Event Truss for Brand Activations: A Buyer’s Guide

We’ve noticed something interesting at TentCraft throughout 2025: more of you are asking for event truss (and larger customizable structures in general). That's why we decided to put this guide together going into 2026.

It makes sense, really. When you’re at an event surrounded by a literal horizon of peak-roof tents, a truss structure is the easiest way to break that silhouette and build something that looks like it belongs on a concert tour. 

It’s the Swiss Army knife of event hardware, aka it’s rugged, it’s industrial, and it lets you hang everything from massive TVs to that neon sign you definitely didn't need but bought anyway.

Of course, once you move beyond the world of standard pop-ups, your needs become more "structural." You start having to think about things like load weights, logistics, and whether your team has the tools or know-how to set up a Truss activation. It’s a bigger investment and a different way of thinking about your activation footprint. 

This guide is designed to help you sift through the options and answer the "wait, can we actually do that?" questions before you sign a PO, ensuring your next build goes smoothly.

Table of Contents

• Why teams choose truss

• Should you purchase or rent your truss setup?

• Truss vs. frame & pop-up tents - how to choose

• Logistics questions to ask before choosing truss

• Truss activation examples

• Popular truss bundles & pricing

Why Experiential Marketing Teams Love Truss (And Why You Will, Too)

If you ask an experiential producer why they’re obsessed with truss, they probably won’t start talking about "aluminum alloy 6082-T6." Don’t get us wrong, the aluminum strength to weight ratio is super exciting, but it’s not the “it” factor that wows attendees.

They’ll talk about the fact that it makes their activation look like a million bucks without requiring a literal construction permit. Here is why it has become such a staple for most teams who own them:

• The "Rigging" Factor - Unlike lightweight structures, which might precariously wobble if you hang multiple heavy 75-inch monitors from its frame, truss is born for the heavy lifting.

  If you want to mount monitors or custom LED signage, hang a wall of greenery, or fasten lights to your event infrastructure that make your booth look like a Daft Punk concert, truss is your best friend.

  

• The "Lego" Logic - It’s incredibly modular. You can start with a simple goalpost for a finish line one weekend and turn that same hardware into a three-sided "room" with a roof the next.

  It’s the ultimate "choose your own adventure" for event planners who have a variety of needs and an affinity for changing their minds.

  At TentCraft, we offer a quick-clip system because we know that looking for a dropped bolt in the grass at 11:00 PM is a special kind of hell. It’s modular and snaps together fast, so you can turn a goalpost into a "shoebox" retail store without needing a PhD in structural engineering.

  

• Industrial Aesthetic - There’s a certain "we mean business" vibe that comes with exposed metal. It feels intentional, modern, and rugged.

  Plus, it’s surprisingly easy to dress up by wrapping it in custom graphics, hiding it under some fabric, or leaving it naked for that "underground warehouse" aesthetic.

  

• Indoor and Outdoor-Friendly - Truss looks like it belongs in any event setting. Where a pop-up tent or a frame tent might seem out of place indoors (or even be too tall), Truss can be assembled to look and fit in every environment.

  
  

Should You Buy or Rent?
Deciding whether to buy or rent a truss structure is a lot like deciding whether to buy a house or get a really nice Airbnb. 

Do you want to deal with the "mortgage" and the maintenance, or do you just want to show up, look cool, and leave the cleanup to someone else?

At TentCraft, we’ve made this decision a little easier by offering a rental program that lets you have the best of both worlds. Here is how to figure out which camp you’re in:

You Should Rent If...

• You have one big event this year (or a short, multi-stop campaign) - you don’t want a pile of aluminum taking up three parking spots in your warehouse for the other 51 weeks.

• You Want the "TentCraft Hybrid Model" Rental Perks - With our program, you rent the hardware, but buy the custom soft goods and branded signage. This means you get a professional, branded look for a fraction of the cost, and you get to keep the custom-printed elements to use again later.

• OpEx is Your Friend - Your budget lives in the "Marketing/Event Spend" bucket rather than the "Capital Equipment" bucket. If you can show your boss or your client a savings of 30%+ now, that’ll result in activation approval.

You Should Buy If...

• It’s Your "Forever Home" - You have a mobile tour or a recurring series of events where the structure will be used 5+ times a year. At that point, the math usually says "Buy."

• You Like Being in Control - You want the gear in your own warehouse so you can tinker with it, do a "test build" in the parking lot whenever you want, and know exactly whose hands have touched it.

• The Logistics Don't Scare You - You have a dedicated logistics team, a forklift, and a place to store large wooden crates or road cases.

• Customization is "Structural" - You need a very specific, permanent modification to the metal itself that goes beyond just custom printing.

Renting is for teams who want to maximize their "Wow Factor" while minimizing their "Warehouse Factor." If you want to drop in, dominate the event, and then disappear into the night like a branded ninja, renting is your move.

Click on the following link if you’d like to learn more about TentCraft’s rental program.

When Does Truss Make The Most Sense? Pop-Ups vs. Frame Tents vs. Truss Activations

Before you pull the trigger, you need to know which tool is right for the job.

While we think everything we make is pretty great, you wouldn't use a sledgehammer to hang a picture frame.

Here is how the three main product categories types stack up:

The "Quick-Choice" Decision Tree

• Choose a Custom Pop-Up (MONARCHTENT or mightyTENT) if... You’re doing a multi-city tour and need to be set up before your coffee gets cold. It’s for teams that value speed without sacrificing that "American-made" durability.

• Choose a Frame Tent (E-Series, X-Series, or Keder) if... You need a large, open footprint (no center poles!) that can stay set up for weeks or even months straight. It’s the "tank" of the tent world—rugged, reliable, and ready for high winds.

• Choose a Truss Structure if... You want to fully differentiate from a canopy tent and will take advantage of the modularity. If your activation requires hanging a lot of heavy tech and lighting, creating multiple shapes and heights, or you’re looking for a seamless indoor and outdoor setup.

Pro Tip: Don't be afraid to mix and match. We’ve seen plenty of fun setups where a MONARCHTENT provides the shade while a surrounding Truss structure handles the "wow factor" and heavy media equipment.

Questions You Should Ask Yourself Before Investing In Event Truss

Before you pull the trigger on a shiny new truss activation for your next event, let's cover some crucial questions that you might not be have on your radar. Truss is like a high-performance sports car: it’s amazing to look at and can do incredible things, but you probably shouldn’t buy one if you don’t know how to drive a stick shift or where you’re going to park it.

To ensure your activation is a "success story" and not a "logistical horror story," ask yourself these five questions:

1. Who Is  Going to Build This Truss-Frame Activation  on Event Day?

Are you sending a solo brand ambassador to the event, or do you have a "road warrior" crew with a toolbox and a sense of adventure? 

Unlike a pop-up that basically sets itself up, truss requires a bit of manual labor. You need to be honest about whether your team has the muscle and the patience to handle the assembly and teardown.

We do offer personalized instructions for your structure and a quick-clip assembly to help reduce the time and effort it takes to set up your Truss activations. 

But depending on factors like the size, structure types, IT needs, and details like whether or not you have a full, heavy canopy roof on top, you’ll need to decide who will set up and tear down your activation.

If you do need outside help, there are services available, such as our Install and Dismantle service that allow you to contract a team to help you, removing that burden from your marketing team’s list of things to do during that event week.

2. Does the Venue Require an “Engineering Stamp”?

If you’re building a massive entrance portal in the middle of a windy city street or inside a high-security convention center, the "powers that be" might ask for a structural engineer’s stamp of approval.

It’s important to ask any manufacturer or exhibitor house if they have this or can obtain this type of official documentation.

At TentCraft, we can help navigate this, but it’s a question you want to ask the venue before you show up with a trailer full of aluminum.

Example of an engineering stamp image:

3. How Do You Plan On Using It (And What Are You Hanging)?

Are you planning for a simple, pretty frame for some fabric graphics, or are you planning to hang a 400lb LED wall? Knowing your "load weight" is the difference between a successful activation and a very expensive game of Jenga.

If you have big dreams of hanging heavy tech, let us know early so we can make sure the math checks out.

At TentCraft, for example, we use aluminum 12" tube Box truss with a 2" outside diameter that has the following load specs:

You don't need to know how to use the above chart. Whoever you're purchasing or renting the event infrastructure from can advise you on what's needed.

You'll just want to communicate your full plans to the provider.

Pro Tip: Communicating your exact vision to a manufacturer like TentCraft can be helpful because our sales and support reps can help you solve unique problems you might not be anticipating. For example, if you're mounting electronics and lights, a rep can suggest ways to use frames or soft goods to accommodate cords and hide eye sores.

4. Where Is This Setup Primarily Being Activated (Indoors vs Outdoors)?

Truss is a beast outdoors because it’s basically wind-proof if weighted correctly, but you need to think about proper ballasting. How much weight you'll need will be based on your exact setup and a structural analysis by an engineer will also come with those recommendations.

We often recommend starting with our water barrels or using our weighted footplates on these designed aluminum ballasting feet (for a more discreet appearance) to keep your structure from becoming a very expensive kite?

Additionally, If it's going to be outside and you're planning on having a soft good roof of some type, you'll likely need to tension the buckles and plan for a drain system.

5. How Are You Storing and Shipping Your Truss Activation?

A 10’x10’, let alone a 50’x50’ truss structure doesn't just fold up and slide behind your couch. 

You need to consider the "footprint" of the gear when it’s not in use. Do you have warehouse or storage space?

For example, most of our popular truss bundles will fit in our large crates which have the following specs:

• Outside Dimensions: 47" Wide x 120" Long x 62" Tall

• Weight: 600lbs.

In the same vein, do you have a shipping partner who can handle crates, or do you have a truck or trailer option large enough to take it yourself.

To deliver an event truss system to you, it'll be shipped from a manufacturer or supplier via freight because of its size and weight.

Our Favorite Truss Case Studies and Customer Projects

Polaris Goes Big With A Truss Structure + Photo Wall

When winter hasn’t arrived yet but the hype already has, Polaris Snowmobiles shows up ready to lead the season. As a premier sponsor of Hay Days Grass Dags, Polaris needed a bold, rock-solid centerpiece that could anchor their exhibit, showcase their snowmobile lineup, and hold up to unpredictable Minnesota weather in North Branch.

TentCraft delivered a custom truss structure that blended strength, visibility, and immersive branding—open and inviting for crowds, yet tough enough for real-world conditions. With high-visibility flags, integrated graphics, and a built-in Northern Lights photo moment, the structure became a magnet for fans and proved versatile enough to travel with Polaris throughout the season.

Full Swing Shows off at the PGA Show With a Custom Truss Rental

When Full Swing set out to stand out at PGA Show, they needed more than a standard booth, they needed scale, presence, and polish without the burden of a full purchase. Competing on golf’s biggest stage meant creating an immersive footprint that could support live demos, digital storytelling, and nonstop foot traffic, all on a tight install schedule.

TentCraft delivered a fully branded, large-scale truss rental that gave Full Swing the look and impact of ownership with none of the long-term logistics or storage hassles. Using the Install and Dismantled Service offered by TentCraft, the modular structure created an open, premium environment that became a natural gathering point on the show floor.

Powerade Fan Experience: Drink Sampling & Engaging Games at NCAA Championships With Two Truss Structures

Activating at the College World Series and the NCAA Frozen Four, Powerade needed a fan experience that blended sampling, interactive games, and bold visual branding—indoors and out.

TentCraft delivered a custom-wrapped truss structure (A 10’x10’ connected to a 10’x20’) that became the central hub for Powerade’s roadshow. Built to handle changing environments and heavy foot traffic, the setup supported drink sampling, athletic challenges, and photo moments that drew crowds all day long.

How Sheetz and Liquid Death Used a Custom Truss Rental to Chainsaw Sandwiches and Turn Heads

What happens when Sheetz and Liquid Death decide to chainsaw sandwiches in a parking lot?
You get a loud, chaotic, content-ready activation—and it needs a structure that can keep up.

Working with Mod Op agency TentCraft designed and rented a custom truss system that transformed a Pennsylvania convenience store into a mini festival stage. Built for safety, speed, and serious visual impact, the setup supported branding, crowds, and a chainsaw-wielding influencer—all in one day.

The result? Phones out, crowds gathering, local news coverage, and a bold retail moment that looked as heavy-duty as the idea itself. Even better: the same truss system was re-rented just weeks later for a live concert featuring The All-American Rejects.

 Custom Truss Project Photos  and Renderings

Popular Truss Activation Bundles With Pricing

You can click on the below image to be taken to our truss product page with these bundles.

Feeling Ready to Use Aluminum Truss For Your Next Activation?

If you found this buyer’s guide useful, the next step is to reach out to explore your options and get your specific questions answered. You can call TentCraft at (800) 950-4533 to speak with us immediately or fill out a request form and we'll reach out promptly (we promise).

Or hop back to our main Truss product page and continue doing your own research. You'll find more TentCraft specific Truss FAQs available there as well.