Why Price per Square Metre Misleads

When two stand quotes are compared, the price per square metre is the first item read. That price is only one part of the total cost, and often not the largest part. The items that really set the total are: the space fee paid to the venue, stand production, shipping and customs, installation labour, the venue’s mandatory services (main electrical connection, rigging, forklift/crane), graphic production, furniture rental and, if the stand will be reused, storage.

The price difference between two stands of the same size usually comes not from production itself but from the sum of these items. If two quotes open with “this much per square metre” and don’t say which of these items are included, the two figures aren’t comparable.

What makes production expensive

Within the price per square metre, the difference is set by the number of surfaces and level of detail. Closed volumes, special ceilings, recessed lighting and smooth painted surfaces cost more; open structure, standard panels and printed surfaces cost less. The production price of two stands of the same size can therefore differ.

How to ask for a comparable quote

A quote is requested as an itemised list: is the space fee separate, are mandatory services included, which route was shipping calculated on, is graphic production in the quote. Without this list, two figures may belong to two different jobs. If the items are not written into the quote, no comparison can be made.