You might be an exhibitor (a newbie or an experienced hand) and you’re looking at a
floorplan that you don’t recognise, because the show has moved.
Whether it’s an upgrade to a bigger venue, a downsize or a shift to a whole new city
or country, changes like this are more common than you might think. And while they
can feel like a curveball, they also offer fresh opportunities – if you know how to
navigate them.
First: don’t panic
A new venue might mean a new floorplan, a different crowd flow or a whole new set
of rules – but it’s not all bad news. If you spot the change early enough, there’s a lot
you can do to turn it to your advantage. If you’re late to the party? There’s still time to
adapt and thrive.
This also applies to brand-new shows too, where the risks (and rewards) are just as
real.
Typical changes when a show relocates
It’s not all bad news, but it’s good to be aware of the risk.
Space & energy
When a show moves to a bigger venue (from Olympia to Excel for example, or from
Stoneleigh to the NEC), you might be pushed into a different stand size or shape –
especially if the prime spots get snapped up fast. New venue? New ground rules.
You might even discover you need to rethink your entire layout to stay competitive.
Atmosphere
When a show changes venue, the whole vibe can shift with it. A move from an
intimate, character-filled space to a bigger blank-canvas venue can dial up scale and
professionalism – but sometimes at the cost of personality and charm.
At the same time, a fresh venue can unlock new potential – wider aisles, more open
space, better tech, higher ceilings. All great news if you’re ready to build big, go bold
and make an impact.
It’s all about matching your approach to the new environment. The key? Designing a
stand that brings your own brand’s energy and character, no matter the setting.
That’s where the magic happens.
Rules & regulations
Sometimes restrictions are different too. A change in venue can mean new heights
(literally). Can you rig overhead now? Add suspended features? Get more
installation time? Those factors could affect your brief, impact layout creativity and
indeed the initial stand selection.
Different venues, cities and countries come with different regulations – fire codes,
health and safety rules, and even design restrictions can all shift your brief. This is a
challenge team Tecna is faced with quite regularly. Thinking outside the box when a
new opportunity arises for a customer, needs a sharp eye.
Protecting the bottom line
Sometimes outlying project costs rise – delegate parking, travel, underlying hotel
rates. And inside the hall, service costs could change – electrics, rigging, wi-fi –
possibly due to the venue itself, or maybe because different core services
partnerships are involved.
But the reverse is true too. If you’re able to now spend a proportion of your budget
on an overhead feature, could that mean spending less on the stand below, as the
impact has moved up top?
Either way, a modular or hybrid stand could offer an added protection for you, given
they tend to be more efficient to build, with smaller teams on the road, and smaller
vehicles – but just as able to fuse in the engagement and activation that drives
return.
International relocation
When shows move from the UK to overseas (as ICE did) it can prohibit UK exhibitors
signing up, given the on-cost of international build & transport. It could even change
your audience base, meaning a need for clearer messaging to support any language
barriers, and potentially interpreters, local installers and bilingual graphics. It’s a strategic shift and it requires careful planning.
What to do when a show moves
Speak to the organiser early:
They’ll know the floorplan, the prime spots and the tricks to getting the best from the new venue. They may also have set up deals, intros to preferred suppliers and other early-adopter tips to help you.
Book early:
Hotels, travel, suppliers – lock it down while there’s plenty of options. Maybe there’s a show deal structure from hotel partners.
Visit the venue:
A tip that’s very easy to forget. Even if you’ve been there before, venues evolve. New facilities, new layouts and new possibilities. Very often, going as a visitor will give you a fresh set of eyes.
Get strategic:
Consider how your stand could adapt to different footprints rules or audiences.
And of course – ask us:
We’ve helped clients navigate it all – bigger venues, tighter timelines, trickier logistics. We’re always up for the challenge.
Show on the move? Let’s make the most of it.
Get in touch to find out how we can help you rethink, reconfigure and come back
even stronger.
