As human beings, we make many decisions based on visual stimuli. We may buy certain foods because subconsciously the packaging appeals to us. We select our cars as much for the statements they make as for their performance. And, fair or not, we often judge others based on their appearances.

The visual stimulation we receive from our surroundings plays an important role in how we respond. A living room decorated with rich, dark colors and traditional decor might make you feel relaxed and cozy, while a sleek, modern design with bold contrasting colors might energize and excite you. And just as you will respond to these two rooms, so too will your attendees and exhibitors respond to your show. Fair or not, they will form an opinion of the event simply by how they "feel" upon entering the hall.

"But wait," you may protest. "I barely have enough money to carpet the registration area. How can I afford to create a 'look' for my event?"

Regardless of the size of your decorating budget, you can produce a visually stimulating, high-impact show. But you have to make every decorating dollar count. "What you lack in money, you can make up for in creativity," says Laura Ackerman, Operations Manager for the Electronics/Design Expo Group at Miller Freeman in San Francisco.

First steps
Before you can create a "look" for your event, it's important to give serious thought to the impression you want your show to make. What type of ambiance do you want to create? Do you want high energy or subdued elegance, bold impact or conservative refinement?

Your answer will depend on the type of show you produce, and the expectations of exhibitors and attendees. If you produce a show where orders are placed on-site, you'll want to create a fast-paced, exciting environment. If building relationships is what your show is all about, then a calming, relaxing decor is paramount.

A brainstorming session with your staff and general service contractor should be next on your agenda. You should also invite any other contractor who contributes to the look of your event.

Discuss with this group the ambiance you want to create, along with your goals and priorities, the show theme, the types of exhibitors and attendees, and the makeup and goals of the sponsoring organization. Have everyone contribute decorating ideas that enhance the mood you're trying to create. "Our group is veryopen to new ideas," says Ackerman. "We really encourage innovation, and try to be visually-oriented during these sessions.

Try to keep an open mind, and be willing to look at any area. "Sometimes, just changing your floorplan can change a show's look," says Julie Smith, Director of Marketing and Special Projects at GES Exhibition Services. "Most decorators use computer-aided desk programs that can generate many floorplan variations. You could come up with a new look at virtually no cost."

Contractor expertise
Most show managers agree that it's best to be up front about your budget limitations. If you're open about what you want to create, and how much you've got to spend, your contractor can more easily suggest ways to stretch every dollar. "If you have a good relationship with your decorator, he or she will work with you," says Smith. "They won't try to oversell you on expensive items."

Choose a decorator with a reasonably large inventory of props and stock items. Tour the facility with your contractor, noting the items that may fit the look you're after. Props that were custom-made for another show can often be rented at reasonable rates. A good decorator can also invent new and unusual uses for standard materials.

"Customizing adds expense, but not necessarily impact," says Owen Snyder, Senior Vice President of Sales and Marketing for Shepard Convention Services in Atlanta. It's important to distinguish between items you just "like," and those that add to the mood you're creating. "Is it an item you really need, or is it window dressing?" asks Snyder.

Plan to tour any other warehouses your contractor may have when business takes you to the cities where they're located. And arrange to walk some show floors with your contractor. They can recommend those that decorate well on a tight budget -- or visit the expensively decorated shows just to get ideas or see custom props you might rent in the next few years.

"Look at photographs of other shows the contractor has decorated," says Ellen Beckert, Director of Corporate Development for The Freeman Companies. "You can get great ideas, but you can also see how certain props, materials and signs look and function in particular facilities."

And be sure to ask your contractor to review last year's invoices and recommend areas for savings. Chris Fassnacht, President of Expositions Inc., found that the structure of the hall in which he produces the National Home and Garden Show and The American/Canadian Sport, Travel and Outdoor Show, created a signage problem. The center has 85-foot ceilings, making it necessary to use a crane for hanging signs.

The solution, says Fassnacht, was to use a 16-foot pipe and stanchion crossbar to bring signs 8 to 10 feet above booth backwalls. The resulting savings -- around $1,800 for both shows.

Long-term agreements

Many show producers searching for cost savings, look to long-term relationships with their contractors. An obvious benefit is that you can reuse items from year to year, and the decorator generally stores and delivers them to the show site at no cost.

"Another benefit is pricing. It can be more easily predicted on a long-term basis," says Beckert.

You might also be able to "lock in" prices over several years, or negotiate for smaller incremental percentage increases. And, as Smith points out, with a three-year contract, the cost of custom work can be amortized.

"We'll pass on savings that aren't necessarily savings to us," says Snyder. "For example, we would guarantee the same carpet rate for the next three years because we can economize by not having to solicit that new business each time."

Another benefit is the relationship you and the contractor can develop. Over time, they will come to have an emotional investment in your show and will become almost a part of the show staff. They will understand what's important to you and the show and, as familiarity grows, they can help with strategic planning and suggest cost-cutting measures.

With creativity and teamwork, you can create a look befitting your event -- while making every dollar count.