the May 2009 Issue in PDF Format - Trade Show Executive
the May 2009 Issue in PDF Format - Trade Show Executive
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News, Views and Tools for <strong>Trade</strong> <strong>Show</strong> and Event <strong>Executive</strong>s <strong>May</strong> <strong>2009</strong><br />
Megan<br />
Tanel<br />
Pav<strong>in</strong>g <strong>the</strong> Way for<br />
CONEXPO’s Growth<br />
SPECIAL REPORT<br />
In <strong>the</strong> Hot Seat? Useful<br />
Crisis Management Tips<br />
MEDIA COMPANIES<br />
Insights on Groom<strong>in</strong>g Your<br />
Sales People Into<br />
Event Brand Managers<br />
TSE SUPPLEMENT<br />
Who’s Who Among<br />
General and Specialty<br />
Service Contractors<br />
2121 Palomar Airport Rd, # 220<br />
Carlsbad, CA 92011<br />
ChAnge SeRviCe RequeSted<br />
www.<strong>Trade</strong><strong>Show</strong><strong>Executive</strong>.com
The experience around you<br />
We’re <strong>the</strong> people<br />
beh<strong>in</strong>d <strong>the</strong> people organiz<strong>in</strong>g<br />
<strong>the</strong> greatest expositions on earth.<br />
With our <strong>in</strong>dustry-lead<strong>in</strong>g technology and an unparalleled commitment to personalized customer<br />
service, it’s no wonder why <strong>the</strong> GES ® Worldwide Network produces over 3,000 events a year. We are<br />
here to provide you with <strong>in</strong>novative show environments, creative design and all-<strong>in</strong>clusive logistics<br />
so you can focus on <strong>the</strong> show.<br />
Learn more about our team at: ges.com<br />
Visit us onl<strong>in</strong>e at ges.com<br />
GES WORLDWIDE NETWORK<br />
United States of America United K<strong>in</strong>gdom Canada United Arab Emirates
“We’ve never<br />
had a claim<br />
<strong>in</strong> <strong>the</strong> past.<br />
Famous last words...<br />
<strong>May</strong>be we really<br />
don’t need<br />
<strong>in</strong>surance.”<br />
“We’ve never had a claim <strong>in</strong> <strong>the</strong> past.<br />
<strong>May</strong>be we really don’t need <strong>in</strong>surance.”<br />
Who believes <strong>in</strong> risk-tak<strong>in</strong>g <strong>in</strong> a recession? Bus<strong>in</strong>esses<br />
that operate this way are <strong>in</strong>creas<strong>in</strong>g <strong>the</strong>ir exposure<br />
and could face devastat<strong>in</strong>g losses.<br />
<strong>Show</strong>Down® Event Cancellation Insurance<br />
covers show cancellations, postponements and<br />
<strong>in</strong>terruptions. It <strong>in</strong>sures profits, returns exhibitors' and<br />
attendees' fees, and helps pay for <strong>in</strong>curred expenses<br />
such as market<strong>in</strong>g, venue rental and security.<br />
Don’t let your last words be “I should have...”<br />
JOHN BUTTINE Inc.<br />
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More coverage, less <strong>in</strong>convenience.
<strong>May</strong> <strong>2009</strong><br />
VOLUME 10 NUMBER 5<br />
Cover Story<br />
28<br />
22<br />
25<br />
Power Lunch with<br />
Megan Tanel<br />
Megan Tanel is Vice President, Exhibitions<br />
and Events for <strong>the</strong> Association of Equipment<br />
Manufacturers and director of AEM’s<br />
CONEXPO-CON/AGG, one of <strong>the</strong> largest<br />
construction and materials shows <strong>in</strong> <strong>the</strong> world.<br />
Responsible for a portfolio of some of <strong>the</strong><br />
largest trade shows <strong>in</strong> North America, Megan<br />
is a master of <strong>the</strong> “heavy lift<strong>in</strong>g” required for a<br />
successful equipment exhibition.<br />
FeAtUre<br />
<strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> rounded up essential<br />
po<strong>in</strong>ters from key executives attend<strong>in</strong>g <strong>the</strong><br />
SISO CEO Summit <strong>in</strong> April on <strong>the</strong> how to<br />
evolve your sales staff <strong>in</strong>to multi-platform brand<br />
managers.<br />
SPeCIAL rePort<br />
As <strong>the</strong> economy cont<strong>in</strong>ues to slump, CVBs<br />
must devise a way to communicate effectively<br />
and openly with <strong>the</strong>ir local news media and<br />
anxious city leadership dur<strong>in</strong>g this quiet crisis.<br />
SPeCIAL StAND-ALoNe<br />
SUPPLeMeNt<br />
TSE<br />
ga<strong>the</strong>red valuable facts and figures on over<br />
200 of <strong>the</strong> most active general and specialty<br />
service contractors <strong>in</strong> <strong>the</strong> U.S. for our Seventh<br />
Annual Directory of Who’s Who Among General<br />
& Specialty Service Contractors.<br />
<strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong>, The Gold Standard<br />
W<strong>in</strong>ner of:<br />
Photo Credit: Sherry Tesler<br />
News V ews and Tools for <strong>Trade</strong> <strong>Show</strong> and Event <strong>Executive</strong>s <strong>May</strong> <strong>2009</strong><br />
Who’s Who<br />
among<br />
General & Specialty Service Contractors<br />
28<br />
22<br />
2005<br />
• GRAND AWARD, Best Writ<strong>in</strong>g<br />
• Best How-To Writ<strong>in</strong>g<br />
• Best Interviews<br />
&Personal Profiles<br />
• Most Improved Magaz<strong>in</strong>es<br />
&Journals<br />
• GRAND AWARD, Best Writ<strong>in</strong>g<br />
• Best Overall <strong>Issue</strong><br />
• Best How-To Writ<strong>in</strong>g<br />
• Best Design<br />
• Best Cover<br />
• Best News Writ<strong>in</strong>g<br />
• Best Feature Writ<strong>in</strong>g<br />
• Best How-To Writ<strong>in</strong>g<br />
• Best Redesign<br />
• Most Improved Magaz<strong>in</strong>e<br />
• GRAND AWARD, Best<br />
Design & Illustration<br />
• Best Column<br />
• Best Feature Series Writ<strong>in</strong>g<br />
• Best How-To Writ<strong>in</strong>g<br />
• Best Cover<br />
© <strong>2009</strong> <strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong>, Inc. All rights reserved. Contents may not be reproduced, stored <strong>in</strong> a retrieval system or transmitted <strong>in</strong> any form or by any means without <strong>the</strong> written permission of <strong>the</strong> publisher.<br />
4 <strong>May</strong> <strong>2009</strong> <strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> www.<strong>Trade</strong><strong>Show</strong><strong>Executive</strong>.com
ConTEn TS<br />
Member of:<br />
TM<br />
<strong>May</strong> <strong>2009</strong><br />
8 News<br />
• CEIR Results <strong>Show</strong> Exhibitions<br />
Decl<strong>in</strong>ed 5.7% <strong>in</strong> Q4<br />
• Department of Commerce<br />
Chooses 44 <strong>Show</strong>s for 2010<br />
International Buyer Program<br />
• Nielsen Company Predicts Tough<br />
Year Ahead for <strong>Trade</strong> <strong>Show</strong>s<br />
9 Flashes from <strong>the</strong> Field<br />
News <strong>in</strong> brief about shows and<br />
convention centers<br />
10 International News<br />
• Ch<strong>in</strong>a’s Local Markets Seen as<br />
Next Exhibition Growth Area<br />
• NürnbergMesse Group Acquires<br />
Nielsen’s Brazilian Subsidiary<br />
15 Trend<strong>in</strong>g & Spend<strong>in</strong>g<br />
The Economy: Good News<br />
or Less Bad News<br />
20 Incubator<br />
New Market<strong>in</strong>g Program Tracks<br />
Attendees’ Interest and Purchase<br />
Intent<br />
27 Industry Events<br />
New Market<strong>in</strong>g Program Tracks<br />
32 ZOOM<br />
TSE’s <strong>Trade</strong> <strong>Show</strong> Locator<br />
features <strong>the</strong> most important shows<br />
scheduled <strong>in</strong> July <strong>2009</strong><br />
42 Part<strong>in</strong>g Shots<br />
42 Index to advertisers<br />
ZOOM Presents <strong>the</strong> Lead<strong>in</strong>g <strong>Show</strong>s<br />
Com<strong>in</strong>g Up <strong>in</strong> July <strong>in</strong> North America<br />
eed a quick rem<strong>in</strong>der of shows on <strong>the</strong> horizon or are study<strong>in</strong>g <strong>the</strong> market for<br />
erships, co-locations or acquisitions, here is a list of 101 of <strong>the</strong> most important trade<br />
ed for July. Each show is isted by <strong>in</strong>dustry category and conta<strong>in</strong>s both a wide-angle<br />
view of <strong>the</strong> event, <strong>the</strong> organizer, <strong>the</strong> site and projected size. For a list of shows com<strong>in</strong>g<br />
xt 12 months – searchable by each field – go to www.<strong>Trade</strong><strong>Show</strong><strong>Executive</strong>.com. To<br />
ed for future editions of<br />
Zoom<br />
<strong>in</strong> pr<strong>in</strong>t and onl<strong>in</strong>e, email <strong>in</strong>formation on your show to<br />
radeshowexecutive.com.<br />
Address <strong>Show</strong> Manager<br />
Dates Venue/City/State Projected Size<br />
rtis<strong>in</strong>g & MArket<strong>in</strong>g<br />
SI <strong>Show</strong>!<br />
how Inc<br />
s show com<br />
By Nicole Burnes, Zoom editor<br />
e to Integrated Market<strong>in</strong>g &<br />
drais<strong>in</strong>g Conference<br />
ference Incorporated<br />
w br dgeconf org<br />
nt<br />
ce & AviAtion<br />
Ma y Upton<br />
VP of <strong>Trade</strong> <strong>Show</strong> Operations<br />
800 546 3300<br />
Donna Tsch ffely<br />
Pres dent<br />
703 689 3629<br />
N cole Gentile<br />
Operations Manager<br />
631 2406<br />
7/21/<strong>2009</strong><br />
7/23/<strong>2009</strong><br />
7/21/<strong>2009</strong><br />
7 23 <strong>2009</strong><br />
7/22/<strong>2009</strong><br />
7/25/<strong>2009</strong><br />
<strong>2009</strong><br />
McCormick Place<br />
Chicago IL<br />
Gaylo d National Resort<br />
& Convent on Center<br />
Wash ngton DC<br />
41 People <strong>in</strong> <strong>the</strong> News<br />
• Kenneth Whitney<br />
• Diane Stone<br />
• Sally Goldesberry<br />
• Ellen Beckert<br />
• Mark Desautels<br />
• Roger Freeman<br />
• Lana Ostrander<br />
Nicole Burnes<br />
86 000 nsf<br />
610 Exh b tors<br />
4 400 Attendees<br />
NSF Not Suppl e<br />
70 Exh b tors<br />
1 200 Attendee<br />
32<br />
C32<br />
Savannah International <strong>Trade</strong> 36 000 nsf<br />
& Convent on Ce<br />
150 Exhib to<br />
Savannah GA<br />
A tend<br />
Henry B Gonz<br />
S<br />
Convent on C 32700<br />
32ot o s N<br />
t n o 32ee<br />
TX<br />
32o s<br />
CHANGE OF ADDRESS AND NEw SUBSCRIPTIONS:<br />
Edw<strong>in</strong> Blanco, Circulation Manager, <strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> magaz<strong>in</strong>e,<br />
P.O. Box 16435, North Hollywood, CA 91615. Phone: (818) 286-3152<br />
Toll-Free Fax: (877) 483-8912. Please visit us at tsx.magserv.com and complete <strong>the</strong> onl<strong>in</strong>e form for<br />
a free subscription.<br />
Subscription Rates: Subscriptions are free to qualified show management executives who fit <strong>the</strong> criteria<br />
and sign a qualification card annually. All o<strong>the</strong>rs may purchase an annual subscription for $119. ($129 <strong>in</strong><br />
Canada and Mexico; $149 overseas.) S<strong>in</strong>gle copies: $14.95 per issue, plus $5 for shipp<strong>in</strong>g and handl<strong>in</strong>g;<br />
TSE’s directory of Who’s Who Among Independent <strong>Show</strong> Organizers is $129; TSE’s directory of <strong>the</strong><br />
World’s Top Convention Centers is $129; TSE’s directory of <strong>the</strong> Gold 100 <strong>Trade</strong> <strong>Show</strong>s is $159.<br />
EDITORIAL & PUBLISHING HEADQUARTERS:<br />
<strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> magaz<strong>in</strong>e, 2121 Palomar Airport Rd.,<br />
Suite 220, Carlsbad, CA 92011.<br />
Tel.: (760) 929-9666 Fax: (877) 483-8912<br />
EDITORIAL & RESEARCH<br />
Vice president/publisher & editor:<br />
Darlene Gudea (760) 929-9666<br />
darlenegudea@tradeshowexecutive.com<br />
editor-at-large:<br />
Carol Andrews (562) 505-7903<br />
carolandrews@tradeshowexecutive.com<br />
senior editor:<br />
Hil Anderson (760) 929-9615<br />
handerson@tradeshowexecutive.com<br />
senior editor, news & directories:<br />
Renee Di Iulio (310) 939-0197<br />
reneediiulio@tradeshowexecutive.com<br />
news editor:<br />
Sandi Ca<strong>in</strong> (949) 497-2680<br />
sandica<strong>in</strong>@tradeshowexecutive.com<br />
chief economist:<br />
Frank Chow (760) 929-9666<br />
frankchow@tradeshowexecutive.com<br />
assistant editor:<br />
Nicole Burnes (760) 929-9604<br />
nburnes@tradeshowexecutive.com<br />
columnists:<br />
Bob Dallmeyer (323) 934-8300<br />
bdallmeyer@tradeshowexecutive.com<br />
SALES & MARKETING<br />
Vice president/associate publisher:<br />
Irene Sperl<strong>in</strong>g (818) 990-1080<br />
irenesperl<strong>in</strong>g@tradeshowexecutive.com<br />
adVertis<strong>in</strong>g manager:<br />
L<strong>in</strong>da Braue (310) 379-2217<br />
l<strong>in</strong>dabraue@tradeshowexecutive.com<br />
adVertis<strong>in</strong>g manager, lat<strong>in</strong> america:<br />
Rafael Hernández +52 (55) 2455-3545 Ext. 117<br />
rafa.hernandezg@nuestromundogm.com<br />
director of eVents:<br />
Diane Bjorklund (630) 312-8915<br />
dbjorklund@tradeshowexecutive.com<br />
creatiVe director:<br />
Kenneth Whitney (760) 929-9564<br />
kwhitney@tradeshowexecutive.com<br />
technology & design manager:<br />
Ricky Bello (312) 617-8675<br />
rbello@tradeshowexecutive.com<br />
BOARD OF DIRECTORS:<br />
Rick Simon, Chairman of <strong>the</strong> Board<br />
Mark Feldman, President<br />
Joan Feldman, Vice President<br />
Darlene Gudea, Vice President<br />
www.<strong>Trade</strong><strong>Show</strong><strong>Executive</strong>.com <strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> <strong>May</strong> <strong>2009</strong> 5
News<br />
Exhibitions Decl<strong>in</strong>e 5.7% <strong>in</strong> Q4 and 3.1% <strong>in</strong> 2008<br />
Dallas, TX – In 2008, <strong>the</strong> exhibition<br />
<strong>in</strong>dustry experienced its first annual decl<strong>in</strong>e<br />
s<strong>in</strong>ce 2002, decreas<strong>in</strong>g 3.1% from 2007,<br />
led by decl<strong>in</strong>es of 6.0% <strong>in</strong> Q3 and 5.7%<br />
<strong>in</strong> Q4, accord<strong>in</strong>g to <strong>the</strong> CEIR (Center for<br />
Exhibition Industry Research) Index, a lead<strong>in</strong>g<br />
measurement of exhibition <strong>in</strong>dustry<br />
performance. However, s<strong>in</strong>ce <strong>the</strong> start<br />
of <strong>the</strong> Index <strong>in</strong> 2000, <strong>the</strong> <strong>in</strong>dustry has<br />
grown at a compound annual growth rate<br />
(CAGR) of 1.8%.<br />
Exhibition Industry Sector Performance<br />
Of <strong>the</strong> 11 <strong>in</strong>dustry sectors measured by<br />
<strong>the</strong> CEIR Index, only four grew <strong>in</strong> 2008:<br />
Information Technology (+9.8%); Raw<br />
Materials (+3.4%); Medical and Healthcare<br />
(+1.3%); and Industrial (+1.1%). Only<br />
<strong>the</strong> Information Technology and Raw<br />
Materials sectors showed ga<strong>in</strong>s across all<br />
four metrics for <strong>the</strong> year.<br />
On <strong>the</strong> flip side, <strong>the</strong> Build<strong>in</strong>g and<br />
Construction sector saw <strong>the</strong> largest<br />
decl<strong>in</strong>e for <strong>the</strong> year, dropp<strong>in</strong>g 9.8%. O<strong>the</strong>r<br />
sectors that underperformed <strong>in</strong> <strong>the</strong> overall<br />
exhibition <strong>in</strong>dustry <strong>in</strong> 2008 <strong>in</strong>cluded:<br />
Consumer Goods (-7.0%); Transportation<br />
(-5.9%); Professional Bus<strong>in</strong>ess Services<br />
(-5.1%); and Government (-3.9%).<br />
All four key exhibition <strong>in</strong>dustry<br />
metrics decl<strong>in</strong>ed <strong>in</strong> 2008: Net Square Feet<br />
(-2.0%); Exhibitors (-2.6%); Attendance<br />
(-4.0%); and Revenue (-3.5%).<br />
Exhibition Industry vs. GDP<br />
The exhibition <strong>in</strong>dustry tends<br />
to track fairly well with Gross<br />
Domestic Product (GDP),<br />
noted Doug Ducate, president<br />
& CEO of CEIR. In 2008, <strong>the</strong><br />
growth rate for real GDP was<br />
1.1%. Dur<strong>in</strong>g Q1 of 2008, GDP<br />
grew 0.9%, but Q2 of 2008 was<br />
<strong>the</strong> last quarter <strong>in</strong> which GDP<br />
climbed: 2.8%. Second Quarter<br />
GDP was helped by <strong>the</strong> $168<br />
billion Federal tax rebate, which<br />
spurred consumer spend<strong>in</strong>g and<br />
drove economic growth. GDP<br />
receded 0.5% <strong>in</strong> Q3-08, and<br />
130<br />
120<br />
110<br />
100<br />
90<br />
80<br />
<strong>the</strong>n decl<strong>in</strong>ed sharply <strong>in</strong> Q4-08, by 6.2%.<br />
The 2008 quarterly results for <strong>the</strong><br />
overall exhibition <strong>in</strong>dustry reflected <strong>the</strong><br />
pattern of GDP, as <strong>the</strong> <strong>in</strong>dustry grew<br />
0.5% <strong>in</strong> <strong>the</strong> First Quarter of <strong>the</strong> year,<br />
was flat <strong>in</strong> <strong>the</strong> Second Quarter, and <strong>the</strong>n<br />
decl<strong>in</strong>ed <strong>in</strong> Q3 and Q4, at rates of -6.0%<br />
and -5.7%, respectively.<br />
Look<strong>in</strong>g Forward<br />
Lead<strong>in</strong>g economists predict that <strong>the</strong> U.S.<br />
economy will not recover before <strong>the</strong><br />
second half of <strong>2009</strong>, and possibly not<br />
until <strong>the</strong> First Quarter of 2010 or beyond.<br />
The National Association for Bus<strong>in</strong>ess<br />
Economics, a panel of 47 lead<strong>in</strong>g<br />
economists, forecasts GDP to decrease<br />
5.0% and 1.7% <strong>in</strong> Q1 and Q2 <strong>2009</strong>,<br />
respectively, before grow<strong>in</strong>g 1.6% <strong>in</strong> <strong>the</strong><br />
second half of <strong>the</strong> year. Overall, GDP is<br />
forecast to decl<strong>in</strong>e 0.9% <strong>in</strong> <strong>2009</strong>.<br />
Some sub-sectors of <strong>the</strong> exhibition<br />
<strong>in</strong>dustry are better positioned than<br />
o<strong>the</strong>rs for more immediate growth, due<br />
to spend<strong>in</strong>g provisions <strong>in</strong> <strong>the</strong> economic<br />
stimulus packages, said Ducate. CEIR<br />
noted that billions of dollars are earmarked<br />
for <strong>the</strong> education, healthcare, energy,<br />
construction, technology and <strong>in</strong>frastructure<br />
markets. In addition, proposed tax cuts<br />
and a mortgage rescue plan may stimulate<br />
consumer spend<strong>in</strong>g.<br />
Total<br />
NSF<br />
Exhibitors<br />
Attendees<br />
Revenue<br />
Exhibitions<br />
Overall<br />
2000 2001 2002 2003 2004 2005 2006 2007 2008<br />
Rare Dip. The latest l<strong>in</strong>es from CEIR showed <strong>the</strong> first annual decl<strong>in</strong>e for <strong>the</strong><br />
exhibition <strong>in</strong>dustry s<strong>in</strong>ce 2002. The graph showed decl<strong>in</strong>es <strong>in</strong> key metrics <strong>in</strong><br />
2008: net square footage, exhibitors, attendance and revenues.<br />
Key Metrics to Watch<br />
After eight years of data collection via<br />
<strong>the</strong> CEIR Index, some key exhibition<br />
<strong>in</strong>dustry trends have emerged that are<br />
worth watch<strong>in</strong>g as potential predictors of<br />
recovery:<br />
• Net Square Feet and Exhibitors –<br />
<strong>the</strong>se two metrics have proven to be<br />
lead<strong>in</strong>g <strong>in</strong>dicators of both recovery<br />
and contraction. Exhibition <strong>in</strong>dustry<br />
executives should monitor <strong>the</strong>se two<br />
metrics carefully for signs of growth.<br />
• Attendance and Revenue – <strong>the</strong>se two<br />
metrics have shown to be lagg<strong>in</strong>g<br />
<strong>in</strong>dicators and should not be relied<br />
upon by executives for signs of<br />
recovery.<br />
• Professional Bus<strong>in</strong>ess Services,<br />
Consumer Goods, and Build<strong>in</strong>g and<br />
Construction – <strong>the</strong>se three sectors<br />
are “guideposts” for <strong>the</strong> entire<br />
<strong>in</strong>dustry; as <strong>the</strong>se sectors perform,<br />
so goes <strong>the</strong> <strong>in</strong>dustry.<br />
About <strong>the</strong> Index<br />
Veris Consult<strong>in</strong>g, a lead<strong>in</strong>g exhibition<br />
<strong>in</strong>dustry research consultancy, collected<br />
data from nearly 300 events to create<br />
<strong>the</strong> CEIR Index. The Alfred P. Sloan<br />
Foundation Travel & Tourism Industry<br />
Center at <strong>the</strong> University of South<br />
Carol<strong>in</strong>a provided economic analysis<br />
for <strong>the</strong> Index. The Jordan, Edmiston<br />
Group, Inc. (JEGI), <strong>the</strong> lead<strong>in</strong>g<br />
<strong>in</strong>vestment bank serv<strong>in</strong>g<br />
<strong>the</strong> event <strong>in</strong>dustry and Title<br />
Sponsor of <strong>the</strong> CEIR Index,<br />
provided analysis of <strong>the</strong><br />
exhibition <strong>in</strong>dustry and <strong>the</strong><br />
year-over-year performance<br />
by sector. <strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong><br />
magaz<strong>in</strong>e is <strong>the</strong> publish<strong>in</strong>g<br />
sponsor of <strong>the</strong> CEIR Index.<br />
By <strong>Trade</strong> <strong>Show</strong> Execut ve magaz ne Car sbad CA<br />
For more <strong>in</strong>formation and to<br />
purchase <strong>the</strong> complete report,<br />
contact Cathy Breden, CAE,<br />
CMP, executive director of CEIR,<br />
at (972) 687-9201 or cbreden@<br />
ceir.org<br />
6 <strong>May</strong> <strong>2009</strong> <strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> www.<strong>Trade</strong><strong>Show</strong><strong>Executive</strong>.com
DOC Chooses 44 <strong>Trade</strong> <strong>Show</strong>s for International Buyer Program<br />
By Hil Anderson, senior editor<br />
Wash<strong>in</strong>gton, DC – The U.S. Department of Commerce selected 44<br />
trade shows for its 2010 International Buyer Program (IBP), an<br />
<strong>in</strong>crease over <strong>the</strong> 32 events for <strong>2009</strong>.<br />
The events <strong>in</strong>clude many of <strong>the</strong> largest trade shows held <strong>in</strong> <strong>the</strong><br />
U.S. and will be promoted overseas by U.S. commercial services<br />
and trade specialist officers. The IBP program recruits qualified<br />
buyers <strong>in</strong> o<strong>the</strong>r nations and assists attendees with registration and<br />
logistics to make it easier for <strong>the</strong>m to attend.<br />
Blanche Ziv, director of <strong>the</strong> IBP, said <strong>the</strong> shows on <strong>the</strong> list<br />
were selected accord<strong>in</strong>g to several criteria, <strong>in</strong>clud<strong>in</strong>g <strong>the</strong> high export<br />
potential of <strong>the</strong> products that will be on display at <strong>the</strong> show. “It is<br />
important that U.S. companies cont<strong>in</strong>ue to seek diversification <strong>in</strong><br />
world markets,” she said.<br />
Charlie O’Brien, vice president of agricultural services with <strong>the</strong><br />
Association of Equipment Managers (AEM), said <strong>the</strong> <strong>in</strong>clusion of<br />
AG CONNECT Expo on <strong>the</strong> list would help his show ma<strong>in</strong>ta<strong>in</strong><br />
a high <strong>in</strong>ternational profile. “Attendees and exhibitors will benefit<br />
from potential trade leads and matchmak<strong>in</strong>g opportunities,”<br />
O’Brien said, “as well as <strong>the</strong> opportunity to learn different bus<strong>in</strong>ess<br />
practices <strong>in</strong> <strong>the</strong> context of a global agricultural trade show.”<br />
Reach Blanche Ziv at (202) 482-4207 or Blanche.Ziv@mail.doc.<br />
gov; Charlie O’Brien at 414-298-4157 or cobrien@aem.org<br />
A Roster of <strong>Show</strong>s Chosen for <strong>the</strong> DOC’s 2010 International Buyer Program<br />
The shows are listed <strong>in</strong> chronological order<br />
by start date:<br />
1. International Consumer Electronics <strong>Show</strong><br />
2. AG CONNECT Expo<br />
3. International Builder’s <strong>Show</strong><br />
4. International Poultry Expo/International<br />
Feed Expo<br />
5. 13th Annual Energy & Environment<br />
Conference & Expo<br />
6. World of Concrete<br />
7. WSA <strong>Show</strong> - W<strong>in</strong>ter <strong>in</strong>clud<strong>in</strong>g<br />
Collections at WSA<br />
8. American International Toy Fair<br />
9. MAGIC Marketplace – W<strong>in</strong>ter<br />
10. Graphics of <strong>the</strong> Americas Exposition<br />
& Conference<br />
11. Natural Products Expo West/Supply Expo<br />
12. International Hospitality Week<br />
13. International Home + Housewares <strong>Show</strong><br />
14. Satellite 2010<br />
15. International CTIA Wireless 2010<br />
16. International Security Conference West<br />
17. IPC APEX EXPO<br />
18. International Franchise Expo 2010<br />
19. 2010 NAB <strong>Show</strong><br />
(National Association of Broadcasters)<br />
20. High Po<strong>in</strong>t Market – Spr<strong>in</strong>g<br />
21. Offshore Technology Conference<br />
22. National Hardware <strong>Show</strong> and Lawn<br />
& Garden World<br />
23. Waste Expo<br />
24. ATME-I/MEGATEX, SPESA Expo<br />
and Techtextil North America<br />
25. ELECTRIC POWER 2010<br />
26. National Restaurant Association<br />
Restaurant, Hotel-Motel <strong>Show</strong><br />
27. RECon: The Global Real Estate<br />
Convention<br />
28. Premier Orlando 2010<br />
29. InfoComm 2010<br />
30. Institute of Food Technologists<br />
Annual Meet<strong>in</strong>g & Food Expo<br />
31. American Association for Cl<strong>in</strong>ical<br />
Chemistry Annual Meet<strong>in</strong>g & Cl<strong>in</strong>ical<br />
Laboratory Expo<br />
32. FIME Expo<br />
33. International Woodwork<strong>in</strong>g Fair<br />
34. MAGIC Marketplace – Summer<br />
35. International Bak<strong>in</strong>g Industry Exposition<br />
36. Interop - Fall<br />
37. GRAPH EXPO 2010<br />
38. American Dental Association 151st Annual<br />
Session and World Marketplace<br />
39. SUPERCOMM<br />
40. PACK EXPO 2010<br />
41. American Film Market<br />
42. Automotive Aftermarket Industry<br />
Week 2010 (SEMA and AAPEX)<br />
43. Greater New York Dental Meet<strong>in</strong>g<br />
44. POWER-GEN International<br />
The Nielsen Company Sees Murky Year for Exhibitions<br />
By Hil Anderson, senior editor<br />
New York, NY – The Nielsen Company<br />
reported a 4.5% <strong>in</strong>crease <strong>in</strong> revenue for<br />
2008 but predicted a tough year ahead for<br />
its trade shows and overall bus<strong>in</strong>ess.<br />
The company said its bus<strong>in</strong>ess media<br />
operations were supported <strong>in</strong> large part<br />
by a robust first half for its trade show<br />
bus<strong>in</strong>ess, although exhibitions flagged <strong>in</strong><br />
<strong>the</strong> second half and were likely to rema<strong>in</strong><br />
soft for <strong>the</strong> foreseeable future.<br />
“The U.S. market feels rough,” Chief<br />
F<strong>in</strong>ancial Officer Brian West said on a<br />
March 27 conference call with analysts.<br />
The performance of specific shows,<br />
West said, depended <strong>in</strong> large part on<br />
<strong>the</strong> <strong>in</strong>dustry sector <strong>the</strong>y served. The<br />
company managed n<strong>in</strong>e events <strong>in</strong><br />
<strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong>’s Gold 100 roster<br />
of <strong>the</strong> largest trade shows held <strong>in</strong><br />
2007, ma<strong>in</strong>ly serv<strong>in</strong>g <strong>the</strong> retail sector.<br />
Nielsen’s largest show, <strong>the</strong> ASD/AMD<br />
<strong>Trade</strong> <strong>Show</strong> Las Vegas is held twice<br />
annually and placed No. 17 and No. 18<br />
<strong>in</strong> <strong>the</strong> Gold 100 rank<strong>in</strong>gs.<br />
West said Nielsen had no plans to<br />
greatly alter its trade show strategy and<br />
hoped to have its events positioned to<br />
come out of <strong>the</strong> gate quickly once <strong>the</strong><br />
economic recovery beg<strong>in</strong>s. “When <strong>the</strong>y<br />
come out of a downturn, <strong>the</strong>y generally<br />
come out with very good growth rates.”<br />
West said trade shows had been<br />
able to offset a decl<strong>in</strong>e <strong>in</strong> Nielsen’s pr<strong>in</strong>t<br />
revenues, although exhibition revenues<br />
“went sharply negative” <strong>in</strong> <strong>the</strong> second<br />
half. “We can‘t tell if we are at <strong>the</strong><br />
bottom yet,” West said.<br />
Nielsen reported slightly more than<br />
$5 billion <strong>in</strong> revenues for 2008, up<br />
4.5% from 2007, exclud<strong>in</strong>g currency<br />
fluctuations. With currencies factored <strong>in</strong>,<br />
<strong>the</strong> revenues were up 6% over 2007.<br />
Operat<strong>in</strong>g <strong>in</strong>come was $118 million<br />
compared to $416 million for 2007.<br />
Covenant EBITDA earn<strong>in</strong>gs for 2008<br />
were $1.34 billion.<br />
Reach Greg Farrar, president of Nielsen<br />
Bus<strong>in</strong>ess Media, at (703) 488-2800 or<br />
greg.farrar@nielsen.com<br />
www.<strong>Trade</strong><strong>Show</strong><strong>Executive</strong>.com <strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> <strong>May</strong> <strong>2009</strong> 7
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flashes from <strong>the</strong> field<br />
......Jeff Pulver, chairman and<br />
founder of pulver.com, is putt<strong>in</strong>g <strong>the</strong><br />
f<strong>in</strong>al touches on a new conference<br />
devoted to <strong>the</strong> Twitter phenomenon.<br />
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York. The program will <strong>in</strong>clude sessions<br />
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......Populous, a major architect<br />
of convention centers and o<strong>the</strong>r<br />
venues, made its official debut this<br />
Spr<strong>in</strong>g. The company is <strong>the</strong> re-branded<br />
version of HOK Sport Venue Event,<br />
which was bought out from HOK<br />
Group by its pr<strong>in</strong>cipals <strong>in</strong> December.<br />
The firm designed <strong>the</strong> new Phoenix<br />
Convention Center; <strong>the</strong> Grand River<br />
Center <strong>in</strong> Dubuque, IA; and <strong>the</strong> Delhi<br />
Convention and Exhibition Centre <strong>in</strong><br />
New Delhi, India, which is scheduled<br />
1 7 <strong>in</strong><br />
1 2 n<br />
for completion <strong>in</strong> 2010. Reach Pr<strong>in</strong>cipal<br />
David Greusel at (816) 221-1500 or<br />
david.greusel@populous.com......<br />
......Low oil prices have apparently not<br />
deterred exhibitors from sign<strong>in</strong>g up for<br />
a record amount of space at this Fall’s<br />
SPE Offshore Europe (OE <strong>2009</strong>).<br />
Organizers from Reed Exhibitions<br />
said <strong>the</strong>y expect <strong>the</strong> September 8-11<br />
edition of <strong>the</strong> biennial show held <strong>in</strong><br />
Aberdeen, Scotland to be 10% larger<br />
than it was <strong>in</strong> 2007. Reach Ela<strong>in</strong>e Hulse<br />
at +44 (0) 20 8910 7159 or ela<strong>in</strong>e.<br />
hulse@reedexpo.co.uk......<br />
......Diversified Bus<strong>in</strong>ess<br />
Communications moved <strong>in</strong>to <strong>the</strong><br />
Hong Kong market by acquir<strong>in</strong>g a<br />
majority stake <strong>in</strong> Asia Bus<strong>in</strong>ess Events,<br />
Ltd. (ABE), <strong>the</strong> organizers of two<br />
trade shows <strong>in</strong> <strong>the</strong> hospitality and retail<br />
sectors. ABE will be rechristened<br />
Diversified Events Hong Kong and<br />
give Ma<strong>in</strong>e-based Diversified Bus<strong>in</strong>ess<br />
Communications a presence <strong>in</strong> a bustl<strong>in</strong>g<br />
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emerge from <strong>the</strong> worldwide economic<br />
downturn. Reach Nancy Hasselback<br />
at (207) 842-5514 or nhasselback@<br />
divcom.com; Mat<strong>the</strong>w Pearce<br />
at +61 (3) 9261-4500 or mpearce@<br />
divexhibitions.com.au ......<br />
......The Money <strong>Show</strong> expanded<br />
<strong>in</strong>to Canada with <strong>the</strong> acquisition of The<br />
F<strong>in</strong>ancial Forum & Wealth Management<br />
Expo and The Canadian Technical Analyst<br />
Summit from Diversified Bus<strong>in</strong>ess<br />
Communications. The Money <strong>Show</strong> will<br />
add The F<strong>in</strong>ancial Forum to its World<br />
Money <strong>Show</strong> brand and change <strong>the</strong> dates<br />
of two of <strong>the</strong> three shows to better<br />
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......A major expansion that<br />
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billion ($180 million) expansion of <strong>the</strong><br />
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square metres (208,819 square feet) of<br />
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no more than 80 support columns<br />
to be sunk <strong>in</strong>to <strong>the</strong> harbor bottom<br />
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at +852 2582 8888 or cliffwallace@<br />
hkcec.com......<br />
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www.<strong>Trade</strong><strong>Show</strong><strong>Executive</strong>.com <strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> <strong>May</strong> <strong>2009</strong> 9
<strong>in</strong>ternational News<br />
Ch<strong>in</strong>a’s Local Markets Seen as Next Exhibition Growth Area<br />
By Hil Anderson, senior editor<br />
San Diego, CA – Local trade shows serv<strong>in</strong>g <strong>the</strong><br />
domestic market are considered <strong>the</strong> next major<br />
growth area <strong>in</strong> Ch<strong>in</strong>a as <strong>the</strong> world comes out of<br />
<strong>the</strong> current recession, accord<strong>in</strong>g to top executives<br />
of <strong>the</strong> global exhibition <strong>in</strong>dustry.<br />
The impact of <strong>the</strong> worldwide downturn<br />
on Ch<strong>in</strong>a’s massive economy has been a key<br />
question for show organizers who can no longer<br />
assume that exports to <strong>the</strong> U.S. will resume<br />
grow<strong>in</strong>g at <strong>the</strong>ir recent torrid pace. This situation<br />
has led some <strong>in</strong> <strong>the</strong> <strong>in</strong>dustry to conclude that<br />
<strong>the</strong> “secondary markets” that revolve around Rusbridge<br />
Ch<strong>in</strong>ese companies and consumers will offer<br />
greater opportunities for trade shows.<br />
“Events that feed off strong local demand are <strong>the</strong> ones<br />
that I th<strong>in</strong>k will survive <strong>in</strong> <strong>the</strong> long run,” said Mike Rusbridge,<br />
chairman and CEO of Reed Exhibitions Worldwide at<br />
SISO’s CEO Summit <strong>in</strong> Del Mar, produced by <strong>the</strong> Society of<br />
Independent <strong>Show</strong> Organizers.<br />
Rusbridge and o<strong>the</strong>r members of <strong>the</strong> panel see Ch<strong>in</strong>a as<br />
cont<strong>in</strong>u<strong>in</strong>g to be a dom<strong>in</strong>ant world economy and a requisite for<br />
NürnbergMesse Group Jumps <strong>in</strong>to Brazil<br />
by Acquir<strong>in</strong>g Nielsen Subsidiary<br />
By Hil Anderson, senior editor<br />
Nürnberg, Germany – NürnbergMesse<br />
Group became a major player <strong>in</strong> Brazil<br />
this Spr<strong>in</strong>g when it acquired Nielsen<br />
Bus<strong>in</strong>ess Media Brasil and its portfolio<br />
of eight trade shows <strong>in</strong> a range of<br />
<strong>in</strong>dustry sectors.<br />
Nielsen Bus<strong>in</strong>ess Media Brasil,<br />
once known as VNU Bus<strong>in</strong>ess Media<br />
Brasil, is Brazil’s largest and oldest trade<br />
show organizer with annual revenues<br />
of about 7 million euros ($9 million).<br />
It will cont<strong>in</strong>ue to be managed by Ligia<br />
Amorim, a well-respected leader of<br />
Brazil’s thriv<strong>in</strong>g exhibition <strong>in</strong>dustry.<br />
The terms of <strong>the</strong> deal announced<br />
April 20 were not revealed although<br />
NürnbergMesse Manag<strong>in</strong>g Director<br />
Bernd Diederichs called it <strong>the</strong> “biggest<br />
acquisition <strong>in</strong> <strong>the</strong> company’s history and<br />
<strong>the</strong> most important step we have ever<br />
made abroad.” The negotiations, which<br />
Diederichs described as complex, were<br />
facilitated by Fair Relations GmbH <strong>in</strong><br />
Germany and Global Event Strategies<br />
LLC <strong>in</strong> <strong>the</strong> U.S.<br />
“The exhibition portfolios <strong>in</strong><br />
Nürnberg and Brazil match each o<strong>the</strong>r<br />
excellently,” Diederichs said. “Such an<br />
opportunity for a company occurs only<br />
once every ten years.”<br />
The acquisition of <strong>the</strong><br />
Brazilian subsidiary greatly expands<br />
NürnbergMesse’s beachhead <strong>in</strong> Brazil.<br />
The German company has been active<br />
<strong>in</strong> Brazil for two years and organizes<br />
BioFach América Lat<strong>in</strong>a and ExpoSustentat.<br />
Diederichs said <strong>the</strong> acquisition of an<br />
established Brazilian subsidiary would<br />
<strong>in</strong>crease his company’s presence <strong>in</strong><br />
South America and would also assist <strong>in</strong><br />
<strong>the</strong> market<strong>in</strong>g of <strong>the</strong> Brazilian shows<br />
<strong>the</strong> major players <strong>in</strong> <strong>the</strong> exhibition <strong>in</strong>dustry. The<br />
sentiment rema<strong>in</strong>s firm despite <strong>the</strong> hard-hitt<strong>in</strong>g<br />
recession that could have a long-term negative<br />
impact on Ch<strong>in</strong>a’s export trade with <strong>the</strong> U.S.<br />
“If you take <strong>the</strong> long-term view, anyone with<br />
any aspirations to operate <strong>in</strong>ternationally is go<strong>in</strong>g<br />
to have to be <strong>in</strong> Ch<strong>in</strong>a,” Rusbridge said.<br />
A major catalyst to <strong>the</strong> development of <strong>the</strong><br />
regional markets <strong>in</strong> Ch<strong>in</strong>a is <strong>the</strong> government’s<br />
recent construction program that has resulted <strong>in</strong> a<br />
score of new modern venues across <strong>the</strong> nation. In<br />
addition, it was noted by members of <strong>the</strong> audience,<br />
Ch<strong>in</strong>a has also been eager to commit to provid<strong>in</strong>g<br />
<strong>the</strong> transportation and o<strong>the</strong>r <strong>in</strong>frastructure to<br />
support <strong>the</strong> launch of new trade shows <strong>in</strong> areas<br />
o<strong>the</strong>r than Beij<strong>in</strong>g, Shanghai and o<strong>the</strong>r established <strong>in</strong>ternational<br />
exhibition markets.<br />
“Each prov<strong>in</strong>ce is a huge economy <strong>in</strong> its own right, but<br />
<strong>the</strong>se events are go<strong>in</strong>g to be local events,” Rusbridge said.<br />
Reach Mike Rusbridge at + 44 20 8271 2134 or<br />
mike.rusbridge@reedexpo.co.uk<br />
<strong>in</strong> Europe. “Both companies will profit<br />
from this,” he said.<br />
Stephen S<strong>in</strong>d, president and<br />
CEO of Global Event Strategies, said<br />
NürnbergMesse Group made up a lot<br />
of ground <strong>in</strong> Brazil with <strong>the</strong> acquisition.<br />
“The German messes have been very<br />
aggressive <strong>in</strong> build<strong>in</strong>g <strong>the</strong>ir bus<strong>in</strong>esses<br />
outside Germany, particularly <strong>in</strong> Asia<br />
and Lat<strong>in</strong> America,” he told <strong>Trade</strong> <strong>Show</strong><br />
<strong>Executive</strong>. “Nürnberg probably got a little<br />
later start than <strong>the</strong> o<strong>the</strong>rs, but <strong>the</strong>y have<br />
been active <strong>in</strong> o<strong>the</strong>r markets, particularly<br />
Ch<strong>in</strong>a. Strategically, <strong>the</strong>y know <strong>the</strong>y<br />
have to get <strong>in</strong>to o<strong>the</strong>r markets that are<br />
grow<strong>in</strong>g, such as Lat<strong>in</strong> America.”<br />
Reach Bernd Diederichs at +49 (0)<br />
9118 6060 or bernd.diederichs@<br />
nuernbergmesse.de; Steve S<strong>in</strong>d at (520)<br />
751-2402 or ss<strong>in</strong>d@event-strategy.com<br />
10 <strong>May</strong> <strong>2009</strong> <strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> www.<strong>Trade</strong><strong>Show</strong><strong>Executive</strong>.com
Plan your meet<strong>in</strong>g onl<strong>in</strong>e -<br />
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.
Which ShoWS Set are Sett<strong>in</strong>g <strong>the</strong><br />
Gold Standard for<br />
<strong>the</strong><br />
t<br />
rade<br />
S<br />
ho<br />
W<br />
i<br />
ndu<br />
S<br />
try ?<br />
f<strong>in</strong>d out… at<br />
<strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong>’s<br />
2 nd annual<br />
Gold 100 Awards & Summit<br />
September 23 - 25, <strong>2009</strong><br />
The Terranea Resort & Conference Center<br />
Palos Verdes, California<br />
<strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong><br />
will honor <strong>the</strong> 100 largest trade shows and explore<br />
<strong>the</strong> burn<strong>in</strong>g issues fac<strong>in</strong>g <strong>the</strong> entire <strong>in</strong>dustry this September at The<br />
Terranea Resort & Conference Center <strong>in</strong> Palos Verdes, California.<br />
The executive-level summit will provide <strong>in</strong>dustry leaders with <strong>the</strong><br />
<strong>in</strong>sights and updates that will help <strong>the</strong>m thrive as <strong>the</strong> economy recovers.<br />
The agenda <strong>in</strong>cludes <strong>the</strong> acclaimed “Trend<strong>in</strong>g & Spend<strong>in</strong>g” session which<br />
features five lead<strong>in</strong>g executives from <strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong>’s Forecast<strong>in</strong>g<br />
Board<br />
who will analyze <strong>the</strong> economy and o<strong>the</strong>r factors impact<strong>in</strong>g <strong>the</strong><br />
exhibition <strong>in</strong>dustry, as well as offer <strong>the</strong>ir forecasts for <strong>the</strong> near and long<br />
term. One of <strong>the</strong> nation’s most fasc<strong>in</strong>at<strong>in</strong>g leaders will be <strong>in</strong>terviewed<br />
by TSE<br />
columnist Bob Dallmeyer live on stage <strong>in</strong> “ Power Lunch.” A<br />
fast-paced session on <strong>in</strong>novation will be held, with <strong>the</strong> top five w<strong>in</strong>ners<br />
of TSE’s Innovation Awards present<strong>in</strong>g breakthroughs that have created<br />
new value for exhibitors and attendees.<br />
Located just 15 miles from Los Angeles International Airport (LAX),<br />
Terranea offers a conference center conducive to professional<br />
network<strong>in</strong>g and education. The location, on <strong>the</strong> bluffs overlook<strong>in</strong>g<br />
<strong>the</strong> Pacific Ocean, is symbolic with <strong>the</strong> summit reached by <strong>the</strong> Gold<br />
100 shows.<br />
Please jo<strong>in</strong> us <strong>in</strong> September to celebrate <strong>the</strong> people, <strong>the</strong> shows and <strong>the</strong><br />
organizations that set <strong>the</strong> Gold Standard for <strong>the</strong> trade show <strong>in</strong>dustry.<br />
Save <strong>the</strong> Dates! Registration Opens June 1st.
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Trend<strong>in</strong>g & Spend<strong>in</strong>g<br />
Sponsored by<br />
PrivilegedAccess.tv<br />
Darlene Gudea,<br />
VP/publisher & editor<br />
<strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong>’s<br />
Trend<strong>in</strong>g & Spend<strong>in</strong>g Forecast<br />
Fig. I: TSE Forecast of<br />
Net Square Feet of Exhibit Space<br />
12.0% June<br />
12.0%<br />
2nd Quarter<br />
11.5%<br />
<strong>2009</strong><br />
Fig. II: TSE Forecast of Number<br />
of Exhibit<strong>in</strong>g Organizations<br />
10.0% June<br />
9.0%<br />
2nd Quarter<br />
9.0%<br />
<strong>2009</strong><br />
Fig. IlI: TSE Forecast of<br />
Professional Attendance<br />
20.0% June<br />
20.0%<br />
2nd Quarter<br />
18.4%<br />
<strong>2009</strong><br />
Fig. lV: TSE Annual Forecast<br />
of Revenue<br />
14.0%<br />
Frank Chow,<br />
chief economist<br />
Year End<strong>in</strong>g December <strong>2009</strong><br />
How <strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> Magaz<strong>in</strong>e’s<br />
Trend<strong>in</strong>g & Spend<strong>in</strong>g Was Compiled<br />
<strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> Magaz<strong>in</strong>e’s Trend<strong>in</strong>g & Spend<strong>in</strong>g Forecast<br />
aggregates <strong>in</strong>formation from numerous sources: government<br />
and bus<strong>in</strong>ess reports; <strong>in</strong>terviews with <strong>in</strong>dustry experts and<br />
economists; and <strong>the</strong> TSE<br />
monthly poll of its 20-member Economic<br />
Forecast<strong>in</strong>g Board. Unbiased, reliable data—whe<strong>the</strong>r positive or<br />
negative—is <strong>the</strong> foundation of solid bus<strong>in</strong>ess plann<strong>in</strong>g.<br />
The Economy:<br />
Good News or Less Bad News?<br />
By Darlene Gudea,<br />
VP/publisher & editor<br />
Carlsbad, CA -<br />
After Fed chairman<br />
Ben Bernanke told 60 M<strong>in</strong>utes<br />
<strong>in</strong> mid-<br />
March that he detected “green shoots”<br />
of economic recovery and President<br />
Obama saw “glimmers of hope” <strong>in</strong> April,<br />
economists and analysts galore have<br />
turned schizophrenic <strong>in</strong> <strong>the</strong>ir assessment<br />
of <strong>the</strong> American economy, said Frank<br />
Chow, chief economist for <strong>Trade</strong> <strong>Show</strong><br />
<strong>Executive</strong><br />
magaz<strong>in</strong>e. “One week, we hear<br />
big banks report<strong>in</strong>g large profits for<br />
<strong>the</strong> First Quarter of <strong>2009</strong>, prompt<strong>in</strong>g<br />
economists to declare <strong>the</strong> recession has<br />
bottomed out and to expect a recovery by<br />
Summer, <strong>the</strong>n <strong>the</strong> stock market soars,” he<br />
said. “The follow<strong>in</strong>g week, we f<strong>in</strong>d that<br />
hous<strong>in</strong>g starts are tank<strong>in</strong>g lower and <strong>the</strong><br />
stock market comes back down to earth.”<br />
Chow said people are stra<strong>in</strong><strong>in</strong>g hard to see<br />
someth<strong>in</strong>g positive out of economic data<br />
that cont<strong>in</strong>ues to be negative. To help our<br />
readers ga<strong>in</strong> a more balanced perspective<br />
on <strong>the</strong> current state of <strong>the</strong> U.S. economy,<br />
let’s take a closer look at recent news.<br />
The Economy Rema<strong>in</strong>s Weak<br />
The Federal Reserve’s Beige Book<br />
for<br />
March and early April reported that overall<br />
economic activity contracted fur<strong>the</strong>r or<br />
rema<strong>in</strong>ed weak. Manufactur<strong>in</strong>g weakened<br />
across a broad range of <strong>in</strong>dustries <strong>in</strong> most<br />
districts. Nonf<strong>in</strong>ancial services cont<strong>in</strong>ued to<br />
shr<strong>in</strong>k. Retail sales unexpectedly dropped.<br />
Home prices and construction were still<br />
fall<strong>in</strong>g <strong>in</strong> most areas, and banks experienced<br />
ris<strong>in</strong>g del<strong>in</strong>quencies with tight credit<br />
conditions. Yet, most headl<strong>in</strong>es applauded<br />
that five of <strong>the</strong> twelve districts noted a<br />
moderation <strong>in</strong> <strong>the</strong> pace of decl<strong>in</strong>e. “Huh?<br />
This is like say<strong>in</strong>g a student got an F+ on<br />
<strong>the</strong> last economics exam, and s<strong>in</strong>ce this is<br />
an improvement over <strong>the</strong> Fs <strong>in</strong> <strong>the</strong> previous<br />
tests, we’re confident he is go<strong>in</strong>g to get an A<br />
soon,” Chow po<strong>in</strong>ted out. “Does anybody<br />
really want to hire this person?” he asked.<br />
Some analysts got excited about<br />
first-time claims for jobless benefits<br />
fall<strong>in</strong>g sharply dur<strong>in</strong>g <strong>the</strong> weeks <strong>in</strong> April<br />
dropp<strong>in</strong>g to 610,000, <strong>the</strong> lowest level s<strong>in</strong>ce<br />
January’s high of 674,000, Chow said. The<br />
mov<strong>in</strong>g four-week average fell to 651,000,<br />
<strong>the</strong> first decl<strong>in</strong>e <strong>in</strong> three months. “Jobless<br />
claims are closely watched, because<br />
<strong>the</strong>y may be early <strong>in</strong>dications of turn<strong>in</strong>g<br />
po<strong>in</strong>ts,” Chow noted. “Some began<br />
speculat<strong>in</strong>g about a bottom <strong>in</strong> <strong>the</strong> labor<br />
market by Summer. Is this a glimmer of<br />
hope?” he questioned.<br />
A Tough Job Market<br />
“In reality, claims are very volatile<br />
from week to week, especially around<br />
holidays. The tim<strong>in</strong>g of <strong>the</strong> Easter<br />
holiday could have depressed fil<strong>in</strong>gs,”<br />
Chow said. In any case, <strong>the</strong> number<br />
of people collect<strong>in</strong>g unemployment<br />
checks surged to a record 6.02 million.<br />
Chow po<strong>in</strong>ted out that new jobless<br />
claims represent job destruction, while<br />
cont<strong>in</strong>u<strong>in</strong>g claims tell us about job<br />
creation –– how hard or easy it is to f<strong>in</strong>d<br />
work. The answer: It’s still very tough.<br />
Though companies might be slow<strong>in</strong>g <strong>the</strong><br />
pace of job cuts, <strong>the</strong>y obviously haven’t<br />
started hir<strong>in</strong>g back <strong>in</strong> any great numbers.<br />
“Employment will eventually recover<br />
like it always does. But it probably won’t<br />
happen anytime soon,” Chow said.<br />
Banks: Promises, Promises<br />
Now, let’s look at those big bank<br />
profits. Wells Fargo, for example,<br />
announced that <strong>the</strong> First Quarter yielded<br />
its best quarterly earn<strong>in</strong>gs ever and<br />
<strong>in</strong>vestors went giddy on f<strong>in</strong>ancial stocks.<br />
“But a bank’s reported earn<strong>in</strong>gs depend<br />
a lot on <strong>the</strong> amount <strong>the</strong> bank sets aside<br />
to cover expected future losses on its<br />
loan, Chow said. After careful scrut<strong>in</strong>y,<br />
some analysts expressed considerable<br />
Cont<strong>in</strong>ued on page 16<br />
www.<strong>Trade</strong><strong>Show</strong><strong>Executive</strong>.com <strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> <strong>May</strong> <strong>2009</strong> 15
Sponsored by<br />
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<strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong>’s<br />
Trend<strong>in</strong>g & Spend<strong>in</strong>g Forecast<br />
Fig. V: Sector Performance<br />
Best Perform<strong>in</strong>g sectors<br />
• Hospitality<br />
• Medical<br />
• Transportation<br />
mixed Performance<br />
• Bus<strong>in</strong>ess Services • Government<br />
• Communications • Sport<strong>in</strong>g Goods<br />
• Enterta<strong>in</strong>ment • Technology<br />
sectors under Pressure<br />
• Apparel<br />
• Food<br />
• Automotive • Manufactur<strong>in</strong>g<br />
• Construction • Retail<br />
Fig. VI: Economic Indicators<br />
Consumer Confidence <strong>in</strong>creased slightly to 26.0 <strong>in</strong><br />
March but rema<strong>in</strong>s well below <strong>the</strong> 65.9 mark a year ago.<br />
GDP Growth plunged 6.3% dur<strong>in</strong>g Q4, which was <strong>the</strong><br />
worst performance for <strong>the</strong> economy s<strong>in</strong>ce Q1 of 1982.<br />
Ris<strong>in</strong>g unemployment, tight credit, turmoil <strong>in</strong> <strong>the</strong> f<strong>in</strong>ancial<br />
markets and decl<strong>in</strong><strong>in</strong>g exports dragged down <strong>the</strong> economy.<br />
Hous<strong>in</strong>g Starts plummeted 10.8% to 510,000 units<br />
from February to March <strong>2009</strong>. This was a dramatic 48.4%<br />
decl<strong>in</strong>e from March 2008 levels.<br />
Industrial Production fell 1.5% <strong>in</strong> March, roughly <strong>the</strong> same<br />
decrease <strong>in</strong> February.<br />
Inflation reversed course; consumer prices decl<strong>in</strong>ed<br />
0.1% <strong>in</strong> March due to decl<strong>in</strong><strong>in</strong>g energy and transportation<br />
prices.<br />
Interest Rates (short term) rema<strong>in</strong> at a low 1.0%. The<br />
Fed ma<strong>in</strong>ta<strong>in</strong>ed its 0% to 0.25% range for <strong>the</strong> Federal<br />
Funds rate.<br />
Job Losses reached 663,000 <strong>in</strong> March, not quite as<br />
severe as <strong>the</strong> 741,000 lost jobs <strong>in</strong> January. S<strong>in</strong>ce <strong>the</strong><br />
recession began <strong>in</strong> December 2007, 5.1 million jobs<br />
evaporated.<br />
Lead<strong>in</strong>g Indicators decl<strong>in</strong>ed 0.3% <strong>in</strong> March, <strong>the</strong> n<strong>in</strong>th<br />
month <strong>in</strong> a row to drop <strong>in</strong>to negative territory.<br />
Manufactur<strong>in</strong>g failed to grow <strong>in</strong> March across all 18<br />
<strong>in</strong>dustries tracked by <strong>the</strong> ISM Index. However, five of <strong>the</strong><br />
18 <strong>in</strong>dustries expect to benefit from <strong>the</strong> Economic Stimulus<br />
Package.<br />
Retail Sales <strong>in</strong> March decreased 1.1% from February<br />
and 9.4% from a year ago.<br />
Unemployment climbed to 8.4%, and now 13.2 million<br />
people are out of work. Half of <strong>the</strong> <strong>in</strong>crease occurred <strong>in</strong> <strong>the</strong><br />
last four months.<br />
Sources: U.S. Department of Labor, Bureau of Labor<br />
Statistics; The Conference Board; The Institute for Supply<br />
Management (ISM); U.S. Commerce Department<br />
Cont<strong>in</strong>ued from page 15<br />
doubt about Wells Fargo’s assumptions,<br />
as well as o<strong>the</strong>r account<strong>in</strong>g issues.<br />
Likewise, Goldman Sachs had a huge<br />
jump <strong>in</strong> profits for Q1 as compared<br />
to Q4 of 2008. But as analysts quickly<br />
noticed, Goldman changed its def<strong>in</strong>ition<br />
of “quarter” due to a change <strong>in</strong> its legal<br />
status. The company moved its fiscal<br />
year up a month. “<strong>May</strong>be <strong>the</strong>se banks<br />
really swung from deep losses to hefty<br />
profits <strong>in</strong> record time, but wake me up<br />
when banks actually start pay<strong>in</strong>g back <strong>the</strong><br />
Treasury for all <strong>the</strong> bailout money <strong>in</strong>stead<br />
of just mak<strong>in</strong>g promises,” Chow said.<br />
A Seesaw Effect with Hous<strong>in</strong>g Starts<br />
When hous<strong>in</strong>g starts <strong>in</strong>creased<br />
17% <strong>in</strong> February, it fueled many<br />
predictions about a potential bottom <strong>in</strong><br />
homebuild<strong>in</strong>g. Adam York, an economist<br />
for Wachovia, wrote, “We th<strong>in</strong>k a bottom<br />
for construction activity could come by<br />
Summer…” However, hous<strong>in</strong>g starts fell<br />
11% <strong>in</strong> March to <strong>the</strong> second-lowest rate<br />
s<strong>in</strong>ce <strong>the</strong> 1940s. Never<strong>the</strong>less, <strong>the</strong> drop<br />
<strong>in</strong> March was entirely due to <strong>the</strong> volatile<br />
multi-family sector, which fell 29% <strong>in</strong><br />
March after ris<strong>in</strong>g 62% <strong>in</strong> February. With<br />
s<strong>in</strong>gle-family starts steady at a very low<br />
level over <strong>the</strong> past three months, some<br />
economists believe <strong>the</strong> residential real<br />
estate sector is start<strong>in</strong>g to stabilize —<br />
ano<strong>the</strong>r green shoot?<br />
A Smaller Decl<strong>in</strong>e is Still a Decl<strong>in</strong>e<br />
Here are more examples of<br />
questionable <strong>in</strong>terpretation:<br />
• The National Association of Home<br />
Builders (NAHB) trumpeted an<br />
<strong>in</strong>crease <strong>in</strong> its Builder Confidence Index<br />
as a signal <strong>the</strong> hous<strong>in</strong>g market was<br />
bottom<strong>in</strong>g. “This is a very encourag<strong>in</strong>g<br />
sign that we are at or near <strong>the</strong> bottom<br />
of <strong>the</strong> current hous<strong>in</strong>g depression,” said<br />
NAHB Chief Economist David Crowe.<br />
But Chow th<strong>in</strong>ks <strong>the</strong> ga<strong>in</strong> <strong>in</strong> <strong>the</strong> <strong>in</strong>dex<br />
from 9 <strong>in</strong> March to 14 (on a scale from<br />
1 to 100 with 50 be<strong>in</strong>g neutral) <strong>in</strong> April<br />
still reflects deep pessimism.<br />
• The Philadelphia Fed’s Manufactur<strong>in</strong>g<br />
Index improved much more than<br />
expected <strong>in</strong> April, ris<strong>in</strong>g to -24.4 from<br />
-35.0 <strong>in</strong> March.<br />
• The Institute for Supply Management Index<br />
also improved <strong>in</strong> March, excit<strong>in</strong>g a lot of<br />
people who said <strong>the</strong> factory sector must<br />
be gett<strong>in</strong>g better. But this contrasted with<br />
<strong>the</strong> Fed’s reports that manufactur<strong>in</strong>g<br />
production dropped 1.7% <strong>in</strong> March, <strong>the</strong><br />
14th decl<strong>in</strong>e <strong>in</strong> 15 months.<br />
• Sales at U.S. retailers unexpectedly fell<br />
1.1% <strong>in</strong> March after ris<strong>in</strong>g for two<br />
straight months.<br />
• U.S. consumer sentiment improved <strong>in</strong><br />
April, but rema<strong>in</strong>ed relatively gloomy,<br />
accord<strong>in</strong>g to a survey released by <strong>the</strong><br />
University of Michigan and Reuters.<br />
The Consumer Sentiment Index<br />
rose to<br />
61.9 from 57.3 <strong>in</strong> March.<br />
Summertime Blues<br />
“I th<strong>in</strong>k <strong>the</strong> media and many analysts<br />
are so anxious to be <strong>the</strong> first to call <strong>the</strong><br />
bottom of <strong>the</strong> recession that <strong>the</strong>y are<br />
jump<strong>in</strong>g on <strong>the</strong> slightest improvement,” said<br />
Chow. The recent data is just show<strong>in</strong>g an<br />
economy that is worsen<strong>in</strong>g, but <strong>the</strong> rate of<br />
decl<strong>in</strong>e is just slow<strong>in</strong>g down for now. “This<br />
does not signal a bottom of a recession,<br />
never m<strong>in</strong>d a recovery,” Chow affirmed.<br />
“I’m certa<strong>in</strong> <strong>the</strong> economy will not<br />
bottom and recover by <strong>the</strong> Summer,”<br />
Chow said. “As I mentioned <strong>in</strong> an earlier<br />
column: this is not a V-shaped economic<br />
cycle, ma<strong>in</strong>ly because <strong>the</strong>re is no pent up<br />
demand.” He said <strong>the</strong> economy collapsed<br />
because consumers ran up too much debt<br />
and f<strong>in</strong>ancial markets got greedy. “No one<br />
is <strong>in</strong> <strong>the</strong> mood for a new burst of spend<strong>in</strong>g<br />
except <strong>the</strong> government,” Chow said.<br />
How to Identify ‘The Recovery’<br />
“If you want to identify <strong>the</strong> concrete<br />
signals that po<strong>in</strong>t to <strong>the</strong> recession hitt<strong>in</strong>g<br />
bottom and when to expect a recovery,<br />
tune <strong>in</strong> next month when I will reveal<br />
real signs to help navigate your bus<strong>in</strong>ess<br />
through this economic crisis,” said<br />
Chow. In <strong>the</strong> meantime, <strong>in</strong> order to<br />
survive, trade show managers will have to<br />
aggressively manage <strong>the</strong>ir cost structure<br />
and work with exhibitors fac<strong>in</strong>g deep<br />
cost cuts as <strong>the</strong>ir revenues slide. When<br />
<strong>the</strong> recovery really starts, <strong>the</strong>y will need<br />
you to help generate more revenue and<br />
develop new markets.<br />
Cont<strong>in</strong>ued on page 18<br />
16 <strong>May</strong> <strong>2009</strong> <strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> www.<strong>Trade</strong><strong>Show</strong><strong>Executive</strong>.com
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T r e n d i n g & S p e n d i n g<br />
An Insider’s Perspective.<br />
How is <strong>the</strong> economy impact<strong>in</strong>g <strong>the</strong> exposition<br />
<strong>in</strong>dustry? This month, six <strong>in</strong>dustry leaders give<br />
you <strong>in</strong>sights from <strong>the</strong>ir perspective as a general<br />
service contractor, registration/hous<strong>in</strong>g firm,<br />
exhibit designer/event producer, analytics firm<br />
and facility manager. Toge<strong>the</strong>r with <strong>the</strong> rest of<br />
<strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong>’s Exposition Forecast<strong>in</strong>g Board,<br />
<strong>the</strong>y have <strong>in</strong>sider knowledge about <strong>the</strong> true<br />
performance of <strong>the</strong> majority of U.S. trade shows.<br />
Darlene Gudea,<br />
VP/Publisher & Editor,<br />
<strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong><br />
Frank Chow,<br />
Chief Economist,<br />
<strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong><br />
Nancy Walsh,<br />
<strong>Executive</strong> Vice President,<br />
Reed Exhibitions<br />
“Exhibit<strong>in</strong>g companies who thrive <strong>in</strong> this economic<br />
climate are not merely respond<strong>in</strong>g to <strong>in</strong>dustry trends,<br />
<strong>the</strong>y shape and lead <strong>the</strong>m. As <strong>the</strong> level of uncerta<strong>in</strong>ty<br />
and expected change rises, <strong>the</strong>ir competitors struggle<br />
to keep up.<br />
“Tighter budgets force event managers to focus<br />
on execution and ROI. They require more qualified<br />
opportunities from fewer human and f<strong>in</strong>ancial<br />
resources.<br />
“Exhibit managers are optimistic about <strong>2009</strong><br />
results but are sett<strong>in</strong>g new priorities and proceed<strong>in</strong>g<br />
with caution. The optimism <strong>in</strong> <strong>2009</strong> is derived from<br />
improved execution, measured outcomes, and <strong>the</strong><br />
improved quality of trade show attendees. Their<br />
desired outcome now <strong>in</strong>cludes f<strong>in</strong>ancial objectives as<br />
well as brand<strong>in</strong>g and market<strong>in</strong>g objectives.”<br />
Dan Greene<br />
dgreene@matrexexhibits.com<br />
Dan Greene,<br />
COO of<br />
Matrex Exhibits<br />
Tom Caridi,<br />
CFO,<br />
Questex Media Group<br />
Colette O’Donnell<br />
Group Controller,<br />
Advanstar, Inc.<br />
Margaret<br />
Pederson,<br />
President, Amirexx<br />
& <strong>2009</strong> IAEE Chair<br />
Doug Ducate,<br />
President & CEO,<br />
Center for Exhibition<br />
Industry Research (CEIR)<br />
Skip Cox,<br />
President & CEO,<br />
Exhibit Surveys<br />
Steven Hacker,<br />
President & CEO,<br />
International Association of<br />
Exhibitions & Events (IAEE)<br />
Aaron Bludworth,<br />
Chief Operat<strong>in</strong>g Officer,<br />
George Fern Company<br />
“There have been some recognizable spend<strong>in</strong>g <strong>in</strong>creases by companies <strong>in</strong><br />
recession-resistant or recession-benefit<strong>in</strong>g <strong>in</strong>dustries such as automotive parts and<br />
repairs, low-price d<strong>in</strong><strong>in</strong>g and energy. However, <strong>the</strong>re have been no significant changes,<br />
or <strong>in</strong>dication of near-term changes, s<strong>in</strong>ce last month’s forecast. <strong>Show</strong>s <strong>in</strong> general<br />
cont<strong>in</strong>ue to be challenged with attendee participation levels and exhibitor spend<strong>in</strong>g,<br />
which cont<strong>in</strong>ues to be weak. The next big test is space commitments for 2010 shows.<br />
It seems as if fewer exhibitors are mak<strong>in</strong>g early space purchases and tak<strong>in</strong>g a ‘wait and<br />
see’ approach. It does appear as if <strong>the</strong> free-fall has slowed. However, <strong>the</strong> pause has not<br />
been long enough to grow confidence or to call a bottom.”<br />
Aaron Bludworth<br />
abludworth@georgefern.com<br />
18 <strong>May</strong> <strong>2009</strong> <strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> www.<strong>Trade</strong><strong>Show</strong><strong>Executive</strong>.com
Sponsored by<br />
PrivilegedAccess.tv<br />
“Despite <strong>the</strong> whirlw<strong>in</strong>d of negative economic results,<br />
<strong>the</strong>re seems to be a welcome element of stability with<strong>in</strong><br />
many recent event performance reports. Logic would<br />
suggest that shows represent<strong>in</strong>g <strong>in</strong>dustry sectors be<strong>in</strong>g<br />
hammered <strong>in</strong> <strong>the</strong> global economy would automatically<br />
reflect a parallel descent. Past event performance <strong>in</strong><br />
economically challenged years would support that<br />
conclusion. But what’s different today? Two dynamics<br />
may be at work that we need to watch and address: a<br />
more positive corporate comfort level with <strong>the</strong> F-to-F<br />
bus<strong>in</strong>ess experience and <strong>the</strong> maturation of web and<br />
event technology of all k<strong>in</strong>ds which empower and<br />
facilitate immediate communication and assessment. A<br />
decade ago, <strong>the</strong> event share of budgets was less stable<br />
and <strong>the</strong> impact of technology far less significant. Those<br />
emerg<strong>in</strong>g trends work <strong>in</strong> our favor.”<br />
Jack Chalden<br />
Jack.Chalden@BDMetrics.com<br />
Jack Chalden,<br />
VP, Bus<strong>in</strong>ess Development<br />
& Industry Relations,<br />
BDMetrics, Inc.<br />
Terence Donnelly,<br />
VP, <strong>Trade</strong> <strong>Show</strong> Markets,<br />
Experient<br />
“We have been help<strong>in</strong>g our clients<br />
<strong>in</strong> re-negotiat<strong>in</strong>g hotel contracts<br />
for <strong>the</strong>ir conventions as a result of<br />
reduced demand <strong>in</strong> cities. Most hotels<br />
are receptive as <strong>the</strong>y seek that base<br />
bus<strong>in</strong>ess prior to <strong>in</strong>creas<strong>in</strong>g rates<br />
accord<strong>in</strong>gly. More and more hotels are<br />
go<strong>in</strong>g to a tiered rate structure where<br />
<strong>the</strong>y offer very aggressive early bird rates<br />
to build <strong>the</strong> base and <strong>the</strong>n adjust up as<br />
<strong>the</strong> convention dates get closer.”<br />
Terence R. Donnelly, CMP<br />
terence.donnelly@experient-<strong>in</strong>c.com<br />
Tim McGill,<br />
CEO,<br />
Hargrove Inc.<br />
“In early February, we started to see<br />
<strong>the</strong> beg<strong>in</strong>n<strong>in</strong>g of <strong>the</strong> downturn <strong>in</strong> year-overyear<br />
shows. The pace of <strong>the</strong> decl<strong>in</strong>e has<br />
picked up to a steady 10% to 20% revenue<br />
decl<strong>in</strong>e <strong>in</strong> most trade shows across most<br />
bus<strong>in</strong>ess sectors. The events side of our<br />
bus<strong>in</strong>ess started to decl<strong>in</strong>e <strong>in</strong> comparable<br />
percentages <strong>in</strong> <strong>the</strong> Fourth Quarter of<br />
2008. Believ<strong>in</strong>g our <strong>in</strong>dustry is a lagg<strong>in</strong>g<br />
economic <strong>in</strong>dicator, we expect this to<br />
cont<strong>in</strong>ue through <strong>the</strong> balance of <strong>2009</strong>.”<br />
Tim McGill<br />
tmcgill@hargrove<strong>in</strong>c.com<br />
James Rooney,<br />
<strong>Executive</strong> Director,<br />
Massachusetts Convention<br />
Center Authority<br />
Clark Williams,<br />
President,<br />
CompuSystems<br />
Chris Meyer,<br />
VP, Convention Sales,<br />
Las Vegas Convention<br />
and Visitors Authority<br />
Steve Moore,<br />
President & CEO,<br />
Greater Phoenix Convention<br />
& Visitors Bureau<br />
Gregg Caren,<br />
Senior Vice President<br />
of Strategic Bus<strong>in</strong>ess<br />
Development, SMG<br />
“Dur<strong>in</strong>g <strong>the</strong> SISO CEO Forum and <strong>in</strong> recent weeks,<br />
I spoke with a number of national and regional show<br />
organizers. Invariably, my first question was, ‘How’s it<br />
go<strong>in</strong>g?’ In <strong>the</strong> ‘old days’ -- say, 18 months ago -- this<br />
was almost a rhetorical way of say<strong>in</strong>g ‘Hello.’ Now, it’s as<br />
serious a question as, ‘How is your <strong>in</strong>firmed aunt?’ It’s a<br />
straight-on <strong>in</strong>quiry about how trade and consumer shows<br />
are wea<strong>the</strong>r<strong>in</strong>g <strong>the</strong> times.<br />
“Everyone I talk to is ei<strong>the</strong>r adept at hopeless optimism,<br />
or trade shows are <strong>in</strong>deed surviv<strong>in</strong>g. In <strong>the</strong> Ch<strong>in</strong>ese culture,<br />
<strong>2009</strong> is <strong>the</strong> Year of <strong>the</strong> Ox. That’s ironically bullish-sound<strong>in</strong>g,<br />
isn’t it? In economic terms, <strong>2009</strong> is <strong>the</strong> year of <strong>the</strong> survivor.<br />
Every component of our <strong>in</strong>dustry is play<strong>in</strong>g it close to <strong>the</strong> hip<br />
and tighten<strong>in</strong>g spend<strong>in</strong>g. This <strong>in</strong>cludes show management,<br />
exhibitors, attendees, venues and service contractors. As we<br />
head through <strong>the</strong> Second Quarter, we are not hear<strong>in</strong>g panic<br />
or crash<strong>in</strong>g sounds, except <strong>in</strong> some obvious select sectors.<br />
From where I sit, <strong>the</strong>re is great communication across <strong>the</strong><br />
stakeholder groups mentioned above. All are focused on<br />
work<strong>in</strong>g toge<strong>the</strong>r to keep th<strong>in</strong>gs go<strong>in</strong>g.”<br />
Gregg Caren<br />
gcaren@smgworld.com<br />
www.<strong>Trade</strong><strong>Show</strong><strong>Executive</strong>.com <strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> <strong>May</strong> <strong>2009</strong> 19
<strong>in</strong>cubator<br />
New Market<strong>in</strong>g Program Tracks Attendee<br />
Interest and Purchase Intent<br />
By Hil Anderson, senior editor<br />
New Orleans, LA – Look<strong>in</strong>g to boost<br />
show attendance, <strong>the</strong> New Orleans Home<br />
and Garden <strong>Show</strong> leveraged a gift card<br />
market<strong>in</strong>g program launched by Dukky<br />
LLC to 100,000 prospective attendees,<br />
giv<strong>in</strong>g organizers and exhibitors a pretty<br />
good idea of who was go<strong>in</strong>g to be <strong>the</strong>re.<br />
Dukky, a direct response agency founded<br />
<strong>in</strong> October 2008, offers a patented media<br />
platform which distributes personalized<br />
gift cards to attendees and <strong>the</strong>n tracks<br />
<strong>the</strong>ir purchase <strong>in</strong>tent, feedback and<br />
redemption onl<strong>in</strong>e.<br />
The gift cards, which can target<br />
several thousand prospective attendees,<br />
come with an activation process that acts<br />
as an RSVP and provides <strong>the</strong> organizer<br />
with an <strong>in</strong>dication of how many<br />
people plan to come to <strong>the</strong> event<br />
and which booths <strong>the</strong>y are<br />
likely to visit.<br />
Dukky President<br />
Scott Couvillon told<br />
<strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> <strong>the</strong><br />
system is a leap beyond<br />
<strong>the</strong> long-stand<strong>in</strong>g practice<br />
of send<strong>in</strong>g direct mail offer<strong>in</strong>gs<br />
with no real idea if <strong>the</strong>y hit <strong>the</strong> mark.<br />
“Those methods have great reach,<br />
but give you zero <strong>in</strong>dication of who is<br />
com<strong>in</strong>g,” he said.<br />
Someth<strong>in</strong>g for Noth<strong>in</strong>g<br />
The Dukky idea is a mix of old and<br />
new technologies. The concept boils down<br />
to <strong>the</strong> organizer mail<strong>in</strong>g out a batch of<br />
coded gift cards to potential attendees. The<br />
cards are redeemable only at <strong>the</strong> show.<br />
“It’s a lot harder to throw away 40<br />
gift cards without at least look<strong>in</strong>g at<br />
<strong>the</strong>m than it is when you toss out pizza<br />
coupons or hit <strong>the</strong> delete button on an<br />
e-mail,” he added.<br />
The offers can range from discounts<br />
to outright freebies. And when an attendee<br />
f<strong>in</strong>ds a packet of 40 or so of<br />
<strong>the</strong>se cards <strong>in</strong> <strong>the</strong> mailbox,<br />
it can make <strong>the</strong> decision to<br />
attend much easier. “In <strong>the</strong><br />
m<strong>in</strong>d of <strong>the</strong> recipient, <strong>the</strong>y<br />
mitigate <strong>the</strong> cost of attend<strong>in</strong>g<br />
<strong>the</strong> show,” Couvillon said.<br />
Worth Their Weight <strong>in</strong> ROI<br />
“The mail<strong>in</strong>g piece puts<br />
<strong>the</strong> gift cards <strong>in</strong> <strong>the</strong> hands<br />
of <strong>the</strong> recipients, but <strong>the</strong> real value of<br />
Dukky is all <strong>the</strong> back-end services,”<br />
Couvillon said. “We are able to request<br />
and receive large amounts of valuable<br />
data and customize it.”<br />
Scott Couvillon, president of<br />
Dukky LLC<br />
Reap<strong>in</strong>g customer data is a feature that<br />
Couvillon contends will allow Dukky to<br />
take to <strong>the</strong> trade show environment like<br />
its namesake takes to water. The idea is<br />
best suited to consumer shows but also<br />
adaptable to trade shows. While a discount<br />
on a major piece of mach<strong>in</strong>ery would be<br />
impractical, trade show exhibitors can<br />
extend offers for product upgrades and<br />
trial demonstrations or for giveaway items<br />
likely to lure a prospect to <strong>the</strong> booth.<br />
The process of activat<strong>in</strong>g<br />
<strong>the</strong> gift cards through a web<br />
portal opens <strong>the</strong> door to show<br />
management obta<strong>in</strong><strong>in</strong>g a profile<br />
of each recipient. Along with<br />
know<strong>in</strong>g which gift cards <strong>the</strong><br />
holder will likely use, exhibitors<br />
can learn about <strong>the</strong> quality of <strong>the</strong><br />
attendee and have an idea even<br />
before <strong>the</strong> show beg<strong>in</strong>s. An onl<strong>in</strong>e<br />
Dukky dashboard is available that<br />
enables organizers and exhibitors to tell<br />
<strong>in</strong> real time exactly who has activated<br />
<strong>the</strong>ir cards.<br />
S<strong>in</strong>ce <strong>the</strong> cards are mailed well <strong>in</strong><br />
advance of <strong>the</strong> show, attendees have a<br />
much better opportunity to study <strong>the</strong>m<br />
and <strong>in</strong>corporate <strong>the</strong>m <strong>in</strong>to <strong>the</strong>ir agenda<br />
than <strong>the</strong>y might if <strong>the</strong> offers were be<strong>in</strong>g<br />
handed out dur<strong>in</strong>g <strong>the</strong> show when<br />
th<strong>in</strong>gs are more hectic.<br />
Mike Zalaznik, show manager<br />
of The New Orleans Home and<br />
Garden <strong>Show</strong>, po<strong>in</strong>ted out, “Dukky<br />
allowed us to br<strong>in</strong>g additional<br />
value and added service to<br />
our exhibitors, while also<br />
connect<strong>in</strong>g with a very<br />
targeted, local demographic<br />
to <strong>in</strong>crease attendance. The<br />
offers mitigated <strong>the</strong> ticket cost so<br />
it is a w<strong>in</strong>/w<strong>in</strong>.”<br />
<strong>Show</strong> organizers can also use Dukky<br />
and send out cards with discounts on<br />
registration, lodg<strong>in</strong>g, restaurants or local<br />
attractions that will encourage attendees<br />
to register.<br />
“There is no limit to <strong>the</strong> creativity<br />
of <strong>the</strong> offers, or on what <strong>in</strong>formation<br />
we ask for on <strong>the</strong> activations, or on <strong>the</strong><br />
secondary market<strong>in</strong>g we offer to those<br />
attendees,” Couvillon said.<br />
Reach Mike Zalaznik, show manager, at<br />
(504) 835-6383; or Scott Couvillon at (888)<br />
298-5503 or scott@dukky.com<br />
20 <strong>May</strong> <strong>2009</strong> <strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> www.<strong>Trade</strong><strong>Show</strong><strong>Executive</strong>.com
anCHorage , alaska<br />
Dena’<strong>in</strong>a Civic & Convention Center<br />
600 West 7th Ave., Anchorage, AK 99501 www.anchorageconventioncenters.com<br />
Facility Spotlight<br />
Advertisement<br />
Columbus, oHio<br />
Greater Columbus Convention Center<br />
400 North High St., Columbus, OH 43215 www.columbusconventions.com<br />
copyright/credit Ken Graham Photography<br />
Prime Exhibit Space:<br />
No. of Halls/Floors:<br />
No. of Breakout Rooms/Total Sq. Ft.:<br />
Contact: Con Jager, Director of Sales & Market<strong>in</strong>g<br />
Phone: (907) 263-2800 Fax: (907) 263-2858<br />
50,000 sf<br />
2 halls /3 floors<br />
6/11,000 sf<br />
Email: con@egancenter.com<br />
Honolulu, Hawaii<br />
Hawai`i Convention Center<br />
1801 Kalakaua Ave., Honolulu, HI 96815 www.hawaiiconvention.com<br />
Prime Exhibit Space:<br />
No. of Halls/Floors:<br />
No. of Breakout Rooms/Total Sq. Ft.:<br />
Contact: Sherry Chambers, CMP, Senior Director of Sales<br />
Phone: (614) 827-2662 Fax: (614) 827-2659<br />
426,000 sf<br />
5 halls/2 floors<br />
61/99,410 sf<br />
Email: schambers@columbusconventions.com<br />
ProvidenCe, rHode island<br />
Rhode Island Convention & Enterta<strong>in</strong>ment Complex<br />
One Sab<strong>in</strong> St., Providence, RI 02903<br />
www.riconvention.com<br />
Prime Exhibit Space: 204,249 sf Prime Exhibit Space: 100,000 sf<br />
No. of Halls/Floors:<br />
3 halls/1 floor No. of Halls/Floors:<br />
4 halls/3 floors<br />
No. of Breakout Rooms/Total Sq. Ft.:<br />
49/103,610 sf No. of Breakout Rooms/Total Sq. Ft.:<br />
23/36,768 sf<br />
Contact: Neil Mullanaphy, <strong>Executive</strong> Director of Sales and Market<strong>in</strong>g Email: nmullanaphy@hccsmg.com Contact: John McG<strong>in</strong>n, CEM, Senior Director of Sales & Market<strong>in</strong>g Email: jmcg<strong>in</strong>n@smgricc.com<br />
Phone: (703) 647-7410 Ma<strong>in</strong>: (808) 943-3500 Fax: (808) 943-3099<br />
Phone: (401) 458-6001 Fax: (401) 458-6500<br />
san Juan, Puerto riCo<br />
Puerto Rico Convention Center<br />
100 Convention Blvd., San Juan, Puerto Rico 00907 www.prconvention.com<br />
sHrevePort, louisiana<br />
Shreveport Convention Center<br />
400 Caddo St., Shreveport, LA 71101 www.shreveportcenter.com<br />
Prime Exhibit Space: 152,700 sf Prime Exhibit Space: 95,000 sf<br />
No. of Halls/Floors:<br />
3 halls/1 floor No. of Halls/Floors:<br />
3 halls/1 floor<br />
No. of Breakout Rooms/Total Sq. Ft.:<br />
28/36,200 sf No. of Breakout Rooms/Total Sq. Ft.:<br />
14/36,000 sf<br />
Contact: Rosa M. Luke, Associate Vice President Sales - Convention Center Email: rluke@prcb.org Contact: Michael Scott, Sales and Market<strong>in</strong>g Manager<br />
Email: mscott@shreveportcenter.com<br />
Phone: (773) 654-1758 Toll Free: 800-214-0420 (general U.S.) Fax: (773) 654-1931<br />
Phone: (318) 841-4000 Fax: (318) 841-4040<br />
One Click, One Call 1-866-BOOk-SMG (866-266-5764) • www.smgworld.com
feature<br />
Mov<strong>in</strong>g and Motivat<strong>in</strong>g<br />
Sales Staffs <strong>in</strong> an<br />
Integrated Media World<br />
By Hil Anderson, senior editor<br />
The strategy of be<strong>in</strong>g all th<strong>in</strong>gs to all<br />
customers is easier said than done<br />
for <strong>in</strong>tegrated media companies that<br />
are evolv<strong>in</strong>g <strong>the</strong>ir sales staffs <strong>in</strong>to multiplatform<br />
brand managers.<br />
Seasoned sales reps who make it look<br />
easy to fill up an exhibit hall now f<strong>in</strong>d<br />
<strong>the</strong>mselves hav<strong>in</strong>g to master <strong>the</strong> f<strong>in</strong>er<br />
po<strong>in</strong>ts of magaz<strong>in</strong>e ads and Internet<br />
banners. And over <strong>in</strong> <strong>the</strong> o<strong>the</strong>r cubicles,<br />
sellers of those same banner and pr<strong>in</strong>t<br />
ads f<strong>in</strong>d <strong>the</strong>mselves be<strong>in</strong>g pressed to get<br />
<strong>the</strong>ir clients to commit to a presence at a<br />
live event.<br />
The idea of sell<strong>in</strong>g pr<strong>in</strong>t, onl<strong>in</strong>e and<br />
live-event media as an <strong>in</strong>tegrated program<br />
to customers began ga<strong>in</strong><strong>in</strong>g traction ten<br />
years ago as onl<strong>in</strong>e media came <strong>in</strong>to its<br />
own as one of <strong>the</strong> preferred sources of<br />
content and a fertile new territory for<br />
marketers. It has now become <strong>the</strong> third<br />
po<strong>in</strong>t of a potent market<strong>in</strong>g triad that<br />
<strong>in</strong>cludes <strong>the</strong> magaz<strong>in</strong>es and trade shows<br />
that cater to a specific audience.<br />
In order to entice customers to<br />
spread <strong>the</strong>ir market<strong>in</strong>g dollars among<br />
<strong>the</strong> three platforms, sales reps have to<br />
expand <strong>the</strong>ir horizons and be able to sell<br />
all three to <strong>the</strong>ir clients – and clients have<br />
begun <strong>in</strong>sist<strong>in</strong>g on it.<br />
“The behavior of <strong>the</strong> market has<br />
changed,” said Sharon Rowlands,<br />
president and CEO of Penton Media,<br />
Inc., at <strong>the</strong> recent SISO CEO Summit <strong>in</strong><br />
San Diego.<br />
22 <strong>May</strong> <strong>2009</strong> <strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> www.<strong>Trade</strong><strong>Show</strong><strong>Executive</strong>.com
New Frontier<br />
Hav<strong>in</strong>g a sales representative act as a<br />
one-stop contact for all three platforms<br />
sounds like an obvious goal for media<br />
companies. “People who are read<strong>in</strong>g<br />
<strong>the</strong> magaz<strong>in</strong>e, go<strong>in</strong>g to <strong>the</strong> website and<br />
actually attend<strong>in</strong>g <strong>the</strong> conferences are<br />
important people for your advertisers<br />
to connect with,” said Leslie Laredo,<br />
president of <strong>the</strong> Laredo Group, a Florida<br />
sales tra<strong>in</strong><strong>in</strong>g firm. “Why would you not<br />
want to sell <strong>the</strong> entire package to <strong>the</strong>m?<br />
Their brands now exist on multiple<br />
platforms that reach different people at<br />
different times and <strong>in</strong> different modes,”<br />
she said.<br />
<strong>Show</strong> organizers are aware of<br />
<strong>the</strong> chang<strong>in</strong>g w<strong>in</strong>ds <strong>in</strong> market<strong>in</strong>g that<br />
now po<strong>in</strong>t to <strong>the</strong> importance of <strong>the</strong><br />
“experience.” Experienc<strong>in</strong>g a brand<br />
is pitched as a keystone of build<strong>in</strong>g a<br />
community around that same brand.<br />
Starts at <strong>the</strong> Top<br />
Develop<strong>in</strong>g a sales team that can<br />
effectively do bus<strong>in</strong>ess <strong>in</strong> an <strong>in</strong>tegrated<br />
environment requires direct topdown<br />
action on <strong>the</strong> part of company<br />
leadership. Staff will probably require<br />
new tra<strong>in</strong><strong>in</strong>g, organizational charts will<br />
be redrawn and time-honored policies on<br />
commissions and bonuses will have to be<br />
adjusted to accommodate a more teamoriented<br />
approach to sales.<br />
“There are challenges,” Laredo said.<br />
“On <strong>the</strong> top of <strong>the</strong> list are organizational<br />
and compensation issues.”<br />
At <strong>the</strong> SISO CEO Summit, executives<br />
agreed that <strong>the</strong>y and o<strong>the</strong>r top managers<br />
needed to take an active role <strong>in</strong> a regular<br />
two-way communication with <strong>the</strong> troops<br />
on what was expected of <strong>the</strong>m and how<br />
operational changes would affect <strong>the</strong>m.<br />
At <strong>the</strong> same time, feedback from <strong>the</strong><br />
front l<strong>in</strong>es is vital, especially s<strong>in</strong>ce <strong>the</strong><br />
How Questex Embraces Integrated Media Sales Strategies<br />
By Hil Anderson, senior editor<br />
New York, NY – Questex Media Group, Inc. has been<br />
<strong>in</strong> <strong>the</strong> vanguard of <strong>in</strong>tegrated media sales with a<br />
strategy firmly footed <strong>in</strong> <strong>the</strong> virtues of cross-platform<br />
market<strong>in</strong>g.<br />
Questex has formalized its sales philosophy <strong>in</strong><br />
what is known with<strong>in</strong> <strong>the</strong> company as “The Questex<br />
Gumas<br />
Way.” Sales reps, show managers and o<strong>the</strong>r top<br />
executives are drilled <strong>in</strong> <strong>the</strong> teamwork approach <strong>in</strong> which<br />
satisfied customers are <strong>the</strong> objective.<br />
“We focus on putt<strong>in</strong>g <strong>the</strong> customer’s objectives first<br />
and forgett<strong>in</strong>g about sell<strong>in</strong>g product, which is sometimes<br />
counter to <strong>the</strong> salespeople who like to keep push<strong>in</strong>g<br />
product,” said Kerry Gumas, president and CEO. “We<br />
tra<strong>in</strong> <strong>the</strong>m very <strong>in</strong>tensively on listen<strong>in</strong>g to <strong>the</strong> customer’s<br />
directives.”<br />
Questex sales representatives are assigned to<br />
specific media areas – pr<strong>in</strong>t, onl<strong>in</strong>e and events – and are<br />
compensated if <strong>the</strong>y br<strong>in</strong>g a sale to <strong>the</strong> table <strong>in</strong> ano<strong>the</strong>r<br />
area, or if a colleague <strong>in</strong>itiates a deal <strong>in</strong> <strong>the</strong>ir territory. “They<br />
understand that by sell<strong>in</strong>g a large, <strong>in</strong>tegrated package,<br />
that’s more money <strong>in</strong> <strong>the</strong>ir pocket,” said Leo Squatrito, vice<br />
president of event sales.<br />
“It takes time for new reps to learn how to sell<br />
<strong>in</strong>tegrated media,” Squatrito said. “Our tra<strong>in</strong><strong>in</strong>g teaches<br />
<strong>the</strong>m how to talk through an <strong>in</strong>tegrated media package.”<br />
Questex uses a team effort <strong>in</strong> its overall contacts with<br />
recession has made it tougher than ever<br />
to keep revenues flow<strong>in</strong>g.<br />
“It is critical to be honest and follow<br />
through with <strong>the</strong> message that you have<br />
given your staff,” Rowlands said. “You<br />
can come out of this stronger as a team<br />
or you can lose your credibility.”<br />
The Internet facilitates <strong>in</strong>ternal<br />
communications among staff members<br />
that are often based <strong>in</strong> different cities.<br />
Tony Uphoff, CEO of TechWeb, said<br />
his company had established an <strong>in</strong>house<br />
Wiki to facilitate an ongo<strong>in</strong>g<br />
conversation on sales tactics and strategy<br />
among his employees.<br />
Mike Cooke, CEO of dmg world<br />
media, said an <strong>in</strong>ternal website had been<br />
launched for employees to post ideas and<br />
tips on <strong>the</strong> issues <strong>the</strong>y were encounter<strong>in</strong>g.<br />
Cooke said address<strong>in</strong>g challenges openly<br />
was a vital part of keep<strong>in</strong>g sales staff on<br />
Cont<strong>in</strong>ued on page 24<br />
clients. The sales team reaches out to product<br />
managers, sales directors and o<strong>the</strong>r members of<br />
<strong>the</strong> client’s staff to f<strong>in</strong>d out as much as possible<br />
about <strong>the</strong>ir company’s needs and how Questex can<br />
best address <strong>the</strong>m <strong>in</strong> <strong>the</strong>ir formal proposal. “We dig<br />
very, very deeply <strong>in</strong>to accounts from a vertical and<br />
horizontal level,” Squatrito said. “We are not just<br />
deal<strong>in</strong>g with a trade show person or a market<strong>in</strong>g<br />
person. The feedback we get represents <strong>the</strong> many different<br />
levels with<strong>in</strong> <strong>the</strong> organization.”<br />
A new tool available to <strong>the</strong> sales department is an<br />
all-encompass<strong>in</strong>g audit that provides detailed data on <strong>the</strong><br />
audiences for each media platform. The audit statement<br />
will provide details on <strong>the</strong> demographics and reach for<br />
events, websites, e-newsletters, supplements, and pr<strong>in</strong>t and<br />
digital publications.<br />
Gumas said <strong>the</strong> <strong>in</strong>formation, compiled by <strong>the</strong> audit<br />
firm Verified Audit Circulation, “allows <strong>the</strong> advertiser and<br />
<strong>the</strong> marketer to more f<strong>in</strong>ely tune <strong>in</strong>to what <strong>the</strong> audience is<br />
do<strong>in</strong>g and what multiple channels will reach whatever <strong>the</strong>ir<br />
target may be.”<br />
“Anyth<strong>in</strong>g we can do to provide <strong>the</strong> client with <strong>the</strong><br />
opportunity to reach a targeted market<strong>in</strong>g objective on a<br />
more-precise basis, <strong>the</strong> better,” Gumas said.<br />
Reach Kerry Gumas (617) 219-8300 or kgumas@questex.com;<br />
Leo Squatrito at (617) 219-8378 or lsquatrito@questex.com<br />
www.<strong>Trade</strong><strong>Show</strong><strong>Executive</strong>.com <strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> <strong>May</strong> <strong>2009</strong> 23
Cont<strong>in</strong>ued from page 23<br />
<strong>the</strong> right track as <strong>the</strong>y battle through <strong>the</strong><br />
recession. “We need to make sure that<br />
everyone is talk<strong>in</strong>g about what is go<strong>in</strong>g on<br />
and not stick<strong>in</strong>g <strong>the</strong>ir heads <strong>in</strong> <strong>the</strong> sand,”<br />
he said.<br />
Survival of <strong>the</strong> Fittest<br />
Mak<strong>in</strong>g changes requires motivation<br />
to leave one’s comfort zone and jump <strong>in</strong>to<br />
a new way of do<strong>in</strong>g th<strong>in</strong>gs even when <strong>the</strong><br />
old way may seem to be work<strong>in</strong>g just f<strong>in</strong>e.<br />
While <strong>the</strong> promise of rema<strong>in</strong><strong>in</strong>g employed<br />
<strong>in</strong> a recession may be motivation enough<br />
for most people, <strong>the</strong> necessity of<br />
wad<strong>in</strong>g <strong>in</strong>to murky waters will still create<br />
hesitation on <strong>the</strong> part of sales staff who<br />
until now have been comfortably siloed<br />
<strong>in</strong> sell<strong>in</strong>g one product. Some executives at<br />
<strong>the</strong> SISO CEO Summit privately told <strong>Trade</strong><br />
<strong>Show</strong> <strong>Executive</strong> that re<strong>in</strong>vent<strong>in</strong>g <strong>the</strong>ir<br />
sales force has seen some frustrat<strong>in</strong>g<br />
start as sales reps struggle with<br />
<strong>the</strong> new order. More than one<br />
spoke of br<strong>in</strong>g<strong>in</strong>g <strong>in</strong> new people<br />
deemed more capable of<br />
handl<strong>in</strong>g <strong>the</strong> critical digital sales<br />
than <strong>the</strong>ir pr<strong>in</strong>t and event peers.<br />
Here are some factors to<br />
consider when build<strong>in</strong>g an<br />
<strong>in</strong>tegrated sales team:<br />
• Goodbye comfort zone.<br />
Many sales people broke <strong>in</strong> <strong>the</strong><br />
media bus<strong>in</strong>ess when it was strictly<br />
segmented by product. Pr<strong>in</strong>t people<br />
sold pr<strong>in</strong>ts ads, events people sold<br />
booth space and sponsorships, <strong>the</strong><br />
Internet specialists handled <strong>the</strong> digital<br />
side. Clients now expect <strong>the</strong>ir primary<br />
sales contact to be a one-stop contact<br />
who is able to deftly handle all three.<br />
• Learn<strong>in</strong>g new skills. Managers<br />
need to ensure that everyone on <strong>the</strong>ir<br />
staff has at least a basic understand<strong>in</strong>g<br />
of how event, onl<strong>in</strong>e and pr<strong>in</strong>t sales<br />
work and how each medium will<br />
support <strong>the</strong> brand experience sought<br />
out by customers. “You can’t expect<br />
someone to spontaneously develop a<br />
new set of sales skills on <strong>the</strong>ir own,”<br />
Laredo said. “Management has to<br />
<strong>in</strong>vest <strong>in</strong> <strong>the</strong> skills and knowledge<br />
levels of <strong>the</strong>ir people. And if<br />
eventually, <strong>the</strong>y don’t get it, <strong>the</strong>n you<br />
have to get new people,” she said.<br />
• Team trauma. Putt<strong>in</strong>g toge<strong>the</strong>r a team<br />
of sales reps to sell <strong>in</strong>tegrated media<br />
campaigns may sound like a simple<br />
enough solution; however <strong>the</strong>re are<br />
pitfalls. The team has to work toge<strong>the</strong>r<br />
so that <strong>the</strong> overall brand experience is<br />
stressed ra<strong>the</strong>r than pitches that favor<br />
one medium over <strong>the</strong> o<strong>the</strong>r. “If you<br />
want to sell an <strong>in</strong>tegrated program, <strong>the</strong>n<br />
all of <strong>the</strong> pieces have to work toge<strong>the</strong>r,”<br />
Laredo said.<br />
• Compensation counts. What<br />
could be <strong>the</strong> most important issue<br />
for managers to iron out is how<br />
salespeople will be paid <strong>in</strong> <strong>the</strong> new<br />
environment. This is particularly<br />
important <strong>in</strong> a company that has<br />
adopted a team strategy. “They have<br />
to be told that <strong>the</strong>y are truly go<strong>in</strong>g to<br />
be brand representatives. They should<br />
know that if <strong>the</strong> client needs more<br />
than <strong>the</strong>y are sell<strong>in</strong>g and <strong>the</strong>y have<br />
to br<strong>in</strong>g <strong>in</strong> a colleague to complete<br />
<strong>the</strong> deal, <strong>the</strong>y will be compensated,”<br />
Laredo said. Such ideas fly <strong>in</strong> <strong>the</strong> face<br />
of <strong>the</strong> time-honored commission<br />
system; however Laredo said<br />
marketers who want a multi-platform<br />
experience are not <strong>in</strong>terested <strong>in</strong> sitt<strong>in</strong>g<br />
through compet<strong>in</strong>g pitches.<br />
• Elusive metrics. The performance<br />
of a sales representative is generally<br />
judged by quotas and <strong>the</strong> amount of<br />
money <strong>the</strong>y br<strong>in</strong>g <strong>in</strong>. But <strong>the</strong> amount<br />
of advertis<strong>in</strong>g or booth space that is<br />
sold can be a secondary concern for<br />
<strong>the</strong> customer who is more concerned<br />
with <strong>the</strong> brand experience that an<br />
<strong>in</strong>tegrated media company can<br />
provide. “It is not just about <strong>the</strong><br />
numbers anymore,” Laredo said.<br />
Forget <strong>the</strong> Pitch;<br />
Remember <strong>the</strong> Customer<br />
Sell<strong>in</strong>g “an experience” <strong>in</strong><br />
a world where square <strong>in</strong>ches<br />
and square feet have long<br />
been <strong>the</strong> rule may be <strong>the</strong><br />
most difficult transition for<br />
media companies to make<br />
<strong>in</strong> <strong>the</strong>ir relations with <strong>the</strong>ir<br />
customers. A sales team<br />
brought up <strong>in</strong> a commission–<br />
based world needs a high<br />
degree of support from<br />
management if it is expected<br />
to drop a hard-sell, order-based<br />
strategy <strong>in</strong> favor of a softer<br />
approach <strong>in</strong> which <strong>the</strong> customer is<br />
ask<strong>in</strong>g what <strong>the</strong> media company can<br />
do for <strong>the</strong>m. “What I keep hear<strong>in</strong>g is that<br />
media reps just keep talk<strong>in</strong>g about what<br />
<strong>the</strong>y have to sell,” Laredo said. “What you<br />
have to sell comes afterwards.”<br />
It sounds topsy-turvy, but <strong>the</strong> end<br />
result is an <strong>in</strong>creas<strong>in</strong>g level of customer<br />
loyalty that should result <strong>in</strong> regular<br />
advertis<strong>in</strong>g buys for pr<strong>in</strong>t and onl<strong>in</strong>e<br />
media, and repeat booth sales and<br />
sponsorships at trade shows.<br />
Reach Mike Cooke at (415) 464-8500 or<br />
mikecooke@dmgworldmedia.com; Tony Uphoff<br />
at (415) 947-6000 or tuphoff@techweb.<br />
com; Sharon Rowlands at (212) 204-4200 or<br />
sharon.rowlands@penton.com; Leslie Laredo at<br />
(954) 577-5700 or leslie@laredogroup.com<br />
24 <strong>May</strong> <strong>2009</strong> <strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> www.<strong>Trade</strong><strong>Show</strong><strong>Executive</strong>.com
special report<br />
Quiet Crisis:<br />
,<br />
Honest Communications as<br />
Economy Stumbles<br />
By Hil Anderson, senior editor<br />
San Diego, CA –<br />
While not as dramatic<br />
as a hurricane or disruptive as a broken<br />
water pipe, <strong>the</strong> recession has had enough<br />
of an impact on trade show venues that<br />
convention and visitors bureaus (CVBs)<br />
should consider a crisis communications<br />
strategy for deal<strong>in</strong>g with <strong>the</strong>ir local news<br />
media and anxious city leadership.<br />
Crisis communications has become a<br />
f<strong>in</strong>ely honed and required skill for venue<br />
managers. The goal is to get <strong>the</strong> best<br />
<strong>in</strong>formation out to <strong>the</strong> media, government<br />
officials and <strong>the</strong> public <strong>in</strong> timely fashion,<br />
and at <strong>the</strong> same time, keep stakeholders,<br />
such as trade show organizers, apprised of<br />
how events may be impacted.<br />
This system has worked well<br />
for relatively short-term disruptions<br />
stemm<strong>in</strong>g from a one-time <strong>in</strong>cident,<br />
such as a storm or structural problem.<br />
It is now be<strong>in</strong>g used by CVBs <strong>in</strong> <strong>the</strong>ir<br />
public discussions of <strong>the</strong> longer-runn<strong>in</strong>g<br />
impact <strong>the</strong> recession is hav<strong>in</strong>g on <strong>the</strong><br />
tourism <strong>in</strong>dustry <strong>in</strong> <strong>the</strong>ir communities.<br />
“Anyone tra<strong>in</strong>ed <strong>in</strong> crisis<br />
communications knows that you have to<br />
acknowledge <strong>the</strong> issue first and foremost<br />
and also show that you care about what<br />
is go<strong>in</strong>g on and about <strong>the</strong> people who are<br />
affected,” said Katie Bl<strong>in</strong>t, most recently<br />
communications director at Connecticut<br />
Convention Center <strong>in</strong> Hartford. “The last<br />
th<strong>in</strong>g you want to do is not communicate.<br />
Fur<strong>the</strong>rmore, you must communicate <strong>in</strong> a<br />
positive manner.”<br />
Everyone is Watch<strong>in</strong>g<br />
Cities have a lot rid<strong>in</strong>g on <strong>the</strong> convention<br />
and trade show <strong>in</strong>dustry. The <strong>in</strong>dustry<br />
provides scores of jobs and a revenue<br />
stream that is vital to downtown<br />
ExE cuT ivE Summary<br />
• Honesty is <strong>the</strong> best policy,<br />
but stress <strong>the</strong> positives<br />
• Get <strong>in</strong> front of <strong>the</strong> public<br />
quickly and frequently<br />
• Keep city leaders and<br />
stakeholders up to speed<br />
•<br />
Media coverage of trade shows<br />
proves bus<strong>in</strong>ess is cont<strong>in</strong>u<strong>in</strong>g<br />
bus<strong>in</strong>esses and <strong>the</strong> city treasury, so a<br />
significant and susta<strong>in</strong>ed drop <strong>in</strong> bus<strong>in</strong>ess<br />
is naturally go<strong>in</strong>g to draw some anxious<br />
attention from <strong>the</strong> media and city hall.<br />
“There are a lot of people who<br />
want to know <strong>the</strong> status of <strong>the</strong> tourism<br />
<strong>in</strong>dustry because it is such an important<br />
<strong>in</strong>dustry <strong>in</strong> San Diego,” said Joe Terzi,<br />
<strong>in</strong>terim president and CEO of <strong>the</strong> San<br />
Diego Convention & Visitors Bureau<br />
(ConVis). Even though <strong>the</strong>re has long<br />
been a close relationship between <strong>the</strong><br />
city’s leadership and its tourism <strong>in</strong>dustry,<br />
Terzi stressed that ConVis was not<br />
tak<strong>in</strong>g its support from <strong>the</strong> city and <strong>the</strong><br />
public for granted, particularly s<strong>in</strong>ce <strong>the</strong><br />
agency is drumm<strong>in</strong>g up public support<br />
to expand <strong>the</strong> San Diego Convention<br />
Center at a time when attendance at<br />
events is expected to be down. “We<br />
emphasize that <strong>the</strong> expansion of <strong>the</strong><br />
www.<strong>Trade</strong><strong>Show</strong><strong>Executive</strong>.com <strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> <strong>May</strong> <strong>2009</strong> 25
convention center is a key component of<br />
<strong>the</strong> long-term plan for <strong>the</strong> city,” he said.<br />
Glass Half Full<br />
Experts <strong>in</strong> crisis communications<br />
urge CVB leaders to po<strong>in</strong>t out <strong>the</strong><br />
contributions that conventions and<br />
trade shows make to <strong>the</strong> local economy.<br />
But don’t pretend <strong>the</strong> recession doesn’t<br />
exist. Hotels and restaurants will notice<br />
sparser crowds and city officials will<br />
report flagg<strong>in</strong>g hotel tax collections. As<br />
is <strong>the</strong> case when a convention center is<br />
disrupted by any crisis, <strong>the</strong> first rule is to<br />
present a complete and honest picture.<br />
The ultimate goal of a recession<br />
communications plan should be to<br />
reassure <strong>the</strong> public that <strong>the</strong> local<br />
tourism economy is rid<strong>in</strong>g out some<br />
temporary rough wea<strong>the</strong>r and is not<br />
collaps<strong>in</strong>g. “The best way to ma<strong>in</strong>ta<strong>in</strong><br />
your credibility is to acknowledge <strong>the</strong><br />
obvious,” said Bl<strong>in</strong>t. “If <strong>the</strong> economy is<br />
bad <strong>the</strong>n you have to say, ‘Yeah, it is bad,<br />
but here is what we are do<strong>in</strong>g about it.’”<br />
Laurel Erickson, a long-time Los<br />
Angeles television journalist who is now<br />
a crisis communications consultant for<br />
Crisis Media Coaches, said be<strong>in</strong>g visible<br />
and even proactive with <strong>the</strong> public<br />
Erickson<br />
helps assure <strong>the</strong>m that <strong>the</strong> CVB is do<strong>in</strong>g<br />
its best to ma<strong>in</strong>ta<strong>in</strong> bus<strong>in</strong>ess as usual<br />
and protect <strong>the</strong> public’s <strong>in</strong>vestment.<br />
“Appearances and actions po<strong>in</strong>t to do<strong>in</strong>g<br />
<strong>the</strong> right th<strong>in</strong>gs,” she said.<br />
The worst mistake a CVB can make,<br />
Erickson told TSE, is not reach<strong>in</strong>g out to<br />
<strong>the</strong> public through <strong>the</strong>ir local media outlets.<br />
Inaction, she said, can come through<br />
ei<strong>the</strong>r as a blasé attitude toward bus<strong>in</strong>ess<br />
conditions or a bureaucratic unwill<strong>in</strong>gness<br />
to break bad news to <strong>the</strong> public. “Bosses<br />
sometimes will hunker down and huddle<br />
<strong>in</strong>stead of react<strong>in</strong>g quickly,” she said.<br />
Erickson po<strong>in</strong>ted to <strong>the</strong> so-called AIG<br />
effect as an example of an organization<br />
that failed to recognize a brew<strong>in</strong>g publicrelations<br />
challenge over <strong>the</strong> company’s<br />
travel policies until it was too late. “They<br />
“Hotels and restaurants will notice<br />
sparser crowds and city officials will<br />
report flagg<strong>in</strong>g hotel tax collections.<br />
As is <strong>the</strong> case when a convention<br />
center is disrupted by any crisis, <strong>the</strong><br />
first rule is to present a complete and<br />
honest picture.”<br />
Bl<strong>in</strong>t<br />
Terzi<br />
were so slow <strong>in</strong> react<strong>in</strong>g that it gave a<br />
whole gaggle of politicians <strong>the</strong> time to<br />
grab a hold of it as an issue,” she said.<br />
One Picture Worth 1,000 Words<br />
The best place to demonstrate <strong>the</strong><br />
vibrancy of a city’s exhibition <strong>in</strong>dustry<br />
may be on <strong>the</strong> trade show floor.<br />
Television images and newspaper reports<br />
of events tak<strong>in</strong>g place at <strong>the</strong> convention<br />
center will give <strong>the</strong> public an idea of <strong>the</strong><br />
bus<strong>in</strong>ess conducted at trade shows. “It<br />
sends <strong>the</strong> message that bus<strong>in</strong>ess is still<br />
tak<strong>in</strong>g place,” said Bl<strong>in</strong>t, who was <strong>the</strong><br />
Connecticut Convention Center’s liaison<br />
with <strong>the</strong> Hartford media. “Even <strong>in</strong> a<br />
down economy, people are still meet<strong>in</strong>g<br />
and still com<strong>in</strong>g to town to do bus<strong>in</strong>ess.”<br />
Bl<strong>in</strong>t recommended CVBs to help <strong>the</strong>ir<br />
trade show customers drum up some media<br />
coverage and assist <strong>the</strong>m <strong>in</strong> develop<strong>in</strong>g<br />
story ideas that will appeal to a general news<br />
outlet. If <strong>the</strong> show management prefers<br />
to keep <strong>the</strong> media out, <strong>the</strong>n <strong>the</strong> CVB must<br />
respect <strong>the</strong>ir wishes. Some organizers and<br />
associations may not be keen on show<strong>in</strong>g<br />
off exhibit floors and network<strong>in</strong>g parties<br />
that could come off <strong>in</strong> <strong>the</strong> media as be<strong>in</strong>g<br />
too glitzy and extravagant.<br />
But Bl<strong>in</strong>t said many of <strong>the</strong> show<br />
managers whose events were featured <strong>in</strong><br />
<strong>the</strong> Hartford media were delighted with<br />
<strong>the</strong> publicity. “They didn’t expect to be<br />
on <strong>the</strong> front page or on television or<br />
radio,” she said. “It is a very <strong>in</strong>novative<br />
way to nurture repeat bus<strong>in</strong>ess.”<br />
Reach Joe Terzi at (619) 232-3101 or<br />
jterzi@sdcvb.org; Katie Bl<strong>in</strong>t at (860)<br />
301-1541 or katiebl<strong>in</strong>t@gmail.com; Laurel<br />
Erickson at (323) 309-7576 or laurel@<br />
crisismediacoaches.com<br />
26 <strong>May</strong> <strong>2009</strong> <strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> www.<strong>Trade</strong><strong>Show</strong><strong>Executive</strong>.com
Industry Events<br />
By Nicole Burnes, assistant editor June <strong>2009</strong><br />
Sunday Monday Tuesday Wednesday Thursday friday saturday<br />
1 2 3 4 5<br />
6<br />
San Jose, CA<br />
Marano<br />
7<br />
Professional Convention<br />
Management Association<br />
(PCMA) Leadership<br />
Conference<br />
June 7-9, <strong>2009</strong>,<br />
Hilton Aust<strong>in</strong>, Aust<strong>in</strong>, TX<br />
8<br />
9 10<br />
11<br />
Hospitality Sales &<br />
Market<strong>in</strong>g Association<br />
International (HSMAI)<br />
Affordable Meet<strong>in</strong>gs West<br />
June 10-11, <strong>2009</strong><br />
San Jose McEnery Convention<br />
Exhibition & Convention<br />
<strong>Executive</strong>s Forum (ECEF)<br />
<strong>2009</strong><br />
June 11, <strong>2009</strong><br />
Mandar<strong>in</strong> Oriental,<br />
Wash<strong>in</strong>gton, DC<br />
Center, San Jose, CA<br />
12<br />
Bus<strong>in</strong>ess Market<strong>in</strong>g<br />
Association (BMA) <strong>2009</strong><br />
Annual Conference<br />
June 10-12, <strong>2009</strong><br />
Drake Hotel, Chicago, IL<br />
13<br />
Healthcare Convention<br />
& Exhibitors Association<br />
(HCEA) Annual Meet<strong>in</strong>g<br />
June 13-16, <strong>2009</strong><br />
Tampa Convention Center,<br />
Tampa, FL<br />
Nguyen<br />
14<br />
15<br />
Canadian Association of<br />
Exposition Management<br />
(CAEM) Annual<br />
Conference<br />
June 14-16, <strong>2009</strong><br />
Deerhurst Resort, Huntsville, ON<br />
16<br />
Exhibition Services &<br />
Contractors Association<br />
(ESCA) 20th Annual<br />
Summer Educational<br />
Conference<br />
June 14-17, <strong>2009</strong><br />
Wyndham Rio Mar Resort & Spa,<br />
Rio Grande, Puerto Rico<br />
17<br />
18 19<br />
National Association of<br />
Consumer <strong>Show</strong>s (NACS)<br />
Annual Convention<br />
June 17-19, <strong>2009</strong><br />
Memphis Cook Convention<br />
Center, Memphis, TN<br />
20<br />
McGill<br />
21<br />
22 23<br />
UFI – The Global<br />
Association of <strong>the</strong><br />
Exhibition Industry Open<br />
Sem<strong>in</strong>ar <strong>in</strong> Europe<br />
June 22-24, <strong>2009</strong><br />
Europarque, Porto, Portugal<br />
24<br />
Dest<strong>in</strong>ation Market<strong>in</strong>g<br />
Association International<br />
(DMAI) Dest<strong>in</strong>ations<br />
<strong>Show</strong>case Conference &<br />
Expo: Chicago<br />
June 24, <strong>2009</strong><br />
Donald E. Stephens Convention<br />
Center, Rosemont, IL<br />
Donald E. Stephens Convention Center<br />
27<br />
Porto, Portugal<br />
28<br />
29 30<br />
More Details<br />
PCMA Leadership Conference<br />
June 7-9, <strong>2009</strong>, Hilton Aust<strong>in</strong>, Aust<strong>in</strong>, TX<br />
www.pcma.org<br />
Event Management: PCMA,<br />
(312) 423-7262<br />
HSMAI Affordable Meet<strong>in</strong>gs West<br />
June 10-11, <strong>2009</strong>, San Jose McEnery<br />
Convention Center, San Jose, CA<br />
www.affordablemeet<strong>in</strong>gs.com<br />
Event Management: J. Spargo &<br />
Associates, Inc., (703) 631-6200<br />
BMA <strong>2009</strong> Annual Conference<br />
June 10-12, <strong>2009</strong>, Drake Hotel,<br />
Chicago, IL<br />
www.market<strong>in</strong>g.org<br />
Event Management: BMA,<br />
(800) 664-4BMA<br />
ECEF <strong>2009</strong><br />
June 11, <strong>2009</strong>, Mandar<strong>in</strong> Oriental,<br />
Wash<strong>in</strong>gton, DC<br />
www.eceforum.com<br />
Event Management: Integrated <strong>Show</strong><br />
Management & Market<strong>in</strong>g,<br />
(703) 979-4904<br />
HCEA Annual Meet<strong>in</strong>g<br />
June 13-16, <strong>2009</strong>,<br />
Tampa Convention Center, Tampa, FL<br />
www.hcea.org<br />
Event Management: HCEA,<br />
(404) 252-3663<br />
CAEM Annual Conference<br />
June 14-16, <strong>2009</strong>, Deerhurst Resort,<br />
Huntsville, ON, www.caem.ca<br />
Event Management: CAEM,<br />
(416) 787-9377<br />
ESCA 20th Annual Summer<br />
Educational Conference<br />
June 14-17, <strong>2009</strong>, Wyndham Rio Mar<br />
Resort & Spa, Rio Grande, Puerto Rico<br />
www.esca.org<br />
Event Management: ESCA,<br />
(469) 574-0698<br />
NACS Annual Convention<br />
June 17-19, <strong>2009</strong>, Memphis Cook<br />
Convention Center, Memphis, TN<br />
www.publicshows.com<br />
Event Management: NACS,<br />
(503) 253-0832<br />
UFI – The Global Association<br />
of <strong>the</strong> Exhibition Industry Open<br />
Sem<strong>in</strong>ar <strong>in</strong> Europe<br />
June 22-24, <strong>2009</strong>,<br />
Europarque, Porto, Portugal<br />
www.ufi.org<br />
Event Management: UFI,<br />
(33) 1 42 67 99 12<br />
DMAI Dest<strong>in</strong>ations <strong>Show</strong>case<br />
Conference & Expo: Chicago<br />
June 24, <strong>2009</strong><br />
Donald E. Stephens Convention Center,<br />
Rosemont, IL<br />
www.dest<strong>in</strong>ationsshowcase.com<br />
Event Management: DMAI,<br />
(202) 296-7888<br />
Who’s Where<br />
n At <strong>the</strong> PCMA Leadership Conference, CNN<br />
Anchor Betty Nguyen offers her <strong>in</strong>sights<br />
on how to use your talents, passions and life<br />
lessons to build a successful career path.<br />
n Helen Marano, director, Office of Travel<br />
& Tourism Industries for <strong>the</strong> Department of<br />
Commerce is a featured speaker at ECEF.<br />
n Tim McGill, president and CEO of<br />
Hargrove, Inc., is one of <strong>the</strong> panelists<br />
who will forecast trade show growth <strong>in</strong><br />
<strong>the</strong> short and long term <strong>in</strong> <strong>Trade</strong> <strong>Show</strong><br />
<strong>Executive</strong>’s Trend<strong>in</strong>g and Spend<strong>in</strong>g<br />
Panel at <strong>the</strong> ESCA Summer Educational<br />
Conference.<br />
www.<strong>Trade</strong><strong>Show</strong><strong>Executive</strong>.com <strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> <strong>May</strong> <strong>2009</strong> 27
Power Lunch<br />
Megan Tanel<br />
Pav<strong>in</strong>g<br />
<strong>the</strong> Way for<br />
CONEXPO’s<br />
Growth<br />
By Bob Dallmeyer, columnist<br />
Megan Tanel has a lot on her plate<br />
<strong>the</strong>se days. In addition to her role<br />
as Vice President of Exhibitions and<br />
Events for <strong>the</strong> Association of Equipment<br />
Manufacturers (AEM), Megan is <strong>the</strong><br />
director of AEM’s CONEXPO-CON/<br />
AGG exposition, one of <strong>the</strong> largest shows<br />
<strong>in</strong> <strong>the</strong> Western Hemisphere at over two<br />
million net square feet of exhibit space.<br />
That puts her <strong>in</strong> charge of not only one<br />
major trade show, but an entire portfolio<br />
that <strong>in</strong>cludes several of <strong>the</strong> largest events<br />
<strong>in</strong> North America. She is equally adept at<br />
launch<strong>in</strong>g successful start-up events and<br />
rejuvenat<strong>in</strong>g exist<strong>in</strong>g shows.<br />
Megan also f<strong>in</strong>ds time to rema<strong>in</strong><br />
actively <strong>in</strong>volved with <strong>the</strong> Professional<br />
Convention Management Association<br />
(PCMA) and <strong>the</strong> International Association<br />
of Exhibitions and Events (IAEE).<br />
She currently chairs IAEE’s important<br />
Education Committee and, to top it off,<br />
has two children and is expect<strong>in</strong>g a third.<br />
We spoke with Megan by telephone<br />
shortly after she returned home from India<br />
where she researched a show to take<br />
place <strong>in</strong> Mumbai.
Photo Credit: Sherry Tesler<br />
Bob: How many shows are <strong>the</strong>re<br />
<strong>in</strong> <strong>the</strong> AEM portfolio?<br />
Megan: AEM organizes seven<br />
shows, both domestic and <strong>in</strong>ternational,<br />
and we have sales agreements with two<br />
o<strong>the</strong>r shows. We run 11 o<strong>the</strong>r sem<strong>in</strong>ars<br />
or conferences annually and a new show<br />
launch is <strong>in</strong> <strong>the</strong> works for 2011.<br />
I’ve always wondered why <strong>the</strong>re<br />
is a three-year rotation for<br />
CONEXPO-CON/AGG.<br />
Initially, CONEXPO and CON/<br />
AGG were separate shows: CONEXPO<br />
ran every six years and CON/AGG every<br />
four years. They merged <strong>in</strong> 1996 and <strong>the</strong><br />
three-year cycle was chosen to fit <strong>in</strong>to <strong>the</strong><br />
three-year rotation of two o<strong>the</strong>r major<br />
global construction exhibitions: <strong>the</strong><br />
bauma show <strong>in</strong> Munich and INTERMAT<br />
<strong>in</strong> Paris. Our event became <strong>the</strong> third<br />
<strong>in</strong> that cycle. And while <strong>the</strong>re are<br />
technology advances and <strong>in</strong>novations<br />
daily <strong>in</strong> <strong>the</strong> construction <strong>in</strong>dustry,<br />
exhibitors have <strong>in</strong>dicated this cycle has<br />
worked for <strong>the</strong>m.<br />
How do you gear up to run one<br />
of <strong>the</strong> largest events <strong>in</strong> <strong>the</strong> world<br />
every three years?<br />
(laugh<strong>in</strong>g) I just say goodbye to my<br />
family. Seriously, it takes a tremendous<br />
amount of teamwork, organization and<br />
budget plann<strong>in</strong>g. In addition to our AEM<br />
show staff members, we use a contract<br />
staff to help us with operational issues<br />
and, at times, we outsource certa<strong>in</strong><br />
aspects of <strong>the</strong> show logistics. We rely<br />
heavily on all of our vendors, whom<br />
we consider <strong>in</strong>tegral to our team effort.<br />
Plus, we have several o<strong>the</strong>r shows <strong>in</strong> our<br />
portfolio with unusual rotation patterns<br />
that also need special staff<strong>in</strong>g, so at any<br />
moment, we are <strong>in</strong> different parts of<br />
several show cycles. There’s never any<br />
real downtime <strong>in</strong> my job.<br />
You just f<strong>in</strong>ished <strong>in</strong> Orlando that<br />
was successful <strong>in</strong> spite of <strong>the</strong><br />
tough economy. How did you<br />
achieve that?<br />
It was <strong>the</strong> World of Asphalt, held from<br />
March 10-12. It was my first startup <strong>in</strong><br />
2001 – my “baby” – with a challeng<strong>in</strong>g<br />
rotation of two years on, one year off.<br />
Actually, <strong>in</strong> <strong>the</strong> off year, it becomes<br />
part of CONEXPO-CON/AGG. The<br />
show grew steadily until 2007, when it<br />
stalled a little. This year, we put a major<br />
effort <strong>in</strong>to grow<strong>in</strong>g it. We co-located<br />
with an exist<strong>in</strong>g association partner, with<br />
AGG1 – Aggregates Forum and Expo be<strong>in</strong>g<br />
<strong>in</strong>augurated. The show was filled with<br />
network<strong>in</strong>g opportunities, education<br />
offer<strong>in</strong>gs, plus a great show floor for<br />
buyers. The dual shows posted huge<br />
attendance <strong>in</strong>creases, especially for our<br />
World of Asphalt, which had a real 50%<br />
growth rate over 2007. Our World of<br />
Asphalt exhibitor numbers broke all<br />
records, even though <strong>the</strong> overall show<br />
net square footage of exhibit space<br />
was a bit smaller. By <strong>in</strong>creas<strong>in</strong>g this<br />
event’s overall value, we experienced<br />
tremendous growth.<br />
How did you get started at AEM?<br />
It all started over softball. While<br />
I was study<strong>in</strong>g at <strong>the</strong> University of<br />
Wiscons<strong>in</strong>/Lacrosse, I dated a fellow<br />
who played softball on a local team with<br />
Dennis Slater, now AEM President.<br />
Dennis offered me an <strong>in</strong>tern position<br />
and later hired me when I graduated<br />
<strong>in</strong> 1995. Eventually I left for <strong>the</strong> socalled<br />
“greener pastures” of hotel sales<br />
(laugh<strong>in</strong>g). I helped launch <strong>the</strong> orig<strong>in</strong>al<br />
House of Blues Hotel <strong>in</strong> Chicago.<br />
Fortunately, Dennis hired me back after<br />
18 months and I’ve been with AEM<br />
ever s<strong>in</strong>ce.<br />
When were you promoted to your<br />
present position? How large is<br />
your team?<br />
I was named vice president of<br />
exhibitions <strong>in</strong> January 2008. My staff<br />
consists of 19 great people, not count<strong>in</strong>g<br />
<strong>the</strong> market<strong>in</strong>g/PR team that works on all<br />
AEM activities.<br />
What are you currently do<strong>in</strong>g to<br />
enhance space sales?<br />
We froze our space rates at 2008<br />
levels and reward our priority po<strong>in</strong>t<br />
leaders. We hold on-site space draws<br />
Cont<strong>in</strong>ued on page 30<br />
<strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> <strong>May</strong> <strong>2009</strong> 29
Cont<strong>in</strong>ued from page 29<br />
at our smaller events to make it more<br />
convenient for our exhibitors. We also<br />
<strong>in</strong>creased <strong>the</strong> number and size of colocated<br />
events – it’s <strong>the</strong> “AEM <strong>Trade</strong><br />
<strong>Show</strong> Model” of maximiz<strong>in</strong>g <strong>the</strong> value<br />
with additional <strong>in</strong>dustry events be<strong>in</strong>g<br />
held <strong>in</strong> one location.<br />
How do you work with o<strong>the</strong>r<br />
<strong>in</strong>dustry associations?<br />
We approach partner organizations<br />
and work with <strong>the</strong>m so we jo<strong>in</strong> toge<strong>the</strong>r<br />
to create trade shows that <strong>in</strong>crease <strong>the</strong><br />
overall value to all our stakeholders.<br />
This is a true w<strong>in</strong>-w<strong>in</strong> effort, particularly<br />
<strong>in</strong> <strong>the</strong>se times. It lowers costs for <strong>the</strong><br />
associations, exhibitors and attendees,<br />
plus everyone’s ROI is higher when<br />
several events are held <strong>in</strong> one place.<br />
How are you help<strong>in</strong>g attendees<br />
dur<strong>in</strong>g this recession?<br />
In addition to co-locat<strong>in</strong>g events,<br />
we’ve created additional network<strong>in</strong>g<br />
and learn<strong>in</strong>g opportunities, as well as<br />
a significantly enhanced trade show<br />
floor. We are hold<strong>in</strong>g hotel rates and<br />
registration prices at 2008 levels. Our<br />
attendees really appreciate that. We also<br />
communicate with <strong>the</strong>m constantly –<br />
through surveys, e-mails, phone calls and<br />
direct contact at <strong>in</strong>dustry events.<br />
Tell me about your global<br />
operations.<br />
AEM has been <strong>in</strong> Ch<strong>in</strong>a for more<br />
than ten years, and we launched <strong>the</strong><br />
CONEXPO ASIA brand several years<br />
ago. We have a presence <strong>in</strong> Brussels,<br />
Belgium for handl<strong>in</strong>g statistics and<br />
technical issues. We have ano<strong>the</strong>r<br />
office <strong>in</strong> Canada for public policy and<br />
a dedicated staff to handle all of Lat<strong>in</strong><br />
America.<br />
Did I just read about a new global<br />
alliance?<br />
Yes. At INTERMAT <strong>in</strong> Paris, we<br />
announced a worldwide cooperation<br />
agreement between AEM and Munich<br />
<strong>Trade</strong> Fairs, which owns bauma and<br />
o<strong>the</strong>r shows. Toge<strong>the</strong>r, we’re launch<strong>in</strong>g<br />
new construction <strong>in</strong>dustry events <strong>in</strong><br />
emerg<strong>in</strong>g markets. Our first jo<strong>in</strong>t venture<br />
is planned for 2011 <strong>in</strong> India.<br />
Any thought about branch<strong>in</strong>g out<br />
from construction?<br />
Yes, we are also negotiat<strong>in</strong>g a<br />
similar arrangement with DLG for <strong>the</strong><br />
agriculture sector. Initially, we are go<strong>in</strong>g<br />
to support <strong>the</strong>ir Agritechnica show (held <strong>in</strong><br />
Germany) with a pavilion and <strong>the</strong>y will<br />
support our North America launch, AG<br />
CONNECT Expo, next year <strong>in</strong> Orlando.<br />
How many AEM member<br />
companies are <strong>the</strong>re worldwide?<br />
We have over 800 members<br />
worldwide <strong>in</strong> five <strong>in</strong>dustries.<br />
I assume you organize numerous<br />
national pavilions?<br />
Yes, we are organiz<strong>in</strong>g or have<br />
organized pavilions <strong>in</strong> Ch<strong>in</strong>a, Germany,<br />
France, S<strong>in</strong>gapore, Russia, Mexico,<br />
Australia and Brazil.<br />
Will <strong>the</strong> stronger dollar impact your<br />
exhibitions – or is it already do<strong>in</strong>g<br />
that?<br />
The weaker dollar has truly helped<br />
our domestic shows by boost<strong>in</strong>g<br />
<strong>in</strong>ternational attendance, but <strong>the</strong> stronger<br />
dollar will significantly impact our<br />
overseas shows.<br />
What are you do<strong>in</strong>g to<br />
accommodate Gen X and Y at your<br />
events?<br />
We are presently launch<strong>in</strong>g our social<br />
media plan based on significant <strong>in</strong>dustry<br />
research. It turns out that <strong>the</strong> agricultural<br />
side of our bus<strong>in</strong>ess is much more<br />
techno-savvy than <strong>the</strong> construction side.<br />
All of our shows will be on L<strong>in</strong>kedIn,<br />
Facebook and Twitter. We’re still look<strong>in</strong>g<br />
at <strong>the</strong> best way to do blogg<strong>in</strong>g.<br />
Tell me about your “Construction<br />
Challenge.”<br />
Through surveys, we learned that <strong>the</strong><br />
perception of <strong>the</strong> construction <strong>in</strong>dustry<br />
was “dirty, dumb and dangerous.”<br />
We needed to change that op<strong>in</strong>ion,<br />
<strong>in</strong>crease <strong>in</strong>dustry awareness and develop<br />
Bluepr<strong>in</strong>t for Success. <strong>Show</strong> Manager Melissa<br />
Magestro (L) and Megan Tanel plan <strong>the</strong> moves for<br />
an upcom<strong>in</strong>g show.<br />
30 <strong>May</strong> <strong>2009</strong> <strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> www.<strong>Trade</strong><strong>Show</strong><strong>Executive</strong>.com
<strong>the</strong> workforce. We partnered with<br />
Dest<strong>in</strong>ation Imag<strong>in</strong>ation to create a<br />
nationwide high school competition<br />
called “Construction Challenge.” We<br />
<strong>in</strong>vited 500 students <strong>in</strong> Las Vegas<br />
dur<strong>in</strong>g CONEXPO-CON/AGG to<br />
compete <strong>in</strong> three areas. Our exhibitors<br />
were sponsors and <strong>the</strong> w<strong>in</strong>ners won<br />
scholarships and o<strong>the</strong>r prizes. Best of all,<br />
<strong>the</strong> students completely changed <strong>the</strong>ir<br />
op<strong>in</strong>ion of <strong>the</strong> <strong>in</strong>dustry, and many were<br />
seriously consider<strong>in</strong>g chang<strong>in</strong>g college<br />
majors. Next up is a similar program for<br />
<strong>the</strong> agriculture bus<strong>in</strong>ess.<br />
How would you characterize your<br />
competition <strong>in</strong> this economy?<br />
For me, <strong>the</strong> competition is fun. With<br />
<strong>the</strong> exhibition <strong>in</strong>dustry under siege at<br />
<strong>the</strong> moment, we all work toge<strong>the</strong>r to<br />
<strong>in</strong>crease <strong>the</strong> value of our events. Even<br />
though we compete, we communicate<br />
well with each o<strong>the</strong>r.<br />
What do you do better at AEM than<br />
anyone else <strong>in</strong> <strong>the</strong> bus<strong>in</strong>ess?<br />
Customer service. We listen to our<br />
members and <strong>the</strong> <strong>in</strong>dustries we represent.<br />
It’s our way of tak<strong>in</strong>g a step back,<br />
review<strong>in</strong>g what we accomplished, and<br />
<strong>the</strong>n refresh<strong>in</strong>g our plans to stay relevant,<br />
timely and new. We learn from our<br />
mistakes and, when necessary, we don’t<br />
take ourselves too seriously.<br />
What keeps you up at night,<br />
besides <strong>the</strong> anticipated new baby?<br />
Crazy ideas, accord<strong>in</strong>g to my staff.<br />
My BlackBerry is on my nightstand and<br />
often I wake up dur<strong>in</strong>g <strong>the</strong> night with<br />
an idea – which I immediately e-mail<br />
to my co-workers. The next day, <strong>the</strong>y’re<br />
concerned that I was up at 2:30 a.m. and<br />
want to know if <strong>the</strong>re was a problem.<br />
Any f<strong>in</strong>al thoughts?<br />
I’ve been <strong>in</strong> this <strong>in</strong>dustry a short<br />
time, yet I’ve already observed several<br />
bus<strong>in</strong>ess cycles. One th<strong>in</strong>g that frustrates<br />
me is that many <strong>in</strong> our <strong>in</strong>dustry tend<br />
to stay <strong>in</strong> <strong>the</strong>ir own little silos, and<br />
<strong>the</strong>y don’t communicate with o<strong>the</strong>r<br />
association and <strong>in</strong>dependent organizers<br />
to <strong>in</strong>crease <strong>the</strong> value of all events. There<br />
is a disconnect at times between show<br />
organizers, vendors, colleagues and<br />
<strong>in</strong>dustry professionals <strong>in</strong> general, which<br />
needs to be erased for <strong>the</strong> betterment of<br />
our <strong>in</strong>dustry. I also feel strongly that we<br />
have to have a balance between work and<br />
our private life. I fully embrace both.<br />
Contact Megan Tanel CEM at (414) 298-<br />
4117 or mtanel@aem.org<br />
Surrounded by Talent. Megan Tanel (third<br />
from right) and AEM President Dennis Slater<br />
(fourth from left) along with some of <strong>the</strong> key AEM<br />
leadership. L-R: Renee Peters, Director, <strong>Trade</strong><br />
<strong>Show</strong>s and International Account<strong>in</strong>g; <strong>Show</strong><br />
Manager Melissa Magestro; Nicole Hallada,<br />
Senior Director, Market<strong>in</strong>g; Slater; Dagmar<br />
Flem<strong>in</strong>g, Director, Global Bus<strong>in</strong>ess Development;<br />
Richard Jefferson, Senior Director, Public<br />
Relations; Tanel; Dana Wuesthoff, Exposition<br />
Services Manager; and Kaien Li, <strong>Show</strong> Director,<br />
Conexpo Asia and Director, Asia Sales<br />
Bob Dallmeyer<br />
CEM is Past<br />
Chairman of both<br />
<strong>the</strong> International<br />
Association of<br />
Exhibitions and<br />
Events (IAEE)<br />
and <strong>the</strong> <strong>Trade</strong><br />
<strong>Show</strong> Exhibitors<br />
Association (TSEA), Bob Dallmeyer<br />
as well as a former<br />
Director of <strong>the</strong> Center for Exhibition<br />
Industry Research (CEIR). In 2006, he<br />
was <strong>in</strong>ducted <strong>in</strong>to <strong>the</strong> Convention Industry<br />
Council’s “Hall of Leaders.” Contact<br />
Bob at (323) 934-8300 or bdallmeyer@<br />
tradeshowexecutive.com or www.<br />
bobdallmeyer.com<br />
www.<strong>Trade</strong><strong>Show</strong><strong>Executive</strong>.com <strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> <strong>May</strong> <strong>2009</strong> 31
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Com<strong>in</strong>g Up <strong>in</strong> July <strong>in</strong> North America<br />
By Nicole Burnes, Zoom editor<br />
Sponsored by<br />
Whe<strong>the</strong>r you need a quick rem<strong>in</strong>der of shows on <strong>the</strong> horizon or are study<strong>in</strong>g <strong>the</strong> market for<br />
potential partnerships, co-locations or acquisitions, here is a list of 101 of <strong>the</strong> most important trade<br />
shows scheduled for July. Each show is listed by <strong>in</strong>dustry category and conta<strong>in</strong>s both a wide-angle<br />
and close-up view of <strong>the</strong> event, <strong>the</strong> organizer, <strong>the</strong> site and projected size. For a list of shows com<strong>in</strong>g<br />
up <strong>in</strong> <strong>the</strong> next 12 months – searchable by each field – go to www.<strong>Trade</strong><strong>Show</strong><strong>Executive</strong>.com. To<br />
be considered for future editions of Zoom<br />
<strong>in</strong> pr<strong>in</strong>t and onl<strong>in</strong>e, email <strong>in</strong>formation on your show to<br />
nburnes@tradeshowexecutive.com.<br />
Nicole Burnes<br />
<strong>Show</strong> Name/Management/Web Address <strong>Show</strong> Manager Dates Venue/City/State Projected Size<br />
Advertis<strong>in</strong>g & MArket<strong>in</strong>g<br />
The ASI <strong>Show</strong>!<br />
ASI <strong>Show</strong> Inc.<br />
www.asishow.com<br />
Mary Upton<br />
VP of <strong>Trade</strong> <strong>Show</strong> Operations<br />
800-546-3300<br />
7/21/<strong>2009</strong><br />
7/23/<strong>2009</strong><br />
McCormick Place<br />
Chicago, IL<br />
86,000 nsf<br />
610 Exhibitors<br />
4,400 Attendees<br />
Bridge to Integrated Market<strong>in</strong>g &<br />
Fundrais<strong>in</strong>g Conference<br />
Conference Incorporated<br />
www.bridgeconf.org<br />
Donna Tschiffely<br />
President<br />
703-689-3629<br />
7/21/<strong>2009</strong><br />
7/23/<strong>2009</strong><br />
Gaylord National Resort<br />
& Convention Center<br />
Wash<strong>in</strong>gton, DC<br />
NSF Not Supplied<br />
70 Exhibitors<br />
1,200 Attendees<br />
AerospAce & AviAtion<br />
Airborne Law Enforcement<br />
Association - Annual<br />
ALEA<br />
www.alea.org<br />
Nicole Gentile<br />
Operations Manager<br />
301-631-2406<br />
7/22/<strong>2009</strong><br />
7/25/<strong>2009</strong><br />
Savannah International <strong>Trade</strong><br />
& Convention Center<br />
Savannah, GA<br />
36,000 nsf<br />
150 Exhibitors<br />
700 Attendees<br />
NCSL International Workshop<br />
& Symposium<br />
NCSL International<br />
www.ncsli.org<br />
Tom Huttemann<br />
Meet<strong>in</strong>g Planner<br />
303-440-3339<br />
7/26/<strong>2009</strong><br />
7/30/<strong>2009</strong><br />
Henry B. Gonzalez<br />
Convention Center<br />
San Antonio, TX<br />
NSF Not Supplied<br />
Exhibitors Not Supplied<br />
Attendees Not Supplied<br />
Agriculture & FArM<strong>in</strong>g<br />
Ag Expo at Michigan State<br />
University<br />
Ag Expo<br />
www.agexpo.msu.edu<br />
Ruth Borger<br />
Ag Expo Director<br />
517-432-1555 x153<br />
7/21/<strong>2009</strong><br />
7/23/<strong>2009</strong><br />
Michigan State University<br />
East Lans<strong>in</strong>g, MI<br />
NSF Not Supplied<br />
250 Exhibitors<br />
12,000 Attendees<br />
AppArel, BeAuty, shoes<br />
& textiles<br />
The Cobb <strong>Show</strong><br />
Atlanta Apparel Exhibition Group<br />
www.aaeshow.com<br />
Carolyn Rey<br />
<strong>Show</strong> Manager<br />
770-982-4682<br />
7/26/<strong>2009</strong><br />
7/27/<strong>2009</strong><br />
Cobb Galleria Center<br />
Atlanta, GA<br />
NSF Not Supplied<br />
Exhibitors Not Supplied<br />
Attendees Not Supplied<br />
Cosmoprof North America<br />
North American Beauty Events LLC<br />
www.cosmoprofnorthamerica.com<br />
Eric Horn<br />
<strong>Show</strong> Director<br />
800-468-2274 x3431<br />
7/19/<strong>2009</strong><br />
7/21/<strong>2009</strong><br />
Mandalay Bay<br />
Convention Center<br />
Las Vegas, NV<br />
177,605 nsf<br />
740 Exhibitors<br />
25,000 Attendees<br />
Transworld’s Jewelry, Fashion<br />
& Accessories <strong>Show</strong> - Summer<br />
TransWorld Exhibits<br />
www.jfashow.com<br />
Joseph Thaler<br />
CEO<br />
847-446-8434<br />
7/9/<strong>2009</strong><br />
7/12/<strong>2009</strong><br />
Donald E. Stephens<br />
Convention Center<br />
Rosemont, IL<br />
NSF Not Supplied<br />
Exhibitors Not Supplied<br />
Attendees Not Supplied<br />
Texworld USA<br />
Messe Frankfurt, Inc. - USA<br />
www.texworldusa.com<br />
Stephanie Everett<br />
Group <strong>Show</strong> Dir. - Textile <strong>Show</strong>s<br />
770-984-8016<br />
7/14/<strong>2009</strong><br />
7/16/<strong>2009</strong><br />
Jacob K. Javits<br />
Convention Center<br />
New York, NY<br />
25,000 nsf<br />
200 Exhibitors<br />
2,500 Attendees<br />
The WSA <strong>Show</strong>, The Collections at<br />
WSA and Materials at WSA<br />
ENK International<br />
www.wsashow.com<br />
Carrie Koeturius<br />
Director of Operations<br />
818-379-9400<br />
7/31/<strong>2009</strong><br />
8/2/<strong>2009</strong><br />
Las Vegas Convention<br />
Center/The Venetian Resort,<br />
Hotel Cas<strong>in</strong>o<br />
Las Vegas, NV<br />
705,708 nsf<br />
Exhibitors Not Supplied<br />
Attendees Not Supplied<br />
© <strong>2009</strong>, <strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> magaz<strong>in</strong>e, Carlsbad, CA (760) 929-9604.<br />
Cont<strong>in</strong>ued on page 34<br />
32 <strong>May</strong> <strong>2009</strong> <strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> www.<strong>Trade</strong><strong>Show</strong><strong>Executive</strong>.com
<strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong>’s<br />
Always Ten Steps Ahead<br />
SMART-reg International offers more than<br />
registration and lead retrieval services. We<br />
provide value-added solutions that will enhance<br />
both your attendee’s and exhibitor’s experience.<br />
Here’s a small sampl<strong>in</strong>g of our reasonably<br />
priced technology-based ancillary services.<br />
2008<br />
INNOVATION<br />
AWARDS<br />
sMArt-<br />
connect is a social and<br />
professional network<strong>in</strong>g and agenda<br />
plann<strong>in</strong>g tool. SMART-Connect<br />
can be used to schedule session<br />
participation and secure appo<strong>in</strong>tments<br />
with select groups, attendees, peers,<br />
speakers and exhibitors. O<strong>the</strong>r<br />
systems can be costly, and <strong>in</strong> most<br />
cases, are an adjunct to <strong>the</strong> ma<strong>in</strong><br />
attendee registration experience.<br />
Our value-priced solution is tightly<br />
<strong>in</strong>tegrated with <strong>the</strong> entire registration<br />
experience.<br />
tap-<br />
n-go is a compact, RFIDenabled,<br />
free-stand<strong>in</strong>g battery<br />
powered unit offer<strong>in</strong>g quick and easy<br />
track<strong>in</strong>g for sessions, events and<br />
exhibit floor traffic us<strong>in</strong>g <strong>the</strong> attendee’s<br />
RFID name badge. The unit can<br />
au<strong>the</strong>nticate whe<strong>the</strong>r an attendee<br />
has registered and/or prepaid to<br />
be admitted to a particular event.<br />
Collected <strong>in</strong>formation is downloaded<br />
and a statistical portrait is developed<br />
along with attendance reports.<br />
sMArt-<br />
confirmation is a new<br />
attendee confirmation and badge<br />
mail<strong>in</strong>g system that reduces postage<br />
and adds a green factor as well.<br />
This new badge delivery system<br />
totally elim<strong>in</strong>ates petroleum-derived<br />
components. Work<strong>in</strong>g <strong>in</strong> conjunction<br />
with a USPS Certified Pre-sort Bureau,<br />
First Class handl<strong>in</strong>g is achieved at a<br />
much lower postage rate.<br />
No matter what registration system you use today, we<br />
know we can improve it with new technology, <strong>in</strong>creased<br />
efficiencies and better service. Call or email me today to<br />
explore some new ideas.<br />
Provid<strong>in</strong>g Fail-Safe Registration and Lead Retrieval<br />
with Passionate Customer Service for over 25 Years<br />
Visit www.SMART-reg.com or call (888) 999-9169<br />
Arnie Roberts,<br />
President & CEO<br />
(888) 999-9169<br />
arnie@SMART-reg.com
TSE’s <strong>Trade</strong> <strong>Show</strong> Locator<br />
Cont<strong>in</strong>ued from page 32<br />
Provid<strong>in</strong>g Fail-Safe Registration and Lead Retrieval with Passionate Customer Service for over 24 Years<br />
Always Ten Steps Ahead<br />
Visit www.SMART-reg.com or call (888) 999-9169<br />
<strong>Show</strong> Name/Management/Web Address <strong>Show</strong> Manager Dates Venue/City/State Projected Size<br />
Art, Music & culture<br />
Summer NAMM<br />
NAMM, The International Music<br />
Products Association<br />
www.namm.org/summer<br />
Kev<strong>in</strong> Johnstone<br />
Director of <strong>Trade</strong> <strong>Show</strong>s<br />
760-438-8007 x105<br />
7/17/<strong>2009</strong><br />
7/19/<strong>2009</strong><br />
Nashville Convention Center<br />
Nashville, TN<br />
65,000 nsf<br />
400 Exhibitors<br />
18,000 Attendees<br />
AutoMotive, truck<strong>in</strong>g &<br />
trAnsportAtion<br />
PAACE Automechanika Mexico<br />
Messe Frankfurt, Inc. - USA<br />
www.paaceautomechanika.com<br />
Kristen Wooburn<br />
<strong>Show</strong> Manager<br />
770-984-8016<br />
7/15/<strong>2009</strong><br />
7/17/<strong>2009</strong><br />
Centro Banamex<br />
Mexico City, DF<br />
85,000 nsf<br />
531 Exhibitors<br />
18,317 Attendees<br />
STN EXPO Conference<br />
& <strong>Trade</strong> <strong>Show</strong><br />
STN Media Group<br />
www.schoolbusconference.com<br />
Branden Smeltzer<br />
General Manager<br />
310-792-2226<br />
7/25/<strong>2009</strong><br />
7/29/<strong>2009</strong><br />
Grand Sierra Resort & Cas<strong>in</strong>o<br />
Reno, NV<br />
74,000 nsf<br />
120 Exhibitors<br />
1,200 Attendees<br />
Build<strong>in</strong>g & construction<br />
FRSA - Annual<br />
Florida Roof<strong>in</strong>g, Sheet Metal<br />
& Air Condition<strong>in</strong>g Contractors Assn.<br />
www.floridaroof.com<br />
Lisa Pate<br />
Director of Convention<br />
& <strong>Trade</strong> <strong>Show</strong><br />
407-671-3772<br />
7/8/<strong>2009</strong><br />
7/11/<strong>2009</strong><br />
Orange County<br />
Convention Center<br />
Orlando, FL<br />
80,000 nsf<br />
235 Exhibitors<br />
2,800 Attendees<br />
Real Wood Furniture F<strong>in</strong>ished<br />
Your Way ® <strong>Trade</strong> <strong>Show</strong><br />
Unf<strong>in</strong>ished Furniture Association<br />
www.unf<strong>in</strong>ishedfurniture.org<br />
Fred Moriarty<br />
<strong>Executive</strong> Director<br />
800-487-8321<br />
7/19/<strong>2009</strong><br />
7/21/<strong>2009</strong><br />
Duke Energy<br />
Convention Center<br />
C<strong>in</strong>c<strong>in</strong>nati, OH<br />
12,400 nsf<br />
40 Exhibitors<br />
400 Attendees<br />
Sou<strong>the</strong>ast Build<strong>in</strong>g Conference<br />
and Green Build<strong>in</strong>g <strong>Show</strong><br />
SEBC & Florida Home<br />
Builders Assocation<br />
www.sebcshow.com<br />
Paul Thompson<br />
CEO/EVP, FHBA<br />
850-224-4316 x13<br />
7/30/<strong>2009</strong><br />
8/1/<strong>2009</strong><br />
Orange County<br />
Convention Center<br />
Orlando, FL<br />
40,000 nsf<br />
200 Exhibitors<br />
12,500 Attendees<br />
coMputers & soFtwAre<br />
ApplicAtions<br />
Design Automation Conference<br />
MP Associates, Inc.<br />
www.dac.com<br />
Kev<strong>in</strong> Lep<strong>in</strong>e<br />
Conference Manager<br />
303-530-4562<br />
7/26/<strong>2009</strong><br />
7/31/<strong>2009</strong><br />
Moscone Center<br />
San Francisco, CA<br />
85,000 nsf<br />
190 Exhibitors<br />
5,000 Attendees<br />
O’Reilly Open Source Convention<br />
O’Reilly Media, Inc.<br />
http://en.oreilly.com<br />
Maureen Jenn<strong>in</strong>gs<br />
PR/Conferences<br />
707-827-7083<br />
7/20/<strong>2009</strong><br />
7/24/<strong>2009</strong><br />
San Jose Convention Center<br />
San Jose, CA<br />
13,000 nsf<br />
70 Exhibitors<br />
3,000 Attendees<br />
dentAl<br />
Academy of General Dentistry<br />
Annual Meet<strong>in</strong>g & Exhibits<br />
AGD<br />
www.agd.org<br />
Marge Palonis<br />
Exhibits Coord<strong>in</strong>ator<br />
312-440-4358<br />
7/8/<strong>2009</strong><br />
7/12/<strong>2009</strong><br />
Baltimore Convention Center<br />
Baltimore, MD<br />
35,000 nsf<br />
150 Exhibitors<br />
Attendees Not Supplied<br />
National Dental Association -<br />
96th Annual Meet<strong>in</strong>g<br />
NDA<br />
www.ndaonl<strong>in</strong>e.org<br />
LaVette Henderson<br />
Mgr. of Meet<strong>in</strong>gs & Conferences<br />
202-588-1697<br />
7/24/<strong>2009</strong><br />
7/29/<strong>2009</strong><br />
Hyatt Regency<br />
Jacksonville Riverfront<br />
Jacksonville, FL<br />
25,000 nsf<br />
130 Exhibitors<br />
Attendees Not Supplied<br />
Pacific Northwest Dental Conference<br />
Wash<strong>in</strong>gton State Dental Association<br />
www.wsda.org<br />
Ka<strong>in</strong>oa Trotter<br />
Director of Convention Services<br />
206-448-1914<br />
7/23/<strong>2009</strong><br />
7/24/<strong>2009</strong><br />
Wash<strong>in</strong>gton State<br />
Convention & <strong>Trade</strong> Center<br />
Seattle, WA<br />
NSF Not Supplied<br />
300 Exhibitors<br />
9,000 Attendees<br />
RDH Under One Roof<br />
PennWell Corporation<br />
www.rdhunderoneroof.com<br />
Emily Gotwals<br />
Event Operations Manager<br />
918-832-9305<br />
7/29/<strong>2009</strong><br />
7/31/<strong>2009</strong><br />
Rio All Suite Hotel & Cas<strong>in</strong>o<br />
Las Vegas, NV<br />
10,000 nsf<br />
90 Exhibitors<br />
1,350 Attendees<br />
educAtion, trA<strong>in</strong><strong>in</strong>g,<br />
science & reseArch<br />
APPA Conference & Exhibition<br />
APPA<br />
www.appa.org<br />
Suzanne Healy<br />
Dir.of Meet<strong>in</strong>gs & Conventions<br />
703-684-1446<br />
7/8/<strong>2009</strong><br />
7/10/<strong>2009</strong><br />
Vancouver Convention<br />
& Exhibition Centre<br />
Vancouver, BC<br />
NSF Not Supplied<br />
Exhibitors Not Supplied<br />
Attendees Not Supplied<br />
© <strong>2009</strong>, <strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> magaz<strong>in</strong>e, Carlsbad, CA (760) 929-9604.<br />
34 <strong>May</strong> <strong>2009</strong> <strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> www.<strong>Trade</strong><strong>Show</strong><strong>Executive</strong>.com
Visit www.SMART-reg.com<br />
or call (888) 999-9169<br />
We Serve as an<br />
Extension of Your Team<br />
TSE’s <strong>Trade</strong> <strong>Show</strong> Locator<br />
<strong>Show</strong> Name/Management/Web Address <strong>Show</strong> Manager Dates Venue/City/State Projected Size<br />
educAtion, trA<strong>in</strong><strong>in</strong>g, science & reseArch (cont<strong>in</strong>ued)<br />
Conference for <strong>the</strong> Advancement Anita Hopk<strong>in</strong>s<br />
of Ma<strong>the</strong>matics Teach<strong>in</strong>g<br />
Conference Coord<strong>in</strong>ator<br />
CAMT<br />
512-335-2268<br />
www.camtonl<strong>in</strong>e.org<br />
7/15/<strong>2009</strong><br />
7/17/<strong>2009</strong><br />
George R. Brown<br />
Convention Center<br />
Houston, TX<br />
NSF Not Supplied<br />
150 Exhibitors<br />
5,500 Attendees<br />
Controlled Release Society - Annual<br />
CRS<br />
www.controlledreleasesociety.org<br />
Susan Casey<br />
Meet<strong>in</strong>g Coord<strong>in</strong>ator<br />
651-994-3846<br />
7/18/<strong>2009</strong><br />
7/22/<strong>2009</strong><br />
Bella Center<br />
Copenhagen, Denmark<br />
NSF Not Supplied<br />
100 Exhibitors<br />
1,500 Attendees<br />
Federally Employed Women - Annual<br />
FEW<br />
www.fewntp.org<br />
Rachel Combs<br />
Co-Chair<br />
202-898-0994<br />
7/20/<strong>2009</strong><br />
7/24/<strong>2009</strong><br />
Orlando World Center<br />
Marriott Resort<br />
Orlando, FL<br />
20,000 nsf<br />
Exhibitors Not Supplied<br />
1,800 Attendees<br />
Microscopy & Microanalysis <strong>2009</strong><br />
Corcoran Expositions, Inc.<br />
www.microscopy.org<br />
Doreen Bonnema<br />
Exhibit Manager<br />
312-541-0567<br />
7/26/<strong>2009</strong><br />
7/30/<strong>2009</strong><br />
Richmond Convention Center<br />
Richmond, VA<br />
35,000 nsf<br />
105 Exhibitors<br />
1,500 Attendees<br />
National Association of Scientific<br />
Materials Managers - Annual<br />
NAOSMM<br />
www.naosmm.org<br />
Amy Aldridge<br />
850-284-7140<br />
7/27/<strong>2009</strong><br />
7/31/<strong>2009</strong><br />
The Grove Hotel<br />
and Qwest Arena<br />
Boise, ID<br />
NSF Not Supplied<br />
Exhibitors Not Supplied<br />
Attendees Not Supplied<br />
National Education Association EXPO<br />
Conventions•Exhibits•Promotions, Inc.<br />
www.neaexpo.com<br />
Larry Hughes<br />
President<br />
727-530-0405<br />
7/1/<strong>2009</strong><br />
7/3/<strong>2009</strong><br />
San Diego Convention<br />
Center<br />
San Diego, CA<br />
NSF Not Supplied<br />
240 Exhibitors<br />
16,000 Attendees<br />
National Urban League Conference<br />
NUL<br />
www.nul.org<br />
Tamiko Smith<br />
Manager of Meet<strong>in</strong>gs<br />
212-558-5385<br />
7/29/<strong>2009</strong><br />
8/1/<strong>2009</strong><br />
McCormick Place<br />
Chicago, IL<br />
NSF Not Supplied<br />
200 Exhibitors<br />
10,000 Attendees<br />
Summit for Advancement Leaders<br />
Council for Advancement<br />
& Support of Education<br />
www.case.org<br />
Mary-Kathleen Todd<br />
<strong>Show</strong> Manager<br />
202-328-5900<br />
7/9/<strong>2009</strong><br />
7/11/<strong>2009</strong><br />
Hyatt Regency San Francisco<br />
San Francisco, CA<br />
7,300 nsf<br />
70 Exhibitors<br />
Attendees Not Supplied<br />
Texas High School Coaches<br />
Association<br />
THSCA<br />
http://coach.thsca.com<br />
Joe Mart<strong>in</strong><br />
Asst. <strong>Executive</strong> Director<br />
512-392-3741<br />
7/19/<strong>2009</strong><br />
7/22/<strong>2009</strong><br />
Aust<strong>in</strong> Convention Center<br />
Aust<strong>in</strong>, TX<br />
NSF Not Supplied<br />
Exhibitors Not Supplied<br />
10,000 Attendees<br />
exhiBition &<br />
Meet<strong>in</strong>g <strong>in</strong>dustry<br />
International Association of<br />
Assembly Managers - Annual<br />
IAAM<br />
www.iaam.org<br />
JoAnn Ramsey<br />
Exhibits Manager<br />
972-906-7441<br />
7/24/<strong>2009</strong><br />
7/28/<strong>2009</strong><br />
Boston Convention<br />
& Exhibition Center<br />
Boston, MA<br />
65,000 nsf<br />
325 Exhibitors<br />
1,400 Attendees<br />
Meet<strong>in</strong>g Professionals International<br />
World Education Congress<br />
MPI<br />
www.mpiweb.org<br />
Jennifer Jordan<br />
<strong>Show</strong> Manager<br />
972-702-3000<br />
7/11/<strong>2009</strong><br />
7/14/<strong>2009</strong><br />
Calv<strong>in</strong> L. Rampton Salt<br />
Palace Convention Center<br />
Salt Lake City, UT<br />
77,000 nsf<br />
600 Exhibitors<br />
4,000 Attendees<br />
TS2 - Total Solutions Market<strong>in</strong>g for<br />
<strong>the</strong> Exhibit & Event Professional<br />
National <strong>Trade</strong> Productions, Inc.<br />
www.ts2show.com<br />
Shauna Peters<br />
Market<strong>in</strong>g Manager<br />
703-706-8215<br />
7/20/<strong>2009</strong><br />
7/23/<strong>2009</strong><br />
McCormick Place<br />
Chicago, IL<br />
40,000 nsf<br />
250 Exhibitors<br />
3,000 Attendees<br />
F<strong>in</strong>AnciAl, <strong>in</strong>surAnce<br />
& legAl services<br />
American Association for Justice -<br />
Annual<br />
AAJ<br />
www.justice.org<br />
Annie Seale<br />
Director of Conventions<br />
800-424-2725 x613<br />
7/25/<strong>2009</strong><br />
7/29/<strong>2009</strong><br />
Hilton San Francisco<br />
San Francisco, CA<br />
15,000 nsf<br />
140 Exhibitors<br />
1,800 Attendees<br />
© <strong>2009</strong>, <strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> magaz<strong>in</strong>e, Carlsbad, CA (760) 929-9604.<br />
Cont<strong>in</strong>ued on page 36<br />
www.<strong>Trade</strong><strong>Show</strong><strong>Executive</strong>.com <strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> <strong>May</strong> <strong>2009</strong> 35
TSE’s <strong>Trade</strong> <strong>Show</strong> Locator<br />
Cont<strong>in</strong>ued from page 35<br />
Provid<strong>in</strong>g Fail-Safe Registration and Lead Retrieval with Passionate Customer Service for over 24 Years<br />
Always Ten Steps Ahead<br />
Visit www.SMART-reg.com or call (888) 999-9169<br />
<strong>Show</strong> Name/Management/Web Address <strong>Show</strong> Manager Dates Venue/City/State Projected Size<br />
F<strong>in</strong>AnciAl, <strong>in</strong>surAnce & legAl services (cont<strong>in</strong>ued)<br />
American Association of Law<br />
Pamela Reis<strong>in</strong>ger<br />
Libraries Annual Meet<strong>in</strong>g<br />
Director of Meet<strong>in</strong>gs<br />
& Conference<br />
312-205-8026<br />
AALL<br />
www.aallnet.org<br />
7/25/<strong>2009</strong><br />
7/28/<strong>2009</strong><br />
Walter E. Wash<strong>in</strong>gton<br />
Convention Center<br />
Wash<strong>in</strong>gton, DC<br />
20,000 nsf<br />
120 Exhibitors<br />
2,000 Attendees<br />
F<strong>in</strong>ancial Management Conference<br />
& Exposition<br />
National Assn. for Home Care & Hospice<br />
www.nahc.org<br />
Sandy Antor<br />
Director, Convention & Meet<strong>in</strong>gs<br />
202-547-7424<br />
7/29/<strong>2009</strong><br />
7/31/<strong>2009</strong><br />
West<strong>in</strong> Boston Waterfront<br />
Boston, MA<br />
6,800 nsf<br />
85 Exhibitors<br />
850 Attendees<br />
NASFAA - Annual<br />
National Assn. of Student F<strong>in</strong>ancial<br />
Aid Adm<strong>in</strong>istrators<br />
www.nasfaa.org<br />
Jennifer Jackson<br />
Dir. of Exhibits & Advertis<strong>in</strong>g<br />
202-785-6946<br />
7/12/<strong>2009</strong><br />
7/15/<strong>2009</strong><br />
Henry B. Gonzalez<br />
Convention Center<br />
San Antonio, TX<br />
50,000 nsf<br />
60 Exhibitors<br />
2,000 Attendees<br />
National Association of Federal<br />
Credit Unions - Annual<br />
NAFCU<br />
www.nafcunet.org<br />
Jerome Bruce<br />
Sr. Mgr. Exhibits & Sponsorships<br />
630-434-7779<br />
7/21/<strong>2009</strong><br />
7/25/<strong>2009</strong><br />
Gaylord National Resort<br />
& Convention Center<br />
Wash<strong>in</strong>gton, DC<br />
50,000 nsf<br />
150 Exhibitors<br />
2,000 Attendees<br />
Food & BeverAge<br />
American Convention of Meat<br />
Processors & Suppliers’ Exhibition<br />
American Association of Meat Processors<br />
www.aamp.com<br />
Jodi Bartlett<br />
Convention Manager<br />
717-367-1168<br />
7/16/<strong>2009</strong><br />
7/18/<strong>2009</strong><br />
Qwest Center Omaha<br />
Omaha, NE<br />
15,000 nsf<br />
110 Exhibitors<br />
1,200 Attendees<br />
American Cul<strong>in</strong>ary Federation<br />
National Convention<br />
ACF<br />
www.acfchefs.org<br />
Debra Bulak<br />
Dir. of Events & Operations<br />
Mgmnt.<br />
800-624-9458 x110<br />
7/11/<strong>2009</strong><br />
7/14/<strong>2009</strong><br />
Orlando World Center Marriott<br />
Resort & Convention Center<br />
Orlando, FL<br />
NSF Not Supplied<br />
150 Exhibitors<br />
2,000 Attendees<br />
Natural Marketplace<br />
New Hope Natural Media,<br />
a Division of Penton Media, Inc.<br />
www.naturalmarketplaceshow.com<br />
Erica Kennon<br />
Account Manager<br />
303-998-9314<br />
7/9/<strong>2009</strong><br />
7/11/<strong>2009</strong><br />
Sands Expo & Convention<br />
Center/The Venetian Resort,<br />
Hotel Cas<strong>in</strong>o<br />
Las Vegas, NV<br />
60,000 nsf<br />
400 Exhibitors<br />
7,500 Attendees<br />
PMA Foodservice Conference<br />
& Exposition<br />
Produce Market<strong>in</strong>g Association<br />
www.pma.com<br />
Jamie Hillegas<br />
<strong>Trade</strong> <strong>Show</strong> Manager<br />
302-738-7100<br />
7/24/<strong>2009</strong><br />
7/26/<strong>2009</strong><br />
Monterey Conference Center<br />
Monterey, CA<br />
14,900 nsf<br />
149 Exhibitors<br />
1,500 Attendees<br />
Texas Food & Fuel Expo<br />
Texas Grocery & Convenience Association<br />
www.txfoodandfuelexpo.com<br />
Dana Fuller<br />
Dir. of Meet<strong>in</strong>gs & Exposition<br />
512-926-9285<br />
7/19/<strong>2009</strong><br />
7/21/<strong>2009</strong><br />
Henry B. Gonzalez<br />
Convention Center<br />
San Antonio, TX<br />
35,800 nsf<br />
253 Exhibitors<br />
1,000 Attendees<br />
governMent & MilitAry<br />
National Association of Counties -<br />
Annual<br />
Corcoran Expositions, Inc.<br />
www.naco.org<br />
Barry Sacks<br />
Exhibits Manager<br />
312-541-0567 x642<br />
7/24/<strong>2009</strong><br />
7/28/<strong>2009</strong><br />
Gaylord Opryland Resort<br />
& Convention Center<br />
Nashville, TN<br />
30,000 nsf<br />
200 Exhibitors<br />
2,000 Attendees<br />
NCSL Legislative Summit<br />
National Conference of State Legislatures<br />
www.ncsl.org<br />
Gene Rose<br />
Director of Communications<br />
303-364-7700<br />
7/20/<strong>2009</strong><br />
7/24/<strong>2009</strong><br />
Pennsylvania Convention<br />
Center<br />
Philadelphia, PA<br />
50,000 nsf<br />
300 Exhibitors<br />
7,000 Attendees<br />
hoMe Furnish<strong>in</strong>gs, <strong>in</strong>terior<br />
design & lAndscAp<strong>in</strong>g<br />
Atlanta International<br />
Area Rug Market<br />
AmericasMart Atlanta<br />
www.americasmart.com<br />
Chas Sydney<br />
404-220-2200<br />
7/12/<strong>2009</strong><br />
7/15/<strong>2009</strong><br />
AmericasMart Atlanta<br />
Atlanta, GA<br />
NSF Not Supplied<br />
Exhibitors Not Supplied<br />
Attendees Not Supplied<br />
AWFS Vegas<br />
Association of Woodwork<strong>in</strong>g<br />
& Furnish<strong>in</strong>gs Suppliers<br />
www.awfsfair.org<br />
Marguerite Hoffman<br />
Vice President, <strong>Trade</strong> <strong>Show</strong>s<br />
323-838-9440<br />
7/15/<strong>2009</strong><br />
7/18/<strong>2009</strong><br />
Las Vegas Convention Center<br />
Las Vegas, NV<br />
350,000 nsf<br />
625 Exhibitors<br />
15,000 Attendees<br />
© <strong>2009</strong>, <strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> magaz<strong>in</strong>e, Carlsbad, CA (760) 929-9604.<br />
36 <strong>May</strong> <strong>2009</strong> <strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> www.<strong>Trade</strong><strong>Show</strong><strong>Executive</strong>.com
Provid<strong>in</strong>g Fail-Safe Registration and Lead Retrieval with Passionate Customer Service for over 24 Years<br />
Flexibility to Handle Your<br />
Unique Requirements<br />
Visit www.SMART-reg.com or call (888) 999-9169<br />
TSE’s <strong>Trade</strong> <strong>Show</strong> Locator<br />
<strong>Show</strong> Name/Management/Web Address <strong>Show</strong> Manager Dates Venue/City/State Projected Size<br />
hoMe Furnish<strong>in</strong>gs, <strong>in</strong>terior design & lAndscAp<strong>in</strong>g (cont<strong>in</strong>ued)<br />
International Society of<br />
Arboriculture - Annual<br />
ISA<br />
www.isa-arbor.com<br />
Mary Beld<strong>in</strong>g<br />
Manager of Meet<strong>in</strong>gs & Events<br />
217-355-9411 x214<br />
7/24/<strong>2009</strong><br />
7/29/<strong>2009</strong><br />
Rhode Island<br />
Convention Center<br />
Providence, RI<br />
125,000 nsf<br />
115 Exhibitors<br />
2,100 Attendees<br />
OFA Short Course<br />
OFA – an Assn. of Floriculture Professionals<br />
www.ofa.org<br />
Wendy McAtee<br />
Director of Expositions<br />
614-487-1117<br />
7/11/<strong>2009</strong><br />
7/14/<strong>2009</strong><br />
Greater Columbus<br />
Convention Center<br />
Columbus, OH<br />
152,116 nsf<br />
566 Exhibitors<br />
9,225 Attendees<br />
Penn Atlantic Nursery <strong>Trade</strong> <strong>Show</strong><br />
Pennsylvania Landscape<br />
& Nursery Association<br />
www.PANTSHOW.com<br />
Sally O’Shea<br />
Event Manager<br />
717-238-1673<br />
7/28/<strong>2009</strong><br />
7/30/<strong>2009</strong><br />
Greater Philadelphia Expo<br />
Center at Oaks<br />
Oaks, PA<br />
90,000 nsf<br />
500 Exhibitors<br />
8,000 Attendees<br />
Jewelry<br />
JA New York Summer <strong>Show</strong><br />
Nielsen Bus<strong>in</strong>ess Media, Inc.<br />
www.ja-newyork.com<br />
Drew Lawsky<br />
Group <strong>Show</strong> Director<br />
646-654-4983<br />
7/26/<strong>2009</strong><br />
7/29/<strong>2009</strong><br />
Jacob K. Javits<br />
Convention Center<br />
New York, NY<br />
160,000 nsf<br />
1,300 Exhibitors<br />
13,000 Attendees<br />
MAnuFActur<strong>in</strong>g & pAckAg<strong>in</strong>g<br />
SEMICON West<br />
Semiconductor Equipment<br />
& Materials International<br />
www.semiconwest.org<br />
Gia Carunchio<br />
Sr. Director, Global Expositions<br />
408-943-6900<br />
7/14/<strong>2009</strong><br />
7/16/<strong>2009</strong><br />
Moscone Center<br />
San Francisco, CA<br />
300,000 nsf<br />
1,200 Exhibitors<br />
25,000 Attendees<br />
MedicAl & heAlthcAre<br />
products<br />
AACC/ASCLS Cl<strong>in</strong>ical Lab Expo<br />
Scherago International<br />
www.scherago.com/cle<br />
Tony Maior<strong>in</strong>o<br />
Sr. Dir., Expositions & Meet<strong>in</strong>gs<br />
201-653-4777 x22<br />
7/19/<strong>2009</strong><br />
7/23/<strong>2009</strong><br />
McCormick Place<br />
Chicago, IL<br />
188,500 nsf<br />
650 Exhibitors<br />
19,500 Attendees<br />
AHRMM’s 47th Annual Conference<br />
& Exhibition<br />
Association for Healthcare Resource<br />
& Materials Management<br />
www.ahrmm.org<br />
TaNisha Williams<br />
Meet<strong>in</strong>g Planner<br />
312-422-3845<br />
7/19/<strong>2009</strong><br />
7/22/<strong>2009</strong><br />
Tampa Convention Center<br />
Tampa, FL<br />
36,000 nsf<br />
240 Exhibitors<br />
1,100 Attendees<br />
American Academy of Dermatology -<br />
Summer Academy Meet<strong>in</strong>g<br />
AAD<br />
www.aad.org<br />
Tim Moses<br />
Dir. of Meet<strong>in</strong>gs & Conventions<br />
847-330-0230<br />
7/29/<strong>2009</strong><br />
8/2/<strong>2009</strong><br />
John B. Hynes Veterans<br />
Memorial Convention Center<br />
Boston, MA<br />
20,000 nsf<br />
180 Exhibitors<br />
3,000 Attendees<br />
American Association of Physicists<br />
<strong>in</strong> Medic<strong>in</strong>e - Annual<br />
AAPM<br />
www.aapm.org/meet<strong>in</strong>gs/09AM<br />
Karen MacFarland<br />
Meet<strong>in</strong>gs Manager<br />
301-209-3382<br />
7/26/<strong>2009</strong><br />
7/30/<strong>2009</strong><br />
Anaheim Convention Center<br />
Anaheim, CA<br />
45,000 nsf<br />
120 Exhibitors<br />
4,000 Attendees<br />
American Hospital Association<br />
Leadership Summit<br />
AHA/Health Forum<br />
www.healthforum.com<br />
Aggie Abb<strong>in</strong>anti<br />
Exhibits Manager<br />
312-893-6844<br />
7/23/<strong>2009</strong><br />
7/25/<strong>2009</strong><br />
Marriott San Francisco<br />
San Francisco, CA<br />
NSF Not Supplied<br />
86 Exhibitors<br />
1,200 Attendees<br />
APMA Annual Scientific Meet<strong>in</strong>g<br />
(“The National”)<br />
American Podiatric Medical Association, Inc.<br />
www.apma.org<br />
Anne Mart<strong>in</strong>ez<br />
Meet<strong>in</strong>g Adm<strong>in</strong>istrator<br />
301-571-9200<br />
7/30/<strong>2009</strong><br />
8/2/<strong>2009</strong><br />
Metro Toronto<br />
Convention Centre<br />
Toronto, ON<br />
NSF Not Supplied<br />
275 Exhibitors<br />
3,200 Attendees<br />
AUSA ILW Army Medical Symposium<br />
& Exposition (MEDCOM)<br />
Association of <strong>the</strong> United States Army<br />
www.ausa.org<br />
Michael Scanlan<br />
Director of Industry Affairs<br />
703-907-2671<br />
7/21/<strong>2009</strong><br />
7/24/<strong>2009</strong><br />
Henry B. Gonzalez<br />
Convention Center<br />
San Antonio, TX<br />
15,000 nsf<br />
100 Exhibitors<br />
1,200 Attendees<br />
Autism Society of America - Annual<br />
ASA<br />
www.autism-society.org<br />
Meg Ellacott<br />
<strong>Show</strong> Manager<br />
302-260-9487<br />
7/22/<strong>2009</strong><br />
7/25/<strong>2009</strong><br />
Pheasant Run Resort & Spa<br />
St. Charles, IL<br />
15,000 nsf<br />
135 Exhibitors<br />
1,800 Attendees<br />
© <strong>2009</strong>, <strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> magaz<strong>in</strong>e, Carlsbad, CA (760) 929-9604.<br />
Cont<strong>in</strong>ued on page 38<br />
www.<strong>Trade</strong><strong>Show</strong><strong>Executive</strong>.com <strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> <strong>May</strong> <strong>2009</strong> 37
TSE’s <strong>Trade</strong> <strong>Show</strong> Locator<br />
Cont<strong>in</strong>ued from page 37<br />
Provid<strong>in</strong>g Fail-Safe Registration and Lead Retrieval with Passionate Customer Service for over 24 Years<br />
Always Ten Steps Ahead<br />
Visit www.SMART-reg.com or call (888) 999-9169<br />
<strong>Show</strong> Name/Management/Web Address <strong>Show</strong> Manager Dates Venue/City/State Projected Size<br />
MedicAl & heAlthcAre products (cont<strong>in</strong>ued)<br />
Florida Dietetic Association - Annual Christ<strong>in</strong>e Stapell<br />
FDA<br />
<strong>Executive</strong> Director<br />
www.eatrightflorida.org<br />
850-386-8850<br />
7/12/<strong>2009</strong><br />
7/15/<strong>2009</strong><br />
Naples Grande Beach Resort<br />
Naples, FL<br />
15,000 nsf<br />
90 Exhibitors<br />
600 Attendees<br />
Health Physics Society - Annual/<br />
American Radiation Safety Conference<br />
Burk & Associates, Inc.<br />
www.burk<strong>in</strong>c.com<br />
Sue Burk<br />
<strong>Show</strong> Manager<br />
703-790-1745 x15<br />
7/12/<strong>2009</strong><br />
7/16/<strong>2009</strong><br />
Hilton M<strong>in</strong>neapolis<br />
M<strong>in</strong>neapolis, MN<br />
NSF Not Supplied<br />
Exhibitors Not Supplied<br />
Attendees Not Supplied<br />
International Conference on<br />
Alzheimer’s Disease (ICAD <strong>2009</strong>)<br />
Alzheimer’s Association<br />
www.alz.org<br />
Darnella Harris<br />
Conf. Services, Reg.<br />
& Travel Logistics<br />
312-335-5833<br />
7/11/<strong>2009</strong><br />
7/16/<strong>2009</strong><br />
Messe Wien Exhibition<br />
and Congress Center<br />
Vienna, Austria<br />
10,000 nsf<br />
70 Exhibitors<br />
4,000 Attendees<br />
LAFP 62nd Annual Assembly &<br />
Exhibition<br />
Louisiana Academy of Family Physicians<br />
www.lafp.org<br />
Mary Ca<strong>the</strong>r<strong>in</strong>e Koonce<br />
Meet<strong>in</strong>g/Event Coord<strong>in</strong>ator<br />
225-923-3313<br />
7/9/<strong>2009</strong><br />
7/12/<strong>2009</strong><br />
L’Auberge du Lac Resort<br />
& Cas<strong>in</strong>o<br />
Lake Charles, LA<br />
14,000 nsf<br />
55 Exhibitors<br />
150 Attendees<br />
National Conference of Family<br />
Medic<strong>in</strong>e Residents & Medical<br />
Students<br />
American Academy of Family Physicians<br />
www.aafp.org/nc09<br />
Kristy Wilson<br />
Convention Operations Dept.<br />
913-906-6222<br />
7/30/<strong>2009</strong><br />
8/1/<strong>2009</strong><br />
Kansas City Convention Center<br />
Kansas City, MO<br />
45,100 nsf<br />
370 Exhibitors<br />
1,500 Attendees<br />
National Medical Association - Annual<br />
NMA<br />
www.nmanet.org<br />
Pat Norman<br />
Dir. of Convention Services<br />
202-347-1895 x250<br />
7/25/<strong>2009</strong><br />
7/29/<strong>2009</strong><br />
Mandalay Bay Hotel & Cas<strong>in</strong>o<br />
Las Vegas, NV<br />
100,000 nsf<br />
80 Exhibitors<br />
6,500 Attendees<br />
National Primary Care Nurse<br />
Practitioner Symposium<br />
Milestone Presentations, LLC<br />
www.nurs<strong>in</strong>g.ucdenver.edu/news/<br />
nursesymposium.htm<br />
Mark Stone<br />
<strong>Show</strong> Manager<br />
800-996-3233<br />
7/16/<strong>2009</strong><br />
7/19/<strong>2009</strong><br />
Copper Conference Center<br />
Copper Mounta<strong>in</strong>, CO<br />
7,500 nsf<br />
100 Exhibitors<br />
1,200 Attendees<br />
Texas Academy of Family Physicians<br />
- Annual<br />
Horizon Meet<strong>in</strong>gs, Inc.<br />
www.tafp.org<br />
Lisa Gallo<br />
Exhibit Sales Coord<strong>in</strong>ator<br />
512-329-8666<br />
7/15/<strong>2009</strong><br />
7/19/<strong>2009</strong><br />
Arl<strong>in</strong>gton Convention Center<br />
Arl<strong>in</strong>gton, TX<br />
24,000 nsf<br />
135 Exhibitors<br />
450 Attendees<br />
World Congress on Heart Disease<br />
International Academy of Cardiology<br />
www.cardiologyonl<strong>in</strong>e.com<br />
Asher Kimchi<br />
Chairman<br />
310-657-8777<br />
7/24/<strong>2009</strong><br />
7/27/<strong>2009</strong><br />
Hyatt Regency Vancouver<br />
Vancouver, BC<br />
NSF Not Supplied<br />
Exhibitors Not Supplied<br />
Attendees Not Supplied<br />
phArMAceuticAls<br />
McKesson Pharmacy<br />
Strategies Conference<br />
McKesson Corporation<br />
www.mckessontradeshow.com<br />
Cynthia Murray<br />
415-983-8778<br />
7/19/<strong>2009</strong><br />
7/23/<strong>2009</strong><br />
Gaylord Palms Resort<br />
& Convention Center<br />
Orlando, FL<br />
NSF Not Supplied<br />
Exhibitors Not Supplied<br />
Attendees Not Supplied<br />
Southwest Rxperts Conference & Expo<br />
Texas Pharmacy Association<br />
www.rxpert.org<br />
police, Fire, security &<br />
eMergency services<br />
Americas’ Fire & Security Expo<br />
ROC Exhibitions<br />
www.americasfireandsecurity.com<br />
Kurt Wehrs<br />
Senior Director, Education<br />
512-615-9179<br />
Bernice Alcantar<br />
Project Coord<strong>in</strong>ator<br />
630-271-8230<br />
7/22/<strong>2009</strong><br />
7/25/<strong>2009</strong><br />
7/28/<strong>2009</strong><br />
7/30/<strong>2009</strong><br />
West<strong>in</strong> Riverwalk, San Antonio<br />
San Antonio, TX<br />
Miami Beach<br />
Convention Center<br />
Miami Beach, FL<br />
NSF Not Supplied<br />
Exhibitors Not Supplied<br />
Attendees Not Supplied<br />
30,000 nsf<br />
200 Exhibitors<br />
4,100 Attendees<br />
Firehouse Expo<br />
Cygnus Expositions<br />
www.firehouseexpo.com<br />
Karen Mahoney<br />
Meet<strong>in</strong>gs Manager<br />
800-827-8009 ext. 3326<br />
7/21/<strong>2009</strong><br />
7/26/<strong>2009</strong><br />
Baltimore Convention Center<br />
Baltimore, MD<br />
120,000 nsf<br />
450 Exhibitors<br />
17,000 Attendees<br />
© <strong>2009</strong>, <strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> magaz<strong>in</strong>e, Carlsbad, CA (760) 929-9604.<br />
38 <strong>May</strong> <strong>2009</strong> <strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> www.<strong>Trade</strong><strong>Show</strong><strong>Executive</strong>.com
Visit www.SMART-reg.com or call<br />
(888) 999-9169<br />
We never<br />
miss a shot<br />
Provid<strong>in</strong>g Fail-Safe Registration and Lead Retrieval with<br />
Passionate Customer Service for over 24 Years<br />
TSE’s <strong>Trade</strong> <strong>Show</strong> Locator<br />
<strong>Show</strong> Name/Management/Web Address <strong>Show</strong> Manager Dates Venue/City/State Projected Size<br />
pr<strong>in</strong>t<strong>in</strong>g, grAphics,<br />
photogrAphy & puBlish<strong>in</strong>g<br />
The A&E, Pr<strong>in</strong>twear and Sign Bus<strong>in</strong>ess<br />
& Digital Graphics <strong>Show</strong>s<br />
National Bus<strong>in</strong>ess Media, Inc.<br />
www.nbmshows.com<br />
Susan Hueg<br />
Director Exhibitions & Events<br />
303-469-0424 x204<br />
7/30/<strong>2009</strong><br />
8/1/<strong>2009</strong><br />
Long Beach Convention<br />
& Enterta<strong>in</strong>ment Center<br />
Long Beach, CA<br />
45,000 nsf<br />
220 Exhibitors<br />
9,500 Attendees<br />
American Library Association - Annual<br />
Hall-Erickson, Inc.<br />
http://exhibitors.ala.org<br />
Paul Graller<br />
VP/<strong>Show</strong> Director<br />
630-434-7779<br />
7/9/<strong>2009</strong><br />
7/15/<strong>2009</strong><br />
McCormick Place<br />
Chicago, IL<br />
150,000 nsf<br />
850 Exhibitors<br />
20,000 Attendees<br />
COMIC-CON <strong>2009</strong><br />
Comic-Con International<br />
www.comic-con.org<br />
religious<br />
International Christian Retail <strong>Show</strong><br />
Christian Booksellers Association<br />
www.christianretailshow.com<br />
David Glanzer<br />
Dir. of Market<strong>in</strong>g<br />
& Public Relations<br />
619-414-1020<br />
Scott Graham<br />
Meet<strong>in</strong>gs & Expositions Dir.<br />
719-265-9895<br />
7/23/<strong>2009</strong><br />
7/26/<strong>2009</strong><br />
7/12/<strong>2009</strong><br />
7/15/<strong>2009</strong><br />
San Diego<br />
Convention Center<br />
San Diego, CA<br />
Colorado Convention Center<br />
Denver, CO<br />
NSF Not Supplied<br />
1,000 Exhibitors<br />
120,000 Attendees<br />
120,000 nsf<br />
400 Exhibitors<br />
10,000 Attendees<br />
National Association of Church<br />
Bus<strong>in</strong>ess Adm<strong>in</strong>istration - Annual<br />
NACBA<br />
www.nacba.net<br />
Ernest<strong>in</strong>e Haas<br />
Conference Manager<br />
972-699-7555<br />
7/17/<strong>2009</strong><br />
7/21/<strong>2009</strong><br />
Long Beach Convention<br />
& Enterta<strong>in</strong>ment Center<br />
Long Beach, CA<br />
NSF Not Supplied<br />
Exhibitors Not Supplied<br />
Attendees Not Supplied<br />
National Association of Pastoral<br />
Musicians - Annual<br />
NPM<br />
www.npm.org<br />
Karen He<strong>in</strong>sch<br />
Exhibits & Advertis<strong>in</strong>g<br />
Manager<br />
503-289-3615<br />
7/6/<strong>2009</strong><br />
7/10/<strong>2009</strong><br />
Donald E. Stephens<br />
Convention Center<br />
Rosemont, IL<br />
NSF Not Supplied<br />
Exhibitors Not Supplied<br />
2,500 Attendees<br />
sport<strong>in</strong>g goods & recreAtion<br />
International Convention of Allied<br />
Sportfish<strong>in</strong>g <strong>Trade</strong>s<br />
American Sportfish<strong>in</strong>g Association<br />
www.ICASTfish<strong>in</strong>g.org<br />
Maria del Valle<br />
ICAST Director<br />
703-519-9691 x240<br />
7/15/<strong>2009</strong><br />
7/17/<strong>2009</strong><br />
Orange County<br />
Convention Center<br />
Orlando, FL<br />
120,000 nsf<br />
350 Exhibitors<br />
7,000 Attendees<br />
The Mar<strong>in</strong>e Aftermarket Accessories<br />
<strong>Trade</strong> <strong>Show</strong><br />
National Mar<strong>in</strong>e Manufacturers Association<br />
www.nmma.org<br />
Stephen Evans<br />
Dir. of <strong>Trade</strong> Events<br />
& Meet<strong>in</strong>g Services<br />
312-946-6238<br />
7/15/<strong>2009</strong><br />
7/17/<strong>2009</strong><br />
Orange County<br />
Convention Center<br />
Orlando, FL<br />
45,000 nsf<br />
300 Exhibitors<br />
2,500 Attendees<br />
Outdoor Retailer Summer Market<br />
Nielsen Bus<strong>in</strong>ess Media, Inc.<br />
www.outdoorretailer.com<br />
Julie Freedman<br />
Operations Manager<br />
949-226-5717<br />
7/21/<strong>2009</strong><br />
7/24/<strong>2009</strong><br />
Calv<strong>in</strong> L. Rampton Salt<br />
Palace Convention Center<br />
Salt Lake City, UT<br />
400,000 nsf<br />
920 Exhibitors<br />
19,500 Attendees<br />
Shreveport Hunter’s Expo<br />
RJ Promotions, Inc.<br />
www.shreveporthuntersexpo.com<br />
Scott McDowell<br />
<strong>Show</strong> Manager<br />
816-676-1200<br />
7/24/<strong>2009</strong><br />
7/26/<strong>2009</strong><br />
Shreveport<br />
Convention Center<br />
Shreveport, LA<br />
NSF Not Supplied<br />
100 Exhibitors<br />
Attendees Not Supplied<br />
toys, hoBBies & giFts<br />
Atlanta International Gift<br />
& Home Furnish<strong>in</strong>gs Market<br />
AmericasMart Atlanta<br />
www.americasmart.com<br />
Jo Ann Miller-Marshall<br />
Senior Vice President<br />
404-220-2200<br />
7/10/<strong>2009</strong><br />
7/14/<strong>2009</strong><br />
AmericasMart Atlanta<br />
Atlanta, GA<br />
430,250 nsf<br />
2,700 Exhibitors<br />
50,000 Attendees<br />
The California Gift <strong>Show</strong><br />
GLM Gift <strong>Show</strong>s,<br />
a dmg world media bus<strong>in</strong>ess<br />
www.californiagiftshow.com<br />
Angelia S<strong>in</strong>gleton<br />
<strong>Show</strong> Director<br />
213-430-2356<br />
7/17/<strong>2009</strong><br />
7/20/<strong>2009</strong><br />
Los Angeles<br />
Convention Center<br />
Los Angeles, CA<br />
185,000 nsf<br />
1,200 Exhibitors<br />
22,000 Attendees<br />
CHA Summer Convention<br />
& <strong>Trade</strong> <strong>Show</strong><br />
Craft & Hobby Association<br />
www.chashow.org<br />
John Erich<br />
<strong>Trade</strong> <strong>Show</strong> Market<strong>in</strong>g<br />
Manager<br />
201-835-1205<br />
7/28/<strong>2009</strong><br />
7/30/<strong>2009</strong><br />
Orange County<br />
Convention Center<br />
Orlando, FL<br />
95,000 nsf<br />
280 Exhibitors<br />
6,000 Attendees<br />
L.A. Gift & Home Market<br />
Merchandise Mart Properties, Inc.<br />
www.lamart.com<br />
Maura Bruton<br />
Public Relations<br />
312-527-4141<br />
7/14/<strong>2009</strong><br />
7/20/<strong>2009</strong><br />
L.A. Mart<br />
Los Angeles, CA<br />
NSF Not Supplied<br />
Exhibitors Not Supplied<br />
Attendees Not Supplied<br />
© <strong>2009</strong>, <strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> magaz<strong>in</strong>e, Carlsbad, CA (760) 929-9604.<br />
Cont<strong>in</strong>ued on page 40<br />
www.<strong>Trade</strong><strong>Show</strong><strong>Executive</strong>.com <strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> <strong>May</strong> <strong>2009</strong> 39
TSE’s <strong>Trade</strong> <strong>Show</strong> Locator<br />
Provid<strong>in</strong>g Fail-Safe Registration and Lead Retrieval with Passionate Customer Service for over 24 Years<br />
Always Ten Steps Ahead<br />
Cont<strong>in</strong>ued from page 39<br />
<strong>Show</strong> Name/Management/Web Address <strong>Show</strong> Manager Dates Venue/City/State Projected Size<br />
toys, hoBBies & giFts (cont<strong>in</strong>ued)<br />
National Tra<strong>in</strong> <strong>Show</strong><br />
Tom Draper<br />
National Model Railroad Association Chairman & General Manager<br />
www.nationaltra<strong>in</strong>show.org<br />
423-892-2846<br />
Visit www.SMART-reg.com or call (888) 999-9169<br />
7/10/<strong>2009</strong><br />
7/12/<strong>2009</strong><br />
Connecticut Convention Center<br />
Hartford, CT<br />
20,000 nsf<br />
200 Exhibitors<br />
20,000 Attendees<br />
OASIS Gift <strong>Show</strong><br />
KKT Event Management, LLC<br />
www.oasis.org<br />
Kristi Thomas<br />
623-236-8040<br />
7/23/<strong>2009</strong><br />
7/25/<strong>2009</strong><br />
University of Phoenix Stadium<br />
Glendale, AZ<br />
240,000 nsf<br />
350 Exhibitors<br />
4,000 Attendees<br />
Western New York Gift <strong>Show</strong><br />
Coral Productions<br />
www.westernnewyorkgiftshow.com<br />
Patti Cartwright<br />
<strong>Show</strong> Manager<br />
585-254-2580<br />
7/26/<strong>2009</strong><br />
7/28/<strong>2009</strong><br />
The Fair & Expo Center<br />
Henrietta, NY<br />
20,000 nsf<br />
100 Exhibitors<br />
2,500 Attendees<br />
trAvel, hotels & restAurAnts<br />
Dest<strong>in</strong>ation Market<strong>in</strong>g Association<br />
International - Annual<br />
DMAI<br />
www.dest<strong>in</strong>ationmarket<strong>in</strong>g.org<br />
Paul Griff<strong>in</strong><br />
Dir. of Meet<strong>in</strong>gs & Events<br />
202-296-7888<br />
7/28/<strong>2009</strong><br />
7/30/<strong>2009</strong><br />
Hyatt Regency Atlanta<br />
Atlanta, GA<br />
NSF Not Supplied<br />
85 Exhibitors<br />
800 Attendees<br />
Hawaii Lodg<strong>in</strong>g, Hospitality<br />
& Foodservice Expo<br />
Douglas <strong>Trade</strong> <strong>Show</strong>s<br />
www.douglastradeshows.com<br />
Kenneth Kanter<br />
<strong>Executive</strong> Director<br />
808-254-1773<br />
7/8/<strong>2009</strong><br />
7/9/<strong>2009</strong><br />
Neal S. Blaisdell Center<br />
Honolulu, HI<br />
65,000 nsf<br />
300 Exhibitors<br />
5,500 Attendees<br />
Louisiana Foodservice Expo<br />
Lousiana Restaurant Association<br />
www.lra.org<br />
Sandy Riddle<br />
VP of Conventions<br />
504-454-2277<br />
7/18/<strong>2009</strong><br />
7/20/<strong>2009</strong><br />
New Orleans Morial<br />
Convention Center<br />
New Orleans, LA<br />
50,000 nsf<br />
300 Exhibitors<br />
14,000 Attendees<br />
NACUFS National Conference<br />
National Association of College<br />
& University Food Services<br />
www.nacufs.org<br />
Sandra Smith<br />
National Conference<br />
Project Manager<br />
517-332-2494<br />
7/8/<strong>2009</strong><br />
7/11/<strong>2009</strong><br />
Midwest Airl<strong>in</strong>es Center<br />
Milwaukee, WI<br />
34,900 nsf<br />
240 Exhibitors<br />
600 Attendees<br />
veter<strong>in</strong>Ary<br />
American Veter<strong>in</strong>ary Medical<br />
Association 146th Annual Convention<br />
AVMA<br />
www.avmaconvention.org<br />
Barbara Federighi<br />
Exhibits & Meet<strong>in</strong>gs Coord<strong>in</strong>ator<br />
847-285-6620<br />
7/11/<strong>2009</strong><br />
7/14/<strong>2009</strong><br />
Wash<strong>in</strong>gton State<br />
Convention & <strong>Trade</strong> Center<br />
Seattle, WA<br />
150,000 nsf<br />
225 Exhibitors<br />
9,500 Attendees<br />
wAter, energy & power<br />
AMTA Conference & Exposition<br />
American Membrane<br />
Technology Association<br />
www.amtaorg.com<br />
Janet Jaworski<br />
Adm<strong>in</strong>istrative Director<br />
772-463-0820<br />
7/13/<strong>2009</strong><br />
7/16/<strong>2009</strong><br />
Hilton Aust<strong>in</strong><br />
Aust<strong>in</strong>, TX<br />
40,000 nsf<br />
80 Exhibitors<br />
500 Attendees<br />
Intersolar North America<br />
Solar Promotion International GmbH<br />
www.<strong>in</strong>tersolar.us<br />
Nicholas Wagner<br />
<strong>Show</strong> Manager<br />
415-248-1257<br />
7/14/<strong>2009</strong><br />
7/16/<strong>2009</strong><br />
Moscone Center<br />
San Francisco, CA<br />
90,000 nsf<br />
400 Exhibitors<br />
15,000 Attendees<br />
Oil Sands Heavy Oil Technologies<br />
PennWell Corporation<br />
www.oilsandstechnologies.com<br />
Bob Tippee<br />
Conference Director<br />
713-963-6242<br />
7/14/<strong>2009</strong><br />
7/16/<strong>2009</strong><br />
Calgary TELUS<br />
Convention Centre<br />
Calgary, AB<br />
8,800 nsf<br />
70 Exhibitors<br />
1,000 Attendees<br />
Rocky Mounta<strong>in</strong> Energy Epicenter<br />
Conference<br />
Colorado Oil & Gas Association<br />
www.energyepicenter.org<br />
Jill McClure<br />
Sr. Vice President<br />
303-861-0362<br />
7/7/<strong>2009</strong><br />
7/9/<strong>2009</strong><br />
Colorado Convention Center<br />
Denver, CO<br />
48,000 nsf<br />
150 Exhibitors<br />
3,000 Attendees<br />
© <strong>2009</strong>, <strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> magaz<strong>in</strong>e, Carlsbad, CA (760) 929-9604.<br />
40 <strong>May</strong> <strong>2009</strong> <strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> www.<strong>Trade</strong><strong>Show</strong><strong>Executive</strong>.com
People<br />
Diane Stone<br />
retired last month<br />
from her position as<br />
COO of The WSA<br />
<strong>Show</strong>, produced by<br />
ENK International<br />
<strong>Trade</strong> <strong>Show</strong>s. Stone<br />
jo<strong>in</strong>ed <strong>the</strong> WSA <strong>in</strong><br />
Stone 2004 and took part<br />
<strong>in</strong> <strong>the</strong> conversion<br />
of <strong>the</strong> association event <strong>in</strong>to a for-profit<br />
venture and later <strong>in</strong> <strong>the</strong> sale of <strong>the</strong> show<br />
to ENK. Reach Diane at (310) 447-<br />
4863 or dianestone42@yahoo.com; or<br />
Carrie Koeturius, director of operations,<br />
The WSA <strong>Show</strong>, at (818) 379-9400 or<br />
ckoeturius@wsashow.com<br />
Sally<br />
Goldesberry, <strong>the</strong><br />
director of meet<strong>in</strong>gs<br />
and exhibitions for<br />
<strong>the</strong> Offshore Technology<br />
Conference (OTC), died<br />
<strong>in</strong> late March after<br />
a short battle with<br />
Goldesberry cancer. Goldesberry<br />
also held <strong>the</strong> position<br />
of senior manager of meet<strong>in</strong>gs and<br />
exhibitions for <strong>the</strong> Society of Petroleum<br />
Eng<strong>in</strong>eers (SPE), which managed OTC on<br />
behalf of 12 sponsor<strong>in</strong>g associations. The<br />
OTC was ranked No. 33 on <strong>Trade</strong> <strong>Show</strong><br />
<strong>Executive</strong>’s Gold 100 roster of <strong>the</strong> largest<br />
trade shows. Goldesberry was active <strong>in</strong><br />
Meet<strong>in</strong>g Planners International and was<br />
<strong>the</strong> MPI International Planner of <strong>the</strong> Year<br />
<strong>in</strong> 2006. Reach Mark Rub<strong>in</strong>, executive<br />
director of SPE at (972) 952.9393 or<br />
execdir@spe.org<br />
Freeman’s longtime<br />
spokeswoman,<br />
Ellen Beckert,<br />
announced her<br />
retirement effective<br />
April 24. A<br />
replacement was not<br />
immediately named.<br />
Beckert<br />
Beckert steps<br />
down as corporate<br />
director, market<strong>in</strong>g communications,<br />
capp<strong>in</strong>g a career <strong>in</strong> which her versatility<br />
<strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> named Kenneth Whitney, as its new<br />
creative director. He will be responsible for all design work on<br />
TSE’s magaz<strong>in</strong>e, directories and website; <strong>the</strong> Gold 100 Awards<br />
Gala & Summit; and all exhibits and promotional materials.<br />
Ken has a 16-year background as an art director. He has served<br />
as creative art director for Streaml<strong>in</strong>e Publish<strong>in</strong>g, Inc.; creative<br />
services director for Hispanic Bus<strong>in</strong>ess magaz<strong>in</strong>e; art director for<br />
Freedom Technology Media Group’s CRM Magaz<strong>in</strong>e; and art<br />
Whitney<br />
director for <strong>the</strong> International Jet Sports Boat<strong>in</strong>g Association.<br />
Dur<strong>in</strong>g his career, Ken won a Jesse H. Neal Certificate of Merit which has been<br />
called <strong>the</strong> Pulitzer Prize of <strong>the</strong> bus<strong>in</strong>ess media; two Maggie Awards; two ASBPE<br />
Awards; and while freelanc<strong>in</strong>g for TSE <strong>in</strong> 2006, won an APEX Award for <strong>the</strong> redesign<br />
of TSE’s directory of <strong>the</strong> World’s Top Convention Centers (WTCC). TSE VP/Publisher<br />
& Editor Darlene Gudea said, “Ken Whitney’s creativity and skill <strong>in</strong> communicat<strong>in</strong>g<br />
visually will be an asset as <strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> cont<strong>in</strong>ues to grow <strong>in</strong> pr<strong>in</strong>t, onl<strong>in</strong>e and<br />
events.” He will focus on expand<strong>in</strong>g <strong>the</strong> capabilities of TSE’s digital edition as well as<br />
TSE’s Gold 100 Awards & Summit. He replaces Tony MacAllister, who left to pursue<br />
o<strong>the</strong>r opportunities. Reach Ken at (760) 929-9564 or kwhitney@tradeshowexecutive.<br />
com; Darlene at (760) 929-9666 or dgudea@tradeshowexecutive.com<br />
allowed her to act as a meet<strong>in</strong>g planner<br />
and travel manager for Freeman, as well<br />
as handle market<strong>in</strong>g and communications.<br />
Beckert jo<strong>in</strong>ed Freeman’s AVW Audio<br />
Visual unit <strong>in</strong> 1977 and worked with<br />
key accounts <strong>in</strong> both exhibitor sales<br />
and hotel events. She jo<strong>in</strong>ed Freeman’s<br />
corporate staff <strong>in</strong> 1983 and shortly<br />
<strong>the</strong>reafter was named project manager<br />
for <strong>the</strong> 1984 Republican National Convention<br />
<strong>in</strong> Dallas. Beckert was president of <strong>the</strong><br />
Dallas chapter of Meet<strong>in</strong>g Professionals<br />
International and has been on <strong>the</strong> Travel,<br />
Exposition and Meet<strong>in</strong>gs advisory board<br />
at Richland College s<strong>in</strong>ce 1993. Reach<br />
Ellen at (214) 445-1151 or ellen.beckert@<br />
freemanco.com<br />
Mark Desautels,<br />
a senior vice<br />
president with CTIA<br />
–The Wireless<br />
Association, died of<br />
an apparent heart<br />
attack March 30<br />
while at <strong>the</strong> group’s<br />
Desautels trade show, CTIA<br />
WIRELESS <strong>2009</strong>.<br />
Desautels, 56, was vice president of<br />
wireless development for CTIA and was<br />
<strong>in</strong>volved <strong>in</strong> <strong>the</strong> selection of speakers and<br />
<strong>the</strong> development of educational sessions<br />
for CTIA Wireless and CTIA Wireless IT<br />
& Enterta<strong>in</strong>ment. Reach CTIA President &<br />
CEO Steve Largent at (202) 736-3200 or<br />
slargent@ctia.org<br />
Hargrove, Inc. named Roger Freeman<br />
national sales executive and Lana<br />
Ostrander director, market<strong>in</strong>g and<br />
public relations. Ostrander was most<br />
recently director, market<strong>in</strong>g and public<br />
relations for <strong>the</strong> Walter E. Wash<strong>in</strong>gton<br />
Convention Center <strong>in</strong> Wash<strong>in</strong>gton, DC.<br />
Freeman came to Hargrove from a senior<br />
sales role with TMA Resources, Inc.,<br />
an association management software<br />
company. He was also a vice president<br />
with The Aaron Group, a trade show<br />
services contractor that was acquired<br />
by Champion Exposition Services <strong>in</strong><br />
2002. Reach Roger at (301) 306-9000 or<br />
rfreeman@hargrove<strong>in</strong>c.com; Lana at (301)<br />
306-4755 or lostrander@hargrove<strong>in</strong>c.com<br />
Freeman<br />
Ostrander<br />
www.<strong>Trade</strong><strong>Show</strong><strong>Executive</strong>.com <strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> <strong>May</strong> <strong>2009</strong> 41
Part<strong>in</strong>g shots<br />
check this out.<br />
The Exhibition Industry Foundation (EIF) received broad-shouldered support<br />
from Chicago <strong>in</strong> <strong>the</strong> form of a $75,000 jo<strong>in</strong>t donation from <strong>the</strong> Chicago<br />
Convention and Tourism Bureau (CCTB) and <strong>the</strong> Metropolitan Pier and<br />
Exposition Authority (MPEA). The ceremonial giant check was presented at <strong>the</strong><br />
PCMA Education Foundation D<strong>in</strong>ner April 15. L-R: CCTB’s Tim Roby; MPEA’s<br />
Juan Ochoa; CCTB Chairman John Patronski of GES Exposition Services;<br />
CEIR’s Doug Ducate; CEIR Chairman Kev<strong>in</strong> Rabbitt of GES; and McCormick<br />
Place’s David Causton.<br />
He Sent Chills<br />
Down her Sp<strong>in</strong>e.<br />
It may have been Spr<strong>in</strong>gtime <strong>in</strong> Wash<strong>in</strong>gton, DC, but<br />
Atlanta’s booth at <strong>the</strong> ASAE event featured Coca-<br />
Cola’s famous Polar Bear giv<strong>in</strong>g a bear hug to TSE’s<br />
Irene Sperl<strong>in</strong>g.<br />
Go<strong>in</strong>g Green.<br />
Advanstar’s Colette O’Donnell; former Questex exec Liz Crawford; and <strong>Trade</strong> <strong>Show</strong><br />
<strong>Executive</strong>’s Darlene Gudea went to <strong>the</strong> Fallbrook, CA Avocado Festival <strong>in</strong> search of a<br />
gastronomic adventure. They got a little more adventure than <strong>the</strong>y barga<strong>in</strong>ed for<br />
after sampl<strong>in</strong>g avocado ice cream at <strong>the</strong> Holy Guaca-Moly booth.<br />
Index to Advertisers<br />
John Butt<strong>in</strong>e Inc.<br />
www.butt<strong>in</strong>e.com. .....................p. 3<br />
CompuSystems, Inc.<br />
www.compusystems.com. .........Cover 3<br />
GES Exposition Services<br />
www.ges.com. ....................Cover 2<br />
Hyatt Corporation<br />
www.hyatt.com. ...................p. 8 & 9<br />
Peoria Area Convention & Visitors<br />
Bureau<br />
www.peoria.org . . . . . . . . . . . . . . . . . . . . . . p. 11<br />
PrivilegedAccess.tv<br />
www.PrivilegedAccess.tv .............p. 17<br />
SMART-reg International, Inc.<br />
www.smart-reg.com. ..............p. 32-40<br />
SMG<br />
www.smgworld.com ..................p. 21<br />
Donald E. Stephens Convention Center<br />
(Rosemont, IL)<br />
www.rosemont.com .............p. Cover 4<br />
<strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong><br />
www.tradeshowexecutive.com ...p. 12 & 13<br />
TS 2 <strong>2009</strong><br />
www.ts2show.com ...................p. 14<br />
42 <strong>May</strong> <strong>2009</strong> <strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> www.<strong>Trade</strong><strong>Show</strong><strong>Executive</strong>.com
What are you th<strong>in</strong>k<strong>in</strong>g?<br />
Long l<strong>in</strong>es are good if people are queued up to spend money <strong>in</strong> your store. But if you’re runn<strong>in</strong>g a trade show,<br />
you want a smooth flow of potential buyers <strong>in</strong> front of your exhibitors. No logjams, no delays, no wait<strong>in</strong>g.<br />
For over 30 years, CompuSystems has been creat<strong>in</strong>g a broad range of trade show systems – <strong>in</strong>clud<strong>in</strong>g our<br />
S<strong>in</strong>gle-Badge Credential System and Express Badge Pickup – designed to elim<strong>in</strong>ate <strong>the</strong> wait. In fact, more<br />
of <strong>the</strong> top 200 trade shows call on CompuSystems’ solutions than anyone else. It all adds up to a better<br />
show for everyone.<br />
Don’t just stand <strong>the</strong>re, call CompuSystems!<br />
www.compusystems.com/pcmadc 708.344.9070
Stephens Center Rosemont, I L<br />
840,000 Sq. Ft. of Exhibit Hall Space<br />
92,000 Sq. Ft. of Flexible Meet<strong>in</strong>g Area<br />
5 M<strong>in</strong>utes from O‛Hare Airport<br />
Easy People to Work With<br />
Low Exhibitor Service Rates<br />
Short Walk to Over 4,000 Hotel Rooms<br />
Money<br />
Smart<br />
(847) 692-2220