The truth behind running a trade show seminar: if you've ever had an interest in leading a seminar at a trade show, you may not realize that the reality of doing so is sometimes much more complicated than simply showing up with handouts and talking about your business. Here, Dan Cox of Coffee Enterprises gives a behind-the-scenes look at setting up a seminar.

Tea & Coffee Trade Journal, October, 2004 by Cox, Dan

I presented a coffee seminar at a cigar event in Las Vegas recently. Here's a quick story of how it unfolded, which may give you some insight in case you ever want to do something like this.

About two weeks before the event, I talked to the co-coordinator and she said 250 people were signed up for the seminar. We were both surprised as it was scheduled for 9:30am Sunday morning and we figured there would be a lot of no-shows that were partied out from the night before.

I talked to the Paris Las Vegas Food and Beverage manager at the same time, and told him my requirements, including the need to brew a lot of coffee at precise times and serve them in a particular order. I also told him I needed 1,500 cups and saucers and a grinder. He said "no...