He makes translators available if they're needed, however. Much more assistance must be provided at Contexpo. Thus, Miami, which is virtually bilingual, was chosen as the show site specifically to make participants comfortable. Established five years ago, and international since its inception, Contexpo now has 27 percent international exhibitors. At the show, where exhibitors must communicate with U.S. buyers, management helps in a number of ways.
All signage is bilingual, as is the directory.
Barkley says that although most exhibitors bring bilingual personnel, some speak no English at all. The exhibitor manual includes forms for ordering translators for the booth. Domestic exhibitors who do not speak Spanish can also borrow translators. Here again, show management needs to expend extra effort on behalf of international exhibitors. Some exhibiting companies are seeking distributors, Muir says, because it is too expensive to exhibit repeatedly in the United States.