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August 27, 2015

PCMA: How A Trade Show Transformed The Attendee Experience

By David McMillin

The Global Petroleum Show (GPS) is approaching its 50th anniversary at Calgary’s famous Stampede Park, but the show’s organizers aren’t allowing nearly five decades of success to create any sense of complacency. Instead, Wes Scott, Executive Vice President, Energy, dmg::events, says the GPS team continues to look for opportunities to create a unique selling proposition for the 50,000+ attendees from the oil and gas industry who come to Alberta for the experience each summer.

“We’re always looking for something fresh,” Scott says. “We reviewed our attendee survey results and found many of them have been looking for more opportunities to see and experience drilling technology.”

Delivering those opportunities requires more than a 10’ x 10’ exhibit booth, though. In 2015, Scott and the rest of the team at dmg::events tackled a very ambitious task. They decided to build an entire drilling site at the show.

Channeling A Collaborative Spirit Among Exhibitors

In addition the challenges of accommodating oversized equipment, Scott and his team had to navigate the potentially tricky path of working with a range of different companies.

“We had to be cautious to not find competing companies to be part of the rig,” Scott says. “First, we found the drilling rig provider, and from there, we went out to secure the additional exhibitors that could help us build the entire experience. We found 12 different businesses that each offered unique solutions.”

The result? A true team spirit.

Read more at PCMA.org 

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