2012 Gold Rush - Trade Show Executive

POWER LUNCH
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BOB: You are a very busy man, running
the not-for-profit SnowSports Industries
America (SIA) association. How much
of your energy is spent organizing
your successful SIA Snow Show?
DAVID: At least 50% of my time is spent
on the show, but that quickly becomes
100% nearer the show date. We have
20 people on staff here in the DC metro
area and three people in the field, calling
on members and prospects, providing
updates on issues and legislation, etc.
BOB: You moved the show to Denver
three years ago — what was the rationale
for that? How has the Denver location
impacted the show’s performance?
DAVID: It was time for us to rejuvenate
the show, as we had been in one place
for 37 years. We looked to the move to
give us that shot of adrenalin, given all
the consolidation that was going on in
both the supplier and retail sides of the
industry. Denver’s proposal made sense
to us, both from a trade show standpoint
and a snow sports perspective. We also
get more media to cover the show since
we are now located in snow country.
BOB: Your sold-out 2012 show
was a big success.?
DAVID: We had 450 exhibitors, representing
99% of all Alpine products, 95%
of all snowboard products, and 100% of
cross country equipment. They occupied
334,650 net square feet, a 3.9% increase
over 2011. As for attendance, the industry
consolidation is all over and we had
19,000 plus attendees at the show, a 1.2%
increase. For the last ten years, we have
measured buying power and we promote
that over pure numbers as we feel it’s
more representative: this year, attendee
buying power was 80.7%, a 3.1% increase.
BOB: What drove attendance to the 2012
show and contributed to its success?
DAVID: In 2011, we had record attendance
since it was one of the best snow
years in history. This past year was the
worst snow year since 1969 and we still
had record attendance because the retailers
needed to meet with the principals
of the exhibiting companies, not just
their field reps, to discuss things such
as extended credit. As a result, our suppliers
extended their receivable dates
another 90 days for our smaller retailers
with credit challenges.
BOB: How are things looking for this
coming January in terms of exhibitors
and registration? What innovations
are you planning for the 2013 event?
DAVID: All indicators are up. We’re adding
several events, such as a Power Breakfast
featuring Donna Carpenter with the
Outdoor Industry Women’s Coalition and
an International Research Forum seeking
to develop a uniform definition of a snow
sport participant. For example, we define
a participant as anyone who is six years
or older and spends one or more days on
the snow. In France, it’s 18 years or older.
In Australia, they count cars coming to
a ski area and multiply the number by
3.5 people per car. In addition, this global
forum will focus on growing participation
and sharing ideas from around the world,
including social media.
BOB: How about floor space for 2013?
DAVID: Because we are a member-owned
trade show, we offer space rates that are
significantly lower than our competitors.
Net square footage (nsf) is trending upwards,
and last year, we contracted 10,000
more nsf than the previous year. We are
pretty maxed out in the building now, but
with some shuffling and rearranging, we
will be able to grow a bit more in 2013.
Snow Team. David Ingemie (center) has a top-notch team directing the SIA from its suburban
Washington headquarters.
BOB: Tell me about the
exhibitor package that you offer.?
DAVID: Our basic package rate is $11 per
sf for premium members and $13.25 per sf
for standard members. Both rates include
exhibit space, pipe and drape, booth ID
sign, carpet, daily cleaning, insurance,
a listing in the show app and exhibitor
directory, and free Wi-Fi. We provide the
list of media participants, and after the
show, the attendee list. Exhibitors can also
purchase prefabricated booths that include
all of the previous plus the actual booth
Continued on page 38
36 November 2012 | Trade Show Executive