Last week I posed the following question to a bunch of groups in LinkedIn and on Twitter:
“What’s the coolest thing you’ve seen in an international lounge at a tradeshow and what show was it?”

A number of the responses commented on how much better the lounges are in Europe and Latin America then in the U.S. This is something U.S. Show Organizers should really rethink, especially if your show has at least 20 percent foreign exhibitors and/or visitors. When done right, the return on investment can be quite high in both word of mouth and perception.

My favorite answer from Stuart Aizenberg, CEM was “Ice”. Guess I deserved it for using the very Los Angeles-based “cool” instead of “innovative”. But Stuart, wouldn’t that be “cold”???

Here’s the list of what the coolest things are—some were repeats, but all are good ideas:

• Full open bar (multiple folks gave this one!)
—one suggested separate wine tasting rooms
• Hosted Cocktail Reception with Senior Show (and Association) Management
• Food & Beverage
• Multilingual Concierges to make reservations, help visitors and exhibitors get around the convention, city and understand transportation options
• Meeting Rooms
• International Newspapers (with the availability of most global newspapers online, this has been discontinued, but what a great idea it was)
• Free Internet and Work Stations with Printers (to print boarding passes, etc.)
• Ribbon Cutting Ceremonies at the Lounge
• Photo Opportunities with Senior Brass and Visitor Delegations
• Videos/TV/Advertisements on Flat Screens
• Welcome and Directional Signs and Message Boards in various languages
• Trading Pins from different countries

One person mentioned, “Very happy doctors celebrating friendship on a global scale!” Others gave descriptions of the coolest booths—i.e.: 3 stories with full restaurants, meeting rooms and live video-linked conversations with company CEOs.

Special thanks to: Marilyn Burch, Tom Corcoran, Petrina De Chine, Michelle Edmonson, Noel Hoekstra, CEM, Rose Horcher, CEM, CMP, Elly Ahn McCloud, Matt McCoy, Lynn Nevens, Dennis Sullivan, John Toner, and Erin Wedenmeyer for your thoughts!