Articles
Date: August 2003
Publication: Stadia magazine
Author: Todd Voth, HOK Venue
Change drives opportunity and innovation, and the trade show and convention industry is on the cusp of massive change. A variety of converging forces are certain to transform the industry in the near future. These substantial forces include increased economic pressure on the tradeshow industry, increased demand for corporate meetings and events, a growing medical market, heightened sensitivity to security, technological advances and competition between venues and cities to generate revenue by delivering unique and memorable experiences to their guests.
The opportunity is here to define the future business model and create an innovative built response. The need to meet face-to-face, to exchange ideas, to further relationships and engage in business will always be present. The biggest adjustment will be the changing character of meeting: shorter but more intense; highly interactive both personally and technologically; more convenient, comfortable and affordable.