A realistic zero-based budget should be developed for the show as soon as possible, no later than 12 to 18 months from opening. Revenue projections Whether you use an incremental budget or a zero-based budget, projections are important in both. Projecting revenues requires research and looking into the future. It is not surprising that we have far more control over expenses than revenues. As show managers, we have absolutely no control over a myriad of factors which impact our show revenues.
Shows reflect the industry they represent.
Consequently, exhibit and attendee revenues can be, and are, impacted by the economic conditions of the industry, airline or hotel strikes, inclement weather, etc. You must intimately know your show and have an astute awareness of the outside factors that can positively or negatively impact the show's revenues. Consider the city, location of the facility, speakers and competing shows. If the show is established, study the history and trends. If it's a start-up, be thorough in the market research and know the potential of the audience.