CASE STUDY: Pattern's Accelerate 2026 Ecommerce Summit
Same venue. A whole new Accelerate.
OUR GOAL:
Be the partner our client can count on - year after year.
Client:
B2 Events
Location:
Salt Palace Convention Center, Salt Lake City, Utah
Event:
The Accelerate Ecommerce Summit by Pattern
Products & Services Used:
Event Branding
SEG
Large Format Graphics
Vinyl – Pressure Sensitive Adhesive (PSA)
Glass Graphics
SustainaBoard
Technical design
Graphic layout
Project Management
Installation
The doors open, and for a second there is only the scale of it: fabric rising stories overhead, color running unbroken from the escalators to the glass railings to building columns and circular hanging signs. Five hundred ecommerce leaders walk into the Salt Palace Convention Center, and, before anyone says a word, they know exactly where they are.
It is the same building Pattern’s Accelerate has used for four years running. It is not the same experience. That tension, a familiar venue engineered to feel brand new every single year, is the whole story of how B2 Events and Moss, a Vomela Company, work together.
A Shorthand Built Over Four Years
Accelerate evolves annually. The logo stays recognizable; almost everything around it changes. Each year, B2 Events asks Moss to transform the same convention center into a distinct Accelerate world, and each year, the two teams start further ahead than the last. Project Manager Dain Scadlock and the core Moss team have worked at this venue and this client long enough to know the building’s quirks, B2’s standards, and each other’s instincts. That history has built a shorthand with B2 Events Producer Marilyn Bruning and her team, one that shows up as speed, not shortcuts.
“There’s a shorthand that comes from having the consistency of Dain and the team year after year. It allows us to move quickly. They’re always responsive, no matter the hour. They think outside the box and collaborate with us to find the best way to bring an idea to life.”
– Marilyn Bruning, Producer, B2 Events
The efficiencies are concrete: established templates, streamlined artwork uploads, documented finishes and materials, print samples, progress photography, production checkpoints. None of them are glamorous. All of it is why the creative gets more ambitious every year instead of being more cautious. The teams spend less time relearning the process and more time pushing the experience further.
An Extension of the B2 Events Team
Moss’s job was never to define Marilyn’s vision. It is to understand it, protect it, and help her team realize it at the scale of Accelerate demands.
That work starts months before the doors open, during the annual site survey, when B2 Events and Moss walk the Salt Palace together, seeing a familiar building through the lens of new creative. Because Dain and Moss’s technical and installation teams already know the venue, they can spot constraints and real opportunities while ideas are still just sketching.
There is room in that room to ask, “What if?” And there is enough technical knowledge in it to answer, here is how.
Dain sits at the point where B2’s creative vision meets Moss’s technical design and production capability, translating intent into something that can actually be manufactured, shipped, and installed, without losing whatever made the idea worth pursuing in the first place.
Making Every Inch Feel Like Accelerate
The scale is substantial. A 109-foot-wide, 50-foot-tall fabric installation, more than 5,000 square feet of it, creates one of the defining visual moments in the building. Hanging fabric structures carry the brand overhead. Nearly 4,000 feet of adhesive graphics transform escalators, elevators, and architectural surfaces most venues would leave bare.
Columns become branded landmarks. Glass railings become canvases. Wayfinding, stage maps, dimensional elements, and rigid graphics carry the story from one space into the next: SEGs with BarrierTex, vinyl and glass, SustainaBoard totems, dimensional structures, architectural graphics. Each material has its own production logic, and none of it is meant to show.
Color must hold true from fabric to vinyl to rigid substrate. Graphics have to align across surfaces that were never designed to match. Every element has to be ready the moment the doors open. And every material choice, including SustainaBoard, the PVC-free gaskets on the SEG systems, reflects Moss’s broader commitment to sustainable production, not just visual impact.
The goal was never to fill the Salt Palace with signage. It was to make the Salt Palace disappear into the brand.
What Four Years of Trust Builds
“Every year the brief gets more ambitious, and every year we know the venue a little better, so we can say yes to more of it. That’s the payoff of doing this together for four years of running.”
– Dain Scadlock, Project Manager, Moss
You Have Arrived at Accelerate
When 500 guests walk through those doors, they are not thinking about substrates, color management, engineering tolerances, or install schedules. They experience the whole: a crafted environment of fabric, dimensional elements, architectural graphics, and color, all speaking one visual language.
They know they have arrived at Accelerate.
That is the distinction between an immersive brand experience and a collection of graphics. The creative holds together at every scale, from the fabric installation overhead to the directional graphic pointing to a guest toward their next session. Behind that apparent effortlessness is a partnership built on consistency, responsiveness, and trust.
“What sets the team apart is their willingness to go above and beyond. They’re true team players who view the success of the entire event as a shared goal. We don’t just value them for their skill and quality production. We value them as partners we trust implicitly and people we genuinely enjoy collaborating with.”
-Marilyn Bruning, Producer, B2 Events
Four years in, the Salt Palace is still the Salt Palace. The Accelerate logo is still the Accelerate logo. But the vision keeps moving, and B2 Events and Moss keep building the room to chase it further.