Built on Trade Show Exhibits, Proven by Experience: A DisplayIt Case Study

Where DisplayIt Began: Epic Trade Show Booth Design

DisplayIt’s story begins on the trade show floor. Long before the company became known for large-scale branded environments, retail fixtures, and custom fabrication, it was founded on exhibit design. In fact, the very first projects executed by the founding team were trade show booths—and both won Best of Show.

As Founder Mike Zimmerman explains, “Before DisplayIt officially existed, we executed two exhibits that garnered a lot of recognition. That recognition is what platformed the business into existence.”

Winning Best of Show: The Joyride Snowboards Story

The early success came at the SIA Show during the rise of snowboarding culture. Joyride Snowboards wanted to stand out in a crowded field dominated by established ski brands.

“Snowboarding was exploding,” says Zimmerman. “Their booth wasn’t just a display—it was an experience.”

The first year featured a two-story Love Boat–themed exhibit complete with multiple selling stations and a social upper deck. The second year, we built a booth into a piano bar. Both designs were immersive, unexpected, and strategically aligned with the brand’s personality.

“People walked the floor asking, ‘Who built that booth?’ That’s how DisplayIt started.”

The Exhibit Philosophy: Creativity, Speed, and Control

From the beginning, DisplayIt approached exhibit design differently. According to Zimmerman, exhibits represent the highest form of branding because they merge storytelling with strict physical constraints.

“Trade show dates don’t move,” he says. “You’re either there or you’re not. Speed and control are everything.”

This philosophy led DisplayIt to bring design, engineering, and fabrication under one roof—eliminating reliance on multiple vendors and reducing risk.

“Most competitors are really project management firms piecing together fabrication,” Zimmerman explains. “We control the product, the timing, and the outcome.”

DisplayIt brought engineering, manufacturing, installation and project management under one roof to have complete control of their project from start to finish.

Understanding the Purpose of Every Exhibit

Zimmerman emphasizes that not all exhibits serve the same function. Some are built for selling, others for awareness, data collection, or presentations.

“You have to understand what the brand is trying to accomplish at the show,” he says. “That determines everything—from layout to engagement strategy.

”At the core of every successful exhibit is what Zimmerman calls a trigger—a moment or element that captures attention and draws people in.

“No matter the industry, you need a wow factor,” he says. “Something that pulls people into the conversation.”

The Sprint exhibit that DisplayIt designed had multiple triggers to pull attendees into the booth.

The Pandemic Pause: When the Industry Stopped

In 2020, the global exhibit and event industry came to an abrupt halt. Nearly 69% of exhibition activity disappeared, more than 10,000 trade shows were cancelled, and an estimated $23 billion in revenue was lost industry-wide.

“Everything stopped,” Zimmerman recalls. “Trade shows shut down overnight.

”Like many exhibit builders, DisplayIt saw its trade show business slow significantly as in-person events vanished.

Adapting Without Forgetting Our Roots

During the pandemic, DisplayIt applied its expertise to other branded environments—retail, hospitality, and large-scale installations—while preserving its exhibit DNA.

“We didn’t abandon exhibits,” says Zimmerman. “We adapted. But that foundation never went away.”

As in-person events gradually returned, one thing became clear: virtual experiences could not replace face-to-face interaction.

DisplayIt's trade show booth expertise allowed them to easily pivot to other industries during the pandemic.

The Return to Exhibits: A Stronger, Smarter Approach

Today, DisplayIt’s exhibit solutions reflect decades of experience combined with lessons learned during the pause.

Exhibits are now designed as long-term assets—modular, scalable, and built to evolve year over year.

“We’ve always been a marketing company that engineers and manufactures,” Zimmerman says. “Exhibits are where that shows up most clearly.”

Tekion's trade show booth was designed and engineered to expand every year. Elements are continually added to create an even bigger, more appealing exhibit without having to start from scratch.

Conclusion: Exhibits Are Where DisplayIt Began—and Where It Leads

Exhibits aren’t a new offering at DisplayIt. They’re the company’s foundation.

From Best of Show beginnings to today’s complex, multi-show exhibit systems, DisplayIt continues to approach trade show design as a strategic brand experience—not a temporary structure.

Interested in Trade Show Booths? Contact Us!