Executive Summary
Experiential teams entered 2025 under increasing pressure to deliver more immersive experiences amid rising costs. According to Event Marketer’s 2025 Agency Business Outlook, 71% of agency leaders cited higher staffing costs, 63% reported increased fabrication costs, and 58% said they’re still absorbing these increases on behalf of clients as margins remain flat at ~25%.
Layer in findings from EventTrack 2025: Experiential Marketing Forecast and Benchmark Study, where both attendees and organizers ranked visually engaging and sustainably built activations as top priorities, and it’s easy to see why event professionals are under more pressure than ever.
Given the above information plus consistent internal survey feedback for a rental option, TentCraft’s Rental Program aims to help event teams protect profits while maintaining creative flexibility. This program enables experiential marketers to scale fully customizable brand activations while improving sustainability initiatives, especially for short-term and one-off activations.
In short: TentCraft’s Rental Program empowers experiential marketers to build bold brand environments while keeping budgets balanced and sustainability objectives on-track.
The Pressure is Rising: Costs Up, Margins Flat, Expectations Through the Roof
The economics of experiential marketing are tightening, even as attendees’ expectations reach new heights. Today’s audiences expect immersive, highly branded environments that feel unique, are built sustainably, and social-media-worthy — and they expect those experiences to be delivered seamlessly across cities, seasons, and campaigns.
According to both B-To-C Event Attendees and Trade Show Attendees, 42% and 40% respectively said the overall look of a booth or footprint impacted whether or not they engaged (EventTrack 2025, pg. 10).
Additionally, event attendees of all 3 survey groups (B-To-C, B-To-B, and Trade Show) overwhelmingly said that sustainability matters to them (80% on average) while 76% of marketers don’t have an official sustainability policy in place (EventTrack 2025, pg. 7).
And while the demand for impact grows, the cost of delivering it continues to climb. According to Event Marketer’s 2025 Event Agency Business Outlook, nearly three-quarters of agency leaders (71%) report external staffing costs continue to climb, followed closely by fabrication and build expenses (63%) and transportation and shipping (61%) — all cited as top categories of inflation (See screenshot below)(pg. 5).
*Image Source Event Marketer’s 2025 Agency Business Outlook
To help lighten the impact of rising costs, many agencies are still shielding clients from those increases. More than 58% of agencies reported that they’re continuing to absorb hard-cost growth rather than pass it along (Agency Outlook, pg. 4). The result: margins have plateaued at roughly 25%, the same level as 2023 and only slightly above pre-pandemic norms (Agency Outlook, pg. 11).
Rentals: A Smarter, More Flexible Path to Experiential Impact
To help control costs, meet increasing demands, and still provide a service that accommodates the quick turnaround nature of the event industry, TentCraft is now offering a unique rental experience.
TentCraft rentals alleviate the traditional capital investment tied to traditional builds that require full purchases by allowing agencies and in-house event teams to rent the structure and purchase the custom branded softgoods and rigid signage.
Every rental includes TentCraft’s in-house design, fabrication, and customer support. It also offers their optional setup and dismantle service as an add-on — all handled by TentCraft’s U.S.-based team. That means fewer third-party vendors, less coordination risk, and more predictability for budgets and timelines.
Click on the video below to learn more about how TentCraft’s rentals work.
Available Structures:
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Custom Truss Structures: Modular, tool-free, high-impact footprint ideal for large activations or experiential environments at both indoor and outdoor events
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Event Domes: Eye-catching, tool-free 20’x20’ geodesic domes engineered for unique brand experiences
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E-Series Frame Tents: Lightweight, tool-free durable tents with 10’x10’, 15’x15’, and 20’x20’ footprints
Program Features:
- Custom Branding and Design: Rent the structure, purchase your own printed canopies, wraps, and accessories for future reuse
- Nationwide Shipping: Coordinated logistics and optional on-site installation/dismantle service
- Built-In Sustainability: Reusable structures instead of producing single-use footprints
- Flexible Terms: Standard 30-day rentals with custom quotes for longer activations
- Expert Support: Every rental includes setup instructions and direct access to TentCraft’s in-house specialists
The Sustainability Advantage: Making It Better
Sustainability is no longer just a buzzword, it’s become a business requirement. Agencies and global brands are under growing pressure to demonstrate responsible event practices (reporting that 38% of RFPs now require sustainable solutions) (Agency Outlook, pg. 13). By renting premium hardware and reusing branded materials, event teams can:
- Reduce waste and carbon emissions associated with one-off builds
- Lower transportation and storage energy costs (and pollution)
- Reinforce their sustainability commitments with measurable results
TentCraft’s rental model aligns with our core mission: Make It Better.
Better events. Better products. Better service.
Case Study: Full Swing Goes Big at the PGA Show with a TentCraft Rental Activation
When Full Swing needed a bold, attention-grabbing setup for their booth at the PGA Show, they turned to TentCraft for a custom truss rental solution that combined scale, polish, and logistical ease.
Read the full Case Study here.
Conclusion: The Future of Event Infrastructure Includes Flexible Rental Options
TentCraft’s Rental Program gives event professionals the freedom to create premium, brand-aligned environments without the compromises associated with other rental programs.
From a weekend activation to a national tour, TentCraft Rentals are built for impact without unnecessary costs, storage, logistics, or waste.