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As the events industry evolves, regional shows and events are gaining momentum. These localized gatherings offer unique opportunities for exhibitors, attendees, and organizers alike, making them an attractive alternative to large-scale national conventions. Let’s explore the trends driving this shift, along with the benefits and challenges they present.

Regional events are considered by many for the following reasons:

Cost Efficiency

Regional events often come with lower participation costs, including reduced exhibitor fees and travel expenses.

Targeted Audiences

These events attract attendees with specific interests tied to the region, leading to more meaningful interactions and higher-quality leads.

Improved Accessibility

With less travel required, regional events are convenient and time-efficient, appealing to both exhibitors and attendees. This inclusivity extends opportunities to smaller businesses and individuals with tighter budgets.

Sustainability Focus

Regional shows support sustainability efforts by reducing the carbon footprint of long-distance travel and shipping while boosting local economies.

Flexibility and Frequency

With shorter planning cycles, regional events allow for quicker pivots in response to market needs. Their smaller scale also enables companies to participate in multiple events throughout the year.

Hybrid Integration

Combining in-person experiences with virtual components expands the reach of regional events, blending the best of both worlds.

Stronger Relationships

Regional shows foster community and trust through repeated, localized interactions, strengthening relationships with clients and partners.

Post-Pandemic Preferences

Smaller events are perceived as safer and more manageable, especially in a world still adapting to new health and safety standards.

As we consider hosting regional events, we come across the following pros and cons:

PROS OF REGIONAL EVENTS

Cost-effective Engagement

Lower fees and travel costs make these events accessible to more participants, particularly for smaller businesses or those with limited budgets. This affordability can encourage higher participation rates, leading to a vibrant and dynamic event atmosphere.

Targeted Reach

Exhibitors connect with a highly relevant audience, often leading to higher conversion rates. Regional events are designed to cater to local interests and needs, enabling businesses to deliver tailored solutions and messages that resonate with attendees.

CONS OF REGIONAL EVENTS

Ultimately, the key is finding the right balance. Regional shows and events offer a promising pathway for companies seeking cost-effective, targeted, and sustainable engagement. However, balancing the benefits against the challenges requires strategic planning. Companies must carefully consider their goals, resources, and audience preferences to make the most of these opportunities.

As this trend continues to grow, regional events will likely play a pivotal role in shaping the future of the events industry. By embracing their unique advantages and addressing their challenges, businesses can harness the power of regional shows to build stronger connections and achieve lasting success.

Elevation3D and UL Solutions—Scaling Exhibit Excellence

A Customer Success Case Study

When UL Solutions first partnered with Elevation3D in 2015, they needed reliable rental exhibits for three annual trade shows: National Safety Council (NSC) Safety Congress & Expo (NSC), American Association of Occupational Health Nurses 2019 (AAOHN), and American Society of Safety Professionals (ASSE). These events utilized 10×20 and 20×20 in-line exhibits.

Over time, UL’s requirements expanded significantly, growing from a handful of rentals to over 60 events annually by 2024 – including both rental trade show exhibits and fulfillment services for their portable exhibits. In 2023 UL transitioned their entire portable and fulfillment inventory to Elevation3D and we found new ways to successfully manage shows happening across the country simultaneously.

UL’s increasing scope and the need for consistent branding across multiple Customer Operating Units (COUs) presented logistical challenges. Furthermore, their team sought a more efficient way to manage exhibit options and share them with internal stakeholders.

UL Solutions and Elevation3D Scalable Exhibit Design and Program Management Example

To address UL Solutions’ evolving exhibit needs, we developed a scalable, multi-faceted program management approach. It was important for us to provide the UL teams with direct access to their inventory and all parts of the process in order to avoid bottlenecks. We created the tools and processes necessary to ensure the UL team could manage multiple booths simultaneously, providing an efficient process that upholds a high standard of quality assurance and efficiency.

With the solutions tailored to their specific needs, we were able to empower the UL teams to personally set up projects, select designs, and manage their inventory.

Custom LookBook Development

To streamline exhibit selection and ensure consistent branding, we created a custom designed “LookBook” featuring branded 10×10, 10×20, and 20×20 rental designs specifically for UL Solutions. The LookBook allows UL’s individual stakeholders to view trade show booth design options, approximate budgets, and customization capabilities without needing regular involvement from Regional Managers.

Updates to the LookBook in subsequent years included UL’s rebranding and the addition of new designs to meet their evolving needs.

Exhibit Fulfillment Portal

Our internal team developed a custom online portal to manage UL’s rental and portable exhibit inventory, as well as fulfillment needs. This valuable tool provides a centralized system and simplified process for inventory tracking, property reservations, and shipping exhibit materials.

The unique management system is fine-tuned to allocate inventory by COU at UL, making it even more intuitive for UL’s team. We’re always considering the user experience – both for our clients’ teams and their customers.

Our warehouse teams created a dedicated storage space for UL properties that is updated regularly, adjusting inventory to ensure quantities and availability are accurate in the portal.

Logistical Mastery

Exhibit properties, event branding, and inventory fulfillment are now seamlessly managed through systems tailored to UL Solutions’ exhibit needs, which allowed our team to take a closer look at how we could enhance trade show logistics including show site set-up, international and shipping, as well as print needs.

- Quick-turn Shipping: For UL’s growing presence at Canadian trade shows, we completed FedEx International training to prevent customs delays and handle same-day or urgent shipment requests without disruption.

- Efficient Show-site Set-up: On-site supervisors work with our team to virtually review booth setups for approval within strict time parameters – even on nights and weekends, helping adhere to timelines and avoid unnecessary costs for labor or supervision.

- Cost-Saving, Top Tier Printing: We partnered with a local high-quality printer to manage event collateral, reducing production costs while maintaining quality.

Our dedicated Account Manager personally oversees all logistics and approvals, ensuring every detail is handled swiftly and effectively.

Long-Term Partnership and Program Scalability

From three trade shows a year to now supporting over 60 events annually, our relationship with UL Solutions showcases a seamless ramp-up in services. This includes transitioning UL’s portable inventory to our bi-coastal warehouses to further enhance efficiency and consistency across their global trade show presence.

- 60+ Events Managed Annually: Elevation3D’s team now supports a wide range of events with rental trade show exhibit properties, event fulfillment services, and portable exhibit stands.

- Brand Consistency Across COUs: The LookBook and streamlined fulfillment system have ensured a cohesive brand presence across all UL events.

- Operational Agility: Real-time quality checks, urgent shipments, and collateral printing have enhanced UL’s ability to execute flawless events under tight timelines.

By anticipating UL Solutions’ needs and delivering scalable solutions, we have cemented a role as a trusted partner in trade show excellence. Together, we’ve built a system to grow with UL, ensuring their brand shines on every stage.

Discover how Elevation3D can support your trade show and event program with. Let’s get started.