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 Value-Added Tax
 Mexico’s VAT, which is called IVA, is 15 percent and is non-refundable.
 Music Rights
Mexico does not collect fees or royalties for music played in your booth.
 Garbage
During installation, show organizers typically offer exhibitors free clean-up services.
Installation companies or exhibitors are responsible for placing all trash in the aisles for pickup.
During the show, you can order trash removal and cleaning services from the official contractor or the vendors of your choice.
Exhibitors typically dispose of their own garbage after dismantling their exhibits. Remove all tape residue from your space, or show management can fine you.
 Smoking
Smoking is permitted in select venues. Keep an ashtray in your booth just in case.
 Voltage
120 volts
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Safety
Compared to the United States, fire and safety regulations are minimal. There is little regulation about fire-retardant materials, fire extinguishers, spiral staircases, and so on.
In the United States, a 10-by-10-foot in-line exhibit is usually limited to a maximum height of 4 feet for the first 5 feet of space from the aisle. In Mexico, exhibitors are typically allowed to build to the maximum height for the entire length of the exhibit.
Check the show regulations for height restrictions and always have your booth design approved by show management.
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General Facts and Tips
Don’t skimp on your entertainment budget if you want to close deals. Business and brunch go hand in hand.
The best day of any show is the last day. Decision-makers often send their scouts to identify opportunities early on, and on the final afternoon, they’ll swoop in to close deals.
Mexico’s exhibiting hours start in the afternoon and usually end at 9 p.m. Dinner after the show is common.
Because of extensive shipping and customs challenges, most exhibits in Mexico are rentals or “build and burns.” System rentals combined with custom pieces are popular.
Send your freight to a Texas consolidation point and use the freight forwarder suggested by show management or an experienced U.S. supplier to get your materials across the border. Make sure your shipper specializes in trade show freight and has made the Mexico City trip before.
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Installation and Dismantle
You are allowed to plug in your own lights and equipment, and to set up your own booth. If you choose to use local laborers, it’s unlikely your exhibit will be finished long before show opening. If there are three days for install, laborers will take three days. This is partly because I&D rates are based on a flat fee, rather than the number of workers, hours, or days.
Although there is no union labor, everyone on the show floor during setup must have a contractor’s pass and must register with show management.
Because there is no drayage, you can transport your freight to your booth space, but you must comply with the I&D schedules provided by the show organizer.
Most large exhibits have a raised floor that is 4 inches high. All cables, including AV, computer, Internet, phone, and electricity, will be run underneath. Inform show management if you do not intend to use a raised floor. For smaller booths, or those where all equipment and products requiring power are along the back wall, raised floors are not necessary.
If you have equipment that requires 24-hour power, you must request this specifically, as power is typically supplied during show hours only.
Most shows have two- to three-day installation timeframes. Dismantle is one day for most shows. |
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Hospitality
Most exhibitors offer a variety of snacks, finger foods, soft drinks, and alcoholic beverages. Even the smallest exhibits usually offer at least cappuccino or water. The upper decks of many exhibits serve as mini hospitality suites.
Most venues allow outside catering, but some require all food and drink to be provided by in-house caterers.
Many exhibits offer drinks and snacks at an open, accessible bar area, while top-shelf liquor and food are reserved for VIPs in enclosed lounges.
Off-site client dinners and parties are common.
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 Greetings
In Latin America, you do business with friends, so it’s important to first gain the trust of your prospects. You will find yourself talking about the weather or your family before you get down to business. A handshake and some chitchat will get things started.
The decision-makers who visit your booth can be upper management or even CEOs, so it’s important to start conversations on a formal note, addressing your prospect as Mr. Ortega or, as appropriate, Dr. Ortega, Professor Ortega, Engineer Ortega, etc. By the end of your meeting, you may be able to use first names and speak more informally.
When you’ve gained your visitor’s confidence, the initial formalities may be replaced with hugging and kissing, which is common in Latin culture.
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 Staff Attire
Appropriate dress is business casual — suits for men (with or without ties) and suits or dresses for women.
In Mexico, women — and not just “booth babes” — tend to wear shorter dresses and higher heels
(sometimes toweringly so). A dress that would be considered “business inappropriate” in the United
States is typically OK in Mexico City.
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 Language
Spanish and English are spoken at most shows. However, it’s wise to have a translator or a bilingual host at your booth. While the majority of attendees speak some English, most will begin a conversation in Spanish.
Have Mexico-based staffers at your booth, and produce your graphics and literature in both English and Spanish. Most people in technical occupations understand English, but executives will appreciate collateral printed in both languages.
English-only business cards are acceptable.
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Resources:
AMPROFEC (The Mexican Association of Professionals in Fairs, Exhibitions, and Conventions), www.amprofec.org.mx
WTC Mexico City, www.exposwtc.com
Centro Banamex, www.centrobanamex.com
Expo Bancomer Santa Fe,www.expomexicosadecv.com
Ina Sainz de la Pena, director of marketing, International Grupo Escato, www.escato.com.mx Col. Agrícola Pantitlán, Mexico
Georgina Castillo, marketing director, Grupo Expoimagen /Maximarketing, www.expoimagen.com.mx Mexico City
Francisco Collazo, president, Sistemas de Exposicion, exposystems.com.mx Mexico City
Anne Madrid, international director, GPO Display, www.gpo-display.com.mx Mexico City
Jerry Kallman Sr., Tom Kallman, Kallman Worldwide, www.kallman.com Waldwick, NJ
Lorraine Lorenzini, director international operations, Sparks, www.sparksonline.com Philadephia
Terri Morrison, president, Getting Through Customs, www.getcustoms.com Newtown Square, PA
Philip Soschinski, executive vice president, Expotechnik USA, www.expotechnik.com Atlanta
Steve Sind, president, Global Event Strategies, www.event-strategy.com Tucson, AZ
Jeannine Swan, president, Global Exhibit Management, www.globalexhibitmanagement.com Fort Worth, TX
Philippe Tissot, president, Exhibit in Europe, www.exhibitineurope.com Paris
Jori Wilmoth, manager, international services, Derse Inc., www.derse.com Milwaukee
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