CHICAGO — VIP experiences at trade shows enhance the attendee journey with exclusive access, personalized networking and programming, and premium amenities that elevate an event beyond the show floor. These kinds of curated offerings help to enhance brand loyalty and deliver lasting impressions to attendees that can drive deeper engagement and ROI.
VIP (or very important person) is a designation saved for individuals of high status or influence that are afforded special treatment and privileges. And while the goal is to make everyone at your event feel like a VIP, a true VIP program may lead to increased satisfaction and a feeling of FOMO.
Trade Show Executive connected with two industry leaders to learn more about the successful VIP programs they’re offering at their shows.
SUPERZOO Provides Exclusive Spaces for VIPs
SUPERZOO, the annual trade show of the World Pet Association, includes a VIP program for the most serious buyers at the show. VIP status isn’t something that attendees can apply for, instead the WPA team vets attendees to select for the program.
Some of the benefits that VIPs receive are access to the Executive Buyer Lounge, a special entrance to the show and private meeting rooms,” said Mike Karsting, Senior Vice President of Events at WPA.
The lounge is a space for attendees to relax and recharge – with some exclusive amenities like more comfortable furniture, and light bites and beverages throughout the day.
A coveted aspect of the VIP program is the access to private meeting rooms to conduct business off the trade show floor. In order to utilize those spaces, VIPs can contact the show’s registration team prior to the event or book on-site with the concierge in the Executive Buyers Lounge.
The benefits extend off the show floor, too.
“We’ve invited VIPs to cocktail receptions, provided badge and show program drops in their hotel rooms, made them aware of events that would specifically be of interest to these buyers, offered them access to brand products conveniently placed within the lounge, and offered quick access to a streamlined registrations experience pre-show,” Karsting said.
Related. Staying Ahead with the Intentional Strategist: A Power Lunch with Mike Karsting
He also shared that each year the program grows from word of mouth, making other retailers interested in participating.
“We are constantly looking for improvements that will add value to the experience of the buyers at the show,” Karsting said. “We are very intentional in our curation of the VIP benefits and know the importance of increasing efficiency of their time at SUPERZOO.”
JCK PRO Badges Offer Valuable Enhancements
AT RX’s JCK, attendees can self-select an upgraded badge option — JCK PRO — an offering that includes elevated experiences and additional content from the show. This upgraded badge offers a dedicated lounge/business center on the show floor, dedicated registration
desks, front-row seating at keynotes and conference sessions, a dedicated concierge to assist with registrations and housing, as well as post-show videos of educational sessions. These badge holders also get VIP entry at the JCK Rocks concert.
“We initially identified benefits that were valuable to our audience by gathering insights through attendee surveys and through our advisory boards, along with the team brainstorming ideas that would make any of us feel like a VIP,” said Sarin Bachmann, Senior Vice President, RX Jewelry Portfolio. “Over the years we have continued to adapt the program based on ongoing feedback, ensuring the enhancements align with what our attendees value most.”
The idea for an upgraded badge began during COVID, when the team was looking to offer an at-home experience for JCK attendees. However, the team found that JCK PRO participants valued the onsite perks more than the virtual educational content, so the team started to focus more on enhancing the onsite experience.
Now, while the JCK PRO badge is a self-select option, the team does have a cap on the number of participants to ensure that the badges provide a truly elevated experience.
Related. JCK and Luxury Shine Bright in 2025
JCK also has a Key Retailer Program for key accounts for JCK. Members of this program have a designated key retailer account manager that helps them register, answers questions, offers assistance in planning their time at the show, and spends time with new attendees in the category.
“They [participants] have a designated registration line where the key account manager helps make the badge pick-up process seamless and personalized, a lounge for meetings and networking with daily refreshments, recommendations for the best JCK Talks education sessions tailored to business needs and help finding vendors of interest,” Bachmann said. “The feedback for this program has been great, and they have much higher NPS scores than the general attendees.”
Luxury Serves as a VIP Experience
Luxury is a two-day invitation-only event that takes place on the two days before JCK opens. This special event is curated for the ultra-high-end jewelry industry to do business in a luxurious setting, which includes complimentary breakfast and lunch, afternoon snacks and cocktails, networking events and more.
“It’s all about the upscale experience with a focus on getting business done,” Bachmann said. “The exhibiting brands at Luxury are the top brands in the jewelry industry and are accepted into Luxury by an application process and board review. The show is typically sold out and has a wait list to participate.”
At Luxury, the focus is on curated amenities and experiences to reflect the high-end nature of the participants.
“Each pre-show day starts with a breakfast keynote featuring a full buffet, followed by inspiring speakers,” Bachmann said. “Arrival on the show floor is met with tray-passed mimosas, and surprise treats like a Bloody Mary bar. Throughout the day, guests enjoy complimentary upscale lunches, a variety of snacks from roaming carts, and specialty offerings — such as tray-passed desserts, warm cookie sundaes, personalized donuts, and even direct wine service from Venetian servers. There are also boxed lunches on the show floor for those that are unable to escape from business but still would like lunch.”
Some additional perks include dedicated espresso and cold-brew carts, a tailored food and beverage delivery service for top retailers, exclusive lounge and lobby bars with happy hours, and a “Dine Out” networking dinner on opening night. Many of the attendees are hosted with hotel rooms and black car service to and from the airport, too.
“Opening two days before JCK is very positive for both Luxury and JCK, as well as the industry. It provides a very exclusive and high-end environment for the top-tier brands and retailers to do business without the hustle and bustle of the rest of the industry,” Bachmann said. “There are no distractions in those pre-show days other than connecting and getting business done and building strong relationships.”
