Trade shows are the holy grail of events for operators. The revenue is unbelievable and at that scale, the profit margins can push into the 40s. Having everyone in your industry descend on your convention center with exhibitors buying space by the square foot is a great feeling.
But there’s a question about whether they are in the best interest of the attendee. And while there is a ton of demand for events right now, there are questions to be answered regarding whether the future of events really is trade shows or if we can expect events to start going smaller.