EXHIBITION PLANNINGV
ENU
E FA
CIL
ITY
CO
NS
IDER
ATIO
NS
EXH
IBIT
ION
MA
RK
ETIN
G
EXHIBITION SALES AND OPERATIONS
CONTRACTED SERVICES
CO
NS
IDER
ATIO
NS
CONSIDERATIONS
BU
DG
ET M
AN
AG
EMEN
T
FINANCIAL MANAGEMENT STRATEGIESEDUCATION ON THE EXHIBITION FLOOR
FACILITIES
FACILITIES
FAC
ILIT
IES
FACILITIESSHIPPING
GEN
ERA
L M
AR
KET
ING
PR
AC
TIC
ES
MARKETING STRATEGIES AND TACTICSS
PO
NS
OR
SH
IP A
ND
PR
OM
OTI
ON
AL
OP
PO
RTU
NIT
ES
BOOTH STAND SALESHOUSING AND REGISTRATION
ON
SIT
E O
PER
ATIO
NS
OFF
ICIA
L A
ND
SP
ECIA
LTY
SER
VIC
E C
ON
TRA
CTO
RS
EXHIBITION TECHNOLOGY
AU
DIO
VIS
UA
L S
YS
TEM
S O
N T
HE
EXH
IBIT
ION
FLO
OR
FOO
D A
ND
BEV
ERA
GE
SHIPPING EXHIBITION MATERIALS
TRANSPORTATION
HO
TEL
AN
D V
ENU
E C
ON
TRA
CTS CRISIS MANAGEMENT
BU
DG
ETM
AN
AG
EMEN
T
BU
DG
ET M
AN
AG
EMEN
T
MARKETING STRATEGIES AND TACTICS
STRATEGIES AND TACTICS
EXHIBITION PLANNINGEXH
IBIT
ION
SA
LES
OP
ERAT
ION
S
HOUSING AND REGISTRATIONFACILITIES
CO
NS
IDER
ATIO
NS FOOD AND BEVERAGE
EXH
IBIT
ION
SA
LES
AN
D O
PER
ATIO
NS
FINANCIAL MANAGEMENT STRATEGIES
TRANSPORTATION
EDU
CAT
ION
ON
TH
E EX
HIB
ITIO
N F
LOO
R
EXHIBITION SALES AND OPERATIONS
EXHIBITION SALES AND OPERATIONS
HOUSING AND REGISTRATION
FACILITIES
FACILITIES
STRATEGIES
SHIPPING EXHIBITION MATERIALS
VENUE FACILITY CONSIDERATIONS
EXHIBITION PLANNING
VEN
UE
FAC
ILIT
Y C
ON
SID
ERAT
ION
S
EXHIBITION PLANNING
CRISIS MANAGEMENT
HOUSING AND REGISTRATION
VENUE FACILITY CONSIDERATIONSVENUES
VENUES
ON
SIT
E O
PER
ATIO
NS
ON
SIT
E O
PER
ATIO
NS
VEN
UES
VEN
UES
FACILITIES
EXH
IBIT
ION
S
EXHIBITIONS
EXHIBITIONS
EXH
IBIT
ION
S
FOOD AND BEVERAGE
FOOD AND BEVERAGE
MANAGEMENT
MANAGEMENT
MANAGEMENT
MANAGEMENTSHIPPING EXHIBITION MATERIALS
TRANSPORTATION
TRANSPORTATION
TRANSPORTATION TRANSPORTATION
ONSITE OPERATIONSO N S I T E O P E R A T I O N S
EXHIBITIONSFOOD AND BEVERAGE
FACILITIES
SHOW FLOOR
SHOW FLOOR
PLANNING
PLANNING
PLANNING
AUDIOVISUAL SYSTEMS
AUDIOVISUAL SYSTEMS
AUDIOVISUAL SYSTEMS
SHOW FLOOR
FLOORSHOW
STR
ATEG
IES
STRATEGIES
STR
ATEG
IES
STR
ATEG
IES
STRATEGIES
STRATEGIES
STRATEGIES AND TACTICS
Lead EditorsJanet Sperstad, CMPAmanda Cecil, PhD, CMP
InternationalAssociation ofExhibitions and EventsTMEXHHIIBBIITTIION PLANNING
VEN
UE
FAC
ILIT
Y C
ON
SID
ERAT
ION
S
EXH
IBIT
ION
MA
RK
ETTIN
G
EXHIBITION SALES AND OPERATIONS
CCONTRACTTEED SERVICESB
UD
GEETT
MA
NNAA
GGEEMM
EENNTT
FINANCIAL MANAGEMENT STRATEGIESEDUCATION ON TTHE EXHIBITION FLOOR
TIN
G P
RAA
CTI
CES
MARKETING STRN
AL
OP
PO
RTU
NIT
ES
BOOTHH STAND SALESHOUSING AND REGISTRATIOON
ON
SSIIT
E O
PER
ATIO
NS
RV
ICE
CO
NTR
AC
TOR
S
EXHIBITION
HE
EXH
IBITT
ION
FLO
OR
SHIPPING EXHIBITION MATERIALLSS
TRANSPORTATIONNCRISIS MANAGEMENT
GEM
ENT
MARKETING STRATEGIES AND TACTICS
STRATEGIES AND TACTICS
EXHIBITIOONN PPLLAANNNNIINNGEXH
IBIT
ION
SA
LES
OP
ERATT
IION
S
HOUSSING AND REGISTRATIONFACILLITIES FOOD AND BEVERAGEE
EXH
IBIT
ION
SA
LES
AN
D O
PER
ATIO
NS
IBIT
ION
FLOO
OORR
EXHIBITIONN SSAALLEESS AANNDD OOPERATTIIOONNSS
HHOUSING AND REGISTRATION
STRATEGIESSEXHIBITION PLANNINNGG
ON
SID
ERAT
ION
S
CRISIS MANAGEMENT
VENUE FACILITY CONSIDERATIONSAT
ION
S
ON
SIT
E O
PER
ATIO
N
EXHIBITIONS
BIT
ION
S
TRANSPORTATION
TRANSPORTATION TRANSPORTATION
PLANNING
AUDIOVISUAL SYSTEMS
AUDIOVISUAL SYSTEMS
S
SHOW FLOOR
STR
ATEG
IES
STRATEGIES
S S
SSTTRRATEGIES
STRATEGIES
STRATEGIES AND TACTICS
Le EdBI
BI
InternationalAssociation ofExhibitions and EventsTM
ARTSHOWOF THE
THE
EditorsCathy Breden, CMP, CAEMarsha L. Flanagan, M.Ed.
5TH EDITION
AN INTRODUCTION TO THE STUDY OF EXHIBITION MANAGEMENT
®
The Art of the Show An Introduction to Exhibition Management, Fifth Edition. Copyright © 2019 International Association of Exhibitions and Events. All Rights Reserved.
i
TABLE OF CONTENTS
FOREWORD ...............................................................................................................................................................iii
PREFACE ....................................................................................................................................................................iv
ACKNOWLEDGEMENTS .............................................................................................................................................vii
ABOUT THE EDITORS .................................................................................................................................................ix
LIST OF FIGURES ......................................................................................................................................................xii
LIST OF TABLES ....................................................................................................................................................... xvi
SECTION 1: INTRODUCTION .................................................................................................................................... 19
CHAPTER 1 – Industry History & Overview ........................................................................................................ 21
CHAPTER 2 – Exhibitions Defined ...................................................................................................................... 47
CHAPTER 3 – Careers in the Exhibitions and Events Industry ............................................................................. 57
SECTION 2: EXHIBITION PLANNING ........................................................................................................................ 65
CHAPTER 4 – Strategic Enterprise Management: Process and Outcomes .......................................................... 67
CHAPTER 5 – Project Management: Managing Successful Exhibitions ............................................................... 81
CHAPTER 6 – Budget Management ................................................................................................................... 95
CHAPTER 7 – Financial Management Strategies .............................................................................................. 117
CHAPTER 8 – Learning Experiences on the Exhibition Floor ............................................................................. 129
CHAPTER 9 – Sustainability ............................................................................................................................. 139
CHAPTER 10 – Evaluation ............................................................................................................................... 145
SECTION 3: VENUE/FACILITY CONSIDERATIONS .................................................................................................. 157
CHAPTER 11 – Request for Proposal ............................................................................................................... 159
CHAPTER 12 – Destination Marketing Organizations ....................................................................................... 175
CHAPTER 13 – Facilities .................................................................................................................................. 191
CHAPTER 14 – Site Selection .......................................................................................................................... 203
CHAPTER 15 – Developing Floor Plans ............................................................................................................ 223
SECTION 4: EXHIBITION MARKETING ................................................................................................................... 239
CHAPTER 16 – General Marketing Practices .................................................................................................... 241
CHAPTER 17 – Marketing Strategies and Tactics ............................................................................................. 259
CHAPTER 18 – Sponsorship and Promotional Opportunities ............................................................................. 273
CHAPTER 19 – Booth/Stand Sales ................................................................................................................... 283
The Art of the Show An Introduction to Exhibition Management, Fifth Edition Copyright © 2019 International Association of Exhibitions and Events. All Rights Reserved.
ii
SECTION 5: EXHIBITION OPERATIONS .................................................................................................................. 297
CHAPTER 20 – Housing and Registration ......................................................................................................... 299
CHAPTER 21 – On-site Operations .................................................................................................................. 313
CHAPTER 22 – Official and Specialty Service Contractors ................................................................................ 325
CHAPTER 23 – Exhibition Technology .............................................................................................................. 345
CHAPTER 24 – Audiovisual Systems on the Exhibition Floor............................................................................. 361
CHAPTER 25 – Food and Beverage .................................................................................................................. 371
CHAPTER 26 – Shipping Exhibition Materials ................................................................................................... 383
CHAPTER 27 – Transportation ......................................................................................................................... 399
SECTION 6: LEGAL, RISK, SAFETY AND CRISIS MANAGEMENT ........................................................................... 413
CHAPTER 28 – Basics of Hotel and Venue Contracts ........................................................................................ 415
CHAPTER 29 – Exhibition Insurance ................................................................................................................ 439
CHAPTER 30 – Exhibition Security, Risk and Crisis Management ..................................................................... 453
CHAPTER 31 – Business Ethics ....................................................................................................................... 471
GLOSSARY ............................................................................................................................................................. 479
WORKS CITED ........................................................................................................................................................ 519
INDEX .................................................................................................................................................................... 527
TABLE OF CONTENTS
The Art of the Show An Introduction to Exhibition Management, Fifth Edition Copyright © 2019 International Association of Exhibitions and Events. All Rights Reserved.