If You Want a Fun Expo Floor, Stop Penalizing the Fun
Why It’s Time for Trade Show Organizers to Incentivize Activations—Not Tax Them
Let’s talk about a common frustration on the trade show floor.
Exhibitors are shelling out tens of thousands of dollars for booth space, travel, accommodations, and staffing—only to get penalized when they try to make their booth engaging and fun.
We’re talking surprise fees, required use of “preferred vendors,” and sneaky rebate systems that ultimately benefit the organizer—not the people footing the bill.
A Real-World Example (That Happens Way Too Often)
At Sara in the City, we recently helped a client come up with a creative booth activation involving food—something simple, affordable, and guaranteed to draw a crowd. But the trade show organizer slapped on a 20% surcharge simply because food was involved.
That single fee completely derailed the activation—and the energy it could have brought to the expo floor.
Unfortunately, this isn’t an isolated incident. We see it again and again as corporate event planners who travel for events across the country.
What Message Are We Sending?
This kind of gatekeeping sends a very clear message:
“We want you to invest in your booth, but don’t get too creative unless you’re ready to pay even more.”
Yet it’s those very experiences—interactive, unexpected, and fun—that breathe life into a trade show. Think:
Branded latte art stations
Puppy meet & greets
Immersive product demos
Micro-lounges and photo ops
Gamified giveaways and tactile experiences
These moments are what attendees talk about. Not the logo’d pop-up banners or bowls of hard candy.
It’s Time to Rethink the Rules
As an experienced corporate event planner in Houston, TX (yes—we travel!), we believe it’s time for organizers to shift their mindset.
Instead of charging for creativity, incentivize it.
How? Try this:
Offer discounts or upgrades for booths that include unique activations
Provide rebates for ideas that increase dwell time or drive traffic
Host a “Best Booth Experience” contest with actual rewards
Highlight standout booths in official show marketing or social coverage
Loosen vendor restrictions to allow for more freedom and innovation
Everyone Wins When the Floor Is Fun
When organizers support creative activation ideas, everyone wins:
✅ Attendees stay longer and are more engaged
✅ Exhibitors see stronger ROI
✅ Organizers earn better reviews and rebookings
So if you’re a trade show organizer:
What would happen if you empowered your exhibitors instead of taxing their creativity?
It might just take your event from standard to standout.
Need Help Bringing the Fun Back to Your Expo Floor?
At Sara in the City, we specialize in helping brands create unforgettable, high-impact experiences at conferences, trade shows, and corporate events—whether you’re based in Houston or hosting your event across the country. From clever activations to full-scale production, we’ve got you covered.
👉 Let’s make your next event one attendees actually talk about.
Contact us to start planning »
