When thousands of industry professionals gather at a trade show, standing out takes more than signage and product displays. It takes something that pulls people in and creates a moment on the floor. At The ARA Show, the world’s largest event dedicated to the equipment and event rental industry, that moment came in the form of a wave.
With thousands of attendees exploring new tools, technology, and ideas shaping the rental industry, the team behind American Rental Association wanted an experience that would energize the floor while tying directly into the show’s messaging. The answer: a custom activation built around the Virtual Surfing Simulator—reimagined specifically for the show.
Discover Big Waves
The surfing simulator was transformed into a fully branded experience designed to capture attention the second attendees walked by. The surfboard itself was completely wrapped in the show’s colors and graphics, bringing the campaign theme “Discover Big Waves” to life in a literal way.
Attendees stepped onto the board and tested their balance as the simulator mimicked the motion of a real surf ride. Within minutes, a crowd naturally formed—part spectators, part competitors waiting for their turn. What began as a fun challenge quickly became a leaderboard battle as participants tried to outlast the waves and top the highest score.
Hang Ten with Tony Conant
The competition came with a twist that made it even more compelling. Riders were encouraged to “Hang Ten with Tony Conant,” CEO of the American Rental Association. The highest-scoring participant earned the chance to face him in a head-to-head surf showdown on the simulator.
To raise the stakes even further, the top performer didn’t just earn bragging rights. The winner walked away with four complimentary registrations to next year’s ARA Show, creating an incentive that tied the competition directly back to the event itself.
Why Competition Works on the Trade Show Floor
Interactive competition changes the dynamic of a booth or show activation. Instead of simply observing, attendees become participants—and often return multiple times to improve their score.
The surfing simulator delivered exactly that kind of engagement:
Fully customized surfboard wrap featuring ARA branding and messaging
A physical, high-energy experience that naturally draws a crowd
Leaderboard-driven competition encouraging repeat attempts
A CEO challenge that added personality and storytelling to the activation
A meaningful prize connected directly to next year’s show
It wasn’t just an attraction—it became a focal point on the show floor.
Making Waves That Last
The American Rental Association is the largest international trade association representing owners of equipment and event rental businesses, as well as the manufacturers and suppliers that support the industry. Founded in 1955 and headquartered in Moline, Illinois, the organization works to advance the rental industry through education, advocacy, business resources, and networking opportunities for its members. With more than 11,000 member locations across North America, ARA helps rental professionals strengthen operations, stay ahead of industry trends, and grow their businesses.
The ARA Show is the flagship event hosted annually by the American Rental Association and is recognized as the world’s largest trade show dedicated to the equipment and event rental industry. The event brings together more than 10,000 professionals and hundreds of exhibitors to explore the latest equipment, services, and technologies shaping the rental business. In addition to a massive show floor, attendees participate in education sessions, networking events, and hands-on demonstrations designed to help rental businesses improve operations, discover new products, and build industry partnerships.
