Refuse to Lose: A Conversation with James Gray on What Makes Trade Shows Work
At Westkey Xibita, we believe great partnerships begin with great people. That’s why we’re excited to introduce James Gray, a veteran of the exhibit industry with over two decades of experience helping brands stand out on the show floor.
James didn’t set out to work in trade shows - he tripped backwards into it, as he says. Growing up in an entrepreneurial family, he learned early that hard work and curiosity open doors. A few cold calls and a chance encounter with the exhibit world later, and he was hooked.
“I was mesmerized watching a Mirage pop-up display unfold like a geodesic dome,” James recalls. “From that moment, I knew this industry was something special.”
Over the years, James has learned from some of the best in the business - legends like Jeff Dalgarno and Brian Keobke — who taught him two things that continue to shape how he works today:
Pick up the phone. Real relationships start with real conversations.
Plan ahead. The shows never stop coming, and consistency wins.
When asked what he loves most about his job, James doesn’t hesitate:
“It’s the people. I get to collaborate with brilliant, creative teams - clients, designers, and builders - who all share one goal: to make something incredible happen under tight timelines.”
His Advice to Newcomers
“Be brave,” he says. “Don’t let fear steer your career. Make the call, trust your team, and be willing to learn.”
On What Makes a Great Booth
“Less is more. Your display’s job isn’t to tell your whole story - it’s to stop the right person long enough for your team to start the relationship.”
He believes success on the show floor comes down to energy and intention. “Have a fun, confident team that’s ready with good qualifying questions. You’re there to meet as many right people as possible - not just to have one long conversation.”
On Tech and the Future
James is also passionate about how interactive digital and LED technology are transforming exhibit design.
“Our ability to pull real data off the trade show floor has never been this good. LED walls and digital kiosks not only attract attention - they give us insight into what visitors actually care about.”
On Why Clients Keep Coming Back
“I’m my client’s advocate, inside and outside the organization. I work hard to fulfill the promises we make during planning and design. I have my client’s back - I refuse to lose.”
Whether he’s coaching a first-time exhibitor, helping a marketing manager right-size expectations, or standing shoulder-to-shoulder with a client during booth setup, James brings humility, humor, and a fierce commitment to results.
“Everything changes everything,” he says with a grin. “That’s why I stay on the floor - to make sure the chaos stays gentle on the client’s nerves.”
Welcome to the team, James - and to everyone reading: if you’re ready to make your next trade show your best yet, let’s talk.
