Why Everyone Should Celebrate a Thriving Exhibitions Industry

June 9, 2015

There is an important behavioral shift underway, one that has huge implications for businesses, organizations and local communities. That change? The growing preference of experience.

While digital marketing continues to grow, in parallel, there is an increased desire for experiences, seen across the board but particularly with Millennials and GenZ. Researchers at Ad Age identified this trend in a recent report, noting that overall promotion, events and experiential agency revenue is growing at a greater rate than advertising, PR, and media.

Certainly, event marketers should rejoice, but this news has implications far beyond the exhibition industry. When the event industry grows, so does business. All business. The exhibitions and events industry is a critical economic driver locally and globally, generating revenue for local companies and creating jobs, while driving business connections and sales. Beyond the event itself, attendees drive revenue into host cities by frequenting mom and pop businesses, dining at local restaurants, and using travel and hospitality providers in the vicinity. Here’s a breakdown of the economic power of the exhibitions industry:

For Businesses

Exhibitions and events enable buyers, sellers and other stakeholders to connect face-to-face with more effectiveness than any other communications channel. This face-to-face engagement is what helps create strong business and personal relationships, and 95 percent of professionals say face-to-face events are key to fostering successful business connections and 87 percent of attendees say live meetings are essential for closing deals*. In addition, exhibiting at trade shows proves valuable for companies looking to reach new customers, with marketers stating they find more and better qualified leads at trade shows versus other marketing channels.**

For Organizations

Face-to-face events are literally connected to and used by every business sector, interest group and association. From tile manufacturers to medical equipment specialists, pet product companies to food and beverage providers – this industry covers it all. Exhibitions are a primary way to keep key communities connected in order to share innovations, education, and make professional contacts.

For Local Communities

According to CEIR, the U.S. exhibitions industry contributes more than $79.3 billion directly to the GDP in attendee and exhibitor spending. Events and exhibitions also support 1.8 million jobs across the country and generate $88 billion in federal, state and local taxes each year which funds and supports our communities, according to CIC.

To keep our economy going, and business moving forward, I hope you’ll join Freeman in supporting the Exhibitions Mean Business campaign and the signature Exhibition Day event, taking place in Washington, D.C., on June 8 and 9. 

We’ll share with lawmakers the significant impact the exhibitions and events industry has on the economy, as well as discuss how regulatory decisions impact the industry’s ability to make these positive economic contributions. Follow us at @freemanco and @freemanxp, and #ExhibitionsDay.

*Why Real Face Time Will Always Matter – Inc, September 22, 2014

** The Most Effective B2B Lead Generation Tactics – MarketingProfs, November 2014

This article was first published on Freeman’s blog HERE.  

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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