Service Contractors: Sustainability on the Floor

The two biggest general service contractors, GES Exposition Services and Freeman, have taken small steps in their efforts to green tradeshows.

But sometimes just a step is what it takes.

Each one started with shows Freeman and GES officials described as naturals for the efforts – shows that catered to an audience where environmental and sustainability issues were already in the forefront of attendees' and exhibitors' minds.

The small steps lead to bigger ones as the companies look toward the future of greening the industry.

For Freeman, the first shows to approach the general service contractor for greening solutions were Natural Products Expo West/Supply Expo and Natural Products Expo East/Organics Products Expo – BioFach America, produced by New Hope Natural Media, a division of Penton Media.

“For New Hope, (green) has always been their buzz word, so it was important that we answer that request,” said Joe Pestka, national accounts manager for Freeman.

New Hope has recycling and composting efforts in their offices and wanted the tradeshows to reflect that philosophy, said Nicola Ferrell, executive marketing director for the company.

“As everyone's awareness is rising, it becomes easier to have those conversations,” she added.

GES also found a similar partner with Nielsen Business Media's Sports Group events, including Outdoor Retailer Summer and Winter Markets, Action Sports Retailer September World Trade Expo, Health & Fitness Business Expo & Conference, Fly-Fishing Retailer World Trade Expo and Interbike Intl. Bicycle Expo.

“When your mind is aligned with someone else's, you can accomplish so much,” said Carol Ingersoll, GES vice president of national accounts.

In 2005, Ingersoll started working with Cindy Sample, director of operations of the Sports Group, to find ways to make the shows more sustainable.

“It's one step at a time,” Sample said. “Green is such a familiar term now, but it's such a broad term.”

Now, all the Sports Groups shows have 100-percent recyclable aisle carpet, are wind-powered, offer carbon-neutral travel options to attendees and have recycled booth carpet options for exhibitors badges made with recycled paper and soy ink, biodegradeable can liners, LED lighting for signs and backlighting, and recycling programs.

“We provide different products that leave less of a footprint,” Ingersoll said.

Freeman has implemented similar touches with the Natural Products shows, including using sign substrates that are 100-percent recycled for show cards instead of standard foam-core substrates, biodegradeable and compostable can liners and table tops, rental carpet that's made from 75-percent recycled content and is 100-percent recyclable, and using Plyboo, a plywood made from bamboo, for a lot of the stands in the lobby area, in panels for the registration and entrance units and for all show management structures, Pestka said.

Even though Plyboo is more expensive than recycled poster board, he pointed out it has been used for three years at six shows – both the East and West editions – so the cost was spread out.

“We try to find things that work and look good and cost relatively the same,” Pestka said.

In addition, New Hope tried recyclable, compostable badge holders for the first time at the recent West show March 14-16 at Anaheim Convention Center, Ferrell said

“We're pretty excited about that,” she added.

Officials at both general service contractors also said, because of raised awareness of environmental stability in the industry, resources are becoming easier to find.

“Because we use our buying influence, we were able to get our suppliers to get on board and develop sustainable products at more cost-effective prices than what was on the market,” Ingersoll said.

Pestka said it also takes understanding of suppliers to make greening work for shows.

“We had to learn the supply chain,” he added. “The challenge is you can't order a skid of Plyboo (at the last minute); you have to order it in advance.”

But it isn't just the shows whose attendees have sustainability on the brain that have green measures. The companies have used those jumping-off points to make broader efforts in the industry.

This year, Freeman also collaborated to help reduce leftover waste at one of the large construction shows, World of Concrete, owned by Hanley Wood Exhibitions.

“We wanted to take a significant step,” said Tom Cindric, World of Concrete director. The program, implemented with Evergreen Recycling, helped divert 81 percent of the post-show waste from landfills, he added.

Cindric said the show is looking for other ways to add green options to the show in the future.

Both GES and Freeman want to take even bigger steps by developing environmentally friendly booth rental packages for all shows.

Ingersoll said GES' 10'x10' eco-booth will include 100-percent recyclable carpet, recycled aluminum structure and insert panels made from recycled content and bamboo.

“Every piece of the booth will be an eco-friendly component,” she added. The cost will be about 25 percent more than the standard booth rental.

Willi Clarkson, Freeman's senior vice president of operations, said the average exhibitor probably wouldn't be able to afford a custom-designed eco-friendly booth, so the company wanted to have something to offer them.

“Freeman is coming up with an (exhibitor) offering that looks the same, just as good, but has eco-friendly options,” he added.