ProBrew reaped numerous benefits by investing in a Virtual Reality experience for this trade show rather than follow suit with the rest of the booth hosts. A common practice among brewers at the convention was shipping incredibly large and expensive brewing machines to the show. Though costs of transportation, potential damages, and labor are all very high, hosts have established it as somewhat of a trade show tradition. Thanks to Foundry 45, ProBrew was able to shed the burden of this cumbersome practice, and use a new medium of communication to bring their equipment to life in the middle of the trade show floor. The experience not only allowed ProBrew to engage each visitor at the show in a unique way, but also in a much more price and labor efficient manner. After covering the cost of purchasing their own VR equipment and application, they can show the same application at several different trade shows without continual investment. In comparison, shipping their large brewing technology around the country will cost money at every step. Now ProBrew is able to provide engaging booth experiences at numerous events without those costs, realizing the full potential of VR technology. If you see ProBrew at an upcoming trade show event, know something special is brewing!