"No other show makes us do this!"

This may be the most common complaint show managers hear about showrules. Yet a review of rules and regulations from a broad range of tradeand consumer shows indicates a high degree of similarity.

"The basic rules have to stay the same. Otherwise it costs exhibitors a fortune to keepup," says Paul Prince, Director of Trade Show Services at the National Sporting GoodsAssociation. "Many exhibitors are in a dozen or more shows each year. If rules changedrastically from show to show, it's a financial strain on the exhibitors, and somewherealong the line they won't exhibit. It helps every show to conform as much as possible toindustry standards."

The bulk of a show's rules generally relate to display construction. Many show managersfollow display rules and regulations set out by the International Association forExposition Management -- copies of which can be ordered from IAEM's PublicationsDepartment for $12, plus a $5 shipping charge.

Another significant portion of a show's rules are based on legal requirements andbuilding and union regulations. These may vary from place to place. As an example, Michael O'Loughlin, Marketing Manager of O'Loughlin Trade Shows, points out that one facility requires exhibitors in a home and garden show to keep bark dust wet throughout the event, whereas another facility has no such requirement. The show manager then has an option: keep a show's rules consistent regardless of venue, or change the rules as the venue changes.

The remaining rules have usually developed over time, based on problems that arise onthe show floor. Exhibitors themselves may be the source of new rules, particularlywith shows that have exhibitor advisory committees. Sometimes, however, exhibitors can make show managers feel as if they're going in circles.

"Once, exhibitors in a restaurant show we produce insisted that any bags given away hadto be see through, and couldn't be gusseted," recalls O'Loughlin. "But this was too difficultto enforce, so the exhibitors convinced us to change the rule to prohibit all bags. Now, somany exhibitors have complained that we're changing the rule again -- allowingexhibitors to hand out any kind of bag they want."

Spreading the word

When rules change, it's essential that exhibitors be informed. Most show managers domore than just list the new rules in the exhibitor manual, since long-time exhibitorsoften don't feel the need to read the manual.

Typically, show managers send a letter detailing new rules -- either under separatecover or with the exhibitor manual. They may also use a neon highlighter within themanual to draw attention to the changes. Rarely are rules changed once the manual hasbeen mailed.

Exhibitor newsletters can help spread the word, and often have a higher readership thanthe manual. A significant rule change might be boxed on the front page, and remain inthat position through every issue.

Ann Bisgyer, Operations Manager for Cannon Communications, recommends a morethorough effort -- particularly when there's a major rule change. "It's time-consumingand expensive, but the best thing to do is send a return-receipt certified letter. Thisguarantees that the information went to the exhibitor's office. If he or she doesn't readit, that's not my responsibility. I did everything in my power to alert them to thechange."

Bisgyer suggests personal phone calls and faxed messages as other ways to ensure thatexhibitors know about rule changes. If the rule change concerns move-out, she'll putnotices in each booth during the course of the show.

Putting rules on the agenda of preshow exhibitor meetings is also helpful. "Discussionsenable exhibitors to understand the rationale behind your rules, even if they may not behappy with those rules," says Bisgyer.

Enforcing the rules
Show managers are constantly faced with rule violations. The degree to which they willbend the rules varies from one situation to the next. For instance, many shows-prohibitchildren on the show floor. Yet every year, several people will either ignore or thinkthey can bypass the regulation. Most show managers will stand firm. That same showmanager, however, might allow a boat to protrude six inches into the aisle.

When bending a rule breaks the law, jeopardizes the insurance or threatens relationswith a union, show managers allow no leeway. In other instances, they may try to beflexible. "This is a people business," says Prince. "You always try to work with thepeople."

"If an exhibitor's neighbors don't complain, and the exhibitor isn't blatant aboutbreaking the rules, we look the other way," says Cathy Walters, Vice President ofExhibitions for the National Retail Federation. "However, if we see something duringset-up that we suspect will create a problem, we warn the exhibitor that the displaymay be in violation. We'll suggest ways to correct the situation. Or, depending on theproblem, we may suggest that he speak with neighboring exhibitors. If it's OK withthem, then it's OK with us."

Often, show managers build flexibility into rules by incorporating a stipulation such asunless approved by show management. "This allows us to make judgment calls. It allowsus to be human," says O'Loughlin.

Show managers may go to great lengths to avoid punishing rule violators, but theyusually have mechanisms in place should the need arise. The NSGA, which has rules concerning sound amplification, saw to it that the power to each exhibitor's sound system was isolated on a separate line, so it could be shut off if the sound exceeded permitted levels. The association hired a sound technician to meet withexhibitors during move-in. He listened to dress rehearsals, measured sound levels and worked with the exhibitors to place speakers so that sound would be contained within the exhibits. The combination of threat and assistance enabled NSGA to prevent violations.

The International Specialty Advertising Association threatens a loss of priority points,but Mary Upton, Director of Meetings & Conventions, says that no one has lost pointssince the procedure was instituted 12 years ago. "Let's say someone is reported as havingleft the show early," she explains. "We write to the principal of the company,requesting a clarification. Normally, I get a phone call or a letter explaining the absenceor insisting they were there. I thank the company for responding, tell them not to let ithappen again, and it goes into a file."

Upton and other show managers find that exhibitors are professionals who want to avoid problems. Like the show managers, the exhibitors recognize that everyone has to come back and work together again next year.

Common rules and regulations
The following list includes rules and regulations that are common across a broadspectrum of shows. In some cases, several conflicting rules are given to indicate some of the differing methods used by show managers to confront problems. Specific rules andregulations that are unique to certain industries are not included. And although this listmay represent twice the number of rules used by some show managers, it may also behalf the number used by others. Some exhibitor manuals, for instance, have entire pagesdevoted to security, food and beverage service and local union regulations.

Admissible exhibits

Exhibit privileges are restricted to suppliers and associate members who are in goodstanding with the association and current in payment of dues.

No subleasing or sharing of space with another business or firm is permitted unlessapproved by show management.

No exhibit eligible for the exposition will be permitted in a hotel room.

Products and services must be related to the industry.

Products and services exhibited must be those normally manufactured or provided by theexhibitor.

An exhibitor may display the products of no more than one company or client in a singlestandard exhibit booth.

If the exhibitor is a distributor for a product, he must be the sole North Americandistributor.

An exhibitor may not display any product or distribute advertisements for any productthat infringes on the registered trademark, copyright or patent of another company, ashas been determined by a court of law.

Generally, different regulations apply for island booths, peninsula booths, perimeterbooths and standard back-to-back booths. However, most show managers require booths to conform to height and other standards set forth and endorsed by industry organizations such as IAEM.

The booth backwall height may not exceed "X" feet, including signs, electrical lightingholders or other display items.

Sidewalls must be less than "X" feet high, and may not extend more than "X" feet from thebackwall.

No construction is allowed on the sides of any booth that would obstruct the line-of-sight of adjacent booths.

Display fixtures over "X" feet in height and within "X" feet of an adjoining booth must be confined to the back half of the booth.

Open or unfinished visible sides of exhibits must be covered so as not to be unsightly orobjectionable to other exhibitors.

Display panel backing over "X" feet in height may not bear the exhibitor's logo or anyother commercial markings that might infringe upon adjacent exhibits.

Double-deck booths are not permitted.

A ceiling over an exhibit may be supported by a single vertical support not to exceed "X"inches in diameter in each corner of the booth. Vertical supports that are strictlydecorative are not permitted.

Nails, tacks, tape, stickers and other materials must not be used on columns, walls, floors or other parts of the building.

Exhibitors may not apply paint, lacquer or any other coating to the building, columns,floor or booth equipment.

Floors must be protected against dripping oil or other substances.

Signs, banners, balloons, etc.

Exhibitors may not display any sign, partition, apparatus, shelving or otherconstruction that extends more than "X" feet above the floor.

The maximum size of any sign may not exceed "X" square feet.

All signs must be free-standing. No sign may be strung between posts or hung from theceiling.

Signs must be professionally made.

No pennants are to be used unless approved by show management.

Under no circumstances will banners or hanging signs be permitted in the exhibitionhall.

No sign may be placed outside the booth area, in doorways, hallways or aisles.

No helium-inflated balloons are allowed in the building.

Set-up and tear-down