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“There are probably 100 times that many shows now.”ĭespite the advances in telecommunications, companies continue to go to trade shows to spend time with potential customers and check out the competition. “If you look at the computer industry 10 years ago, there were probably 30 shows a year,” said Gene Halloran, Display Works general manager. In the United States and Canada last year, there were 4,400 shows featuring at least 50 booths-25% more than in 1989, according to the Center for Exhibition Industry Research. The company is also benefiting from a surge in trade shows. The income from these extra services can double that margin for Display Works, Stoneman said. The extra income is critical in an industry in which low profit margins-4% or less-are the rule. Indeed, a cosmetic make-over for one of the large custom exhibits can run as much as $200,000. When the exhibits come back from a show, clients pay for repairs or modifications. The large quarters allow Display Works to design and build large exhibits as well as store them year-round for clients. In Orange County, Display Works just moved its 130 local employees into a two-building, 205,000-square-foot facility deep in its high-tech clients’ territory, the Irvine Spectrum.
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