Many marketers make the mistake of evaluating exhibit booths based solely on purchase price. But hidden and long-term costs can quickly add up, impacting your event budget, team resources, and bottom line.
With the right design choices, these costs can be managed and even reduced. This post breaks down key elements that make up the total cost of ownership of an exhibit, so you can make smarter, more strategic decisions for your next booth.
What is an exhibit’s total cost of ownership?
A lower upfront price might seem like a win, but when you factor in freight, drayage, labor, storage, maintenance, and variations needed for each show, the “cheapest” option often ends up being the most expensive. Smart marketers think beyond the initial investment and choose booths designed to work harder, last longer, and adapt to a range of events and environments. The goal isn’t just to spend less. It’s to spend smarter.
How to lower the total cost of ownership: key design and service considerations
- Exhibit flexibility lowers your long-term exhibit costs. One-size booths rarely fit all. If your exhibit can’t adapt to different shows, spaces, or brand updates, you’re stuck rebuilding or renting again and again. Look for modular systems, interchangeable graphics, and reconfigurable layouts that allow a single booth to scale and shift as needed. A flexible booth maximizes usage, minimizes additional costs, and gives your team more control.
- Durability reduces maintenance and replacement costs. Every component of your exhibit matters, from structural frames to fabric graphics to the cases that transport them. At Featherlite, we use advanced materials, precision manufacturing, and dye-sublimation printing to create exhibits built to last. Quality matters not just in appearance, but in longevity. Better materials means fewer repairs, less replacement, and more consistent brand presence.
- Seamless logistics keep expenses under control. Logistics are often the silent cost drivers. If a booth takes too long to set up, requires a large crew, or gets delayed in transit, you’re paying more than you planned. Prioritizing tool-less, intuitive assembly features can significantly reduce setup time and labor costs. Leveraging strategically located warehouses combined with comprehensive inventory management practices further helps ensure that your booth will arrive on time and in optimal condition.
What questions should you ask when buying a new exhibit?
A smart trade show booth investment starts with asking the right questions. Here’s what to consider:
1. How does freight impact the total cost of the exhibit?
- What it is: The transportation of your booth from city to city, typically via ground or air freight
- Cost drivers: Booth size, weight, shape, and how efficiently the booth packs.
- Cost savers: Choose lightweight materials that pack efficiently into fewer, smaller crates.
2. What is drayage and why does it cost so much?
- What it is: The transport and handling of booth materials from the venue’s loading dock to your exhibit space.
- Cost drivers: Bulky or heavy crates, too many loose components, and unclear labeling.
- Cost savers: Prioritize compact packaging, consolidate parts, and label everything for easier handling.
3. How can install and dismantle (I&D) costs be reduced?
- What it is: The labor required to set up and break down your booth.
- Cost drivers: Overly complex builds, confusing instructions, or excessive components.
- Cost savers: Simplify. Use tool-less systems, clear labels and fewer parts.
4. How does booth storage affect your annual exhibit budget?
- What it is: Fees for storing your booth between shows, either with a vendor or at a third-party warehouse
- Cost drivers: Large footprints and multiple booth versions that require more storage space.
- Cost savers: Go modular. Invest in a singular booth that can be reconfigured for multiple formats to save space and money.
5. What maintenance costs should you plan for with long-term exhibit use?
- What it is: The cost of repairing, replacing, or refreshing parts of your booth over time
- Cost drivers: Poor-quality materials and construction, graphics that fade or tear, and frequent updates for a busy show schedule.
- Cost savers: Invest in durable materials and partner with a vendor that offers easy refresh, reprint and repair options.
6. What should you know about event services and on-site support?
- What it is: Assistance provided during the event, including logistics coordination, tech support, and on-site labor.
- Cost drivers: Vendors who charge premiums or have limited service offerings, requiring you to hire additional vendors.
- Cost savers: Work with a full-service partner like Featherlite that understands event operations and offers experienced, seamless support.
Final thoughts: Make smarter booth investments by thinking long term.
When you understand the full cost of exhibit ownership, you can design an exhibit program that delivers results without draining your budget. It’s not just about what your booth looks like (although that’s also critical). It’s about how well it works for you, how long it lasts, and how efficiently it travels.
At Featherlite, we build durable and adaptable exhibits here in the USA that are designed for long-term value. If you’re ready to lower your total cost of ownership, reach out to get started.
