New Report Outlines Future of Trade Shows, How to Prepare for Them

January 14, 2013

In a continuous effort to stay ahead of the curve, meeting industry leaders collaborated to fund a research project to predict, as well as plan for the future of, convention exhibits and trade shows.

ASAE Foundation, Exhibition Industry Foundation, Freeman, Gaylord Entertainment, and PCMA Education commissioned a project to look at the trends and analyze trade shows from five hypothetical perspectives. 

Each provides insight into how to create more impact with exhibit space.

Scenarios of the Future: Convention Exhibits and Trade Show 2016is the result from a year-long research study that comprised of extensive research within the exhibits industry, face-to-face discussions, outreach to industry and non-industry professionals, and online discussions.

“The future of trade shows can’t be predicted by conventional survey methodology,” said Liz Erikson, Chair, PCMA Education Foundation.

She added, “Rather than conducting traditional research, we gathered some of the best minds in the meetings and events industry in small and large group discussions to visualize where our industry is headed and what we’ll need to do to prepare.”

In addition to industry leaders, the research included perspectives from exhibitors and attendees to determine the way forward.

“This study clearly demonstrates that the future will not resemble the past,” said Francis Friedman, President of New York-based trade show consultant group Time & Place Strategies.

He added, “New marketing methods, new formats for interactions and rapid changes in social media will require new approaches to audience development and building event brand loyalty.”

The full report outlines the following key findings:

Five Scenarios for the Future – The design principles, potential risks and business model indicators associated with each approach

Four Essential Elements to Create an Unrivaled Experience – The essential ingredients for crafting a “wow” event

Top 10 Takeaways for Updating Your Exhibits Plan – Complete with descriptions and a discussion guide for further exploration

Assessment metrics tables – Key questions your team can use to gauge performance

“As an industry, it’s critical for us to continually look at how to improve the experience, quality, and format of our exhibit space, so we can provide the high-quality event our members and exhibitors expect,” said ASAE President & CEO John H. Graham IV, CAE.

To learn more and download the complete findings visit pcma.org/ConventionResearch

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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