Insight
Significant rewards on show for those that understand US market nuances
Mathias Tesi Baur, founder of MBB Consulting Group, shares some of the insights on key trends and opportunities that emerged from the consultancy’ s recent high-level expert discussion on the US trade fair sector
I n February 2025, MBB Consulting Group hosted a panel discussion on the US exhibition industry. The consultancy has significant experience working on market intelligence projects for exhibition organisers and supporting their growth and M & A strategies in the US market and gathered senior industry experts to share their perspectives on the opportunities and challenges presented by this dynamic and unique market.
Diverse market with specific demands What makes the US so appealing is its diversity – not as a singular, homogenous market but as a collection of states with unique opportunities and challenges. As Vincent Polito, CEO, SISO said at the start of our discussion:“ People look at America as one country. In reality, it is more 50 states that have an umbrella name of‘ United States’.” This fragmentation can be a challenge, but it also opens doors for organisers to tap into new sectors across various states, each with its own set of demands.
Despite the inherent challenges of entering such a diverse and intricate market, the US remains a robust, resilient economy that has long been the go-to destination for both established global businesses and start-ups alike. The potential
Above:( Left to right) Greg Topalian, Martha Donato, Vincent Polito
“ The barrier is really low for someone to see an opportunity with a new market, a new model, a new way of doing things, and to bring it to bear.” rewards are often worth the investment, with the market offering avenues for those who know how to capitalise on them.
“ One of the things I love about this industry is that the barrier is really low for someone to see an opportunity with a new market, a new model, a new way of doing things, and to bring it to bear. And guess what? If you’ re successful, there will be someone waiting to buy you in a few years, which kind of keeps the whole ecosystem healthy,” said Greg Topalian, chairman, Clarion Events North America.
Post-Covid, the US trade show industry has made a strong comeback, with some of the highest Net Promoter Scores( NPS) in years, reflecting the growing satisfaction among exhibitors.
Martha Donato, MAD Event Management LLC | UFI North America regional director, said:“ We’ ve seen over and over again in surveys and studies, that exhibiting at a trade show is one of the top five ways that you can reach your audience.”
This resurgence proves that the value of face-to- face interactions in the trade show industry is irreplaceable, even in an era dominated by digital advancements such as AI and virtual events.
High entry costs For those considering entering the US market, the high costs can be a major barrier. Entry requires careful planning due to factors like union labour systems and complex regulations around booth set-up and staffing. Martha Donato:“ When you come into the United States and your expectations are that your labour force, or your venue team operate the same as it does in another culture – it doesn’ t. It’ s quite different. And so those are the things that you need to
16 Issue 2 2025 www. exhibitionworld. co. uk