Trade Show’s Fresh Look

August 8, 2012 07:09 AM
Trade Show’s Fresh Look

New Holland sponsors 26,000-sq.-ft. trade center at Expo

If you thought the commercial trade show at World Dairy Expo couldn’t possibly get any bigger or better, think again. The show will take on a fresh new look and feel this year with the addition of 26,000 sq. ft. of indoor exhibit space.

"For many years, we’ve had a waiting list of companies wanting to exhibit at Expo," says John Rozum, Expo sales manager.  "We also have many companies already exhibiting here who wanted more space for their booths. But we just haven’t had the space to accommodate them. We decided that this was the year to go ahead and get the job done."

New Holland,
a leading agricultural equipment manufacturer, is sponsoring the exhibit space that will officially be called the New Holland Trade Center. With its investment, New Holland becomes a Five Star sponsor of Expo.

"We are very pleased about this new opportunity," says John Elliott, director of brand marketing, North America, for New Holland. "New Holland has long been committed to the development and production of equipment that helps dairy producers put up high-quality hay and forage, and our support of World Dairy Expo is just one way that we are demonstrating and growing that commitment."

The New Holland Trade Center is located on the north end of the Outdoor Trade Mall, just across the road from the Arena Building. The  100'×260' tent stretches from near the Food Court to the Exhibition Hall.

"The structure is similar to the two large cattle tents we’ve had for several years," Rozum says. "A major difference is that the new tent has windowed sidewalls and glass doors."

The launch of the New Holland Trade Center marks the largest indoor expansion of Expo commercial exhibit space since 1995, when the Exhibition Hall opened. The Trade Center will add 138 booths to Expo’s already expansive, widely heralded trade show.

Last year, the trade show featured 810 dairy-related exhibits, with exhibitors coming from 28 countries. In addition to the Outdoor Trade Mall and Exhibition Hall, exhibits can be found in the Arena Building and the Coliseum.

"One of our goals was to reserve at least a third of this new space for companies that are brand new to the show," Rozum says. "We’ve been able to do that.

"We’ll also be giving some of our longtime exhibitors a little more elbow room to showcase their products and services," he says. "The result is that the exhibitors will continue bringing the best of the best to Expo, and dairy producers attending the show will have an opportunity to see and learn about even more great new technologies, products and services."

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