Trade Show Coffee Activation for Zenith at SBC Summit Americas
For SBC Summit Americas 2026, Zenith partnered with Villette to transform coffee service into an attendee engagement experience inside its exhibition booth at the Broward County Convention Center.
Rather than bringing in a traditional freestanding coffee cart, Villette worked within Zenith's custom booth design to create a fully integrated espresso bar. The setup was planned in advance with the booth fabricator, allowing our professional equipment and service requirements to be incorporated directly into the exhibit.
Over two days, our baristas served approximately 500 guests as attendees stopped for coffee, connected with the Zenith team, and returned throughout the event for additional drinks.
Event Details
Client
Zenith
Location
Broward County Convention Center | Fort Lauderdale, Florida
Event Type
Trade Show & Conference Activation
Guests Served
500+
Service
Unlimited espresso bar
Hot & iced beverages
Custom printed cups
Two professional barista service
Independent water system
Pre-event coordination with booth fabricator
The Goal
Zenith, a white-label mobile game developer, wanted to create a welcoming hospitality experience that would help attract attendees into its booth and encourage them to stay longer.
At a busy trade show where exhibitors are competing for attention, the coffee bar gave attendees a natural reason to step inside, start a conversation, and spend more time experiencing the Zenith booth.
The Challenge
Unlike a traditional coffee catering setup, this activation needed to become part of the booth itself.
Zenith's custom exhibit was already being designed and fabricated for SBC Summit Americas, so the coffee operation had to be incorporated into the physical booth design while still meeting the technical requirements necessary to operate a professional espresso bar for two full days.
Villette coordinated with the booth team before the event, providing equipment dimensions along with power, water, and operational requirements so the fabricator could build the bar specifically around our setup.
The Experience
Instead of placing a separate coffee cart beside the exhibit, Villette's espresso equipment was installed directly behind Zenith's custom reception bar.
From the attendee's perspective, the coffee experience felt like an intentional part of the Zenith booth rather than an outside catering service.
Villette supplied the complete coffee operation, including commercial espresso equipment, coffee and beverage ingredients, branded cups, an independent water system, and two professional baristas each day.
Guests could order from a menu of classic espresso beverages as well as matcha while exploring the booth and connecting with the Zenith team.
Throughout the two-day conference, the bar remained busy, with attendees returning for additional drinks and approximately 500 guests served over the course of the activation.
Coffee became more than an amenity. It created a natural gathering point within the exhibit and another reason for attendees to spend time inside the Zenith space.
Why It Worked
✓ Integrated directly into the exhibit rather than looking like a separate catering setup
✓ Supported Zenith's booth-traffic strategy by giving attendees a natural reason to enter and engage
✓ Encouraged longer interactions by creating a hospitality experience within the booth
✓ Generated repeat visits as attendees returned throughout the conference for additional drinks
✓ Served approximately 500 guests across two days of the trade show
✓ Simplified execution for the client through advance coordination with the booth fabricator and a self-contained water system
✓ Extended Zenith's branding into the beverage experience with branded cups
Planning a Trade Show or Conference Activation?
A coffee bar can do more than keep attendees caffeinated.
Villette creates specialty coffee experiences for trade shows, conferences, exhibitions, and brand activations designed to integrate directly into your booth and become part of the attendee experience.
From coordinating equipment specifications with your exhibit fabricator to providing professional baristas, espresso equipment, branded cups, and beverage service, we handle the coffee operation so your team can focus on connecting with attendees.
Planning an upcoming trade show or conference?
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