EEI Global is an award-winning experiential marketing firm that creates remarkable brand experiences, fostering customer engagement and driving measureable business value. With more than 25 years experience serving clients in the U.S. and throughout the world, the agency blends strategic counsel and leading creative with full-service production capabilities for clients in automotive, advanced manufacturing, brand marketing agencies, health care and emerging technologies.

/Remote Possibilities
     / A Case Study

Advanced manufacturing companies have been among the earliest marketers to reali ze the limits of trade shows in America ’s new economy.
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 >/Remote Possibilities / A Case Study

/Balancing Act

Just as optimization is key for your personal stock market portfolio, the same is true for marketers reviewing their event portfolio.
Click the link below to download a copy of the PDF.

 /Balancing Act

Sparks, a leading global event marketing agency headquartered in Philadelphia, PA, has a new traveling experience for the Wizard of Oz Children’s Educational Exhibition at Miami Children’s Museum. Developed in partnership with the Miami Children’s Museum and Warner Bros., the new experience will eventually hit the road to visit other cities throughout the country, including Boston and New York.

“I can’t tell you how much it pleases me to have been a part of another educational exhibit for Miami’s Children Museum. Over the years we’ve come to truly value our working relationship with them. The Wizard of Oz exhibit is just another example of what a true partnership can produce,” says David Piper, senior vice president of Sparks’ themed environments group.

WOZ in Miami Lion – Touchable, interactive exhibits like this comb-ready lion’s mane, give kids a chance to play as they learn.

Child-size replicas of the iconic Wizard of Oz sets are the centerpiece of this exhibit, which offers a truly hands-on experience for kids of any age. Enter through the old fashioned movie theater doors to brave the tornado that carried Dorothy to the Land of Oz, follow the Yellow Brick Road and even reach Emerald City. At every step of the exhibit, educational components have been included to maximize the experience, including bilingual signage and “Movie Moment Messages” offering information and tidbits to visitors.

Whenever possible, Sparks employed eco-smart materials and fabrication techniques to construct the exhibit. MDF2, no VOC paints, natural fiber textiles, UHMW milk carton-sourced plastics, and U.S. Forestry registered lumber were all employed throughout the exhibit which was fabricated by Sparks.

WOZ in Miami Munchkinland – The Yellow Brick Road begins in the heart of Munchkin Land, amid child-sized dwellings filled with interactive play areas and unique art.

Cloud 8, Melbane, NC, designed the treater doors which are constructed out of the eco-friendly materials mentioned above. The Yellow Brick Road was made with MDF2, with a custom pattern created through the use of C&C equipment – a patented durable floor finish created using Breakthrough paint products from Vanex, Inc., Mt. Vernon, IL. Sparks wrote and created the educational components of the exhibit, inkjet direct print to substrate. eb

ExpoDisplays has launched www.MultiQuad.net, a new web site designed to enhance the education process for users of the MultiQuad Exhibit System. The new website boasts helpful features and tutorials to explain the unique system that is composed of a series of reconfigurable lightweight aluminum frames and interchangeable graphic Quads, allowing the user total freedom in modifying the exhibit look and format at will.

The new web site is designed to guide a visitor through the MultiQuad exhibit system. It is our hope that the new site will not only showcase the amazing advantages of MultiQuad, but help users grasp how and why MultiQuad can revolutionize their trade show program, said Marketing Director, Stefanie Edwards. One primary goal was to help users understand online, what our clients grasp in person, that MultiQuad is unlike anything else on the market.

Since the site was designed with the educational process in mind, the homepage features three sections, Explore, Design and Purchase, to channel visitors who are brand new to MultiQuad from those who are familiar with the system and searching for more details.  Additional site features include, cost savings analysis showing how MultiQuad can save on operating expenses, video tutorials, pre-designed kit animations, the ability to design your own MultiQuad and more. All the information a user needs to make an educated decision about MultiQuad is here, shared Edwards. And we hope our site visitors will enjoy the ease of use and educational tools.

Mallory Jones, Marketing Assistant
ExpoDisplays
3401 Mary Taylor Road
Birmingham, AL 35235
Phone: 205-439-8200
Fax: 205-439-8201
mallory@expodisplays.com

To visit MultiQuads website, go to http://www.MultiQuad.net.

Three key scenic pieces designed by Julian Crouch and Phelim McDermott, co-directors and co-designers of The Addams Family, were created by Chicago Scenic (CSSI) and graced the stage during the show’s run at Chicago’s Oriental Theatre, before the show moved to Broadway. Each scenic piece was 44′ long and arranged in subsequent heights; the tree line, representing New York City’s Central Park, was just 9″ high. Behind that were two layers of buildings, each 7′6″ tall, creating a New York city scape.

The building facades were comprised of 24 individual pieces; each piece contained graphics of several building pulsar Chroma-Strips (which were ordered from Bormann Marketing, Hopkins, MN) that were built into troughs and lit up the front of the buildings; behind the building facades, grain of wheat lamps illuminated nearly 2,000 windows.

The lights are run on multiple circuits and help set the time of day and the mood as they switch on and off throughout the performance. Grain of wheat lamps are available in a variety of colors off-the-shelf at many electronics vendors. Besides being more economical than LED bulbs, they offer a color temperature that makes the skyline look realistic.

The 24 building facade pieces were sized to fit on standard sized Sintra (Alcan Composites, Mooresville, NC) and vinyl, approximately 4′ x 8′. Each individual piece was actually made of three pieces “sandwiched” together. The top layer was self-adhesive vinyl graphics, the middle layer was ½” thick Sintra and the third layer was Masonite. ColorImage, Chicago, IL, provided 3M Controltac with a luster over-laminate for the vinyl. The over-laminate made the piece more durable and easier to apply.

“The Masonite layer,” explained Jean Burch, project manager, “facilitated fabrication. We cut the Masonite pieces early on in the process so our electric department could begin work on each building’s electric circuitry. The Masonite also provided a solid backing to each group of buildings, preventing light ‘leaking’ upstage, and facilitating future maintenance.”
Chicago Scenic carpenters, using the CNC machine, cut the Masonite pieces slightly smaller than the building fronts and painted them black to minimize their visibility. In addition to using the CNC machine to cut the outside profile, small holes were drilled in what would become the center of each window. These holes accommodated the grain of wheat lamps; each pushed through the opening and glued it on its side.

Once all of the lights were positioned, electricians wired all of the lamps according to the circuit layouts called out in the design. Approximately 13 different circuits allowed lights to be selectively turned on and off, and made adjustments in intensity possible throughout the piece, helping to set the time of day throughout the show.
“Some lights were placed behind the vinyl to create diffused light. Car headlights and streetlights, a combination of white and yellow lights, poked directly through the face of the unit to shine more brightly,” Burch said.

As the graphics were being finished, carpenters returned to the CNC machine to cut registration marks and tiny windows on the Sintra. They applied the vinyl to Sintra, aligning it with the registration marks, and then returned the sections to the CNC machine for a subsequent two-step cut. The first cut was through vinyl, the next was through the Sintra and slightly offset to minimize tearing or curling of the vinyl.

Finally, the electrics department attached the Masonite pieces to the unit faces with Velcro® hook and loop, then bolted each piece into the trough that held the Chroma-Strip lights, and to the tree line. The finished piece was easy to install and maintain.

In addition to the three scenic pieces, CSSI built three walls that backed on-stage beds for Addams Family parents Morticia and Gomez, daughter Wednesday, and a guest. eb

Breaking News: Final 2009 CEIR Index Results

DALLAS, 22 March 2010 – The Center for Exhibition Industry Research (CEIR) today announced that the Great Recession has taken an historic toll on the U.S. exhibition industry. The CEIR Index report for 2009 reveals an overall industry decline of 12.5 percent. This decline is four times greater than the largest previous loss which was 3.1 percent in 2008. All eleven industry sectors experienced declines in 2009.

The CEIR Index report for 2008 predicted that the exhibitions and events industry would not see growth until the second quarter of 2010 and possibly later. Historically, the industry has shown a resistance to decline and resiliency in recovery. “The length, depth and reach of this recession made resistance impossible,” said Douglas L. Ducate, president and CEO of CEIR. “The concern today is not for what happened in 2008 and 2009 but what the outlook is for the industry over the next several years and for what organizers can do to strengthen their events.” 

Anecdotal information from events held the first two months of 2010 is encouraging. Since the exhibitions and events industry for the most part is a trailing indicator, it will take time and a genuine economic recovery before the industry experiences sustained growth. Once a genuine economic recovery occurs, if the industry follows past patterns, the recovery will be swift. Notably, the industry’s previous decline ended with the second quarter of 2003. By the end of 2004, the exhibitions and events industry performance had returned to pre-2000 levels.

Data collected specifically from the fourth quarter of 2009 reveals that the industry experienced an overall decline of 8.9 percent when compared to the same quarter of 2008. Together, these figures mark the seventh consecutive quarter and second consecutive year of negative numbers due to The Great Recession.

The Index data for the fourth quarter of 2009 conveys declines in all four metrics of measurement. The fourth quarter 2009 metrics are Net Square Feet (-12.3 percent); Revenue (-13.2 percent); Professional Attendance (-4.1 percent); and Number of Exhibiting Companies (-5.8 percent). The fourth quarter was an improvement over the first three.

As an objective measure of the annual performance of the exhibitions and events industry, The CEIR Index measures year-over-year changes in four key metrics to determine overall performance. The CEIR Index provides analysis of industry performance across 11 key industry sectors: Professional Business Services; Consumer and Retail Trade; Sports and Entertainment; Food; Government; Building and Construction; Industrial and Manufacturing; Communications and Information Technology; Medical and Health Care; Raw Materials and Science; and Transportation. The complete CEIR Index for 2009 will be released at the Society of Independent Show Organizers (SISO) CEO Conference in early April.

For more information on The CEIR Index, contact Douglas L. Ducate, CEM, CMP, president and CEO of CEIR at dducate@ceir.org or +1 (469) 574-0686.

About CEIR
CEIR serves to advance the growth, awareness and value of exhibitions and other face-to-face marketing events by producing and delivering research-based knowledge tools that enable stakeholder organizations to enhance their ability to meet current and emerging customer needs, improve their business performance and strengthen their competitive position. For additional information, visit www.ceir.org. 

Contact
Doug Ducate, CEM, CMP
President and CEO
Center for Exhibition Industry Research
+1 (469) 574-0686
dducate@ceir.org

by Derek Gentile
CEO
EEI Global
Rochester Hills, MI

Most exhibits are built to communicate what can happen with a client’s product during the three or four days of a show. An Alcoa exhibit conceived and constructed by EEI Global was built to communicate what can happen after the show is over.

Alcoa, a renowned leader in the production and management of aluminum, sought to highlight the “green” nature of its product, which is easily and commonly recycled. Alcoa aluminum also makes automobiles lighter, reducing their emissions without compromising safety or performance, and it revolutionized the beverage industry with its production of aluminum cans. Of equal importance, the construction industry currently uses aluminum extensively to help advance the green-building movement.

Sustaining Interest

To promote the sustainable nature of its aluminum Alcoa attended the Greenbuild International Conference and Expo 2008. It faced a challenge in designing a display that would deliver a clear, elegant sustainability message to distinguish the company from competitors. The exhibit was restricted to a 10′ x 10′ space. To use the space most effectively in communicating its message, Alcoa’s plan was to embrace the use of green products in the exhibit’s construction.

“Alcoa’s goal at Greenbuild was to show that aluminum’s use as a building material is a smart investment over a potentially infinite product life cycle, because aluminum is a naturally recyclable, sustainable metal,” explained Jackie O’Brien, Alcoa director of product and marketing strategy, sustainability. “By partnering with EEI global, we sought to extend this eco-friendliness into all aspects of the booth, including all materials used to construct the exhibit.”

Raising Awareness, Gathering Leads

Working collaboratively with Alcoa, EEI Global applied its Design Lab™ process to develop two key objectives for the three-day show:

• The display should raise the awareness of aluminum’s attributes as a green building material to drive more sales of Alcoa aluminum in the construction sector.

• The display should reinforce Alcoa’s market leadership in sustainability and corporate responsibility.

Although the objectives were easily established, meeting them was not without challenge. Aside from the expected discussion and revisions involved in arriving at a design concept, the team invested a significant amount of time researching eco-friendly materials that would work seamlessly within the final design, while upholding the high ecological standards of the client. In total, the project went from concept to completion in 90 days.

EEI Global developed the concept of integrating crushed aluminum cans into the exhibit – a creative objective identified at the project’s outset. The cans raised interest at the visitor’s first visual point of contact: the reception counter. Within the base of the counter, a “recycle-ready” bale of crushed cans was displayed. Visitors were invited to guess the number of aluminum cans to gain the opportunity to win an aluminum-encased iMac computer.

Two iMacs were installed on top of the counter, inviting attendees to interact and learn more about Alcoa. At the same time, staff used handheld lead-retrieval units to scan attendee badges and ask survey questions while the visitors deliberated over the number of cans they would guess.

The contest drew lines of visitors, who were invited to learn more about how “Green Buildings Start with Aluminum,” Alcoa’s tagline for the booth.

A Green Exhibit From Top To Bottom

Once inside the exhibit, visitors stepped onto a recycled rubber flooring system, which created an inviting, defined path and layout. It drew visitors to look at the back wall, which integrated the aluminum theme in curved ribbons of aluminum. The wall itself was built from Octanorm aluminum extrusions and supported two 42″ LCD monitors, in addition to a large header that held the Alcoa logo and tagline.

The curved ribbons and header panels not only integrated the exhibit theme initiated by the aluminum cans, but they also carried through the visual theme that Alcoa had adopted at its headquarters in Pittsburgh, creating a cohesive campaign supporting the company’s overall messaging.

As prioritized early in the design process, EEI Global used the following green building materials from top to bottom in fabricating the booth:

• Aluminum and ECOsurfaces Commercial Recycled Rubber Flooring, Lancaster, PA, (100% recycled rubber) in the flooring.

• SierraPine Medex (Roseville, CA) fiberboard, used in the wood structural components built for the back wall and reception counter. SierraPine’s structure is centered on the use of 100% recycled or recovered fiber from sustainably managed forests and agricultural operations or from post-consumer recycled wood diverted from the waste stream.

• Thin aluminum sheet and PETG clear recyclable plastic for the reception counter.

• Water-based adhesive, manufactured by 3M, St. Paul, MN.

• Acrylic low-VOC paints and clear-coating.

• LED lighting with low-voltage transformers, each suing less than 28 watts, manufactured by Bruck Lighting Systems, Tustin, CA.

• Energy Star-rated LCD monitors.

• Clear thermoplastic made from PETG (a 100% recyclable plastic), featured in the signs and reception counters.

The unique design and eye-catching components of the booth provided an impetus for capturing the attention of attendees – and leads for follow-up. Once visitors were intrigued, the offer of a chance to win an iMac kept interested individuals lined up, wanting to participate. At the counter, they were engaged in the brand and had the opportunity to discuss one-to-one with Alcoa staff.

 Roots For Future Shows

While Alcoa and EEI Global were confident in the exhibit’s impact and success, third-party recognition from the 2009 MOD Awards proved that those with no vested interest in the project felt the same way. The space won highest honors in the Awards’ “Best Green Exhibit” category, acknowledging EEI Global’s smart, strategic design and fabrication.

Perhaps the most meaningful measurement of success, however, was Alcoa’s renewed commitment to the concept and engagement with EEI Global to implement only minor design modifications for the Greenbuild 2009 Conference and Expo. Alcoa indicated that it found tremendous value in the exceptional design of its 2008 Greenbuild booth and will work with EEI Global to refine this expression of durability, formability, recyclability and aesthetic appeal of aluminum – the same qualities that make aluminum a natural choice as a building material – for the same trade show next year. eb

by Jean Heyer
Marketing Director
VEE Corporation
Minneapolis, MN
and Jill Palmquist

The Situation: VEE Corporation was selected by The Betty Brinn Children’s Museum in Milwaukee, WI, to take concepts to final design and then build and install the Smokey Bear and Woodsy Owl: Home Sweet Home exhibit.

Everyone knows Smokey Bear and Woodsy Owl. Their famous lines, “Only you can prevent forest fires,” and “Give a hoot, don’t pollute,” are not only fun and familiar to every generation, they’ve played a huge part in the USDA Forest Service’s ongoing tradition of reaching out to Americans on behalf of conservation.

It seemed, then, like a natural fit for the USDA Forest Service to collaborate with The Betty Brinn Children’s Museum to create a program that would inspire children to discover and care for the natural resources that sustain their world. Betty Brinn staff members developed content and feature concepts for an interactive experience with these characters. Then VEE Corporations’s Production Services Division brought the 1,500 square foot traveling exhibit to life.

The Challenge: Creating an exhibit that can travel, is durable, will last 10 years and can be built within the client’s budget, is just business as usual for VEE. This time, however, we knew it was important to integrate our client’s message of sustainability into the proposal. We challenged ourselves to extend the philosophy of being environmentally friendly and crafted the exhibit from recycled and sustainable materials whenever possible. From previous experience. Betty Brinn knew VEE was resourceful, and that our corporate philosophy included leveraging the three R’s of environmental sustainability: Reduce, Reuse and Recycle. This time, they were excited to see what VEE could do to take it to the next level.

The Solution: Since we at VEE were building an exhibit that emphasizes the importance of protecting ecosystems, we were diligent about using our own resources the same way.

For framing and structure, VEE used farmed, sustainable wood. The Museum and VEE worked together to take a completely different approach to creating trees, using innovative technology, products, and techniques that truly created a greener exhibit. Whenever possible, we used materials that emit little or no chemicals and water-based paints. VEE also worked to eliminate as much waste as possible, designing exhibit components that were not only able to be refurbished, repaired and reused over many years, but were also light in weight, saving on transportation costs and fuel emissions. The journey through this project was amazing and the final destination was just as delightful. We arrived there on time and on budget.

It was challenging, but VEE discovered and developed new practices and possibilities that allowed us to provide the Betty Brinn Children’s Museum and the USDA Forest Service with an interactive exhibit that not only entertains and educates, but encourages kids to be conscientious caretakers of their world. Everyone who experiences Smokey Bear and Woodsy Owl: Home Sweet Home feels keen on green, and VEE feels privileged to be part of an exhibit that truly inspires. eb

The Exhibit Designers and Producers Association elects Jay Burkette to the Executive Board

The Exhibit Designers and Producers Association (EDPA) has elected Jay Burkette of ExpoDisplays®, to the Executive Board in the role of Vice President Administration. This role is a two year tenured position responsible for monitoring and enforcing the association bylaws and meetings and assisting with administrative matters. Burkette will also be responsible for coordinating the nomination activities and appointments for Board and Executive Committee positions. This appointment comes after serving as an EDPA Board of Director for the past two years.

EDPA is the internationally recognized trade association promoting education, leadership and networking for the advancement of the exhibition industry. Founded in 1954, EDPA has more than 400 corporate members in 18 countries that are focused on the design, manufacture, transport, installation and service of displays and exhibits primarily for the exhibition and event industry.

Burkette joins the EDPA executive board with 25 years of industry experience. In his current role as Vice President of Sales at ExpoDisplays, he is responsible for developing a network of sales dealers, product training initiatives and aiding in the design of new products. ExpoDisplays is a national designer and manufacturer of trade show exhibits, custom interior environments and graphics since 1970.

For more information about ExpoDisplays, please visit www.expodisplays.com.

For more information about EDPA, please visit www.edpa.com.

by Rob Cohen
Vice President
Display Supply & Lighting
Itasca, IL

  The challenge posed by the customer – use new cutting edge technology that allows for the creative and versatile delivery of iconic messaging for a well-known brand in an outdoor solution.

Nothing like a reach for the stars request by a customer! This is what Coca Cola wanted when it began thinking about replacing its landmark 38′ tall bottle at Turner Field, home of the Atlanta Braves. The new bottle had to respect the tradition of Coca Cola but also add the versatility of unique messaging and the ability to work in celebrations relating to a baseball game. The bottle would be visible both inside the ballpark and from the adjacent highways that pass by the ballpark.

When the Freeman Company’s – Exhibit Fabrication Division, Grand Prairie, TX, began the process of preparing concepts to bid on this project, they knew how important the structure and the look of a new bottle would be, but they also knew that lighting would play an important role in this project. While Freeman had the expertise to handle the design, engineering, build and installation of the bottle, they needed a partner to assist in creatively delivering the magic that was needed with the lighting aspects of the project.

Freeman called for the assistance of long-time partner Display Supply & Lighting (DS&L) for its ideas and expertise. Stuart Stapp, vice president, and Danny Powell, project manager of Freeman Fabrication, contacted me to start brainstorming about the project. We began, along with Ryan Wurtz, DS&L’s application engineer, to interact with Freeman’s production and creative teams, including Rick Ballwebber (Freeman’s liaison to Coke), and Coca Cola representatives to exchange creative ideas and manage expectations. It became clear that a sustainable “green” solution was important along with the ability to change the programming of the lighting on the bottle. DS&L ultimately recommended to Freeman a solution using dual lighting components.

The Freeman designed and engineered bottle was to be a metal frame with classic Coke-colored green acrylic panels strong enough to withstand the potential weather elements in the Atlanta region. Sandblasting the inside of the panels was determined to offer the best lighting results. Powell coordinated all matters relating to design, fabrication, installation time line, material selections and overall project management.

The first lighting element incorporated into the bottle design was a custom curved, fully programmable, daytime brightness LED sign to conform to the contours of the label portion of the bottle. The technology to be used would allow for custom programming of the label for Coca Cola marketing purposes, as well as to run baseball-related animations during the course of a ball game. The label section, once programmed, could change, for example, from a traditional Coca Cola label to a message about Coca Cola recycling initiatives to other uniquely programmed Coca Cola messaging. With the push of a button, an animated home run celebration could run on the label section or a motivational message for the home team could run as well. DS&L was asked to identify, qualify and oversee the design, fabrication and installation of this custom LED sign element.

The second lighting element was designed to be a dusk-to-nighttime special effect lighting package. Using Color Kinetics’ (Burlington, MA) products from the Philips Solid State Lighting System business unit of Philips Lighting Company, a wide variety of lighting shows could be programmed to run that would change the entire look of the bottle. Effects that can be programmed include different single bottle colors, color washing effects and chasing color along the entire inside and outside ribbing of the bottle. The Color Kinetics’ fixtures were chosen as these were the most durable, wet location-rated fixtures available to deliver the desired effects and have superior programming capability to anything else available on the market.

After the Freeman solution was selected by Coca Cola, the Freeman/DS&L team worked with a variety of partners to complete the fabrication, installation and dedication of the new Coca Cola bottle in a short 16-week period. Details down to the coordination of teams of people and equipment, including cranes, had to be scheduled to pull off a 10-day installation period, as the bottle had to be installed with all lighting systems operational during some Brave’s away games and this year’s All Star break. “In developing the bottle for Coca Cola, we used the same strategic, creative and logistical expertise that characterizes our services for all face-to-face clients,” said Carrie Freeman Parsons, vice chair and chief marketing officer of Freeman. “The bottle is actually a face-to-face experience for visitors to Turner Field.”

The end result – a Freeman-led, truly successful team project. Coca Cola is a proud customer having a unique 49′ tall, programmable LED illuminated bottle that both serves to deliver brand and baseball-related messaging during games, as well as a source for ongoing marketing at “non-game” times. This new Coca Cola bottle will remain a landmark talked about by Atlanta Brave fans and Atlanta area residents and travelers for years to come. Freeman’s design leadership and bringing a creative lighting partner on board with the sophistication of DS&L, delivered a home run solution for both Coca Cola, the Atlanta Braves and the city of Atlanta. eb