How to Plan an
Exhibit
for an AWWA Section Conference
op marks
HOW-TO GUIDE
Provided by
MAC Committee
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Denver, CO, 80235 USA
Washington DC Office
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Washington, DC, 20005 USA
www.awwa.org/diversity
Copyright @ 2014 American Water Works Association
T 800.926.7337
F 303.794.7310
www.awwa.org
Revised 2014
Having an exhibit at an AWWA section conference provides many
benefits for the section, the conference attendees, and the exhibitors.
Conference exhibits allow attendees to see and learn about products
and new technology available for the drinking water community. Often
actual products or equipment are featured in an exhibit, which allows for
hands-on inspection. An exhibit can be an introduction for a company new
to the water supply industry or the section. An exhibit lets water supply
professionals socialize in a comfortable and less formal atmosphere. A
good exhibit can provide a learning experience for attendees and, for the
section, be a revenue producer.
All good exhibits have one thing in common: solid planning. This how-to
guide presents the steps to a successful exhibit at a section conference.
Establish an Exhibits Committee
Establish an exhibits committee before beginning exhibit planning.
Because of the amount of work and focus needed to ensure a successful
exhibit, a separate section committee, rather than a subcommittee, should
be formed to handle the duties. The committee can be composed of any
section members, but a good mix of talent and experience is important.
The committee may include manufacturer members, utility members,
members from universities, and consultant members; each group will have
a different perspective on the aspects of an exhibit. Persons experienced
with exhibit programs can be most helpful, but past experience must not
be permitted to stifle innovation.
An exhibit purpose statement must be drafted, which clearly defines
the section’s purpose for having exhibits. The section exhibit purpose
statement should name the exhibit sponsor(s) and define the goal in
having exhibits. The statement should describe the general types of
products to be displayed. For example, the exhibit purpose statement for
AWWA’s Annual Conference is
The Annual Conference and Exposition is sponsored by the American
Water Works Association, a nonprofit corporation. The purpose for the
exhibits, an integral part of the Association’s education activity, is to
complement the professional meetings and technical sessions by enabling
registrants to see state-of-the-art equipment, services, and technologies,
including the latest innovations in the drinking water community.
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Determine Exhibits Committee Duties
The duties of a section exhibits committee should include

Choosing between a tabletop or booth exhibit

Estimating exhibit space needed

Selecting exhibit facilities and, if needed, service companies

Developing exhibit rules and regulations

Setting a budget and fees

Creating the floor plan

Promoting the exhibit

Handling on-site management

Evaluating the exhibit’s success
The section board of trustees must ensure the exhibits committee knows
who has the final authority for approving contracts and setting fees.
Usually the board has final authority, and the committee must allow time
for the approval process.
Resources

AWWA How-to Guide for Sections: Committee Management.
Available online and from AWWA Section Services, 303-347-6202.

Copies of AWWA’s exhibitor information can be seen at:
http://www.awwa.org/Conferences/exhibitors/
Determine Exhibit Type
The first step in planning an exhibit is to decide whether tabletop or booth
displays will be used.
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Tabletop Displays
Tabletop displays take less effort and cost less than booth displays. They are
the recommended display for exhibits with few exhibitors or limited space.
Usually, the tables are 6 feet to 8 feet long. The hotel or convention facility
may provide them, or the tables may be rented. A tabletop exhibit could
be a simple literature display that does not require exhibitors to be in
constant attendance. The exhibits committee should decide ahead of time
if continuous attendance is required. If not, someone from the section may
be responsible for maintaining a display and
replenishing materials if needed. Each tabletop display should be provided
with a sign giving the exhibitor’s name. Skirting for the tables may be added.
It can be rented with the tables.
These are the basics for a tabletop display. The rest of this guide addresses
booth displays.
Estimate Booth Space Needed
If your section has had previous exhibits, the exhibits committee can use
the most recent exhibitor numbers as a starting estimate. If your section
is just beginning an exhibits program, the committee could make informal
contacts with potential exhibitors to judge interest. The exhibits committee
could also contact another AWWA section similar in size to yours and ask
how many exhibitors they typically draw. Following is a list of some types of
companies that could benefit from exhibiting at your section conference:

Manufacturers of water pipe, meters, valves, and other products

Suppliers and distributors of those products

Computer and software companies and retailers

Companies that provide services such as laboratory testing or
surveying

Engineering, accounting, or other professional consultants

Contractors

Other associations, such as the American Society of Civil Engineers
Using an estimated number of exhibits, determine the size of the space
needed. Booths are usually 10 feet wide and 10 feet deep, but can be 10 feet
wide and 8 feet deep, depending on available space. Aisles are at least 8 feet
wide. Reserve a few extra booth spaces for refreshment areas or additional
exhibits
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Select the Facility
The exhibits committee should work with the section annual conference
committee to select a facility for the conference. The estimated exhibit
space is one of the parameters that determines if a facility is adequate. If
the facility has already been selected, the exhibits committee should work
with the facility to find appropriate space. Any space limitations of the
facility may influence the determination of the exhibit and booth sizes.
Factors that influence site selection are

Weight and access restrictions—will any of the exhibits be heavy
machinery or other large products?

Electrical service—what type of electric service is needed?

Water or compressed air—will these be needed by exhibitors?
These matters should be discussed with the hotels or convention centers
being considered for your exhibit. Additionally, a hotel or convention center
should provide a floor plan of the prospective exhibit space.
When the exhibit location is selected, a contract will have to be signed by
the section and the facility. The contract should name the specific room
for the exhibit and should list the inclusive dates (including move-in and
move-out) of the exhibit. The rental charges should be clearly spelled out
and understood. Rental can be by booth per day, by booth for the duration
of the exhibit, or based on gross square footage regardless of the number
of booths. In the negotiations, find out if there is a charge for space that
the section may provide on a complimentary basis or as public space. This
varies by facility. Be sure the contract includes a cancellation clause that
defines what happens if the section must cancel the exhibit. If the facility
handles the refreshments, price quotes for them should be in the contract
also. Be sure to find out if union labor is required.
Liability coverage is crucial. The contract must have a liability clause
holding the section harmless in case of injury to an exhibitor or attendee.
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Select the Service Companies
The exhibit contractors, such as a decorating firm and a security company,
are selected next. Often the chosen facility will have people it regularly
works with. If not, ask the facility management to recommend some firms.
The city’s convention bureau may also have a list.
Ask prospective contractors to bid or propose on the exhibit. Specifications
for the exhibit should list all details of the exhibit, including the section’s
requirements of a contractor. Along with their cost projections, the bidding
companies should provide references from similarly sized exhibits. Any
other details the exhibit committee can provide to the bidding companies
will aid the bidding process.
As with the facility contract, the service company contract should include
a liability clause and a cancellation clause. The liability or indemnification
clause should state that neither the section nor the facility shall be held
liable for any injury, to either property or a person, caused by an exhibitor
or the exhibitor’s property. AWWA’s standard clause also requires the
exhibitor to have general liability coverage.
The decorator should provide a sample service kit that lists guaranteed
rental prices for such items as furniture, carpet, drapery, and signs. Make
sure the decorating company will obtain fire marshal approval of the final
floor plan. This will be discussed in more detail later in this guide. With the
security company the hourly rate and hours of service for guards should
be set.
Develop Rules and Regulations
The exhibits committee must develop the rules and regulations for the
exhibitors. The attached sample of AWWA’s rules and regulations provide
an example to use. Several policies that are very important include
1. Children. AWWA’s standard clause does not allow children under
the age of 18 in the exhibit hall during move-in and move-out.
The liability could be enormous if a child is hurt. The section must
determine if children will be allowed into the exhibit at all. If so,
make sure that a requirement that children be supervised at all
times is in the rules and regulations.
2. Payment for space, and cancellation and withdrawal. The
payment amounts and dates must be specifically stated. The
cancellation and withdrawal procedures also must be very specific.
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3. Use of exhibit space. Regulations on the use of exhibit space
address exhibitor activities such as attendance, dress and
decorum, and selling or giving away products. Product distribution
may be controlled by state or local laws or regulations; check with
the local chamber of commerce about this.
4. Arrangement of exhibit space. These regulations detail the types
of materials allowed, dimensions of booth construction, and other
physical aspects of the exhibit. The booth closing date and time are
also slated.
5. Interpretation and enforcement. This clause allows all rules
and regulations to be interpreted and amended by the section at
any time. The clause informs exhibitors that the section has the
right to dismiss any exhibitor or exhibiting company who violates
the regulations. While this clause is rarely invoked, it is necessary
should an exhibitor behave inappropriately or unethically.
Setting a Budget
Once the site and contractors have been selected, most of the exhibit
costs are set. The decorator’s setup fee per booth and draping charges, the
security guard costs, exhibit hall rental, and food and beverage charges
should all be included in the signed contracts. These charges, along with
any other projected costs and a contingency fee, should be combined to
help determine the per booth price.
Exhibit space rates should not be set at a level where they become the
primary source of income for the section’s meeting. In setting booth
rates, consideration should be given to the projected size of the show, the
anticipated attendance, and the type of exhibits (i.e., tabletop or booth
exhibits). Compare the fee with those from like-sized exhibits.
The section should set differential rates for nonmembers of AWWA at no
more than twice that of members.
Creating a Floor Plan
The exhibits committee and the decorator work together to create the
floor plan. Booth sizes, fire exits, and break or reception areas must all
be considered. The decorator should be able to provide a floor plan of
the exhibit area that uses all available space for booths. The exhibits
committee can then consider deleting some booths to create refreshment
locations or other public spaces, if desired.
If possible, do not have aisles less than 8 feet wide. It is great to have
crowds in a hall, but packed aisles will frustrate more than entice.
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The exhibits committee and the decorator should look at ways to increase
the traffic through the exhibits by locating receptions, meals, and coffee
breaks in the hall, or by sponsoring drawings or giveaways. Be sure,
however, to locate these activities in a way that enhances rather than
detracts from the effectiveness of the exhibits.
Once the floor plan is approved by the exhibits committee, the decorator
must get the fire marshal approval of the plan. Have the fire marshal send
a signed letter to the section. Insist on this. More exhibits have been closed
by the fire marshal for failure to meet city regulations than for any other
reason.
Promote the Exhibit
Writing an exhibitor prospectus or other promotional piece is the next step
in the process. Include

The floor plan

Exhibit hours (including setup and teardown times)
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The decorator’s name, address, and telephone number

Rules and regulations, including height and weight restrictions

Space assignment procedures and deadlines

Payment information

Marketing information about the attendees (occupations and
anticipated attendance)

A list of exhibitors from past conferences

Information about the meeting program

An exhibit application form

Information about the city

Hotel, registration, and other forms can also be included, if
available
Be sure to tell potential exhibitors why they should be in this particular
exhibit. The reasons might include high traffic, attendance by major
utilities, or attendance by many small utilities. Emphasize that this is a
section exhibit; the geographic market is more focused than at association
exhibits.
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Depending on the size and type of exhibit anticipated, the marketing
prospectus should be distributed two months to one year before the
exhibit dates. AWWA has found direct mail to be effective for this.
Communicate with a Newsletter
A newsletter is a nice way to keep in touch with exhibitors. A newsletter
can be the means for exhibit management to emphasize any information
desired, any rules or regulations, changes, or additions. A newsletter can
be as formal or informal as desired and can be as frequent or infrequent as
needed.
Process Exhibitor Applications
When exhibit applications arrive at the section office, acceptance letters
should be sent to the exhibitors acknowledging receipt of application,
the number of booths reserved, any deposits received, and noting any
additional payments that are due by specific deadlines.
Assign Space. Space may be assigned in a number of ways. First-come,
first-served is the easiest and fastest way. A point system that awards
points for each booth space reserved, membership, advertising, number
of consecutive years in the exhibit, or early sign-up is another way to
determine the order of assignments. Whatever system is used, be sure to
describe it in the prospectus; an exhibitor could challenge a booth location,
so it is important to be able to support the assigned location. Points should
be based on what criteria the exhibits committee determines are most
important.
When assigning space, competitor separation must be considered. AWWA
has a 10-foot minimum separation for competing companies. The exhibitor
is given the opportunity, on the application, to indicate if desired booth
location is superseded by competitor separation. If that information is not
provided, the 10- foot minimum is invoked. The exhibitor should be asked
to list competing companies.
Assignments should be mailed to exhibitors as stated in the prospectus.
Final billing, hotel and registration information, and a newsletter can be
included in this mailing.
Payment Procedures. Payment policies should be clearly stated in
the exhibitor prospectus and on the application form. Deposits, final
payments, deadlines, and cancellation policies should be covered. Late
payment procedures should also be determined and explained to the
exhibitor.
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Manage the Exhibit
Once move-in begins, the duties of the exhibit committee include
overseeing the decorator, double checking the hotel or convention center
arrangements, checking for exhibitor problems, and verifying that security
and maintenance are doing their jobs. The exhibitors should know who to
contact with problems. At least one member of the exhibits committee or
other designated person should be available on-site at all hours the exhibit
is open, as well as during move-in and move-out. That committee member
or person should know who on the facility, decorator, or security staff to
contact for handling problems or emergencies.
Evaluate Your Success
The exhibits committee should send evaluation forms to all the exhibitors
soon after the end of the conference. The survey questions should be very
specific to help the committee evaluate the parts of the exhibit that went
well and those that didn’t. Questions should be structured so that “yes”
or “no” responses are eliminated. The following are examples of survey
questions:

How did you like the exhibit hours?

Were there too few or too many attendees?

How did the types of attendees meet or not meet your
expectations?

What improvements could have been made to the floor plan?

What problems could have been resolved more satisfactorily?

Why will you exhibit or not exhibit next year?
Begin Planning for Next Year
Planning the next year’s exhibit should begin at the current year’s exhibit.
During an exhibit, make sure each exhibitor is contacted about the next
year’s exhibit by at least one committee member. The exhibits committee
should hold a meeting when the survey forms have been returned to
review the responses and suggest improvements.
For more information regarding exhibits and specific questions, please call
the AWWA Convention Services Group at 303-347-6200. They will be glad
to help.
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