Decoding Temporary Structures: A Marketer’s Cheat Sheet

Let’s be honest—when someone starts talking about trusses, purlins, and bookends in the context of temporary structures, most marketers nod along while secretly hoping no one asks them to explain what any of that means.

Feeling cloudy about temporary structure terms? We’ve got you.

Temporary structures are an essential part of brand activations, events, and experiences. Whether you’re setting up a VIP chalet at a major festival or a custom pop-up for product demos, knowing the lingo can help you communicate better with your build team and avoid costly missteps.

So, here’s a no-jargon-needed guide to the terms you actually need to know.

The Bones of the Build

Think of these as the skeleton of your temporary structure—the elements that hold everything together.

• Truss – These are beams or a series of connected beams that form the framework. If your structure were a body, trusses would be the bones, providing strength and shape.

• Column – The vertical supports. Basically, the “legs” that keep your structure standing tall.

• Baseplate – This is where your column meets the ground or platform. A baseplate is a secured connection plate that keeps everything stable. Think of it like a well-anchored foot.

• Apex – The highest point of your structure—literally the peak of the roof. A well-designed apex gives your structure both stability and visual appeal.

• Purlin – A horizontal support that runs between roof beams or rafters. It helps distribute weight and prevents your roof from sagging.

Keeping It All in Place

Even the most well-designed structure won’t last long without solid anchors and tension systems. Here’s how to keep things secure:

• Anchor – Anything used to keep your structure from moving. This could be stakes, weights, or even giant water barrels. If it’s keeping your setup from flying away in the wind, it’s an anchor.

• Buckle – A simple mechanism that helps keep small straps tight. Think of it like the belt on your pants—if its loose, things start to fall apart.

• Tensioner – Various tools and mechanisms used to tighten roof sails. Proper tension ensures your structure doesn’t flap in the wind or collect water on rainy days.

Finishing Touches

Once your structure is secure, it’s time to focus on the elements that make it functional and inviting.

• Chalet – A small, enclosed temporary structure, often used for VIP spaces, lounges, or event headquarters. It’s the cooler, more stylish cousin of a standard tent.

• Bookend – A slang term for a Premier Bracket. These are used to secure and stabilize different structural elements. If you hear a builder say, “We need a bookend over here,” they’re talking about reinforcement.

Why This Matters

Understanding these terms doesn’t just help you sound like you know what you’re talking about—it helps you:

• Communicate clearly with your event team – No more miscommunications that lead to delays.

• Plan smarter – Knowing how structures work helps you make informed decisions on design, placement, and budget.

• Ensure safety – A well-anchored, properly tensioned structure isn’t just more durable—it’s also safer for guests.

Next time you’re at an event site walk-through, you won’t just be nodding along—you’ll be leading the conversation. 

Got more structure-related questions? Let’s chat!