Badges, Graphics, Mobile Phones and Extensions » Exhibition City

Icons and milestone series Mark Hebert

Here is part of the Icons & Milestones series that begins with the exhibition City News 30th Anniversary. The series focuses on icons and milestones from trade fairs. As we earn honors in the Icons and Milestone Series, we celebrate their revolutionary approach to every aspect of the trade show. Thanks to Bob McGlincy and Larry Kulchawick for their assistance in this section.

In this, we examine digital badge scanning, the emergence of digital printed graphics, the introduction of smartphones and two conference center expansions: the South Building at McCormick Square and the Western expansion of the Las Vegas Convention Center. For a complete series of icons and milestones, click here.

Digital badge scan

Participation in revolutionary trade exhibitions

The introduction of digital badge scans in the 1990s marked a major innovation in the trade show industry, changing the way exhibitors and attendees interact. With scannable badges, exhibitors can quickly collect attendee information during the event, enabling real-time lead tracking and after-the-fact follow-up. This technology simplifies the data collection process, which was previously manual and time-consuming. As a result, exhibitors can better target their outreach activities and personalize their interactions with potential customers, making their trade fairs more effective. The rise of digital badge scanning not only enhances the attendee experience, but also sets new standards for event efficiency and data-driven marketing strategies within the industry.

Digital printing graphics

Convert visual brands in trade fairs

The advent of digital printed graphics revolutionized the trade show industry by changing how exhibitors approach visual brands. Digital printing technology allows the creation of high-quality, vibrant graphics that can be customized to fit any booth design, in a sharp contrast to traditional screen printing methods that are both time-consuming and detailed. This technology enables exhibitors to produce large-scale detailed visuals that can be easily updated or replaced, making it ideal for a fast-paced trade show environment. The rise of digitally printed graphics sets new standards for booth presentations, where the quality of the graphics becomes as important as the physical structure of the booth itself. This innovation not only enhances the aesthetic appeal of the exhibition, but also allows for increased flexibility and creativity in marketing strategies.

Introduction to Smartphones

Participation in revolutionary trade exhibitions

The widespread adoption of smartphones in the late 2000s and early 2010s marked a significant change in the trade exhibition industry, fundamentally changing the way exhibitors and attendees interact during the event. Smartphones can access information immediately, enabling real-time communication, navigation and networking in TradeShows. With event-specific apps, attendees can easily access schedules, maps, and exhibitor information, while exhibitors can interact with visitors through interactive features and instant updates. The technology can also integrate social media, thus extending the impact of trade fair events beyond the physical venues. The use of smartphones enhances the overall experience for exhibitors and attendees, making the trade show more dynamic, efficient and interactive. With smartphones everywhere, they transformed the industry, setting new expectations for connectivity and engagement in live events.

McCormick Place’s South Building

Change the landscape of a trade show

Opening in 1996 at McCormick Place in Chicago was a critical moment in the trade fair industry. The expansion added 2.9 million square feet of McCormick Place Complex, including 840,000 square feet of exhibition space, greatly increasing the capacity of the venue. This development has allowed Chicago to host some of the world’s largest practices and trade shows, thus cementing the city’s position as a major player in global trade shows. The state-of-the-art facilities of the South Building, with advanced loading docks and flexible space configurations, set new standards for the modern convention center. This expansion not only boosted Chicago’s economy, but also affected the design and operation of future sites around the world.

Las Vegas Convention Center’s western expansion

A new era of events

The Western expansion of the Las Vegas Convention Center was completed in 2001 and is a huge development of the trade fair. This expansion adds nearly 1.3 million square feet of space, including a large new exhibition hall, conference rooms and lobby, allowing the facility to host larger and more complex events. The expansion is part of a broader strategy to position Las Vegas as a primary destination for conventions and trade fairs and leverages the city’s existing infrastructure and entertainment options. The project not only promotes the local economy by attracting millions of visitors a year, but also setting new benchmarks for the design of the conference center. The expanded center provides unparalleled flexibility and capability to adapt to the growing demands of global trade fairs. This milestone cemented Las Vegas’ reputation as a leader in the event industry and influenced how other cities can develop their own conference facilities.