Explore the history of trade shows

Chicago – Trade shows can be found worldwide in almost every industry. Activities such as CES®, ISC WEST and the National Restaurant Association cover millions of square feet and are visited by millions of participants and have caused a huge economic impact worldwide.

But, how did this all begin?

Trade Fair Director (TSE) talked with Larry Kulchawik and Bob McGlincy, event industry legends and authors Invisible Industry: Development of Trade Exhibitionsabout the history of events – and a glimpse of their future.

The origin of the event

“At the beginning of the Persian market 3,000 years ago, although there were higher dates that were probably the mid-1400s of the Frankfurt Book Fair,” McGrinch explained. “The first modern trade show was the great exhibition of 1851. It was the first international exhibition and hosted 14,000 exhibitors from 44 countries.”

The Industrial Fair appeared in the late 1700s and became more popular in the 1800s. In the late 1800s, many people evolved into industry-specific trade fairs, such as activities dedicated to bicycles, food and electricity.

The economic boom after World War II fueled the growth of the industry, which took off in the 1970s, according to McGlincy.

Key Player

With the development of trade, American cities began to establish conference centers.

“Every major city in the United States has grown in the same way,” explains Kulchawick. “They choose to invest money in conference centers…Why are they so willing to invest? Attract people and income to their cities.”

Cities like New York struggled first with unions and regulations, while others like Chicago flourished.

Industry associations were established, including UFI, the Global Association of the Exhibition Industry (1925), the International Association of Exhibitions and Activities (Est. 1928) and the Association of Exhibition Services and Contractors (Est. 1970) – aimed at advocating for areas of growth.

although Invisible industries Offering a comprehensive list of influential players, here are the people and organizations that any trade show enthusiast should know:

• In 1927, Buck Freeman Founded Freeman Decoration Company (now known as Freeman). His son Donald Freeman As Freeman grew into the world’s largest brand experience provider and turned the role of gig contractor into someone who provides coordination services, helping unify various segments of the industry.
• Fred Kitzing Kitzing, Inc was launched in 1950. , and proposed that the sale is not the trade show mentality, but the appeal and inner people to potential buyers stand out.
• Moss display Launched in 1955, the concept of pop-up fabric exhibition was pioneered.
• 1963 Richard Swandby The exhibition survey company was launched to provide a benchmark for exhibitors and exhibition organizers.
• Greyhound Company – The first large company to own an exhibition company – In 1969, Manncraft (logo, window and exhibition company) was purchased and renamed its name to Greyhound Fair Service (now known as GES).
• In the late 1970s, Jack McEnteeThis is one of the industry’s first independent labor contractors (also known as exhibitor-appointed contractors) that launched I&D Inc. He helped change the attitude of carpenters who set up exhibitions, inspired their kindness to their clients and fulfilling their needs, and gave them a more service-oriented mindset. This creates a new model for on-site carpenter behavior.
• Nomadic display Beginning in the late 1970s, the first umbrella exhibition was introduced.
• Bill Mi The Trade Fair Bureau was established in 1978, which is now the Exhibition Industry Research Center.
• Ingrid Boyd In 1990, he became the first female chairwoman of the Society of Experiential Designers and Producers and led the movement to bring American companies to international exhibitions.

Related. Event Successful Insights: Q&A with CEIR’s Nancy Drapeau, IPC

Events and the future of events

In 2020, the COVID-19 pandemic shut down the trade show industry. When the event returns, they will provide more digital elements, such as screens in the booth where participants can talk to the company’s leaders or view marketing materials.

Kulchawik explains that virtual solutions, while effective, lack the emotional component of face-to-face interaction, which he sees as key to achieving a strong sales strategy. According to Kulchawik, the lack of travel and exciting, face-to-face experiences creates demand for those experiences when events return, which makes Las Vegas and Orlando more extensive about trade shows.

“The experience is really all about the last two or three years.” “The emotional reason people decided to go to Las Vegas or Orlando. It’s because of secondary attractions…especially after Kuved.”

But even if the world is changing, Kulchawik and McGlincy believe that the trade show format will remain here.

“Trade show jobs – they make dollars and it makes sense,” McGrinch said. “They are mini-enterprise shopping centers and network hubs. Trade shows are ideas incubators – places where ideas are allowed to cross-pollinate ideas to flourish and bloom.

“It’s an in-person industry that won’t change. It’s all about participation – while events are becoming more and more interactive, and the industry is growing, we still need interaction between people… Hybrid performances and audiences that can expand the show, but, ultimately, people’s value to people and people’s value is attributed to people’s value.

Buy invisible industries here.

Also, you can find Trade exhibitions from one country to the nextKulchawik’s guide on how the industry changes with the country.

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