Trade shows are a cacophony of chaos. Music blares from every direction. Screens spew a blur of images. Conversations create a constant clamor. Aromas assault the olfactory senses. People invade your personal space. From multimedia presentations to dizzying product displays to well-meaning staffers trying to capture your attention, everything screams, “SEE, HEAR, TASTE, SMELL, TOUCH — ME — ME — ME!”

For most attendees, trade shows are an exciting experience. But for the 15 to 20 percent of the global population who are neurodivergent — and the millions more with disabilities impacted by sensory overload — this scene can be more than just daunting; it can be a barrier.

As organizers rush to create immersive and engaging events, it's easy to overlook accessibility. While most event planners readily accommodate physical challenges, such as those related to mobility, sight, and hearing, less obvious barriers associated with hidden disabilities and neurodivergent populations often go unnoticed and therefore, needs are unmet. The solution? Quiet rooms.

As part of a larger event, quiet spaces (aka, sensory zones) are designated areas where sensory stimuli are kept to the bare minimum or tools are provided to limit overload. As a respite amid the uproar, quiet rooms not only remove or limit barriers for the neurodivergent, but also provide a haven for anyone who needs a reprieve. What's more, quiet-space benefits extend far beyond accessibility, as they can enhance the attendee experience and reinforce your image as a diversity-focused organization. So what is a quiet room, and how might you integrate one into your conference or event?

EXHIBITOR tapped a bevy of sources who've been there and adapted that, creating quiet rooms in a host of settings, from corporate offices and art museums to conferences and other events. As an informal Aussie collective of sorts, Byron Preston (Dharma Events), Pia Robinson, (TheCultureCrusader) Kayt McGeary (lived experience social entrepreneur), and Daniel Dougherty (Jigsaw Australia) offer the following insights about why and how to implement a sensory safety zone into your corporate event.

Understanding Neurodiversity and Hidden Disabilities
Neurodiversity describes variations in the human experience regarding how we think, learn, and behave. Those who identify as neurodivergent might have conditions such as autism spectrum disorder, attention-deficit hyperactivity disorder (ADHD), Down syndrome, dyslexia, sensory processing disorders, or mental health conditions.

Hidden disabilities are physical, mental, or neurological conditions that are often nonapparent but impact things like an individual's movements, senses, and health. They include Crohn's disease, diabetes, epilepsy, long COVID, narcolepsy, migraines, stuttering, and more.

Any of these conditions can have a profound effect on an individual's daily life — including their experiences at trade shows and corporate events. Seemingly simple things such as conversing with strangers, navigating new venues, reading wayfinding signage, and walking the show floor can be challenging or even insurmountable tasks. But to make matters worse, most event organizers are oblivious to these challenges. And that's a shame for myriad reasons.

First, human decency should prompt the industry to deliver an accessible and inclusive experience. Full stop. Second, as shown in the aforementioned list of conditions, which didn't even scratch the surface, the number of people impacted by neurodivergency and hidden disabilities is staggering. The point is, while precise metrics are hard to come by, any event audience no doubt has a large percentage of individuals whose needs often go unmet and whose experience could be significantly improved with a few accommodations.

Sensory Space Basics
During quiet space is a calming environment free from excessive noise and distractions that enables individuals to concentrate, relax, or engage in introspection. However, quiet spaces aren't sensory-free zones.

“Not all sensory rooms are silent or completely void of all stimuli,” says Byron Preston, director at Dharma Events, a Brisbane-based event management company. “For example, our quiet room at Social Enterprise World Forum featured a meditative YouTube video projected onto the wall with a soothing background soundtrack.”

Preston notes that individuals experience sensory-processing sensitivities in their own way, so a quiet room will not perfectly accommodate everyone's needs. Rather, the goal is to turn down the larger event's sensory volume and offer controlled stimuli.

Generally speaking, a conference-hosted quiet room should feature dimmed lighting, muted neutral colors, soothing background sounds, comfortable seating such as bean bags, and things like natural light, plants, water features, and natural materials. Quiet spaces might include tools such as eye masks, noise-canceling headphones, or comfortable throws. Quiet, self-regulating activities, such as coloring and puzzles, are apropos for these areas.

Conversely, phone calls, laptop use, or networking should not be permitted in a quiet room. A sensory zone provides an area to relax; it's not a business zone for catching up on work or meeting with clients.

The difference between traditional event elements and quiet spaces is typically the intent, design, and communications and stipulations around the space. That is, simply calling an area a quiet zone doesn't make it so. Rather, a sensory zone should be designed to reduce or provide control of stimuli such as lights, sounds, videos, colors, and smells. It should have an established intention, and its existence should be communicated to attendees. After all, a sensory-limited space does nothing for attendees if they don't know it exists.

How To Create a Quiet Room
Now that you know what a quiet room is and why you might want to add one to your event, let's take a look at how you might go about creating it.

▶ Enlist Lived-Experience Voices in the Design — Developing a quiet space is about creating an environment that genuinely supports attendees' needs for relaxation, focus, and introspection. The best people to advise on this design are individuals with lived experience. In Australia, you can often gain access to these individuals via organizations such as GetAboutAble, Australian Spatial Analytics, and Jigsaw Australia. U.S. counterparts include The Neu Project, KultureCity, and the Star Institute, as well as organizations serving those with related conditions such as autism, epilepsy, PTSD, and anxiety.

Sources suggest you collaborate with these consultants early to identify the features and amenities that would be most beneficial given your space and intentions. Options include everything from sensory-friendly lighting and calming colors to providing sensory tools. Some agencies can train event staff and volunteers to ensure they understand the importance of the quiet space and how to support its use.

▶ Select a Proper Location — Each show and venue is unique, so there's no hard-and-fast rule for situating this experience. That said, to minimize sensory stimuli, the quiet space should be positioned in a less-congested area that's also conveniently located, physically accessible, and easy to find.

▶ Establish and Publicize Guidelines — Determine what activities are prohibited within your quiet space (e.g., use of mobile phones and laptops, loud voices, sound-producing devices, aromatic foods, etc.) and then publicize and enforce the rules. Consider posting a list of guidelines outside the quiet zone and then stationing a staffer within the space who can politely ensure guidelines are followed.

▶ Promote the Space — A quiet space is just another room unless people know it exists. Promote your sensory room, including location, hours, and deliverables, prior to and during the event. Some events provide virtual tours as part of their show promotions, which can generate awareness for the space and help attendees determine if the zone will address their needs. Also provide directional signage to the environment, include its location on all show-related maps and guides, and ensure the space is adequately marked to promote easy identification.

▶ Train (and Potentially Hire) Staff — A critical component of an effective quiet room is staff training. Everyone involved with the attendee experience should be aware of the quiet room's purpose and how to assist attendees who may require access or support while using the space. Sources suggest you seek out staff who have personal experience with nonvisible disabilities, as they can bring a unique perspective and empathetic support to the experience.

▶ Gather Feedback and Adjust as Needed — As with any marketing endeavor, long-term success hinges on your ability to gather feedback from participants and continuously work to adjust and improve the space for future events.

Quiet rooms aren't just thoughtful additions. They're a crucial step toward inclusivity and accessibility. They provide relief for those with neurodivergent and hidden disabilities while enhancing the overall attendee experience, promoting engagement and focus. As the industry continues to evolve, prioritizing sensory-friendly initiatives not only reflects a commitment to engaging diverse populations, but elevates the quality and reputation of the trade show and corporate event industry as a whole. E