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Order from Chaos: A Unique Trade Show Story
Last month the BTX Marketing team had the opportunity to visit, Shoppe Object, a tradeshow in mid-Manhattan, New York City. Our goal was not only to experience a tradeshow in action but also to gain valuable insight into the logistics role BTX plays in orchestrating such an event. We were expecting chaotic, packed aisles, multi-story booths from major brands, and enough foot traffic that walking the entire floor in a single day would be a challenge.
What we experienced at Shoppe Object was something entirely different. The venue, with its upbeat New York loft vibe, houses several other active businesses. The show itself had an upscale, boutique feel, hosting off-the-beaten path exhibitors who were happy to share their stories. Unique products including glassware, ceramics, jewelry, clothing, and more were expertly displayed in artsy, colorful, visual arrays.
As BTX was the House carrier for this event, we had the opportunity to witness our Director of Tradeshow Sales, Stuart Stockelberg in action.
“It’s not your conventional venue, ….no forklifts…It’s a hustle, but this is the type of work we like.” -Stuart Stockelberg
A show of this scale presents unique challenges. Only one freight elevator was available to accommodate the needs of the exhibitors. Move-in and move-out activity was limited to the schedule mandated by the other building tenants.
They don’t like just anybody showing up here in a truck… because of all the rules the building has” -Stuart Stockelberg
With 29 years of experience, Stuart has built up a reputation with the facility management team at this location, securing BTX as the carrier of choice. Working after hours and weekends is simply par for the course for Stuart and his team.
“This show wasn’t a big show when it started. Now it competes with the Javit’s Center.” - Stuart Stockelberg
Stuart operates with a hands-on approach, interacting one-on-one with exhibitors and building administration. Clip board in hand, checking schedules, labels and bills of lading, Stuart leaves no box unchecked.
This was the first time I have had a behind-the-scenes look at the mechanics of a tradeshow. It was not what I expected—in a good way. The dialogue between the facility administrators, BTX staff and show exhibitors was positive. Event participants were happy, calm and excited to discuss their products, while making meaningful connections. I gained a clear understanding of why planning, communication and attention to detail all play an integral role in creating order from chaos.
BTX Global Logistics is a full-service shipping and logistics organization known for providing reliable, flexible solutions to its customers. BTX's services include air freight, ground freight, sea freight, retail logistics services, expedited shipping, trade show, customs brokerage, ecommerce, fulfillment, and more.
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