The Seamless Shift to a New Venue Type

Adapting to a Hotel Environment 
Compared to convention centers, hotel meeting space comes with very different operational realities. With venue limitations and new constraints (such as less flexible space and tighter room configurations), MBA relied on GES to rethink space and structural use to accommodate complex exhibitor builds and multiple theaters. To accommodate this, GES proposed retiring legacy GEM structures in favor of the contemporary AMP system. While doing so would improve operational efficiency, it would add a layer of complexity to recreating major show features.  

New Venue, New Look 
Following the decision to transition from GEM to AMP, GES navigated the new venue footprint by collaborating with MBA to redesign the flagship HUB Stage and relocate the Breakout Theaters, which had traditionally been on the show floor, into exhibit hall rooms divided by airwalls. To maintain the expected visual impact and branding presence, GES designed a clean structure with a refreshed look for the HUB Stage, while incorporating AMP entrance units at the doorways of each theater to deliver impact and branding opportunities. 

A Remarkably Fast Move-In 
Not only did the transition to AMP offer a modern, unified brand experience, but it also significantly increased move-in speed. Despite some dock delays due to venue logistics, the AMP construction was smooth and efficient. Whereas it typically took two to three days to complete the structure build-outs, the HUB Stage, Breakout Theater entrance structures, MBA booth and show entrance unit were nearly complete on the first day of move-in. This is a significant improvement, and MBA was thrilled, awarding GES a 10/10 survey response. 

Ready to Relocate? 
If you’re thinking about moving your event to a new type of venue, GES is up to the challenge.  Speak to your business development manager to get started today.