Tradeshow operations · Kipp & Zonen

Building the right workflow for every tradeshow.

Rebecca Wheeler had years of Kipp & Zonen tradeshow knowledge captured across Excel spreadsheets and supporting files. We translated that material into reusable Tier 1 and Tier 2 workflows inside Smartsheet—making planning, approvals, and future reporting easier to manage.

My contribution: Requirements translation, Smartsheet architecture, and build
Project partner: Rebecca Wheeler, Project Manager, Kipp & Zonen
Starting point: Existing Excel-based planning materials
Core tools: Smartsheet and Claude

The new lifecycle

One annual request path, then the right template for the approved show.

STRATEGIC EVENTSTier 1PM-led planning

REGIONAL EVENTSTier 2Sales-led planning

✓ One approval path

Request → Approve → Plan

Conceptual system illustration

2reusable planning templates

1annual submission form

4quarterly approval groupings

1consolidated ecosystem

The challenge

The planning knowledge existed. The system around it didn’t.

Tradeshow planning lived across Excel spreadsheets and separate files that people were not inclined to revisit. Kipp & Zonen had established definitions and planning material for Tier 1 and Tier 2 shows, but no consistent Smartsheet process for submitting future shows, collecting approvals, or launching an approved show from a reusable project plan.

With upcoming shows already approaching, the team needed to preserve Rebecca’s process while moving it into a system that was easier to find, repeat, and eventually report across.

The shared goalBring the tradeshow process into one Smartsheet ecosystem without losing the operational knowledge Rebecca had already built.

The approach

Translate the established process into a smarter working system.

Understand the source material

I met with Rebecca to understand her existing files, how each show type worked, and what Smartsheet needed to make easier.

Organize the information

We mapped the spreadsheets and supporting materials into a consistent structure for tasks, equipment, staffing, and logistics.

Build reusable templates

We created distinct Tier 1 and Tier 2 templates that preserved the real differences Rebecca had already defined.

Create the approval path

We connected a short wish-list form to a cross-show report organized by quarter for leadership review.

Key decisions

Keep each interaction focused on the person using it.

For requesters

Let the form do the work

Picklists and fewer open fields reduce effort, build repetition, and make people more likely to use the process again.

For the approver

Replace the board with a quarterly report

After feedback exposed limitations in Smartsheet’s board view, we moved to one report grouped by Q1 through Q4. It shows location, dates, budget, prior participation, and management recommendations.

For the project team

Preserve the operational reality

The project templates include the real planning tasks, equipment, logistics, staffing, and attendee information Rebecca’s team needs behind the scenes.

For delivery speed

Use AI to translate context faster

I worked with Claude to organize the source material, think through the sheet structure, and move from Rebecca’s requirements to working templates while upcoming shows were already on the horizon.

The results

Results & Business Impact

A consistent starting point

2 reusable templates

Standardized pre-show planning by replacing multiple versions of Excel workbooks with two reusable Smartsheet templates for Tier 1 and Tier 2 tradeshows.

Simpler pre-show preparation

Less repetition

Pre-filled fields, standardized dropdowns, and automated workflows reduced repetitive preparation work and the time required to coordinate upcoming events.

Fewer manual follow-ups

Connected planning

Consolidating planning, staffing, equipment, and logistics into one connected system reduced manual follow-ups and established a consistent process for managing each tradeshow.

One place for leadership decisions

Clearer approvals

Consolidated quarterly approval reports also simplified leadership decision-making, allowing stakeholders to review multiple proposed events in one place and approve or deny requests through a standardized process.

“The goal was to make Rebecca and her team’s work easier by bringing the entire tradeshow process into one consolidated Smartsheet ecosystem—with reusable templates, a clear approval path, and a foundation for reporting across every show.”

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