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Highmark Featured in Exhibit City News

Exhibit City magazine

Highmark Recognized for Being a Leading Provider of Modular Structures

We were featured in Exhibit City News magazine for our success in navigating the challenges posed by the pandemic through strategic investments in our inventory of indoor products. Led by our fearless and visionary President, Debbie Parrott, we made the bold decision before the pandemic hit to invest in fresh inventory for our indoor products, demonstrating a willingness to take risks in pursuit of excellence.  Check out the article – When Taking Risks Pays Off.

Kobelco EventMAX exhibit. blue signs

In preparation for a busy 2020 event season, including major shows like World of Concrete, IMTS, NPE, and CONEXPO-CON/AGG, we expanded our rental inventory of indoor ExpoDeck, Max Multi-walls, and SuperMax architectural structures. However, the unforeseen pandemic thwarted these plans, leaving much of the inventory idle for an extended period. Nevertheless, our calculated risk-taking ultimately paid off, as we emerged from the pandemic with a full stock of deployable inventory at a time when raw materials were scarce and expensive due to supply chain disruptions.

Furthermore, this substantial inventory allowed us to promptly launch our sister company, YOURspace, LLC, during the pandemic. YOURspace leveraged Highmark’s wall technology to create office and room pods, further diversifying Highmark’s offerings and expanding our market reach.

A Sustainable and Eco-Friendly Exhibit Approach

Exhibit City magazineEmbracing modular principles, our aluminum-based modular components have become a cornerstone of our success. Modular structures offer a sustainable and eco-friendly approach to exhibiting, reducing the environmental impact of events while providing cost-effective solutions for businesses. Debbie Parrott, in her capacity as President and CEO, emphasizes the advantages of modular exhibitry, highlighting their ease of assembly and customization, which blend seamlessly with custom elements in hybrid exhibits.

With an eye on the future, Debbie envisions continued growth for modular systems in the post-pandemic landscape. Exhibitors are increasingly focused on cost-effective and flexible solutions, directing their spending towards customer-facing initiatives. As corporations embrace sustainability, the reusability and recyclability of modular exhibits align perfectly with their values, making them an attractive choice for brands looking to make a positive impact.

Despite the challenges, we maintained strong partnerships with exhibit builders and designers to redefine the use of modular exhibits. Our emphasis on adaptability, flexibility, and reusability mirrors the values of mid-century modern architect Donald Wexler, who pioneered modular construction using light steel framing.

Highmark’s post-pandemic strategy involved another bold investment in our inventory of outdoor products to meet the growing demand for events like CONEXPO-CON/AGG 2023. This undertaking presented unique challenges, including securing commitments from clients amidst ongoing supply chain disruptions. However, our dedication, effective communication, and precise coordination ensured a successful outcome.

At CONEXPO-CON/AGG 2023, Highmark’s structures left a lasting impression. Despite adverse weather conditions, our durable and reliable modular designs withstood the elements, highlighting the advantages of opting for modular structures over traditional tents for outdoor events.

Highmark’s continuous commitment to innovation and risk-taking has solidified its position as an industry leader. With a comprehensive inventory of indoor and outdoor products, we remain poised to meet the dynamic needs of the events industry. Our ability to innovate and take risks during the pandemic and beyond serves as a testament to our adaptability, vision, and resilience in the face of challenges, making us an invaluable partner for clients and event agencies alike.

Read the article here.

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