If you’re a fan of Robert Heinlein’s classic science fiction book “Stranger in a Strange Land,” you know the story of Valentine Michael Smith, a human who was born on Mars, raised by Martians, and comes to Earth in early adulthood. He ends up in a political power struggle and as the title suggests, he’s a little lost in the whole thing.
I sense that many people are feeling a similar way when it comes to returning to the tradeshow floor. Exhibit designers, builders and exhibitors are looking to the future when things will return to normal and they can get back to the action of exhibiting and all that entails.
This morning I see a post in a tradeshow group on Facebook that a client has canceled an appearance in an upcoming show in early August. Due to the uncertainty surrounding the resurgence of the delta variant of the virus and the continued resistance by a significant portion of the population to getting vaccinated.
Another commented that they also had a cancellation at the same show, and a second cancellation by another client at another show in October. Also due to uncertainty of the virus numbers.
But for some exhibitors who are looking at shows in late October, the assumption is that everything will be fine and they’re proceeding with plans for new exhibits. So they’re forging ahead on designs and are getting ready to put significant money down on new exhibits.
I get the sense that with all the players involved – organizers, exhibitors, attendees, designers, fabricators, labor and support services – no one is sure of which way to jump, and unfortunately we’ll all have to jump several times before we learn where we’re going to land.
In the TV show “Billions,” one of the questions that come up now and then is: “Are you certain?” And the response is meant to be “I am not uncertain.”
But I don’t think anyone has much certainty right now about the tradeshow world and when it might return to normal. Or even settle into a “new normal,” which will be different but at least predictable.