Organizers Built It. Now, Will You Come? —Michelson

But, given the shaky economy, soft demand and tight credit markets, some exhibitors were scaling back the square footage of their booths, opting to bring less equipment due to the expensive setup costs and, in some cases, even contemplating whether to exhibit at all.

To turn the tide, the GASC announced an unprecedented financial relief package that’s expected to provide the roughly 600 exhibitors with more than $3 million in credits. Called the PRINT 09 Subsidy Plan, it eliminates all subsequent heavy machinery material handling costs once equipment arrives at the McCormick Place dock and provides similar savings for exhibitors that don’t offer heavy machinery. Savings range from $550 to $165,000, depending on the size and makeup of an exhibitor’s booth space.