Trade Show Transformation with ADJ

Recruited to transform Arctic Cat’s snow mobile show booth from standard to spectacular, DJ turned lighting designer Jeremy Landby turns to ADJ, American Audio and DuraTruss to bring his vision to life.

Trade shows are an important part of just about any industry. Not only vital when it comes to networking with other professionals, these industry events give companies a chance show off their brand and pitch their service or product to visitors, whether it be lighting… or snow mobiles!

When the team at Arctic Cat – a leading manufacturer of snow mobiles and ATVs – decided they needed to step up their game and have a greater presence out on the show floor, they recruited lighting designer and production specialist Jeremy Landby. Having been a DJ for many years, Jeremy also has a keen eye for sleek production – something that Arctic Cat spotted before bringing him in to produce the booth for nine shows across the US and Canada, transforming their setup using ADJ and Global Truss products.

“We got together with Arctic Cat a few years ago and they wanted to make their show booth stand out more, make it more appealing to visitors, so they could gather some more attention,” explained Jeremy. “In the past they didn’t use any lighting, only ever one or two video screens to display their products – and that was about it.”

This transformation involved a number of ADJ products, with Jeremy opting to use 28 Dotz Pars, 24 Micro Wash RGBWs, four COB Cannon Washes, four UV Flood 36s and four Par Z4s, as well as a D6 Branch and two DMX 384 Operators to ensure flexible control. The booth – which provided an adaptable framework on which to mount the lights – was constructed using a variety of truss sections of various lengths and types, as well as four base plates, four TV brackets and four DT-3900Ls, all by DuraTruss.

Understanding that Arctic Cat really wanted to draw visitors into the booth and showcase its range of machines, Jeremy wanted to focus most of the lighting on the snow mobiles. But he also put together some video content and placed TVs around the booth (mounted on the DuraTruss TV brackets), combining them with the lighting to give the space a uniqueness out on the show floor. Jeremy then mounted four American Audio CPX 8A active speakers up in the trussing, channelling the audio for the pre-made Arctic Cat video through them – something that worked well, drawing people to the booth, where they could then view the Arctic Cat machines.

Jeremy used the COB Cannon Washes to great effect, utilizing their powerful output to spotlight the machines, showing just how capable the COB Cannon Wash is of bringing something special to any situation. “The COB Cannon Washes really lit up the machines perfectly,” he told us. “I mean, you’ve got a lot of power there and with each one hung on the truss 10-15ft above the machines it really helped illuminate each particular machine!”

Aside from illuminating the machines, Arctic Cat also wanted to draw attention to the various banners placed around the booth, with Jeremy this time opting for the adaptability of the ADJ Dotz Par: “The booth has got a lot of banner placement and Arctic Cat wanted the banners and machines lit as much as possible, so I used Dotz Pars to do most of the banners,” he said. “Because of the Dotz Par being able to do more of a spot than a flood – with the filter that it comes with – it worked out really well.”

The final element of lighting – the truss-warming – was perhaps the trickiest to sort out. Due to the small footprint and triangular shape of his chosen truss, Jeremy had to find a par/wash effect that was compact enough to fit inside, while still providing enough power and coverage to warm the truss. In the end he opted for ADJ’s Micro Wash RGBW, which worked out perfectly; slipping easily inside the base of the truss and providing him with plenty of choice when it came to color variation. Jeremy said: “It works so well – that light has been fantastic for us, especially because we’re using the smaller triangular truss rather than square.”

Jeremy was also quick to note how this effective lighting helped with the overall branding of Arctic Cat as a company, creating a cool vibe on the booth and showcasing the ‘rock star’ snow mobiles that Arctic Cat is known for.

“The lighting really makes those machines pop,” Jeremy said. “I mean, it’s huge! You’ve got a competitor next door with no lighting or sound, just a machine on a piece of carpet – of course visitors are going to be attracted to the booth with the lighting instead. And the Arctic Cat machine is going to pop because it’s under the lights.”

So, with an assortment of ADJ lights and a DuraTruss booth to mount them on, Jeremy successfully managed to transform Arctic Cat’s bog-standard setup into something truly spectacular. And the success of this transformation was noticeable almost instantly!

“I remember in Toronto earlier this year, one of Arctic Cat’s competitors was a few booths down from us, with eight people on their booth. I counted up the visitors on our booth and we were at 180 – so the new setup definitely helps!” Jeremy explained. “Essentially the lighting lured people to the booth – people want to see a brand with good presence. We had people congratulating us; they couldn’t believe how different our show booth looked to competing companies. Arctic Cat has a few main competitors and none of the other booths even came close in terms of production.”

The executives at Arctic Cat were also pleased, more than happy with the vibrant and enticing space that Jeremy created. As a result, the company has recruited Jeremy and his team for a run of the same eight or nine shows in 2016, and are talking about adding more.

Well, we’d definitely call that a success! Thanks to Jeremy’s production and the pure lighting excitement created by our cost-effective, adaptable, innovative effects, Arctic Cat had their show booth transformed into a spectacular space that really draws in potential customers, showcasing their awesome machines and enhancing their brand image. Meanwhile, having impressed the company with his unique vision, Jeremy now has another year’s worth of tradeshows to run the production for.

What’s so special about the Arctic Cat booth is that it shows how effective lighting, trussing and audio can enable a company to take their tradeshow presence, branding and sales pitch to a whole new level! And with ADJ, American Audio and DuraTruss products lying at the heart of this success story, it was a pleasure for us to be involved.

Production Company:
Jeremy Landby of Ransdell Productions

ADJ Group Product List:
ADJ Dotz Par (x 28)
ADJ Micro Wash RGBW (x 24)
ADJ COB Cannon Wash (x 4)
ADJ DMX 384 Operator's (x 2)
ADJ D6 Branch (x 1)
ADJ UV Flood 36 (x 4)
ADJ Par Z4 (x 4)
American Audio CPX 8A (x 4)
DuraTruss 3m section (x 10)
DuraTruss 2.5m section (x 6)

Check out Jeremy's Vlog on setting up the Arctic Cat Booth:

For additional questions, please e-mail: marketing@americandj.com

For more information Contact ADJ:
U.S. Office - Tel: 800-322-6337/+1-323-582-2650 • Web: www.adj.com