Yakima Chief Hops Home Brew Conference
Yakima Chief Hops Home Brew Conference
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.
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.
