Are Trade Show Marketing Costs on the Rise?
As the event industry continues to rebound (post-pandemic), a new challenge is sharply emerging. Rising trade show costs. From labor and logistics to drayage and shipping, many exhibitors are finding themselves grappling with unexpected budget overruns and difficult decisions about their participation. At the heart of these increases lays a persistent and growing labor shortage, particularly among skilled tradespeople like carpenters, electricians, and freight drivers.
What’s Driving the Labor Crunch?
As we know, back in 2020, the live events industry came to a screeching halt. In that downtime, thousands of skilled workers shifted to more stable or better-paying jobs. According to the U.S. Bureau of Labor Statistics, the construction trades saw an attrition of over 200,000 workers between 2020 and 2022, many of whom have not returned.
In the trade show world, unions like the Carpenters Union, which supplies the core labor force for exhibit installs and dismantles, are feeling the pinch. In response, they’ve launched apprenticeship and fast-track training programs to onboard new talent more quickly. They're also partnering with trade schools and investing in outreach to younger workers, hoping to rejuvenate an aging workforce. But rebuilding a skilled labor pipeline takes time, in the meantime, labor scarcity is driving up costs for everyone.
What Exhibitors Are Saying
For many exhibitors, these labor shortages translate to higher rates for show site labor, increased rush charges, and fewer available crews particularly during peak show seasons. “We’re seeing a 20-30% increase in labor costs over pre-pandemic levels,” one exhibitor told us recently. “That makes us reevaluate not just how we build our booth, but which shows we can even afford to attend.”
Beyond labor, freight and drayage costs have spiked too. Ongoing trucking shortages and increased fuel costs have made shipping logistics more unpredictable. The American Trucking Associations estimate a shortfall of over 80,000 drivers in the U.S., a number expected to grow to 160,000 by 2030.
As a result, some exhibitors are downsizing footprints, skipping shows, or investing in modular solutions that can reduce long-term costs.
What Industry Organizations Are Doing
Thankfully, the industry isn’t standing still. Organizations like the EDPA (Experiential Designers and Producers Association), EACA (Exhibitor Appointed Contractor Association), EE-WDF (Events & Education Workforce Development Federation), and The Exhibitor Advocate are stepping up in meaningful ways.
These groups are:
• Advocating for workforce development funding
• Launching training programs to quickly skill new workers
• Building awareness campaigns to highlight career paths in the events industry
• Partnering with high schools and community colleges to promote trades as viable, well-paying career options
• Giving exhibitors a stronger voice, especially The Exhibitor Advocate, which focuses on promoting transparency, fairness, and exhibitor-focused policies across the trade show ecosystem
Together, these organizations are laying the groundwork for a more sustainable, exhibitor-friendly future. Still, these efforts need time and widespread support to yield results.
What Can Be Done Right Now?
While the big-picture solution requires long-term investment, there are smart steps both exhibitors and suppliers can take today to mitigate costs and plan more strategically:
Exhibitors Can:
• Consolidate shipments to minimize drayage fees
• Opt for modular or hybrid booth designs to reduce install/dismantle time
• Plan and confirm services early to avoid costly rush charges
• Rethink show strategy—focusing on fewer, higher-ROI events
Exhibit Partners (Like Genesis Exhibits) Can:
• Offer pre-built or hybrid exhibit systems that minimize on-site labor
• Improve logistics coordination to streamline set-up
• Advocate for smart budgeting and early planning in client programs
• Invest in training to retain and upskill staff internally
General Contractors (Freeman, GES, etc.) Should:
• Adopt flexible staffing models to meet fluctuating demand
• Build deeper partnerships with unions and trade schools
• Explore tech and automation that reduces manual labor needs
• Leverage regional warehousing to bring down shipping costs
Our Own Approach
At Genesis Exhibits, we’ve always believed in proactive collaboration. We work closely with our clients to help navigate these challenges, leveraging modular designs, strategic logistics planning, and best-in-class vendor partnerships to help reduce costs across the board. For us, it’s about finding smarter ways to deliver effective results, not cutting corners but cutting waste. From early planning to post-show support, we’re committed to helping clients maximize their budgets without compromising impact.
The Road Ahead
The live events industry is resilient but it’s at a crossroads. Rising costs, labor shortages, and logistical uncertainty require all of us to adapt. The solution? Collaboration. Innovation. And investment in people. By working together, unions, suppliers, exhibitors, contractors, and advocacy groups can build a more efficient, cost-effective, and sustainable future for trade shows. Because when the industry thrives, we all thrive.
