Starting in a Pavilion

For many foreign companies, a pavilion provides a safe entry point. Joining a country pavilion gives you visibility with minimal risk. Yet pavilions often struggle to attract high-end attendees. The same holds true for American pavilions abroad. Once you step out on your own, the playing field becomes more equal. With the right products and a competitive presentation, your company can advance to the next level. In the U.S., one impressive exhibit at a major industry show is more effective than spreading resources across several smaller ones.

Key Realities of U.S. Trade Shows

Even experienced exhibitors encounter pitfalls. To prepare, consider these differences when exhibiting at American trade shows.

Know Your Venue

Every convention center operates differently, even within the same city. Many large halls fall under union jurisdiction, which drives up installation and dismantle (I&D) costs.

Simplify Graphics

Attendees in the U.S. move quickly between meetings, trying to absorb as much as possible in just two or three days. Clear, obvious graphics ensure prospects know what you offer instantly.

Target Your Audience

Large crowds don’t equal qualified leads. Use pre-show marketing campaigns to narrow the field and increase meaningful booth traffic.

Factor in Higher Costs

Expect added expenses for U.S. rental exhibits, including:

• Union I&D labor
• Drayage
• Rigging
• Electrical and plumbing
• Catering

These costs often shape booth design choices.

Understand Unions

Unions protect local jobs and enforce strict rules. If your staff perform prohibited tasks, you may face warnings or shutdowns. Crews can include apprentices, journeymen, and senior staff, so simple designs help reduce both risk and labor time.

Contract Carefully

On-site union staff vary in skill level. The simpler your booth design, the faster and cheaper the build. At Absolute Exhibits, I&D labor is included in your sales order, reducing this uncertainty.

Order Services Early

Unlike in Europe, most services in the U.S. must be ordered through the show contractor:

• Electricity
• Plumbing
• Rigging
• Cleaning
• Trash removal

Order early to cut wait times and qualify for discounts.

Monitor Timecards

U.S. crews are hourly. Breaks and lunches are guaranteed, so track start and stop times closely. Without oversight, you risk paying for idle hours.

Plan for Drayage

All freight passes through the official forwarder. To control costs:

• Consolidate shipments
• Use proper pallets
• Label clearly

Charges are calculated on-site and must be paid before move-out, or your freight could be redirected at extra cost.

Prepare for Payments

Raise credit card limits before the show. Fraud systems often block large U.S. charges if they look unusual.

Keep Paperwork Handy

Always carry copies of contracts and shipping bills. With Absolute Exhibits, your account executive and project coordinator handle documentation, but keeping your own file is a smart backup.

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Support From Exhibit Builder

With a signed rental exhibit contract, Absolute Exhibits assigns a project coordinator as your liaison. This coordinator works directly with show management, oversees logistics, and partners with the installation lead. The coordinator ensures paperwork is complete, the exhibit is manufactured on time, and labor crews follow the agreed plan. Therefore, having an experienced partner simplifies the U.S. system and prevents costly mistakes.

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The Bottom Line

Remember: in America, you must present your company in the best style your budget allows. One strong exhibit at a major show always outperforms several smaller ones. Style and size matter—they attract attendees to your space. Then, it’s up to your products and services to convert them.

Ultimately, exhibiting at American trade shows requires more planning, higher budgets, and careful attention to union rules and service orders. But with preparation, cultural awareness, and the right partners, you can compete effectively and succeed in the U.S. market.