How to Emphasize the “Wow” Factor at Your Next Trade Show or Event

October 25, 2023

The live events industry is roaring back to life, but this trend is more than just the post-pandemic surge in attendance. Customers don’t want the typical massive trade show or small business conference. They are increasingly demanding an experience. 

Attendees are craving uniqueness, such as concierge service, VIP booths, gourmet food, virtual check-ins, mobile apps and much more. But how do you make your conference or corporate event stand out from the noise?

As the CEO of a major California event rental company, I oversee a company that services more than 12,000 annual events, and we’ve seen these trends coming for years. Event customization, sociable areas, technology, connectivity and creativity are still evolving and improving. Here’s what we see through 2023, 2024 and beyond. 

Immersive Activities

Today more than ever, the attendee takes center stage at events. The value of an event lies in its ability to deliver a fresh and immersive experience. We have seen a major trend of photo booths being set up either for professional headshots or fun group photos with colleagues. We have also set up giant paint-by-the-number boards that encourage each guest to partake in a unique painting. This year’s South by Southwest (SXSW) conference in Austin, Texas, was a prime example of this trend. The 10-day conference was full of immersive experiences, from designing and creating unique personalized SXSW merchandise to live podcasts, panels and performances presented by Audible. 

Interactive Service

At corporate events and trade shows, we are seeing companies bring in third-party interactive services to create that “wow” factor at every touchpoint for attendees. Service and entertainment can work together to get guests talking. This can be anything from roaming dancers to thematically dressed servers to aerial performances.

Luxurious Ambiance

Achieving the luxurious feel at your event can be easier than you think. Even a small change, such as replacing foldable chairs with loungers, can go a long way. At the U.S. Open, held in June at the Los Angeles Country Club, lavish indoor and outdoor seating areas and structures, along with luxe food service and premium seating, made the experience seem more like a luxury hotel or resort rather than a hot, crowded golf tournament where fans elbowed each other to see the players and the scoreboard.

A Defining “Wow” Moment 

While attendees are looking for a captivating experience from start to finish, there should be at least one standout “wow” moment. This can be a classic light show, fireworks display, dance performance or something more unique like a custom drone show with the company logo.

With a focus on customer experience, practical technology and a fusion of the best elements from the entertainment business, there is every reason to be optimistic about the future evolution and prosperity of the event production and event rentals industry for many decades to come.


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Partner Voices
Partner Voices
NO WISH IS TOO BIG AT THE ORANGE COUNTY CONVENTION CENTER
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
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