Musical festivals like Coachella, Electric Daisy Carnival and Lollapalooza are well known even among casual pop music fans. Each year, more music festivals are popping up, putting us in a state of "peak festival." Professional conferences and trade shows -- which can be among the most effective ways to connect with prospective clients and customers -- are experiencing a similar boom in business, just with less attention than their musical counterparts. As recently as 2017, PwC examined the B2B market, analyzing segments such as business information and trade shows, and found the BI segment at more than $55 billion and trade shows estimated at over $14 billion.
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