Why Lee Mattered: The Lasting Legacy of Lee Knight

Lee Knight, founder of Exhibitor Magazine, transformed the trade show industry with a magician’s creativity and a fisherman’s patience. His recent passing marks the end of an era, but his contributions endure, shaped by his unique background and the trailblazers of that time. 

From Chaos to Clarity: Exhibitor’s Beginnings 

The 1980s trade show boom, driven by new interstate highways and the expansion of convention centers like McCormick Place, created a chaotic and rapidly evolving landscape. As trade shows grew in scale and complexity, exhibitors and participants sought guidance to navigate this burgeoning industry. Enter Lee Knight, whose background as a magician gave him a knack for turning confusion into opportunity. In 1982, Lee launched Exhibitor Magazine in Rochester, Minnesota, to bring structure and strategy to the trade show world. 

Fred Kitzing, a pioneer in the field, redefined exhibits as "selling machines" through the use of omnichannel strategies, inspiring Lee's early approach. Similarly, Bob Francisco’s Admore introduced modular exhibit systems, which revolutionized how exhibits were designed and transported. Richard Swandby’s Exhibit Surveys provided much-needed data to measure trade show success, while Jack McEntee’s I&D Inc. elevated service standards by prioritizing exhibitor experiences. With these innovators and others as his compass, Lee used Exhibitor Magazine to share practical insights into booth design, attendee engagement, measurable outcomes and service standards. It quickly became a trusted resource for professionals seeking to turn trade shows into strategic successes. 

Magician, Fisherman, and Mentor 

Lee’s background as a magician deeply influenced his perspective on the trade show industry. He understood the art of captivating an audience and transforming ordinary experiences into something extraordinary. His other passion, fishing, reflected his strategic patience and ability to approach challenges with a steady, measured hand. Lee once likened trade show success to fishing, saying, “You need the right bait, patience, and a steady hand to reel in the big ones.” For him, the "bait" was innovative booth design, the "patience" was fostering relationships with attendees, and the "steady hand" was ensuring seamless execution on the show floor. 

These qualities served him well as he built the pillars of Exhibitor’s legacy: 

• 1982: Exhibitor Magazine was launched to guide professionals through the trade show boom. It quickly became a vital industry resource, featuring success stories and practical advice. 

• EXHIBITORLIVE: This annual conference brought the insights of Exhibitor Magazine to life through workshops, exhibit hall demonstrations, and networking opportunities. 

• CTSM Program: The Certified Trade Show Marketer program set professional standards for the field, offering formal recognition to skilled trade show marketers. 

• ExhibitorOnline: This digital platform expanded the reach of Exhibitor Magazine, delivering daily updates, case studies, and news to a global audience. 

• GRAVITY FREE: A conference that blended marketing and creativity, encouraging innovative thinking in design and strategy. 

Why Lee Mattered 

Lee mattered because he tamed the chaos of the 1980s trade show boom to become the tour de force of industry education for the live event industry. Fred Kitzing’s emphasis on the human element of sales, Bob Francisco’s focus on portability, Richard Swandby’s data-driven benchmarks, and Jack McEntee’s labor reforms all found a platform in Exhibitor Magazine. Lee empowered professionals to elevate trade shows from logistical challenges to strategic opportunities. 

Through his magician’s creativity and fisherman’s calm, Lee Knight became a beloved figure in the live event industry. He mentored an industry, inspiring a new generation of marketers and exhibitors. His legacy is a testament to the power of vision, patience, and a little bit of magic. Lee’s magic continues on. Thank you, Lee Knight, for your sleight of hand tricks and steady hand when the industry needed it most.