Dirk Moebes remembers the International Sign Association’s Sign Expo 2009 in Las Vegas, where the winning vehicle-wrapping competition prize was a shiny, new Ford pick-up truck. That may have been the only prize, he notes. “In the United States, there was this winner-takes-all mentality,” Moebes observes with a laugh. His vision was more inclusive.

At a wrap contest he coordinated for the Viscom show in Dusseldorf, Germany, later that same year, 48 car wrappers participated. Numerous prizes, valued at nearly €70,000, were made available to win—equipment such as printers, laminators, and cutters, recalls Moebes, who resides in Hannover, Germany. The flavor of the event definitely was “more German,” he admits, adding that people won cash, too: €1500 for first place; €1000 for second, and €500 for third. To keep even more show attendees engaged, software, vinyl, and tools also were given away.

As larger crowds gathered to watch wrappers battle, Moebes knew he was on to something special; exhibit organizers took note as well. Spreading the wealth worked. He was approached by ISA and FESPA, the global federation of national associations for the screen printing, digital printing, and textile printing community, which runs a global print exposition. Both associations wanted to partner with him, and business grew to the point where he was managing vehicle-wrap competitions and workshops at four to five trade shows per year. “I’ve traveled to almost every continent,” Moebes points out, “including Australia and Asia.”