How To Tell a Good Trade Show From a Bad One

For operators, trade shows can be a great opportunity for trying new products, learning about trends, and networking. And the good ones provide that for every experience level, whether you’re just starting out, looking to grow, or honing decades’ worth of skills. But not all trade shows are created equal. While some offer high quality programming and a wide range of exhibitors, others might simply not, opting instead for the same line-up year after year. 

Over the past decade, trade shows have evolved to not only showcase the newest solutions, technologies, and services across every facet of the industry, but also provide expert advice and information for attendees in a way that can actually deliver results for your business. They can also entertain, surprise, and delight. You just need to know what to look for. And as someone who has planned and executed industry trade shows for the past 12 years, I do. 

Here are the most important things to look for in a trade show to make sure it’s worth your time and money. If you do your research, plan ahead, and follow up after, you can get so much more out of a trade show than many operators expect. 

An Optimized, Attendee-Centric Experience

Bad shows feel chaotic. A great show has an intuitive layout, clear signage, and logical transitions between expo, education, and networking areas. And the best trade shows use technology to personalize attendee experiences, offering tailored recommendations for sessions, booths, and networking.

Logistics That Don’t Make You Want to Cry

Transportation, badge pick-up, schedules, these are the logistics we take for granted in a trade show. But they need to be frictionless. If attendees are spending 30 minutes in line just to get in, they’re starting the show annoyed.

Relevant Exhibitors 

Years ago, many trade shows were cluttered with unrelated vendors (e.g. cell phone cases at a bar industry event), which diluted the experience. A top-tier trade show features only the most relevant and valuable exhibitors that offer products and solutions attendees actually need, creating an A+ trade show floor that drives meaningful business.

Revolutionary Education Sessions

If your education feels like a PowerPoint from 2005, you’ve failed. The best shows bring in dynamic speakers, panel discussions, and hands-on workshops that challenge industry norms.

The Right Audience

A great trade show isn’t just about exhibitors and sessions — it’s also about bringing in the right attendees. The best shows attract key decision-makers: multi-unit operators, bar and restaurant owners, buyers, managers, and industry leaders who come to discover new products, build relationships, and make real purchasing decisions. When the right attendees show up, they go home inspired and ready to take their businesses to the next level, making the entire ecosystem of the show more valuable.

Strategic Networking Opportunities

Forced networking is awkward. The best trade shows create organic environments — happy hours, meet-ups, interactive lounges — where attendees can connect naturally. And entertainment helps. Whether it’s live music, celebrity guests, or immersive performances, a great show makes sure attendees aren’t just learning — they’re also having fun.

High-Quality Attendee-Sponsor Interactions

Sponsors need real ROI, not just booth foot traffic. The best trade shows build activations (think a curated cocktail experience) that naturally spark meaningful conversations and business opportunities.

Immersive and Experiential Activations

Passive booths are dead. The best trade shows create interactive brand activations, like a guided bar crawl, that let attendees see, feel, taste, and experience a brand in a memorable way.

Well-Curated Offsite Events

Offsite experiences are where real connections happen. Behind-the-scenes tours of exclusive venues, curated guest lists, and top-tier entertainment can create lasting impressions for operators in many different markets.