Central to proceedings
Sandwiched in between the design department and construction, the production team at Smart Display is somewhat overlooked. The department is tasked with everything from the rigging on site to organising the electrics and, while it might not be the most glamorous of to do lists, the team knows only too well that each stage in the process is essential to ensuring that every stand build goes without a hitch.
“We are actually the central nervous system of this operation,” says Stefan Dyer, project manager at Smart Display, and one third of the production team. “Of course everyone knows about the designers because that’s what they see as the end result, and they are familiar with the warehouse team because they are on-site doing the build. But no one really realises what we do.”
The team may work behind the scenes but, as they are only too aware, their absence would soon be noticed if there were any oversights in their department.
“Basically, everyone comes to us for everything,” says Shane Riding, production manager and the department’s longest-standing employee. “I oversee the installations team, the labour schedule, the sub-contractors, all the vans, the stock levels and of course getting the stands booked in and ready in line with exhibition organisers’ deadlines. It’s a big task, and a logistical challenge.”
Shane even jokes that he had to plan in the birth of his baby to ensure he arrived during quiet season. Now three months old, baby Arthur arrived in June, allowing Shane to be back at his desk in time for the busiest month of the year.
“We currently have 56 live projects,” says Shane. “That’s 56 stands in progress for a range of shows, all of which have their own requirements and deadlines.”
The bustling month of September is one reason that Shane and Stefan were happy to welcome their newest recruit on board in April. An events and marketing specialist, Beth Hallas joined the team as a junior project manager, and has hit the ground running during her five months at the company.
“I love project managing,” says Beth. “I love seeing everything through to completion and building a rapport with the client, which is the most important aspect of our job. Basically, once the job has been handed over from the sales team, we are the point of contact. We reach out and find out everything we need to know; the fabrics that need ordering, the furniture that needs hiring, any 3D logos that need manufacturing – everything we need to make the design that the client has approved a reality.”
Beyond the creation of the stand however, the team is also tasked with liaising with each individual exhibition organiser to ensure the stand can be installed cohesively within the space allocated.
“There are a lot of aspects of the stand build that are beyond our control,” says Shane. “The on-site rigging, the electrics… and these can differ from show to show, even when the exhibitions are being held in the same venue.”
“I think that is our biggest challenge,” says Beth. “The electrics for example may cost more than the client anticipated, so they ask to go down to one socket and use an extension lead. But we have seen it all before and we know that there’s a good chance they will blow, so we strongly advise them to stick with four sockets as planned. Most of the time they listen.”
The bespoke aspect of project managing each stand is what keeps clients coming back to Smart Display time and time again. With a five-star rating on Google, Smart Display is proud of its returning business, and estimates that 75 per cent of is work is for existing clients. And the sheer breadth of sectors is something that keeps the job interesting, with brands ranging from engineering professionals to medical suppliers to tobacco specialists.
“It was during covid that the country realised that our exhibition industry is worth £70billion,” says Stefan. For certain sectors – like tobacco for example – the only way to interact with customers is to get out there at an exhibition. They’re not allowed to advertise, and how else can you let customers know that you are a leading supplier of cigarette filters?”
It’s a world that most are unfamiliar with, but one within which each member of Smart Display has become complete immersed.
“I didn’t know what an exhibition was when I started here,” admits Shane. “I think a lot of the general public are unaware of the all the shows and trade events that are happening at any one time.”
Stefan has just come back from Dortmund, while his contemporaries are busy booking in stands at the NEC and ExCel.
“We take care of everything on the client’s behalf, including the liability insurance and the risk assessment, so all they have to do is arrive on site,” says Beth. “And that is the best bit for us – when we get to meet the client that we have built up a rapport with.”
“That’s the main aspect of our job,” agrees Shane. “We don’t really have stands that we are proud of, more relationships. And when that client keeps coming back to us for all of their exhibitions, we know that we are doing something right.”