If at least 10 percent of your exhibitors and/or visitors are international, then investing in a lounge is a great idea. If 20 percent or more of your exhibitors and visitors are foreign, it’s almost mandatory! The purpose of an international lounge is to create a “home away from home” where these folks can get information, network, and hold meetings, since some U.S. shows can be intimidating—especially for first-timers.

So what should your international lounge include?

Must haves:
• They should be a minimum of 300 sq. feet. Pipe and drape is ok.
• Receptionist. If you have any multilingual people on staff, use them. Otherwise I’d suggest using whoever works on visitor promotion in your organization.
• Coffee, tea, water
• Tables, chairs (couches and seating areas are nicer, but if you don’t have the budget, don’t worry about it)
• Flowers or plants on the tables (or some kind of centerpiece—it classes up the place!)

Nice to Haves:
• Food. This can go from packaged snacks to catered breakfasts, lunches and appetizers
• Wine and beer. Serving alcohol is quite common in other countries—especially Europe and Latin America
• International registration. Some shows have this open the first day or two, and then close it down.
• Interpreters. Hiring multilingual staff really depends on the size and make-up of your show, but if you are considering doing so, then the answer is probably yes!
• Offices for meetings
• Computers, Internet connectivity and printers
• Music and a TV feed

One of the best international lounges I’ve ever seen was at one of the more unlikely venues: The International Agri-Center in Tulare, CA. (For those of you who don’t know, Tulare, CA is located in the middle of the Central Valley of California, midway between Fresno and Bakersfield.) The World Ag Expo features multiple translators, comfortable furniture, places to meet, varied ethnic cuisine, beer and wine and even has volunteer international ambassadors. It used to be housed in a temporary trailer, but is now in a permanent building. The most important thing about it? It makes international visitors and exhibitors feel welcome. Does yours?