Market demand Beyond demographics, demand for show space will also wax and wane according to show dates and locations. Show managers may adjust their annual rates accordingly. This is the year our major competitor runs its show, so we didn't want to raise prices because we have quite a few common exhibitors. Auten also rejects price increases when their show rotation schedule takes them to cities which historically have less exhibitor participation. Location also impacts price setting in terms of expense variables.
Demand also plays a role in pricing special premiums and booth packages.
Similarly, shows that offer booth packages tend to do so because of exhibitor demand. Bacon's Home Center show offers booth packages that can include signage, drayage and electricity as a means to help exhibitors control costs. He claims that smaller exhibitors can save 25 percent or more with this turnkey package. Package rates seem best suited to shows with many small or start-up exhibitors who have more limited budgets. The NHMA show offers a special package rate for exhibitors in the lower level of McCormick Place East.