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Human Interest


Human Interest, a leading 401(k) provider based in California, actively participates in over 30 trade shows annually. Initially, the company heavily relied on one team member for the preparation and shipping of all trade show materials before each event. 

After encountering many logistical challenges and managing a substantial inventory, Human Interest began their search for an exhibit management company.

Human Interest contacted several exhibit management companies before connecting with E3. “We selected E3 based on the ability to do what we needed and on my experience working with them with a previous company,” says Human Interest. 



Recognizing the client’s need for a centralized and efficient trade show logistics system,


E3 offered a comprehensive solution tailored to Human Interest’s specific needs

  • Comprehensive Exhibit Management Program: E3’s client-centric program covers everything from pre-show prep to post-show inspection, offering fixed-price install & dismantle services and coordinating show services. This was particularly crucial for Human Interest, given their extensive show schedule and the need for a streamlined process.
  • Install & Dismantle Services: E3’s dedicated team provides worldwide install and dismantle services with upfront, transparent pricing, ensuring cost predictability and eliminating surprise post-show billing for Human Interest.
  • Cloud-Based Inventory Management: Utilizing the TIM inventory system, Human Interest was able to access real-time insights into their exhibit inventory. This proves vital for a company with a widespread presence, allowing them to efficiently manage their assets.
  • Insurance Coverage: E3 also brought Human Interest peace of mind by providing insurance to cover damage or loss during storage, transit, and while on the trade show floor.
  • Show Services Management: For a company with a nationwide presence, E3 manages all show services from various vendors, simplifying the process for Human Interest and consolidating post-show invoices into one comprehensive statement.
  • Exhibit Prep: E3’s meticulous pre-event preparations include a thorough review of all exhibit components, ensuring piece counts, quality checks, and meticulous packing with return shipping instructions. This extends to providing kits with miscellaneous items like tape, scissors, and giveaways for each event.


The partnership with E3 Exhibit Management has had a transformative impact on Human Interest’s trade show experience. By centralizing their exhibit management and leveraging E3’s comprehensive services, Human Interest has not only saved valuable internal resources but also streamlined their nationwide trade show presence. The transition from storing properties at a coworker’s home to E3’s professional services has eliminated inefficiencies, providing Human Interest with a seamless and stress-free trade show experience. The collaborative approach and attention to detail have not only met but exceeded Human Interest’s expectations, solidifying the value of their partnership with E3 Exhibit Management. 

“I truly feel like E3 is a partner. They have been great to help problem solve when issues arise, are extremely responsive and have taken great care of our properties. We trust that everything will arrive to show when we need it and arrive in good condition. It has truly been a great partnership!” – Heather Lesher, Manager, Event Marketing, Human Interest

“I truly feel like E3 is a partner. They have been great to help problem solve when issues arise, are extremely responsive and have taken great care of our properties. We trust that everything will arrive to show when we need it and arrive in good condition.”

Heather Leshner

Manager, Event Marketing

The Challenge

La Aurora, a company with a 120-year legacy of crafting world-class premium cigars, recently made its American return at the Premium Cigar Association Expo in Las Vegas. The company’s founders, who were very family-oriented, used those values to build their business, and the owners wanted their exhibit to reflect that as well. In addition, as a world-wide industry leader re-establishing itself in the US market, they wanted to make a big splash, showcasing their products while being welcoming and entertaining.

The Solution

To achieve this, La Aurora’s 40×50 exhibit incorporated design and structural elements that reflected the company’s brand and legacy. The design was predominantly composed of pale yellows, gold, and white with accents of dark stained wood panels, creating an elegant and welcoming feel. The exhibit also required a lot of seating to invite others to socialize and get comfortable, as well as a private meeting area that was well-ventilated for sampling their cigars. 

The designers at E3 went to nearby cigar shops to gather information on how to showcase the products. As a result, they came up with slanted shelves and deliberate lighting to accentuate the items. In the product display area, custom-built display cases were designed to enclose products like in a museum. During the PCA event, some La Aurora owners from the Dominican Republic showcased their family heirlooms and interesting antiquities in these cases, adding a personal touch to the exhibit. 

To highlight La Aurora’s rich 120-year history, a timeline was created on the back wall that narrated the company’s story. At PCA, this proved extremely useful during interactions with the media, and it was an excellent way to brief journalists about La Aurora. The dark-stained wooden slats resembled the color of cigars and added character to the exhibit’s overall appearance. Additionally, they were utilized to provide ventilation in the private boardroom. 

La Aurora recently introduced a unique combination of coffee and rum as their latest product offering. To highlight and provide customers with a chance to try these products, it was only fitting to have a bar on display. This not only allowed customers to try the new products but also added to the welcoming atmosphere of the exhibit. 

The Impact

The team members of La Aurora were thrilled to see the display in person at the PCA. They praised its beauty and structure, and the exhibit made such a splash that it was awarded “Best In Show.” An eye-catching and inviting exhibit allowed the trade show team to actively engage with customers and create an experience that was unique and comfortable. The aim was to recreate the welcoming atmosphere that was successful for La Aurora in the Dominican Republic. 

Overall, the La Aurora exhibit was a huge success, and the company’s U.S. team was able to make a strong impression on the cigar scene with their American debut. The exhibit’s design and structural elements reflected the company’s brand and legacy while also creating a welcoming and entertaining atmosphere that engaged customers and showcased La Aurora’s premium products in the best possible way. 

"If people want a booth that's executed well and [has] the support that you need, E3 XPS is the first recommendation we have."
La Aurora
John Ferrigan
National Sales Manager
"We felt like they understood our vision quickly, were able to work with our creatives, and execute on a vision that we couldn't be more proud of."
La Aurora
Ed McKenna