VETgirlU is anything but a typical veterinary conference. Since 2018, this boutique annual gathering has sold out every single year, drawing up to 1,000 veterinary professionals who come for high-impact continuing education delivered in a format that actually feels fun. When VETgirl U came to Salt Lake City for its 2026 edition at the iconic Grand America Hotel, the event's team had a clear vision: an experience that matched the energy and personality of the VETgirl brand.
Modern Expo was there to bring it to life.
VETgirlU isn't a conventional conference. It's a community. One with a distinct, vibrant identity that the physical event needs to reflect at every turn. The challenge for our team was to go well beyond standard event setup and deliver a fully themed, Instagram-worthy environment that attendees would remember long after they went home. That meant creating immersive photo moments, a branded retail experience, a functional expo hall, and polished wayfinding. All within the elegant setting of the Grand America Hotel, and all cohesive with the VETgirl brand.
Our team came in with a full-service plan that touched every corner of the event space.
Themed Backdrop Areas
We designed and built two distinct, fully themed photo-op areas for attendees. The first was a mountain scene, complete with a custom backdrop and props that captured the rugged beauty of the Utah landscape. The second brought the desert to life, with a warm, sun-soaked aesthetic accented by custom props. Both areas were built to be visually striking and social-media ready, giving attendees a reason to stop, take a photo, and share the experience.
Utah Delicate Arch Photo-Op
The centerpiece of the event's experiential moments was our replica of Utah's iconic Delicate Arch, one of our most beloved signature builds. The full-scale replica was surrounded by lush artificial plants and greenery, creating a natural, inviting atmosphere right in the middle of the conference space. It was a nod to the local setting that resonated with attendees from across the country and served as one of the most photographed spots at the entire event.
Custom Swag Store
VETgirlU needed a retail moment, and we delivered. Our team built a custom swag store using our modular counter system, wrapped in branded graphics that matched the event's look and feel. Surrounding the counter, we incorporated tables and custom pallet walls designed specifically for hanging and displaying merchandise, creating a clean, organized, and visually engaging retail environment that made shopping part of the experience.
Expo Hall Foundation
Before any of the custom elements could shine, the expo hall needed a solid foundation. Our crew installed the full pipe and drape infrastructure to define the exhibit space and create a polished backdrop for all exhibitors. We also furnished the hall with the furniture needed to give the space comfort and flow, setting up each exhibitor for success.
Custom Signage and Wayfinding
Our graphics team produced a complete suite of custom signage for the event, covering registration, directional signs, and area designations throughout the venue. Every piece was designed to be on-brand and easy to read, ensuring that attendees could navigate the conference confidently from the moment they arrived.
When VETgirlU opened its doors at the Grand America Hotel, attendees walked into an environment that felt intentional at every level. The mountain and desert backdrop areas drew lines of attendees waiting to snap a photo. The Delicate Arch replica became a landmark moment at the heart of the show floor. The swag store hummed with activity. And the expo hall ran smoothly, anchored by the infrastructure our team had laid.From immersive theming to functional setup to polished branding, Modern Expo delivered a complete event environment that matched the energy and spirit of VETgirl U. This is exactly the kind of event we love — one where creativity, logistics, and community all come together in the same room.
