Quick Guide For The New Exhibitor
Thinking about or getting ready to exhibit at a tradeshow here
in the United States?
Exhibiting is a great way to reach audiences and give your
company a wider exposure fast.
Here is a short but quick guide that will help you prepare
to exhibit, answer common questions, and get ready for a successful exhibiting
experience.
General Service Contractor / Official Services Contractor
The General Services Contractor (GSC), also known as a
General Contractor (GC) or Official General Contractor (OGC), is contracted by
the show organizer to handle oversight of the physical setup and teardown of
the exhibition. The GSC may provide services such as:
- Generating
the Exhibitor Services Manual (also known as Exhibitor Kit)
- Installation
and dismantling of exhibit booths
- Oversight
of labor
- Material
handling and loading dock management
- Getting
the venue event-ready (signs, banners, structures)
- Managing
freight and storage for move in and move out
- Rental
of exhibits, carpet, furnishings, etc.
Some of the GSC responsibilities, such as material handling,
cleaning, and rigging are provided on an exclusive basis — meaning only the GSC
can perform these services for exhibitors.
Furniture, lighting, flooring, and audio-visual solutions
are available for rent individually, as a bundle, or as part of booth rentals.
These items are typically ordered through the GSC or a specialty contractor.
Exhibitors should order these items in advance of the
show.
To ensure the best pricing, you will want to note deadlines
and what products, services, and conveniences are provided with your booth
space.
Please note that the venue may also provide exclusive
services, such as electrical, food and beverage, rigging, etc. All of the
offerings and exclusivities are highlighted in the Exhibitor Services Manual
(ESM), including the rules and regulations of the specific venue and
exhibition.
Exhibitor Services Manual/Exhibitor Kit
The ESM is developed by the GSC for the exhibition. It
contains general event information, labor and service order forms, rules and
regulations, and other information pertinent to an exhibitor’s participation in
an exhibition.
Booth construction
In the U.S., most small exhibition booths are provided with
pipe and drape to designate each 10 ft x 10 ft space (3 m x 3 m). This will
consist of metal pipe frames and drapery walls, and is different from what is
offered as hard-wall shell schemes more commonly provided outside the U.S.
You will be able to choose how you further design your booth
space — that can include:
- Using
a simplified online process to order carpet, furnishings, etc.
- Shipping
your own exhibit to the show hall
- Contracting
with an exhibition stand builder or Exhibitor Appointed Contractor (EAC)
Be sure you are up to date on any requirements for shipping,
venue regulations, added expenses, and extended timelines due to customs
processes in the U.S.
Labor unions
Don't be scared of them. These guys are pros! In the U.S., it is most common that unions perform the
majority of the tasks in facilities.
A labor union is a group of employees in a
certain trade, industry, or corporation that organize to improve their salary,
benefits, and working conditions2.
Every venue has different union rules and regulations, so it
is important to understand the labor union rules and regulations. In your
show’s ESM/Exhibitor Kit, you’ll find detailed information about the labor
rules and regulations.
If you have a simple exhibit that you or your employees
would like to install, it may not require union labor. However, if you have a
more complex build, union labor will need to be hired through the GSC, an
approved agency, or EAC (Exhibitor Appointed Contractor).
You’ll want to pay attention to the difference in labor
rates, which are based on the date and time of when you require labor. Overtime
(more than eight hours per day or hours outside of set labor union working
hours), Sunday hours, and holiday rates can quickly get expensive. Watch the
calendar (for holidays and weekends) and plan ahead to manage costs.
If you are exhibiting in multiple cities, labor rates can
vary from venue to venue.
Material handling and shipping
Shipping is the transportation of your exhibit
properties from your location to the event. There are two general shipping
options:
- Ship
to a warehouse (known as an advanced warehouse) up to one month before the
show’s move-in date
- Ship
directly to the show site on the move-in date(s) provided
Material handling is handling the exhibit
freight once it arrives at the advanced warehouse or show site. In the U.S.,
the GSC is the exclusive provider of material handling.
In addition, the GSC brings all material from the advanced
receiving warehouse to the booth/stand location prior to the exhibitor move-in
date.
You can find these dates in the Exhibitor Services Kit.
All materials shipped to the warehouse or show site must
have an in-bound Bill of Lading (BOL) with certified weight tickets. The weight
of the material determines the cost to perform all material handling functions.
moving the freight from the advanced warehouse to the exhibition venue. This
can be a strong cost driver if not planned well and in advance.
Additional exclusive services
In some venues, there may be exclusivity contracts for
services such as cleaning, rigging, electrical, internet, food and beverage,
catering, hotel, etc. This means exhibitors must order these services through
the Exhibitor Services Manual, which specifies approved vendors.
In this case, exhibitors will need to obtain an individual
proposal, for each service, from each approved vendor — and will receive
separate invoices. More detailed Information is typically found in your
Exhibitor Kit or on the GSC online ordering platform.
You can also decide to work with an EAC, who may be able to
order all services on your behalf and will be invoiced directly, so you will
receive one invoice from the EAC for all services.
Payment process
Please note how the payment process is handled for
exhibiting at shows in the U.S.
- When
products and services are ordered through the GSC, a single, overall
invoice for all products and services is provided
- For
specialty services not provided by the GSC, invoices are provided by the
service provider(s)
- Services
ordered on-site require credit card payment at the time of order
Additional payment options may be available. Contact your
GSC for more information.
Start planning for your exhibit today
With the right approach, you’ll enjoy a smooth experience
that allows you to focus on what really matters: growing your brand and
expanding your market.
An experienced, local, exhibit partner such as Larson &
Associates can help you navigate exhibiting in the U.S., so you can avoid
frustrating (and sometimes costly) complications. Our teams provide hands-on
support, ensuring your exhibitor passport is stamped for a successful show! We have an entire tradeshow marketing plan for you to work with so not only will your booth be great but your at show expectations will be what you need them to be!
Howard LarsonLarson & Associates
is the Tradeshow Fanatic
Contact him at 847-489-0006
howard@larsonassociates.ws
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