A friend of mine recently passed along a feature story from that day’s Wall Street Journal. Knowing my enthusiasm for attending industry events, the headline piqued his interest: “The Trade Show Plots Its Comeback.” Indeed, my interest was piqued, as well.

Amidst the COVID-19 pandemic, much of the attention has been paid to local businesses, especially those in the restaurant and foodservice industries – and rightly so. Many businesses have been impacted, though. Numerous label converters have seen orders skyrocket, but others – depending on the markets served – have been hit by hard times. Materials have been more difficult to come by, and orders have been intermittent in many cases. But our industry extends beyond the traditional supply chain.

According to the Wall Street Journal, trade shows represent an $11 billion business. And after what was termed “a lost year,” many event organizers are now strategically planning a comeback. However, this is no small feat. The logistics of planning a regular event can be complex. Add in a global pandemic, and the challenges multiply. In February, a joint event was held by three apparel-industry trade shows in Orlando, FL. The goal was not profit. In fact, it was to prove that there is a successful path forward in returning to group gatherings in a trade show setting.

“Masks, temperature checks and COVID-19 tests were mandatory,” writes Dave Sebastian. “Booths were spaced out, aisles had no carpets, and floor markings reminding attendees to keep their distance were ubiquitous. Hand sanitizers were swag mainstays.”

There is a path to accomplish this endeavor. The timing of the Wall Street Journal story was interesting, though, considering more label and packaging events are moving online. TLMI, FTA, Labelexpo (both the American and European versions) have either been postponed or converted to all-virtual events.

There is a light at the end of the tunnel. Dscoop and Labelexpo have both announced plans for fall events. The inaugural Label Congress is scheduled for September, while Dscoop looks to welcome in-person attendees in October. While the vast majority of the industry has made the necessary adjustment to continue conducting business – investing in new presses, on-site troubleshooting, or simply manufacturing in their own facilities – there are benefits to face-to-face gatherings. 

In this month’s Narrow Web Profile (page 42), Rich Preiser retraces his history with Nilpeter, as several of the manufacturer’s key and former personnel worked for him when they were just teenagers. That networking and familiarity made him comfortable investing in a brand-new press. Stories like that abound in our industry. For as adept as we’ve become at leveraging Zoom and other virtual conferencing platforms, there are no good substitutes for in-person interactions. Countless converter and supplier relationships have been built on a handshake, not a computer. As vaccines continue to be administered, the likelihood of conversing at the booth increases. The wait continues.


Greg Hrinya, Editor
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