and venue operators to invest in new and emerging technology. For the first time since 2008, the industry has surpassed the pre-recession growth rate for all major indicators and is tracking closely with GDP.

3. Technology and digital signage trends are adding the most value for hospitality experts (and the convention and event industry) including dynamic “infotainment,” wayfinding through geolocation, and smart ad sales.

  • Convention centers are working on incorporating wayfinding systems to create a seamless and cohesive customer journey.
  • Smart ad sales technology is creating additional revenue sources for venues, thereby supporting expansion and renovation efforts.

4. Ultimately, technology is having an impact on every major area of the business on both the customer experience side and behind-the-scenes venue management.

5.  Exhibitors have an expectation for more, whether it be bigger, better or faster, and venues are expected to deliver.

Thanks to the convention center executives and thought leaders who discussed how they’re innovating their spaces and creating better visitor experience by leveraging technology – please continue to inform us!

Listen to the free webinar here.

Samsung SDS is a paid advertiser with TSNN


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Partner Voices
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