Special event, trade show clients
recognize efficiency of rentals

Many businesses and organizations hold events that require specialized equipment and products. Because these items are needed so infrequently, owning them is not considered cost-efficient. Rented items convert auditoriums, training centers, factory space, gymnasiums and other facilities into special-event venues for corporate meetings, trade shows, conventions, expositions, job fairs, product demonstrations, open houses, festivals and activities that combine business and recreation.

Who rents special event equipment?
Corporations, small- and medium-sized businesses, governmental agencies, churches, schools, institutions, civic groups and other organizations sponsor special events.

Most rental centers are not in a position to serve management of major national conventions such as the one held each year by the A.R.A. Big national shows in major metropolitan areas are controlled by Freeman or GES Convention Services, the two trade-show decorators that have taken over most of the national convention business in the United States. Both companies choose venders to offer specialized rental equipment at their events, and individual rental centers will find it difficult to crack this market (see author's note at the end of this story).

The real opportunities for rental centers are local and regional shows and events sponsored by groups such as those mentioned above. Many are held in hotels or in the facilities of the sponsoring organizations themselves.

Chambers of commerce and city convention and visitors bureaus can provide schedules of events as much as a year in advance, along with a contact name at the sponsoring organization. Hotel convention meeting coordinators, who usually work in sales or catering departments, are valuable contacts for soliciting special event business. Corporate meeting planners usually are found by calling marketing communications or public relations departments; large companies often have a staff committed exclusively to meeting planning. At government agencies, begin looking for a contact by calling the public information director.

While there is no standard format for special events, many are structured along trade show lines and use rented pipe and drape used to designate booth spaces.

"Aluminum framing pipe and drape is used for exhibit booths, temporary room dividers, backwalls and crowd control stanchions," said Tom Rumsey, president/owner of Innovative Systems, Compton, Calif. "Using pipe and drape and other equipment, the rental industry can be very flexible and has the potential for a wide range of applications in areas where such equipment is not available or at sites that do not compete with the large trade show decorators."

There is a big plus for rental centers interested in pursuing special event business: most event sponsors recognize renting is the most efficient, least expensive way to get what they need.

What they rent
Many special event products that are used extensively in the trade show industry are routinely inventoried by rental centers. Events range from simple to lavish.

"Individual exhibitors can rent their own drapery and table skirting to give their display a more appealing appearance than exhibits beside them," said Ralph Hlavin, sales manager for Showcase, Lemont, Ill. "Our popular table skirt and cover combination is fitted to standard-size exhibit tables and simply drops over the table. It's a fast, easy way to achieve a professional-looking display."

"Interlocking floor tile is an attractive alternative to carpet for both small and large exhibits ... whether for indoor or outdoor shows or events," adds Greg Warwick, vice president-sales and marketing for Kiwi Tile, Sonoma, Calif.

In addition to drapery, skirting and flooring, a list of frequently rented special event items includes pipe to designate booth space, tables, chairs, carpet, aisle runners, tents, canopies, staging, dance floors, audio and video equipment, lighting, generators, portable bars, portable exhibits, plants and flowers, helium tanks, furniture, portable grills, food service equipment, dinnerware, linens, podiums and balloons and decorations to carry out a theme.

Role of the rental center
Rental centers serving trade show and event markets must have materials that list inventory available, rental rates and terms of rentals. Customers should schedule their needs well ahead of time. Advance payment should be required and there must be a clear understanding of company policy on cancellations and late orders. Clients also must be made aware of their responsibilities for damage.

Service is the name of the special events game. Most rentals involve delivery, setup and dismantling after the event. If a rental center can't provide efficient, dependable service, there is little chance of succeeding in this market. Special events don't observe regular business hours. This often means crews must work nights and weekends. Rental vendors may find they can't get access to a hotel ballroom until after 10 p.m. because another event is under way, and the function they are servicing starts at 8 a.m. the next day.

Completing setup a little late isn't an option. Event sponsors won't tolerate installations that aren't ready at the appointed time. Hotel personnel won't tolerate business rental personnel who don't perform and won't work within time frames imposed by busy schedules.

On the other hand, clients appreciate and remember efficient service. Good service means repeat business.

A note on safety
Fabrics and other exhibit materials used in convention centers and hotel convention facilities must be fire-resistant. Check local fire codes. Electrical displays and equipment should be UL-approved; it should have three-wire, grounded cable. In many facilities, fire and electrical codes are strictly enforced and inspectors check every exhibit for violations. Exhibits not meeting standards are required to be corrected or removed from the building.

Author's note
Jeff Griffin, Up-Front Communications, Oklahoma City: "I believe special events offer an interesting and profitable market for rental centers willing to commit to the intensive service requirements necessary. Event rentals aren't for every rental operation. But after more than 25 years of involvement with trade shows and organizing special events, I've found there is special satisfaction in organizing and executing a successful exhibit or function.

"As an exhibit manager at large national shows, I have often used local rental centers rather than official show venders because their equipment usually is in better condition and service is superior. Often, official vendors either couldn't provide what was needed or simply were not interested in filling special requests. But be careful if you have the opportunity to serve clients at major national shows. In most large cities, agreements with official vendors make it difficult or impossible for independent companies to enter the convention facility. Union requirements regarding drayage (bringing equipment and material from the loading dock to exhibit booths and back after the show) can be a complication. Check out these things out ahead of time.

I believe the real opportunity special events rentals is for corporate and institutional events and local and regional conventions and trade shows. There are plenty of these events happening every day, and they don't produce the headaches of big shows.

Owners of rental businesses who are successful in the events market, point out that customers like to find everything they need with one stop. It is important to have a good selection of event equipment, but experienced show coordinators and meeting planners don't expect rental centers to provide computers, sophisticated audio-visual equipment and sound systems, or plants and flowers. They go to specialists for these services. Of course, it makes sense to have contacts with specialist vendors.