And now for something completely different…

I haven’t written many posts on my tradeshow photography work, but it’s becoming an increasingly important component in my ongoing activities.  And truth be told, I love shooting exhibits.  For many years, in a “past life” when I was an owner of a company that designed and built exhibits, I spent much of my time on show floors.  And I was always responsible for either setting up & taking down exhibits or working & selling in the booth, or both.  So it’s with great glee that I now walk shows, get to see hot new designs and keep my finger on the industry’s pulse while having, as my sole responsibility, nothing more to do than shoot photos.  Isn’t life great?!?

Last month, I traveled to the National Automobile Dealer Association (NADA) show in Orlando, FL, for ProExhibits, a highly respected full-service exhibit design and service company headquartered in the Bay Area in northern California.  The client I was there to  shoot was AUL, a company specializing in automotive service contracts.   The exhibit designed by Pro was gorgeous…

AUL at NADA.  Exhibit design and production by ProExhibits. Photography by Steve Rossman.

Exhibit design and production by ProExhibits

AUL- front-right-700x72 AUL-inside-view-700x72

I’ve believed for many years, that trade shows and exhibit builders are a “leading economic indicator.”  They’re generally the first to get hit in downturns and the first to recover.  So I was delighted to see lots of stunning new exhibit design and, even more important, show aisles that were packed with serious, but smiling, attendees.

So, here’s to the continued growth of an important industry.  One that has been threatened by new media marketing, but in spite of that, continues to move forward and (dare we say it?) thrive.

steve sig

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5 Responses to And now for something completely different…

  1. William Schroder says:

    Always interesting to see what you’re up to. The pictures are great! You have a remarkable set of skills at your command.

  2. Tom Hagan says:


    I just wanted to send you a quick note to tell you that I really enjoy your newsletter. I actually enjoy looking at your work. I had to reply to this one especially since this is, of course, my field of expertise. All is well here in Peoria. I am probably one of two remaining “Cat” employees that you have worked with in the past. Chuck Schaeffer is still hanging there and will probably outlast all of us. I am considering retirement either later this year or next year.

    I hope you and your wife are doing fine. It looks like her talents are still in high demand. She does some fine work. Take care and I’ll talk to you later! Again, thanks for the great newsletter. Tom

  3. John says:

    Thanks, Steve, for these great exhibit photos. I had wondered what kind of exhibit you were photographing in Florida.


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