Trade show expenses are complicated and span various departments — which makes budgeting a vital concern in today’s era of continued inflation.
Trade Show Executive (TSE) got budgeting tips and tricks from Stephanie Kolodziej, Vice President, Transmission, Distribution, Renewables, at Clarion Events North America, Ashley Van Der Stuyf, Senior Manager, Events & Expositions, at Promotional Products Association International and a 2025 TSE Trailblazer, and Andrea Tencza, Vice President of Marketing at Restaurant Events, LLC.
“Creating our event budget is a collaborative effort that aligns with the company’s needs and overall event goals,” Van Der Stuyf said. “Our team utilizes Excel to build the budget, with each tab dedicated to a specific aspect of the show. This allows a detailed line-by-line description and simplifies tracking. Once goals and expectations are established, we start by developing individual vendor budgets, which are then incorporated into the comprehensive rollup, organized by account codes.”
Seven Budgeting Tips for Event Professionals
1. Start with Strategic Alignment
“Don’t build your budget in a vacuum,” Tencza said. “It’s essential to understand the broader event goals — whether you’re highlighting a new feature, attracting a new audience segment or featuring a high-profile keynote. A post-show debrief and strategy meeting with your team is invaluable for setting clear priorities.”
2. “Know Your Numbers”
“Budgeting is an art and a science,” Kolodziej explained. “Before I had this role, someone once told me ‘Know your numbers.’ I was doing sales at the time, but that advice has always stuck with me. Regardless of the role that you have, you likely have some responsibility or are accountable to a number — such as revenue, audience or expenses.
“I typically start by reviewing the previous year’s expenses and adjust based on any changes in vendors, partners or locations. For me, it is critical to understand the levers you have on the revenue side throughout the sales cycle. This is especially important as you look to add new things to the event.”
3. Pay Attention to Details
“If you don’t fully understand how each expense contributes to the overall event, it’s challenging to justify or even build an accurate budget,” Van Der Stuyf said. “Attention to detail is crucial: Overlooking even a single line item can disrupt the entire budget.”
4. Monitor Your Progress
“To stay on track, I recommend conducting monthly budget reviews and comparing actual spend to forecasted amounts,” Tencza advised. “These check-ins help identify what’s working, what’s not and where funds can be reallocated for better performance.”
5. Collaborate — and Be Transparent
“I work closely with key stakeholders to ensure we’re addressing both their needs and the overall goals of the event,” Kolodziej said.
“Engage team members, vendors and partners early,” Tencza added. “They can provide accurate cost estimates, flag potential price changes and suggest new tools or offerings.”
“Being upfront about your budget fosters collaboration and can lead to creative solutions, without compromising quality,” Van Der Stuyf explained.
6. Consider Zero-Based Budgeting
“Rather than simply adjusting the previous year’s numbers, I start from scratch — building the budget around current goals and evaluating each line item based on its effectiveness in driving attendance and achieving strategic objectives,” Tencza shared. “Once we’ve identified the most impactful tactics, we assign costs accordingly. While we sometimes need to adapt to meet overall spending targets, this approach helps ensure every dollar is purposefully allocated. It does require more upfront work, but in my experience, it leads to more efficient, results-driven spending and avoids investing in programs that no longer deliver value.”
7. Expect the Unexpected
“You may not know exactly what will arise, but you can count on something coming up — so build in flexibility wherever possible,” Kolodziej explained. “How many times have you been on-site where something is printed incorrectly or not at all? Or an exhibitor has issues with their freight or there is an issue with an attendee’s hotel? When you know your budget, while you cannot anticipate some of these expenses, you can feel confident that you are covered.”
“No budget is ever completely perfect, regardless of how detailed it’s planned,” Van Der Stuyf added. “Cuts will happen, unknown scenarios are going to arise, but adaptability, strategic decision-making and the support of the revenue generators can help manage expenses while still executing a successful event.”
For those looking for budgeting advice when the unexpected hits, Tencza offered this wisdom: “It’s also smart to build flexibility into your budget. I often set aside a contingency fund or designate certain programs as ‘go/no-go,’ with activation tied to how campaigns are performing or how close we are to registration goals. This approach gives you options without overcommitting and allows for smart, data-driven adjustments as the event approaches.”
Want more content like this? Subscribe to TSE’s monthly Young Professionals Newsletter to get case studies on hot topics, resource rundowns and Q&As with industry leaders delivered right to your inbox.
