the December 2008 Issue in PDF Format - Trade Show Executive

News, Views and Tools for Trade Show and Event Executives December 2008
Mike
Cooke
Global
Mogul
SPECIAL REPORT
Industry Pundits
Debate Impact of
New Administration
COMPENSATION
How Much Will
You Earn in 2009?
2121 Palomar Airport Rd, # 220
Carlsbad, CA 92011
Address Service Requested
TECH TREK
How Show Managers
Are Reaching Out to
‘Generation Next’
NEW YEAR’S
RESOLUTIONS
Retool Your Events
With These 20 Tips
www.TradeShowExecutive.com

The power behind their points.
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TM
Cover Story
56
December 2008
VOLUME 9 NUMBER 12
Power Lunch with
Mike Cooke
Global mogul Mike Cooke took
the helm of dmg world media in
1997. Here’s how he refocused the
company, acquired more than 60
companies and grew revenues to
more than $300 million.
Photo Credit: Sherry Tesler
Feature
76 Trade Show Executive’s
Compensation 2009
Less than 60% of show organizers will
earn their full bonus in 2008. What
can you expect in 2009? Here is what
your bosses and H.R. managers told
Trade Show Executive about future
increases, bonuses and benefits.
Special Report
38 How Will the New
Administration’s Policies
Affect Trade Shows?
Industry experts weigh in on the
changes that will impact the exposition
industry – some good and some
detrimental.
76
56
38
Tech Trek
46 From One Generation to the Next
As show organizers look ahead to the
next generation of attendees, they are
learning how to market to Generation
Next.
Trade Show Executive, The Gold Standard
Winner of:
2005
• GRAND AWARD, Best Writing
• Best How-To Writing
• Best Interviews
& Personal Profiles
• Most Improved Magazines
& Journals
• GRAND AWARD, Best Writing
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• Best How-To Writing
• Best Design
• Best Cover
• Best News Writing
• Best Feature Writing
• Best How-To Writing
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• Most Improved Magazine
• GRAND AWARD, Best
Design & Illustration
• Best Column
• Best Feature Series Writing
• Best How-To Writing
• Best Cover
© 2008 Trade Show Executive, Inc. All rights reserved. Contents may not be reproduced, stored in a retrieval system or transmitted in any form or by any means without the written permission of the publisher.
4 December 2008 Trade Show Executive www.TradeShowExecutive.com

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Contents
December 2008
Member of:
TM
Feature
82 New Year’s Resolutions 2009
Now is the time to retool, reshape or
reinvent your show to capitalize on the
new order of business in 2009. Here
are 20 tips to jumpstart the process.
10 News
• Las Vegas Voters Support
Big Hike in Bed Tax. Will it
Come to Fruition?
• New SISO Leadership is
Developing New Business
Model
• BPA and Nielsen Team Up to
update Website Auditing
• Operating Profits Grow 41%
for dmg world media
• Reno-Sparks Convention
Center Completed Sky Bridge
20 Trending & Spending
The Battered Economy Will Take
its Toll on Trade Shows in 2009
26 Forecast 2009
Volatile Areas to Watch
29 Trend Watch
AIG’s Cancelation of 160
Meetings Shocks Events Industry
32 News Followup
The Financial Crisis Casts
Shadow Over Auto Shows
52 Technology
New Mobile Alert Service
at Oracle’s OpenWorld Provided
Instantaneous Communication,
Promotion and Evaluation
62 Convention Center Design
Better Design Ideas Emerge
When You Evaluate the Entire
Convention Experience from the
Attendee Perspective
68 Events
World Leaders Gather at
Harvard Club for Global
Investment Forum
70 Flashes from the Field
Highlights of News from Around
the World
72 Special Report:
Part VI of a Ten-Part
Series on Building
Attendance
How WINDPOWER Grew
Attendance by 90%
88 ZOOM
Trade Show Executive’s
Trade Show Locator Features
the Most Important Shows
Scheduled in February 2009
100 TSE’s Crossword Puzzle
How Well Do You Know
Trade Show Trivia? Outsmart
Your Colleagues and Win
Prizes Valued at Over $500.
102 Industry Events
105 People in the News
105 Index to Advertisers
106 Parting Shots
Change of Address and New Subscriptions:
Edwin Blanco, Circulation Manager, Trade Show Executive magazine,
P.O. Box 16435, North Hollywood, CA 91615. • Phone: (818) 286-3152 • Toll-Free Fax: (877) 483-8912.
E-mail: subscribe@tradeshowexecutive.com.
Subscriptions are free to qualified show management executives who fit the criteria and sign a qualification
card annually. All others may purchase an annual subscription for $99. ($129 in Canada and Mexico; $149
overseas.) Single copies: $14.95 per issue; TSE’s directory of the World’s Top Convention Centers is $99.00;
TSE’s directory of the Gold 100 trade shows is $159.00.
EDITORIAL & PUBLISHING HEADQUARTERS:
Trade Show Executive magazine, 2121 Palomar Airport Rd.,
Suite 220, Carlsbad, CA 92011.
Tel.: (760) 929-9666. Fax: (877) 483-8912.
EDITORIAL & RESEARCH
Vice president/Publisher & Editor:
Darlene Gudea (760) 929-9666
darlenegudea@tradeshowexecutive.com
Editor-at-large:
Carol Andrews (562) 505-7903
carolandrews@tradeshowexecutive.com
Senior Editor:
Hil Anderson (760) 929-9615
handerson@tradeshowexecutive.com
Senior Editor, News & Directories:
Renee Di Iulio (310) 939-0197
reneediiulio@tradeshowexecutive.com
News Editor:
Sandi Cain (949) 497-2680
sandicain@tradeshowexecutive.com
Chief Economist:
Frank Chow (760) 929-9666
frankchow@tradeshowexecutive.com
Assistant Editor:
Nicole Burnes (760) 929-9604
nburnes@tradeshowexecutive.com
Managing Editor, ZOOM, The Trade Show Locator:
Vince Battaglia(702) 839-8181
vince@thetradeshowcalendar.com
Columnists:
Bob Dallmeyer (323) 934-8300
bdallmeyer@tradeshowexecutive.com
Raúl de la Cerda, Editor in Chief,
másexpos magazine, editorial@nuestromundogm.com
SALES & MARKETING
Vice President/associate Publisher:
Irene Sperling (818) 990-1080
irenesperling@tradeshowexecutive.com
Advertising manager:
Linda Braue (310) 792-6081
lindabraue@tradeshowexecutive.com
Advertising manager, Latin America:
Rafael Hernández +52 (55) 2455-3545 Ext. 117
rafa.hernandezg@nuestromundogm.com
Director of events:
Diane Bjorklund (630) 312-8915
dbjorklund@tradeshowexecutive.com
Art Director & Production Manager:
Tony MacAllister (760) 929-9564
tmacallister@tradeshowexecutive.com
technology & design manager:
Ricky Bello (312) 617-8675
rbello@tradeshowexecutive.com
BOARD OF DIRECTORS:
Rick Simon, Chairman of the Board
Mark Feldman, President
Joan Feldman, Vice President
Darlene Gudea, Vice President
6 December 2008 Trade Show Executive www.TradeShowExecutive.com

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www.TradeShowExecutive.com Trade Show Executive December 2008 9

News
Las Vegas Voters Support Bed-Tax Boost;
No Proposal from State Legislature Yet
By Hil Anderson, senior editor
Las Vegas, NV – An advisory vote passed
by Clark County voters on November
4 did not mean that the Las Vegas hotel
room tax would be increased, but it did
open the door for such a move in the near
future.
The ballot question was posed to gauge
public sentiment on the tricky question
of raising the tax at a time when Nevada
is facing declining tax revenues and the
vital tourism trade has been wobbled by a
combination of high air-travel costs and an
overall downturn in the U.S. economy.
The Nevada Department of Taxation
reported on November 25 that statewide
sales tax revenues fell 5.2% in September
compared to September 2007 with
accommodations tax revenues off 2.7%.
Bar and restaurant tax revenues fell 19.6%.
The Las Vegas Convention and
Visitors Authority (LVCVA) said
the number of visitors to the city in
September, the most recent statistics
available, was 2.5% below September 2007
while convention attendance was down
3.9%.
Public sentiment appeared to indeed
support bumping up the room tax rate.
More than 66% of county voters voted
“yes” on the idea compared to just over
33% who voted “no.”
If the room tax is to be increased, it
will have to be passed in the form of a bill
by the state legislature. Although no such
bill had been formally proposed, Governor
Jim Gibbons called a special session of
the Legislature to address the budget on
December 8-9. Updates will be available
on the Trade Show Executive website as they
occur.
The LVCVA told Trade Show Executive
it had no comment on the vote and that
the question was “in the hands of the State
Legislature.”
Trade Show Organizers Oppose Tax Hike
Sources within the trade show
industry said some leading organizers
were discussing a potential response to
any proposed tax increase that might be
proposed in the capital.
November’s ballot measure, which
was pushed by the state teachers union,
suggested an increase of no more than 3%
that would take effect next July and would
be used for the first two years to fund
public education.
The proposal for the state tax hike
was informal but detailed enough to
specify that it would not place any limits
on room taxes levied by city and county
governments, but would also not apply to
cities such as Reno where the sum total of
room taxes is already greater than 13%.
More Harm than Good?
Advocates for a tax hike pitched the
idea as a source of necessary revenue
for public education that would not have
any financial impact on the average Clark
County resident.
Opponents countered that was not
exactly true. The argument against a tax
hike said an increase in costs to visitors
would harm tourism at a time when the
region’s unemployment rate reached 1994
levels.
The ballot analysis of the hypothetical
tax said that a 3% hike based on an average
room rate of $117.12 per night would
work out to $3.51 per night. [Read more at
www.tradeshowexecutive.com]
Reach Rossi Ralenkotter, president and
CEO of the LVCVA, at (702) 892-2800 or
rralenkotter@lvcva.com
New Leadership at
SISO Developing
New Business Model
By Hil Anderson, senior editor
Santa Monica, CA – The new management
of the Society of Independent Show
Organizers (SISO) is working on some
potential changes to its popular CEO
Summit held each Spring and is also
reaching out to U.S. universities and
international trade show associations.
Britton Jones, president and CEO
of Business Journals, Inc. and the
2008-2009 chairman of SISO, said that
the developments were part of a “reevaluation”
of the organization that
coincides with its management being
turned over to Shomex Productions this
year after The Rebedeau Group’s 11-year
tenure ends.
“The re-evaluation process has
enabled us to develop and implement
new strategies that we are confident will
increase membership, provide greater
member benefits and maintain our
financial strength,” Jones said.
“We are about to go through a
systematic review of our membership
procurement efforts and launch a much
more focused and targeted approach to
identifying new prospects and recruiting
new members,” Jones noted.
The SISO board of directors recently
formed an executive committee to look
into changes in the CEO Summit business
model. The process includes analyzing
the cost of the event, the educational
content and attendance. “We also began
the process of analyzing our current
sponsor relationships to determine if
Lew Shomer
Britton Jones
Continued on page 12
10 December 2008 Trade Show Executive www.TradeShowExecutive.com

www.TradeShowExecutive.com Trade Show Executive December 2008 11

News
Continued from page 10
there is a window of opportunity for us
to strengthen these relationships,” Jones
said.
The 2009 CEO Summit will be held
March 29 to April 1 at the Grand Del
Mar in San Diego with an educational
program focusing on the turmoil in the
world economy.
As U.S. show organizers expand their
operations overseas, the organization
is also seeking to strengthen its ties
with its European counterpart UFI, the
Global Association of the Exhibition
Industry, and the China Expo Forum for
International Cooperation (CEFCO).
SISO is also working on:
• A case study to be disseminated to
universities that demonstrates the
value of trade shows as part of a
modern marketing program. The
goal is to encourage schools to make
exhibitions a part of their marketing
curriculum.
• Revamping the SISO website. A
number of companies responded
prior to the mid-November deadline
for RFP submissions.
• Developing programs to attract new
members.
• Updating SISO’s database of member
companies, particularly their roster
of shows and attendance figures. The
information will be used to illustrate
the buying power of trade show
organizers and strengthen SISO’s
hand in negotiating future events.
• Negotiating an alliance with UFI that
mutually benefits both organizations
in the global marketplace.
• Renewing an agreement with CEFCO
that will support SISO activities in
the U.S. and CEFCO in China. SISO
believes the agreement will assist U.S.
organizers who are launching shows
in China.
Reach Britton Jones at (203) 663-7837
or brittonj@busjour.com; Lew Shomer,
president, Showmex Productions, at (310)
450-8831 or lshomer@shomex.com
BPA Teams With Nielsen to Update
Website Auditing
By Hil Anderson, senior editor
Shelton, CT – BPA Worldwide and Nielsen
Online began Beta testing a system on
September 8 that will provide media
companies with audited reports on their
websites in nearly real time.
The service will be bundled together
with the print and event auditing services
offered by BPA to give trade show
organizers a complete picture of the
popularity of their event websites and the
potential return on investment (ROI) for
their advertisers and exhibitors.
“We are seeing more and more
organizers in the events business with
branded websites that have content
offered on a 365-day program rather than
just being a destination to register and
book hotel rooms,” said Glenn Hansen,
president and CEO of BPA. “We see the
opportunity for the organizer in building
a community that has a relationship going
with its customers year round.”
Standardized Software Parameters
BPA is standardizing Nielsen’s
SiteCensus software so that traffic on every
website is measured in exactly the same way.
The system relies on Javascript digital
“tags” that are embedded in each page
of the website and activated whenever
someone calls up that particular page. BPA
will ensure that the tags are in place and
embedded in the same spot on every page.
“Someone has to make sure the
tags are there so that there is no undercounting,
and that there are not too
many tags on a page so there is no
over-counting,” Hansen explained. “The
tag also has to be in the right place so
it triggers at a particular moment in the
display of the page.”
For example, if a tag is placed at the
bottom of the page, it will not register a
visit until the entire page is downloaded.
But a tag at the “top” will register the
moment the download begins, even if
the user navigates off to some other page
before the ad on the page is displayed.
The service will yield a detailed traffic
analysis that acts as an agreed-upon
benchmark for not only advertisers but
also key exhibitors who will see the interest
in the show’s website as a reflection of the
popularity and importance of the show
itself.
In-house Benefits as Well
The system measures about a halfdozen
common metrics, Hansen said,
including who is visiting, how long they are
poking around and what kinds of materials
they access.
On an unlimited basis BPA provides
members access to nearly real-time data
that includes page impressions, unique
browsers, user session and page duration,
and executive summaries of the above.
The ability to select by specific site, market
sector or country of origin of traffic also
exists. Members may print or download
website traffic information based on daily,
weekly, monthly or historical reports, and
may forward the traffic data directly to
sales staff or prospective advertisers.
BPA will not produce individual
reports for the online data but will provide
top-line web data integration into a brand’s
BPA circulation or attendance data.
Nielsen and BPA will also work together to
collect qualitative survey data from website
users for more robust measurement and
demographics by site and market sector.
“The beta is to figure out what is too
much information and what is useful and
relative,” Hansen said. “We know it (the
software) works fine. It is looking at it
from more of a workflow point of view.”
The new service will be tested
voluntarily through the end of the year
with BPA member companies that are
already auditing their print products. Full
rollout for the BPA membership will take
place in January 2009.
Reach Glenn Hansen at (203) 447-
2800 or ghansen@bpaw.com
Continued on page 14
12 December 2008 Trade Show Executive www.TradeShowExecutive.com

More than 700,000 square feet of space.
Countless ways to confi gure it.
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www.TradeShowExecutive.com Trade Show Executive December 2008 13

News
Continued from page 12
dmg world media Grows 41% in Operating Profit
By Hil Anderson, senior editor
London, England – The 2008 fiscal year
ending September 28 was a good one
for dmg world media, which reported
a 23% boost in revenues and a 41%
increase in operating profit.
The operating margin for dmg world
media, a division of Daily Mail and
General Trust plc (DMGT), grew 19%
during a year as a worldwide recession
gathered steam. The events experienced
by financial markets and
institutions in September had no
material impact on the year’s results,
DMGT reported.
The company announced that dmg
world media revenues increased from
£164 million (around $242 million)
in 2007 to £202 million (about $298
million) in 2008. Operating profits
jumped from £27 million (about $40
million) to £38 million (about $56
million) in the same period.
On a “like for like” basis underlying
revenues increased 2% and operating
profit was up 8%.
Business Expected to Remain Strong in
2009 Despite Challenges
Martin Morgan, chief executive of
DMGT, told analysts in London on
November 20 that dmg’s exhibitions
business would remain firm overall in
2009 despite some challenges. “We are
seeing some weakness in certain markets,
which is not surprising,” Morgan said.
“When you have the leading show and
the show is essential to a sector, then the
weakness is relatively modest.”
GLM and Energy Shows Were
Main Drivers of Growth
Morgan cited energy industry
events in the Middle East and the 2007
acquisition of the remaining assets of
George Little Management as boosting
dmg’s bottom line in 2008.
Profits from dmg world media’s
Oil and Gas portfolio increased
substantially, driven by the largest shows,
the biennial Global Petroleum Show and
Striking Oil. Revenue and profits within dmg’s Oil and Gas portfolio swelled due to strong shows such as
the Global Petroleum Show 2008, which grew 35% in size from the previous event.
the now annual Gastech, which grew
35% and 52%, respectively, from the
previous shows. The Dubai sector,
comprising construction, interior design
and hospitality shows, reported a 15%
increase in revenues, but a 1% decline in
profits due to investment in people and
infrastructure.
The B-to-R (Business-to-Retail)
division grew significantly following
the acquisition of the remaining 51%
interest of George Little Management in
October 2007. B-to-R’s revenues more
than doubled and profit grew 93%.
The company sold its North
American home show portfolio in July
for $53 million (See Trade Show Executive,
August 2008), not enough to salvage
the year for the Business-to-Consumer
segment. The division saw profits down
£5 million (about $7.4 million). The
company described its remaining B-to-C
operations as “non-core” and driven by
the Ideal Home Show, which was being
overhauled.
While some falloff in exhibition
attendance due to the economic
slowdown was anticipated during the
new fiscal year, Morgan said it was not
expected to be a long-term slump. “A lot
of these shows are very resilient,” he said.
Stronger Dollar Will Bring Higher
Profits to dmg world media
The average exchange rate of the
British sterling to the U.S. dollar was
unchanged over the financial
year. Morgan noted that dmg world
media’s B-to-B divisions will benefit
from the strengthening U.S. dollar.
With each five-cent rise in the average
sterling-to-dollar exchange rate, fullyear
profits are estimated to improve
by approximately £4 million (about $6
million).
Speaking for all of DMGT, Morgan
told the analysts that the company
would continue to look for strategic
acquisitions, although management
would be very selective and unlikely to
pursue any blockbuster deals.
Reach Mike Cooke, CEO, dmg world
media, at (415) 464-8500 or mikecooke@
dmgworldmedia.com
Continued on page 16
14 December 2008 Trade Show Executive www.TradeShowExecutive.com

Listen.
Design.
Create.
Experience
TRADE SHOWS | CUSTOM EXHIBITS | EVENTS
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www.TradeShowExecutive.com Trade Show Executive December 2008 15

News
Continued fromo page 14
Reno’s Bridge to Somewhere Completed
By Hil Anderson, senior editor
Reno, NV – A covered walkway
bridge that connects the Reno-
Sparks Convention Center and
the nearby Atlantis Casino Resort
was completed in November and
promises to become one of the
busiest bridges in the city.
The 650-foot Reno-Sparks
Convention Center-Atlantis
Sky Bridge crosses Peckham
Lane and allows attendees to
walk between the hotel and the
convention center in climatecontrolled
comfort. The bridge
is no ordinary walkway, either.
It has marble floors, carpeting
woven in Ireland and a great view
of the Sierra Nevada foothills.
The bridge will also make
it more convenient for
show organizers to link the
convention center with the
47,000 square feet of flexible
meeting space offered at the
Atlantis, which picked up
the $12.5 million tab for the
project.
The casino’s Grand
Ballroom, which measures
14,500 square feet, received
a “Hospy” award this Fall
from NEWH, the Hospitality
Industry Network, in the Best
Ballroom and Convention
Space Design category.
Reach Phil D’Amico,
executive director of sales, at
(775) 827-7600 or pdamico@
rscva.org
Bridging the Gap. The newly completed sky bridge (above) connects the
Reno-Sparks Convention Center and Atlantis Casino Resort.
16 December 2008 Trade Show Executive www.TradeShowExecutive.com

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WHAT DO YOU
Since 1976, CompuSystems has been a full-service registration and lead retrieval provider for the
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We service more Gold 100 and Tradeshow Week 200 shows than any other company in the industry.
18 December 2008 Trade Show Executive www.TradeShowExecutive.com

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FOUNDATION – Our promotional services focus on seeking out more registrants and increasing
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www.TradeShowExecutive.com Trade Show Executive December 2008 19

T r e n d i n g & S p e n d i n g
Sponsored by
Battered Economy Will Take a Toll
on the Trade Show Industry in 2009
By Darlene Gudea,
VP/publisher & editor
Darlene Gudea,
VP/publisher & editor
Trade Show Executive’s
Trending & Spending Forecast
Fig. I: TSE Forecast of
Net Square Feet of Exhibit Space
7.3% January
9.3%
1st Quarter
12.6%
2009
Fig. II: TSE Forecast of Number
of Exhibiting Organizations
5.2% January
8.5%
1st Quarter
10.6%
2009
Fig. IlI: TSE Forecast of
Professional Attendance
9.5% January
14.0%
1st Quarter
12.5%
2009
Fig. lV: TSE Annual Forecast
of Revenue
4.3%
Frank Chow,
chief economist
Year Ending December 2009
Carlsbad, CA - Will Rogers, the famous
Western actor and humorist, once quipped:
“I never met a man I didn’t like.” It now
seems the U.S. Federal government never
met a bailout it didn’t like, says Frank Chow,
chief economist for Trade Show Executive. He
points out, “One would think that TARP,
the humongous $700 billion bailout which
passed in October, was enough to satiate
the appetites of financial institutions.”
However, insurance giant AIG asked for
and got $65 billion on top of the $85
billion committed earlier. Citigroup recently
received $20 billion in cash and $306
billion in loans in exchange for preferred
stock. Treasury Secretary Paulson switched
from buying toxic mortgages with the
bailout money and announced some of
the money will go to save credit card and
student loan companies instead. According
to Bloomberg news, the government has
pledged an astounding $7.76 trillion to
rescue the financial system. President Bush
said more bailouts are likely to come.
The bailout virus is spreading to other
sectors of the economy, Chow points out.
The Big Three automakers are begging
for $25 billion from TARP on top of the
$25 billion already given. Big states like
California, New York and Massachusetts
as well as a host of large cities are hoping
to get relief of some sort. The commercial
paper and money market are being
supported by the Federal Reserve. Now,
homeowners want more mortgage relief.
The President-elect and Democrats in
Congress are promising a giant stimulus
plan, possibly $800 to 900 billion. “If the
travel industry starts yelping for help, maybe
trade shows should jump in too,” Chow
quips.
“Though some economists think
the unprecedented interventions are
appropriate, I believe they are locking in
a longer recession and a less productive
future,” he asserts. “What’s happening to
the free enterprise system where success
and survival is based on one’s own efforts?
Where are the consequences for making
terrible decisions?” Chow believes these
bailouts are poorly thought-out reactions
that will only prolong the misery in these
ways:
• Banks are mostly holding on to the
government bailout as reserves instead
of lending to spur the economy. They
are afraid to lend with uncertainty that
it will get paid back. This is money the
government should invest elsewhere.
• Automakers will likely use the bailout
to extend payroll for another year
instead of completely overhauling
its uncompetitive operations and
management structure. They will
eventually fail.
• Homeowners on the fence have an
incentive to go delinquent even if
they can afford the payments. “Who
wouldn’t? It’s free money!,” Chow points
out. Some homeowners, whose home
values are less than the mortgage owed,
will take the bailout money to stay in
their homes longer. Unless house prices
go back up, they will eventually walk
away to rent or buy a cheaper house.
• Corporations have been sent the
message that if you are big enough,
then you can take extreme risks with
impunity. Chow believes that companies
who are uncompetitive will remain and
block the emergence of smarter, more
innovative firms. This will sow the seeds
for the next economic bubble disaster,
he predicts.
Ultimately, taxpayers will pay for these
unnecessary bailouts, Chow says. “This
outcome seems perverse: the victims
of irresponsible actions by Congress,
the Federal government, and financial
companies end up paying to clean up
the mess!,” he says. “Let’s hope the
Continued on page 22
20 December 2008 Trade Show Executive www.TradeShowExecutive.com

JEGI is pleased to announce
another signature
M&A Transaction for
the Event Industry
“Once again, JEGI’s team of bankers delivered outstanding
results for dmg, providing sound advice and
counsel on this transaction. The team was tenacious,
efficient, and added value through each step of the
process. We fully appreciate JEGI’s commitment to
excellence, while working on our behalf.”
Mark Alcock
Deputy CEO
dmg world media
a division of DMGT plc
has sold its
North American
Consumer Home Shows
to
a portfolio company of
for $53,000,000
July 2008
Other 2008 JEGI Event Transactions
Financial Media Holdings Group
has sold
a leading provider of corporate
governance, risk and compliance news,
analysis, databases and events for
financial and legal executives
at public companies
to
has sold
Vision Events
a leading provider of specialized
marketing events for the IT sector
to
a membership association providing
certification, training and events
to IT professionals
has been sold
to
a leading online B2B media
company providing e-newsletters,
web sites, webinars,
and live events
has been sold
to
a leading provider of experiential
and event marketing services
has been sold
to
July 2008
February 2008
January 2008
January 2008
January 2008
JEGI’s client is mentioned first in each transaction above.
www.jegi.com (212) 754-0710
The Jordan, Edmiston Group, Inc.
www.TradeShowExecutive.com Trade Show Executive December 2008 21

T r e n d i n g & S p e n d i n g
Sponsored by
Trade Show Executive’s
Trending & Spending Forecast
Fig. V: Sector Performance
Best Performing Sectors
• Business Services • Medical
• Communications • Hospitality
• Entertainment • Technology
• Transportation
Mixed Performance
• Construction • Manufacturing
• Government • Sporting Goods
Sectors under pressure
• Apparel
• Food
• Automotive • Retailing
Fig. VI: Economic Indicators
Consumer Confidence: Consumer confidence improved
moderately in November, rising to 44.9 after an all-time low of
38.8 in October.
GDP Growth: Real GDP decreased at an annual rate of 0.5%
in the Third Quarter of 2008, down from October’s advance
estimate of a 0.3% decrease.
Housing Starts: Housing starts fell 4.5% in October to a
seasonally adjusted 791,000, hitting a 17-year low.
Industrial Production: U.S. industrial production increased
1.3% in October. This larger-than-expected increase followed
September’s record-breaking decrease.
Inflation: Thanks to an 8.6% drop in the energy index, ‘headline
inflation’ fell to -1.0% percent in October, the largest one-month
decrease since 1947. The core CPI, which excludes volatile food
and energy prices, decreased to 0.1% in October.
Interest Rate: Short-term interest rates remain at a low 1%.
Job Growth: The U.S. economy lost 240,000 jobs in October.
Employment has fallen by 1.2 million in the first ten months of
2008; over half of that decrease occurred in the past three months.
Leading Indicators: Stock prices, building permits, consumer
expectations and the index of supplier deliveries made large
negative contributions to the Leading Indicators Index, which
decreased by 0.8% in October, reversing a September gain.
Manufacturing: The Institute for Supply Management’s ISM
Index fell from 43.5% to 38.9% in October.
Retail Sales: Retail sales fell 2.8% in October, the fourth
consecutive month-to-month decline. However, analysts are
predicting that retail sales will increase 2.2% to $470.4 billion in
November.
Unemployment Rate: The unemployment rate rose from
6.1% to 6.5% in October. The number of unemployed persons
now stands at around 10.1 million.
Sources: U.S. Department of Labor, Bureau of Labor Statistics; The
Conference Board; The Institute for Supply Management (ISM);
U.S. Commerce Department
Continued from page 20
government will pull the plug on the
bailouts soon and restore accountability,
responsibility, and free market principles
– we’ll need it to recover from this steep
recession.”
Speaking of recession, the U.S.
economy has lost over one million jobs
this year through October, according to the
Department of Labor. Over a half-million
American workers filed for first-time
jobless claims in November, 10% more
than economists’ gloomy forecasts. Sam
Bullard, economist at Wachovia, predicts
another 350,000 job cuts for November.
Furthermore, more than 110,000 layoffs
have been announced in November, with
52,000 of the loss coming from Citigroup,
1,800 from Bank of New York Mellon,
1,600 from Washington Mutual, and 800
from Boeing.
Another sign of recession is
accelerating foreclosures. More than 43%
of subprime loans nationally in August
were in foreclosure or at least 60 days late,
a rate almost double that of August 2007,
according to First American CoreLogic’s
LoanPerformance unit, which tracks 82% of
all U.S. loans. Prime loans problems are rising
at an even faster rate. Approximately 7.5%
of prime jumbo mortgages – high quality
home loans too large to be sold to Fannie
Mae and Freddie Mac - were at least 60 days
late or in foreclosure, which was more than
three times the level from last year.
Don’t expect the situation to improve
in 2009, Chow warns. The Federal Reserve
estimates the unemployment rate will rise to
7.6% in 2009. But Goldman Sachs is saying
it will be much higher at 9% next year and
even worse in 2010. Goldman Sachs also
believes Gross Domestic Product (GDP)
will drop 5% in the Fourth Quarter with
further declines for the first six months
of 2009. Other economists are a bit more
optimistic: the National Association of
Business Economists (NABE) survey
predicts a contraction of 2.6% in GDP for
Q4 of 2008 and a 1.3% decline in Q1 of
2009. The 51 economists surveyed by the
Philadelphia Federal Reserve reached a very
similar GDP forecast.
Trade Show Industry Faces Contraction in
the Year Ahead
No one relishes the role of a messenger
when there’s bad news to deliver, yet readers
don’t want to be blind-sided if the economy
turns decidedly worse. It is best to be
equipped with rain gear if storm clouds are
on the horizon. Having said that, Trade Show
Executive’s Exposition Forecasting Board
is projecting a pullback from exhibitors
and attendees in the month, quarter and
year ahead (See Figures I, II, III and IV).
Some stats are likely to dip as low as 14.0%
(attendance in Q1) but through costcutting
and reduced headcount, trade show
executives expect to operate lean and mean.
As more highly-respected retailers close
stores or cease operations altogether (see
page 44), trade shows serving the apparel,
electronics, gifts and sporting goods sectors
will get slammed the hardest.
Here are some questions to ask to prepare
for the slowdown:
• How are our clients reacting to mounting
uncertainty?
• How much are we prepared to cut,
where, and how quickly without
jeopardizing our competitiveness?
• How will we boost productivity and
efficiency?
• How can we maximize client retention
without resorting to deep discounts?
Develop contingency plans and remain
nimble so that you can better respond to
changing economic conditions.
Closing Out 2009
As our loyal readers and sponsors gather once again with family and friends to celebrate
the yuletide season, we at Trade Show Executive would also like to extend a special thank
you to our subscribers, news sources, Exposition Forecasting Board, advertisers and
sponsors for another year of your support. Trade Show Executive has grown 37% in 2008
vs. 2007 with a CAGR (Compounded Annual Growth Rate) of 28.6% over the last five
years. Without your input, advice and marketing support, this would not have been possible.
We plan to continue to bring you the best ideas and reliable forecasts to help you navigate
through this recession and on to new horizons as the economy and trade show industry
recovers. Happy holidays!
22 December 2008 Trade Show Executive www.TradeShowExecutive.com

JEGI is the Leading Investment Banking Firm
Serving the Exhibitions & Conferences Sector
Since 2000, JEGI has represented clients - major public corporations, private equity funds, associations, and
entrepreneurial companies - in transactions involving nearly 1,000 events (B2B and B2C conferences and
exhibitions), significantly more than any other M&A advisory firm.
JEGI is active in supporting the event industry through its involvement with the leading associations and research
organizations and projects, including CEIR Exhibition Industry Index, SISO Tradeshow Web Site Project, and Tradeshow
Week Custom Research.
JEGI has been involved in many of the event industry’s signature transactions, including:
a division of DMGT plc
has sold its
North American
Consumer Home Shows
to
has sold
Vision Events
a leading provider of specialized
marketing events for the IT sector
to
has acquired
the remaining 51% interest in
has sold its
US based
Industrial & Manufacturing
events portfolio and complementary
Powder/Bulk Solids Magazine
to
a portfolio company of
for $53,000,000
July 2008
February 2008
GEORGE LITTLE MANAGEMENT
for $155,000,000
October 2007
CANON COMMUNICATIONS LLC
an APPRISE MEDIA company
June 2006
Please contact us for more information.
Wilma Jordan, Founder & CEO
wilmaj@jegi.com
Ms. Jordan leads the media industry’s most
successful investment bank, which has completed
nearly 500 transactions since being
founded in 1987.
Richard Mead, Managing Director
richardm@jegi.com
Mr. Mead provides M&A advisory services to
a wide array of B2B media companies, including
publishing, exhibition and conference,
information and online.
www.jegi.com (212) 754-0710
The Jordan, Edmiston Group, Inc.
www.TradeShowExecutive.com Trade Show Executive December 2008 23

T r e n d i n g & S p e n d i n g
Continued from page 22
Sponsored by JEGI
Trade Show Executive’s Exposition Forecasting Board
Darlene Gudea,
Publisher & Editor,
Trade Show Executive
Frank Chow,
Cheif Economist,
Trade Show Executive
Nancy Walsh,
Executive Vice President,
Reed Exhibitions
Colette O’Donnell
Group Controller,
Advanstar, Inc.
Brian Tully,
Senior Vice President,
Food Marketing Institute
Doug Ducate,
President & CEO,
Center for Exhibition
Industry Research (CEIR)
Steven Hacker,
President & CEO,
International Association of
Exhibitions & Events (IAEE)
Chris Meyer,
Vice President, Convention
Sales, Las Vegas Convention
and Visitors Authority
James Rooney,
Executive Director,
Massachusetts Convention
Center Authority
Steve Moore,
President & CEO,
Greater Phoenix Convention
& Visitors Bureau
Tim McGill,
CEO,
Hargrove Inc.
Tom Mobley
Senior Vice President,
Convention Centers,
Global Spectrum
Clark Williams,
President,
CompuSystems
“Exhibitions lag the economy so for
now, we are faring better as an industry. Even
so, CEIR indices have fallen for the last two
quarters with the decline ranging from 2.2% to
7.7% depending on the industry and the metric
(square footage, exhibitors, attendees).
“Some smart minds in the exhibition
world are predicting tougher times ahead,
notably by mid-next year. Most are bracing
for a soft economy throughout 2009. This
is double the length of time that many were
forecasting in October when it was hoped that
the downturn would be limited to the first
half. Many independent organizers and several
large associations are reducing budgets and
‘battening down the hatches,’ preparing for
extended economic challenges. One change
from prior downturns is the speed with which
organizations are responding; the controls and
cutbacks have been stunningly quick.
“Some events are faring well even in
these troubling times, either holding flat on
results or even generating
increased attendance. They
are reinventing their marketing
programs, investing prudently
in targeted campaigns, and
utilizing social networking
to interact closely with their
core audience and attract new
attendee groups.”
Margaret Pederson
Pederson@optonline.net
Margaret
Pederson,
President,
Amerix
“Overall, our trade show
business performed very well in
2008. However, the majority of our
events were held during the first six
months of the year. We are seeing
a reduction in demand for events in
2009, with most exhibitors quoting
reduced marketing budgets or high
costs to participate. Since we are in
multiple industry sectors, demand
varies; but advance bookings range
from even with last year’s figures to
as much as 10% lower.”
Tom Caridi
tcaridi@questex.com
Tom Caridi,
CFO,
Questex Media Group
“The challenges ahead for event
producers are unprecedented. But as the
thunder (and blunders) surrounding the
global economic turmoil mount, so too
does the fundamental value of the faceto-face
business experience. As suppliers
focus their limited resources on proven
marketing and sales channels, trade shows
rise to the top of the list. Likewise, when
industry suppliers and thought leaders
assemble under one roof, there is no
more cost effective avenue to business
solutions or relevant products than trade
shows. In 2009, net square footage and
attendance numbers will be impacted, but
the proven relevance of face-to-face is a
compelling asset. Astute event owners will
translate these economic challenges into
opportunity.”
Jack Chalden
Jack.Chalden@BDMetrics.com
Jack Chalden,
VP, Business Development
& Industry Relations,
BDMetrics, Inc.
24 December 2008 Trade Show Executive www.TradeShowExecutive.com

Sponsored by JEGI
T r e n d i n g & S p e n d i n g
Trade Show Executive’s Exposition Forecasting Board
“Things will get a little worse
before they get better. Already I’ve
heard on CNN that there are signs the
bailout is beginning to work, however,
it will take time to trickle through all
sectors of the economy. My forecast
is that we won’t see a solid turnaround
until after Labor Day. It will vary
according to your business sector.
“There is a Chinese word, ‘Weiji.’
Roughly translated, it means ‘Crisis
Opportunity.’ If your exhibition is still
surviving in these interesting times,
now is the time and opportunity
for you to surge ahead. It is likely
that a number of your exhibitors
are struggling and are thinking of
eliminating or cutting back on their
participation in your events. Proactively
reach out to your customers and
see what their plans are. Instead of
exerting high pressure, sympathize
and partner with them. Ask about
what you know is important to them
-- MEASUREMENT -- and what
you can do to help. Perhaps offer a
reduced rate for multi-year participation
with extended terms. Think of how
exhibitors will feel about working
with you if the other show organizers
passively wait for the exhibitors to
call or try to strong-arm them. A little
investment now may reap big rewards
for you in the future.”
Harris Schanhaut
harris.schanhaut@c2creative.com
Harris Schanhaut, CME
Senior Tradeshow Manager, C2 creative
Board of Directors, TSEA
Board of Advisors, BPA WorldWide
“Attendance within the markets
that have been weakened by the
economic downturn continue to
decline. We’re seeing specialty markets
with slight declines but outperforming
their low expectations. The cities
with airlift challenges and those that
lack drive-in appeal are impacted the
most. This further exacerbates the
inability to attract younger generations
to trade shows. Show organizers are
reaching out to their vendor partners
to seek ideas on controlling costs and
alternative revenue streams. It’s critical
we all work together and be flexible in
reaching common objectives during
these trying times.”
Terence Donnelly
terence.donnelly@experient-inc.com
Terence Donnelly,
VP, Trade Show Markets,
Experient
“The current economic woes,
increased cost of travel and corporate
travel restrictions will undoubtedly
put significant negative pressure on
attendance growth in 2009 for trade
shows. We have already seen shows
draw more regionally and expect to see
this trend continue and perhaps increase
during the downturn. Based on past
major economic downturns, we expect
attendance growth to range from flat to
down as much as 10% to 15% for most
Tier 1 events (leading or major shows or
events in a market sector), and perhaps
bigger decreases and some shakeout of
Tier 2 and 3 events. The positive news is
that historically, audience quality (buying
influence and level of buying plans), as a
percentage of attendance, usually holds
strong, or in some cases increases, during
economic downturns.
“This means that although the trend
in attendance will likely be down, quality
will remain strong. As a result, there will
still be opportunities for exhibitors to
identify sales prospects and/or accelerate
sales at most shows. With attendance
down, investments in individual shows
can be reduced proportionately and still
achieve a positive return on investment.
However, lower budget mobile and
proprietary corporate event activities like
road shows that take the event to the
market may become more attractive to
some companies as most major shows
will likely draw more regionally.”
Skip Cox
skip@exhibitsurveys.com
Skip Cox,
President & CEO,
Exhibit Surveys
“Pretending that there is a science
to forecasting these days is about
the same as expecting Santa Claus
to deliver your year-end results. It
ain’t happening! The reality is that
we each need to push for anything
that helps perpetuate the strong
B-to-B environment that has been
the backbone of the trade show
industry. In speaking with key clients
in various sectors, the belief still seems
to be that if a seller is down to their
last marketing dollar, it is best spent,
tracked and ‘ROI’d’ on an exhibition.
Economies are cyclical and sellers want
to be front of mind when (not if) the
cycle rebounds. Having said all that,
corporate events seem to be suffering
the most as we look ahead. Trade
and consumer events are clearly on
edge, with bigger concerns in obvious
sectors.”
Gregg Caren
gcaren@smgworld.com
Gregg Caren,
Senior Vice President
of Strategic Business
Development, SMG
www.TradeShowExecutive.com Trade Show Executive December 2008 25

Forecast 2009
Looking Ahead to 2009: Volatile Areas to Watch
By Darlene Gudea, VP/publisher & editor and Sandi Cain, news editor
There was an unforeseen turn of
events on the way to the global economic
meltdown: oil prices fell dramatically
and the weak U.S. dollar got stronger.
Specifically, oil prices fell in November to
their lowest level in four years to nearly
$50 a barrel. This rapid turnaround
happened four months after reaching
record highs of more than $147 a barrel
in July.
Another dramatic turnaround
started in June with the U.S. dollar. The
greenback gained in value against the
currencies of 146 countries, according to
Reuters.
Impact of Reduced Oil Prices and
Stronger Dollar
What are the ramifications of lower
fuel prices and a stronger dollar for the
exposition industry? Lower fuel prices
are bringing down the cost of travel, not
only by air but also for those regional
attendees who drive to trade shows.
Shipping costs are expected to decline,
fuel surcharges will be phased out and
the price of petroleum-based products
such as carpeting is expected to revert
back to “normal” levels. The unanswered
question is whether lower costs will be
enough to recapture exhibitors who
dropped out in 2008 or are facing major
cutbacks in their 2009 marketing budgets.
Is a strong dollar in the best interest
of the exposition industry? The answer
is yes and no. A healthy currency
encourages foreign investment in U.S.
capital markets and gives U.S. consumers
more purchasing power. However, the
prices for American goods become less
competitive when converted to foreign
currencies. Exports have been the
primary area of growth in the U.S. in the
last year, as the rest of the economy has
stumbled. With the dollar stabilizing and
gaining in strength, exports will continue
to grow in 2009 but not as robustly, and
they won’t be the strong engine of growth
as in 2008.
A stronger dollar is also likely to
generate less attendees from overseas. A
weak dollar in 2007 helped spur a 10%
increase in overseas visitors in 2007
(the most recent year for which data is
available). By 2012, overseas visitors are
expected to increase another 14%. But
it’s the years in between that will be a
challenge.
Next year, the TIA expects total
international arrivals—including those
from Canada and Mexico—to decline by
1.6%, while overseas arrivals are expected
to drop by 3.1%. In both cases, only a
slight improvement is expected in 2010.
How the worldwide economic
crisis plays out will determine how
quickly those numbers improve. “Most
European nations will suffer moderate to
severe recession, many South American
countries will experience recession, and
Asian countries, except for Japan, are
expected to have reduced growth into the
single-digits,” said Frank Chow, senior
economist for Trade Show Executive.
International travel will continue to
be impacted by the performance of the
dollar against other currencies. During
the past two years, many shows have
seen their international attendance grow
by double-digits, bolstering overall show
growth. But as the dollar improves against
other currencies, there may be softening
demand from international travelers—
including trade show attendees.
But other development may
intercede. The good news for trade
shows aiming to land more international
visitors is that as of mid-November,
seven new countries were added to
the Visa Waiver Program administered
by the U.S. Department of State. This
brings the total number of participating
countries to 34. The additional
countries—Czech Republic, Estonia,
Latvia, Lithuania, Hungary, the Republic
of Korea and the Slovak Republic—
accounted for just 4% of all overseas
visitors in 2007. The 27 countries already
under visa waiver in 2007 accounted for
64% of all overseas visitors.
Beginning in January, the Visa
Waiver Program will require a biometric
passport and registration through the
online Electronic System for Travel
Authorization (ESTA). Instead of
relying on the I-94W paper form that
is currently filled out in-flight, ESTA
verifies would-be visitors’ eligibility to
enter the U.S. in advance of their arrival.
Air Travel
Shrinking airport capacity and flight
reductions of 10% or more at airports
in key trade show cities are worrisome
for organizers of large trade shows who
are dependent on sufficient air lift for
attendees. Annual reductions of 10%
year-over-year are expected through
2011. According to data presented
in a recent forecast briefing by the
Travel Industry Association (TIA) in
Washington DC, there will be a 7%
reduction in the number of worldwide
flights during the Fourth Quarter of this
year compared to the same period for
2007.
Overall passenger volume on U.S.
carriers dropped by 2.7% through July
this year, according to the Air Transport
Association, Washington, DC. It took
the airline industry four years to recover
from a passenger decline of 9.3% during
2000-2002.
“Air travel is facing a double-edged
sword right now,” Chow said. “Plunging
oil prices will reduce costs significantly,
but, on the other hand, revenues are
expected to drop due to the credit crisis
and the looming recession.”
According to the TIA, airlines might
restore some capacity within a couple of
years if current cuts help reduce costs,
if the recession is mild and if fuel costs
stay at or under $100 per barrel. And of
course, if demand increases. TSE
26 December 2008 Trade Show Executive www.TradeShowExecutive.com

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Trend Watch
AIG’s Cancelation of 160 Meetings Sent Shock
Waves Throughout the Events Industry
By Hil Anderson, senior editor
Carlsbad, CA – By canceling 160
conferences and events in one fell swoop
this Fall, the battered insurance company
AIG saved itself millions of dollars and
sent a shiver up the spine of the events
industry.
The doomed events were in the realm
of corporate meetings rather than trade
shows, but AIG said it saved itself more
than $180 million at a time when it had
become a poster child for the entire U.S.
economy.
While it was true AIG acted with
Congress breathing down its neck
over reports of extravagant “executive
retreats” held while the company was
seeking a bailout from Washington,
scrubbing such an extensive list of events
was enough to rally the events industry
to prevent meeting cancelations from
becoming a trend.
“Even in these tough times, or maybe
especially now, to remove meetings
and events from the business strategy
playbook is short-sighted and ignores the
role that meetings, events and incentives
play in business and community success,”
wrote Bruce MacMillan, president
& CEO of Meeting Professionals
International (MPI), in an October 22 oped
piece released by the organization.
Wild Year Creates Confusion
MacMillan told Trade Show Executive
that the Wall Street swoon was the latest
in a series of shocks that had meeting
planners wondering if the road was
merely bumpy or heading toward the
edge of a cliff. Earlier in the year, the
industry wrestled with the weak dollar and
surging oil prices. At the same time, some
industries became concerned about how
a new U.S. presidential administration
would affect their business and their
marketing budgets. The result was a
wave of uncertainty about the meetings
industry in the coming year. “I have had
more surveys sent to me in the last three
weeks than I have seen in a long time,”
MacMillan said. “People everywhere are
trying to understand where the market is
going.”
MacMillan described the situation
as “cautious,” with a large number of
companies sitting on the fence rather
than committing to future events. “It is
really a reflection of the high degree of
uncertainty out there,” he said.
Any trend toward outright
cancelations did not seem to be hitting
the trade show sector too severely by
mid-Fall. But concerns that exhibitors
would scale back their plans could not be
eased by reports of company-sponsored
corporate events being called off for
budgetary and public relations reasons.
The New York Post reported in early
November that Morgan Stanley had
canceled its annual Christmas parties
outright, and John Jastrem, president and
CEO of Exhibitgroup/Giltspur, said a
slow holiday season was looming. “We
believe most companies are not going to
be aggressive this year in using up their
remaining budget dollars in the Fourth
Quarter,” Jastrem said in a conference
call on the Third Quarter earnings of
parent company Viad Corp. “We are
trying to take a conservative outlook
but at the same time, we are also very
much out pushing and building up a lot
of relationships to demonstrate to our
clients that the more they can spend and
generate results, that would create good
results for them.”
No Time to Quit
Exhibitgroup’s tactic of urging
exhibitors not to slink off to the sidelines
is the kind of thinking that MPI’s
MacMillan said event planners needed
to get behind. “Events managers need
to emphasize that events and incentive
meetings are an important part of a
business strategy,” he said.
Incentive meetings in which
executives and even mid-level staff
Executive Summary
•
MPI launches push to
prevent widespread event
cancelations.
•
• •
Uncertainty reigns as year
comes to a close
Events are still key part of
marketing strategy
Look for venue discounts
Be flexible when considering
cancelations
members are ensconced at a nice resort
for a week might appear at first glance
to be an extravagance that could easily
be eliminated. On the other hand,
face-to-face time with colleagues from
branch offices and also major customers
is valuable. And while it might cost a
company less to fly their people into the
home office and put them up at a cheap
motel, is it worth it to turn the trip from a
perk into a morale-sapping chore?
MacMillan said, “If a big part of your
business is sales and having a motivated
sales force or developing relationships
with customers, then incentives programs
are critical.”
Resort Bargains?
When business slacks off in the
tourism sector, there is always the
increased likelihood that venues that
specialize in group business might be
willing to negotiate a better price in order
to fill their open days. There is also the
possibility of an aggressive package deal.
Cold Reality of Cancelations
Trade associations tend to rely on
events for revenue and are more likely to
forge ahead regardless of the economy.
But when it comes to corporate events,
meeting planners face the possibility of
a corporate client deciding that some
Continued on page 30
www.TradeShowExecutive.com Trade Show Executive December 2008 29

Continued from page 29
immediate belt-tightening is in order
and a six-figure meeting at a swank
resort is a good place to start cutting.
Such a decision, however, does not
mean they can escape a cancelation fee
that is standard in contracts with hotels,
convention centers and other venues.
If planners and their clients cancel an
event, they cannot use budgetary issues
to get out of paying the cancelation
clause. Contracts contain a force majeure
provision that allow the cancelation of an
event only in dire situations.
“Force majeure is a common clause in
contracts which essentially frees both
parties from liability or obligation when
an extraordinary event or circumstance
beyond the control of the parties
prevents one or both parties from
fulfilling their obligations under the
contract,” said Henry Schaffer of Jenner
and Block LLP. “Examples include a
war, strike, riot, crime, act of God (e.g.,
flooding, earthquake or volcano). It is a
very narrow definition,” he said.
Pricey airfares and orders from the
board of directors to reduce travel costs
won’t cut it. “It means it is impossible
to get there – and impossible means
impossible – not ‘real hard,’” he said.
The issue can become less clearcut,
however, if the parties allow fuzzy
language to creep into the contract.
Schaffer said the SARS outbreak in Asia
caused some event organizers to invoke
force majeure on the grounds it would
be too risky to ask their customers to
travel to an area where they could catch
the disease, even though there was
nothing preventing the event from taking
place. “Avoid extending force majeure to
circumstances where it is a matter of
opinion,” he cautioned.
Bend, Don’t Break
Schaffer said an organizer whose
client is on the ropes, or whose own
show could be heading for a disastrously
low turnout, should approach the venue
manager to see if a deal can be worked
out. “I could not declare force majeure, but
I could call the hotel and say, ‘Look, this
meeting is going to be a disaster. What
can we do about it?’” he said.
Flexibility will be an important trait
for meeting planners and venue managers
if the economy enters a rocky stretch in
which events experience significant drops
in attendance. A venue might be willing
to discount the cancelation penalty if the
planner agrees to hold the event at a later
date. “You have to assess the picture over
It’s Baaacckk!
Attrition Issues
Could Resurface
Hanley Wood’s Galen Poss
suggested that show organizers
may face another round of attrition
issues if hotels begin to aggressively
promote last-minute low rates to
bolster occupancy. “You might
have a room rate (negotiated) 12
to 18 months ago that was decent,
but because of (falling) occupancy
rates, online options might offer far
lower rates,” he said.
That could mean more
attendees will book outside the
block again and show organizers
will face attrition penalties. “That
will create a lot of angst,” he said.
the long and short term and make some
business judgments,” Schaffer said.
Reach Bruce MacMillan at (972) 702-
3001 or bmacmillan@mpiweb.org; Henry
Schaffer at (312) 840-7673 or hschaffer@
jenner.com; John Jastrem at (630) 307-
2400 or jjastrem@e-g.com
Pinching More Than Pennies. AIG canceled 160 meetings this Fall, saving more than $180 million and sending a shock wave through the events industry.
30 December 2008 Trade Show Executive www.TradeShowExecutive.com

www.TradeShowExecutive.com Trade Show Executive December 2008 31

News followup
Financial Crisis Casts
Shadow Over Auto Shows
By Sandi Cain, News Editor
32 December 2008 Trade Show Executive www.TradeShowExecutive.com

Executive Summary
• Carmakers struggled to stay
afloat even as they decided
whether or not to debut new
product at this year’s auto
shows.
•
The financial meltdown
and credit crisis have put
automakers in a bind that
may undermine consumer
confidence in their brands.
• Shows hung on to most
exhibitors, although some
exhibitors downsized or bailed
out.
• The usually lavish product
rollouts were more subdued,
with some special events
canceled.
• Convention center
expansions, future business
could be on the line.
Drawing the Line. The Los Angeles International Auto Show November 21-30 will be the test case – in
more than just attendance – for the upcoming auto shows in Detroit, Chicago and New York.
It was almost the perfect storm.
Financial turmoil and an auto industry in
crisis came face-to-face with the first of
the big four auto shows since the financial
meltdown: the Los Angeles International
Auto Show, November 21-30. On the eve
of that show, executives of the Big Three
U.S. carmakers were in Washington, DC,
hats in hand, asking for at least $25 billion
to tide them over until the economy
turns around. On the day the show
opened to the media, those executives
had been sent home with nothing more
than instructions from Congress to come
back later with a business plan. A few
days later, David Axelrod, an advisor
to President-elect Obama, also said
the automakers must come back with a
restructuring plan if they expect help.
“It doesn’t look like anything will
happen until after January 20,” said
California Congressman John Campbell
(R-48th District) in a radio interview.
The Presidential Inauguration will occur
during the North American International
Auto Show in Detroit—the industry’s
biggest event.
The struggles of the auto industry
in the current economic climate were
a counterpoint to the usual excitement
surrounding product launches and
concept cars featured in Los Angeles, the
car capital of the West. All eyes turned
to Los Angeles as a bellwether of what
might be in store in the coming months
in Detroit, Chicago and New York auto
shows.
Brendan Flynn, director of
communications for the LA Auto Show,
said interest from the national media was
higher than he’d ever seen. CNN, The
Today Show and National Geographic joined
regulars CBS, NBC and ABC to share
auto news with the public, Flynn said.
Part of the draw was keynoter Carlos
Ghosn, president and CEO of Nissan
Motors and
Renault SA and
a highly regarded
turnaround
expert, but that
wasn’t the reason
he’d been brought
in. “He was
booked a year
ago,” Flynn said.
Brendan Flynn
Downsizing Becomes the Norm
The mood in Los Angeles was both
somber and optimistic. One CNN
reporter called it a “very strange auto
show” with “not a lot of glitz.” That was
an understatement.
• General Motors canceled its only
scheduled news conference and an
appearance by Vice Chairman Bob
Lutz in an apparent cost-cutting move.
• Chrysler also canceled a news
conference and had no product
Continued on page 34
www.TradeShowExecutive.com Trade Show Executive December 2008 33

Continued from page 33
launches planned. One blogger
wondered if Chrysler’s lack of special
effects lighting was due to budget cuts.
• GM showed a Saab concept vehicle
and a Chevrolet electric vehicle, but
dropped plans to unveil a new Buick at
the show.
• Volkswagen pulled out, choosing to
exhibit only in Detroit.
• Parties and launches at swanky estates
and resorts were nixed.
• Chevrolet dealers groused about being
asked to bankroll some show expenses.
“Some automakers have scaled back,
but they’re not hanging black crepe at the
convention center,” said Jeff Gilbert, a
Detroit auto industry analyst, in a radio
interview from Los Angeles. Ford went
ahead with its 2010 Mustang preview
in Santa Monica and unveiled six new
models at the show. It will debut another
five in Detroit. There also was a heavy
concentration of international carmakers.
The majority of the news coming out of
Los Angeles during one press-only day
was from automakers like Kia, Porsche
and Hyundai.
Show Metrics Comparable to 2007
Flynn said the show occupied the
same amount of space at the Los Angeles
Convention Center as it did last year—
roughly 760,000 square feet. The only
reduction was in the aftermarket section,
which was down about 5%. “The public
didn’t notice the difference,” Flynn said.
There were slightly fewer exhibitors, but
some took more space, he said.
The bigger question was whether
the consumer show would be able to
match the one million mark in attendance
achieved in 2007. Consumer spending has
been shrinking since September and the
steady stream of bad news from across
the spectrum of industries doesn’t inspire
many people to go out and buy a car.
U.S. auto sales were at a 25-year low in
October.
“Consumer confidence is a factor,”
Flynn said. Numerous media reports from
the first weekend of the show indicated
‘Understated’ is an Understatement. This year’s Los Angeles International Auto Show still pulled
in exhibitors and square footage relative to 2007, but lacked the luster of previous years’ shows due to
budget cuts and the down economy.
Convention Center Concerns
The Los Angeles Convention
Center estimates that it makes
about $4 million on the auto
show, which has a contract for
November dates through 2015.
But as a consumer show, it
doesn’t fill as many hotel rooms
downtown as bigger conventions
do. At times, this has made
the timing of the auto show
a contentious issue between
downtown businesses and the
convention center. The show moved
from January to November in 2006.
Because it fills the convention
center, no other groups can be
booked during the show. If the
auto show struggles, hoteliers may
raise their voices in favor of other
shows that generate more residual
spending.
In Detroit, a Cobo Center
expansion proposal backed by
leaders of NAIAS recently moved
ahead when the state legislature
approved a regional authority to
manage the center—a key factor in
obtaining the funds for the expansion,
according to Rene Monforton,
director of communications for
VisitDetroit. But the legislation may
not be finalized until after the January
show. If the show suffers a downturn,
the legislature could again question
the need for the $288 million
expansion, which previously was
considered a critical factor in keeping
the auto show in Detroit.
Reach Brendan Flynn at (213)
741-1151 or bflynn@laautoshow.
com; Rene Monforton at (313) 202-
1951 or monforton@visitdetroit.com
Continued on page 36
34 December 2008 Trade Show Executive www.TradeShowExecutive.com

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that attendees were more interested in
looking than buying.
Detroit Waits in the Wings
Detroit’s January North American
International Auto Show (NAIAS) also may
be less festive this year.
• Suzuki reportedly withdrew because
it has nothing to introduce, but
will host an intimate dinner for the
media.
• Ferrari and Land Rover also will be
missing from the nation’s largest auto
show.
• Both GM and Chrysler were debating
whether to cancel annual parties as
we went to press.
Last year, there were 58 vehicle
debuts at the Detroit show, which drew
roughly 700,000 attendees, 37,000
industry representatives and 6,000
international media members. There
was an invitation-only event with luxury
carmakers and the debut of a charity
gala that raised $6 million on behalf of
children’s charities. How that will play out
in 2009 remains to be seen. The show
is scheduled for January 11-25, a span
of time that includes the Presidential
Inauguration, which could draw media
attention away from the show.
Detroit show spokesperson Sam
Locricchio, president of John Bailey &
Associates, said the show was on track
with last year in terms of exhibitors and
space used. That would be good news for
Cobo Center, which itself is looking to
expand in part to accommodate growth in
the auto sector. (See sidebar, “Convention
Center Concerns” on p. 34.) “Everybody’s
in a wait and see mode,” Locricchio
said. Show officials were traveling and
unavailable for comment.
One good sign for Detroit:
Volkswagen and Buick decided to
launch their new products at the Detroit
show instead of Los Angeles, and a
second Chinese automaker will debut
its products in Detroit. NAIAS was
the first auto show to bring in Chinese
automakers.
Gutting the Glitz
Corporate America has been
skittish about expensive festivities
since AIG was pilloried for its sales
incentive program that took place at
a California resort shortly after AIG
received a bailout package.(See
page 29). Automakers pleading for
their own bailout in Washington may
understandably be averse to lavish
celebrations, no matter what the
occasion. That mood was etched
into the minds of both executives and
consumers in Washington when one
member of Congress asked Big Three
automaker executives if they had taken
commercial flights to Washington.
None had. “Couldn’t you have at least
downgraded to First Class or jetpooled?”
the Congressman asked.
But cutbacks at the typically
over-the-top auto shows could put a
damper on attendance or enthusiasm
for the products that are being shown—
particularly if consumers are uncertain
about the future of any of the major
automakers. On the other hand, the
extra media attention focused on these
shows could prove to be a boon for
business.
36 December 2008 Trade Show Executive www.TradeShowExecutive.com

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Special Report
How Will the New Administration’s Policies
Affect Trade Shows?
By Sandi Cain, news editor
Trade shows both
create and are
driven by consumer
demand, so it’s no
surprise that there
is some anxiety
about this Fall’s
economic meltdown.
But after a long
and contentious
Presidential election
season, that anxiety
is exacerbated by
worry about how the
changes Presidentelect
Barack
Obama may bring
to Washington will
affect a trade show
industry already
facing challenges.
Neither candidate
created the current
crisis, but Obama
will be faced with
trying to fix it.
Some trade
shows were feeling
a slowdown before
the financial markets
collapsed. Experient
Vice President Terence Donnelly told
attendees of Trade Show Executive’s
Gold Gala & Summit in September
that exhibitor numbers and net square
feet were beginning to shrink at some
shows. More recently, Hanley Wood
Exhibitions President Galen Poss said
shows across several industries suffered
some decline in Q3, even before the
worst of the credit crunch hit. Hanley
Wood, particularly hard hit because of
Making Change. President-elect Barack Obama’s new administration will
most certainly bring about changes for the U.S. economy. How they will affect
the exposition industry is sparking lively debate among trade show executives.
its concentration in the construction
sector, has reduced its work force by
about 15% this year.
On a global scale, 56% of
respondents in an October member
survey by the International Congress
and Convention Association (ICCA)
said they had experienced at least some
downturn as a result of the financial
crisis. Almost 80% said they expect
a negative impact on their business
in 2009. Martin Sirk, CEO of ICCA,
Executive Summary
• A new administration in
Washington has heightened
concern among trade show
executives about new
policies on businesses which
will impact trade shows.
•
Concerns include higher
taxes, restrictions on free
trade, possible increased
labor costs driven by
renegotiated and/or new
contracts and help for small
business.
• The new administration is
likely to support easing travel
restrictions and improving
travel infrastructure, which
could have a positive effect
on trade shows.
• Association business may
be the backbone that gets
the industry through what is
estimated to be a 14-month
recession
• The new administration may
generate more goodwill
from the international arena,
thereby encouraging more
people to attend U.S. shows.
said members expected international
association meetings to be the
most resilient during the downturn.
Corporate meetings, however, will
likely suffer the most. ICCA has 30
U.S. members, including CVBs in
the major trade show destinations of
Boston, Chicago, Houston, Miami, Las
Continued on page 40
38 December 2008 Trade Show Executive www.TradeShowExecutive.com

www.TradeShowExecutive.com Trade Show Executive December 2008 39

Continued from page 38
Vegas, Charlotte, Philadelphia and San
Diego. Members also include industry
suppliers from 80 countries.
The effects of the global financial
crisis will be one of the first issues the
new administration tackles. How it will
shake out is anybody’s guess. In the
meantime, there are several issues aside
from the economy that trade show
organizers are keeping an eye on:
• Card check neutrality legislation;
• Free trade agreements;
• Visa, passport and travel policies.
Economic Policy/Taxes
Show organizers appear most
worried about the extent of increases
in corporate and capital gains
taxes as proposed by the incoming
administration during the campaign.
But they’re also concerned about the
availability of credit and help for small
business.
“There are no economic moves
contemplated so far that will not hurt
the trade show industry,” said Kevin
O’Keefe, Vice President of the events
division for Canon Communications,
which owns medical design, packaging,
plastics and design/manufacturing trade
shows.
O’Keefe said any tax hike will
heavily impact small- and mediumsized
businesses to the extent that the
increases will cause them to reduce jobs,
along with their marketing budgets.
He also said an increase in the capital
gains tax is likely to drive investment
capital out of the U.S. and “have a longterm
dampening effect on all business
sectors.” If those taxes increase before
the banks loosen up on lending, it could
impact the size of events that are capital
equipment intensive. “The single largest
threat is an across-the-board corporate
tax hike from 35% to perhaps 40%,” he
said.
Gary Shapiro, president and CEO of
the Consumer Electronics Association
(whose International CES ranks No. 1 in
Trade Show Executive’s Gold 100 Directory)
echoed O’Keefe’s concerns, saying
even a 5% increase in corporate tax
rates would mean 5% less to spend on
investment, reinvestment and marketing
— which typically includes trade shows.
Shapiro also worries that a dramatic
increase in Social Security taxes could
impact associations. “Even for a modest
company of our size (150 employees),
it would cost us an extra $179,000 per
year,” he said. “We would have to cut
costs somewhere, and that means jobs
are at stake.”
Prior to November 4, the Obama-
Biden camp said it planned to phase
in a program that would add a 2% to
4% combined employer/employee
contribution for those making more
than $250,000 per year, but that
could change when the new Congress
convenes next year. The current
combined employer/employee Social
Security payroll tax is 12.4% of wages
up to $102,000 in 2008.
The fate of small business is the
biggest concern for Andy Tompkins,
Interbike show director and group show
director for the ASR, Cycling and
Fitness Groups of Nielsen Business
Media. That sector makes up the
bulk of suppliers to these disposable
income-driven activities. “I didn’t
hear a message for small businesses
(from Obama),” he said. Tompkins
said small suppliers are worried about
the credit situation because a lot of
specialty retailers rely on bank credit
to buy inventory or fund operations.
He said it’s not unusual for small
businesses that generate $5 million or
less annually to pay for booth rental
or show services with personal credit
cards. “When you’re at that level,
you’re using every means possible to
keep going,” he said. If credit doesn’t
ease or interest rates rise, it could have
an adverse effect on the shows.
“Other issues have merit, but by
Continued on page 42
Gary Shapiro
Galen Poss
Randy Bauler
Kevin O’Keefe
Andy Tompkins
40 December 2008 Trade Show Executive www.TradeShowExecutive.com

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Continued from page 40
comparison, the economy will be the
driving force in all our lives (for now),”
Poss said.
Card Check Neutrality
Called the Employee Free Choice
Act, this legislation has been stalled
in the Senate for more than a year,
with Republicans largely responsible
for keeping it from a vote. The bill
would amend the National Labor
Relations Act to allow employees
to form a union when a majority of
them sign cards stating their desire
to do so. Employers contend it
eliminates privacy and puts them at
a disadvantage by not calling for an
employee vote. Unions believe it is a
more efficient way to encourage union
membership and punish unfair labor
practices.
“This is a top priority for unions,”
Shapiro said. He said its passage
would be harmful to exhibitions in
the U.S. because companies facing
a union environment would have
higher expenses and less operational
flexibility, and they would be more
likely to move operations overseas.
“It would change the nature of the
game and would not be a good thing
for the economy or exhibitors,” he
said. O’Keefe, however, said he didn’t
think this would be an issue for show
organizers next year.
President-elect Obama expressed
support for the legislation during the
campaign. Whether or not it passes
may depend on how many votes the
Democrats have in the Senate next
year. As of mid-November, two Senate
seats had not been determined.
Free Trade
The purpose of free trade
agreements is to reduce or eliminate
tariffs on goods so that U.S. companies
and those in other countries may trade
with each other without obstacles.
But it’s not always that simple. The
pending Colombia Trade Promotions
Agreement has been on the back
burner since 2007, caught up in laborrelated
political issues. And NAFTA
has become a battleground in part due
to equipment requirements for foreign
trucks operating within the U.S.
Both Shapiro and O’Keefe worry
that President-elect Obama could stifle
some of the free trade efforts on the
table — and that those actions would be
bad for the trade show industry. “How
can we be in a trade industry and not
support free trade?” Shapiro asked.
Shapiro said the Consumer
Electronics Association has been an
advocate of free trade, visiting 40 cities
to push the concept. But he thinks the
industry needs to do more. Shapiro is
hopeful that President-elect Obama will
“realize our nation’s economic security
depends on free trade.”
Shows, including Interbike and the
Action Sports Retailer Trade Show, will
heave a sigh of relief if there’s little
change to tariffs or import structures,
Tompkins said. Most of the products
for those shows are manufactured
overseas.
Upcoming decisions on the
Colombia deal and any changes to
NAFTA will foretell the state of free
trade for at least the next four years.
Minds and Times Have Changed. Opinions about how the current financial crisis will impact the
meetings industry have changed drastically since April 2008, according to an ICCA survey.
Travel Issues
There may be positive news on
the travel front. Travel Industry
Association President and CEO
Roger Dow said that President-elect
Obama co-sponsored the Travel
Promotion Act (passed by the House
of Representatives in late September),
encouraged expansion of the Visa
Waiver Program and has spoken out
about the need to modernize the
nation’s air travel system. Both Obama
and Vice President-elect Joe Biden have
Continued on page 44
42 December 2008 Trade Show Executive www.TradeShowExecutive.com

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Continued from page 42
demonstrated their “understanding of
the value and importance of investing
in transportation infrastructure,” Dow
said.
The Travel Promotion Act,
supported by the International
Association of Exhibitions and Events,
would make it easier for overseas
exhibitors and attendees to navigate
the U.S. visa process and security
procedures. In November, the Visa
Waiver Program was expanded to seven
more countries, bringing the total to 34.
However, travelers who no longer
need a visa will need to register through
the Electronic System for Travel
Authorization (ESTA) as of January
12. The automated system strives to
determine whether travelers are a
security risk before they begin their
travel.
“We hope the new administration
will address travel policies in order to
stimulate travel to and from the U.S.,
while making domestic travel safe and
less costly with minimal hassle,” said
Randy Bauler, corporate relations and
exhibits director for the American
Association of Critical-Care Nurses and
2008 chairman of IAEE.
Though there are many uncertainties
about what new administration policies
will mean for trade shows, Shapiro
said there’s no question that Obama’s
election made a huge difference in
terms of a shift in world opinion
almost overnight. “It might mean more
international visitors to shows and a
strengthened dollar,” he said.
In November, the TIA forecast
for international travel was gloomy
for 2009, with all regions expected to
decline. But by 2012, TIA estimates that
overseas travel will increase by 14% to
27.2 million, while visitor numbers from
Canada and Mexico are expected to
increase by 16% to nearly 17 million.
Reach Gary Shapiro at (703) 907-
4351 or gshapiro@ce.org; Kevin
O’Keefe at (310) 445-4200 or kokeefe@
cancom.com; Galen Poss at (972)
536-6311 or gposs@hanley-wood.com;
Randy Bauler at (949) 362-2000 or
randy.bauler@aacn.org; Andy Tompkins
at (949) 226-5750 or andy.tompkins@
nielsen.com; Roger Dow at (202) 408-
8422 or rdow@tia.org.
In the Public Eye
During the TSE Gold 100
Gala and Summit in September,
CEIR’s Doug Ducate pinpointed
industries that are challenged by the
current economy. He said shows
in the consumer goods sector,
food, building and construction,
communication and technology and
transportation were going to have a
tough time until the economy begins
to recover. He also suggested the
government sector could suffer due
to cutbacks, but changes brought
by the November elections would
determine that course.
Recent news that more than 30
major retailers had notified the SEC
they would close or limit operations
between October 2008 and January
2009 illustrates the difficulties
some industries face. Conversely, if
the incoming administration goes
forward with tentative plans to jumpstart
the economy with infrastructure
improvements, that could help the
struggling construction industries.
“There would be a wonderful trickledown
effect if (bailout money) goes
to infrastructure,” Hanley Wood’s
Galen Poss said.
Retail Closings Will Reduce Buyer
Attendance at 2009 Trade Shows
Dark clouds are hanging over
some long-standing, highly-respected
retailers. Not only are they facing
reduced spending by consumers
brought on by the recession, there
is an unprecedented liquidity
crisis. Retailers that need capital
for inventory, rent and payroll
are discovering that it is next to
impossible to get funds without a
strong balance sheet and a history of
substantial positive cash flow.
Here is a list of some of the
retailers that are closing some of
their stores, halting expansion plans
or ceasing operations altogether:
• Circuit City, closing all 155 stores
• Dell, closing 140 stores
• Disney Stores, closing 100 stores
• Foot Locker, closing 140 stores
• The Home Depot, closing 15
stores
• K B Toys, closing 356 stores
• Linens ‘n Things, closing all
stores
• Pep Boys, closing 33 stores
• Rite Aid, closing 28 stores
• Sharper Image, closing all 86
stores
• Ann Taylor, closing 117 stores
• Wilson’s Leather, closing 160
stores
• Wickes Furniture, closing 38
stores
• Zales Jewelers, closing 105 stores
Retailers who may
not see 2009:
• Dillards
• Eddie Bauer
• Pier 1
• Saks
• Williams-Sonoma
44 December 2008 Trade Show Executive www.TradeShowExecutive.com

www.TradeShowExecutive.com Trade Show Executive December 2008 45

Tech Trek
From One Generation
to the Next
As exhibitions and events look ahead to the next generation of clients,
they are learning how to market to Generation Next
By Renee DiIulio, senior editor, news & directories
Executive Summary
The exhibitions and events industry
has weathered economic crises (dotcom
bust), terrorist attacks (9-11), and
infectious diseases (SARS), but its greatest
threat may be the inattention of its future
customers—the generation known by a
host of names that include Generation
Y, Generation Next, the Net Generation,
Millennials, Nexters, Echo Boomers and
MyPods. This group isn’t yet attending
trade shows in the numbers that reflect
their population. And perhaps because
of the huge leaps in technology that
have occurred during this generation gap,
Generation Y seems to especially mystify
today’s marketers.
The generation gap has been an issue
since Adam and Eve had children. But the
problems do not lie solely within personal
relationships—they impact business as
well. Their influence will become even
more pronounced once the younger Gen
Y’ers have all entered the workforce.
Generation Y includes those born
approximately between 1980 and 1994,
although some sources include those
born as early as 1977 and as late as 2001.
Generally, this cohort is not yet 30. Its
members have grown up with computers,
information overload and multi-tasking.
They text rather than call, they carry cell
phones rather than use landlines, and
they create online social networks that
are far more extensive than their physical
circle of family and friends. They don’t
watch commercials (in fact, they don’t
Continued on page 48
• Generation Y includes those
born approximately between
1980 and 1994. Its members
are generally not yet 30.
• Word-of-mouth, referrals
and hands-on experiences
are trusted sources for
Generation Y, and exhibitions
provide the opportunity to
gather this research efficiently
and to judge the source’s
authenticity through face-toface
meetings.
• Generation Y spends a
significant amount of time
on the Internet using new
Web 2.0 media, including
social networks, blogs and
communication services, such
as Twitter and text.
• Show organizers need to
communicate more through
new mediums, requiring
research to determine where
to best reach the target
audience.
• Once sites are selected, show
organizers must make their
advertising and marketing
material compelling enough to
get Generation Y’s attention.
The result is an effective,
inexpensive way to get people
to find information on events
and ultimately become an
attendee.
46 December 2008 Trade Show Executive www.TradeShowExecutive.com

www.TradeShowExecutive.com Trade Show Executive December 2008 47

Continued from page 46
watch much TV, but when they do, it’s
on a DVR), they use computer programs
that whiteout banner ads and eliminate
pop-ups, and they do not respect the
inauthentic—it’s the stuff of marketers’
and advertisers’ nightmares.
The trade show industry, however, does
not need to lose sleep. Word-of-mouth,
referrals and hands-on experiences are
trusted sources for product information
for Gen Y, and exhibitions provide
the opportunity to gather this research
efficiently and to judge the source’s
authenticity through face-to-face meetings.
What can keep trade show executives
up at night, however, is wondering how
Generation Y will learn about these
exhibitions and events. So trade show
marketers need to go to where Gen Y’ers
hang out.
As it turns out, Generation Y hangs
out online, in places that are accessible to
all people and businesses, such as Google,
MySpace and Facebook. “More and more,
consumers and potential event attendees
The Industry’s Crystal Ball
The Center for Exhibition Industry Research (CEIR)
doesn’t actually have a crystal ball, so it relies on
research to provide a glimpse into the future. In an effort
to help the exhibitions and events industry as a whole
market itself and individual shows to its next generation
of clients, the organization has started a new research
project. The generational study will highlight industrywide
study findings on best practices designed for
engaging younger attendees (current and potential).
Demographic and psychographic data will be
collected from participating events from all generations;
all events are welcome. Questions will be designed
to clarify Generation X and Y values, attitudes and
motivations and to determine effective marketing
channels, successful promotional materials, and
communication strategies and methods that would attract
and retain Generation Y.
The project is just getting underway and won’t
be finished for some time. In the meantime, information
on Generation Y can be gleaned through association
seminars, new media consultants and other related
research. Here are some excellent resources:
• A recent web conference on Generation Y is available
in the archives of the International Association of
Exhibitions and Events (IAEE). “How to be Spot On
are getting their information not only
from traditional media (print and TV), but
through community channels and word of
mouth, which means you have to find new
ways to connect with them through new
mediums. The process requires quite a bit
of research and prep work to figure out
where your target audience is best reached
before you jump into the fray,” said Noe
Sacoco Jr., assistant account executive,
Schwartz Communications, Inc., an IDG
World Expo spokesperson.
IDG’s Macworld Conference and Expo
efforts include viral channels/content and
interaction on Twitter, the Macworld home
page, a proprietary social networking site
and other social networking sites, such as
MySpace, Facebook and YouTube. Using
these channels, IDG aims to connect
the core audience of Mac enthusiasts,
experience seekers, new Mac users, creative
professionals and the speaker and exhibitor
base. The methods often involve two-way
communication. Messages are clear and
direct.
Social Media Marketing Strategy
Generation Y has grown up with
information overload, and so they have
learned to tune out that which does not
interest them. Show organizers need to
make their advertising and marketing
material compelling enough to get
Generation Y’s attention. For example,
Herbal Essences offers “fragrance”
quizzes to match a person’s particular likes
with an Herbal Essences shampoo on its
website. Television networks offer online
episodes and extra video, games and blogs.
Magazines on the Internet offer relevant
written content, including product reviews,
photos, videos and blogs.
Trade shows have implemented some
of these marketing channels, but many
organizers do not yet understand how to
use them. “The next generation is business
savvy, and they know what they want and
how they want it. It’s a challenge to find
the correct ‘tone’ for messaging and the
most efficient vehicles for communication
because they operate differently than
Continued on page 50
with the ‘Next’ Generation at Our Exhibitions and
Events” is presented by Joanne Dennison, CMP,
of Ordinary Success. She examines generational
differences and discusses how to adapt business
strategies to younger age groups. (Visit http://www.
webinars.iaee.com/session.php?id=1702 for more
information).
• Social media marketing experts include Zale
Tabakman, managing director of Zale Tabakman
Consulting (www.ZaleTabakman.ca); Jeffrey Howard,
chief executive officer and chief visioneering officer
of MasterMindMentor.com (www.mastermindmentor.
com); and Jerry Hart, principal and vice president
of marketing for Power to be Found (www.
powertobefound.com). They offer articles and other
services related to social media marketing.
•
Here are some blogs which provide updated
information on social media marketing strategy, case
studies and tips: the Social Media Marketing Blog (the
personal blog of Scott Monty, digital and multimedia
communications manager at Ford Motor Company,
found at www.scottmonty.com); Ignite Social Media’s
blog (www.ignitesocialmedia.com); and the blog of
Toby Bloomberg, president of Bloomberg Marketing
(bloombergmarketing.blogs.com)
48 December 2008 Trade Show Executive www.TradeShowExecutive.com

www.TradeShowExecutive.com Trade Show Executive December 2008 49

Continued from page 48
the industry of the last 30 years,” said
Leslie L. Groves, director of marketing
and communications for SnowSports
Industries America (SIA). But since they
represent the future of every industry,
businesses must adjust.
“Generation Y communicates in a very
different way. So we have to understand
how they communicate and find the
best way to get the message to them
through those communications channels,”
said Elena Grant, executive director of
marketing for the Coverings trade show
organized by National Trade Productions.
“The goal of Web 2.0 technology
is not to get Gen Y to use the social
network but to translate its use into a
visit,” said Zack Below, chief executive
officer and chairman of WebZack, during
a presentation at Trade Show Executive’s
Gold 100 Awards Gala and Summit. If used
correctly, the various methods, from
blogging to networking to twittering,
should be complementary, directing traffic
to each other.
If used incorrectly, modifications can
be made quickly and efficiently. “We know
how many times a web page is actually
looked at and for how long. The only
traditional media that has this level of
measurement has been direct mail. This
means we know when we have not done it
right or when we have done it correctly,”
said Zale Tabakman, managing director of
Zale Tabakman Consulting.
MySpace Is Your Space
“Right now, the social networking
sites are huge, especially with the younger
audience. So those sites are an effective,
inexpensive way to get people to look
at us, see who we are and find out what
we do. This, in turn, sends more traffic
to our website and ultimately, our show,”
said Susie Rich, assistant manager of
IventHelp’s INPEX Invention and New
Product Exposition.
A show’s page on a social networking
site includes information about the
show and a means to connect potential
attendees to the event and to each other.
Social networking sites should allow
members to discover which elements of
a show are designed for them, share tips
and tricks, engage in forum
discussions and even share
stories, photos and video.
“This constant interaction and
discussion helps generate buzz
in the weeks leading up to the
event and feeds the level of
excitement as the event nears,”
said Sacoco.
Shows that take
advantage of the new
media are beginning to see
results. As Macworld draws
closer, more attendees and
potential attendees are joining
related social networks and
community channels. Coverings
has received international
interest from attendee prospects
generated by pages on social
networking sites. And INPEX
has seen more traffic and gathered more
leads from its website in response to
increased online visibility. In addition
to redesigning the INPEX website,
InventHelp has posted photos using
Flickr, MySpace and Facebook accounts;
videos on YouTube; and blog entries on
blogcatalog.com, Yahoo blog and other
blogging communities.
Blog, Blog, Blog
Blogs provide a potential channel to
distribute information, garner reviews
and showcase clients. Some trade shows
have partnered with industry blogs to
post show-related items. Coverings has a
Gen Y staffer who researches the industry
blogs to find the most relevant and then
posts show-related messages. “She posts
when we have something to announce
or something we want the audience to
know,” said Grant. Coverings is also reaching
out to industry bloggers to invite them
to attend the show. Blogging, along with
many other types of social media, tends
to be incredibly cost-efficient: often, these
sites are free. And free does not mean
compromised quality. Not only is a blog
an excellent way to get out information;
the right blogger can also be a trusted
reference, creating buzz and positive wordof-mouth.
Similarly, the right keynoters or other
Best Face Forward. Creating a page for your show on social
networking sites such as Facebook and MySpace can increase
traffic to the show’s website and, ultimately, the event itself.
educators can also act as references.
Features, such as MySpace’s “top friends,”
provide opportunities to showcase these
attention-getters. A great video may also
get noticed. YouTube, home pages and
viral efforts are excellent ways to deliver
video. InventHelp’s INPEX YouTube
videos have received thousands of views:
in its initial five months, the 2008 video
had been viewed 1,229 times.
The language of Generation Y,
according to SIA’s Groves, is design,
conversational communication and
networking. Once trade show marketers
understand how, where and when to
speak it, they’ll secure the future of the
industry.
Reach Chrissa Chverchko, publicity
manager, INPEX Invention and New
Product Exposition, at (800) 424-2089 or
CChverchko@InventHelp.com; Elena
Grant, executive director of marketing,
Coverings, National Trade Productions, at
(703) 706-8246 or egrant@ntpshow.com;
Leslie L. Groves, director of marketing
and communications, SnowSports
Industries America (SIA), at (703) 506-
4230 or lgroves@snowsports.org; Susie
Rich, assistant manager, INPEX Invention
and New Product Exposition, at (800) 424-
2089 or SRich@InventHelp.com; and
Zale Tabakman, managing director, Zale
Tabakman Consulting, through www.
linkedin.com/in/ZaleTabakman.
50 December 2008 Trade Show Executive www.TradeShowExecutive.com

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www.TradeShowExecutive.com Trade Show Executive December 2008 51

Technology
New Mobile Alert Service at Oracle’s OpenWorld
Provided Instantaneous Communication,
Promotion and Evaluation
By Hil Anderson, senior editor
San Francisco, CA – The sound of
thousands of mobile phones all ringing
at once during a trade show is music to
the ears of George P. Johnson (GPJ),
the marketing agency that sees these
devices becoming a powerful means of
communication between show organizers
and their attendees.
That vision was put to the test this
Fall when the GPJ MobilePromote
system was deployed at the 2008 Oracle
OpenWorld in San Francisco. The result
was an enthusiastic reception from nearly
9,000 tech-savvy attendees who opted
into the service – out of a total crowd
of 42,000 attendees – and became the
recipients of a steady stream of text
messages with schedule updates and
promotional opportunities.
The company said that SMS text
messages poured out at a rate of 1,000
per second. A total of 362,456 e-mails
and texts were sent out during the show.
Mobile devices were used to submit 25%
of the 19,000 session evaluations.
The technology and software that
powers GPJ MobilePromote is a triumph
in its own right, but the payoff for GPJ is
the sight of scores of attendees making
their mobile phones and PDAs an integral
part of their show experience.
“It’s not just about technology,”
said Andy Shields, mobile strategist at
GPJ’s Seattle office. “Technology for
technology’s sake is not going to get you
very far if you don’t also look at the user
experience and ask how you can trigger
those experiences.”
Shields’ view is that all of those
show attendees seen busily reading text
messages are not operating in a selfabsorbed
vacuum. In fact, he told Trade
Show Executive, they are being caught up
in the community building process that
organizers have been turning to as a
Continued on page 54
Up-to-the-Minute Reminders. With technology like George P. Johnson’s new MobilePromote system,
attendees receive instantaneous communications on their cell phones from show organizers about
schedule updates, session reminders and promotional opportunities.
Executive Summary
• 9,000 of the 42,000 attendees at
Oracle OpenWorld opted in for
mobile alerts
• The paperless factor was a big
draw for attendees.
• More than 362,000 e-mails
and text messages were sent
during show with schedule
updates, session reminders and
cancelations
• Nearly 25% of 19,000 session
evaluations were conducted via
mobile devices
• The GPJ system handled 1,000
text messages per second
52 December 2008 Trade Show Executive www.TradeShowExecutive.com

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Continued from page 52
means of building up their brand.
“How can we trigger people’s
experiences when they are going up
escalators?” he asked. “You send out a
notification at the right time so all of
a sudden everyone’s device goes off at
the same time. They see others on the
escalator answering their phones and they
are all doing the same thing. It becomes a
social interaction with a viral aspect that
people can participate in.”
Mobile Device is Constant Companion
Mobile phones and their telecom
cousins such as the Blackberry have
become robust enough and ubiquitous
enough that trade show managers see
them as a reliable platform to convey all
manner of information about the show
schedule and exhibitor promotions. And
with text messaging becoming almost
second nature to many users, GPJ
MobilePromote offers show managers
the ability to keep their customers’ mobile
phones and devices humming with preprogrammed
activity during a show.
Technological and regulatory changes
in recent years have it possible for devices
to operate over different carrier networks
and accommodate voice, video and data
communications at a reasonable cost
and in a relatively easy-to-use format.
Shields said GPJ MobilePromote
stokes the furnace at the other end
with a capability to send out hundreds
of thousands of text messages daily
and also accommodating user-initiated
communications such as evaluating
sessions and real-time polling, such as
feedback for speakers.
As long as the show management
keeps their communications program easy
Oracle Sees Into the Future. Oracle put GPJ’s MobilePromote system to the test at their 2008
OpenWorld event at the Moscone Center in San Francisco, utilizing a technology soon to be
commonplace at events across the country.
to use as well, mobile phones will become
a preferred means of reaching out and
touching attendees.
“Making it easy to participate is the
foundation of what drives the ROI,”
Shields said. “Knowing how to get users
to opt in, positioning it so it is relevant to
them, and making sure the experience is
high quality regardless of what network
they are on or what mobile device they
have are some of the keys to a successful
mobile campaign.”
Reach Andy Shields at (206) 229-2641
or andy.shields@gpj.com
Encouraging
Attendees to Use
a Show’s Wireless
Communications Plan
• The green factor appeals to
attendees. Text messages replace
paper and save trees.
• Make “opting in” a user decision.
Provide ample opportunities
to sign up in the registration
process and on-site.
• Give attendees a reason to opt
in with a clear “call to action”
so they will know what they are
missing if they don’t sign up.
• Launch the service before the
show with updates on keynotes,
networking events and added
sessions.
• Realize that most PDA users are
“road warriors” who may not
have the time to browse websites
or social-networking sites such
as Facebook.
• The capacity of GPJ
MobilePromote is great enough
that it can handle thousands
of messages for the largest
shows. The only constraint is
the capacity of the building’s
wireless infrastructure.
54 December 2008 Trade Show Executive www.TradeShowExecutive.com

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December 2008 55

Power Lunch
MIKE COOKE
Global Mogul
As the CEO of dmg world
media, Mike Cooke is a master
at innovation, at building and
retaining a loyal team, and at
achieving strong financial results.
Mike took the helm of dmg world
media in 1997 and completely
refocused the company, acquired
more than 60 companies, launched
numerous exhibitions, entered
more than 40 countries, and grew
revenues to more than $400 million.
He currently chairs the important
Exhibition Industry Foundation and
serves on several industry boards. In
2002, he relocated with his young
family to the San Francisco area
from the U.K.
This summer, Mike made
headlines by selling dmg world
media’s 38 consumer shows to
Marketplace Events for $53 million,
without displacing any employees in
the process.
56 December 2008 Trade Show Executive www.TradeShowExecutive.com

Bob: Did you have a crystal ball to alert
you that consumer shows might be
impacted by the upcoming economic
crunch?
Mike: Our consumer shows were all
market-leading events and we knew
that a buyer would highly value them.
We did a strategic review one year ago,
deciding where and how we wanted to
grow the business. We had a defined
amount of investment capital to deploy
and we decided to use it in other
sectors. So we offered our consumer
shows to others who wanted to grow
their consumer portfolio and would
agree to our criteria of selling the
business as a whole and keeping the
management team in place. We selected
Marketplace Events, which is headed
by Tom Baugh, who was previously
our vice president for the home show
business.
Bob: Do you find it ironic that the first
show organized by the London Daily Mail
newspaper (founder of dmg world media)
back in the 19th century was a home
show?
Mike: Sure, it was quite a big decision
for us. Our original North American
acquisition, which launched us here,
included this home show business. The
reality is these events are all first or
second in their markets. They will survive
and thrive.
Bob: You have events in several industry
sectors. Which are currently the strongest
for dmg world media?
Mike: Well the business as a whole has
performed really well. Our financial
results were just released and these attest
to our successes across the portfolio. We
reported revenues of $403 million and
profits of $77 million.
Bob: Are there new B-to-B sectors that
you’re currently evaluating?
Mike: We are always looking at one or
two new markets. The issue right now
is: When is the right time to move into
them? We normally buy one or two
small businesses at a time and then create
launches around them. However, now is
a difficult time to launch into completely
Youth Mecca. Surf Expo is a focal point for the development of new marketing strategies for dmg world
media. Because the exhibitors, attendees and show managers are in a young demographic, they are
receptive to mobile messaging and other new mediums.
new markets.
Bob: What events do you feel are
currently your strongest?
Mike: Our fastest-growing sectors in
the last year have been the oil and gas
technology sectors, but that could differ
next year. We have a significant presence
in the Middle East with business in Dubai
and Abu Dhabi. These markets could
see a softer landing next year than we’re
anticipating here for North America.
Bob: You will be speaking to the C-level
members at the IAEE meeting in Miami
Beach. What are you going to talk about?
Mike: Next year is going to be tough for
all of us in America, withstanding the
financial crisis and waiting for liquidity
to get moving again. The key issue is the
economy: How deep will the downturn
reach and how long will it last? All trade
shows lag the economy so my advice is to
plan for the worst and hope for the best.
Bob: How are your current shows
performing?
Mike: We just held the International Hotel
/Motel & Restaurant Show in New York
and it was a very strong show. That
being said, attendance was off 5% to
6% since the big hotel groups sent fewer
people, and some of the international
visitors didn’t come, but it was a good
show. Orders were being taken and
most exhibitors were very happy; and
quite frankly I think a lot of them were
expecting to see a much tougher market.
There is an important message here for us
to set realistic expectations and not to talk
things down
Bob: Who/what is your biggest
competitor at the moment?
Mike: Simply put: all other forms
of media. We have to sell the value
proposition that trade shows transact
directly into business much more quickly
than any other media.
Bob: What are you doing to attract Gen X
and Y visitors?
Mike: Consumers increasingly want to
Continued on page 58
www.TradeShowExecutive.com Trade Show Executive December 2008 57

Continued from page 57
be in control of their media or, at the
very least, be able to interact with it. We
are now offering tools at our shows that
allow them to do that. Our ad:tech show
allows us to experiment and play with this.
Increasingly, visitors want to plan and use
their time better, meet other visitors and
not just people on the stands, and while
they’re at the show, blog about the health
of their industry. If they can get into
their FaceBook account and find there are
ten others in their peer group attending
the show, they can easily meet up there
and socialize in the evenings. Opening up
this access will surely keep the younger
set coming to shows, rather than staying
online.
Bob: Do you accommodate bloggers?
And are they considered press?
Mike: We have open access in many
of our shows, with free wireless points
everywhere. Bloggers have their own
area and we actively encourage using our
website as a portal. We want to make it
easy for them to talk positively about us.
Bob: What about mobile texting or
messaging?
Mike: Mobile messaging is increasingly
important for us. We send mobile
messages to our exhibitors to help
them get in and out of the shows more
efficiently, for example. We remind our
visitors about upcoming seminars while
at the show. Also, we track our preregistration
to see who shows up on the
first day and contact the no-shows to
hopefully get them there the next day,
helping to reduce our attrition rates.
Bob: Do you feel younger attendees
could abandon events?
Mike: I’m not convinced that Gen X and
Y are not going to come to trade shows
– now or in the future. Trade shows
mirror their respective industries. If the
average member of a particular sector
is male and in his mid-40s, the average
attendee will be mid-40s and male.
The average demographic for people
interested in online marketing is currently
20-something and, no surprise, the
average attendee at our ad:tech interactive
marketing events is 20-something, a mix
of males and females.
Also, Gen X and Y
are not yet in senior
management positions,
so they will not be
attending our events in
great numbers.
Bob: Since you produce
so many events, there
must a few where they
dominate?
Mike: Yes, Surf Expo is
all about youth, culture
and retailing. The
young attendees come in
droves and the show is
zippy, with an edge to it.
And everybody at it
tends to be younger.
Bob: Travel is more of
a hassle these days. Will
the reduced airlift in many cities impact
your events?
Mike: I have an anecdote to answer you:
years ago, when I was running an antiques
fair in England and standing in the middle
of a field in pouring rain talking with one
of my customers about where we should
run another fair, she said to me: ‘Son, I’ll
put a booth on the dark side of the moon
if you can guarantee enough buyers will
turn up.’ I believe that business people
will put up with travel inconveniences if
their reason for traveling to do business is
strong enough.
Bob: Are you concerned about rising
airline costs and fees?
Mike: I think many of our travel issues
have more to do with the economy.
Regardless of airfares, companies are
going to cut marketing and travel budgets.
The other issue that deeply affects travel
and our industry is that America hasn’t
been a welcoming place. International
visitors from certain areas of the world
cannot get visas to come here. Take
the textile industry: we ran a good show
here, but the industry dried up when
visitors and exhibitors tried to enter from
Turkey, Iraq, Pakistan and northern India
and could not get visas. They went to
German trade fairs and found European
Staying on message. Mike Cooke talks with Mia Eng, corporate
communications director for dmg world media. With plans in place,
the company is poised to respond rapidly to new opportunities and
changing business conditions worldwide.
wholesalers to import their goods into the
U.S. They added another costly link in the
supply chain because they physically could
not enter this country.
Bob: Do you foresee a change in this
policy, given the recent election?
Mike: I was quite taken with the
international response to Barack Obama’s
election. There was a definite warming
and a lot of people are hoping America
will open its doors to business again. Our
industry will definitely benefit from that.
Bob: With the dollar gaining strength, will
that hurt international attendance?
Mike: I don’t feel it will make much
of a difference. It all depends on what
industry sector you are in and the strength
of events serving the sector. Our marketleading
events will not be impacted.
Bob: How do you rate Americans in
reaching a global audience?
Mike: Among the things that make
America so great is the way it makes
capital work, the way higher education is
tied into industry, and the patent system.
This helps America be more creative,
inventive and entrepreneurial, resulting
in a strong driving force – stronger than
any other country. The ‘next big thing’
will surely come out of the United States
Continued on page 60
58 December 2008 Trade Show Executive www.TradeShowExecutive.com

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Exhibition Management
Exhibit Sales & Invoicing
Operations Management & Planning
Integrated Floor plan
Attendee Marketing & Registration
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Full Accounting
Client-Server or Hosted
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www.TradeShowExecutive.com Trade Show Executive December 2008 59

Continued from page 58
and that helps generate global
business. We’ve been in the
online marketing business for
six years and all the innovations
happen first in the U.S. They
then go around the world at
lightning speed. I think this will
hold true for bio-technology,
nano-technology, the green
movement, etc.
Bob: Is the green movement part
of your operations?
Mike: Definitely, as I feel this
has to come about. If you have
young children, like I have, it
is all they talk about. I live in
California and the state has
initiatives to reduce its carbon
footprint. If the new Obama
administration puts money in the
right places to encourage this, it
will happen quickly. And it is already
happening in our industry, slowly. We
need to get the contractors, venue
owners and organizers working together.
America can easily be ahead of the curve
in this exciting new marketplace.
Bob: How is your competition in this
economic climate?
Mike: Where we can sell our value
proposition clearly, we have a distinct
advantage. Because we built marketleading
events quickly, they do much
better in a down economy. I always
remind my team: a rising tide lifts all
boats, but an ebbing tide doesn’t lower all
boats equally.
Bob: What does dmg world media do
better than anyone else?
Mike: It’s a very interesting question and
my answer comes easily: we spend a lot
of time finding dmg world media people
and then we let them get on with their
jobs. We are very decentralized and as a
consequence it allows our people to be
more customer-focused.
Bob: Who were your mentors?
Mike: Keith Harris was my first mentor.
He and I started in this business 34 years
ago, and he currently runs a small media
business in the U.K. My other mentors
Confident and casual. Cooke meets with exhibitors at a recent show
to hear their concerns and ideas. The dmg sales message of value rather
than cost has helped build the company’s events into market leaders that
will be able to weather economic downturns.
are Michael Franks and Mark Alcock, my
business partners in dmg world media for
these 15 years. One of the great benefits
from acquiring businesses is that you meet
and learn from great business people,
fantastic entrepreneurs and innovators,
like Jeff Little and Bob Dethlefs.
Bob: What advice would you give your
middle management executives in this
economy?
Mike: We stress selling the value
proposition, not the price. It doesn’t cost us
any less money to put on an event because
the economy takes a downturn -- we still
have an exhibitor contract and a customer
promise to the people coming through the
door. We are not going to spend any less
money fulfilling these promises.
Bob: You’re the current chairman of
the Exhibition Industry Foundation.
You have pumped needed life into the
organization.
Mike: I thought long and hard about
taking on this responsibility, and I’m glad
I did. We’ve recently raised more than
a million dollars from fewer than 25
leading companies and we are looking
to raise another million in the near
future. Given the current economic
environment, our industry needs more
comprehensive research, education and
industry promotion. We are creating a
focal point for that money and
reaching across the industry
to make things happen. We’re
doing good things with SISO,
CEIR, IAEE and others.
Bob: What do you see as the role
of the EIF, IAEE, SISO and
CEIR?
Mike: Originally, IAEE and
CEIR had their own foundations.
They were combined several
years ago and now the EIF’s
primary function is to raise funds
to support necessary programs
within the industry. Based on
feedback from top industry
leaders, we are creating a reliable
metric to calculate the economic
impact of an exhibition or event
on a host city. Also, we hope to
compile an industry database that
covers every exhibition and event, not just
the large ones. We are helping CEIR fund
their generation study and publicize their
ROI calculator.
Bob: What’s next for you?
Mike: We’re looking at moving into some
faster-growing industries. When we come
out of the next 18 months, I think you’ll
see dmg world media even more active
in the U.S. market. Also, you’ll see us
expanding further into Asia.
Contact Mike Cooke at (415) 464-8500 or
email: mikecooke@dmgworldmedia.com
Bob Dallmeyer, CEM,
is Past Chairman of
both the International
Association of
Exhibitions and
Events (IAEE)
and the Trade
Show Exhibitors
Association (TSEA),
as well as a former Bob Dallmeyer
Director of the
Center for Exhibition Industry Research
(CEIR). In 2006, he was inducted into the
Convention Industry Council’s “Hall of
Leaders.” Contact Bob at (323)934-8300
or bdallmeyer@tradeshowexecutive.com
60 December 2008 Trade Show Executive www.TradeShowExecutive.com

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www.TradeShowExecutive.com Trade Show Executive December 2008 61

Convention Center Design
A Holistic Approach to Convention Center Design
Oregon Convention Center Serves As Testing Ground
By Carol Andrews, editor-at-large
If a venue focuses on what
constitutes a positive experience for
attendees, show organizers will draw more
attendees and exhibitors and increase
satisfaction. That was part of the thinking
behind the development of HOK Venue’s
Experience Audit, a service that evaluates
the entire convention experience from
the attendee perspective. HOK Venue,
well-known for its design and consulting
services to convention and exhibition
facilities, takes an in-depth look at the
attendee’s convention experience, from
arrival in the convention city to departure.
In addition to evaluating the convention
center, the Experience Audit examines
several attendee touchpoints, including
the airport, ground transportation,
hotels and other aspects of the city. The
Experience Audit captures a complete
picture of how the attendee is treated by
the city as a whole.
Building management, the convention
and visitors bureau, hospitality services,
transportation – all have to recognize that
their piece of the pie has a role to play in
the total attendee experience and all have
a responsibility for an event’s economic
impact on the city, said Todd Voth, senior
principal, HOK Venue.
“We wanted to have
a better understanding
of what makes a great
convention center, and this
required understanding the
attendee experience from
a 360-degree perspective,”
Voth said. “While most
conventions have some
means of gathering
feedback about the event,
we discovered that no
one is evaluating the
attendee’s entire experience.
We believe that great
David Greusel
convention centers happen only in places
where the total visitor environment has
been designed to provide a positive user
experience.”
At the end of the Experience Audit,
HOK Venue offers suggestions on how
to improve the convention experience so
that attendees will return.
Portland is First to Audit the
Attendee Experience
The Oregon Convention Center was
the first facility to undergo an Experience
Audit. HOK Venue sent an audit team
to Portland to observe HydroVision 2006,
an annual convention and trade show. In
addition to tracking the movement and
behavior of attendees and exhibitors,
HOK’s audit team attended sessions,
toured the exhibit hall and immersed
themselves in the convention as if they
were attendees.
The Experience Audit team --
including five members in the field fulltime
during the event, six designers and
an operations consultant -- conducted
interviews with attendees, exhibitors and
meeting planners. In addition to oral
interviews, the team collected nearly 200
written surveys.
Jeff Blosser
“We had no preconceptions about
what we would find in Portland,” said
Executive Summary
• When a venue focuses on
what constitutes a positive
experience for attendees,
show organizers could see
better attendance numbers
and a higher level of exhibitor
satisfaction.
•
Building management, the
convention and visitors
bureau, hospitality services,
transportation – all have to
recognize that their piece of
the pie has a role to play in
the total attendee experience
and all have a responsibility
for an event’s economic
impact on the city, according
to Todd Voth, senior principal,
HOK Venue.
• HOK Venue introduced an
Experience Audit service to
evaluate the entire convention
experience from the attendee
perspective.
• The Oregon Convention
Center was the first facility to
undergo an Experience Audit
during HydroVision 2006.
• HOK gathered a tremendous
volume of information at
HydroVision 2006 and used
it to create several reports,
including suggested design
improvements for the Oregon
Convention Center.
62 December 2008 Trade Show Executive www.TradeShowExecutive.com

HOK Venue principal David Greusel.
“In fact, most of the Experience Audit
team had never been to Portland or the
Oregon Convention Center, so their
reactions were as fresh as they could
possibly be. The attendees we spoke
with were generally extremely positive
about the event, the center and the city.
Complaints were few and tended to focus
on hotel availability near the convention
center, which is a known issue in Portland
and one that city leaders are actively
seeking to fix.”
Audit Team Recommends Design Ideas
The team gathered a tremendous
volume of information and used it to
create several reports, including suggested
design improvements for the Oregon
Convention Center.
“Using the information we gathered
on-site, our design team looked at some
specific design ideas that might have
improved the user experience at the
Oregon Convention Center and around
the city,” Greusel said. “Our design
suggestions ranged from the extremely
practical to somewhat fanciful, but we did
give the center a lot of ideas to consider
as they plan for building upgrades in the
future.”
One simple idea that was easy to
implement was an improvement in door
signage. Nearly every member of the
Experience Audit team at HydroVision
commented on the number of exit doors
in the convention center that were marked
“Not an Entrance.” Attendees found this
message to be off-putting, and as a result
of the audit, the door signage has been
changed to a more positive message about
where the entrances are located.
Jeff Blosser, director of the Oregon
Convention Center, was pleased with the
insight the audit provided. “The HOK
Experience Audit helped us see, from all
facets of our operation, what we needed
to do to improve the customer experience
at OCC,” he said. “It also validated what
Portland has to offer, including the ease
of getting around our community. This
was refreshing to hear.”
In addition to revising door signage,
the Oregon Convention Center plans to
Before
View From the Street. The main façade of the Oregon Convention Center is architecturally attractive but
fails to ‘activate’ Martin Luther King Jr. Boulevard.
After
Bustling with Activity. A design enhancement coveted by many centers today is street frontage that is
‘activated’ by shops or other street-level attractions.
Continued on page 64
www.TradeShowExecutive.com Trade Show Executive December 2008 63

Continued from page 63
increase the seating capacity in public areas
for food and networking. A concession
stand will become a restaurant, a lobby bar
will be created at a cost of $250,000 and
a buffet food area will be added. Blosser
points out that this will be a benefit to
show management as it provides more
food options for attendees and gives them
a place to network before, during and after
their shows. These renovations are a result
of recommendations in the Experience
Audit.
“We’ve also created additional
signage with advertising opportunities
to give attendees a sense of what else is
going on in the community while they
are in town,” Blosser said. “We have
a big Bright Lights District Plan that
before
we plan to launch if the headquarters
hotel project is approved next month.
This will liven up the area around the
convention center, which is still another
of HOK’s recommendations.”
Reach Todd Voth at (816) 221-1500
or todd.voth@hoksve.com; Jeff Blosser
at (503) 235-7575 or jeffblosser@
oregoncc.org
Continued on page 66
After
Pleasant and Functional. The light and airy entrance to the exhibit halls at
the Oregon Convention Center drew few complaints from attendees.
before
Room with a View. The exhibit hall entry, revised by the Experience Audit
team, is still light and airy, but affords better, more enticing views of the exhibits
within. Floor finishes were revised to a more durable terrazzo finish.
After
Lacking Excitement. Meeting rooms at the Oregon Convention Center are
well-equipped and functional but are essentially bland boxes.
Bold and Dramatic. With the redesign, the speaker’s lectern and media screen
became more of a a focal point in the room.
64 December 2008 Trade Show Executive www.TradeShowExecutive.com

M
aking Every Event Exceptional.
ARAMARK Convention Centers has been recognized by customers and
clients as a partner committed to providing quality products and service
while protecting and improving the environment. To make every event
exceptional we are exploring ways to:
Be a proud participant in the Monterey Bay Aquarium's Sustainable Seafood Initiative
Increase purchases of organic and locally grown products
Advocate green meeting options for event planners
Boost purchases of recycled or FSC certified paper products
Offer alternatives to plastic utensils, cups and serving pieces
Encourage organic waste composting and recycling programs
www.aramarkconventions.com
www.TradeShowExecutive.com Trade Show Executive December 2008 65

Continued from page 64
before
After
Long Hallway. A characteristic common to many convention centers is a long
prefunction area without much apparent activity.
before
Prefunction Reimagined. In this ‘after’ view developed during the Experience
Audit, the prefunction concourse is activated by retail shops, livelier finishes,
and locally-related graphics.
After
The Way We Were. Exhibit space at the Oregon Convention Center was
highly rated by attendees, but is hardly unique.
before
Back to the Future. This Experience Audit proposal, to add daylight to the
exhibit area, was borrowed from a European railway station.
After
Transit Center. This ramped passageway at the Oregon Convention Center
is designed to facilitate traffic flow.
Pedestrian Rest Stop. As reimagined by the Experience Audit team, this
ramp becomes a seating area for attendees to relax, converse and recharge.
66 December 2008 Trade Show Executive www.TradeShowExecutive.com

www.TradeShowExecutive.com Trade Show Executive December 2008 67

Events
Global Investment Summit Raises the Profile
of Events as Platforms for Progress
By Hil Anderson, senior editor
New York, NY — Trade shows and
conferences have always been great
places to network and get some business
done, so it isn’t a huge stretch of the
imagination to see them soon becoming
an informal gathering place for movers
and shakers to tackle the world’s most
pressing issues.
The recent Global Investment Symposium
(GIS) in New York demonstrated the
drawing power that events can have and
the potential impact of getting industry
leaders together with the intellectuals and
political leaders who can make things
happen on a grand scale.
Charles Allen, chairman of the C.W.
Allen Group, LLC, helped organize the
event for the International Economic
Alliance, a well-connected cadre based
at Harvard University in which he serves
as the executive director. He said that
the conference, held in Manhattan on
September 24 against the backdrop of
the Wall Street crisis and the opening of
the United Nations General Assembly,
proved to be a perfect venue for a highpowered
and informal exchange of ideas
about the world’s economic future that
might not have been possible in another
setting.
“The people who can actually do
something about the economic future
understand that nothing good happens
until we collaborate harmoniously,”
Allen told Trade Show Executive. “And we
never collaborate harmoniously until we
connect, and we only really connect faceto-face
at events.”
Mix of Big Business and Big Issues
The day-long session was held at the
Harvard Club of New York City on the
day after the U.N. session convened and
the day before the annual meeting of
the high-powered Clinton Global Initiative
in another part of Manhattan. The
program included keynotes and a series
of “country presentations” by ministeriallevel
officials on the investment
opportunities in their respective nations.
This year’s session included presentations
on Colombia, Turkey, Nigeria, Northern
Ireland, Greece, Turkey, Serbia and other
U.S. trading partners.
Gatherings of experts, political
notables and policy wonks are virtually
daily occurrences in Washington, but the
GIS offered a notable difference in the
form of pre-scheduled appointments
between highlevel
corporate
executives and
ranking officials
from the guest
nations.
The loftiness
of the attendees
who were using
the GIS not only
as a platform to
share ideas on
Charles Allen
world peace and prosperity, but also to
talk business, made a definite impression
on Allen, a veteran of the trade show
industry. “The theme was solving the
significant problems we face globally and
we can only address by uniting face-toface
through events,” Allen said. “And
when you think about it in terms of our
industry, global leaders embrace events.”
Deft Touch
A dynamic educational component
and high-profile keynotes are considered
highly desirable, if not mandatory,
features of a major trade show. So, it
would not be a major stretch for an
organizer to consider offering an event
as a meeting place for policy makers and
T. Boone Pickens (middle), one of the most influential executives in the
petroleum industry, and Charles Allen exchange greetings at the Global
Investment Symposium September 24.
Jack Kemp (middle left), former Secretary, U.S. Department of Housing
and Urban Development, was one among many high-profile attendees at the
recent GIS in New York.
68 December 2008 Trade Show Executive www.TradeShowExecutive.com

industry leaders to get together on an
unofficial basis. Shows and convention
centers can provide an insulated
environment away from the news media
that will foster the types of personal
relationships that can influence world
events.
“The topics that were taken on were
the significant problems that we all face,”
Allen said of the GIS. “It was all about
using events to bring the best minds
together to embrace innovation.”
Putting together such a heady experience,
however, may require a highly personal
touch that differs from drafting a speakers
list from among executives within a
specific industry.
“There are so many nuances with
respect to protocol,” said Allen, whose
guests included VIPs such as businessman
T. Boone Pickens, Intel Corporation
Chairman Craig Barrett, GE Vice
Chairman John Rice, Mosaic CEO Jim
Propopanko, the venerable U.S. diplomat
Ambassador Thomas Pickering, the
Honorable Secretary Jack Kemp and
Serbian President Boris Tadic.
The International Economic Alliance
was able to provide the imprimatur
needed to draw the luminaries to the
event where the attendees from the
business world could make personal
contact with them. Allen said the director
of the event, Van McCormick, and
other leaders of the organization, had an
advantage in their ability to reach out to
the VIPs as colleagues and even as friends
in extending their invitations. “This is
the absolute opposite of mass-mailings
to a group of solution speakers – anyone
and everyone,” Allen said. “It is 100%
‘somebody who knows somebody’ and
100% personal touch. I am honored to be
involved with the extraordinary vision and
‘cause’ as that of IAE.”
Most event planners likely do not
have the type of Rolodex that can put
them in touch with world leaders. At the
same time, however, they have plenty of
experience in extending invitations to the
kinds of thought leaders and captains of
industry whom world leaders might want
to meet in order to discuss the pressing
issues of the world within the friendly
confines of a leading trade show.
Reach Charles Allen at (205) 263-
0555 or charles.allen@cwallengroup.com;
Van McCormick, (617) 359-5711 or van.
mccormick@iealliance.org
www.TradeShowExecutive.com Trade Show Executive December 2008 69

Flashes from the field
. . . . . . . United Business Media
postponed its co-located CPhI India
and P-MEC India shows at the Bombay
Exhibition Centre following a 60-hour
terrorist siege in the city of Mumbai
which began on November 26. While
the exhibition center was not directly
affected by the violence, UBM decided
not to open the events as scheduled on
November 28 after consulting with local
authorities and pharmaceutical industry
representatives. New dates were not
immediately announced. Reach UBM
India at +91 22 6612 2600 or info@
ubmindia.in. . . . . . . . . . . . . . . . .
. . . . . . . EH Publishing will replace
its annual EHX Fall show on the West
Coast with a new event to be co-located
with the International Consumer Electronics
Show in Las Vegas. The new event,
EHX@CES will be held January 7-10 at
the Las Vegas Convention Center under
a 10-year agreement with CES. The show
caters to the custom home electronics
industry. Reach Jim Wagner, general
manager of events for EH Publishing, at
(508) 663-1500 x242, or jwagner@ehpub.
com. . . . . . . . . . . . . . . . . . . . .
. . . . . . . The Las Vegas Convention
Center launched a display system at the
2008 SEMA Show that provides visitors
with real-time flight information identical
to the screens at McCarran International
Airport. Attendees will be able to monitor
their flights while at the convention
center and head for the airport at the
last possible moment. The center already
offers a baggage check service that makes
departure day even more convenient.
Reach Chris Meyer, vice president of
convention sales, at (702) 892-2855 or
cmeyer@lvcva.com. . . .
. . . . . . . The Golf Industry Show
signed one of its participating partners
to a new six-year deal. The Golf Course
Builders Association of America will
continue its relationship with the show
through 2014. The association is one of
six non-profit organizations that organize
the annual event. Reach Show Manager
Caroline Gollier at (785) 832-3631 or
cgollier@gcsaa.org. . . . . . . . . . . . .
. . . . . . . Gaylord Entertainment
cited infrastructure costs and red tape
in announcing it had scuttled plans to
build a resort hotel and convention
center on San Diego Bay in Chula Vista,
a short distance from the bayfront San
Diego Convention Center. “We are
very disappointed to have made this
decision since the greater San Diego
region is such an important convention
market,” said Colin Reed, chairman and
CEO of Gaylord Entertainment. “Over
the last year to 18 months, this project
has become much more complicated
and risky as infrastructure costs have
escalated and the time line for the hotel
was extended by the very complicated
and prolonged approval process.” In the
meantime, Gaylord won approval for a
similar resort-convention development in
Mesa, AZ, a suburb of Phoenix. Reach
Colin Reed at (615) 316-6000 or creed@
gaylordentertainment.com. . . . . . . . .
. . . . . . . The Direct Marketing
Association (DMA) said it had
launched a restructuring plan brought
on by the same economic turmoil that
has trade show organizers concerned
about shrinking marketing budgets.
The organization, which sponsors more
than 20 conferences per year, did not
comment on the possibility of layoffs
or operational changes. “Like so many
prudent businesses, DMA is restructuring
to ride out the current economic situation
ensuring we remain strong and capable of
continuing to provide outstanding service
to our members and customers well into
the future,” the DMA said in a statement
provided to Trade Show Executive. The
reorganization came less than a week
after the DMA warned that the industry
could expect revenues to slump in the
near future. “Overall, findings reveal that
weak economic conditions experienced in
the Third Quarter of 2008 are continuing
to cause direct marketers to face softer
revenues compared with the same quarter
in 2007,” said Anne Frankel, senior
research manager for the DMA. Reach
John Greco, president and CEO, at (212)
768-7277 or jgreco@the-dma.org. . . . .
. . . . . . . Trevor Foley will join
forces with the mergers and acquisitions
broker firm Media Mergers to work on
transactions in the European events
sector. He will be working with Martin
Wright, who founded Media Mergers
in 1990. Foley launched Event Services
Network earlier this year after stepping
down as group CEO of the Events
Industry Alliance. Reach Trevor at 014
4228 5819 or foley@esnltd.org.uk; Martin
at 020 3002 4729 or martin.wright@
media-mergers.co.uk. . . . . . . . . . . .
got news?
Let us know when news is heating
up! As you near the final stages
of an acquisition, change in
management, expansion, launch or
other important news, let us know in
advance that news is about to break.
Contact:
Darlene Gudea,
VP/publisher & editor, at
dgudea@tradeshowexecutive.com
70 December 2008 Trade Show Executive www.TradeShowExecutive.com

TSW_081108 TWI GROUP AD 7/18/08 4:45 PM Page 1
LAS VEGAS
NEW YORK LOS ANGELES SAN FRANCISCO TORONTO
WWW.TWIGLOBAL.COM (702) 691.9000 PHONE (702) 691.9045 FAX
Global Logistics Solutions for People and Exhibits

Special Report
Part VI of a
ten-part report
on building
attendance at
trade shows
WindPower Show Blows Away Previous
Attendance Records
National Focus on Alternative Power, Association Efforts Drive Growth
By Sandi Cain, news editor
Attendance Surge. WINDPOWER grew 90% in attendance in 2008 in Houston.
Last month, this column featured a convention
that bucked economic trends within its industry to
post healthy growth in attendance and exhibitor
numbers. This time, we’re taking a look at a
show in a high-growth industry and how show
management exceeded even its own rosy forecast.
Given the high interest in alternative
energy sources, the American Wind
Energy Association (AWEA) expected
higher-than-average growth for its 2008
Windpower show. But when the
event was held June 1-4 at the George R.
Brown Convention Center in Houston,
it blew through the numbers, nearly
doubling attendance and exhibitor figures
from 2007:
• Attendance shot up to 13,300
compared to 7,000 attendees in 2007.
• Exhibitor numbers skyrocketed from
420 to 776.
• Net square feet expanded from 92,540
to 168,200.
High-profile speakers and a “Careers
in Wind” seminar and Job Fair added to
the draw. Speakers included Gov. Rick
Perry of Texas, Gov. Kathleen Sebelius
of Kansas, Houston Mayor Bill White,
and Gen. Wesley Clark (retired), former
NATO Supreme Allied Commander
Europe. The job fair featured top
executives from wind energy companies
who highlighted future recruiting efforts
and trends for the industry.
Growth Necessitates Venue Change
Organizers of the show had planned
for an annual expansion of 20% to
40%, based on the previous five years.
Instead, Windpower 2008 grew by
85%. Shortly after the 2008 show closed,
72 December 2008 Trade Show Executive www.TradeShowExecutive.com

Look What the Wind Blew In. Large exhibits such as this wind turbine were on display at WINDPOWER.
demand for
space in the
2009 show
exceeded
the space
available at the
Minneapolis
Convention
Center over
those dates,
according to
Conference
Stephen Miner Director
Stephen Miner.
As a result, the AWEA relocated the
2009 show to McCormick Place in
Chicago. AWEA officials said the show
has blossomed so quickly they had fewer
venue choices and felt fortunate to find a
viable option in such a short time frame.
Once the new venue was confirmed,
staffers began working to keep exhibitors
on board. “We had to resell the space and
still we’re ahead of last year,” Miner said.
The show was last held in Chicago in
2004. Already, more than 850 exhibitors
are signed on and some 2008 exhibitors
still have contracts pending.
Miner knows the exponential growth
will level off, but said he thinks it will
continue for a few years as various
businesses “stick their toes in the industry
sand.” Between 2002 and 2007, the wind
energy industry in the U.S. had an average
growth rate of 29%.
A Group Effort
Miner said the 2008 show growth
could be attributed to both industry
trends and an effort by the association
to grow on its own. To that end, AWEA
worked with other industry associations,
including the European Wind Energy
Association, the Canadian Wind Energy
Association, Global Wind Energy Council
and German WindEnergy Association.
They also partnered with groups such
as the American Gear Manufacturing
Association, American Composite
Manufacturing Association and Forging
Industry Association, as well as domestic
and international economic development
organizations.
“The show’s credibility is enhanced if
other groups are vouching for us,” Miner
said.
Another initiative pursued by AWEA
is to be involved with trade shows in
related industries. “We attend utility
shows, such as those by the National
Rural Electric Cooperative Association,
and transportation shows,” Miner said.
AWEA sometimes sponsors educational
programs at those shows. “We’re
expanding beyond those who already
know about wind,” he said.
Exhibitor Retention is Key
Miner knows the importance of
exhibitor retention. AWEA has a staff
person whose sole job is to maintain
personal contact with exhibitors. Another
staffer will be added this year to assist.
“It’s much easier to retain an exhibitor
than it is to obtain a new one,” Miner
said. He believes that’s particularly true
in uncertain economic times when strong
relationships may help with retention.
The organization also undertakes
cross-promotion efforts in-house by
focusing on details, including adding the
show name to email signature lines, press
kit fact sheets and other correspondence
with those who might not otherwise
Continued on page 74
www.TradeShowExecutive.com Trade Show Executive December 2008 73

TM
Special Report
Continued from page 73
receive show materials. “We might never
touch them otherwise,” Miner said.
Targeting the International Market
A third effort by AWEA to extend
its reach and build its show is through
the international market. But while some
shows concentrate on getting more
attendees to the U.S., AWEA focuses
on promoting to the market overseas
first. To that end, AWEA has exhibited
extensively in Europe and Asia, including
participating in a pavilion at one Taiwan
show and exhibits in Germany and
Spain. Miner said that helps AWEA
understand the costs required to take part
in international events.
Once they’ve been to the overseas
shows, AWEA works with foreign
chambers of commerce and trade groups
such as the Danish Wind Industry
Association to bring delegations to the
U.S. show as attendees. “The only way
to get them here is to show them the
business model first,” Miner said.
Later, AWEA offers reduced fees
or other incentives to get international
delegations to come here on their own.
They also try to help with obtaining visas.
“Once they find there are people here to
work with, it’s easier,” Miner said. The last
Snapshot:
step is to get them to return – hopefully
with an exhibit or pavilion of their own.
Then retention efforts take over.
The organization’s international efforts
have paid off. About 13% of the show’s
attendees come from overseas. Many
more are representatives of European
companies who are based in the U.S.,
according to Stefanie Brown, deputy
director of conferences and meetings.
Reach Stephen Miner at (202) 383-
2500 or sminer@awea.org; Stefanie
Brown at (310) 477-5062 or sbrown@
awea.org
Show and Tell. Exhibitions are the best medium for attendees to see large equipment and meet with
technical experts.
Windpower Conference & Exhibition
Website: www.windpowerexpo.org
Show owner: American Wind Energy Association
Show management: American Wind Energy
Association
Show dates: June 1-3, 2008
Next Show: May 4 - 7, 2009 at McCormick Place,
Chicago, IL
2008 2007 2006
Net Square Feet of Exhibit Space 168,200 92,540 57,100
Exhibiting Companies 776 419 293
Total Attendance 13,183 7,025 5,041
Total Room Nights 18,015 12,505 6,616
Peak Room Nights 5,059 3,494 1,914
Site George R. Brown Los Angeles David L. Lawrence
Convention Center Convention Center Convention Center
Houston, TX Los Angeles, CA Pittsburgh, PA
General Service Contractor Champion Champion Freeman
E exposition Services Exposition Services
Registration Firm eShow 2000 eShow 2000 Registration Control
S systems (RCS)
74 December 2008 Trade Show Executive www.TradeShowExecutive.com

meeting in HOUSTON is a
walk in the park . . .
Discovery Green is the new 12-acre park located in downtown
Houston and one of the citys newest attractions.
Emulating the model of great urban parks around the
country, Discovery Green is designed as a diverse meeting
place that engages people of all ages and backgrounds, as
well as workers, residents, and visitors alike.
The WiFi-connected park offers restaurants, an amphitheater,
picnic areas, dog runs, a pond, jogging trails, promenade
and vibrant green spaces for personal recreation and special
events. Visitors enjoy dining options which include: the
informal elegance of The Grove restaurant and the fastcasual
fare of The Lake House, with both menus comprised
of award-winning Chef Robert del Grandes creations.
Get to and from the park with ease
Discovery Green is located just steps from the GRB and Hilton
Americas-Houston hotel and within blocks of Houstons
METRORail----connecting the park to the Museum District,
Texas Medical Center and Reliant Park.
. . . and a
party in the
pavilions
Houston Pavilions is downtown Houston's newest pedestrianfriendly,
open-air retail entertainment center which spans
three city blocks. A central courtyard and people-friendly
streetscapes allow for alfresco dining and window shopping
seven days a week.
Current tenants include:
House of Blues
Lucky Strike Lanes
Petes Dueling Piano Bar
Yaos Restaurant & Bar
Polk Street Pub
Cork Wine Bar
III Forks Steakhouse
Andalusia Tapas Restaurant
Guadalajara Mexican Bar & Grill
McCormick & Schmicks Seafood
Mia Bella
Opium
Au Bon Pain
And many more!
Getting to and from the party is a breeze
The Houston Pavilions is located just a few blocks from the
GRB and on Houstons METRORail----connecting the Pavilions
to the Museum District, Texas Medical Center and Reliant
Park.
Greater Houston Convention and Visitors Bureau
www.TradeShowExecutive.com Trade Show Executive December 2008 75

Trade Show Executive’s
76 December 2008 Trade Show Executive www.TradeShowExecutive.com

By Renee Di Iulio, senior editor, news & directories
Carlsbad, CA - Compensation trends
generally move with the economy —
up when things are good and down
when they are not. Even though the
economy is down, however, many trade
show organizations and associations
are reporting respectable growth. As a
result, trade show organizers are likely
to see their compensation increase in
2009, albeit below inflation.
The average increase in show staff
salaries is projected to be about 2.7%,
with many organizer firms expecting
to award gains of 3%. This is in line
with general compensation trends in
the United States. A number of surveys
covering the nation and its various
industries also report expected average
pay increases of 3% to 4% in 2009.
However, these numbers are lower than
the cost-of-living-adjustment of 5.8%
that the Social Security Administration
has announced for next year.
Most shows have weathered the
economic hardships fairly well, but
as the news continues to worsen
(growing joblessness, smaller budgets
and the continued credit crunch),
few shows will remain unscathed as
exhibitors and attendees drop out or
reduce participation. If the predicted
recession is longer and more severe
than expected, the effects will ripple
throughout the exposition industry.
That in turn will effect compensation
in 2009.
Many companies are, therefore,
taking a wait-and-see approach but
developing contingency plans in the
interim. Some have decided to hold
off on offering base pay increases,
but still expect some gains to come
through incentives. Serious contingency
plans include layoffs; but even then,
remaining staff may see salaries
go up as they absorb additional
responsibilities.
Variable Pay Up
Though fluctuations in the economy
can impact wages, they are not likely
to alter compensation strategies. Some
companies determine raises based
solely on cost-of-living increases.
More frequently, pay raises are tied to
performance. Many companies have
variable pay rates that incorporate
objectives, both individual and corporate.
The awards may be short-term incentives
tied to a specific formula and decided
during a short time frame (typically a year)
or bonuses that are calculated based on
results.
Goals can include revenue or
contribution targets; increased market
share; new customers; expanding into
new regions; etc. Incentives can come
in the form of gift cards, electronic gifts,
travel award or cash awards. Bonuses
are more closely related to revenues and
contribution. If and when these numbers
take a hit during a downturn in the
economy, the bonus pool is empty. A
high percentage of trade show organizers
will find that in 2009, bonuses will be
small or non-existent.
Cost of Benefits Climb
Benefits continue to remain
competitive with expansive menus that
include flexible spending accounts, 401(k)
plans and personal and family health and
dental insurance. Health insurance rates
are expected to increase yet again in 2009.
One executive notes that healthcare
costs have risen 20% over the last
several years and continue to accelerate.
Another cites annual increases of 8%
to 10% (costs that have been added
proportionally to both the company
and employee contribution levels). Yet
both companies will continue to offer
health insurance with no plans to reduce
coverage. “We view the provision of this
benefit as an essential tool that allows
us to be competitive in attracting and
retaining employees,” says one organizer.
Stable Staffing Levels
Contrary to many larger businesses
in flailing industries (e.g. automotive,
finance and newspapers), trade shows are
still hiring. Although some media firms
are reducing headcount on the print
side, they report the exhibition staff will
generally remain intact. In fact, many
firms reported ongoing recruitment
efforts for open positions. One small
company expected to grow staff by 20%.
Exhibition executives, however,
are unwilling to rule out cost-cutting
measures, such as layoffs. Many
anticipate having to make adjustments
in response to changing conditions in
the economy and the markets they serve.
One executive expects his company to
undergo restructuring, which will likely
result in both lost jobs and new hires.
“This has become a different
business. As shows need to get more
efficient at producing content and
marketing online, there are different skill
sets required. You might have to reduce
staff in one area and add staff with the
appropriate skills in another area,” said
the executive.
With the unemployment rate
reaching 6.5% in October 2008 (as
reported by the U.S. Department of
Labor’s Bureau of Labor Statistics),
companies that are currently looking to
hire may find a more qualified pool of
candidates from which to pull.
“We have been fortunate to attract
highly effective people that have been
set free by larger companies in other
industries as they go through wave after
wave of cost cuts. As big companies
continue to cut, I expect to have many
more opportunities to bring in highly
trained and effective talent,” projected
one show executive.
Continued on page 78
www.TradeShowExecutive.com Trade Show Executive December 2008 77

Continued from page 77
In the Money
Trade shows are big business, and
generally speaking, those employed
in the industry earn a decent wage. The
real median income in the United States
rose to $50,233 in 2007, according to a
report by the U.S. Census Bureau. To be
considered poor, an individual would have
to earn $10,590 or less. And although
most U.S citizens may feel poor these
days, the majority of show employees earn
well over that amount.
To compile a view of compensation
in today’s trade show and convention
industry, we used a variety of sources,
including interviews with trade show
executives, national surveys and public
documents reflecting company (and
association) earnings and expenditures.
In general, salary ranges within the
exhibition and event industry are broad.
Occupational titles don’t always match
between companies, and wages vary
according to geographic location, the
company’s size and portfolio, the size
of the show(s), previous experience,
education, certification and skills—both
for the job and the negotiations.
Typically, organizers of large events
with a large staff earn more than those
who organize smaller events and oversee
fewer people. Urban workers will have
higher salaries than those in less populated
regions. And still, men are paid more than
women.
Top Execs
At the top of the food
chain, one sees the
broadest range in salaries
(when one can find them).
Executives prefer to remain
close-mouthed about
compensation. But public
documents are available on
associations and publicly
owned companies that do
list this information. Total
compensation for top
executives, which includes
base pay, incentives,
bonuses and other benefits
(e.g. options), ranges from
about $75,000 for small
association presidents to
more than $3 million for
the chief executive officers
of large independent
exhibition/media
companies. Base salaries
typically remain below $1
million, with other forms of
compensation making up
the rest.
Exec VPs and
GMs
Because of the wide range
in CEO compensation,
many executive vice
presidents, general
managers and other
professionals at this level
earn more than the least
paid CEOs. Companies
we spoke to report base
salaries starting around
$100,000 and climbing to
about $400,000. Bonuses
are typically awarded and
continue to fall within 20%
to 50%, meaning some
executive vice presidents
can see their total
compensation approach
$1 million.
Group Show
Directors
Group show directors
earn less but can still see
salaries near $400,000.
Those overseeing smaller
shows generally take home
far less, as low as $70,000.
But bonuses can provide
incentives, with awards
ranging from 15% to 40%.
Show
Managers
Show managers also
show an extensive range
in salaries, with the
lower earners bringing
home $40,000 and the
highest clearing more than
$100,000. The companies
we spoke with often pay
their show managers in
the $60,000 range, which
matches the average
national salary of $65,762
for show managers as
reported by Salary.com
Continued on page 80
78 December 2008 Trade Show Executive www.TradeShowExecutive.com

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www.TradeShowExecutive.com Trade Show Executive December 2008 79

Continued from page 78
Value Up
Despite the economic hardships
and potential recruiting competition,
compensation packages continue to
remain competitive. Experienced
professionals with a strong track record
have more negotiating power. “‘A’-
level talent will generally do better
than average, regardless of economic
conditions,” said one organizer.
Upward mobility will be stalled for
those who lack the necessary skill sets
or experience. “A slow economy—
rightfully—forces companies and people
to be more realistic about the relationship
between performance and compensation.
I think the issue of your value to your
company is more pertinent than whether
current economic times provide any
specific opportunity to renegotiate salaries
or ask for perks,” said one organizer. TSE
Be the Best, Earn the Most
•
Now may not be the ideal time to
approach an employer for a raise,
but that does not mean that talent
and skills will not be rewarded down
the line. For show sales staff, extra
effort is often rewarded immediately
in the form of commission or
incentive awards. For those not in
sales, employee value may be less
tangible, but no less important.
Those who increase their value to
their employer are the most likely
to see more money. There are a
number of ways to achieve this:
• Show initiative:
Employees can take the initiative
to save money or build customer
satisfaction where possible. “If
you are in a customer contact
position, make yourself invaluable
to the customer. Drive customer
satisfaction and renewal rates
in a demonstrable way,” said the
executive.
•
Do More:
Another suggests, “Take on
additional work, do what you do
faster and better, train others to
do what you do well and come up
with new business ideas,” said one
organizer.
Know More:
Hone your skills in sales, speaking,
marketing and technology. You cannot
get ahead in today’s business world
without those skills, no matter what your
job description says.
• Deliver Results:
People who stand out in difficult
economic times are those with
the experience and ability to work
efficiently and increase overall
productivity. “We need employees to
deliver results as fast as possible. So
those that have the talent to quickly
get us where we need to be will have
the edge. This is not a time where we
can afford to lose any ground,” said
one executive.
• Communicate with Modesty:
Employees shouldn’t be the
proverbial tree falling in the
uninhabited woods. Instead,
they should make sure their
management notices their efforts
and the added value they bring to
the organization—without going
overboard or coming across as a
self-promoter.
80 December 2008 Trade Show Executive www.TradeShowExecutive.com

Behind every great organization
are great people
United Service Companies salutes Randy and Margaret for
their time and dedication in making this industry great
Many thanks to 2008 IAEE Chairman Randy Bauler (Association
of Critical-Care Nurses) for his years of service to IAEE. Welcome
to incoming IAEE Chair Margaret Pederson (Amirex). United looks
forward to working with IAEE and its member companies in 2009.
Contact Richard Simon at United Service Companies
(312) 922-8558 • rsimon@unitedhq.com
United National Maintenance, Inc. • United Maintenance Company, Inc. • United Temps • United Security Service
www.TradeShowExecutive.com Trade Show Executive December 2008 81

New
Year’s
The pace of change is accelerating. The biggest rewards
will go to those companies that are clever, fast and capital
-efficient. Now is a good time to review your business from
the ground up. Resolve to get back to basics as well as try
progressive new ideas to make the New Year both happy
and prosperous. Here are some ideas to get your creative
juices flowing.
Resolutions
for
2009
20 Tips to Improve Your Show
By Darlene Gudea, VP/publisher & editor; Carol Andrews, editor-at-large;
Hil Anderson, senior editor; Renee Di Iulio, senior editor; Sandi Cain, news editor
82 December 2008 Trade Show Executive www.TradeShowExecutive.com

Sponsored by Bartizan Connects
20 Tips to Improve Your Show
1 Food for Thought
Even when things are running smoothly, chances are they
could go even better. And the best people to ask for ideas
on that topic are sometimes those closest to the process—
the show employees. In an effort to open these lines of
communication, Gerald (Gerry) Ryerson, president of Edgell
Communications, instituted Food for Thought, monthly lunches
with him in which the company’s policies and processes are
examined. Up to six staff members from any department
within the company can sign up for the event. “I provide the
food. They provide the thought,” says Ryerson. The only
rule is that thoughts offer constructive criticism rather than
simple complaints. The meals have not yet yielded a new line
of revenue, but they have improved communications among
teams and service to customers as a result.
2 Think Outside the Booth
Tired of a formulaic layout? Reinvigorate attendees and
exhibitors with a new approach to the show floor. Redesign the
space with the help of an industry design specialist, reorganize
exhibitors in new and trendy ways or showcase the best new
products and trends in a streamlined fashion to inspire your
attendees and help them make the most of their time.
In 2009, the February MAGIC Marketplace, ranked No. 6
on Trade Show Executive’s Gold 100 list, will have a whole new
look that taps into fashion trends. “Categories are evolving,
trends are changing and our clients are looking to MAGIC
for a new approach to their business needs,” said Chris
DeMoulin, President of MAGIC International and Executive
Vice-President, Advanstar Fashion Group..
MAGIC tapped the resources of fashion industry
designer Kramer Design Group to help achieve a look that
reflects modern merchandising at its highest levels. The main
exhibit hall will be patterned after a modern city’s intimate
shopping district, which is designed to be efficient for buyers.
Meeting Professionals International eliminated the
corners on its exhibit floor last Summer—booth corners, that
is. The show floor was designed around circular booth areas
divided into four sections in the middle of the show floor.
This layout created an open and inviting atmosphere that was
well received, according to attendees.
3 Expand Your Horizons
When times are tough, reach out to new audiences. The
Craft and Hobby Association was struggling to grow its
Summer show, so it moved the show to a new region and will
add a consumer component to the trade show next year. The
idea is to get consumers to try their hand at new crafts and
to spend more time on crafts they already pursue to stimulate
sales. Manufacturers that take part will be encouraged to
include a consumer research component to help them with
product development. Exhibitors will get attendee lists and
attendees will receive a list of retail stores in and around
their neighborhoods. “The organization maintains that
consumers who buy from a manufacturer on the show
floor are likely to go to a local or online retailer for future
supplies,” said Tony Lee, vice president of meetings and
exhibitions for CHA.
4 Green Up!
Going green may not be
as novel as it was a few years
ago, but environmentally
friendly practices that reduce
costs and increase efficiency
are gaining ground in
the trade show industry.
Recycling waste, reducing
the amount of paper used at
shows and using recyclable
booth materials are
becoming more common
by the day. That might
make it harder for shows to
distinguish their green efforts.
Show producer Expositions Inc. decided to go the extra
mile by pursuing LEED certification for its annual National
City Home & Garden Show in Cleveland. This year, the show
succeeded in recycling more than 90% of its debris with
the help of Rosby Resource Recycling, a local specialist in
agricultural waste and organic debris. The results exceeded
expectations and took the show another step closer to
LEED certification.
5 Leave No Exhibitor Stone Unturned
Be creative at seeking new sectors for potential
exhibitors. Natural Products Expo West -- which placed #73
in TSE’s Gold 100 ranking -- is dependent on new products,
so organizers always seek new sectors to feature. In recent
years, they’ve targeted healthy ethnic foods, convenience
store owners and food service operators as up-and-coming
sectors.
In a different arena, the American Wind Energy
Association attends shows staged by the utility or
transportation industries and sometimes sponsors
educational programs at those events to showcase their
market. The group also exhibits extensively at European
and Asian shows to promote the wind energy market and
ultimately get more attendees to the U.S. show. But they
also focus on the small stuff, including adding the show
name to email signatures and press kit materials. “We
might never touch them otherwise, and that’s huge,” said
conference director Stephen Miner.
Continued on page 84
www.TradeShowExecutive.com Trade Show Executive December 2008 83

Sponsored by Bartizan Connects
20 Tips to Improve Your Show
Continued from page 83
6 Best Way to an Attendee’s Heart is
Through the Stomach
Conventions
and associations
with limited exhibit
hours naturally
want to find ways
to maximize the
time visitors spend
on the show floor.
Attendees also
want to pause for
meals. So why not
combine the two?
We’re not talking
about hot dogs
at the concession
stand. Instead, offer
a catered lunch
buffet or receptionstyle
food stations
scattered around the hall. It’s almost a guarantee that if you
cook it, they will come.
At last Summer’s ASAE convention in San Diego, the
lunch buffet featured local favorites as well as vegetarian and
standard choices at the back of the exhibit hall. Not only did
it provide instant networking at shared tables, but looking
at the exhibit booths while munching lunch likely reminded
some attendees who they wanted to visit before the show
closed.
Meeting Professionals International went for a higherend
food menu served at stands situated around the show
floor at its July convention in Las Vegas. The proof of its
success may not have been in the pudding, but rather in the
attendees noshing on gourmet sandwiches as they explored
the exhibits.
8 Leave No One Lost in Space
Steering around convention centers may be second
nature to you, but not to your attendees. Don’t leave them
lost in space and wasting valuable time trying to find certain
exhibitors, products or even restrooms. Directional signage
specific to your show is essential—and may even provide
extra sponsorship opportunities to increase revenue. Some
shows also set up message centers—another place where
people can congregate.
The Irrigation Association, AARP’s Life@50 and the
Original Miami Beach Art Show use MarketArt’s You Are Here
system, which is one of several that also helps exhibitors by
identifying prospects and generating traffic.
9 Beware of Airline Antics
Rotating locations? Expanding? Contracting? Check those
airport stats before you sign on the dotted line since the
number of flights to and from most trade show destinations
is declining.
When choosing a new location or rotating back to a city
you haven’t been to in a couple of years, make sure the airlift
is still sufficient for your exhibitors and attendees. If not, ask
yourself if your clientele would be willing to hop in a car after
their flights to get to your show. While you’re at it, check on
those shipping services, too. In November, DHL announced
its intent to end domestic delivery operations.
7 Cater to the Qualified
Trade shows with a high glamour factor or those in
robust, growing industries may face a different dilemma: too
many people want to attend -- too many who aren’t qualified
buyers, that is.
The NAMM Show, staged by the International Music
Products Association, found it had too many attendees
registered as visitors who made it difficult for business to
be done. “We wanted to reverse that trend,” said Kevin
Johnstone, director of trade shows. Improved databases
and a call center helped them identify buyers registered as
visitors and get them registered in the right category. That
helped bring more buyers back to the floor and created
additional value for both exhibitors and buyers.
10 Timing is Everything
There’s nothing worse than checking a website after the
show and finding that it still touts registration and housing
information for the just-completed show. These days, it’s
essential to keep that site going year-round with podcasts
or videos from the show, audio presentations and various
products available for purchase or free download. While
many shows are embracing this model, there are always new
ways to tweak it.
One recent show that has honed its ability to keep
its website current and relevant is the National Business
Aviation Association, which ranked #8 among Trade Show
Executive’s Gold 100 shows. The NBAA website features ondemand
education in the form of podcasts, audio broadcasts,
streaming video or video CD-ROMs. The programs were
Continued on page 86
84 December 2008 Trade Show Executive www.TradeShowExecutive.com

In a down economy, how do I sell
exhibit space and sponsorships?
Bartizan can help.
Smart organizations know that when
everyone else is hunkering down,
that is the time to invest. No other
advertising medium has the same
face-to-face impact as a trade show.
An unknown company can become a
star. A Fortune 500 company can put
on a human face.
But the magic will all disappear if
my exhibitors leave without qualified
leads in an actionable format. That
is where Bartizan comes in. Bartizan
is more than electronic lead retrieval,
session tracking and badge printing…
Bartizan delivers trade show
intelligence.
To learn how Bartizan can help you
sell space and sponsorships, visit
www.bartizan.com/intelligence
www.TradeShowExecutive.com
Bartizan ConneCts, LLC
www.Bartizan.com
217 Riverdale Avenue, Yonkers, NY 10705
Phone Trade Show : Executive 800-899-2278 x108 • Fax #: 914-965-7746 December 2008 85

Sponsored by Bartizan Connects
20 Tips to Improve Your Show
Continued from page 84
available almost immediately after the show concluded.
There are 14 video presentations with slides and nine audio
sessions. Some are free; others are available to members
at a reduced cost. Jo Damato, director, operations and
educational development, said that on-demand education will
be expanded in the future. “Members will be able to search
through offerings and find every session available on the
topic they’re looking for,” she said.
11Spend More on Marketing
when Economy is Down
When the economy is down,
market spend should go up, at least
according to Kevin O’Keefe, senior
vice president of the events division
at Canon Communications, LLC.
“Rather than hitting the list with one
or two direct mail pieces, we’ll use
three and sometimes four, depending
on the location,” says O’Keefe. The
method is working. Attendance at
the company’s events is up, ranging
from 2% at co-located June shows
in the Jacob K. Javits Convention
Center in New York to 30% at
February’s Advanced Manufacturing UK
event in Birmingham NEC in the
United Kingdom.
12 Build Your Database
O’Keefe also attributes some of Canon’s growing attendance
to growing databases. Working with every allied publication
and list, the company has compiled the biggest databases
possible for each of its events. Cost is not an issue since
economic downturns justify increased marketing spend (see
above). “We work to increase all of our databases by 10%
year over year, and we are doing it even more aggressively
now,” says O’Keefe. He notes that for one Anaheim-based
event, the database holds more than one million records.
13 Stay True to Your Show
Authenticity is key to today’s marketing efforts, particularly
for younger generations. “Generation Y can see right through
you,” warns Leslie L. Groves, director of marketing and
communications for SnowSports Industries America (SIA).
Companies can take an approach that is true to their image
or their history. Apple’s “Think Different” campaign fits
the company’s innovative approach; Coca Cola’s traditional
Christmas ads remind us the soft drink has been around
since we can remember and they really have taught the
world to sing—or at least drink Coke. Other firms take the
ironic approach, proving authenticity by acknowledging the
fabricated (think Carl’s Jr.’s $6 Burger).
14 Two-Way Marketing
Today’s marketing efforts should be two-way. If the piece
is physical, list contact information; if electronic, include
links, not only to the show staff but also between show
participants. “One of the most crucial things to remember
when engaging in social media tactics is that you are choosing
to participate in and facilitate two-way conversations between
people, not companies,” advises the IDG World Expo
marketing team of Macworld Conference and Expo. Younger
generations in particular participate in online communities,
and more chat can sometimes lead to more buzz.
15 Say the Word
In today’s information
overloaded world,
word-of-mouth can
sometimes generate the
most noise. National
Trade Productions
found that a large
portion of its Coverings
audience learn about
the show through
others. To maximize
the word, the show has
Great Show!
launched a Referral Program for its next event. Attendees are
awarded points for referrals that actually make it to the show.
More referrals garner more points, which will be redeemable
for gifts that include hospitality and retail gift cards. “We
think referrals are a strong way to get your message out
there, and we are working more on how to leverage referral
programs within our marketing,” says Elena Grant, Coverings
executive director of marketing. Results will be analyzed after
the show cycle ends; the event will be held in April.
16 Innovate—Not Just a Buzzword
To earn or maintain an innovative edge, you must try new
approaches on a regular basis. The latest efforts have included
a lean factory to provide event attendees with information
on how to implement lean strategies and produce better
products for less. Other events are incorporating green
initiatives, new product categories, and new tactics. Advanstar
Communication’s MAGIC has implemented ideas in all three
areas for its February 2009 event. ECollection at MAGIC
will showcase green clothes; MAGIA at Magic will focus
on Hispanic and Latin American markets; and Sourcing at
MAGIC will open one day before the other show segments
86 December 2008 Trade Show Executive www.TradeShowExecutive.com

Sponsored by Bartizan Connects
20 Tips to Improve Your Show
in response to customer demands. If stuck for new ideas,
exhibitors and attendees are often an excellent resource.
17 Show Floor Schooling
Attendees can always
use another excuse
to visit the show
floor, whether to
motivate themselves
or to justify the trip
to management.
And education is
always the perfect
excuse. Knowing this,
Canon has expanded
educational sessions
onto the show floor.
The complimentary
conference programs
are presented in
temporary auditoriums
and designed to offer
relevant and valuable
content. “It’s set up right on the show floor for attendees
who need more reasons to justify a trip out to the show,” says
O’Keefe.
18 Make it Easy
Use online tools
to make it easier
for attendees
and exhibitors
to set up onsite
meetings and
plan their
schedules well
before they
arrive at the
exhibit hall.
Online tools
also provide an
opportunity for
additional sponsorships.
IAEE chose DealCenter -- which is similar to social
network sites like MySpace and Facebook -- to help optimize
meeting time for both attendees and exhibitors. The idea is
to help meeting attendees increase face-to-face interactions
and match buyers with sellers for more effective networking.
Exhibitors, planners and attendees can create a profile page
and use the system’s internal email to set up meetings at Expo!
Expo!’s DealCenter booth on the exhibit floor.
19 Answer the
phone
You, personally, maybe
unable to answer your
phone (or may be you
never want to), but it
should still always be
possible for clients to find
a live ear (at least during
business hours). In an age
where website cheat sheets
exist to help get around automated customer service lines,
it’s important to realize that customer service involves
service. If the general line does end up in someone’s
voice mail, make sure that employee understands the
value of a return phone call. Many people don’t realize
the opportunities they have missed for new leads or free
publicity through inefficient phone systems.
20 This Side Up
At this summer’s Exhibition and Convention Executives
Forum (ECEF), Galen Poss, president of Hanley Wood
Exhibitions, reminded everyone that the “fragile nature
of trade shows cannot be overstated.” In today’s
economy, there are probably a few show organizers who
would agree. But when problems occur, your immediate
reaction may not provide the wisest course of action.
Show organizers should step back (“Your first reaction is
probably wrong,” says Poss), gather ideas (“Big problems
require lots of people to fix”, advises Poss), and open
the purse strings (“Spend money where you need to,”
suggests Poss). The right steps may be able to reverse a
disastrous course.
Reach Elena Grant, executive director of marketing,
Coverings, National Trade Productions, at (703) 706-
8246 or egrant@ntpshow.com; Leslie L. Groves,
director of marketing and communications, SnowSports
Industries America (SIA), at (703) 506-4230 or lgroves@
snowsports.org; Kevin O’Keefe, SVP, events division,
Canon Communications, LLC, at (310) 445-4200 or
kevin.okeefe@cancom.com; Galen Poss, president,
Hanley Wood Exhibitions, at (972) 536-6311 or gposs@
hanleywood.com; Gerald (Gerry) Ryerson, president
of Edgell Communications, at (973) 252-0100 x1310 or
gryerson@edgellmail.com.
www.TradeShowExecutive.com Trade Show Executive December 2008 87

TSE’s Trade Show Locator
Sponsored by Global Spectrum
ZOOM Presents the Leading Shows
Coming Up in February in North America
By Vince Battaglia, managing editor of ZOOM & Nicole Burnes, assistant editor
Whether you need a quick
reminder of shows on the
horizon or are studying
the market for potential
partnerships, co-locations
or acquisitions, here
is a list of 150 of the
most important trade
shows scheduled for
February. Each show
Show Name/Management/Web Address Show Manager Dates Venue/City/State Projected Size
Advertising & Marketing
The ASI Show!
ASI
www.asishow.com
Aerospace & Aviation
Northwest Aviation Conference
& Trade Show
Washington Aviation Assn.
www.washington-aviation.org
is listed by industry
category and contains
both a wide-angle and
close-up view of the
event, the organizer,
the site and projected
size. For a list of shows
coming up in the next 12
months – searchable by
each field – go to www.
Mary Upton
VP of Tradeshow
Operations
800-546-3300
Rachel Hansen
Tradeshow Coordinator
866-922-7469
TradeShowExecutive.
com. To be considered
for future editions
of Zoom in print
and online, email
information on your
show to vbattaglia@
tradeshowexecutive.
com and nburnes@
tradeshowexecutive.com.
02/04/2009
02/06/2009
02/21/2009
02/22/2009
Vince Battaglia
Dallas Convention Center
Dallas, TX
Western WA Fairgrounds
Puyallup, WA
Nicole Burnes
80,000 nsf
580 Exhibitors
4,500 Attendees
65,000 nsf
350 Exhibitors
10,000 Attendees
Agriculture & Farming
Canadian Association of
Agri-Retailers - Annual
CAAR
www.caar.org
Lezlee Oswald
Program Coordinator
204-989-9304
02/10/2009
02/12/2009
Ipsco Place
Regina, SK
35,000 nsf
90 Exhibitors
1,000 Attendees
Grain Elevator & Processing
Society - Annual
GEAPS
www.geaps.com
Juli Wagner
Manager of Meeting
Services
952-928-4640
02/28/2009
03/03/2009
America’s Center
St. Louis, MO
38,200 nsf
220 Exhibitors
2,000 Attendees
Illinois Pork Expo
Illinois Pork Producers Assn.
www.ilpork.com
Jim Kaitschuk
Executive Director
217-529-3100
02/03/2009
02/04/2009
Peoria Civic Center
Peoria, IL
13,000 nsf
130 Exhibitors
1,400 Attendees
National Farm Machinery Show
Kentucky State Fair Board
www.farmmachineryshow.org
Corrine Fetter
Director, Expositions Div.
502-367-5292
02/11/2009
02/14/2009
Kentucky Exposition Center
Louisville, KY
750,000 nsf
850 Exhibitors
300,000 Attendees
New York Farm Show
Farm Progress Companies
www.newyorkfarmshow.com
Scott Grigor
Show Manager
315-457-8205
02/26/2009
02/28/2009
NY State Fairgrounds
Syracuse, NY
211,000 nsf
450 Exhibitors
Attendees Not Supplied
Oregon Logging Conference &
Equipment Show
Oregon Logging Conference
www.oregonloggingconference.com
Rikki Wellman
Conference Manager
541-686-9191
02/19/2009
02/21/2009
Lane County
Convention Center
Eugene, OR
390,000 nsf
248 Exhibitors
6,000 Attendees
Texoma Farm & Ranch Show
Cygnus Expositions
www.farmshows.com
Darren Winfield
Show Manager
952-808-3300
02/27/2009
02/28/2009
Wichita Falls Multi-Purpose
Events Center
Wichita Falls, TX
NSF Not Supplied
120 Exhibitors
3,000 Attendees
Western Farm Show
SouthWestern Assn.
www.westernfarmshow.com
Tonja Britt
Exhibits Manager
816-561-5323
02/20/2009
02/22/2009
American Royal Complex
Kansas City, MO
175,000 nsf
500 Exhibitors
20,000 Attendees
© 2008, Trade Show Executive magazine, Carlsbad, CA (760) 929-9604.
88 December 2008 Trade Show Executive www.TradeShowExecutive.com

The Fastest Growing Firm in the
Public Assembly Facility Management Field
(215) 389-9587 • www.global-spectrum.com
TSE’s Trade Show Locator
Show Name/Management/Web Address Show Manager Dates Venue/City/State Projected Size
Agriculture & Farming (continued)
World AG Expo
Lisa Garcia
International Agri-Center
Show Operations Manager
www.worldagexpo.com
800-999-9186
02/10/2009
02/12/2009
International Agri-Center
Tulare, CA
2,600,000 nsf
1,600 Exhibitors
100,000 Attendees
Apparel, Beauty, Shoes, Textiles
ASAP Global Sourcing
Frank Yuan
Show - Spring
CEO
ASAP Show
626-279-1800
www.asapshow.com
02/16/2009
02/19/2009
The Venetian Resort,
Hotel & Casino
Las Vegas, NV
5,000 nsf
50 Exhibitors
2,000 Attendees
FFANY New York Shoe Expo
Fashion Footwear Assn. of New York
www.ffany.org
Phyllis Rein
Sr. Vice President
212-751-6422 x15
02/04/2009
02/06/2009
Millennium Broadway Hotel
New York, NY
NSF Not Supplied
200 Exhibitors
3,000 Attendees
Imprinted Sportswear Orlando
Nielsen Business Media
www.issshows.com
Derrick Nelloms
Group Show Director
770-291-5458
02/20/2009
02/22/2009
Orange County
Convention Center
Orlando, FL
50,500 nsf
250 Exhibitors
5,000 Attendees
MAGIC Marketplace - February
Advanstar Communications, Inc.
www.magiconline.com
Chris Demoulin
Executive VP, Fashion
818-593-5000
02/17/2009
02/19/2009
Las Vegas
Convention Center
Las Vegas, NV
1,087,000 nsf
4,090 Exhibitors
120,000 Attendees
Off-Price Show - Spring
Tarsus Expositions Inc.
www.offpriceshow.com
Julie Ichiba
Executive Show Director
262-782-1900
02/15/2009
02/18/2009
The Venetian Resort,
Hotel & Casino
Las Vegas, NV
105,000 nsf
475 Exhibitors
10,000 Attendees
Texworld USA
Messe Frankfurt, Inc.
www.TexworldUSA.com
Stephanie Everett
Show Manager
770-984-8016
02/03/2009
02/05/2009
Jacob K. Javits
Convention Center
New York, NY
NSF Not Supplied
148 Exhibitors
1,900 Attendees
WomensWear In Nevada - February
Specialty Trade Shows, Inc.
www.wwinshow.com
Roland Timney
Show Manager
702-270-4651
02/16/2009
02/19/2009
Rio All-Suite
Hotel & Casino
Las Vegas, NV
100,000 nsf
500 Exhibitors
6,000 Attendees
WSA Show & The Collections
at WSA - Spring
ENK International, LLC
www.wsashow.com
Diane Stone
COO
818-379-9400
02/12/2009
02/14/2009
Mandalay Bay
Convention Center
Las Vegas, NV
1,100,250 nsf
1,500 Exhibitors
37,500 Attendees
Art, Music, Culture
College Art Association
Annual Conference
CAA
http://conference.collegeart.org/2009
Paul Skiff
Asst. Director of Annual
Conference
212-691-1051 x213
02/25/2009
02/28/2009
Los Angeles
Convention Center
Los Angeles, CA
13,040 nsf
120 Exhibitors
5,000 Attendees
International ArtExpo NY
Summit Business Media, LLC
www.artexpos.com
Laura Novak
Product Marketing Specialist
216-750-0369
02/26/2009
03/02/2009
Jacob K. Javits
Convention Center
New York, NY
NSF Not Supplied
500 Exhibitors
31,000 Attendees
Mobile Beat Las Vegas
Mobile Beat Magazine
http://www.mobilebeat.com
Michael Buonaccorso
Trade Show Producer
515-986-3300
02/17/2009
02/19/2009
Riviera Hotel & Casino
Las Vegas, NV
30,000 nsf
65 Exhibitors
1,200 Attendees
Automotive, Trucking, Transportation
Canadian International Auto Show Tom Tonks
Toronto Automobile Dealers Assn.
General Manager
www.autoshow.ca
905-940-2800
02/13/2009
02/22/2009
Metro Toronto
Convention Centre
Toronto, ON
500,000 nsf
300 Exhibitors
300,000 Attendees
© 2008, Trade Show Executive magazine, Carlsbad, CA (760) 929-9604.
Continued on page 90
www.TradeShowExecutive.com Trade Show Executive December 2008 89

TSE’s Trade Show Locator
Continued from page 89
Show Name/Management/Web Address Show Manager Dates Venue/City/State Projected Size
Automotive, Trucking, Transportation (continued)
Chicago Auto Show
Jerry Cizek, III
Chicago Automobile Trade Assn.
President & General Manager
www.chicagoautoshow.com
630-495-2282
Education, Training, Science & Research
Dallas Auto Show
New Car Dealers Assn.
of Metropolitan Dallas
www.dallasautoshow.com
Drew Campbell
President
214-637-0531
02/11/2009
02/22/2009
02/18/2009
02/22/2009
McCormick Place
Chicago, IL
Dallas Convention Center
Dallas, TX
900,000 nsf
150 Exhibitors
Attendees Not Supplied
NSF Not Supplied
90 Exhibitors
400,000 Attendees
Jacksonville International Car
& Truck Show
Paragon Group
www.paragonexpo.com
David Whitmore
Show Director
781-237-5533
02/13/2009
02/15/2009
Prime F. Osborn III
Convention Center
Jacksonville, FL
200,000 nsf
40 Exhibitors
Attendees Not Supplied
Michigan International Auto Show
ShowSpan
www.showspan.com/MIA/Home.aspx
Henri Boucher
Vice President
800-328-6550
02/05/2009
02/08/2009
DeVos Place
Grand Rapids, MI
NSF Not Supplied
35 Exhibitors
145,000 Attendees
Mid-West Truck Show & Convention
Mid-West Truckers Assn., Inc.
www.mid-westtruckers.com
Don Schaefer
Executive Vice President
217-525-0310
02/06/2009
02/07/2009
Peoria Civic Center
Peoria, IL
150,000 nsf
200 Exhibitors
6,500 Attendees
MACS Convention & Trade Show
Mobile Air Conditioning
Society Worldwide
www.macsw.org
Pam Smith
Event Manager
215-631-7020
02/05/2009
02/07/2009
Hilton Anatole Dallas
Dallas, TX
22,300 nsf
135 Exhibitors
2,000 Attendees
Pittsburgh International
Auto Show
GPADA
www.pittautoshow.com
Peter Alexander
Auto Show Manager
412-963-8909
02/12/2009
02/15/2009
David L. Lawrence
Convention Center
Pittsburgh, PA
320,000 nsf
85 Exhibitors
Attendees Not Supplied
Portland International
Auto Show
Paragon Group
www.portlandautoshow.com
David Whitmore
Show Director
781-237-5533
02/05/2009
02/08/2009
Oregon Convention Center
Portland, OR
358,000 nsf
50 Exhibitors
Attendees Not Supplied
Washington Auto Show
Yoffe Exposition Services
www.washingtonautoshow.com
Bob Yoffe
President
781-639-5200
02/04/2009
02/08/2009
Walter E. Washington
Convention Center
Washington, DC
551,000 nsf
125 Exhibitors
950,000 Attendees
Building & Construction
American Congress on
Surveying & Mapping
ACSM
www.acsm.net/conference.html
Curtis Sumner
Executive Director
240-632-9716
02/20/2009
02/23/2009
Calvin L. Rampton Salt
Palace Convention Center
Salt Lake City, UT
12,000 nsf
60 Exhibitors
1,500 Attendees
Associated Builders & Contractors
National Convention
Associated Builders & Contractors, Inc.
www.abc.org
Tina Schneider
Director of Meetings
& Conventions
703-812-2000
02/25/2009
03/01/2009
Hilton Hawaiian Village
Honolulu, HI
NSF Not Supplied
100 Exhibitors
2,000 Attendees
Buildex, Construct & Design Northwest
Merchandise Mart Properties
www.buildexvancouver.com
Dave Tyldesley
Show Director
604-730-2051
02/11/2009
02/12/2009
Vancouver Convention
& Exhibition Centre
Vancouver, BC
57,500 nsf
330 Exhibitors
12,000 Attendees
© 2008, Trade Show Executive magazine, Carlsbad, CA (760) 929-9604.
90 December 2008 Trade Show Executive www.TradeShowExecutive.com

TSE’s Trade Show Locator
Show Name/Management/Web Address Show Manager Dates Venue/City/State Projected Size
Building & Construction (continued)
Carolinas Industrial
Wayne Blevins
Woodworking Expo
Show Manager
Trade Shows Inc. (TSI)
828-459-9894
www.carolinaswoodexpo.com
02/19/2009
02/20/2009
Greensboro Coliseum Complex
Greensboro, NC
60,000 nsf
250 Exhibitors
4,500 Attendees
Florida Pool & Spa Show
Florida Pool & Spa Assn.
www.floridapoolshow.com
Wendy Parker
Show Director
941-952-9293 x102
02/20/2009
02/21/2009
Orange County
Convention Center
Orlando, FL
30,000 nsf
200 Exhibitors
4,000 Attendees
Frame Building Expo
National Frame Builders Assn.
www.nfba.org
John Fullerton
Vice President
800-557-6957
02/25/2009
02/27/2009
Gaylord Opryland Resort
& Convention Center
Nashville, TN
30,000 nsf
150 Exhibitors
2,000 Attendees
Heavy Duty Aftermarket Week
William T. Glasgow, Inc.
www.hdaw.org
William Glasgow, Sr.
Show Manager
708-226-1300
02/16/2009
02/19/2009
Orange County
Convention Center
Orlando, FL
100,000 nsf
230 Exhibitors
2,000 Attendees
Indiana Builders
Association - Annual
Indiana Builders Assn.
www.buildindiana.org
Cindy Bussell
COO
317-236-6334
02/23/2009
02/25/2009
Indiana Convention Center
Indianapolis, IN
10,000 nsf
55 Exhibitors
1,000 Attendees
International Erosion Control
Association - Annual
IECA
www.ieca.org
Pat Fait
Office Manager
303-640-7554
02/09/2009
02/12/2009
Reno Sparks
Convention Center
Reno, NV
NSF Not Supplied
160 Exhibitors
2,000 Attendees
International Roofing Expo
Hanley Wood Exhibitions
www.theroofingexpo.com
Kim Rogers
Marketing Manager
972-536-6353
02/03/2009
02/05/2009
Mandalay Bay
Convention Center
Las Vegas, NV
100,000 nsf
450 Exhibitors
8,000 Attendees
Iowa Lumber Convention
Northwestern Lumber Assn. (NLA)
www.nlassn.org
Sally Means
Director of Conventions
763-544-6822
02/26/2009
02/27/2009
Sheraton West Des Moines
Des Moines, IA
8,000 nsf
60 Exhibitors
500 Attendees
National Pavement Exposition
Cygnus Expositions
www.nationalpavementexpo.com
Loretta Miles
952-808-3300
02/18/2009
02/21/2009
Charlotte Convention Center
Charlotte, NC
40,000 nsf
145 Exhibitors
2,400 Attendees
Paint & Coatings Expo
The Society for Protective Coatings
www.pace2009.com
Lorena Walker
PACE Exhibit Sales
412-281-2331 x2215
02/15/2009
02/18/2009
New Orleans Morial
Convention Center
New Orleans, LA
NSF Not Supplied
190 Exhibitors
3,100 Attendees
Pumper & Cleaner Environmental
Expo International
Cole Publishing
www.pumpershow.com
Julie Gensler
Coordinator
715-546-3346
02/25/2009
02/28/2009
Kentucky Exposition Center
Louisville, KY
300,000 nsf
500 Exhibitors
12,000 Attendees
Society for Mining, Metallurgy &
Exploration - Annual
SME
www.smenet.org
Carol Cudworth
Meetings Manager
303-973-9550
02/22/2009
02/25/2009
Colorado Convention Center
Denver, CO
63,000 nsf
400 Exhibitors
4,600 Attendees
Southern Building Material
Association Buying Show
SBMA
www.southernbuilder.com
Kathy Wooley
Show Coordinator
704-376-1503
02/04/2009
02/05/2009
Radison Hotel ShowPlace
High Point, NC
NSF Not Supplied
80 Exhibitors
1,000 Attendees
Surface Fabrication & Design Expo
Cygnus Expositions
www.sfdexpo.com
© 2008, Trade Show Executive magazine, Carlsbad, CA (760) 929-9604.
Sandy Milroy
Associate Show Manager
952-808-3300
02/19/2009
02/21/2009
Orange County
Convention Center
Orlando, FL
30,000 nsf
100 Exhibitors
2,000 Attendees
Continued on page 92
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TSE’s Trade Show Locator
Continued from page 91
Show Name/Management/Web Address Show Manager Dates Venue/City/State Projected Size
Building & Construction (continued)
Surfaces
Dana Teague
Hanley Wood Exhibitions
Show Director
www.surfacesexpo.com
972-536-6300
02/03/2009
02/05/2009
Sands Expo &
Convention Center
Las Vegas, NV
516,928 nsf
1,034 Exhibitors
38,246 Attendees
World of Concrete
Hanley Wood Exhibitions
www.worldofconcrete.com
Tom Cindric
Director
972-536-6300
02/03/2009
02/06/2009
Las Vegas
Convention Center
Las Vegas, NV
900,000 nsf
1,700 Exhibitors
90,000 Attendees
Communications & Broadcasting
Expo Comm Mexico
Beth Harrington
E.J. Krause & Associates
Director of Global Sales
www.expocomm.com/mexico
301-493-5500
02/24/2009
02/26/2009
Centro Banamex
Mexico City, DF
NSF Not Supplied
170 Exhibitors
25,000 Attendees
National Religious
Broadcasters - Annual
NRB
www.nrbconvention.org
David Keith
VP of Operations
703-330-7000 x501
02/07/2009
02/10/2009
Gaylord Opryland Resort
& Convention Center
Nashville, TN
50,000 nsf
300 Exhibitors
6,000 Attendees
Computers & Software Applications
GIS / CAMA Technologies
Chris Grace
Conference
Conference Manager
Urban & Regional
847-824-6300
Information Systems Assn.
www.urisa.org
02/08/2009
02/11/2009
Embassy Suites
Charleston, SC
NSF Not Supplied
60 Exhibitors
500 Attendees
Southern California Linux Expo
Linux Expo of Southern California, Inc.
www.socallinuxexpo.org
Ilan Rabinovitch
Conference Chair
877-831-2569 x110
02/20/2009
02/22/2009
Westin LAX Hotel
Los Angeles, CA
NSF Not Supplied
90 Exhibitors
1,400 Attendees
TechAdvantage
Kenworthy Management Inc.
www.techadvantage.org
Mary Novack
VP
718-578-4658
02/13/2009
02/16/2009
New Orleans Morial
Convention Center
New Orleans, LA
55,000 nsf
275 Exhibitors
10,000 Attendees
Dental
Chicago Dental Midwinter
CDS
www.cds.org/mwm
Lisa Girardi
Director, Exhibit Services
312-836-7327
02/26/2009
03/01/2009
McCormick Place
Chicago, IL
154,100 nsf
587 Exhibitors
34,000 Attendees
LMT Lab Day Chicago
LMT Communications
www.lmtcommunications.com
Laurie Freddino
Associate Publisher
203-459-2888
02/28/2009
02/28/2009
Sheraton Chicago Hotel
Chicago, IL
NSF Not Supplied
200 Exhibitors
3,204 Attendees
Utah Dental Association - Annual
Utah Dental Assn.
www.uda.org
Dotty Tanner
Exhibit Sales Manager
801-261-5315
02/19/2009
02/20/2009
Calvin L. Rampton Salt
Palace Convention Center
Salt Lake City, UT
50,000 nsf
170 Exhibitors
6,200 Attendees
Education, Training, Science & Research
AAAS - Annual
Jill Perla
American Assn. for the
Exhibit Sales Manager
Advancement of Science
202-326-6450
www.aaas.org/meetings
02/12/2009
02/16/2009
Hyatt Regency Chicago
Chicago, IL
21,000 nsf
100 Exhibitors
10,000 Attendees
American Academy of Forensic
Sciences - Annual
AAFS
www.aafs.org
Sondra Doolittle
Meeting & Exhibitions
Manager
719-636-1100
02/16/2009
02/21/2009
Colorado Convention Center
Denver, CO
23,400 nsf
200 Exhibitors
3,600 Attendees
American Council on
Education - Annual
ACE
www.aceannualmeeting.org
Stephanie Marshall
Director of Meeting Services
202-939-9300
02/07/2009
02/10/2009
Omni Shoreham
Washington, DC
4,800 nsf
60 Exhibitors
1,600 Attendees
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92 December 2008 Trade Show Executive www.TradeShowExecutive.com

TSE’s Trade Show Locator
Show Name/Management/Web Address Show Manager Dates Venue/City/State Projected Size
Education, Training, Science & Research (continued)
Association for Gerontology in
Dominick Fraizer
Higher Education - Annual
Director
Assn. for Gerontology
202-289-9806
in Higher Education
www.aghe.org
02/26/2009
03/01/2009
Crowne Plaza Riverfront
San Antonio, TX
NSF Not Supplied
50 Exhibitors
500 Attendees
California Association for
the Gifted - Annual
CAG
www.cagifted.com
Susan Seamons
Executive Director
916-441-3999
02/13/2009
02/15/2009
Anaheim Marriott
Anaheim, CA
10,000 nsf
100 Exhibitors
2,800 Attendees
International Pump Users Symposium
Turbomachinery Laboratory -
The Texas A&M University System
http://turbolab.tamu.edu
Martha Barton
Exhibitor Services Coordinator
979-845-7417
02/23/2009
02/26/2009
George R. Brown
Convention Center
Houston, TX
23,000 nsf
150 Exhibitors
2,500 Attendees
International Reading Association West
International Reading Assn.
www.reading.org
Lynn Pyle
Exhibits Manager
302-731-1600
02/21/2009
02/25/2009
Phoenix Convention Center
Phoenix, AZ
NSF Not Supplied
900 Exhibitors
12,000 Attendees
National Association for Bilingual
Education - Annual
NABE
www.nabe.org
Sandra Castillo
Event Planner
202-898-1829
02/18/2009
02/21/2009
Austin Convention Center
Austin, TX
25,000 nsf
250 Exhibitors
5,000 Attendees
National Association of Secondary
School Principals - Annual
NASSP
www.nasspconvention.org
Vicki Gills
Exhibit Manager
703-860-7231
02/27/2009
03/01/2009
San Diego
Convention Center
San Diego, CA
100,000 nsf
250 Exhibitors
3,000 Attendees
National Reading Recovery & K-6
Classroom Literacy Conference
Reading Recovery Council of North
America, Inc.
www.readingrecovery.org
Ted Phillips
Conference Coordinator
614-310-7337
02/07/2009
02/10/2009
Greater Columbus
Convention Center
Columbus, OH
12,600 nsf
65 Exhibitors
2,800 Attendees
Training 2009 Conference & Expo
Nielsen Business Media
www.trainingconference.com
Sean Nodland
Sales Director
704-900-5116
02/09/2009
02/11/2009
Georgia World
Congress Center
Atlanta, GA
13,000 nsf
120 Exhibitors
3,000 Attendees
Electrical & Electronics
DesignCon
International Engineering Consortium
www.designcon.com/2009
Don Flood
Exhibit Manager
312-559-4616
02/03/2009
02/05/2009
Santa Clara
Convention Center
Santa Clara, CA
NSF Not Supplied
135 Exhibitors
6,000 Attendees
Digital Signage Expo
Exponation
www.digitalsignageexpo.net
Chris Gibbs
Executive VP
770-649-0300
02/24/2009
02/26/2009
Las Vegas
Convention Center
Las Vegas, NV
55,000 nsf
160 Exhibitors
3,500 Attendees
The Minerals, Metals & Materials
Society - Annual
TMS
www.tms.org
Joe Rostan
Exhibits & Sponsorship
Manager
724-776-9000
02/15/2009
02/19/2009
Moscone Center
San Francisco, CA
NSF Not Supplied
160 Exhibitors
4,400 Attendees
Exhibition & Meeting Industry
Destinations Showcase Washington Kristen White
Destination Marketing Assn. International Director of Operations
www.destinationsshowcase.com
202-296-7888 x237
02/26/2009
02/26/2009
Walter E. Washington
Convention Center
Washington, DC
NSF Not Supplied
225 Exhibitors
1,000 Attendees
© 2008, Trade Show Executive magazine, Carlsbad, CA (760) 929-9604.
Continued on page 94
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TSE’s Trade Show Locator
Continued from page 93
Show Name/Management/Web Address Show Manager Dates Venue/City/State Projected Size
Exhibition & Meeting Industry (continued)
Event Solutions Idea Factory
Meredith Mcilmoyle
Event Publishing, LLC
Trade Show Sales
www.event-solutions.com
480-831-5100
02/22/2009
02/26/2009
Las Vegas Hilton
Las Vegas, NV
NSF Not Supplied
500 Exhibitors
6,000 Attendees
MeetDifferent
Meeting Planners International
www.mpiweb.org
Jennifer Jordan
Exhibits Manager
972-702-3080
02/07/2009
02/10/2009
Georgia World
Congress Center
Atlanta, GA
3,500 nsf
300 Exhibitors
2,000 Attendees
Financial, Insurance & Legal Services
ABA National Conference for
Joanne Buck
Community Bankers
Vice President
American Bankers Assn.
800-226-5377
www.aba.com
02/15/2009
02/18/2009
JW Marriott Desert Ridge
Resort & Spa
Phoenix, AZ
10,300 nsf
89 Exhibitors
1,400 Attendees
Commodity Classic
National Corn Growers Assn.
www.commodityclassic.com
Kristi Burmeister
Trade Show Manager
636-733-9004
02/26/2009
02/28/2009
Gaylord Texan Resort
& Convention Center
Grapevine, TX
100,000 nsf
215 Exhibitors
4,500 Attendees
Financial Forum & Wealth
Management Expo
Diversified Business
Communications - Canada
www.financialforum.ca
Harry Apostolatos
Event Director
905-948-0470
02/27/2009
02/28/2009
Vancouver Convention
& Exhibition Centre
Vancouver, BC
40,000 nsf
225 Exhibitors
25,000 Attendees
LegalTech New York
Incisive Media Events
www.legaltechshow.com
Food & Beverage
California League of Food
Processors Expo
CLFP
www.clfp.com/expo.html
John Klein
Managing Director of
Operations
212-457-7904
Lauri Laporga
Meeting Planner
916-640-8150
02/02/2009
02/04/2009
02/03/2009
02/04/2009
The Hilton New York
New York, NY
Sacramento
Convention Center
Sacramento, CA
NSF Not Supplied
300 Exhibitors
13,000 Attendees
NSF Not Supplied
200 Exhibitors
2,000 Attendees
CaterSource Conference & Trade Show
CaterSource, Inc.
www.catersource.com
David Purka
Tradeshow Director
612-253-2026
02/22/2009
02/26/2009
Las Vegas Hilton
Las Vegas, NV
117,800 nsf
500 Exhibitors
7,000 Attendees
NAFEM Show
North American Assn. of Food Equipment
Manufacturers
www.nafem.org
Benjamin Rabe
Sr. Trade Show Coordinator
312-245-1054
02/05/2009
02/07/2009
Orange County
Convention Center
Orlando, FL
345,000 nsf
600 Exhibitors
20,000 Attendees
North America Pizza
& Ice Cream Show
Exhibitions Productions (EPI)
www.napics.com
Peter Stern
VP
800-909-7469
02/22/2009
02/23/2009
Greater Columbus
Convention Center
Columbus, OH
45,000 nsf
260 Exhibitors
5,300 Attendees
Upper Midwest Hospitality,
Restaurant & Lodging Show
Hospitality Minnesota
www.upshowonline.com
Susan Larson
Dir. of Assn. Partnerships
& Shows
651-778-2400
02/23/2009
02/24/2009
Minneapolis
Convention Center
Minneapolis, MN
30,000 nsf
320 Exhibitors
5,000 Attendees
Government & Military
Association of the U.S.
Army Winter Symposium
AUSA
www.ausa.org
Rand Meade
Exhibits & Sponsorship
Manager
703-841-4300
02/25/2009
02/27/2009
Broward County
Convention Center
Ft. Lauderdale, FL
120,000 nsf
250 Exhibitors
5,000 Attendees
© 2008, Trade Show Executive magazine, Carlsbad, CA (760) 929-9604.
94 December 2008 Trade Show Executive www.TradeShowExecutive.com

TSE’s Trade Show Locator
Show Name/Management/Web Address Show Manager Dates Venue/City/State Projected Size
Government & Military (continued)
Marine West
Charles Baisley
Nielsen Business Media
National Sales Manager
www.marinemilitaryexpos.com
703-488-2809
02/04/2009
02/05/2009
Camp Pendleton
Camp Pendleton, CA
34,000 nsf
200 Exhibitors
3,000 Attendees
Ontario Good Roads Association
Public Works Show
OGRA/ROMA
www.ogra.org
Joe Tiernay
Executive Director
905-795-2555
02/22/2009
02/25/2009
Fairmont Royal York Hotel
Toronto, ON
NSF Not Supplied
96 Exhibitors
2,300 Attendees
Saskatchewan Urban Municipalities
Association - Annual
SUMA
www.suma.org
Brenda Zimmerman
Trade Show Coordinator
306-525-4383
02/02/2009
02/03/2009
TCU Place
Saskatoon, SK
35,500 nsf
165 Exhibitors
1,800 Attendees
SO/LIC Symposium & Exhibition
National Defense Industrial Assn.
www.ndia.org
Dennis Tharp
Exhibits Manager
703-247-2584
02/10/2009
02/12/2009
Marriott Wardman
Park Hotel
Washington, DC
5,700 nsf
65 Exhibitors
350 Attendees
WEST 2009
J. Spargo & Associates
www.jspargo.com
Paul Docarmo
Assoc. Director
of Exhibit Sales
703-631-6200
Home Furnishings, Interior Design, L&scaping
California Landscape
Kym Dreher
Industry Show
Event, Trade Show &
CLCA
Education Mgr.
www.clca.us/lis.html
916-830-2780
02/11/2009
02/13/2009
02/25/2009
02/26/2009
San Diego
Convention Center
San Diego, CA
Los Angeles
Convention Center
Los Angeles, CA
75,000 nsf
450 Exhibitors
8,000 Attendees
100,000 nsf
400 Exhibitors
8,500 Attendees
Las Vegas Market - Winter
World Market Center Las Vegas
www.lasvegasmarket.com
Michelle Monteferrante
VP of Market Operations
888-416-8600
02/09/2009
02/13/2009
World Market Center
Las Vegas, NV
336,100 nsf
1,506 Exhibitors
53,000 Attendees
New England Grows!
New England Grows, Inc.
www.negrows.org
Mary Simard
Conf. & Exposition Director
508-653-3009
02/04/2009
02/06/2009
Boston Convention
& Exhibition Center
Boston, MA
157,000 nsf
700 Exhibitors
15,000 Attendees
Southern Nursery Association Forum
SNA
www.sna.org
Steve Newton
Executive Director
770-953-3311
02/12/2009
02/13/2009
Cobb Galleria
Atlanta, GA
80,000 nsf
500 Exhibitors
8,000 Attendees
Jewelry
New Orleans Gift &
Jewelry Show - Winter
Helen Brett Enterprises
www.gift2jewelry.com
Dave Harrington
Show Manager
630-241-9865
02/14/2009
02/17/2009
New Orleans Morial
Convention Center
New Orleans, LA
60,000 nsf
300 Exhibitors
20,000 Attendees
Management, Human Resources, Networking
Awards & Recognition
Brian Fitzgerald
Association - Annual
Sales Manager
ARA
847-375-4800
www.ara.org
02/23/2009
02/27/2009
Las Vegas
Convention Center
Las Vegas, NV
55,000 nsf
250 Exhibitors
5,000 Attendees
Manufacturing & Packaging
Geosynthetics
Todd Lindemann
Industrial Fabrics Assn. International VP, Convention Management
www.ifai.com
651-222-2508
02/25/2009
02/27/2009
Calvin L. Rampton Salt
Palace Convention Center
Salt Lake City, UT
12,000 nsf
80 Exhibitors
1,200 Attendees
© 2008, Trade Show Executive magazine, Carlsbad, CA (760) 929-9604.
Continued on page 96
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TSE’s Trade Show Locator
Continued from page 95
Show Name/Management/Web Address Show Manager Dates Venue/City/State Projected Size
Manufacturing & Packaging (continued)
Houstex
Dave Morton
Society of Manufacturing Engineers Sr. Show Manager
(SME Expositions)
313-271-1500
www.sme.org
02/24/2009
02/26/2009
George R. Brown
Convention Center
Houston, TX
50,000 nsf
170 Exhibitors
4,000 Attendees
Reverse Logistics Trade Show
Reverse Logistics Assn.
www.rltshows.com
Brent Nichols
Marketing Director
866-801-6332 x20
02/03/2009
02/05/2009
Planet Hollywood
Resort & Casino
Las Vegas, NV
6,300 nsf
100 Exhibitors
15,000 Attendees
Medical & Health Care Products
Academy of Osseointegration - Dianne Kubis
Annual
Exhibit Manager
Academy of Osseointegration
847-439-1919
www.osseo.org
02/26/2009
02/28/2009
San Diego
Convention Center
San Diego, CA
44,000 nsf
110 Exhibitors
2,500 Attendees
American Academy of Orthopaedic
Surgeons - Annual
AAOS
www.aaos.org
Patricia Whitaker
Exhibits Manager
847-384-4188
02/25/2009
02/28/2009
The Venetian Resort,
Hotel & Casino
Las Vegas, NV
262,715 nsf
468 Exhibitors
31,325 Attendees
American Physical Therapy
Association CSM 2009
American Physical Therapy Assn.
www.apta.org
Sarah Driver
Exhibit Manager
800-999-2782
02/09/2009
02/12/2009
Mandalay Bay
Convention Center
Las Vegas, NV
65,000 nsf
500 Exhibitors
7,000 Attendees
Biophysical Society - Annual
Biophysical Society
www.biophysics.org
Dorothy Chaconas
Meetings Manager
301-634-7114
02/28/2009
03/04/2009
Boston Convention
& Exhibition Center
Boston, MA
20,000 nsf
100 Exhibitors
6,000 Attendees
Clinical Nutrition Week
Anthony J. Jannetti, Inc.
http://nutritioncare.org
Mary O’Connor
Conference Manager
856-256-2300
02/01/2009
02/04/2009
New Orleans Morial
Convention Center
New Orleans, LA
35,000 nsf
100 Exhibitors
1,700 Attendees
Diabetes EXPO - Portland, OR
American Diabetes Assn.
www.diabetes.org
Danielle Yoder
Associate Manager
503-736-2770 x7297
02/21/2009
02/21/2009
Oregon Convention Center
Portland, OR
50,000 nsf
100 Exhibitors
6,000 Attendees
Diabetes EXPO - Salt Lake City, UT
American Diabetes Assn.
www.diabetes.org
Beverly Bartel
Event Manager
888-342-2383 x7072
02/28/2009
02/28/2009
South Towne Expo Center
Salt Lake City, UT
NSF Not Supplied
70 Exhibitors
3,500 Attendees
Florida Osteopathic Medical
Association - Annual
FOMA
www.foma.org
Michelle Winn
Associate Executive Director
850-878-7364
02/19/2009
02/22/2009
Hyatt Regency Pier 66
Ft. Lauderdale, FL
3,200 nsf
40 Exhibitors
800 Attendees
Institute for Older Adult Services
Aging Services of Minnesota
www.mhha.com
Jenny Prosser
Dir. of Meetings & Conf. Services
651-603-3548
02/11/2009
02/13/2009
Hyatt Regency Minneapolis
Minneapolis, MN
17,400 nsf
170 Exhibitors
3,000 Attendees
Integrative Healthcare Symposium
Diversified Business Communications
www.ihsymposium.com
Carmella Perrone
Sales Manager
207-842-5500
02/19/2009
02/21/2009
Hilton New York & Towers
New York, NY
9,600 nsf
120 Exhibitors
950 Attendees
International Stroke Conference
American Heart Assn.
www.americanheart.org
Laura Gossett
Sr. Manager, Exhibits
214-706-1847
02/18/2009
02/20/2009
San Diego
Convention Center
San Diego, CA
35,000 nsf
125 Exhibitors
5,000 Attendees
Medical Records Institute
Medical Records Institute
www.medrecinst.com
Megan Bowen
Public Relations Manager
617-964-3923
02/01/2009
02/05/2009
Palm Springs
Convention Center
Palm Springs, CA
32,000 nsf
100 Exhibitors
2,000 Attendees
© 2008, Trade Show Executive magazine, Carlsbad, CA (760) 929-9604.
96 December 2008 Trade Show Executive www.TradeShowExecutive.com

TSE’s Trade Show Locator
Show Name/Management/Web Address Show Manager Dates Venue/City/State Projected Size
Medical & Health Care Products (continued)
Texas Osteopathic Medical
Patty Bell
Association Midwinter
Exhibits Coordinator
TOMA
512-708-8662
www.txosteo.org/index.html
02/06/2009
02/07/2009
Westin Dallas Park Central
Dallas, TX
4,000 nsf
50 Exhibitors
300 Attendees
MD&M West; PLASTEC West;
Pacific Design & Manufacturing, et al.
Canon Communications LLC
www.devicelink.com/expo/univ/
Anaheim09/general.html
Kevin O’Keefe
VP of Events Division
310-445-4200
02/10/2009
02/12/2009
Anaheim Convention Center
Anaheim, CA
383,990 nsf
2,244 Exhibitors
47,674 Attendees
Police, Fire, Security & Emergency Services
Firehouse World Exposition
Robert Brice
& Conference
Group Show Director
Cygnus Expositions
952-808-3300
www.firehouseworld.com
02/15/2009
02/19/2009
San Diego
Convention Center
San Diego, CA
NSF Not Supplied
350 Exhibitors
7,000 Attendees
Printing, Graphics, Photography, Publishing
Advanced Lithography
Michelle Hurst
SPIE
Exposition Manager
http://spie.org
360-676-3290
02/22/2009
02/27/2009
McEnry Convention Center
San Jose, CA
16,000 nsf
100 Exhibitors
4,000 Attendees
Graphics of the Americas
Printing Assn. of Florida, Inc.
www.graphicsoftheamericas.com
Sarah Patt-Provek
VP & Trade Show GM
407-240-8009
02/26/2009
02/28/2009
Miami Beach
Convention Center
Miami, FL
90,000 nsf
450 Exhibitors
11,000 Attendees
Texas Press Association -
Midwinter Conference
TPA
www.texaspress.com
Ed Sterling
Dir. Of Member Services
512-477-6755
02/05/2009
02/07/2009
Sheraton Arlington Hotel
Arlington, TX
5,000 nsf
50 Exhibitors
350 Attendees
Real Estate, Business Opportunities, Land Development
American Moving & Storage
Association - Annual
AMSA
www.promover.org
Norma Gyovai
Director of Advertising
& Sales
703-706-4965
02/08/2009
02/11/2009
Hyatt Regency Dallas
Dallas, TX
23,000 nsf
94 Exhibitors
630 Attendees
Facility Decisions Conference & Expo
Trade Press
www.facilitydecisions.com
Tim Rowe
Vice President of Marketing
414-228-7701
02/22/2009
02/23/2009
Las Vegas
Convention Center
Las Vegas, NV
21,000 nsf
200 Exhibitors
2,000 Attendees
The National Franchise & Business
Opportunities Show
National Event Management
www.franchiseshowinfo.com
Karen Heffer
Canadian Show Manager
905-477-2677
02/28/2009
03/01/2009
Vancouver Convention
& Exhibition Centre
Vancouver, BC
24,000 nsf
75 Exhibitors
1,500 Attendees
Religion
Christians in Action Trade Show
Christians in Action Trade Show
www.christiantradeshow.com
Juliet Waugh
Event Coordinator
954-597-8420
02/13/2009
02/14/2009
Gaylord Opryland Resort
& Convention Center
Nashville, TN
20,000 nsf
200 Exhibitors
5,000 Attendees
Sporting Goods & Recreation
Annual Hunter &
Outfitter Convention
Taylor DeBoer
Grand Slam Club/Ovis
Marketing Director
www.wildsheep.org
205-674-0101
02/18/2009
02/21/2009
Bally’s Hotel
Las Vegas, NV
20,000 nsf
200 Exhibitors
5,000 Attendees
Dealernews International
Powersports Dealer Expo
Advanstar Communications, Inc.
www.dealerexpo.com
Trevor Trumbo
Show Manager
714-513-8400
02/13/2009
02/16/2009
Indianapolis
Convention Center
Indianapolis, IN
336,164 nsf
912 Exhibitors
19,259 Attendees
© 2008, Trade Show Executive magazine, Carlsbad, CA (760) 929-9604.
Continued on page 98
www.TradeShowExecutive.com Trade Show Executive December 2008 97

TSE’s Trade Show Locator
Continued from page 97
Show Name/Management/Web Address Show Manager Dates Venue/City/State Projected Size
Sporting Goods & Recreation (continued)
Eastern Sports & Outdoor Show Ed Several
Reed Exhibitions
Group Vice President
www.easternsportshow.com
203-840-4800
02/07/2009
02/15/2009
State Farm Show Complex
Harrisburg, PA
NSF Not Supplied
1,250 Exhibitors
Attendees Not Supplied
Golf Industry Show
Golf Course Superintendents
Assn. of America
www.golfindustryshow.com
Caroline Gollier
Show Manager
800-472-7878
02/05/2009
02/07/2009
New Orleans Morial
Convention Center
New Orleans, LA
291,250 nsf
981 Exhibitors
23,109 Attendees
Miami International Boat Show
National Marine
Manufacturers Assn. Inc. (NMMA)
www.miamiboatshow.com
Cathy Rick-Joule
VP Southern Shows
954-441-3231
02/12/2009
02/16/2009
Miami Beach
Convention Center
Miami, FL
890,000 nsf
2,200 Exhibitors
145,000 Attendees
North American Handmade
Bicycle Show
NAHBS
www.handmadebicycleshow.com
Don Walker
Founder/President
317-640-2566
02/27/2009
03/01/2009
Indiana Convention Center
Indianapolis, IN
15,000 nsf
150 Exhibitors
7,000 Attendees
Toys, Hobbies, Gifts
Alberta Gift Show - Winter
GLM, a dmg world media business
www.albertagiftshow.com
Brenda Harrison
Group Manager
416-385-1880
02/15/2009
02/18/2009
Northlands
Edmonton, AB
190,000 nsf
470 Exhibitors
17,000 Attendees
American International
Toy Fair
Toy Industry Assn., Inc.
www.toyfairny.com
Marian Brossard
VP, Meetings & Events
646-520-4853
02/15/2009
02/18/2009
Jacob K. Javits
Convention Center
New York, NY
346,606 nsf
1,211 Exhibitors
29,717 Attendees
International New Age
Trade Show - East
KJ Expositions
www.inats.com
Susie Hare
Show Manager
303-368-0060
02/21/2009
02/23/2009
Harborview Center
Clearwater, FL
15,000 nsf
125 Exhibitors
750 Attendees
Louisville Gift Show
Rosehill Enterprises
www.louisvillegiftshow.com
Larry Harris
President
513-861-1139
02/01/2009
02/02/2009
Kentucky International
Convention Center
Louisville, KY
12,000 nsf
70 Exhibitors
1,000 Attendees
San Francisco International
Gift Fair
GLM, a dmg world media business
www.sfigf.com
Aubin Wilson
Group Show Manager
213-430-2310
02/07/2009
02/10/2009
Moscone Center
San Francisco, CA
127,000 nsf
900 Exhibitors
14,000 Attendees
Travel, Hotels & Restaurants
Adventures In Travel Expo -
Melanie Flavin
Southern California
Show Director
Unicomm, LLC
203-878-2577
www.adventureexpo.com
02/14/2009
02/15/2009
Los Angeles
Convention Center
Los Angeles, CA
60,000 nsf
500 Exhibitors
18,000 Attendees
Adventures in
Travel Expo - Washington, DC
Unicomm, LLC
www.adventureexpo.com
Melanie Flavin
Show Director
203-878-2577
02/21/2009
02/22/2009
Walter E. Washington
Convention Center
Washington, DC
35,000 nsf
250 Exhibitors
14,000 Attendees
Boston Globe Travel Show
MSE Management
www.boston.com/travelshow
Liesl Robinson
Show Director
203-622-1710
02/20/2009
02/22/2009
Seaport World
Trade Center
Boston, MA
60,000 nsf
250 Exhibitors
19,000 Attendees
New York Times
Travel Show
MSE Management
www.nytimes.com/travelshow
© 2008, Trade Show Executive magazine, Carlsbad, CA (760) 929-9604.
Bob Ball
Show Director
203-622-7019
02/06/2009
02/08/2009
Jacob K. Javits
Convention Center
New York, NY
80,000 nsf
500 Exhibitors
23,000 Attendees
98 December 2008 Trade Show Executive www.TradeShowExecutive.com

TSE’s Trade Show Locator
Show Name/Management/Web Address Show Manager Dates Venue/City/State Projected Size
Travel, Hotels & Restaurants (continued)
Spa & Resort Expo &
Cathy Ronca
Conference - Los Angeles
Marketing Director
Reed Exhibitions
203-840-5311
www.medispaexpola.com
02/21/2009
02/22/2009
Los Angeles
Convention Center
Los Angeles, CA
37,500 nsf
250 Exhibitors
4,500 Attendees
Veterinary
Global Pet Expo
American Pet Products
Manufacturers Assn.
www.globalpetexpo.org
Andrew Darmohraj
Senior VP
203-532-0000
02/12/2009
02/14/2009
Orange County
Convention Center
Orlando, FL
230,000 nsf
760 Exhibitors
4,600 Attendees
Midwest Veterinary Conference
Ohio Veterinary Medical Assn.
www.mvcinfo.org
Cindi Rains
Exhibits Manager
614-486-7253
02/19/2009
02/22/2009
Greater Columbus
Convention Center
Columbus, OH
17,000 nsf
250 Exhibitors
5,500 Attendees
Twin Cities Pet Expo
Tower Show Productions
www.twincitiespetexpo.com
Toni Spalding
VP, GM
630-469-4611
02/21/2009
02/22/2009
Minneapolis
Convention Center
Minneapolis, MN
50,000 nsf
180 Exhibitors
10,000 Attendees
Water, Energy, Power
Aquaculture America
World Aquaculture Society (WAS)
www.was.org
John Cooksey
Director of Conferences
760-751-5005
02/15/2009
02/18/2009
Washington State
Convention Center
Seattle, WA
35,000 nsf
190 Exhibitors
3,000 Attendees
Deep Offshore Technology
International
PennWell Corporation
http://dot09.events.pennnet.com/fl/index.
cfm
Craig Moritz
Show Manager
713-963-6252
02/03/2009
02/05/2009
New Orleans Morial
Convention Center
New Orleans, LA
NSF Not Supplied
100 Exhibitors
2,100 Attendees
DistribuTECH
PennWell Global Energy Group
www.distributech.com
Carolyn Stevenson
Event Manager
918-831-9523
02/03/2009
02/05/2009
San Diego
Convention Center
San Diego, CA
110,000 nsf
360 Exhibitors
6,500 Attendees
NAPE Expo
NAPE Expo LP
www.napeonline.com/home1.asp
Christy Payne
Director of NAPE Expos
817-306-7171
02/05/2009
02/06/2009
George R. Brown
Convention Center
Houston, TX
160,000 nsf
950 Exhibitors
16,000 Attendees
New York Water Environment
Association - Annual
NYWEA
www.nywea.org
Patricia Cerro-Reehil
Executive Director
315-422-7811
02/01/2009
02/04/2009
Marriott Marquis
New York, NY
14,000 nsf
150 Exhibitors
1,200 Attendees
OGWA Trade Show
& Conference
Oklahoma Ground Water Assn.
www.ogwa.biz
Beth Vannoy
Executive Secretary
888-884-6492
02/19/2009
02/20/2009
Clarion Meridian Hotel
Oklahoma City, OK
NSF Not Supplied
75 Exhibitors
350 Attendees
Renewable Energy Technology
Conference & Exhibition
American Council on
Renewable Energy
www.retech2009.com
Tom Weirich
Dir of Membership & Corp.
Relations
202-393-0606
02/25/2009
02/27/2009
Las Vegas
Convention Center
Las Vegas, NV
150,000 nsf
350 Exhibitors
5,000 Attendees
Western Petroleum Marketers
Association - Annual
WPMA
www.wpma.com
Judith White
Exec. Asst. & Trade Show
Coord.
801-263-9762
02/17/2009
02/19/2009
The Mirage
Las Vegas, NV
44,000 nsf
280 Exhibitors
4,000 Attendees
© 2008, Trade Show Executive magazine, Carlsbad, CA (760) 929-9604.
www.TradeShowExecutive.com Trade Show Executive December 2008 99

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Sponsored by The George Fern Company
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How much do you really know about the trade show industry? Test
your mettle by completing the TSE Crossword Puzzle and bring it
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Across
1. Which city has the biggest convention center?
2. Which major general service contractor is celebrating a major
anniversary in 2009 and was founded the same year instant
coffee was invented and a year after the first Model T was sold?
3. In January 2007, VNU was rebranded with this name.
4. What does “NSF” stand for?
5. A total of 362,456 ___________ and text messages were sent during
Oracle’s OpenWorld. (Hint: see p. 52)
6. True or False: According to CEIR research, more than
one-third of attendees do not attend any other trade show.
7. What does the “R” in CEIR stand for?
8. What is the last name of the 2009 chair of IAEE?
9. The name of the program sponsored by the U.S. Department
of Commerce which promotes U.S. trade shows worldwide
through the DOC’s global network of embassies, consulates
and commercial offices.
Down
10. Which city has the most convention centers?
11. The convention center in this city was the first of its size and age to be
awarded the LEED ® Green Building Certification in October 2008.
12. Who is the chairman and CEO of Reed Exhibitions Worldwide,
also featured on the September cover of TSE?
13. The number of convention centers in TSE’s Millionaire’s Club,
i.e. offering one million square feet or more of prime exhibit space.
14. The acronym of the show that had the highest economic impact on the
local economy, held each November in Chicago.
15. What is the acronym for the company that is the leader in magazine and
exposition audits?
16. The movement of exhibits from the dock of the exhibition hall to a booth
during show set-up, and then back to dock during show dismantling
17. True or False: Year after year, medical shows are consistently one of the
top-performing sectors in trade show growth.
18. Which state has the greatest number of convention centers?
Name: __________________________________________ Contact Information: ___________________________
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100 December 2008 Trade Show Executive www.TradeShowExecutive.com

Experience
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It’s no secret. The George Fern Company is
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Who’s to say how we got here? Good people
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www.TradeShowExecutive.com Trade Show Executive December 2008 101

Industry Events
By Nicole Burnes, assistant editor January 2009
Sunday Monday Tuesday Wednesday Thursday friday saturday
1 2
1
2
3
4 5 6 7 8
9
Association for
Convention Operations
Management
(ACOM) 2009 Annual
Conference
January 9-11, 2009
Westin New Orleans
Canal Place,
New Orleans, LA
11 9
12
13
14
15 16 17
53rd Professional
Convention
Management
Association (PCMA)
Annual Meeting
January 11-14, 2009
New Orleans Morial
Convention Center,
New Orleans, LA
New Orleans, LA
Angus
18
19
20
21
22
23
24
UFI, The Global
Association of the
Exhibition Industry
Global CEO Forum for
Exhibition Organisers
(UCF)
January 21-23, 2009
Feria de Madrid,
Reno, NV New Orleans, LA Washington, DC
Madrid, Spain
Madrid, Spain
25 26 27 28 Grand Rapids, MI 29
30
31
2009 Western Fairs Major American Trade American Society of Religious Conference
Association (WFA) Show Organizers Association Executives Management
Annual Convention & (MATSO) Winter (ASAE) & The Center for Association
Trade Show
Meeting
Association Leadership (RCMA) 37th World
January 25-28, 2009
2009 Association
Grand Sierra Resort
January 26-27, 2009
Conference
Technology Conference January 27-30, 2009
& Casino, Reno, NV New Orleans Morial January 26-28, 2009 DeVos Place,
Convention Center, Walter E. Washington Grand Rapids, MI
New Orleans, LA
Convention Center,
Washington, DC
Musich
10
New Orleans, LA
More Details
Association for Convention Operations
Management (ACOM) 2009 Annual Conference
January 9-11, 2009
Westin New Orleans Canal Place, New Orleans, LA
www.acomonline.org
Event Management: ACOM, (609) 799-3712
53rd Professional Convention Management
Association (PCMA) Annual Meeting
January 11-14, 2009
New Orleans Morial Convention Center, New Orleans, LA
www.pcma2009.org
Event Management: PCMA, (312) 423-7262
UFI, The Global Association of the Exhibition
Industry Global CEO Forum for Exhibition
Organisers (UCF)
January 21-23, 2009
Feria de Madrid, Madrid, Spain
www.ufinet.org
Event Management: UFI, (33) 1 42 67 99 12
2009 Western Fairs Association (WFA) Annual
Convention & Trade Show
January 25-28, 2009
Grand Sierra Resort & Casino, Reno, NV
www.westernfairs.org
Event Management: WFA,
(916) 927-3100
Major American Trade Show Organizers
(MATSO) Winter Meeting
January 26-27, 2009
New Orleans Morial Convention Center,
New Orleans, LA
www.matso.org
Event Management: MATSO, (302) 260-9487
** In conjunction with the NADA Show
** Only open to MATSO memebers
American Society of Association Executives
(ASAE) & The Center for Association
Leadership 2009 Association Technology
Conference
January 26-28, 2009
Walter E. Washington Convention Center,
Washington, DC
www.asaecenter.org
Event Management: ASAE, (202) 371-0940
Religious Conference Management Association
(RCMA) 37th World Conference
January 27-30, 2009
DeVos Place, Grand Rapids, MI
www.rcmaweb.org
Event Management: RCMA, (317) 632-1888
Who’s Where
n Gary Musich, Vice President,
Convention Sales for Atlantic City
Convention & Visitors Authority,
will present during the “Green
Meetings” general session at the
ACOM Annual Conference on
Sunday, January 11.
n Sandy Angus, Chairman,
Montgomery Exhibitions, will be
moderator at the UFI Global CEO
Forum for Exhibition Organisers
January 21-23 in Madrid, Spain
102 December 2008 Trade Show Executive www.TradeShowExecutive.com

“A LONG TIME AGO, I IMMERSED MYSELF IN MIAMI.
I HAVE YET TO COME UP FOR AIR.”
-Avner Zabari, Furniture Designer
Come, creative souls, and venture where reality is more than it seems. In this city,
every art from visual and musical to culinary and experimental pushes the limits.
Boldly indulge your creative senses by booking your next meeting in our cosmopolitan
destination. Because when you’re inspired by Miami, we’re inspired by you.
For information on Miami’s thought-provoking meeting options, visit MiamiMeetings.com or call 800.933.8448 x3071.
We look forward to seeing you in Miami for IAEE December 9-11, 2008 – Booth #801.
www.TradeShowExecutive.com Trade Show Executive December 2008 103
©GREATER MIAMI CONVENTION & VISITORS BUREAU
. . . . . . . . . . . . . . .

104 December 2008 Trade Show Executive www.TradeShowExecutive.com

People
The American Heart Association (AHA)
named Nancy Brown as its new CEO
effective January 1,
2009. She had been
the association’s COO
for seven years and
is the first woman to
serve as its CEO. The
AHA sponsors several
medical conferences
annually. Reach Nancy
Nancy Brown
Index to Advertisers
Accurate Event Recruiters
www.eventrecruiters.com............................p.79
ARAMARK
www.aramark.com.................................p.65
ASP, Inc.
www.aspevents.com................................p.16
Atlantic City Convention & Visitors Authority
www.atlanticcitynj.com ..............................p.5
Bartizan Connects LLC
www.bartizan.com .................................p.85
BoothBoss
www.boothboss.com ...............................p.49
George R. Brown Convention Center (Houston, TX)
www.houstonconventionctr.com.......................p.11
John Buttine Inc.
www.buttine.com...................................p.3
Champion Exposition Services
www.championexpo.com . . . . . . . . . . . . . . . . . . . . . . . . . p.8 & 9
Chicago Convention & Tourism Bureau
www.choosechicago.com ............................p.13
CompuSystems, Inc.
www.compusystems.com........................p.18 & 19
Dietze Enterprises, Inc.
www.dietzeenterprisesinc.com ....................p.27 & 28
Duke Energy Convention Center (Cincinnati, OH)
www.duke-energycenter.com.....................p.94 & 99
Exhibition & Convention Executives Forum (ECEF)
www.eceforum.com ................................p.36
Expo Guadalajara (Guadalajara, Jalisco)
www.expo-guadalajara.com.mx .......................p.67
George Fern Company
www.georgefern.com.........................p.100 & 101
Greater Fort Lauderdale Convention & Visitors Bureau
www.sunny.org ...................................p.35
Georgia International Convention Center (College Park, GA)
www.gicc.com ....................................p.43
GES Exposition Services
www.ges.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .p.31
Global Spectrum
www.global-spectrum.com...........................p.89
Hargrove, Inc.
www.hargroveinc.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . p.15
Greater Houston Convention & Visitors Bureau
www.visithoustontexas.com ..........................p.75
Indiana Convention Center & Lucas Oil Stadium (Indianapolis, IN)
www.icclos.com....................................p.7
Iowa Events Center (Des Moines, IA)
www.iowaeventscenter.com..................... p.90 & 96
Irving Convention & Visitors Bureau
www.irvingtexas.com ...............................p.61
at (214) 706-1432 or nancy.brown@
heart.org
Phillip McKay joined World Market
Center Las Vegas as senior vice
president. The newly created position
oversees the development of existing
and future trade shows at the venue and
has responsibility for leasing to the gift,
rugs, lighting and decorative accessories
segments. McKay was previously the
The Jordan, Edmiston Group, Inc. (JEGI)
www.jegi.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .p.21 & 23
Kuehne + Nagel Inc.
www.kn-portal.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .p.69
Las Vegas Convention & Visitors Authority
www.visitlasvegas.com...........................Cover 2
Map Your Show
www.mapyourshow.com . . . . . . . . . . . . . . . . . . . . . . . . . . . .p.51
MassMutual Center (Springfield, MA)
www.massmutualcenter.com .....................p.91 & 97
The Mexican Fiesta/AMPROFEC
www.visitmexico.com..............................p.104
Miami Beach Convention Center (FL)
www.miamibeachconvention.com..................p.93 & 95
Greater Miami Convention & Visitors Bureau
www.miamiandbeaches.com . . . . . . . . . . . . . . . . . . . . . . . . p.103
Myrtle Beach Convention Center (SC)
www.myrtlebeachconventioncenter.com............Belly Band
Overland Park Convention & Visitors Bureau
www.opcvb.org ...................................p.37
Peoria Area Convention & Visitors Bureau
www.peoria.org ...................................p.45
PRG Hi-Tech
www.prghitech.com ................................p.17
PrivilegedAccess.tv
www.PrivilegedAccess.tv . . . . . . . . . . . . . . . . . . . . . . . . . . . .p.53
Puerto Rico Convention Bureau
www.meetpuertorico.com ...........................p.41
Saint Charles Convention Center (MO)
www.stcharlesconventioncenter.com ...............p.92 & 98
Sands Expo & Convention Center (Las Vegas, NV)
www.sandsexpo.com ...............................p.39
Smart City
www.smartcity.com ................................p.47
SMART-reg International, Inc.
www.SMART-reg.com . . . . . . . . . . . . . . . . . . . . . . . . . . . Cover 3
SMG
www.smgworld.com..........................Insert, p.55
Donald E. Stephens Convention Center (Rosemont, IL)
www.rosemont.com ............................p.Cover 4
Trade Show Executive
www.TradeShowExecutive.com....................p.55 & 70
TWI Group Inc.
www.twiglobal.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .p.71
Ungerboeck Systems International, Inc.
www.ungerboeck.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .p.59
United Service Companies
www.unitedhq.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .p.81
president and CEO of PPM Media, a
trade show production company that
he founded. He is
currently on the
board of directors
of the Society of
Independent Show
Organizers. Reach
Phil at (702) 599-9621
or philip.mckay@
lasvegasmarket.com
Phillip McKay
SMG Insert Index to Advertisers
Albuquerque Convention Center (NM) . . . . . . . . . . . . . . . . . . p.10
American Bank Center (Corpus Christi, TX) . . . . . . . . . . . . . .p.12
Atlantic City Convention Center (NJ) ....................p.9
Baton Rouge River Center (LA) ........................p.7
Carolina First Center (Greenville, SC) . . . . . . . . . . . . . . . . . . p.11
The Centre (Evansville, IN) . . . . . . . . . . . . . . . . . . . . . . . . . . .p.7
China National Convention Center (Beijing, China) .........p.15
Colorado Convention Center (Denver, CO) ................p.4
Greater Columbus Convention Center (OH) ..............p.10
Cox Business Convention Center (Oklahoma City, OK) . . . . . . p.10
DCU Center (Worcester, MA) . . . . . . . . . . . . . . . . . . . . . . . . .p.8
Dena’ina Civic & Convention Center (Anchorage, AK) . . . . . . .p.3
DeVos Place® (Grand Rapids, MI) . . . . . . . . . . . . . . . . . . . . p.8
Direct Energy Centre (Toronto, ON) ....................p.14
El Paso Convention Center (El Paso, TX) . . . . . . . . . . . . . . . .p.13
Ford Park Event Center (Beaumont, TX).................p.12
Greater Fort Lauderdale/Broward County Convention Center
(Ft. Lauderdale, FL) ................................p.4
Fresno Convention & Entertainment Center (CA) ...........p.3
Gwinnett Center (Duluth, GA)..........................p.5
Hampton Roads Convention Center (Hampton, VA).........p.14
Hawai’i Convention Center (Honolulu, HI).................p.5
IL DUOMO at Mundo Imperial (Acapulco-Diamante, Mexico) p.15
Irving Convention Center at Las Colinas (Irving, TX) ........p.13
Jackson Convention Center (MS).......................p.9
Kansas Expocentre (Topeka, KS) . . . . . . . . . . . . . . . . . . . . . . .p.7
Knoxville Convention Center (TN)......................p.12
David L. Lawrence Convention Center (Pittsburgh, PA)......p.11
Long Beach Convention & Entertainment Center (CA) . . . . . . .p.3
Meadowlands Exposition Center (Secaucus, NJ) . . . . . . . . . . .p.9
Memphis Cook Convention Center (TN) . . . . . . . . . . . . . . . . .p.12
Ontario Convention Center (CA) ........................p.4
Osceola Heritage Park Exhibition Building (Kissimmee, FL) p.5
Arthur R. Outlaw Mobile Convention Center (AL) . . . . . . . . . . .p.3
Palm Springs Convention Center (CA) ...................p.4
Peoria Civic Center (IL) ..............................p.7
Pontchartrain Center (Kenner, LA) . . . . . . . . . . . . . . . . . . . . .p.8
Puerto Rico Convention Center (San Juan, PR) ...........p.14
Calvin L. Rampton Salt Palace Convention Center
(Salt Lake City, UT) ................................p.13
Reliant Park (Houston, TX)...........................p.13
Rhode Island Convention Center Complex (Providence, RI) p.11
Savannah International Trade & Convention Center (GA) .....p.5
SeaGate Convention Centre (Toledo, OH) . . . . . . . . . . . . . . . p.10
Shreveport Convention Center (LA) . . . . . . . . . . . . . . . . . . . . .p.8
South Towne Expo Center (Sandy, UT) . . . . . . . . . . . . . . . . .p.14
Tulsa Convention Center (OK) ........................p.11
Wildwoods Convention Center (Wildwood, NJ) ............p.9
www.TradeShowExecutive.com Trade Show Executive December 2008 105

Parting shots
Room with a View.
The new Col. H. Weir Cook Terminal at the Indianapolis
International Airport is now open and offers a 25,000
square-foot reception area that is available for private
functions. The space overlooks the runways and the
Indianapolis skyline and is located outside the security
checkpoints so attendees won’t have to empty their pockets
or remove their shoes. The $1.1 billion terminal is a
16-minute drive from the Indianapolis Convention Center.
Sold!
Apple Computer’s first trade show sign sold at auction in
November to an unidentified buyer for $18,000. The bit of
history was used by Apple founders Steve Jobs and Steve
Wozniak in 1976 to mark their fledgling company’s booth.
The sign features the iconic apple trademark and had hung
outside the company’s Silicon Valley headquarters for
several years.
Take as Long as You Like.
Archbishop Desmond Tutu spoke to more than 300
association executives at a recent American Program
Bureau (APB) event in Washington, DC organized
by APB Executive Vice President Susan Sarfati.
Archbishop Tutu noted that he had been asked
to keep his remarks brief and joked, “But I am a
preacher!” Tutu used the November 17th event to
reflect on the U.S. presidential election and praised
Barack Obama for his potential to unite the world
with messages of change, hope and prosperity.
Andrew, the last quarter of our relationship
was disappointing. All three indices fell below
forecast and continue to trend downward.
I am going to have to let you go.
106 December 2008 Trade Show Executive www.TradeShowExecutive.com

Trade Show Executive’s
Always Ten Steps Ahead
SMART-reg International offers more than
registration and lead retrieval services. We
provide value-added solutions that will enhance
both your attendee’s and exhibitor’s experience.
Here’s a small sampling of our reasonably
priced technology-based ancillary services.
2008
INNOVATION
AWARDS
SMART-Connect is a social and
professional networking and agenda
planning tool. SMART-Connect can be
used to schedule session participation
and secure appointments with select
groups, attendees, peers, speakers
and exhibitors. Other systems can
be costly, and in most cases, are
an adjunct to the main attendee
registration experience. Our valuepriced
solution is tightly integrated
with the entire registration experience.
Tap-N-Go is a compact, RFIDenabled,
free-standing battery
powered unit offering quick and easy
tracking for sessions, events and
exhibit floor traffic using the attendee’s
RFID name badge. The unit can
authenticate whether an attendee
has registered and/or prepaid to
be admitted to a particular event.
Collected information is downloaded
and a statistical portrait is developed
along with attendance reports.
SMART-Confirmation is a new
attendee confirmation and badge
mailing system that reduces postage
and adds a green factor as well.
This new badge delivery system
totally eliminates petroleum-derived
components. Working in conjunction
with a USPS Certified Pre-sort Bureau,
First Class handling is achieved at a
much lower postage rate.
No matter what registration system you use today, we
know we can improve it with new technology, increased
efficiencies and better service. Call or email me today to
explore some new ideas.
Providing Fail-Safe Registration and Lead Retrieval
with Passionate Customer Service for over 25 Years
Visit www.SMART-reg.com or call (888) 999-9169
Arnie Roberts,
President & CEO
(888) 999-9169
arnie@SMART-reg.com
www.TradeShowExecutive.com Trade Show Executive December 2008 107

Stephens Center Rosemont, IL
840,000 Sq. Ft. of Exhibit Hall Space
92,000 Sq. Ft. of Flexible Meeting Area
5 Minutes from O‛Hare Airport
Easy People to Work With
Low Exhibitor Service Rates
Short Walk to Over 4,000 Hotel Rooms
Smart
New Front
Entrance
(847) 692-2220