Win big by sharing your event sourcing insights.
Complete our latest survey on event location selection for the chance to win a cutting-edge VR Headset!
Take the survey.

Most Innovative Meetings 2022: The Utility Expo

The decades-old event from the Association of Equipment Manufacturers featured a brand-new name and a revamped, user-friendly layout.

Most Innovative Meetings 2022: The Utility Expo
The Utility Expo was the only million-plus net square foot show in the U.S. in 2021, according to organizers.
Photo: Courtesy of AEM

BizBash's 10 Most Innovative Meetings 2022 is sponsored by Quest EventsMyClearTextAccessLOOP, and GTHER.

The basics: The Utility Expo drew 16,400 attendees to the Kentucky Exposition Center in Louisville in September 2021. The decades-old biennial event—which organizers noted was the only million-plus net square foot show in the U.S. in 2021—underwent a major rebrand during the pandemic. Previously called the International Construction Utility Equipment Exposition (ICUEE), the rebrand aimed for a more clear, concise, and simple name that resonated with all its stakeholders.

"The previous iteration was a very mature show that needed a shot in the arm in order to grow and reach new audiences," explained John Rozum, senior director of utility exhibitions and events at the Association of Equipment Manufacturers (AEM). "We went for a self-marketing name that truly resonated with our audience. We felt it was really important to include 'utility' in the name of the show. ... We [also] introduced new, energetic colors and a new brand identity to align with the energy of the industry."

AEM worked with Fern on the show's decoration and "big, bold look," noted Rozum. "Louisville Tourism is an amazing partner too!" Most Innovative Meetings 2022: The Utility ExpoThe show featured an exhibit area on dirt where companies that wanted to dig, tunnel, or drill could showcase their products.Photo: Courtesy of AEM

A new layout: Along with the new name and branding was a completely new show layout. "Louisville has been our home since 1987, and in its previous configuration, many of our outdoor exhibitors had become landlocked and unable to grow. Visiting outdoor areas meant that attendees had to cross through traffic, pass through fences, and deal with stepping over curbs," Rozum explained.

"When the KEC tore down the old Cardinal Stadium on the back of the property, it created a new wide-open parking lot—one that would serve as an amazing exhibit area for large utility equipment," he said, noting that the new space allowed the team to flip the script on how they used the exhibit space. "It created a contiguous exhibit area, flowing from indoor space, across the new lot, and into the traditional dirt demo lot. This provided better access for exhibitors, as well as easier flow for attendees."

The floor plan revamp also allowed for product concentration areas, which made finding similar product types much easier on the grounds. "The new space allowed exhibitors to grow and expand, and it also meant that we were going to need to shuffle the exhibitor deck, so to speak," said Rozum. "The new layout provided the opportunity to better curate the attendee experience and help make it easier to find the products they need."

Peer-to-peer learning: Also new was "the jobsite," a learning area where equipment was used to demonstrate best practices as well as tips and tricks. The show had always featured a substantial exhibit area on dirt where exhibitors that wanted to dig, tunnel, or drill could show their products, but this new area featured demos put on by well-known contractor attendees—without having the influence of the salesperson or company rep. Rozum described it as "pure peer-to-peer education."

"This show began in 1964 in a hayfield in the Chicago suburbs. It was really a 'show and tell' of equipment for the utility industry, and that remains a core component today," he explained. "Most interactions now are between a manufacturer and buyer, and there has always been that element of show and tell among attendees—'here’s how I use this' or 'maybe you could try....' By putting that equipment in the hands of people who use it every day, they’re sharing in a whole new way."

He added, "And for the exhibitor who may be the engineer who designed that piece, it’s a whole new feedback channel." Most Innovative Meetings 2022: The Utility Expo"When the KEC tore down the old Cardinal Stadium on the back of the property, it created a new wide-open parking lot—one that would serve as an amazing exhibit area for large utility equipment," explained John Rozum, senior director of utility exhibitions and events at the AEM, of the event's new layout.Photo: Courtesy of AEM

Health and safety: Hosting an event in fall 2021 meant dealing with a lot of COVID-related uncertainty. "However, we worked closely with KEC as well as local health authorities to assure the safety of our attendees, exhibitors, vendors, and staff," said Rozum. "Our communications team pulled a smaller team together that had touch points on all communications that were being directed to our important audiences. Clear, concise, and aligned communication was a critical factor in bringing attendees to the show and making it a successful experience for everyone involved."  

Key takeaways: Despite the challenge of pulling off a rebrand and an all-new layout, producing it on the backend of COVID's Delta wave, "felt like a miracle," said Rozum. 

But the team stayed grounded by remembering that the exhibitors and attendees—"construction and utility workers who create and maintain the infrastructure that keeps the water flowing, keeps the lights on, and keeps us all connected," he noted—were essential workers who hadn't been able to work from home during the pandemic. All stakeholders were determined to host the event in person. 

As for lessons learned, Rozum noted that "contingencies are a must. Be ready for anything. I strongly recommend an operations and communications plan that is updated for every show, and hold practice sessions for show staff."

He also encouraged event professionals to never stop trying to improve. "That’s a lesson re-learned every year, with every event. Look at what other shows are doing, and not just in your area," he suggested. "You might be able to tweak an idea that will work for your show."

Back to the full list


Learn more about our sponsors:

Quest Events is a go-to event rental partner for industry professionals based in North America. With locations across the U.S. and service capabilities in Canada, look no further for effective and efficient pipe and drape services, as well as scenic, decor, and furnishing solutions across the AV, hospitality, corporate, wedding, and exhibition industries.

MyClearText elevates events no matter the format with high-quality human captioning in real-time. Thanks to the team’s 50-plus years of technical expertise, MyClearText captions are produced at the speed of up to 300 words per minute, delivered at 99% accuracy contextually and grammatically.

AccessLOOP is a leader in adding accessibility features to all livestreamed and virtual events (think: human captioning, live sign language, translations in more than 100 languages, and more). It’s a simple workflow—the browser-based software links to your source stream and stream destinations, loops in your preferred providers, and allows you to set your on-screen layout. 

GTHER is a next-gen event experience platform that’s designed to evolve with the ever-changing industry by bringing virtual event functionalities into one place. Referred to as “the Swiss army knife of virtual experience platforms,” GTHER allows its users to chat, livestream, stream real-time content, host networking sessions, create a custom-branded space, and so much more.

Page 1 of 14
Next Page