TOLA Expo is back with the 4th annual event set to take place May 8 – 9 2024 at the Dallas Trade Mart (Atrium), 2100 N Stemmons Freeway, Dallas, Texas. Originally conceived back in 2021, TOLA stands for the South-Central sales territory of Texas, Oklahoma, Louisiana, and Arkansas, and is meant to serve as a regional tradeshow for the residential custom installation technology space.

The 2024 TOLA Expo will be jointly hosted by Samsung Electronics and four leading sales companies: Bell & McCoy Integrated Solutions, Elite 3 Pro, Momentum Marketing and Rio Grande Reps.

Residential integrators are invited to attend the two days the expo is active. Attendance to the tradeshow on Wednesday and Thursday is free, though registration is required before arrival as there may be limited spots for specific educational tracts.

TOLA Expo Grows Its Stable of Lighting Brands and Education

Branded as a “mini-trade event held in a not so ordinary venue,” the facility that plays host to this year’s TOLA is home to several interior lighting showrooms. It’s also where one of Samsung’s Experience Centers is located, which will be open during the event.

This greater focus on lighting at the tradeshow, organizers note, emphasizes the growth lighting fixtures and lighting control have experienced in driving greater revenues for integrators throughout the channel.

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According to the show organizers, more than 20 lighting, shade and drapery manufacturers are exhibiting, including Draper, GardenLight, Ketra, Legrand A/V, Lighting Leaf, Luminii and ProLuxe, among others.

A variety of educational courses will also be offered throughout the Expo event. Most courses are Free to attend whereas some certification courses might ask for a nominal fee.

Dale Pugh, principal of Elite 3 Pro, shares: “Since its inception, our goal for this show has always been to create an opportunity for integrators to have meaningful engagement with manufacturer brands and access to quality educational classes.

“We believe that between the combinations of the rep firm additions to the show, the planning committee group assembled this year, including Ryan Chicoine from Samsung, the expansion of lighting and shade manufacturers exhibiting, plus our new interactive registration platform, this should be our best TOLA Expo experience yet.”

Architechnology Event to Take Place the Day Before TOLA Expo 2024 Opens

Tuesday, May 7, 2023, the day before the opening of the TOLA Expo, will also play host to the Architechnology Event, a By-Invite-Only event for the regional residential specifier community, such as interior designers, builders, and architects.

Attendees to the preceding event will receive a VIP experience starting with a lunch-time panel discussion hosted by Josh Christian, CEO of the Home Technology Association.

After lunch and learning, there is a packed day of CEU-accredited courses “Health, Safety, Wellness,” which runs until a little after 5pm and will turn into a cocktail mixer event hosted by Samsung in their Experience Center.

Several lighting and other technology manufacturers will be set up with a tabletop to educate the specifier community about their products during the mixer event.

The TOLA Casino Night Party for Expo attendees will be held on Wednesday, May 8th at the Dallas Marriott Suites Medical/Market Center with food, drinks, and casino games.

Manufacturers interested in exhibiting at TOLA 2024 are also invited to apply, with a link to application form being provided by organizers.

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