The Budget Conversation - What You Really Need to Know Before You Design Your Exhibit

Let’s talk about the part nobody loves but everybody needs: the tradeshow budget.

It’s one of the first conversations I have with clients - and honestly, one of the most important. When I first started in the industry 20 years ago I went door to door with a budgeting sheet that overviewed how much you could expect to pay for the size and build type of your booth. Before you start sketching concepts or browsing material samples, we need to talk about what your exhibit needs to do and how much you’re ready to invest to do it right.

A booth budget isn’t just about structure. It’s about strategy. It needs to cover the full experience - design, production, logistics, setup, storage, drayage shipping, AV, lead retrieval, and teardown. If you want a booth that performs as good as it looks, those pieces need to be accounted for.

One of the biggest mistakes I see? Clients giving us a wish list without a number. We can design just about anything - but without a budget, it’s like aiming in the dark.

I always say: “Let’s be honest about the dollars so we can be strategic with the design.”

Here’s how I like to break it down:

1. Function first. What do you need the booth to do? Are you showcasing a product, capturing leads, hosting private meetings, or telling a brand story? Each function drives the budget differently.

2. Frequency matters. If you’re doing five shows a year, let’s look at a modular system that can be reconfigured. If you’re doing one major show, renting might be smarter.

3. Don’t forget the extras. AV, internet, rigging, electrical - those can add up. And they’re non-negotiable. You can have a flawless structure, but not account for the $5,000 AV package.

4. Think beyond the show. Where’s the booth going after the event? Will you store it, reuse it, update it? We offer warehousing and full lifecycle support, but it needs to be part of the upfront conversation.

5. Transparency pays off. The more upfront you are, the more value we can bring. $15K booths with intention can create all the payoff you need so you can spend more.
   

Remember you can grow. Budgeting isn’t about limiting you - it’s about focusing you. It’s the first step toward something that works. I’ve taken clients with no virtually no budget to 100,000’s of dollars. Remembering that the booth can be the smallest part of the overall budget by the time it’s usecase is done.

If you’re not sure what your number should be? That’s okay. We can help. We’ll walk you through options, share benchmarks, and show you real examples of what different budgets look like on the floor quickly.

At WX, we don’t oversell. We over-deliver. Every dollar should have a job - and we make sure it does.

Because in the end, the best booth isn’t the biggest. It’s the one that gets results and respects your investment.

Want a starter budget sheet? Send me an email and i'll get it to you ASAP!