We are excited to announce that Ross Weitzberg and Exhibit Potential have been featured in the latest edition of Voyage LA. Check out the link to our coverage HERE and below.
Today we’d like to introduce you to Ross Weitzberg.
So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
I didn’t really know anything about the trade show industry before I started in it. I had gone to a couple of shows like the LA Auto before but never really paid attention to the booths. In 2006 I met a graphic/industrial designer named Elaine Park who also did exhibit design. I had no idea what she was talking about but when she showed me what it was all about I thought it was great.
She taught me about design and I got to see how she worked with her client to create a booth for them. She’d make a design; have a company build it and ship it to the venue to re-build it at the show. I went with her to Florida to see the whole process and check out the show. I really loved the experience.
My background was in hospitality, event planning, and film production. At the time I was looking to find a career that complimented my skillsets. After that experience I realized I found the next thing I wanted to do. Planning exhibits was very similar to planning a film shoot and doing an event. Even though I was new to it, the process was very familiar. We’d traveled to different locations, built sets, did all the paperwork, worked with unions, service clients, etc.
The following year we started a company called Space Potential. At first we just focused on design and we’d have other companies build the booths. We found a lot of challenges doing that because we had to rely too much on others for inventory and pricing. We realized we needed to be in control of the process ourselves so we invested in a modular frame system that we could design and build multiple booths from. We bought enough frames to make a few booth sizes. From there we got a warehouse, forklift, office, etc…we basically became an exhibit house over night. It was an amazing learning experience and a lot of work. We did it for a little over eight years before we decided call it quits and go in different directions.
After Space Potential one of my graphic vendors got in touch with me because they wanted to open a west coast office so I went to work for them working remotely doing sales. It gave me an opportunity to work with a lot of exhibit companies and because I had run my own buiness like theirs before that I was really able to relate to their needs as a customer. That lasted for about two years. After that experience I realized that I wanted to work on my own again.
In June of 2016 I started Exhibit Potential. I wanted to focus on service, where I work with clients to take away the stress people have planning trade shows and simplify the process. Unless show planning is your specific job at a company, someone would usually have to plan the show on top of their current workload. I wanted to take away that stress so they can have a better show experience by focusing on the show and their goals. There are so many exhibit products and booth systems on the market, it’s hard to know what is the best option for their budget and show goals. Our specialty is helping them find that perfect solution. We do this by offering a variety of options and services ranging from cost effective turnkey rental packages to custom rentals to pop-up booths on our e-commerce store to specialty displays.
During my 10 years in the trade show industry I’ve found helping exhibitors have successful trade shows be a rewarding job. My goal has always been to simplify the process for them whether it’s developing their booth design concept, educating them on the show venue and rules, or just choosing the best exhibit system for their space. If I can make the process smoother and stress free, then I know we’ll be building a working relationship that will last for many years.
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
Yes, overall it has been. After doing Space Potential I had a clear focus as to what our message would be and how the business would operate this time around. I work in a competitive industry and it can be hard to stand out from the rest. Advertising can be difficult because every industry and almost every state has trade shows so it’s hard to target potential customers.
Alright – so let’s talk business. Tell us about Exhibit Potential – what should we know?
Exhibit Potential specializes in helping companies achieve success at any trade show. We do this by providing a variety of products and services ranging from exhibit design, consulting, booth fabrication, trade show products and accessories.
I am most proud of our ability to satisfy clients and take away the stress a trade show can cause. We do our best to prepare the client for what they are embarking on when doing a trade show so they can maximize their budget and experience.
Any shoutouts? Who else deserves credit in this story – who has played a meaningful role?I am grateful to Elaine Park, the designer who was my partner in Space Potential. She introduced me to the trade show industry, taught me about design and helped me to find a great path that has brought me to where I am now.