Yakima Chief Hops Home Brew Conference

Trade Show

Yakima Chief Hops Home Brew Conference

Trade Show

A Modular Pop-Up Hop Shop

Yakima Chief Hops (YCH) is a grower-owned network of family hop farms located in the Pacific Northwest of the United States. The brand’s goal is to establish itself as the global hop supplier of choice, with sustainable and responsible production and distribution methods and a dedication to long-term excellence. The passion and integrity of Yakima Chief Hops has already made it possible for them to expand into European and Asian markets.

YCH needed a team with experience designing and building for shows all over the world to help them develop a global presence. They turned to ProGlobalEvents to craft a globally relevant interactive trade show exhibit program for use on three continents.

Design to delivery in under 2 months

Yakima Chief needed their exhibit in less than two months for the China Brew China Beverage conference (in China) and the BrauBeviale (in Germany). ProGlobalEvents’ overseas experience and connections made it possible to complete exhibits on shortened timelines. ProGlobalEvents took advantage of overseas fabrication partners to produce the booths in both China and Europe. Thanks to this collaboration, they avoided the six-week period to ship the exhibits overseas.

Built for ultimate flexibility

We built three modular, scalable booths to reside on each of three continents: Asia, Europe, and North America. Each build was crafted on similar design specs but was scaled to the maximum size a booth could take there. In Asia, a 9×5 m booth was constructed, in Europe it was 11×10 m, and in the U.S., the maximum footprint was expanded to 20×40 ft. Yakima Chief Hops requested the largest booth be built for U.S. use, as the company wanted their primary presence to remain there.

Because Yakima Chief Hops wanted to showcase their products, ProGlobalEvents designed a pouring station, so beer could be poured from the tap in each booth. They also constructed a sensory station, where visitors could see, touch, and smell the hops YCH produces. With a flexible design, these two stations could be included in every booth design, no matter the size. In Liverpool, for instance, the exhibit was 2×4 m with 2 tap handles and 1 hop station (sensory counter). In the U.S. booth, this was expanded to 4 tap handles and 2 sensory counters.

Yakimop Chief Video Slide
Yakimop Chief Video Slide

Hops and Beer

Yakima Chief Hops enjoyed great success at its first shows, with a booth design that both stands out and draws visitors in. Visitors to the booth enjoy an engaging experience through hops and beer.

YCH has booked more shows, and we are already working on enhancements to make the booths even better. For instance, they plan to improve on the flexibility of the booth footprint to make room for all-purpose storage and coolers for extra beer. The built-in modularity of the design means it can be adjusted while maintaining a consistent look and feel across the three different continental booth layouts.

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Jack Connolly

Executive Creative Director

As an experiential creative director, Jack prefers to draw outside the lines. He tells stories with original content and impactful design to ignite meaningful conversation.


Jack brings 20 years of event industry knowledge to ProGlobalEvents. He specializes in building live & virtual platforms for audiences to connect, engage and immerse themselves in the power of a shared experience. His skills range from ideation and concept development to defining an attendee journey through storytelling and design.

Jack understands the creative process is not linear, but a collaborative process between agency and client. He manages teams of designers and technology developers to pioneer impactful brand experiences. His diverse skillset and leadership ensure for award-winning results and memorable impressions.


In 2019, BizBash named Jack one of the top event designers in North America. SXSW awarded his work the “People’s Choice in Innovation” in 2021.

Jerome Nadel

Chief Marketing Officer

Jerome Nadel is Internationally experienced design-led marketing executive (CMO and GM) with a track record of improved market position, revenue growth, and M&A. He is an advance degreed psychologist and user experience product/service design expert, board member and advisor.


Prior to joining ProGlobalEvents |ProExhibits |XtendLive, he has had a variety of chief marketing officer and chief user experience officer roles at companies including Rambus, BrainChip, Human Factors International, SLP InfoWare, Gemplus, and Sagem. He started his career in the IBM Human Factors Labs.


He is also an avid cyclist with National and multiple California State Champion titles.

Ivan Fujihara

Chief Financial Officer

Ivan brings 25+ years in senior level management experience from a variety of technology industries.  His background includes accounting management, analytics and audit management for technology companies.  He has worked with companies such as THX, Ltd, Recruitology , Double Click, Creative Labs and more.  Ivan has also served on the board of Lincoln Families, a non-profit that supports East Bay children with the objective of disrupting the cycle of trauma and poverty.

Matt Rulis

Vice President of Sales

Matt is a marketing professional and has been managing marketing strategies, campaigns and environments for a diverse client base for over 15 years. From a service perspective, Matt and his team of Account Executives focus on fostering relationships to uphold a greater than 99% customer satisfaction rating year-over-year. Additionally, with extensive experience on the client-side of the industry, he understands that alignment between expectation and budget is paramount to a successful project. As a result, ProGlobalEvents' clients can expect a competitive advantage paired with top quality products and services. Matt is an avid fly-fisherman, enjoys most outdoor activities and is a true college football fanatic.

Tom Foley

VP of Operations

Heading the fabrication side of ProGlobalEvents is exhibit and event industry veteran, Tom Foley. For over 35 years he has been responsible for building amazing exhibits and environments for clients. Tom started out in the production area and has broad experience in project and operations management. He currently oversees production, warehouse, graphics and project management departments. Tom studied machine tool technology and welding before entering the industry. As a true "builder" he also enjoys restoring and modifying classic American cars.

Dick Wheeler


Dick serves as President of ProGlobalEvents and President of ProExhibits and is a board member of CEMA (Corporate Event Marketing Association). At ProExhibits he has been nationally recognized as an innovator and driving force in the fast-growing trade show exhibit and event industry. Under his leadership in 1997, the firm received INC magazine’s INC 500 award as one of America’s fastest-growing companies. His informative articles on developments and innovations in the trade show exhibit and event industry have appeared in national trade publications. Dick has a B.S. degree from Wittemore School of Business & Economics at the University of New Hampshire and has completed the Entrepreneurial Executive Leadership Program sponsored by MIT, YEO and INC. He is actively involved in Vistage, an interactive group of over 20,000 CEO’s and presidents worldwide and is a member of CEMA and EDPA.

Jody Tatro

Chief Executive Officer

In addition to being CEO of ProGlobalEvents, Jody is also the CEO of ProExhibits. With Jody at the helm, the company has been recognized repeatedly as one of the Top 50 Women Owned Businesses in Silicon Valley. She has set the outstanding client service standards for which the firm’s account management team is noted. Jody is a recipient of the YWCA’s Tribute to Women Award, the Junior League Community Volunteer Award and is listed in Who’s Who of Women in Business. Following her graduation from California Polytechnic State University in San Luis Obispo, Jody held various sales positions in several technology companies.