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TOLA Expo Returns to Dallas

The third annual TOLA Expo is announced for May 3-4, 2023, at the World Trade Mart in Dallas, Texas.

2023 TOLA Expo Logo

TOLA Expo 2023, the third annual event, is announced for May 3-4, 2023, at the World Trade Mart in Dallas, Texas, located adjacent to the World Trade Center, where it was held last year. In the South-Central sales territory, most know the Texas, Oklahoma, Louisiana, and Arkansas region as TOLA.

Residential Integrators from all four states are invited to attend TOLA Expo, hosted jointly by Samsung Electronics and five premier firms: Bell & McCoy Integrated Solutions, Elite 3 Pro, The Lucas Sales Group, Momentum Marketing, and New Era Marketing.

The cooperative sales representative Expo brings together in the CI industry’s best brands, press, education, and regional integrator attendees. And this year, on May 2, 2023, the day before the opening of the TOLA Expo, there is a special by-invite-only VIP event for the local specifier community, including interior designers, builders, and architects. During this five-hour event, there will be exhibitor booth tours, CEU-accredited courses, and a cocktail party to close.

The 2023 TOLA Expo will host more than 80 exhibitor brands, more than 1200 dealer/integrator attendees, and 80-plus educational courses. It has grown and expanded substantially, adding more floor space, more exhibitors, expanded technology categories such as lighting and shading, and new educational courses. There will be a dedicated “dark room,” allowing video manufacturers to showcase their latest and greatest in the ideal environment.

The Dallas World Trade Mart has a lighting designer feel and is a destination spot for interior technology showrooms. It is also home to Samsung’s new experience center, which will be open during the TOLA Expo and showcasing the latest video technology, including Direct View LED.

TOLA Expo is more like a mini-trade show event, especially given the range in booth size options and show square footage. Many industry brand leaders will be exhibiting at the event, such as Crestron, AV Pro Edge, Lutron, Origin Acoustics, Control4, Epson, and Bowers & Wilkins, to just name a few.

Knowing that education is a key driver for salespeople, PMs, technicians, and business owners, free education courses will be offered throughout the Expo timeline at the Trade Mart’s world-class business center. There will also be a dedicated training space where Lutron will host various certification and training courses during that same week.

To learn more about the 2023 TOLA Expo and to register, visit