LIGHTING TERMS
 Every time I talk with my exhibit’s lighting designers, they start spouting terms such as “ampere” and “lumen,” and I don’t have any idea what they’re talking about. Can you define some of the most common lighting terms that exhibit managers should know?
 Proper illumination may be the single most important aspect of exhibit design. So it’s critical that you get a handle on key industry terms so both you and your exhibit aren’t left in the dark. Here are 16 of the most common lighting terms along with their meanings.
1. Ampere — Often confused with the term “watt,” an ampere — or an amp — is a measurement of the strength of an electric current. A handy reference to remember is that a 100-watt light draws one amp of electric current.
2. Backlit — The word “backlit” is synonymous with back lighting and rear illumination. It simply means the image, graphic, box, etc. is illuminated from the back.
3. Baffle — A baffle is any material used to prevent light spills. (See “spill” at right.)
4. Fiber Optic — A fiber-optic system or fixture uses a series of highly transparent fiber strands through which light is passed. One end of each strand terminates upon a light source and the other upon a surface, and light is transmitted almost equally between the points.
5. Flood — This is the name of a light bulb and a lighting technique, both of which broadcast light indiscriminately over a large area.
6. Focal Length — The effective throw distance of a beam of light, the focal length indicates how much area the light will illuminate effectively.
7. Gel — A gel is a colored, transparent film placed over a light source to change the color of the light.
8. Gobo — Able to display static or animated images, a gobo is a lighting technique of shielding a light source with a metal or glass plate — often in the shape of a logo, text, or pattern — to produce an illuminated image that is typically cast downward.
9. Light-Emitting Diode (LED) — An LED is a type of bulb that uses semiconductor material instead of filament or gas to produce light. LEDs require low voltage, produce little heat, and last up to 100,000 hours.
10. Lumen — A lumen is a lighting measurement that is equal to the light emitted from one candle.
11. Neon — This is a very fragile but unique form of lighting. Always handmade, glass neon tubes are bent or shaped much like blown glass. Various inert gasses are sealed into the tubes, which when energized will produce vividly colored light.
12. Pierce Cut — Pierce cut is a presentation technique that’s typically used in conjunction with backlighting. A light source is installed behind a wall or other opaque surface. A portion of the surface that would otherwise be illuminated from the back is removed and replaced with a light-diffusing acrylic sheet. The effect draws the eye toward the illuminated portion of the design element.
13. Shadow Box — An interior-illuminated display box, a shadow box is often designed to draw attention to a particular item.
14. Spill — A spill is any unwanted light cast on a target.
15. Voltage (High, Line, and Low) — A product or line is considered high voltage if it requires 480 volts and above. Line-voltage fixtures use 120 volts, and low-voltage fixtures require 12 volts or less.
16. Wash — A type of lighting treatment that casts light over a broad area. It’s often accompanied by a gel.
— Sean Combs, president, Steelhead Productions Inc., Las Vegas
BUNDLING
In relation to general service contractors, what does the term “bundling” mean?
According to the Exhibit Designers & Producers Association’s recent position statement, “Bundling is the practice of incorporating discounted and/or free services and products available exclusively to the GSC … when bidding for exhibit design/build and installation/dismantle and transport contracts.”
For example, a GSC might offer free drayage to any exhibitor that also purchased an exhibit through the GSC. Here, bundling can put other potential suppliers at a disadvantage, as the GSC is the exclusive drayage provider, so an outside exhibit house bidding on the same project would not be able to offer free drayage without first purchasing it at cost from the GSC.
Bundling might create unfair competition, depending on the way the bundling is structured and whether it restricts otherwise competitive companies from winning bids.
— Melinda Stewart, president, Laser Exhibitor Service of Northern California, Napa, CA
LIABILITY AND INSURANCE
My exhibitor manual says: “The (show) does not assume responsibility for the safety of an exhibitor’s property, its agents, or its employees from theft, fire, accident, or any other cause whatsoever. Therefore each exhibitor shall maintain insurance coverage of the kind, type, and limits specified herein …” It says that I need to purchase insurance riders for $1 million in commercial general liability, another $1 million in umbrella liability, and a “statutory” rider for Workers’ Compensation/Employer’s Liability, and to have these riders on file with show management. How often do shows use these clauses, and what are the penalties for non-compliance?
As a 42-year veteran of the exhibit industry, I’d say this type of liability clause is pretty common. However, each show-management firm implements and enforces this clause a little differently.
Given the amount of forms and paperwork already involved in managing trade shows, most shows using this liability clause don’t require exhibitors to provide hard-copy certificates prior to the show. However, these same shows typically expect exhibitors to have these documents available in their booths just in case an issue arises. Also, if this clause appears in your signed exhibit-space contract, you’re already bound by it, regardless of whether show management collects the certificates prior to the show or asks to see them on site.
While I’ve never heard of an exhibitor being removed from the show floor for non-compliance, any show-management firm that has stated this clause in its exhibitor manual has the right to remove an exhibitor without these certificates from the show floor, or to prevent the exhibitor from setting up in the first place. Typically, enforcement of this clause occurs as a result of an in-booth injury, in which case show management often asks the exhibitor to produce proof of its insurance on site.
Keep in mind, this type of liability certificate/rider is different from the certificate of insurance required for exhibitor-appointed contractors. If you’re using an EAC, the EAC must also provide hard-copy insurance certificates prior to the show.
So as with all contracts, it’s important to read the fine print and to make sure you understand all of the legalese. It might seem tedious at first, but scouring your contract with a fine-tooth comb can save you loads of hassles — and cash — in the long run.
— Carol Fojtik, senior vice president, Hall-Erickson Inc., Westmont, IL
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