Navigating the U.S. market: Insights from the AEO International Dinner, sponsored by Map Your Show

The AEO International Dinner has become a key fixture of our international working group calendar, offering a dedicated space for organisers to share knowledge, debate challenges, and uncover opportunities in global markets. Our latest dinner focused on the U.S., a market that remains one of the most attractive yet complex markets for international expansion. With insights from Kerry Prince, managing director of RX UK, and rich contributions from attendees, we explored key characteristics and critical nuances of doing business in the States generally and in the current climate.

Understanding the U.S. market: The fundamentals

The U.S. is often perceived as a single, unified market, but those who have worked across its states know that this is far from the case. Each state has its own regulatory framework, taxation policies, and cultural preferences, meaning that localisation is crucial for success.

Kerry highlighted one of the biggest mistakes international organisers make: assuming that marketing strategies that work in the UK or Europe will seamlessly translate to the U.S. For example, American event websites tend to be more text-heavy and sales-driven, a stark contrast to the sleek, minimalist approach often favoured in Europe. Similarly, direct mail and phone outreach are still highly effective in the U.S., whereas European organisers might lean more on digital channels.

Venues, contracts, and cost considerations

Booking venues in the U.S. comes with its own set of challenges, particularly when it comes to hotel room blocks. In many cases, securing a venue also requires committing to a certain number of hotel rooms, which can lead to heavy penalties if targets are not met. Kerry advised organisers to negotiate aggressively on attrition rates, a tactic that can significantly reduce risk.

Labour laws and union rules are another major consideration. The cost of moving freight within a venue can often surpass the cost of shipping it internationally. Several organisers shared anecdotes of exhibitors finding it cheaper to ship goods from Europe to a U.S. show than to transport them a few hundred meters within the venue itself. Understanding and budgeting for these costs upfront is essential for organisers to avoid financial surprises, and important to make sure exhibitors are aware.

Cultural differences in event execution

One of the key takeaways from the discussion was how much the visitor experience differs between the U.S. and other regions. American events place a strong emphasis on hospitality and networking, with an expectation of significant exhibitor investment in booth design and entertainment. As Kerry noted, "In the U.S., visitors expect to be hosted," making exhibitor engagement strategies different from those in European shows.

The U.S. preference for pipe and drape -, generally used because of increased labour costs - over shell scheme was also a topic of discussion. While some European organisers find this setup less visually appealing, many American exhibitors prefer the flexibility it provides. As one attendee put it, "A simpler booth means more focus on the business conversation."

Economic and political climate

Given the ongoing political shifts in the U.S., the conversation inevitably turned to the potential impact of recent elections and economic policies on trade and international participation. While there is always an element of uncertainty, the consensus in the room was that the U.S. remains a highly resilient and attractive market for events.

Concerns around protectionist policies, such as tariffs and visa restrictions, were raised, particularly for those seeking to bring international exhibitors into the U.S. However, as Kerry pointed out, "The U.S. market is so large that domestic demand can often sustain a show, even if international participation faces barriers."

Opportunities and future outlook

Despite its challenges, the U.S. remains one of the most lucrative markets for event organisers. Many attendees agreed that launching a new show in the U.S. can often be more viable than acquiring an existing one, given the diversity of venue sizes and flexible growth trajectories available.

Another key opportunity lies in digital marketing and influencer partnerships. The rise of long-form content, such as industry podcasts and LinkedIn thought leadership, has created new avenues for reaching and engaging U.S. audiences in ways that go beyond traditional event promotion.

Final thoughts

The AEO International Dinner once again proved to be an invaluable forum for open, candid discussions about the realities of international event organising. From navigating state-by-state regulations to understanding American marketing psychology, the key message was clear: success in the U.S. requires adaptation, resilience, and a willingness to invest in local expertise.

A huge thank you to Kerry Prince for sharing her insights and to all attendees for contributing to a rich and informative discussion. As always, these conversations don’t end here - our AEO international organiser working group remains committed to supporting members in their global ambitions, and I look forward to continuing the dialogue in our future sessions.

Finally, a special thank you to Map Your Show for sponsoring the evening and for their invaluable contribution to the conversation from Jason Stookey who shared his extensive organiser experience. Their support helped make this discussion possible, and their insights were greatly appreciated by all in attendance.