1. What is a Rental?

Generally speaking, exhibit managers have two options when it comes to booths: They can purchase a custom-built exhibit, which they then pay to store and maintain, or they can rent. "In the simplest terms, renting an exhibit is a lot like renting a car where a driver needs a vehicle for a specified amount of time, but the rental company still owns the automobile at the end of day," says Mollie Stahl, senior account executive for Rockway Exhibits. "In the same way, a rental provider supplies a company with a structure and its components, and after the show ends, the exhibit is returned to the exhibit house and its parts are reused in other rental booths." When it's time for a renter's next event, the provider pulls and preps all the necessary components to build the exhibit and ships it to the venue, meaning that the rental won't be built from the exact same extrusions and panels as the previous show. And since the provider owns the exhibit, most of them oversee the shipping and installation and dismantle (although the renter covers the expenses), meaning that renters are not liable for the wear and tear or damages that occur during the process. Exhibitors who use a rental sign agreements with the provider that can range from single-show to multiyear contracts and anything in between, with progressive discounted rates for longer-term agreements.

That may sound straightforward; however, the actual rental experience is more nuanced. While an exhibitor can opt for a preconfigured off-the-shelf modular kit, more and more rentals actually involve a mix of rented and owned custom elements. "Most of the structural frames and hardware for the walls, storage closets, conference rooms, etc. are going to be modular rental components," Stahl says. "Then to spice it up and make the exhibit more unique, exhibitors will purchase counters, soffits, 3-D logos, and other items that are completely custom." Some exhibit houses will even rent these custom elements. "The term 'rental' is even fuzzier than that though," says Mel White, vice president of marketing and business development for Classic Exhibits Inc. "Companies that want to rent fully custom-built exhibits made from non-modular materials can do so through some providers, if, say, they agree to use that exact same exhibit three times. When the rental agreement ends, the exhibit house will dismantle the booth and reuse the salvageable components elsewhere. So, in truth, no hard-and-fast definition of a 'rental exhibit' really exists." Renting exhibits isn't necessarily simple or straightforward, but the range of options means exhibit managers are only limited by their imaginations.

2. Rental Misconceptions

Myth: Rentals aren't customizable.
Truth: Lots of rental exhibits are a mix of modular components and custom elements. Many exhibitors make their booths look unique by incorporating 3-D logos, one-off reception desks, etc. that allow the exhibit to be virtually indistinguishable from owned exhibits.

Myth: Only exhibitors with small budgets use rentals.
Truth: Many companies with deep pockets and massive exhibit programs exclusively use rental properties. Some prefer the flexibility and peace of mind rental exhibits provide, while others employ rentals to reach or maintain their company's green initiatives.

Myth: Attendees will know it's a rental.
Truth: That may have been true 20 years ago, but not today. Current modular systems can make any rental look custom. Plus, by being able to update and refresh their booths for each show, companies that rent are able to stay on top of ever-evolving trade show trends more easily than those that own exhibits that are aged a few years.

Myth: Rentals look used.
Truth: While it's true that rentals comprise used components, quality providers work hard to ensure the exhibit looks brand new for every event. Components are examined before every trade show. Those that are damaged or marred are repaired or replaced. Exhibit houses know that if they provide an exhibitor with a dinged-up booth, word will spread and hurt their brands.

3. When to Rent

Whether it makes more sense to rent or buy a stand comes down to a host of factors, including whether you have concurrent shows taking place, how many times you plan to use the same exhibit, and whether you have the budget to pay for maintenance and storage when it's not being used. Nowadays the choice to rent often doesn't simply come down to dollars and cents. For example, a growing number of companies have sustainability goals and see using rentals as an ecofriendly approach to exhibiting. As such, the factors about whether to rent or purchase an exhibit will vary from company to company. However, Nicole Genarella, senior vice president of 3D Exhibits, a Sparks company, offers the following general pointers:
➤ A common rule of thumb is to rent if you're going to use the same exhibit fewer than four times a year. If you'll need it more regularly, it's usually cheaper to buy a property and pay the storage fees.
➤ If you plan to frequently change your booth configuration – say from an in-line to an island – you can benefit from the flexibility of rentals.
➤ Sometimes renting is your best option even if you already own an exhibit. Companies that attend many shows often end up with overlapping event dates. Send the booth you own to one show, and rent an exhibit for the other.
➤ Similarly, say you're interested in a new show or one with a slightly different audience. Consider renting a property with a more modest footprint or messaging to test the waters before committing to a long-term investment.

4. Keeping it Fresh

Trending exhibit designs, like fashion, seem to change with the seasons. That can be a problem if you're looking to get five years out of a custom build since it means you can look like you're exhibiting in pleated khakis when highwaters are en vogue. "The biggest benefit of renting is the flexibility to change the exhibit up each time you roll it out if you want to," says Jim Shelman, general manager of the rental division at Classic Exhibits. "You're not stuck with one design you thought was perfect. As your business model or needs change, you can easily make changes to reflect the new you."

5. Customized Elements

While the provider owns a rental property's hardware and structure, there are elements the exhibitor will need to purchase outright. The most obvious is graphics since an exhibit house cannot reuse custom messaging and graphics. "Additionally, not all rentals are 100-percent free of other custom elements that need to be built, which will likely be at purchase price and cost more than an alternative rental item," says Steven Cunningham, rental program manager for Exhibitus Inc. "For example, if you need a reception desk that requires a logo etched in (as opposed to using vinyl graphics that can be peeled off) or custom LED lighting, you will most likely need to purchase and own it."

6. The RFI and RFP

When searching for a rental provider, begin with a request for information (RFI), which is basically a get-to-know-you questionnaire to understand a company's business model and capabilities and help you determine whether or not the company will make a good partner. (More on this in the next section.) According to our experts, this is the time to ask for references from current clients in order to have a frank conversation with them about their experiences working with the rental company and how much their rentals cost. It's also a good idea to request videos and photos of recent exhibits that are similar in scope to what you're envisioning. Ideally, these assets will be of the work done for the client references to help guide your conversations.

Once you've narrowed your list of potential providers down to three to five candidates, it's time to send out requests for proposals (RFPs). And don't go thinking that this will be light work just because it's for a rental. The more information you include, the better your chances of getting back a detailed proposal that includes an accurate estimate of costs. Our experts stress the importance of detailing which shows you plan to attend, who your target audience is, what key products and services you're exhibiting, and what your objectives are for each show. "Clearly outline what the budget is and what it includes beyond standard show services," Cunningham says. He adds that it's important to be clear about the show locations so exhibit houses can provide proper service pricing. Plus, include all brand guidelines regarding company logos, fonts, colors, and key messaging.

7. What to Look for in a Rental Provider

Not every rental exhibit provider operates the same, so it's best to find one that's the right fit for you.

Chad Stover, technical marketing manager for The Conair Group, offers his best practices:

➤ Find an exhibit house that gives you a single point of contact. Nurture this relationship with regular phone calls and schedule updates. Still, know who else is on the team in case you're unable to reach your primary contact in the event of an emergency.
➤ Choose a partner that isn't working with your primary competitors. You want their best design and attention. If they're also working with the competition, there might be a conflict of interest.
➤ Ask how many other rental clients they have at your event. Rental inventory isn't infinite, and you don't want a partner whose resources are spread too thin.
➤ Give preference to providers that are familiar with the shows and venues where you're exhibiting. This will help avoid potential headaches late in the game.
➤ Determine whether the provider has offices in the area you plan to have most of your shows. Otherwise, whatever savings you gain in a rental can be gobbled up in shipping costs.

Jim Shelman, general manager of the rental division of Classic Exhibits shares his insights:

➤ Inquire about design flexibility and customization capabilities. Some providers only offer off-the-shelf kits with little ability to customize.
➤ Partner with a provider that will stage the exhibit. Not all exhibit houses offer this service, but you'll benefit from knowing everything is perfect before it ships.
➤ Ask to see their installation instructions. Unclear instructions will likely mean that I&D will take longer than necessary. There are enough surprises on the show floor, and you don't want one of those to be double the labor costs.
➤ Seek a one-stop shop. The rental process can get very complicated if you need to rent the structure from one company and then source a second or third vendor for your tech and lighting needs.

9. The Rental Timeline

Pulling together a rental exhibit takes less time than a custom build, which can take up to 12 months. However, unless you're willing to settle for an out-of-the-box option, you'll want to start the process at least 12 weeks before your event. So here's a basic timeline to ensure you hit your milestones without being squeezed for time.

12 weeks out: Send out RFIs and give recipients about two weeks to turn them around.
10 weeks out: Distribute RFPs to top candidates. Teams will need three to four weeks to create detailed design proposals and estimates.
8 weeks out: Sign a contract and begin fine-tuning the design.
4 to 6 weeks out: Sign off on the final design, which will give your marketing team time to focus on pre-show marketing while leaving the exhibit environment to the experts.
2 weeks out: If possible, view the exhibit staged in the provider's facility and make any final design requests before the stand is finalized and packed.

10. Renting Through the Show Contractor

Outside exhibit houses are not your only option. Going through an official show contractor for a rental can have many advantages, according to Stover. "With a show contractor, I can often bundle the rental structure with utilities, labor, purchased printing, storage, cleaning, and even some computer networking," Stover says. "I recently worked with a show contractor to develop a custom-looking rental booth and bundled in the material handling, furniture, and storage for next year's show – some of which was included with no additional charge. And we didn't have to pay drayage on the rental structure since it was through the show contractor. It ended up costing significantly less than what other exhibit houses proposed." The bottom line: Explore all your options to find the one that best fits your needs.

11. International Rentals

"If you're exhibiting internationally, renting is the best choice instead of shipping an exhibit from the United States, which has become incredibly expensive. Plus, overseas exhibit houses are not huge facilities like in the United States, so storage can be quite costly. Partnering with a local rental company will ensure the materials used in fabrication are venue-compliant and reduce transportation charges. Compared to the United States, overseas exhibit rental is more turnkey and will usually include the exhibitry, graphics, flooring, furniture, shipping, and installation and dismantle. However, the exhibitor will still cover the costs for show services such as electrical, internet, cleaning, etc." – Jeannine K. Swan, president and owner, Global Exhibit Management LLC

12. Check the Quote

Carefully comb through the rental quote before signing a contract to avoid unwanted charges later, and request line-item pricing to see where you can save money. Stover provides some suggestions about where to pay close attention.

Project management: If you have the time and experience, request to handle project management on your own. When you can manage the vendors, supervise the build, and participate in I&D, you can save a lot of money.
Labor charges: Make sure labor costs and I&D are included in the rental quote. You don't want to think a rental costs $40,000 just to find out later that the labor is an additional $30,000.
Payment terms: Try to keep the spending within the calendar year of the show when possible. For instance, if you have a show in March, you don't want to make the rental deposits in December. Most exhibit houses understand this and will allow you to pay the first deposit after the first of the year.

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Rookie Mistakes to Avoid

"Many renters squeeze the timeline to the point where they have to give up important, audience-building elements. Another mistake is deciding to work with a partner based on pricing alone."
– Steven Cunningham

"Recognize that the quality of one rental isn't the same as another. If a rental is a particular brand, dive into the reviews or ask your trade show peers to share their knowledge."
– Chad Stover

"Thinking the exhibitor can cut costs by using a show's general service contractor for I&D. Since the exhibit house owns the exhibits, most of them require the use of specific freight carriers and labor companies to ensure the property makes it safely to and from the show."
– Nicole Genarella