the October 2010 Issue in PDF Format - Trade Show Executive

Trade Show Executive
News, Views and Tools for Trade Show and Event Executives October 2010
Chet
Burchett
Investing in Customers,
Staff and Technology
>>Special Report: Gold
Winners on the Red
Carpet at TSE’s Gold
100 Awards & Summit
>>Trade Shows Continue
Upward Momentum in
the Latest TSE Dashboard
4167 Avenida de la Plata, Suite 114
Oceanside, CA 92056
Change Service Requested
>>Fewer Convention Center
Expansions, New Builds
on Drawing Boards
www.TradeShowExecutive.com

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october 2010
VOLUME 11 NUMBER 12
Cover Story
36 Power Lunch with
Chet Burchett
As president of Reed Exhibitions Americas,
Chet Burchett oversees a large portfolio of
over 100 exhibitions and events in North
and South America. He is responsible
for the successful launch of Reed’s pop
culture group, ReedPop, as well as the
company’s move into Brazil. What is his
appetite for risk in 2011?
Photo: Thomas Sanders
36
14
Event Wrap-Up
TRADE SHOW EXECUTIVE’S GOLD 100
AWARDS & SUMMIT
Important takeaways and
memorable moments, including
details on the 15 Gold Grand
Award winners, are featured in
our comprehensive overview of
this year’s Gold 100 Awards &
Summit
42 Special Report
PARDON OUR DUST
Get up to date on
expansions and new builds,
completion dates and
projects on the drawing
board from the latest
edition of TSE’s Semi-Annual
Pardon Our Dust
14 42
http://twitter.com/TradeShowExec
Trade Show Executive, The Gold Standard
Winner of:
Copyright © 2010 by Trade Show Executive (ISSN Number 2151-7568)
October 2010 issue, Volume 11, Number 12. All rights reserved. Trade Show
Executive is published monthly, with additional issues in March, June, September
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written permission of the publisher.
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Design & Illustration
• Best Column
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4 October 2010 Trade Show Executive www.TradeShowExecutive.com

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Contents
october 2010
8 Month in Review
Catch up on the most significant news from the past month
12 Looking Ahead
Keep your eye on these unfolding news stories:
• Legendary COMDEX Reborn as Virtual Show
• UBM has global plans for Canon’s portfolio
• Hotel rates in trade show cities on the rise
• November elections could impact exhibition industry
• UBM Brings EE Times into Brazil market
26 Trending & Spending
Despite a struggling consumer sector, trade shows should
benefit from growing strength in the business sector, although
growth will remain sluggish
30 TSE Dashboard of Trade Show Metrics
for August 2010
Shows held in August continued an upward trend with acrossthe-board
increases. Will trade shows keep up the momentum
going into 2011?
48 ZOOM
TSE’s Trade Show Locator features the most important shows
scheduled in December
53 People in the News
• Christina Condos • Kelly Hyde
• Robin Cornelison • Charlotte Pudney
54 Parting Shots
“The Battle of the Deep South” between the New Orleans Saints
and Atlanta Falcons gave bureau officials a chance to share their
rivalry and celebration with show organizers
54 Index to Advertisers
EDITORIAL & PUBLISHING HEADQUARTERS
Trade Show Executive magazine,
4167 Avenida de la Plata, Suite 114, Oceanside, CA 92056
Tel.: (760) 630-9105 Fax: (877) 483-8912
EDITORIAL & RESEARCH
Darlene Gudea, Publisher & Editor
(760) 630-9111 • darlenegudea@tradeshowexecutive.com
Dana Myers, managing editor
(760) 630-9105 • dmyers@tradeshowexecutive.com
Carol Andrews, Editor-at-large
(562) 505-7903 • carolandrews@tradeshowexecutive.com
Hil Anderson, Senior Editor
(760) 630-9107 • handerson@tradeshowexecutive.com
Renee Di Iulio, Senior Editor
(310) 939-0197 • reneediiulio@tradeshowexecutive.com
Frank Chow, Chief Economist
(760) 630-9111 • frankchow@tradeshowexecutive.com
Bob Dallmeyer, Columnist
(323) 934-8300 • bdallmeyer@tradeshowexecutive.com
Danica Tormohlen, contributing Editor
(816) 803-8103 • danicat@tradeshowexecutive.com
Events
Diane Bjorklund, vice president of events
(630) 312-8915 • dbjorklund@tradeshowexecutive.com
SALES & MARKETING
Irene Sperling, Vice President/associate Publisher
(818) 990-1080 • irenesperling@tradeshowexecutive.com
Linda Braue, Advertising manager
(310) 379-2217 • lindabraue@tradeshowexecutive.com
Rafael Hernández, Business Development director, Latin America
+52 (55) 2455-3545 ext. 117 • Rafa.Hernandezg@meetmcm.com
Quentin Chan, Business Development director, Asia
(852) 23661106 • QuentinChan@leadingm.com
DESIGN & PRODUCTION
Jennifer Rzepka, creative director
(760) 630-9106 • jrzepka@tradeshowexecutive.com
Trade Show Executive Media Group
BOARD OF DIRECTORS
Rick Simon, Chairman of the Board
Mark Feldman, Vice Chairman
Darlene Gudea, President
Joan Feldman, Vice President
Media Partners:
Change of Address and New Subscriptions: Edwin Blanco, Circulation Manager,
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6 October 2010 Trade Show Executive www.TradeShowExecutive.com

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month in review
McCormick Place Passes IMTS Litmus Test
Chicago, IL – The first
IMTS 2010
major trade show held
under the new labor rules at
McCormick Place went off
with few hitches.
The International
Manufacturing Technology
Show (IMTS) took up more
than 1.1 million net square
feet of exhibit space, hosted
82,411 attendees and was
moved in and out on time,
according to Peter Eelman,
vice president of exhibitions
and communications for
the Association for Manufacturing
Technology.
Eelman said after the September
10-15 event that labor’s cooperation
during the show was very satisfactory and
exhibitors reported brisk business. “From
a business standpoint, it was a shot in the
arm that the industry needed,” he said.
Despite some
informational picketing
by the carpenter’s union
during move-out, Eelman
said he anticipated that
union members would
continue to have plenty of
work at McCormick Place.
He predicted that the lower
costs would encourage more
exhibitors to bring in larger
booths to various future
trade shows. They would also
use skilled carpenters rather
than the booth staff to do the
installation. “There will still be plenty
of carpenter work to be done,” he said.
Reach Peter Eelman at (703) 827-5264 or
peelman@amtonline.org
Rosemont Adopts
McCormick Place Work Rules
Rosemont, IL – The Donald E. Stephens Convention Center in Rosemont, IL adopted the socalled
“McPier Legislation” work rules that were so well received in neighboring Chicago.
The center and Rosemont
Exposition Services informed
customers this month that show
services would be provided at the
same reduced hourly labor schedule
as McCormick Place, effective
immediately.
Christopher Stephens, executive
director of the center, said current
union contracts remained intact,
but the center would “continue to
work with the trade unions towards
Donald E. Stephens Concention Center
the permanent adoption of these
changes.”
“Rosemont has a long history of receiving and passing along all savings associated with
the rule changes made in Chicago,” Stephens said.
The Donald E. Stephens Convention Center offers 840,000 square feet of exhibit space
and is tied for 13th place on the Trade Show Executive World’s Top Convention Centers list with
the Jacob K. Javits Convention Center in New York City.
Reach Christopher Stephens at (847) 692-2220 or cstephens@rosemont.com
Freeman Acquires
Las Vegas AV Provider
Encore Productions
Las Vegas, NV – Freeman acquired Encore
Productions, which provides audio-visual
rental offices at 14 properties in Las Vegas.
The terms of the transaction were not
revealed.
Encore Productions will retain its brand
identity and executive leadership.
“Encore will be a part of Freeman’s audiovisual
division,” said Ken Sanders, president
of Freeman Audio Visual. “Freeman’s AV
holdings now position us as the secondhighest
ranking technology supplier in the
industry.”
The deal was announced a month after
Freeman said it had received the audio-visual
contract for the International Consumer
Electronics Show.
Reach Ken Sanders at (214) 623-1300 or
ken.sanders@freemanco.com; Encore CEO
Phil Cooper at (702) 739-8803 or pcooper@
encoreproductions.net
8 October 2010 Trade Show Executive www.TradeShowExecutive.com

San Diego Swings Hotel Deal
to Keep Comic-Con in Town
San Diego, CA – Comic-Con International
agreed to remain in its San Diego birthplace
for three additional years after the city
engineered an agreement with the hotel
industry to set aside more rooms for
attendees.
Comic-Con and the San Diego
Convention Center Corporation (SDCCC)
announced the deal to extend the highprofile
event’s stay in the city through
2015. The deal came after Los Angeles
and Anaheim made strong bids for the
entertainment media event, which had
seemingly outgrown the city’s available
exhibit space and hotel inventory.
Leverage for Expansion Proponents
The agreement appeared to satisfy the
question of accommodations, but not exhibit
space for a show that appears to be evolving
from a fairly informal consumer show into
more of a trade event hinging on well-heeled
and business-oriented exhibiting companies.
The city had used the prospect of losing
Comic-Con, the city’s most visible convention
center event, to win support for a plan to
expand the San Diego Convention Center
beyond its current 615,701 square feet of
prime exhibit space. “San Diego beat out
some stiff competition, and the importance
of expanding the convention center has been
clearly demonstrated,” said SDCC Chairman
Bob Nelson.
The $753 million expansion proposal
likely will face tough sledding in San Diego’s
court of public opinion, at least until the
economy turns around. Land for the project
has been secured and an architectural team
will be selected this Fall. A financing scheme,
however, has not been nailed down, and any
move by the cash-strapped city to earmark
tax revenues for the expansion will likely
have to pass a public vote.
Reach Bob Nelson at (619) 269-7415 or
bnelson@bnassociates.com
Super Power Players: San Diego Mayor Jerry Sanders announces Comic-Con will remain in San Diego
through 2015. (L to R) Wonder Woman; David Glanzer, Director of Marketing and Public Relations for
Comic-Con International; Bob Nelson, Chairman of the San Diego Convention Center Corp. Board of
Directors; Mayor Jerry Sanders, City of San Diego; and Spider Man
www.TradeShowExecutive.com Trade Show Executive October 2010 9

Denver, Salt Lake Convention Centers
Make Green Giant Strides
Denver, CO – September began on a green
note in the West with the awarding of LEED
certification to the Colorado Convention
Center and the launch of a major solar power
installation atop Utah’s Salt Palace Convention
Center.
The Salt Lake City project will be
completed in January and will cover 600,000
square feet of the convention center’s roof.
It has a capacity of 2.6 megawatts, which
would cover about 25% of the center’s power
consumption and double the solar power
capacity of the entire state of Utah.
Scott Beck, president & CEO of the Salt
Lake Convention & Visitors Bureau, said Salt
Lake City’s altitude and average of more than
300 days of sunny skies makes the Salt Palace
a very promising location for solar power. “A
project of this scope and scale helps move Salt
Lake City well down the path of being one
of the nation’s top locations for sustainable
meetings,” he said.
Denver is another sunny, high-altitude
community that is carving out a niche as a
host for green meetings. The city’s Colorado
Convention Center was awarded LEED-
EB (existing building) certification after an
18-month application process.
looking ahead
Lindsey Smith, the center’s
sustainable programs manager, said
the process was not as daunting
as it may have seemed at the start.
The center’s experienced staff and
commitment to “going green” began
in earnest when Denver hosted the
Democratic National Convention in
2008. “We already had some pretty
advanced sustainability programs in
place,” she told Trade Show Executive.
“They [Democratic convention
planners] had pushed it a lot, so I had
justification for saying we needed to
do that.”
Smith said the center had a bit of
a head start on its LEED application
thanks to new restrooms and other
infrastructure that was built in the
2004 expansion. The process also
benefited from an experienced staff, including
a chief building engineer and electrician with
more than 30 combined years on the job.
“We take all our sustainability programs
seriously,” Smith said. “We ask how is it
being efficient? How is it impacting the
environment?”
These questions will continue to be asked
as Denver holds on to its marketing position
as a green-meetings leader, and as it prepares
for recertification in five years. “It requires a lot
of communication with a lot of people and a
lot of monitoring,” she said. Reach Scott Beck
at (801) 534-4911 or sbeck@visitsaltlake.com;
Lindsay Smith at (303) 228-8123 or lsmith@
denverconvention.com
COMDEX Takes its Show on the Virtual Road
Las Vegas, NV – November will see if the COMDEX name still has
its old magic. A virtual version of the landmark computer trade
show takes place November 16-17, not in the blur of the Las Vegas
Strip but in orderly cyberspace where attendees and exhibitors will
mingle via their keyboards.
COMDEX Virtual is a production of two United Business
Media (UBM) divisions: UBM Studios and Everything Channel.
UBM took possession of the COMDEX brand in 2006 when it
acquired MediaLive International.
In the run-up to the event, it appeared that COMDEX still
Mackenzie
Colorado Convention Center
Salt Palace Convention Center
holds some cache. “We are finding that
open rates for our COMDEX Virtual email
campaigns to both solution providers
and vendors are 25% to 40% higher
than for our other campaigns,” said Lisa
Mackenzie, senior vice president of events
at Everything Channel. “The higher open
and response rates for this virtual event
attest to the recognition and interest in the
COMDEX brand.”
10 October 2010 Trade Show Executive www.TradeShowExecutive.com

Mackenzie told Trade Show Executive
the show was expected to meet projections
of 10,000 attendees and would see
multiple visits from attendees dropping
in for different speakers. “On the live
event days, we are expecting to host 3,500
attendees; however, initial response rates
are 50% higher than for our other virtual
events, so we could exceed that number,”
she said.
Global Connections. The exhibit hall will feature booths and pavilions
where technology vendors can connect with customers from around
the world.
Virtual Vegas. The virtual event will feature the neon lights of Las
Vegas — without the crowds.
Private Party. Vendors can host private meetings, briefings and
social gatherings in virtual hospitality suites.
The COMDEX name remains one
of the most recognized in exhibition
industry lore. The Las Vegas event rode the
technology boom from 1979 until 2003,
when it folded. At its height, COMDEX
was truly a “must-attend” event that drew
200,000 technocrats.
The post mortem concluded the cause
of death was a combination of a downturn
in the technology field and a loss of focus
on customer service. “The
original COMDEX died
because it stopped serving its
core customers,” said UBM
CEO David Levin. “We are
giving COMDEX a future by
going back to its past.”
Levin said COMDEX
Virtual would be more
focused on the buyers
and sellers of information
technology products and
services. Following the
virtual show playbook,
attendees will log in
and find themselves in
virtual Vegas and a digital
convention center built
on an INXPO platform.
There are separate “halls”
where exhibitors, speakers
and various technical and
business sessions can be
found. The noise level
is much lower than the
COMDEX of years past.
There are also “hospitality
suites” where exhibitors
and customers can type out
private conversations.
Levin said that if
anyone can restore
COMDEX to its former
glory in a digital
environment, it’s UBM.
The company ran 38
virtual events, including
trade shows in 2009. Reach
David Levin at +44 (0) 20
7921 5000 or david.levin@
ubm.com; Lisa Mackenzie
at (949) 223-3627 or lisa.
mackenzie@ec.ubm.com
www.TradeShowExecutive.com Trade Show Executive October 2010 11

Exhibition Industry has Stake
in November Election
Laguna Niguel, CA – The November elections
across the U.S. will result in some new faces
on Capitol Hill and City Hall for trade show
organizers and contractors to deal with.
The “Burning Issues” panel at the recent
Trade Show Executive Gold 100 Awards &
Summit touched on the political climate
in the U.S. While the future of the overall
economy remained the major question, other
issues were also in play including union card
checks, government travel, and cash-strapped
local treasuries tapping into hotel room tax
revenues.
“
With new people
in government,
there could be a
whole new way of
doing business.
”
John Patronski,
executive v i c e p r e s i d e n t
g lo b a l experience s p e c i a l i s t s (g e s )
“If you take it down to the state and local
levels, there will be a lot more impact,” said
John Patronski, executive vice president of
Global Experience Specialists (GES).“With
new people in government, there could be a
whole new way of
doing business.”
Patronski
said candidates
supported by labor
could be more
inclined to back
unions when it
came to organizing
convention center Shapiro
employees and allowing nonunion
contractors. There
was also the controversial
issue of card check,
which in theory makes it
easier for employees of a
company to join a union.
Labor-friendly
politicians will also
likely play a key role in
any efforts to reform
work rules and wages at
convention centers.
Jim Reilly, trustee of Chicago’s
Metropolitan Pier & Exposition Authority,
said the fierce competition among venues and
the welcome economic impact of trade shows
made it unlikely many politicians would risk
their necks protecting untenable work rules.
He pointed to the relatively easy passage of
sweeping labor reforms at McCormick Place.
“Many Illinois state legislators are pro-union,
but they couldn’t let that get in the way,” Reilly
said. “It wasn’t an ‘anti-union’ legislature that
passed this.”
A new crop of mayors, governors and
members of Congress also offered the trade
show industry new opportunities to spread
the word about the vital role exhibitions play
in the overall economy. “We always try to
bring elected officials to our events,” said panel
moderator Gary Shapiro, president and CEO
of the Consumer Electronics Association.
“And there are members of Congress who do
understand what it is we do.”
Patronski
Reilly
The panel agreed, however, that elected
officials needed to be made more aware of the
economic impact trade shows have beyond
room nights and cab rides. Trade shows can
have a nationwide benefit in the form of new
orders for U.S. companies. “We have to talk
about more than the economic impact on the
host city,” said Mary Pat Heftman, executive
vice president of conventions for the National
Restaurant Association. “We don’t talk enough
about that flow-through.” Jim Rooney,
executive director of the Massachusetts
Convention Center Authority, agreed. “People
think we’re in the tourism industry, with a
focus only on heads in beds. And we’re often
guilty of promoting that narrow view.”
Reach: John Patronski at (773) 284-5398
or jpatronski@ges.org; Gary Shapiro at (703)
907-7610 or gshapiro@ce.org; Jim Reilly at
(312) 791-6288 or jreilly@mpea.com; Mary Pat
Heftman at (312) 853-2525 or mheftman@
restaurant.org ; Jim Rooney at (617) 954-2122
or jrooney@massconvention.com
Heftman
Rooney
12 October 2010 Trade Show Executive www.TradeShowExecutive.com

Hotel Rates on the Rise
Dallas, TX – Hotel room rates in major U.S.
trade show cities are starting to increase
after last year’s record lows regardless of
any concerns about sluggish attendance at
exhibitions.
The September 2010 Hotel Price Index
issued by Hotels.com revealed a 2% increase
in the average price for a room night in the
first half of the year. That was the first overall
increase in the index since the end of 2007.
Room rates in major business cities, such
as New York, London and Singapore, saw
significant rate hikes, said Victor Owens, vice
president of marketing for Hotels.com. “The
return of corporate travel, more so in North
America than in Europe, continues to be the
key factor in stabilizing room rates,” he said.
Rates in Orlando and San Diego fell
slightly while Chicago held steady.
Average room rates in the Second Quarter
included:
• New York: $224 ($199 in 2009)
• Washington, DC: $195 ($144)
• Boston: $160 ($158)
• Orlando: $88 ($93)
• Chicago: $137 ($137)
• Las Vegas: $91 ($85)
• Atlanta: $105 ($100)
• Dallas: $114 ($102)
• San Diego: $121 ($127)
Reach Victor Owens at (214) 361-7311 or
vowens@hotels.com
UBM Poised to Take Canon Global
London, UK – United Business Media (UBM)
was poised to take over the reins of Canon
Communications LLC this
Fall and begin the process of
expanding Canon’s successful
portfolio of medical device and
manufacturing trade shows
overseas.
UBM agreed in September
to acquire Canon from Apprise
Media and Spectrum Equity for
$287 million.
Levin
UBM leadership said it
saw a lot of potential for global expansion
of Canon’s medical device portfolio, which
includes MEDTEC and the MD&M brands.
UBM’s outlook for the medical device
industry in hot growth markets such as
China and India — where UBM is already
positioned in the electrical engineering sector
— is decidedly bullish. “Canon’s brands and
our worldwide infrastructure offer us exciting
growth opportunities,” said David Levin, CEO
of UBM.
The medical device sector, according
to UBM, is projected to grow 6% globally
between 2009 and 2012 and 10% in the Asia-
Pacific region. Canon’s strategy of regional
events with multiple co-located shows is also
projected to play well in developing nations
where manufacturing is on the rise and
flexibility in the makeup of a new trade show
could be an attribute.
There were no
announcements from UBM on
specific launches in the wake of
the acquisition announcement.
As for Apprise Media,
Chairman and CEO Charles
McCurdy said the firm was
focused on transitioning Canon
into the UBM family and was
again on the lookout for new
opportunities in the B-to-B media sector as
the industry regroups from the recession.
Reach David Levin at +44 (0) 20 7921
5000 or david.levin@ubm.com; Charles
McCurdy at (310) 445-4200 or charles.
mccurdy@cancom.com
Looking Ahead
identifies the people,
products and places to
keep your eye on in the
days and weeks ahead
as more news is about
to unfold. Contact me
with alerts and news in
advance at (760) 630-
9107 or handerson@
tradeshowexecutive.com
Hil Anderson
s e n i o re d i to r
www.TradeShowExecutive.com Trade Show Executive October 2010 13

Trade Show Executive Gold 100 Awards & Summit
Trade Show Executive Honors
Top Achievers, Brings Future into
Focus at Gold 100 Awards & Summit
By Hil Anderson, s e n i o re d i to r
Laguna Niguel, CA – At Trade Show Executive’s
Gold 100 Awards Gala & Summit September
22-24, it was “all about them” and “all for
them” as Trade Show Executive and 31
sponsors honored the organizers of the
100 largest trade shows setting the Gold
standard for the trade show industry.
With the Pacific Ocean as the backdrop
and the five-star Ritz-Carlton as the site,
the high-powered gathering celebrated
the newest crop of trade show
superstars and tackled the industry’s
burning issues.
“2009 was a tough year,” said
Darlene Gudea, president of Trade
Show Executive Media Group. “Those
that held on to their Gold 100 rankings as
well as the newcomers to the list all deserve
special recognition.” TSE also presented
Gold Grand Awards to show organizers in 15
categories, ranging from those at the forefront
of technology to those who defied gravity,
experiencing growth when a decline of 10%
was the “new normal.”
The Mega Shows
Actor Michael Villani engaged and
entertained the audience as the Gold 100
emcee for the second year in a row. The
“Largest Annual Trade Show” award went
to the International Consumer Electronics Show
(CES) for the third year in a row. The giant
technology show spanned 1.7 million net
square feet (nsf) of exhibit space. The
Gold Grand Award for the “Largest Non-
Annual Trade Show” was presented to the
biennial International Construction & Utility
Equipment Exposition (ICUEE) with 1.1 million
nsf. Advanstar’s MAGIC Marketplace was
honored as the “Largest Semi-Annual Trade
Show,” with its February and August shows
totaling 1.3 million nsf.
Growth Leaders
Las Vegas Market/Fall increased 230%
in nsf, winning the Gold Grand Award for
the “Most Dramatic Growth in Net Square
Feet.” Solar Power International grew exhibitors
by 118%, winning for the “Most Dramatic
Growth in Exhibitors.” Reed Exhibition’s
Book Expo America jumped 67% in attendance,
and captured the award for the “Most
Dramatic Growth in Attendance.”
Top Organizer
Reed Exhibitions is a global powerhouse,
the largest show organizer in the world, with
440 events in 39 countries. Reed also reigns
supreme domestically, and at the Gold Gala,
Reed was honored as the “Leading Show
Organizer in 2009” for producing the most
Gold 100 shows. Reed organized eight shows
on the Gold 100 roster, including the SHOT
Show (#13), as well as the JCK Show – Las
Vegas (# 28) and the National Hardware
Show and Lawn & Garden World (#26).
Each of these three shows covered more
than a half million nsf.
Broadest Reach
The “Leading Brand of 2009” went
to Canon Communication’s Medical Design
& Manufacturing (MD&M) and MEDTEC
shows for the second time in three years.
Canon’s co-location strategy has grown the
events to four in the U.S., including two with a
Gold 100 ranking. MEDTEC shows were held
in China, Japan and four European nations
and may expand further as the medical-device
industry continues to grow.
Biggest Spenders
The “Highest Economic Impact of 2009”
was awarded to the Radiological Society of North
America (RSNA) Scientific Assembly & Annual
Meeting. Drawing 57,000 delegates, the RSNA
show did not have the highest attendance of
the Gold 100, but the doctors in attendance
were big-time spenders and pumped $123
million into the Chicago economy a week after
Thanksgiving — a time when trade shows
and tourism fall into a lull.
Global Giant
The “Highest Global Participation in
2009” went to the National Association of
Broadcasters whose NAB Show drew more
than 22,000 visitors from 160 nations. This
14 October 2010 Trade Show Executive www.TradeShowExecutive.com

Trade Show Executive Gold 100 Awards & Summit
‘Three-Peat.’ Gary Shapiro, president & CEO of the Consumer
Electronics Association, accepts the Grand Award for the “Largest
Annual Trade Show” for the third year in a row. The International
Consumer Electronics Show also won a Grand Award for the
“Leader in Green Initiatives.”
High IQ. ICUEE, the biennial International Construction
Utility Equipment Exhibition, won a Grand Award
as the “Largest Non-Annual Trade Show.” The Association
of Equipment Manufacturers’ Melissa Magestro
accepts the trophy from PRG’s Jim Kelley, a gold-level
sponsor of the gala.
This MAGIC Moment. Advanstar’s
Executive VP Danny Phillips accepts
a Grand Award for the “Largest Semi-
Annual Show” on behalf of MAGIC
Marketplace.
means that one out of every four attendees
walking the aisles of the NAB Show was a
visitor from outside the U.S.
Creative and Technology Powerhouses
Other shows were noted for their skillful
implementation of bold new ideas and
cutting edge technology. Hanley Wood’s JLC
Live earned the “Most Innovative Practices”
award for creating mini-job sites at the show
for the residential construction industry; for
introducing the “Customer Appreciation Day”
for lumberyards, which drew qualified buyers
and generated 12% of the registrants overall;
and for launching the “Connection Point
Portal” for exhibitors, which was pre-populated
with exhibitor’s financial history and past
orders, making it easier to submit contracts and
make payments with a credit card.
Reed Exhibitions was applauded for being
“At the Forefront of Technology” with its
Reed Touch ® Mobile App. It is a very robust
offering that puts the entire event in the palm
of the hands of attendees and exhibitors, and
gives the user access to all services at all times.
It is further integrated with Reed’s vendors
and partners, which means event registration
and hotel confirmations can be sent to an
attendee’s mobile phone and then presented
during check in. In addition to numerous
other features available now, Reed has other
ideas in the works for rollout in 2011.
Continued on page 16
Thrice as Nice. Reed Exhibitions won three Grand
Awards at the Gold 100 Awards Gala this time
around. Chet Burchett, president of Reed Exhibitions
Americas, accepts the crystal trophy earned by
Reed as the “Leading Show Organizer of 2009.”
Innovation Station. Dana Teague, group
director of Hanley Wood Exhibitions, accepts
the award for the “Most Innovative Practices”
for JLC Live. She is flanked by Gold Gala
sponsor Gary Sain of the Orlando/Orange
County Convention & Visitors Bureau.
One Last Look. Before opening the door to honorees at the
Gold 100 Awards ceremony, TSE’s Darlene Gudea and Diane
Bjorklund take one more admiring look at the spectacular table
settings and floral décor arranged by Victoria’s Event Productions,
a bronze-level sponsor.
www.TradeShowExecutive.com Trade Show Executive October 2010 15

Trade Show Executive Gold 100 Awards & Summit
Hey Big Spender. RSNA’s Tom Shimala
accepts the Gold Award for the “Highest
Economic Impact.” The 2009 RSNA Scientific
Assembly was worth $123 million
to the city of Chicago, one reason why
the CCTB’s David Sargent is smiling.
‘Touchy’ Situation. Reed Exhibitions Senior VP Ken McAvoy
(center) accepts the Grand Award for the Reed Touch ® Mobile
app in the category of “At the Forefront of Technology.” With him
are SMG’s Neil Mullanaphy (L) and Gregg Caren (R).
Watching the Show to Watch. Emily Easley,
director of membership and events for Solar Power
International, appeared in a video feed to accept two
Grand Awards on behalf of her show. The solar energy
show was honored for “Most Dramatic Growth in Exhibitors”
and was also named “The Show to Watch.”
Continued from page 15
Green Giants
New Hope Natural Media’s Natural
Products Expo East and West tied with
the Consumer Electronics Association’s
International Consumer Electronics Show (CES)
for the “Leader in Green Initiatives” award.
“We collaborate with our partners to offer
attendees and exhibitors as many sustainable
options as possible,” said Gary Shapiro,
president and CEO of the CEA. “Being
identified as the leader in green initiatives
Medical Wonder. Charles McCurdy, CEO of Canon Communications,
accepts the Grand Award for the “Leading Brand of
2009” for the series of Medical Design & Manufacturing shows
on three continents. With him are Rosemont’s William Anderson
(L) and Chris Stephens (R).
by an objective third party is significant. We
hope to set a standard for green practices in
the trade show community,” he said.
Most Likely to Succeed
Solar Power International made an impressive
debut in the Gold 100 Awards in 2010, not
only for capturing top honors for the “Most
Dramatic Growth in Exhibitors” early in the
evening, but also for grabbing the spotlight
at the end of the ceremony by earning the
“The Show to Watch” award. The award
was given this year to the show most likely to
Toy Story. TSE’s Darlene Gudea presents the Gold Grand
Award to the Toy Industry Association’s Marian Bossard
and Carter Keithley for succeeding “Against all Odds” when
the American International Toy Fair faced challenges from
every direction.
succeed in the coming years. In 2009, Solar
Power International grew 197% in nsf, 118% in
number of exhibitors and 20% in attendance.
“Solar power has become a major force in the
world economy,” said Gudea.” If trade shows
are indeed a reliable indicator of the health
of an industry, then this show is clearly in
the right place at the right time with the right
management.”
Debate and Discussion at Gold Summit
“A recurring theme at both the Gold 100
Awards ceremony and the Gold 100 Summit
was the need to be nimble in
a changing environment,” said
Diane Bjorklund, VP of events
for Trade Show Executive. “The
industry’s top performers
illustrated the ability not only to
adapt and roll with the punches,
but also to evolve and innovate,”
she said.
The recession was a setback
for the exhibition industry but
it was by no means a crippling
blow. Tight budgets, higher
travel expenses and the increased
availability of virtual technology
did not tarnish the value of faceto-face.
Drawing a comparison,
Tom Sherak, president of
Continued on page 18
16 October 2010 Trade Show Executive www.TradeShowExecutive.com

800-317-7724 / 702-794-2492
www.victoriasproductions.com.

Trade Show Executive Gold 100 Awards & Summit
On the Red Carpet. All decked out for the Awards
gala are honoree Warren Sellers of Sellers Expositions;
speaker Aaron Bludworth, Fern Exposition &
Event Services; sponsor Amy Riley, Las Vegas CVA;
honoree Larry Schur, All Baby & Child, Inc.; and honoree
Robert Harar, National Trade Productions.
Making their Entrance. Heading into the Gold 100
Awards ceremony are (L to R) David Loechner and
Lori Jenks of Nielsen Expositions and Judy Chambers
and Craig Erlanger of the Las Vegas Convention &
Visitors Authority.
Be My Guest. The New
Orleans CVB’s Sallee Pavlovich
announces the winner
of a trip to the Crescent City
and its world-renowned
jazz festival. [Danny Phillips,
executive VP of Advanstar,
was the lucky winner.]
The Midas Touch.
Clutching the Oscar Award
during the pre-gala celebration
may have led to a Gold
Grand Award later that evening
for Nancy Walsh, executive
VP of Reed Exhibitions.
Reed’s Book Expo America
won for the “Most Dramatic
Growth in Attendance.”
Continued from page 16
the Academy of Motion Picture Arts and
Sciences, said in his keynote address that
people still enjoy going to the theater even
though technology makes it cheaper and
easier to watch movies at home.
“The next generation is changing
everything,” he said, responding to a
question posed by moderator Darrell
Denny, senior VP of business development
for Nielsen Expositions. “They see things
differently and communicate differently
— and you have to change to give them
what they want.” Sherak shared ideas on
how the “other” show biz secures funding
for its grand ideas, manages cost overruns,
Tug of War. Karen Malone and Elli Riley of the Healthcare Information &
Management Systems Society (HIMSS) win the Oscar for the best smile at the
Gold Gala.
and builds suspense and surprise to keep
the audience coming back for more. He
also brought along a popular sidekick — an
Oscar statuette, which was a popular prop
for snapshots during the pre-Gala reception
in the Ritz-Carlton’s Monarch Courtyard.
Different Business Model Evolving
Any growth in 2009 would be impressive,
according to the sentiment of the many
knowledgeable speakers who shared their
insights at the Gold 100. They pointed out that
2009 was the bleakest year of the recession
that abruptly derailed what had been a great
upward trend in the middle of the decade.
A year ago, TSE Chief Economist Frank
Chow predicted at the Gold
100 Summit that an economic
recovery would radiate into
the trade show world by the
end of 2010, although the
recovery would be anemic.
An informal audience poll
at this year’s “Trending &
Spending” session found
that the majority believe
that booth space sales and
attendance growth lags the
economy by six months to
a year. And although trade
shows are racking up some
good growth figures, the
audience felt that space sales
and other show metrics would not return to
their high-water mark until the first half of
2011 or later, said Gudea, moderator of the
session.
From his experience as an organizer
of shows directed to the retail sector, Alan
Steel, president of GLM, said exhibitors were
indeed contracting less exhibit space, but at
least they were still in business. “We’re not
seeing a drop in the number of exhibitors,”
he said. “When their confidence improves,
we should see more spending on the show
floor.” He also noted that some GLM shows
have a virtual audience that exceeds on-site
attendance.
“Across the 200 shows that we provide
registration for annually, there’s been a 2%
increase in attendance in 2010,” said Pat Fallon,
vice president of business development
for CompuSystems, Inc. “The number of
qualified buyers is increasing, while registration
of exhibitor personnel is down.” Fallon said
the medical sector is strong, but food and
construction shows are still impacted.
As COO of one of the nation’s largest
service contractors, and a past chairman of
ESCA, the Exhibition Services & Contractors
Association, Aaron Bludworth of Fern
Exposition & Event Services said the number
of exhibiting companies is holding steady,
while nsf is down some. He is seeing some
upward movement. “Freight was way down
Continued on page 20
18 October 2010 Trade Show Executive www.TradeShowExecutive.com

Trade Show Executive Gold 100 Awards & Summit
(L to R) Diane Bjorklund, VP of events for Trade
Show Executive; Jane O’Connor, VP of events for
American Business Media; Joe Loggia, president &
CEO of Advanstar Communications
Kim and Howard Brit of Premier Show Group and
Tammi Runzler, senior VP of the Orlando/Orange
County Convention & Visitors Bureau
TSE staff: Hil Anderson, senior editor; Linda Braue,
advertising manager; Darlene Gudea, president; Danica
Tormohlen, contributing editor; Dana Myers, managing editor;
Irene Sperling, VP/associate publisher; Jennifer Rzepka,
creative director; Carol Andrews, editor-at-large; and Diane
Bjorklund, VP of events
Charles McCurdy, CEO of Canon Communications; Lisa
McCurdy; and Mark Salesses, national sales executive of
Hargrove, Inc.
Marguerite Hoffman, VP of trade shows for the Association
of Woodworking & Furnishings Suppliers and Hil
Anderson, TSE senior editor
Dan Hobgood, senior marketing director of SEMA;
Denise Paccione, president of Marketing Design Group;
and Gary Vigil, trade show director of SEMA
Nancy Walsh, executive VP of Reed Exhibitions and
Victoria Papageorge, president of Victoria’s Event
Productions
Tom Shimala, director of technical exhibits for the
Radiological Society of North America and Marco
Parrotto, national sales executive, Hargrove, Inc.
Marian Bossard, VP of meetings & events for the
Toy Industry Association, and Rose Dubrovich,
senior VP of sales for onPeak
www.TradeShowExecutive.com Trade Show Executive October 2010 19

Trade Show Executive Gold 100 Awards & Summit
No Business like Show Business. Darrell Denny (L), senior VP of business development for Nielsen
Expositions, engages in a lively discussion with keynote speaker Tom Sherak, president of the Academy of
Motion Picture Arts & Sciences, on what trade show directors can learn from Hollywood show directors.
Continued from page 18
early on, but it’s bounced back recently.”
“Business travel is back, and occupancy is
up,” said Gary Sain, president of the Orlando/
Orange County CVB. However, Sain noted
the increasing problem of attendees booking
outside the room block. “In general, 20% to
30% of attendees are going around the block.
In cities such as Orlando, New York and Las
Vegas with a large room inventory, it’s harder
to get attendees to book inside the block. Show
organizers are offering incentives, such as
transportation, to keep attendees in the block.”
Recipe for New Economy Includes
a Dash of Technology
The new paradigms cropping up in
corporate America have certainly caused
trade show organizers to become both
reactive and proactive.
During the “Innovation & Idea Lab”
session, moderator Chris Brown, executive
vice president of conventions and business
operations for the National Association of
Broadcasters, led a discussion on driving
attendance, developing new business models
and enhancing the show experience. To build
attendance for the Metropolitan Cooking &
Entertaining Show, Founder and President Denise
Medved used triggered emails to the show’s
opt-in list to double its sales conversion rate
from 4% to 8%. The emails included messages
that were similar to Groupon, with special
offers and discounts that expired quickly.
For the BIO International Convention, Robbi
Lycett, vice president of conventions and
conferences for the Biotechnology Industry
Organization (BIO), has found LinkedIn to
be particularly effective in building the show’s
attendee database. Of the group’s 9,600
LinkedIn members, 90% were new prospects
not in the existing database.
The speakers also discussed new business
models they’re testing to generate revenue in
addition to exhibit space. At the Healthcare
Information and Management Systems
Society (HIMSS), Karen Malone, vice
president of meeting services, sold meeting
space off the show floor. Companies without
products, such as recruiting companies, were
offered flexible rental options, from half-day
to full conference, based on their specific
needs. “We sold out the space, and we’ll be
expanding the area next year,” said Malone.
At BIO, Lycett will test paid webcasts in
a hybrid format with recorded sessions from
the event, which are enhanced with a live
Q&A. Users can listen to the top ten sessions,
view PowerPoints, discuss what’s happened
since the presentation, and ask questions
of the speakers. “Next year, we’ll target job
functions and titles to better promote and
market the webinars,” said Lycett.
To enhance the show experience, BIO
has developed proprietary partnering software
to match companies with potential investors,
partners and collaborators. Users create
dynamic profiles and request partnering
meetings on site. Show management set up
about 400 meeting rooms on the exhibit floor
for potential partners to meet in 30-minute
increments. “Last year, we had 14,500
partnering meetings,” said Lycett. “In 2010,
we had more than 17,000. While it hasn’t been
a big revenue generator, it’s been a draw to get
C-level executives to the show.”
Malone said sometimes show organizers
overlook their own human capital. “At
HIMSS, the entire events team is required
to work together to come up with revenueproducing
ideas.” In addition, managers
are rotated annually to different areas, such
as marketing, operations and housing so
that after a few years staff members are
Continued on page 22
Forecasting the Future. Reading the tea leaves in the “Trending & Spending” session were TSE Chief
Economist Frank Chow (L); Aaron Bludworth, COO of Fern Exposition & Event Services; Pat Fallon, VP of
business development, CompuSystems, Inc.; Alan Steel, president of GLM; and Gary Sain, president & CEO
of the Orlando/ Orange County Convention & Visitors Bureau.
20 October 2010 Trade Show Executive www.TradeShowExecutive.com

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www.TradeShowExecutive.com Trade Show Executive October 2010 21

Trade Show Executive Gold 100 Awards & Summit
Continued from page 20
fully trained and well-rounded convention
managers, she said.
Idea People. Moderator Chris Brown (L), executive VP of the National Association of Broadcasters,
leads a team of three in the session, “Innovation & Idea Lab.” Denise Medved, president of the Metropolitan
Cooking & Entertaining Show; Robbi Lycett, VP of BIO; and Karen Malone, VP of HIMSS, discuss creative
approaches to building revenue and increasing customer satisfaction.
Navigating the Crisis. Advanstar Show Director Liz Crawford (L) leads the discussion on strategies that
worked and those that fell short as show organizers attempted to outmaneuver challenges in the changing
business environment. The “Strategies for Success” panel also included Kevin Johnstone, director of trade
shows for NAMM and Phil McKay, executive VP of Questex Media Group.
Power Lunch. TSE columnist Bob Dallmeyer talks with Chet Burchett, president of Reed Exhibitions Americas, on
his appetite for risk in the current business environment during the “Power Lunch” session sponsored by Freeman.
No Time to Hunker Down;
Execs Need to Look Ahead
In the “Strategies for Success” session,
Liz Crawford, show director for Advanstar’s
International Licensing Show and her panel
discussed strategies that worked, and some
“not so much.” Even though there are no
guarantees that new ideas will translate into
bigger and more-profitable shows, it is critical
that show managers continuously innovate
and take calculated risks.
“We are at a crossroads,” said Kevin
Johnstone, director of trade shows for
NAMM, The International Music Products
Association. “The recession has given people
the opportunity to do some new thinking.”
Some of that thinking, Johnstone said, came
from some exhibitors who decided that
skipping a trade show for a year would not be
the end of their world. To combat these losses,
Johnstone’s team developed the “Crossroads
Plan” which involved re-evaluating the needs
of their audience, asking who their customers
are, who do exhibitors want to see, who aren’t
they reaching and why not?
The new economy makes it even more
important to have a plan to keep shows
relevant over the long term, even at a time
when instincts may be to hunker down and
wait for things to improve. “What’s the one
thing that helped your show survive the
recession?” asked Crawford. “Managing the
panic,” said Johnstone. Despite challenging
economic times, NAMM reported 1,373
exhibitors at the 2010 show and 87,569
registrants, a 2% increase from 2009.
One successful program offered by
NAMM was a new mobile app, called “Follow
Me,” designed to enhance the trade show
experience for attendees. The app enabled
attendees to link to each others’ schedules
and gave them an interactive show schedule,
floor maps with routing to booths, social
media interaction and the ability to download
e-brochures from exhibitors. “Follow Me”
also delivered e-coupons and discounts from
local restaurants and attractions. “About
25,000 attendees downloaded the app, which
sold for $1.99,” he said.
Continued on page 24
22 October 2010 Trade Show Executive www.TradeShowExecutive.com

Trade Show Executive Gold 100 Awards & Summit
A Worldly View. The session on “High Performance Strategies for Tapping the International Market” drew on the insights of Randy Lemke (L), executive director
of INFOCOMM International; Tim McGuinness, staff VP of global trade expositions for the International Council of Shopping Centers; and Dennis Slater, president
& CEO of the Association of Equipment Manufactures (AEM). Creative Expo’s CEO Cherif Moujabber, shown in the photo on the right, moderated the session as
he walked among the audience, getting input from participants such as Piero Piccardi (L), board member of the World Trade Centers Association.
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Trade Show Executive Gold 100 Awards & Summit
That’s a Wrap: The Gold 100 Summit concluded with the “Burning Issues” panel covering a wide range of topics, from the election’s impact on the trade show industry to
future threats. The experts included Gregg Caren, senior VP of strategic business development for SMG; MPEA Trustee Jim Reilly; Jim Rooney, executive director, Massachusetts
Convention Center Authority; Jim Burch, communications director, Toshiba America Medical Systems; Mary Pat Heftman, executive VP, convention, National Restaurant
Association; John Patronski, executive vice president, Global Experience Specialists (GES); and moderator Gary Shapiro, president & CEO, Consumer Electronics Association.
Continued from page 22
Phil McKay, executive vice president
for Questex Media Group LLC, discussed
changing the face of mature, evolving
events and bringing in new buyers, business
opportunities and platforms. For Questex,
it started with professional training for
its salespeople, who are now certified on
customer service and event technologies.
In addition, the B-to-B media company has
expanded its sales approach beyond exhibit
space to focus on selling “sit down” business
opportunities, such as private boardroom
appointments where vendors make
presentations to buyer groups in an interactive
environment; self-scheduled meetings where
vendors and decision-makers talk sales and
partnership specifics; world premieres for new
product launches; sponsorships of key event
programs; and meeting and demo areas of
same-sized booths that level the playing field.
When Crawford asked about whether
their strategies would include hiring in 2011,
the answer was an emphatic no. “We just
eliminated eight key positions,” said Johnstone.
“We may look to outsourcing more because
it doesn’t make sense for us to ramp up staff
when we’re only busy two times a year.”
Questex is also evaluating all facets of its
business and is making strategic decisions to
support new initiatives, said McKay.
Rest of the World is Open for Business
“At the same time organizers are
increasing the care and feeding of their U.S.
portfolios, wider engagement with overseas
customers remains an important priority,”
said Cherif, moderator of the session on
“Strategies for Tapping the International
Market.” Cherif, president and CEO of
Creative Expos & Conferences, noted there
are several ways to tap the international market
and cited a few: attract overseas exhibitors and
attendees to your show in the States; organize
pavilions of exhibitors or trade missions of
attendees at major overseas events; or launch
new shows overseas on your own or with
partners. “The key is to make a choice that
corresponds with the international maturity of
your show,” he said.
Associations in the U.S. have resources
for increasing their attendance in the form
of sister industry associations, said Tim
McGuinness, staff vice president of global
trade expositions for the International Council
of Shopping Centers.
Independent U.S. organizers may also
find new openings in Europe, where the
messe-dominated system is a little more
flexible these days. “More venues are acting as
a leasing agent for their buildings,” said Randy
Lemke, executive director of INFOCOMM
International. “That means the city doesn’t use
its own [officials] to organize the shows.”
Pavilions also remain a dependable
resource for drawing overseas exhibitors.
Dennis Slater, president and CEO of the
Association of Equipment Manufacturers,
said partnering with overseas organizers
requires doing your homework and even some
trial-and-error in finding the right partners.
You also need to examine your own show,
Slater said. “Is there enough appeal? Are the
attendees interested in the products coming in
from these foreign manufacturers?” he asked.
Back to the Economy
Discussions at the Gold 100 Summit
ended where they began: the uncertainty of
the economy, the impact of the November
elections on the exposition industry, rising
travel costs and wild cards that may disrupt
business travel. “It’s the next unknown major
news story that will be our biggest challenge,”
said Gregg Caren, senior vice president of
strategic business development for SMG, and
a member of the “Burning Issues” panel.
The popular panel, moderated by Gary
Shapiro, president and CEO of the Consumer
Electronics Association, addressed a list of
issues that will impact the trade show industry
in the coming year.
24 October 2010 Trade Show Executive www.TradeShowExecutive.com

Trade Show Executive Gold 100 Awards & Summit
• Coping with higher travel costs:
“Every company with significant travel costs
is going to evaluate where their biggest spend
is,” said Mary Pat Heftman, executive vice
president of conventions for the National
Restaurant Association.
• Stalled business and consumer
confidence: “It’s not that companies don’t
have cash. They’re just not spending it,” said
Jim Reilly, trustee of Chicago’s Metropolitan
Pier & Exposition Authority. “And it’s not that
the banks don’t have any cash. They’re just not
lending it. It’s all about confidence.”
• President Obama’s plan to double
U.S. exports in five years: “Our industry
plays a role in helping reach that goal,”
said Jim Rooney, executive director of the
Massachusetts Convention Center Authority.
“People think we’re in the tourism industry,
with a focus only on heads in beds. And we’re
often guilty of promoting that narrow view.”
• Raising the profile of exhibitions:
“We should provide figures on the amount
of business that is written around a particular
show,” said Jim Burch, communications
director for Toshiba America Medical Systems.
• November elections and labor
legislation: “If you take it down to the
state and local levels, there could be a greater
impact on our industry,” said John Patronski,
executive vice president of Global Experience
Specialists (GES). “With new officials in a
particular city or state, there could be a whole
new way of doing things.”
[Additional coverage of this session
appears on p. 12]
Participants in Trade Show Executive’s Gold
100 Awards Gala & Summit had a unique
opportunity to debate, celebrate and network
at the highest level as TSE, along with 31
sponsors and 7 supporting associations,
pulled out all the stops to provide an inspiring
content-rich experience for trade show
leaders. “I loved the whole experience,” said
Nancy Walsh, executive vice president for
Reed Exhibitions, a company that won three
Gold Grand Awards. “The sessions were
informative, the networking was fantastic and
the location/venue can’t be beat. I can’t wait
until next year!” The Gold Gala’s Platinum
Sponsor, CompuSystems, Inc. also gave high
marks to the event. “We all agreed that the
event was First Class and a great sponsorship
opportunity for CompuSystems. We were
very pleased with the publicity and exposure
that CompuSystems received and the ROI,”
said Pat Fallon, VP of business development.
“Our participation in this wonderful event
resulted in new business opportunities,
strengthening relationships with existing
clients and informative conversations with
other service providers in our industry.”
Reach Darlene Gudea at (760) 630-9111
or dgudea@tradeshowexecutive.com ; Diane
Bjorklund at (630) 312-8915 or dbjorklund@
tradeshowexecutive.com
For more photos and a video recap of
the event, go to www.tradeshowexecutive.
com/goldgala
you always
know how
to look
sharp
kudos to Trade Show Executive’s
Gold 100 shows
and especially to those who make it
a point to partner with onPeak.
onpeak.com/tsegold100
www.TradeShowExecutive.com Trade Show Executive October 2010 25

trending & spending
Darlene Gudea,
p r e s i d e n t
Trade Show Executive’s
Trending & Spending Forecast
Fig. I: TSE Forecast of
Net Square Feet of Exhibit Space
4.5% December
3.5%
4th Quarter
Fig. II: TSE Forecast of Number
of Exhibiting Organizations
Fig. IlI: TSE Forecast of
Professional Attendance
(3.0)%
2010
2.0% December
2.0%
4th Quarter
4.5%
4th Quarter
(4.0)%
2010
4.0% December
5.2%
2010
Fig. lV: TSE Annual Forecast
of Revenue
(8.0)%
Frank Chow,
c h i e f e c o n o m i s t
Year Ending December 2010
How Trade Show Executive magazine’s
Trending & Spending was compiled
Trade Show Executive Magazine’s Trending & Spending Forecast
aggregates information from numerous sources: government and
business reports; interviews with industry experts and economists;
and the TSE monthly poll of its 20-member Economic
Forecasting Board. Unbiased, reliable data—whether positive or
negative—is the foundation of solid business planning.
Trade Shows Expected to
Buck Economic Trends
By Darlene Gudea, president,
trade s h o w executive m e d i ag r o u p
Oceanside, CA – With media warnings of a
possible double-dip recession ratcheting up
this past month, has Trade Show Executive’s
outlook for a continued economic recovery
changed? “The short answer is no,” said
Frank Chow, chief economist for Trade Show
Executive. “While the general economy is
being pulled down by the housing industry
and struggling with high unemployment,
the business sector has led the recovery and
companies are growing stronger financially.”
Which diverging trend will eventually
become the dominant force? Chow said the
answer will influence whether trade shows
continue to enjoy their recent improvement.
(See the TSE Dashboard graphs of show
performance by month and by quarter on
page 30).
First the Bad News
Although the U.S. economy is in a
recovery, almost two in three Americans
(65%) believe a double-dip recession is likely,
according to a recent survey by polling firm
StrategyOne. Contributing to this fear is
the flood of discouraging economic reports
since the middle of summer. Here are the
highlights:
• U.S. new home sales for July declined
12.4% from the prior month. This was the
worst level since 1963 when the U.S. had 110
million fewer people.
• July existing home sales plummeted by
27% from the prior month, a 15-year low.
• Home foreclosures increased nine
consecutive months through August and
are headed toward more than one million
foreclosures in 2010, says RealtyTrac.
• FDIC’s newest list of troubled banks show
829 at risk, rising from 90 banks in 2008 and 416
last year. In 2010, 125 banks have failed so far.
• Payroll jobs declined by 54,000 in August and
unemployment rose to 9.6%, although there
was an expansion of 67,000 private sector jobs.
• Federal Reserve (Fed) Bank of Philadelphia
showed August manufacturing activity
contracting for a second month.
• Same-store sales of the nation’s largest
retailers fell for the fifth consecutive quarter.
• Auto sales in August fell to the lowest level
in 28 years despite industry discounts.
Moreover, GDP growth for Q2 was
downgraded from 2.4% to 1.6%, after a
growth of 3.7% in Q1. “Most of the reduction
came from companies becoming cautious in
increasing inventories, as well as from weaker
construction spending and a sharp growth in
imports,” said Chow. The 33% rise in imports
subtracted almost 3.4 percentage points
from growth, according to most economists.
Chow said some economists say a bottom
seems to be forming. The housing market is
driving down the GDP numbers and thus
the economy, Chow noted. “It has continued
to act like a giant maelstrom pulling down
anything within its influence,” he said. Now
four quarters into recovery, the housing
market is struggling to hit bottom.
Now the Good News
On the other hand, a story rarely told in the
media is the business-led recovery of the past
four quarters, said Chow. For the most part,
economists attribute the recovery to business
restocking of equipment and inventory, rising
exports and the stimulus efforts. During this
period, GDP growth has averaged about
2.9%. Even during the Q2 slowdown, business
spending shot up 28.8%, adding 3.1 percentage
points to the GDP, he pointed out.
How did organizations survive the
housing and credit storm? By trimming
huge numbers of workers and depleting
their inventory, many companies generated
enormous cash balances as they rode out
the crisis. The Fed reported non-financial
companies held a record $1.85 trillion of cash
at end of the First and Second Quarter. As
a result, S&P 500 companies reported very
strong profits in excess of 30% for the past
three quarters, with Q2 profits coming in at a
38% growth. Revenue growth for Q2 was also
26 October 2010 Trade Show Executive www.TradeShowExecutive.com

Trade Show Executive’s
Trending & Spending Forecast
Fig. V: Sector Performance
Best Performing Sectors
• Apparel
• Retail
• Hospitality
• Technology
• Medical
• Transportation
• Security
Mixed Performance
• Business Services
• Communications
• Entertainment
Sectors under pressure
• Automotive
• Construction
• Government
• Sporting Goods
• Food
• Manufacturing
Fig. VI: Economic Indicators
Consumer Confidence, which rose in August, retreated
in September by (4.7) points and now stands at 48.5.
Gross Domestic Product slowed to 1.6% in Q2,
sending another signal of a stalled recovery.
Housing Starts rose 10.6% in August, well above
forecasts. It was the largest increase since
November, suggesting that the housing market is
starting to stabilize after tax credits expired.
Industrial Production in the U.S. expanded 0.2% in
August. It was the 13th time in the last 14 months
that output expanded, but the pace has been slow
and is expected to remain slow.
Core Inflation, which excludes volatile food and
energy costs, was essentially flat in August. The
CPI (Consumer Price Index) has increased less
than a percentage point over the last 12 months,
the lowest in 44 years.
Interest Rates (short term) remained near 0% in
September.
Job Losses totaled (54,000) in August, not as severe
as previous months. Government employment
dropped but private-sector payrolls rose by 67,000.
The Leading Economic Index, a composite gauge of ten
economic indicators, rose 0.3 % in August, suggesting
slow economic growth will continue into Q4.
Economic activity in the Manufacturing sector slowed
a bit, dropping one point to 54.4, according to the
ISM Manufacturing Index, but still reflected growth
for the 13th consecutive month. (Numbers above
50 represent growth).
Retail Sales rose 0.4% in August, reflecting gains in
apparel, sporting goods and department stores.
Unemployment remained high at 9.6% in August,
with Nevada leading the nation in unemployment
at 14.4%, followed by Michigan with 13.1% and
California with 12.4%.
Sources: U.S. Department of Labor, Bureau of Labor
Statistics; The Conference Board; The Institute for Supply
Management (ISM); U.S. Commerce Department
strong at 9% year-over-year.
Companies have started to spend that
cash. Some leveraged their cash in the
burgeoning corporate bond market, taking
advantage of the super low rates. Others
invested in mergers and acquisitions, share
buybacks, raising dividends, and of course,
in trade shows. In fact, a few manufacturers
have invested in new factories. Is a burst of
new hiring right around the corner? “Recent
tapering of Q2 productivity, escalated hiring
of temp workers, and rising recruitment ads
are signs employers will resume hiring soon,”
said Chow. However, informal conversations
with trade show industry executives at the
Gold 100 Awards & Summit suggest that
hiring in the trade show industry is a ways off.
2011 Promises to be a Pivotal Year
The Congressional Budget Office estimates
stimulus spending will fall off in the second
half of this year, said Chow. Individual and
business taxes are set to increase next year.
Unemployment is expected to stay stubbornly
high for now. More foreclosures and bank
failures are predicted for 2011, setting a strong
possibility for a double-dip in housing prices.
Can the business sector overcome these
strong headwinds and lead the economy
forward? Chow is optimistic. He believes
housing most likely will be a drag on the
economy for a few more years, but once
the outcome of the November elections
are known, businesses will move forward
with better direction on how to grow their
companies.
Here is some evidence the tide may be
already turning:
• Credit is easing for small businesses for the
first time since 2006, based on the latest Federal
Reserve Survey of Loan Officers.
• Consumers are getting into a stronger
financial position. Household debt in Q2
shrank 2.4% annually to $13.5 trillion, the
biggest decline on record.
• Exports are steadily improving due to fastgrowing
emerging markets and a solid Euro
zone growth.
• Personal income rose at a 4.1% annual rate
in Q2.
• Initial mortgage defaults have fallen on
an annual basis the past seven months after
peaking in April 2009.
• Housing starts rose 10.5% in August,
the largest increase since November. More
importantly, building permits rebounded 1.8%.
Furthermore, demand for goods and
services is likely stronger than what recent data
indicate, said Chow. For example, 51% of large
U.S. manufacturers experienced significant
supply disruptions in Q2, according to a
survey by MFG.com. This has kept orders
from being filled. “Expect this to be rectified
by next year,” Chow said. Recent sales from
retailers reveal that higher-end stores are
growing briskly, while the discounters are
slowing. This is the opposite of sales at the
start of the recession. “These examples
imply a much stronger underlying economy
undergoing transition,” Chow underscored.
The Fed’s Promise
The ace in the hole for the economy is
the Fed’s promise to do whatever possible
to keep the economy afloat, said Chow.
Housing is the biggest obstacle to a sustained
recovery. Some economists are calling for
the government to stop interfering with
foreclosures and mortgages and let prices fall.
An analysis by Ned Davis Research shows
new home prices are still high relative to the
median household income. They contend
prices are artificially elevated due to the
government programs. If prices are allowed
to drop, uncertainty would dissipate and
buyers would return to the market.
Why Trade Shows are Enjoying a Resurgence
The tension between the two diverging
trends of business growth and weakness in
the consumer sector is apparent. Regardless
of what happens in the housing market,
Chow said that trade shows are more closely
linked to the business sector which is in a
strong financial position and thus are poised
for expansion when the overall economy gets
stronger. “Large companies in particular are
investing in more trade show exposure now,
as evidenced by reports in the TSE Dashboard
over the past two quarters,” he said. “Bottom
line: I think the business sector and the Fed
will keep us out of another recession, but
economic growth will be slow. However,
trade shows should anticipate a brighter
future in 2011.”
Continued on page 28
www.TradeShowExecutive.com Trade Show Executive October 2010 27

trending & spending
Continued from page 27
An Insider’s Perspective
How is the economy impacting the exposition
industry? This month, two industry experts give
you projections and early warning signs based on
registration patterns, exhibit space commitments,
long- and short-term bookings, and discussions with
peers and customers. Together with the rest of Trade
Show Executive’s Exposition Forecasting Board, they
have insider knowledge about the true performance
of the majority of U.S. trade shows.
And just like economists, they don’t always agree.
Their diverse opinions, however, provide valuable
insights to help you formulate your plans.
Chris brown,
Executive VP, Convention &
Business Operations,
National Association of
Broadcasters (NAB)
Chris Meyer,
VP, Convention Sales,
Las Vegas Convention and Visitors
Authority & 2010 IAEE Chair
Darlene Gudea,
President,
Trade Show Executive Media Group
Doug Ducate,
President & CEO,
Center for Exhibition
Industry Research (CEIR)
Frank Chow,
Chief Economist,
Trade Show Executive
Tom Caridi,
CFO,
Questex Media Group
Nancy Walsh,
Executive Vice President,
Reed Exhibitions
A Clear Uptick in Activity at
Convention Centers
“We just surveyed all SMG-managed convention
centers and looked at two sets of data. The first focused on
comparing the projected end of FY 2010 versus 2009. The
results: 47% of our facilities are seeing more event activity
than last year, while 25% are flat to last year. Attendance is
either up or flat to last year at 69% of our facilities.
“The other data focused on sales/booking activity
for future years. Again, results show the uptick we have
been talking about (or hoping for) with 41% seeing
higher future booking activity, and 38% maintaining
the same levels. The other recurring observation is
the continually shortened booking window, even for regional and national
Gregg Caren,
Senior Vice President
of Strategic Business
Development, SMG
events in some cases. Planners are holding off longer, reducing their risk as
much as possible before signing the license agreement.”
Alan Steel,
President, GLM
Colette O’Donnell,
Group Controller,
Advanstar
Communications, Inc.
Skip Cox,
President & CEO,
Exhibit Surveys
Terence Donnelly,
VP, Trade Show Markets,
Experient
Aaron Bludworth,
Chief Operating Officer,
Fern Exposition & Event Services
Jack Chalden,
Associate,
The Augusta Group
Attendance and Exhibitor
Growth on Upswing for Q4
“Registration counts for Q4 are
tracking at an increase of 1%. Our data
indicates exhibitor counts are up 2% in
Q4 and revenue up not quite as much.
“There is a definite demand from
our large show organizers for integrated Pat Fallon,
tools that help generate attendance. VP of Business Development,
We’re seeing smaller events with limited CompuSystems, Inc.
marketing resources continue to struggle with attendance.”
Doug levinson,
President & CEO,
Convention Data Services
Tim McGill,
CEO,
Hargrove Inc.
James Rooney,
Executive Director,
Massachusetts Convention
Center Authority
Gary sain,
President & CEO, Orlando/
Orange County Convention
& Visitors Bureau, Inc.
28 October 2010 Trade Show Executive www.TradeShowExecutive.com

The Center is a rich and deep set of resources designed for exhibitors and event marketing professionals.
The high-quality educational content offered at events like TS 2 and Expo! Expo! will become the signature
attribute of new learning opportunities you can expect throughout the year.
You will find expert advice dealing with topics affecting you – from ROI and measurement to social media
and online marketing, and you will find ways to build your business career.
Strategies. Solutions. Support.
The Center is the exhibitor and event marketing resource.
www.iceem.net
powered by

TSE Dashboard
Sponsored by
Big Gains: Half of August TSE Dashboard
Shows Report Across-the-Board Growth
By Darlene Gudea, p r e s i d e n t,
t r a d e s h o w executive m e d i a g r o u p
Carol Andrews, e d i to r-at-l a r g e
Dana Myers, m a n a g i n g e d i to r
Hil Anderson, s e n i o r e d i to r
Oceanside, CA – August was overall a good
month for exhibitions with half of the 20
events in the Trade Show Executive Dashboard
of Monthly Trade Show Metrics experiencing
growth or holding steady in exhibit space,
number of exhibitors and attendance.
Some of the largest shows on the calendar,
including MAGIC Marketplace and Las Vegas
Market – Summer, were among the strongest
performers, while only four events reported
declines in all three metrics.
August was the third consecutive month
of growth in attendance and the size of the
show floor in a year-over-year comparison.
Attendance was up 1.7% over August 2009,
exhibitors increased 4.6% and net square
footage (nsf) jumped 8.5%.
The adjusted totals for all 20 shows,
excluding outliers, were 3,405,122 nsf of exhibit
space, 15,264 exhibitors and 340,116 attendees.
The adjusted averages were 200,301 nsf, 803
10%
exhibitors and NET 17,006 SQUARE attendees FEET per show.
The show that hosted the most exhibitors
was MAGIC 5% Marketplace, which experienced
a 13.9% increase over last year to 3,616. The
10%
exhibit space at Advanstar Communications’
NET SQUARE FEET
fashion flagship 0% event jumped 22.1% to
821,292 nsf and estimated 5% attendance was up
8.3% to 59,215. MAGIC Marketplace’s August
2009 show (5)% encompassed 672,600 nsf and
0%
ranked No. 14 on the TSE Gold 100 rankings
of the largest U.S. trade shows.
Chris
(10)%
DeMoulin,
(5)%
MAGIC International
president and executive vice president of
Advanstar’s Fashion Group, said the strong
(15)%
(10)%
gains were the result of growing confidence
in an economic recovery. “Hundreds of new
stores attended,” he said. “It illustrates that
(15)%
(20)%
our resilient DEC industry JAN FEBis MAR enjoying APR MAY a definite
JUN
2009 2010
revival.”
The biggest reported gain in exhibit
space also came from Las Vegas where Las
Vegas Market – Summer saw its space jump
10%
32.4% to just over 1 million nsf, making
EXHIBITORS
it the largest show on the list. Michelle
Monteferrante, 5% VP of trade show operations
for World Market Center Las Vegas, said a
10%
new business platform was developed to help
combat the lagging
EXHIBITORS
0% economy and challenges
in securing permanent 5% showroom exhibitors.
In addition to offering temporary exhibitors
space (5)% on a more traditional trade show
0%
floor, companies had the opportunity to
rent larger showrooms, previously reserved
for permanent
(10)%
(5)%
exhibitors, as a test run in
the hopes of converting them to permanent
status after the show.
(15)% (10)%
World Market Center Las Vegas also colocated
two new events — Gift +Home and
Vegas Kids — with the show, which brought
(15)%
(20)%
a significant DEC influx JAN FEB of first-time MAY exhibitors
JUL AUG
JUL AUG MAR APR JUN
2009 2010
10%
5%
0%
DEC JAN FEB
Trade Show Executive Dashboard of Monthly
10%
Trade Show Metrics
ATTENDEES
10%
NET SQUARE NET SQUARE FEET FEET
10% 10%
EXHIBITORS EXHIBITORS
5%
5% 5%
0%
0%
0% 0%
5%
(20)%
(20)%
MAR APR MAY JUN JUL AUG DEC JAN FEB MAR APR MAY JUN JUL AUG
2009 2010
2009 2010
10%
10%
5%
0%
ATTENDEES
10%
5%
5 5
5%
0%
0 0
0%
CONSOLIDATED OVERVIEW
CONSOLIDATED OVERVIEW
5
5
0
0
Attendees
Exhibitors
Attendees
Exhibitors
(5)%
(5)%
(5)%
(5)%
(5)%
(5)%
-5
-5
(5)%
(5)%
-5
-5
NSF
NSF
(10)%
(10)%
(10)%
(10)%
(10)%
(10)%
-10
-10
(10)%
(10)%
-10
-10
(15)%
(15)%
(15)%
(15)%
(15)%
(15)%
-15
-15
(15)%
(15)%
-15
-15
-20 -20
O ‘09 N ‘09 D O ‘09
N J ‘10 ‘09 F D ‘10 ‘09 M J ‘10 A F '10 ‘10 M ’10 ‘10 J A '10
M ’10 J '10 -20 -20
(20)% (20)%
(20)% (20)%
(20)%
(20)%
O ‘09 N ‘09 D O ‘09
N J ‘10 ‘09 F D ‘10 ‘09 M J ‘10 A F '10 ‘10 M ’10 ‘10 JA
DEC JAN DEC FEB MAR JAN APR FEB MAR MAY APR JUN MAY JUL AUG JUN JUL AUG DEC JAN DEC FEB MAR JAN APR FEB MAR MAY (20)% APR JUN MAY JUL AUG JUN JUL AUG DEC JAN FEB MAR APR MAY JUN JUL AUG (20)%
Q4 2009 Q1 2010 Q2 2010
2009 2009 2010 2010
2009 2009 2010 2010 DEC JAN FEB
Q4 2009 Q1 2010 Q2 2010
2009 MAR APR MAY JUN 2010 JUL AUG
10%
© 2010, Trade Show Executive magazine, Oceanside, CA (760) 630-9105.
10%
10% 10%
ATTENDEES ATTENDEES
5% 5%
5% 5%
By Month
2009 2010
CONSOLIDATED CONSOLIDATED OVERVIEW OVERVIEW
By Quarter
Onward and Upward. August marked the third consecutive month for show growth in net square feet of exhibit space. Exhibitor growth bounced back from
slight declines in July, while attendance remains in positive territory for the fifth month in a row, although at a lower percentage than in preceding months.
5
5
0%
Exhibitors Exhibitors
30 October 2010 Trade Show Executive www.TradeShowExecutive.com
0%
0% 0%
Attendees Attendees
0
0

and attendees.
J. Spargo & Associates, Inc. grew
the exhibition space at its LandWarNet
Conference 48% to 75,460 nsf by adding a
“tactical-operational signal” component
aimed at drawing more decision-making
brass to the event in Tampa, which is the
home base of U.S. Central Command.
ASD Las Vegas, which was 17th on the
Gold 100, saw its exhibit space grow 7.0%
to 673,630 nsf and attendance climb 5.6%
to 45,414. A concerted effort to improve
marketing in Latin America resulted in a
12.6% increase in attendees from the region.
“We hired a marketing manager who
speaks Spanish fluently and has a grasp of
the region’s cultural subtleties,” said Chris
McCabe, vice president of the Merchandise
Group for Nielsen Expositions. “We also
encouraged our exhibit sales agents in
Mexico City to help us promote ASD to
retailers. These two changes to our marketing
approach helped us create clearer, more
impactful messaging. It was a very satisfying
win.”
The New York International Gift Fair, No.
29 on the Gold 100, saw an increase of 4.5%
in exhibit space, 5.4% in attendance and
3.7% in exhibitors.
The retail market as a whole was the
top-performing industry segment in the
August Dashboard. Medical events, food and
sporting events also performed well, although
Action Sports Retailer Expo in San Diego saw a
(42.2)% drop in exhibit space. The American
Society of Association Executives (ASAE)
Annual Meeting in Los Angeles, which caters
to association executives, meeting planners
and show organizers, was fairly even to 2009
in terms of floor space and exhibitors, but
attendance perked up 12.7%.
Las Vegas was the top venue city with
four Dashboard shows. Los Angeles was
second with three shows and neighboring
Long Beach hosted two.
Will trade shows be able to keep up
the positive momentum? Trade Show
Executive’s Trending & Spending report
(see pages 26-28) predicts that, despite
continued weakness in the consumer sector,
growing strength in the business sector is
a good indication that trade shows will see
continued growth in 2011.
Revival of the Fittest. The show floor was larger and a bit more crowded at Magic Marketplace, a sign the
show is rebounding. The semi-annual fashion trade event reported significant increases in all three metrics.
Cyber Defense. Crowds peruse more than 400 commercial and military technical exhibits at LandWarNet
Conference. The show’s 48% gain in net square footage is the largest in the August Dashboard.
Methodology
Survey questionnaires were sent to the
organizers of shows held in August as listed in
TSE’s ZOOM Trade Show Locator and Gold
100 directory. All responses were crosschecked
by TSE editors for discrepancies.
The Trade Show Executive Dashboard
was created to give show organizers and
CEOs a fast read on trade show performance
at a time when up-to-date, quality information
is paramount to making decisions in today’s
business world. We recognize that simple statistics
don’t tell the full story about a show, and
year-over-year growth is not the key factor in a
show’s value to the industry it serves. The TSE
Dashboard still provides the traditional metrics
of show growth but also lists other significant
characteristics and accomplishments such as
quality of attendees, international attendance,
sales transactions and conference and sponsorship
growth.
Trade Show Executive’s next Dashboard
will cover the month of September and will
be published in both the November issue and
online.
We are grateful to the organizers who
shared both quantitative and qualitative data.
www.TradeShowExecutive.com Trade Show Executive October 2010 31

Trade Show Executive Dashboard
of MONTHLY TRADE SHOW METRICS: AUGUST 2010
By Carol Andrews, EDITOR-AT-LARGE
TOP
MANAGEMENTS
TOP
CITIES
GROWTH
LEADERS
TOP INDUSTRY
SECTORS
BENCHMARKS:
AVERAGE GROWTH
FORECASTED
GROWTH
• Neilsen Expositions
• World Market Center
• Advanstar
• Las Vegas
• Los Angeles
• Long Beach, CA
• LandWarNet
Conference
• Las Vegas Market -
Summer
• MAGIC Marketplace
• Retail
• Medical
• Sporting Goods
• Food
• Net sf: 8.5%
• Exhibitors: 4.6%
• Attendees: 1.7%
• Net sf: (8.2)%
• Exhibitors: (7.5)%
• Attendees: (3.2)%
Show Site Net SF of Exhibits Exhibitors Total Attendance qualitative data
Show Information 2010/2009 2010/2009 Variance 2010/2009 Variance 2010/2009 Variance 2010 vs. 2009
AHRA Annual Meeting Washington, DC 52,000 30% 264 29.4% 1,100 (21.4)% Attendance was down from 2009, but show
and Exposition Las Vegas 40,000 204 1,400 management and exhibitors were pleased
AHRA - Association for Medical
with the turnout, considering the state of the
Imaging Management
economy.
www.ahraonline.org
American Association of Diabetes San Antonio 87,400 (4.7)% 285 3.6% 6,570 9.5% There were 86 first-time exhibitors in 2010
Educators Annual Meeting Atlanta 91,675 275 6,000 compared to 81 in 2009. In 2009, square footage
American Association of Diabetes
included a general session in a portion of the
Educators
exhibit hall. In 2010, the convention center’s
www.diabeteseducator.com
ballroom was used for the general session;
therefore, the 2010 show growth is not evident
in the numbers provided for net square feet.
ASAE’s 2010 Annual Meeting Los Angeles 73,300 0.1% 439 0.7% 5,522 12.7% The number of association professionals at the
American Society of Association Toronto 73,200 436 4,901 show increased by nearly 700. The buyer/seller
Executives ratio was 60% buyers (association staff) to 40%
www.asaecenter.org
sellers (industry partners), one of the best ratios
in years. In 2009, the ratio was 55% buyers to
45% sellers.
ASD Las Vegas Las Vegas 673,630 7.0% 2,749 No change 45,414 5.6% Attendees included more than 2,000 buyers
Nielsen Expositions Las Vegas 630,000 2,750 43,000 from 88 countries. This year, there was a 12.6%
www.asdonline.com
increase in buyer attendance from Mexico and
Central and South America.
Action Sports Retailer Expo (ASR) San Diego 92,510 (42.2)% 369 (18)% 14,645 (26.8)% ASR delivers exposure to the world’s leading
Nielsen Expositions San Diego 160,000 450 20,000 brands and retailers in the action sports apparel,
www.asrbiz.com
footwear, accessories and hard good products
markets.
Coal-Gen Pittsburgh 41,000 (18.0)% 266 (11.3)% 2,900 (3.3)% The show celebrated its 10th anniversary.
PennWell Corporation Charlotte, N.C. 50,000 300 3,000
www.coal-gen.com
© 2010, Trade Show Executive magazine, Oceanside, CA (760) 630-9105.
Continued on page 34
32 October 2010 Trade Show Executive www.TradeShowExecutive.com

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Continued from page 32
Trade Show Executive Dashboard AUGUST 2010
Show Site Net SF of Exhibits Exhibitors Total Attendance qualitative data
Show Information 2010/2009 2010/2009 Variance 2010/2009 Variance 2010/2009 Variance 2010 vs. 2009
Fire-Rescue International Chicago 210,000 (3.5)% 621 (2.1)% 11,200 (11.1)% Attendees are leading fire, rescue and
International Association of Fire Chiefs Dallas 217,600 634 12,600 emergency service chiefs and officers from
www.iafc.org
North America and throughout the world;
exhibitors represent every segment of the
industry.
IDEA World Fitness Convention Los Angeles 28,000 est. 7.7% 140 7.7% 5,100 2% Attendees can earn up to 23 continuing education
IDEA Health and Fitness Anaheim 26,000 est. 130 5,000 credits at this event. Fitness professionals from
www.ideafit.com
65 countries attend.
LandWarNet Conference Tampa 75,460 48.0% 415 25.8% 9,000 No change A Tactical-Operational Signal component was
J. Spargo & Associates, Inc. Ft. Lauderdale 51,000 330 9,000 est. added to the event to draw more decisionwww.jspargo.com
makers.
Las Vegas Market - Summer Las Vegas 1,005,943 32.4% 427 93.2% 50,000 No change The show was co-located with World Market
World Market Center Las Vegas Las Vegas 759,674 221 50,000 Center’s inaugural shows: Gift + Home and
www.wmclv.com
Vegas Kids. There were 60 new-to-market
exhibitors, and 59% of gift buyers were firsttime
attendees. This represented an 85%
increase in first-time gift buyers and a 49%
increase in first-time accessory buyers.
Louisiana Foodservice Expo New Orleans 55,000 No change 420 5.0% 13,000 (2.3)% Exhibit space was sold out, and there were 64
Louisiana Restaurant Association New Orleans 55,000 400 13,300 new exhibiting companies this year.
www.lra.org
MAGIC Marketplace Las Vegas 821,292 22.1% 3,616 13.9% 59,215 est. 8.3% FN PLATFORM, the shoe show at MAGIC,
MAGIC International, a subsidiary of Las Vegas 672,600 3,176 54,671 enjoyed a 30% increase in exhibiting brands;
Advanstar Communications
WHITE, WWD MAGIC’s better-to-bridge area,
www.magiconline.com
doubled in size; and SOURCING at MAGIC
showcased over 700 suppliers from more than
40 countries.
Memphis Gift & Jewelry Show Memphis 18,100 (6.5)% 101 (8.2)% 5,889 (3.2)% This cash-and-carry and order-writing show
Helen Brett Enterprises, Inc. Memphis 19,350 110 6,083 was established in 1985 and is one of the largest
www.gift2jewelry.com
shows of its kind.
The NBM Show Long Beach, CA 40,000 14.3% 377 15.3% 11,173 (10.6)% More exhibitors did in-booth demonstrations
National Business Media Long Beach, CA 35,000 327 12,500 than ever before. The education conference
www.nbmshows.com grew by 25%.
New York International Gift Fair New York 534,000 4.5% 2,800 3.7% 49,150 5.4% There were 650 new exhibitors: 400 participating
GLM, a division of dmg world media New York 511,000 2,700 46,637 for the first time and 250 returning after a
www.nyigf.com
hiatus. 46 countries were represented with
20 international pavilions, including first-time
participation by government-sponsored delegations
from Argentina, Egypt, South Korea and
Thailand. Retailer attendance grew 6.5% over
last year, with attendees representing all 50
states. International attendance was strong with
85 countries represented. A new product search
platform enabled product sourcing and lead
generation before the show opened.
OFFPRICE Show Las Vegas 115,156 15.2% 504 0.8% 12,000 No change Attendees included an international buyer
Tarsus Group plc Las Vegas 100,000 500 12,000 delegation representing more than 50 countries.
www.offpriceshow.com
© 2010, Trade Show Executive magazine, Oceanside, CA (760) 630-9105.
34 October 2010 Trade Show Executive www.TradeShowExecutive.com

Sponsored by
Trade Show Executive Dashboard AUGUST 2010
Show Site Net SF of Exhibits Exhibitors Total Attendance qualitative data
Show Information 2010/2009 2010/2009 Variance 2010/2009 Variance 2010/2009 Variance 2010 vs. 2009
Outdoor Retailer Summer Market Salt Lake City 439,944 10.4% 1,033 7.0% 21,465 16.2% The show attracts national and international
Nielsen Expositions Salt Lake City 398,448 965 18,472 dealers in many categories, including specialty,
www.outdoorretailer.com
specialty chain, general sporting goods, military,
resort, mail order, big box and mass merchant
retailers.
The SAAC Show Long Beach, CA 146,000 No change 450 (10)% 3,500 (12.5)% The show, in its 11th year, provides nationwide
Specialty Advertising Association Long Beach, CA 146,000 500 4,000 promotional product suppliers with the opportunity
of California
to display new products and attract new business,
www.saac.net
while reinforcing existing distributor relationships.
St. Louis Gift Show St. Charles, MO 20,000 No change 100 No change 2,500 19% This is one of the longest-running wholesale
Rosehill Enterprises, Inc. Collinsville, IL 20,000 100 2,100 order writing and cash-and-carry, trade-only
www.stlouisgiftshow.com
shows in the country.
Western Foodservice & Los Angeles 50,300 (1.9)% 315 1% 10,773 9.6% Marked improvement in the quality of
Hospitality Expo Los Angeles San Diego 51,300 312 9,833 attendance. Top title attendance grew 23%;
Reed Exhibitions
top buyer/VIP program attendance climbed
www.westernfoodexpo.com 22%; and buyer title attendance rose 11%.
Dashboard Analysis:
Total: 4,579,035 15,691 340,116
(Sum of all figures submitted by show management) 4,107,847 14,820 334,497
Adjusted Total: 3,405,122 15,264 340,116
(Excludes outliers and shows in which an apples-to-apples 3,137,173 14,599 334,497
comparison is not possible)
Averages: 200,301 803 17,006
(Based on Adjusted Totals) 184,540 768 16,725
Percentage of Growth: 8.5% 4.6% 1.7%
(Based on Adjusted Totals)
© 2010, Trade Show Executive magazine, Oceanside, CA (760) 630-9105.
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www.TradeShowExecutive.com Trade Show Executive October 2010 35

power lunch
Photo: Thomas Sanders

Sponsored by
Chet Burchett
Investing in Customers,
Staff and Technology
Chet Burchett is president of Reed Exhibitions Americas
and oversees a mega business that includes more than 100
exhibitions and events in North and South America. The
Reed portfolio serves a wide range of sectors, from aviation
to travel, and encompasses B-to-B trade shows, which
are the leading brands in their market, as well as a host of
thriving B-to-C events. Several Reed shows such as the JCK
Show Las Vegas, International Security Conference & Expo
West and the G2E Global Gaming Expo place annually in
Trade Show Executive’s annual Gold 100 rankings.
Chet is responsible for the company’s successful move
into Brazil and the launch of Reed’s pop culture group.
He serves on the Worldwide Board of Directors of Reed
Exhibitions. Reed Elsevier, the parent company, announced
a profit for Reed Exhibitions of $188 million for the first half
of 2010, up $11 million over 2009. Reed Exhibitions’ overall
revenues increased 8%, on an organic basis, to $586 million
for the six-month period. While trade show revenues
declined 10% for the U.S. group during that period, Reed
Exhibitions’ Brazilian shows grew strongly.
Prior to joining Reed Exhibitions in 2004, Chet served
as president and chief executive officer, USA, for Burson-
Marsteller, the acclaimed global public relations agency. His
professional background includes a heavy emphasis on client
service in the areas of CEO reputation, corporate brands,
plus consumer- and business-to-business marketing. He is a
former newspaper editor with trade journal experience.
Chet is a Texas native and holds a degree in political
science and journalism from Baylor University. He is a
member of both SISO and IAEE. I interviewed him live
for the Power Lunch session during TSE’s 2010 Gold
100 Awards & Summit at the Ritz Carlton in Laguna
Niguel, CA.
By BOB Dallmeyer, columnist
>>Bob: What is your appetite for risk in 2011 compared to 2009
and 2010?
Chet: I don’t know that we ever lost our appetite for risk, if you view
risk as proceeding in business on the basis of clarity of purpose versus
certainty of outcome. We are being very aggressive as we look toward
2011. In the worst of times, we still made plans to launch – there are four
new events this year in our pop culture group.
>>Bob: Specifically, which calculated risks are you taking?
Chet: We committed to move our JCK Vegas and Luxury jewelry
events to Mandalay Bay for 2011 and announced these plans in 2009.
That’s a huge shift intended to benefit our customers, but it obviously carried
some risks. We also acquired JCK Magazine this year, to ensure our
ability to fully serve the jewelry market — and that’s working out great.
We significantly increased our marketing spend on key events in 2009 to
support exhibitor ROI in a down market and we increased our marketing
spend overall going into 2010.
>>Bob: Reed invests heavily in programs geared to customers.
Tell us about some of them.
Chet: We launched new customer value initiatives in 2009 and
2010 to reduce the total exhibiting cost. We beefed up our internal
research capabilities, added to our e-business team, and devoted
more resources to grassroots marketing for high-value buyers. In short,
we continued to invest in our customers, in our capabilities, and in
our ability to deliver value despite a very difficult trading environment.
I’m delighted to say that our customer satisfaction levels — exhibitors
and attendees — in the first half of this year are higher than
it was in the first half of 2008, before the world’s economy headed
downhill.
>>Bob: Are you currently cutting back in any areas?
Chet: We aren’t cutting back; we aim to stay ahead of the curve. We
actually began tightening our business at the end of 2007 and start of
2008 even though 2008 was a record year for us. That allowed us to
minimize the human impact of the recession and helped us avoid draconian
cuts when the economy continued its downward spiral in 2009
and 2010. We made a very conscious decision to retain unique capabilities,
resources and talent that carry a high priority for customer value.
Continued on page 38
www.TradeShowExecutive.com Trade Show Executive October 2010 37

Sponsored by
Continued from page 37
>>Bob: In essence, you made the right
moves from the start.
Chet: That doesn’t mean that the last two
years have been easy. We had to make some
hard decisions from 2008 through the start of
this year. We shifted resources and prioritized
everything we do, and some things simply had
to be put aside. But our focus on delivering
customer value guided every decision and I
think our customers have seen the difference
that makes.
>>Bob: Where are you currently investing?
Chet: We have already started adding
sales staff and “white glove” customer relations
staff this year to keep pace with an increasing
level of customer demand. We will be putting
more staff into our e-business group in 2011
to support our growing inventory of products
and services. We are adding resources to
our teams to accommodate growth and new
events. We are investing in new technologies
to offer our customers better value choices
and make our sales force more efficient and
effective. And we are investing in our people
through rewards, recognition and training.
Because we did not dismantle key elements
of our organization during the downturn,
our investment focus is on growth and new
customer value.
>>Bob: Can innovative ideas and strong
execution keep a show afloat in a contracting
industry?
Chet: Customer value keeps a show afloat
nothing less and nothing more. Innovation
that creates value is key. Execution that protects
value is critical.
>>Bob: Does this also apply to the
National Hardware Show and Lawn &
Garden World?
Chet: In fact, the Hardware show this
year was an unparalleled success — customer
satisfaction reached levels higher than we’ve
seen in my tenure. Space sales at this year’s
show for 2011 were double what we saw on
site for 2010 and our e-business sales were off
the charts. We made a decision to maintain
the current size of the event to boost exhibitor
ROI, as we continue building high-value
attendance and create new areas of retail focus,
Lunch-Hour Lessons. Chet Burchett shares strategies and insights with TSE’s Bob Dallmeyer and
the Gold 100 Summit audience. A focus on innovation that drives customer value is the key to keeping
a show afloat.
such as this year’s “Tailgating” area. Our threeyear
plan calls for a return to volume growth
of the event and the team has proven its ability
to execute the plan. I’m proud of them. The
key was understanding customer needs and
then delivering in meaningful ways.
>>Bob: How do you judge whether to
carry a struggling show a little longer
and, conversely, when is it time to pull the
plug?
Chet: That judgment starts with customer
needs: Does the event serve a need of
exhibitors and attendees? Is the need important
enough to drive customer investment of
time and/or money? Can we better align our
event with market needs? If we do, can we
return the event to growth? Ultimately, our
decisions are driven by the opportunity to
achieve growth in an event or brand. And that
growth is entirely dependent on meeting our
customers’ needs.
>>Bob: Gauging customer needs is important,
but difficult. How do you do it?
Chet: We have a specific research vehicle
built around understanding customer needs
for all of our events. It is evolving into a very
powerful tool, not just for marketing, but for
product development. And if we’re satisfied
that we understand our customers’ needs and
have an opportunity to meet those needs and
achieve our own business growth goals as a
result, we stay with an event and change the
product as necessary. If we don’t believe there
is sufficient opportunity to achieve growth on
the basis of delivering strong customer value,
we move on to other areas of focus.
>>Bob: How do you partner with key
exhibitors to help them achieve their
marketing and ROI goals?
Chet: We do that by listening to them and
understanding their broader business goals.
We tailor an offering that meets those needs
and delivers appropriate ROI for them.
>>Bob: How are you responding to calls
from exhibitors seeking lower costs?
Show organizers typically do not negotiate
space rates.
Chet: Broadly, we launched a program last
year to lower the total exhibiting cost for our
customers; we had specific targets for savings in
a number of areas. We looked at their total cost
and worked with them to find solutions. This
program isn’t a one-time offer to cut prices or
subsidize costs, it’s an ongoing effort to align
exhibitor goals with exhibitor spend.
Continued on page 40
38 October 2010 Trade Show Executive www.TradeShowExecutive.com

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Continued from page 38
>>Bob: Can you cite some specifics?
Chet: In some cases, we worked with
exhibitors to reconfigure their stands. One
bellwether exhibitor reduced its total spend by
50%. Another exhibitor saved nearly $100,000
in electrical costs. In other cases, we have developed
specialized programs to achieve measurable
business results, separate from sales or
leads metrics. In essence, we create ways for
exhibitors to accomplish business goals at our
events for considerably less than they would
spend to achieve the same goals outside our
events. We have bellwether exhibitors with a
measurable, meaningful ROI of five to one
before they factor in sales and leads….that’s
just gravy now.
>>Bob: I understand that you also work
with your exhibitors to produce high value
leads?
Chet: Yes, we have worked to deliver such
value in a variety of ways. We have a special
program to create invitations from exhibitors
to individual, targeted buyers and this is
generating strong results. There is a broader
program designed to indentify and deliver
specific high-value attendees who are new
to the show. This is all very granular, understanding
and meeting the needs of individual
customers but doing it by the thousands.
None of this is easy, of course. It requires a
major commitment by event management,
not just sales staff. Conversations and meetings
extend for months. Fundamentally, it’s about a
value-based relationship, as opposed to a sales
relationship.
>>Bob: How extensive are Reed
Exhibitions’ IT offerings to augment your
exhibitors’ needs for integrated marketing
approaches?
Chet: We offer integrated on-line/off-line
sponsorship opportunities. There are “packaged”
e-products and what we call “non-package”
or custom products. We have the typical
website banners, advertising and sponsorships.
We have online customer showrooms that are
part of the show package and we have premium
showroom upgrades that are custom.
We have a post-event product called Encore
that puts our exhibitors in front of interested
buyers one more time. We have webinars, and
this Fall, we will trial a niche virtual event.
Reed’s Passion Project. ReedPOP’s consumerfocused,
“passion niche” events, including Star
Wars Celebration V (above) and New York Comic
Con (right), provide one-of-a-kind experiences for
passionate pop culture fans.
But where it all comes together is in mobile
applications. For our customers, we want
to provide the ease and comfort of working
how they want to work — from PCs,
laptops or mobile devices. And with mobile
apps, exhibitor marketing extends from the
attendee’s office to the show floor, from the
event website to our customer’s hand.
>>Bob: Tell me about Reed Touch — and
will it be used at most of your shows in
the future?
Chet: Reed Touch is a mobile app that
offers unique convenience and value for our
exhibitors and attendees. For exhibitors, Reed
Touch integrates most vendor data (and all
major vendors) under one app that exhibitors
can download. They can track freight, verify
travel arrangements, track installation and
stand construction or access customer service.
They will even get updates on crate removal
and return timing. Reed Touch also provides a
navigation tool that takes an exhibitor straight
to their booth location, or any place on the
show floor.
>>Bob: What does Reed Touch offer for
the attendees?
Chet: For them, Reed Touch provides
easy navigation anywhere on the show floor.
They simply input the exhibitor they want
to find and it provides a visual map across
the show floor to that booth. They can access
exhibitor listings for staffing, contacts, etc. and
request meetings before and during the event.
A key feature is that pre-show planning —
agendas created using our online tools — is
automatically bookmarked into Reed Touch
for use at the show. Finally, this is just phase
one of Reed Touch. We expect to continue
improving and enhancing the product as we
move forward.
>>Bob: Is New York Comic Con your
most successful public show to date? It
sure has spun off a series of other successful
events.
Chet: Don’t overlook the Eastern Sports
& Outdoor Show. It’s not a pop culture event,
but anything that draws more than 110,000
40 October 2010 Trade Show Executive www.TradeShowExecutive.com

Sponsored by
people year after year in the dead of winter
has to be considered a major success. But to
answer your question, NY Comic Con was our
first foray into what we call the “passion niche”
of consumer events. It formed the nucleus of
ReedPop, which now features NY Comic Con
and PAX in Seattle, our video gaming event.
This year, we launched the Chicago Comics &
Entertainment Expo (C2E2) and PAX East in
Boston. The PAX launch in Boston was the
most successful new event launch — B2B or
B2C — in our North American history. We
also just completed Star Wars Celebration V in
Orlando. We did our first UFC Fan Expo last
year in Las Vegas and this year we are doing
two in the United States and one in London.
Plus we have launched a comic and toy event
with our Reed Exhibitions colleagues in
Singapore that will debut later this year. Finally,
we are putting the finishing touches on a new
event here in the States that we will launch
next year to extend our presence into another
niche fueled by passionate fans.
>>Bob: That is most impressive. Has
your background in public relations
helped in your role at Reed Exhibitions?
Chet: In the agency business, you must
offer unique value to your customers in order
to succeed. And your business depends entirely
on the quality of relationship you have with
your clients or customers. Those are key areas
of emphasis for all of us at Reed Exhibitions.
The work I did around both corporate and
consumer brands gave me an orientation, or
a perspective, that is about growing brands
on the basis of customer value and customer
need. Our job is to understand our customers
and develop products and services that meet
their needs. As we move forward, the power
of ideas and our ability to gain deeper insight
into customer needs will be transforming.
>>Bob: How have your events grown
under your stewardship?
Chet: I’m pleased that we have changed in
many positive ways: we are no longer a North
American business with a few shows in Latin
America. We are the largest organizer in the
Americas. Our business in Brazil alone makes
us the largest organizer in Latin America. In the
United States, we have achieved an unwavering
focus on our customers — measured
objectively — and we held to that value despite
withering economic conditions. Our online
orientation has gone from websites and e-mail
marketing with virtually no revenue to a multimillion
dollar business delivering exceptional
and measurable customer value. We’ve opened
the door to new areas of business, from pop
culture events for consumers to medical education
for nursing specialists, oncologists and
psychiatrists. We’ve had to make hard choices
over the last couple of years, but we have been
open and honest with our people and we have
continued to provide professional development
opportunities, training and unique education.
>>Bob: What about the team that you
head up?
Chet: I’m pleased that our team here
at Reed Exhibitions never stopped pushing
for improvement and innovation during the
recession. We invested in becoming better for
our customers instead of just trying to hold
on to what we had. And because of that, our
customers are happier and more satisfied with
our events than they have been in years. As
a result, sales are on pace to provide exciting
growth next year. Words don’t mean much
without action behind them. The past two
years have been a time of proving that we
mean what we say about customer value and
about valuing our own people. I guess that’s
what I’m proudest of … our organization’s
ability to deliver on promises without excuses.
>>Bob: What makes a successful trade
show or event for you?
Chet: There are three ways to measure a
successful show: (1) Happy customers — more
satisfied than they were in the previous cycle
and with a stronger net promoter score; (2)
Meaningful progress in product development
— an event that is superior to the previous
edition in ways visible to the customer; and (3)
Achieving commercial metrics — keeping the
financial promise we make at budget.
>>Bob: Who were your mentors?
Chet: In this business, Mike Rusbridge
without question. In public relations, Jim Cox
in Houston, Bob Kornecki in Chicago and
Chris Komisarjevsky in New York. In journalism,
Basil Raffety, my college professor, advisor,
mentor and friend. Raf changed my life.
>>Bob: What skills should the next generation
of exhibition organizers possess?
Chet: I think the future will hinge on our
ability to understand brands and marketing, as
much as we understand venue and sales today.
Everything else is tactical adaptation. But one
particular tactical adaptation is critical for the
future demands of clients: the on-line competency
of organizers. Our discussion isn’t about
online marketing now; it’s about remaining
relevant to our customer audiences. There’s
nothing magical about the Internet and all the
devices, sites, services, social media and communities
it enables. The Internet and all the associated
software and hardware that have been
and will be created are just “appliances” now.
Debating the importance of fully leveraging
the online environment is like sitting around
debating the importance of the telephone
or the electric lights in your office. Sure, you
could do business with a postage stamp and
kerosene lamp … but your customers would
laugh you out of business.
>>Bob: What keeps you awake at night?
Chet: I don’t lie awake at night worrying
about work. Reed Exhibitions has an excellent
team and strong leaders. But if there is one
question that nags at me and that I can never
fully answer, it is this: Are we running fast
enough to capture all the opportunities that
lie just across the horizon? Lost opportunity is
cause for regret … and I try very hard to live
my life without regret.
Reach Chet Burchett at (203) 840-5301 or
cburchett@reedexpo.com
Columnist Bob
Dallmeyer, CEM,
has been chairman
of both the International
Association
of Exhibitions and
Events (IAEE) and the
Trade Show Exhibitors
Association (TSEA), Bob Dallmeyer
as well as a former
director of the Center for Exhibition Industry
Research (CEIR). In 2006, he was inducted
into the Convention Industry Council’s “Hall
of Leaders” and received IAEE’s Pinnacle
Award in 2008.
Contact Bob at (323) 934-8300 or
bdallmeyer@tradeshowexecutive.com
www.TradeShowExecutive.com Trade Show Executive October 2010 41

special report
Waiting to Exhale:
Construction Activity Remains Slow as Industry Takes a Breather
By Dana Myers, m a n a g i n g e d i to r
a n d Renee Di Iulio, s e n i o r e d i to r
Oceanside, CA – As the struggling
economy continues to tighten the wallets
of those exhibiting in and attending
trade shows, venues are facing more
discriminating show producers looking
for convention centers that can accommodate
their shows while providing their
customers the best bang for their buck.
Now more than ever, centers are finding
themselves vying against others not
previously considered competition.
But while many venues feel the pressure
to upgrade and possibly expand to
prepare for growth five years down the
road, most facilities (with the exception
of a few) are right-sized now, and
the two-year trend of trade shows in
decline have made it difficult to justify
and secure funding for new construction
projects.
The Center for Exhibition Industry
Research (CEIR) announced that data
collected for the annual CEIR Index
revealed overall declines for trade shows
held in the Second Quarter of 2010,
marking the ninth consecutive quarter
of declines when compared to the same
quarter of the previous year. Trade Show
Executive’s Monthly Dashboard of Trade
Show Metrics also reported declines in net
square footage every month except one
between November 2009 and May 2010.
The declines add fuel to the fire for
opponents of convention center projects,
who find it hard to swallow spending
millions on building new or expanding
convention centers at the same time that
budgets are being slashed for essential
city services, such as law enforcement
and schools. But while new builds and
expansions may not be warranted until
the industry shows sustained growth,
there is a need for upgrades in technology,
meeting space, traffic flow, food and
beverage, and lighting to keep pace with
the higher expectations of scrutinizing
show managers.
Continued on page 47
42 October 2010 Trade Show Executive www.TradeShowExecutive.com

Construction Calendar
Of the 25 centers on the construction calendar, 40% percent will be completed this year and another 40% in 2011. Construction
slows to two centers planning openings in 2012 and three in 2013. Nothing on the drawing board for later completion has yet
begun construction.
1st Quarter 2010
1st Quarter 2011
2nd Quarter 2012
• Greater Columbus Convention Center,
Columbus, OH
• Evraz Place, Regina, SK, Canada*
• Great Lakes Expo Center, Euclid, OH*
• Tulsa Convention Center, Tulsa, OK
• Walter E. Washington Convention Center,
Washington, DC
2nd Quarter 2010
• Charlotte Convention Center, Charlotte, NC
• Washington State Convention Center, Seattle,
WA
3rd Quarter 2010
• Jacob K. Javits Convention Center, New York,
NY
4th Quarter 2010
• AMSOIL Arena at the Duluth Entertainment
Convention Center, Duluth, MN
• The Cosmopolitan Resort & Casino, Las Vegas,
NV*
• Baton Rouge River Center, Baton Rouge, LA
• Indiana Convention Center & Lucas Oil Stadium,
Indianapolis, IN
• Irving Convention Center at Las Colinas, Irving,
TX*
• Pennsylvania Convention Center, Philadelphia,
PA
• The Toronto Congress Centre, Toronto, ON,
Canada
2nd Quarter 2011
• Niagara Convention & Civic Centre, Niagara
Falls, ON, Canada*
• Ottawa Convention Center, Ottawa, ON,
Canada*
• Renaissance Colorado Springs Hotel, Spa &
Conference Center, Colorado Springs, CO*
• Waco Convention Center, Waco, TX
4th Quarter 2011
• Fairplex, Southern California’s Event &
Entertainment Center, Pomona, CA
• Roland E. Powell Convention Center, Ocean
City, MD
3rd Quarter 2012
• Embassy Suites Pleasant Grove Hotel,
Convention Center & Spa, Pleasant Grove, UT*
2013
• Cleveland Medical Mart & Convention Center,
Cleveland, OH*
• Music City Center, Nashville, TN*
• Nashville Medical Trade Center, Nashville, TN*
* New builds
© 2010 Trade Show Executive
Centers on the Drawing Board
At present, 24 centers are in the early stages of development, working through public opinion, feasibility, financing, approval,
design and site selection. With the uncertain economy, cities and centers have popped on and dropped off the list (or remained
on hold) while dealing with venue-specific issues. Here, Trade Show Executive lists those centers currently exploring expansion
at some early stage.
Discussion
• Anaheim Convention Center, Anaheim, CA
• Cobo Convention Center, Detroi, MI
• Piers 92/94 (formerly The UnConvention Center)
• Riverside Convention Center, Riverside, CA
• Tucson Convention Center, Tucson, AZ
Feasibility Study
• Alliant Energy Center, Madison, WI
• Boise Convention Center, Boise, ID
• Frontier Airlines Center, Milwaukee, WI
• Phoenix Convention Center, Phoenix, AZ
• Prairie Capital Convention Center, Springfield, IL
• Savannah International Trade & Convention Center, Savannah, GA
Financing
• Bismarck Civic Center, Bismarck, ND
• Boston Convention & Exhibition Center, Boston, MA
• Myriad Botanical Resort, Tunica, MS*
• Northern Kentucky Convention Center, Covington, KY
• San Jose McEnery Convention Center, San Jose, CA
• Winnipeg Convention Center, Winnipeg, MB, Canada
Legislative Approval
• Allen County War Memorial Coliseum, Fort Wayne, IN
Design/Site Selection
• Albany Convention Center, Albany, NY*
• Gaylord Mesa, Mesa, AZ (project on hold)*
• Legends Bay Casino-Resort-Spa, Sparks, NV (project on hold)*
• Myrtle Beach Convention Center, Myrtle Beach, SC
• San Diego Convention Center, San Diego, CA
• Utah County Convention Center, Provo, UT*
* New builds
© 2010 Trade Show Executive
Continued on page 44
www.TradeShowExecutive.com Trade Show Executive October 2010 43

Convention Centers: United States
Pre-Construction Post-Construction Phase/Expected
Exhibition Facility by Location Exhibit & Meeting Space Exhibit & Meeting Space Completion Date Key Features Management
CALIFORNIA
Pomona
Fairplex, Southern California’s Event Prime Exhibit Space: 250,000 sf Prime Exhibit Space: 300,000 sf Phase: Construction Design incorporates existing 35,000 sf Cindy Smith, Director of Conference
& Entertainment Center Meeting Space: 11,000 sf Meeting Space: 56,000 sf Completion Date: Winter 2011 exhibit building with new 50,000 sf Sales, Sheraton Fairplex Hotel &
1101 W. McKinley Ave. structure; high-tech capabilities; Conference Center, (909) 622-2220,
Pomona, CA 91768 designed for IACC and LEED cindy.smith@sheraton.com;
www.fairplex.com certification. Melissa DeMonaco-Tapia, Director
of Sales, (909) 865-4042,
demonaco@fairplex.com
COLORADO
Colorado Springs
Renaissance Colorado Springs Hotel, New Facility Prime Exhibit Space/Meeting Space: Phase: Construction 30,000 sf ballroom. Luxury facilities to Managed by John Q. Hammons.
Spa & Conference Center 80,000 sf include 259 deluxe guest rooms and Hotels & Resorts
9494 Federal Dr. Breakout Rooms: 23 41 suites. Sharon Siedler, Director of Sales &
Colorado Springs, CO 80921 Marketing, (719) 265-8500,
www.coloradospringsrenaissance.com
sharon.siedler@jqh.com
INDIANA
Indianapolis
Indiana Convention Center & Prime Exhibit Space: Prime Exhibit Space: Phase: Construction In 2011, center will be connected by Managed by Capital Improvement
Lucas Oil Stadium (LOS) CC: 312,400 sf CC: 566,600 sf Completion Date: skywalk to 12 premium hotels. State- Board. Barney Levengood, Executive
100 S. Capitol Ave. LOS: 182,500 sf LOS: 182,500 sf CC: January 2011 of-the-art Internet and data networking Director, (317) 262-3404,
Indianapolis, IN 46225 Meeting Space: Meeting Space: LOS: Opened August 2008 services. 15 minutes from airport. barney.levengood@icclos.com;
www.icclos.com CC: 113,283 sf CC: 175,475 sf Linda Addaman, Director of
LOS: 13,000 sf LOS: 13,000 sf Marketing & Sales, (317) 262-3404,
Breakout Rooms: CC: 52/LOS:12 Breakout Rooms: CC: 83/LOC:12 linda.addaman@icclos.com
LOUISIANA
Baton Rouge
Baton Rouge River Center Prime Exhibit Space: 100,000 sf Prime Exhibit Space: 100,000 sf Phase: Construction Walking distance to 300-room Sheraton, Todd Mitchell, General Manager,
275 S. River Rd. Meeting Space: 14,000 sf Meeting Space: 26,096 sf Completion Date: February 2011 290-room Hilton and downtown attractions. (225) 389-3030,
Baton Rouge, LA 70802 Breakout Rooms: 8 Breakout Rooms: 17 Will add 12,000 sf pre-function space. tmitchell@brrivercenter.com;
www.brrivercenter.com
Rhonda Herbert Ruffino,
Director of Sales, (225) 389-3030,
rruffino@brrivercenter.com
MARYLAND
Ocean City
Roland E. Powell Convention Center Prime Exhibit Space: 67,000 sf Prime Exhibit Space: 79,000 sf Phase: Design/site preparation Located along the Isle of Wight Bay. Rick Hamilton, Convention Center
4001 Coastal Hwy. Meeting Space: 45,000 sf Meeting Space: 45,000 Completion Date: Phase I, Additional 25,000 sf ballroom can Director, (410) 289-8311,
Ocean City, MD 21842 Breakout Rooms: 22 Breakout Rooms: 22 Spring 2012 be used for exhibits. Free parking. rhamilton@ococean.com;
www.ococean.com
MINNESOTA
Fred Wise, CHME, Director of
Sales & Marketing, (410) 289-8181,
fwise@ococean.com
Duluth
AMSOIL Arena at the Duluth Prime Exhibit Space: 100,000 sf Prime Exhibit Space: 120,000 sf Phase: Construction State-of-the-art; 2 adjoining Daniel Russell, Executive Director,
Entertainment Convention Center Meeting Space: 150,000 sf Meeting Space: 150,000 sf Completion Date: December 2010 convention centers. (218) 722-5573, drussell@decc.org;
350 Harbor Dr. Breakout Rooms: 32 Breakout Rooms: 32 New AMSOIL Arena will feature open Sue Ellen Moore, Director of Sales,
Duluth, MN 55802 bowl design with seating for 6,600+. (218) 722-5573 x202,
www.duluthconventioncenter.com Convieniently located to downtown smoore@decc.org
Duluth and Canal Park areas.
Continued on page 46
44 October 2010 Trade Show Executive www.TradeShowExecutive.com

When
went looking for the best professional management team for historic
the choice was easy. The choice was unanimous. The choice was
SMG would like to thank the Detroit
Regional Convention Facility Authority
and Detroit Metro Convention &
Visitors Bureau for their vote of
confidence, and welcome the nation’s
20th largest venue to the elite
collection of SMG managed convention
centers, which now includes eight of
the largest venues in North America.
Photo by Bill Bowen
To take a new look at COBO CENTER, or
any of the 67 convention venues in the
SMG network, please contact:
Gregg Caren
1-866-BOOK-SMG
gcaren@smgworld.com
smgworld.com
www.TradeShowExecutive.com Trade Show Executive October 2010 45

Convention Centers: United States
Pre-Construction Post-Construction Phase/Expected
Exhibition Facility by Location Exhibit & Meeting Space Exhibit & Meeting Space Completion Date Key Features Management
NEVADA
Las Vegas
The Cosmopolitan Resort & Casino New Facility Prime Exhibit Space: 98,000 sf Phase: Construction 2,995 guest rooms and suites Jennifer Herring, Director of Sales,
3708 Las Vegas Blvd. South Meeting Space: 150,000 sf Completion Date: December 2010 (most with private terraces), dining and (702) 698-7000, jennifer.herring@
Las Vegas, NV 89109 Breakout Rooms: 48 shopping, spa, salon and fitness center, cosmopolitanlasvegas.com
www.cosmopolitanlasvegas.com
casino, nightclub and entertainment.
Located in the heart of The Strip.
OHIO
Cleveland
Cleveland Medical Mart & New Facility Prime Exhibit Space: 270,000 sf Phase: Site preparation Cleveland MMCC’s unique approach Tony Prusak, Director of
Convention Center Meeting Space: 100,000 sf Completion Date: Fall 2013 will integrate trade show and conference Convention Sales, (216) 920-1430,
Cleveland, OH 44114 Breakout Rooms: TBD facilities with permanent showrooms tprusak@mmart.com;
www.clevelandmedicalmart.com within a single structure designed Byron Morton, Vice President of
specifically for the health care industry. Sales & Leasing, (312) 527-7701,
bmorton@mmart.com
PENNSYLVANIA
Philadelphia
Pennsylvania Convention Center Prime Exhibit Space: 440,000 sf Prime Exhibit Space: 679,000 sf Phase: Construction Downtown; walk to hotels; attractions, Stephanie Boyd, VP Sales,
1101 Arch St. Meeting Space: 89,842 sf Meeting Space: 151,956 sf Completion Date: March 2011 shopping; high-speed Internet access; Marketing & Customer Relations,
Philadelphia, PA 19107 Breakout Rooms: 50 Breakout Rooms: 79 free WiFi in public concourses; two (215) 418-4759,
www.paconvention.com separate entrances. sboyd@paconvention.com
TENNESSEE
Nashville
Music City Center New Facility Prime Exhibit Space: 350,000 sf Phase: Construction Exhibit hall acoustically designed to Kay Witt, Senior VP of Sales,
Nashville, TN Meeting Space: TBD Completion Date: 2013 double as concert hall; 2 ballrooms; Nashville Convention & Visitors
www.nashvillemusiccitycenter.com 36 loading docks; designed to meet Bureau, (615) 259-4739,
LEED Silver Certification.
kayw@visitmusiccity.com
Nashville Medical Trade Center New Facility Prime Exhibit Space: 115,000 sf Phase: Construction/Pre-leasing Project involves construction of multiple Managed by Market Center
601 Commerce St. Meeting Space: 30,000 sf Completion Date: 2013 stories on existing convention center Management Co., Ltd.
Nashville, TN 37203 site. To feature permanent showrooms, David Osborn, General Manager,
www.nmtc.com temporary exhibition space and training (866) 878-8778,
and education facilities; connected to
673-room hotel.
dosborn@mcmcmail.com
TEXAS
Irving
Irving Convention Center at Las Colinas New facility Prime Exhibit Space: 50,000 sf Phase: Construction 20,000 sf ballroom or 20,000 sf Managed by SMG.
Las Colinas Blvd. at Highway 114 Meeting Space: 20,000 sf Completion Date: January 2011 breakout space. Phase II includes Cheryl Clahoun, Director of Sales &
Irving, TX 75039 Breakout Rooms: 20 entertainment, restaurants, retail, cinema Event Services, (972) 252-7476 x102,
www.irvingconventioncenter.com and hotel. ccalhoun@irvingconventioncenter.com
Waco
Waco Convention Center Prime Exhibit Space: 62,250 sf Prime Exhibit Space: 62,250 Phase: Construction 3,300 sf balcony terrace on Brazos Carla Pendergraft, CMP,
PO Box 2570 Breakout Rooms: 9 Meeting Space: 22,100 sf Completion Date: June 2011 Ballroom; 18,000 sf pre-function Director of Sales, (254) 750-5806,
Waco, TX 76702-2570 Breakout Rooms: 19 space adjacent to exhibition and carlap@ci.waco.tx.us
www.wacocvb.com/conv.asp
meeting rooms.
UTAH
Pleasant Grove
Embassy Suites Pleasant Grove Hotel, New facility Prime Exhibit Space: 100,000 sf Phase: Constuction Luxury facilities to include 300-suite Managed by John Q. Hammons
Convention Center & Spa Meeting Space: TBD Completion Date: Summer 2012 hotel with panoramic views of Hotels & Resorts, (417) 864-4300
1062 S. Embassy Grove Blvd. mountains and Utah Lake.
Pleasant Grove, UT 84062
www.jqhhotels.com
46 October 2010 Trade Show Executive www.TradeShowExecutive.com

Convention Centers: United States/Canada
Pre-Construction Post-Construction Phase/Expected
Exhibition Facility by Location Exhibit & Meeting Space Exhibit & Meeting Space Completion Date Key Features Management
Canada
ONTARIO
Niagara Falls
Niagara Convention & Civic Centre New facility Prime Exhibit Space: 82,000 sf Phase: Construction 17,000 sf ballroom; 1,000-tiered, soft- Kerry Painter, President & General
6380 Fallsview Blvd., Ste. 202 Meeting Space: 42,955 sf Completion Date: April 2011 seat theater; 5,000 hotel rooms within Manager, (905) 357-6222,
Niagara Falls, ON L2G 7Y6 Breakout Rooms: 11 one mile. Designed to exceed LEED kpainter@fallsconventions.com;
www.fallsconventions.com Silver Certification. Jeff Dixon, Director of Sales &
Marketing, (905) 357-6222,
jdixon@fallsconventions.com
Ottawa
Ottawa Convention Centre New Facility Prime Exhibit Space: 56,000 sf Phase: Construction 21,300 sf ballroom, designed to meet Patrick Kelly, President,
55 Colonel By Drive Meeting Space: 46,000 sf Completion Date: April 2011 LEED Silver Certification. Sweeping (613) 563-1984,
Ottawa, ON K1N 9J2 Breakout Rooms: 28 window façade. Will connect to 495- pkelly@ottawaconventioncentre.com;
www.ottawaconventioncentre.com room Westin Ottawa. Andrew Beattie, VP Sales &
Marketing, (613) 563-1984,
abeattie@ottawaconventioncentre.com
Toronto
The Toronto Congress Centre Prime Exhibit Space: 1,000,000 sf Prime Exhibit Space: 1,000,000 sf Phase: Construction Adding 27,000 sf ballroom. Existing Alain Sutton, President & CEO,
650 Dixon Rd. Meeting Space: 78,000 sf Meeting Space: 105,000 sf Completion Date: January 2011 10,000 sf ballroom. Minutes to airport; (416) 245-5000,
Toronto, ON M9W 1J1 Breakout Rooms: 70 Breakout Rooms: 70 15 minutes to downtown. 10,000 gem@torontocongresscentre.com;
www.torontocongresscentre.com guest rooms within walking distance or Mike Russell, Business Development
Mexico
no new facilities or
expansions are
underway.
short shuttle. HACCP-accredited. Manager, (416) 245-5000 x2257,
mrussell@torontocongresscentre.com
Continued from page 42
Although the economy — and trade
shows — have recently shown a glimmer
of hope towards recovery, the industry is
holding its breath and waiting for a clear
sign. When it will finally be able to exhale
remains to be seen.
This edition of Trade Show Executive’s
Semi-Annual Pardon Our Dust features
details on 17 convention center projects
currently in the works, including new
builds and expansions — the fewest convention
center projects on record at any
given time since the report’s inception
in 2004. However, a sign that things may
be turning a corner are the additional 24
projects that are currently on the drawing
board. (See the complete list on page
43). How many of these will actually
clear the funding hurdle to break ground
will provide a good indication of a solid
recovery. TSE
Trade Show Executive Snapshot: Stats and Facts
Following are additional facts about current
construction activity for new builds and
expansions in the U.S., Canada and Mexico:
• Of the 17 centers in this report, nine are
new builds and eight are expansions/renovations.
• When completed, expansions and new
builds will add a total of 1,776,200 square feet
of prime exhibit space, and will add at least
619,457 square feet of meeting space.
• Of this, new builds will generate 1,201,000
square feet of prime exhibit space and at least
388,955 square feet of meeting space.
• Expansions will generate 575,200 square
feet of prime exhibit space and 230,502 square
feet of meeting space.
• The average size of a new build is
133,444 square feet of prime exhibit space
and 64,826 square feet of meeting space.
• The average expansion is 115,040 square
feet of exhibit space and 38,417 square feet of
meeting space.
• Since TSE’s last Pardon Our Dust in March,
three facilities have opened their doors. Of
these, all three are expansions. No new builds
have been unveiled in the past six months.
• The three venues that recently opened
brought online 111,000 square feet of prime
exhibit space and 61,561 square feet of meeting
space.
• According to the construction calendar, 10
facilities are expected to complete construction
in 2010; 10 will complete construction in 2011;
eight in 2011; two in 2012; and three in 2013.
The next Semi-Annual Pardon Our Dust report
will be published in March 2011.
www.TradeShowExecutive.com Trade Show Executive October 2010 47

Sponsored by
TSE’s Trade Show Locator
ZOOM Presents the Leading Shows Coming
Up in December in North America
By Dana Myers, m a n a g i n g e d i to r
Whether you need a quick reminder of shows on
the horizon or are studying the market for potential
partnerships, co-locations or acquisitions, here is a list
of 41 of the most important trade shows scheduled for
December. Each show is listed by industry category and
contains both a wide-angle and close-up view of the
event, the organizer, the site and projected size. For a list
of shows coming up in the next 12 months — searchable
by each field — go to www.TradeShowExecutive.com
To be considered for future editions of Zoom in
print and online, e-mail information on your show to
me at dmyers@tradeshowexecutive.com
Show Name/Management/Web Address Show Manager Dates Venue/City/State Projected Size
ADVERTISING & MARKETING
Sign World Int’l. Arlene George 12/2/10 Atlantic City Convention Center 160,000 nsf
United States Sign Council Dir. of Expositions 12/4/10 Atlantic City, NJ 210 Exhibitors
www.ussc.org 215-785-1922 5,500 Attendees
AEROSPACE & AVIATION
Int’l. Council of Air Shows Convention 2010 John Cudahy 12/5/10 Paris Las Vegas 26,000 nsf
ICAS President 12/8/10 Las Vegas, NV 325 Exhibitors
www.airshows.aero/ 703-779-8510 1,500 Attendees
AGRICULTURE & FARMING
Annual Ohio Turfgrass Conference & Show Show Manager 12/6/10 Greater Columbus Convention Center 37,500 nsf
Offinger Management Co. 888-683-3445 12/9/10 Columbus, OH 155 Exhibitors
www.ohioturfgrass.org
2,450 Attendees
CSS 2010 & Seed Expo Jennifer Crouse 12/7/10 Hyatt Regency Chicago’s 16,000 nsf
American Seed Trade Association Dir. of Meetings 12/10/10 Riverside Center 115 Exhibitors
www.amseed.org 703-837-8140 Chicago, IL 2,600 Attendees
Great Lakes Fruit, Vegetable Sharri German 12/7/10 DeVos Place 68,000 nsf
& Farm Market EXPO Trade Show Manager 12/9/10 Grand Rapids, MI 340 Exhibitors
Great Lakes Expo 616-794-0492 3,500 Attendees
www.glexpo.com
Irrigation Show 2010 Joy Jump 12/5/10 Phoenix Convention Center 100,000 nsf
Irrigation Association Meetings & Trade Show Mgr. 12/7/10 Phoenix, AZ 350 Exhibitors
www.irrigationshow.org 703-536-7080 7,000 Attendees
NAAA Annual Convention & Exposition Peggy Knizer 12/6/10 Savannah International Trade NSF Not Supplied
National Agricultural Aviation Association Asst. Executive Director 12/9/10 & Convention Center 100 Exhibitors
www.agaviation.org 202-546-5722 Savannah, GA 1,400 Attendees
APPAREL, BEAUTY, SHOES & TEXTILES
FFANY New York Shoe Expo Phyllis Rein 12/1/10 Hilton New York Hotel & FFANY NSF Not Supplied
Fashion Footwear Association of New York Sr. Vice President 12/3/10 Member Showrooms 300 Exhibitors
www.ffany.org 212-751-6422 x15 New York, NY 4,500 Attendees
AUTOMOTIVE, TRUCKING & TRANSPORTATION
The Int’l. WorkBoat Show Bob Callahan 12/1/10 New Orleans Ernest N. Morial 188,000 nsf
Diversified Business Communications Show Director 12/3/10 Convention Center 1,000 Exhibitors
www.workboatshow.com 207-842-5592 New Orleans, LA 13,000 Attendees
Performance Racing Industry Trade Show Karin Davidson 12/9/10 Orange County Convention Center 306,600 nsf
Laguna Coast Publishing, Inc. Trade Show Director 12/11/10 Orlando, FL 1,114 Exhibitors
www.performanceracing.com 949-499-5413 38,000 Attendees
Dana Myers
BUILDING & CONSTRUCTION
Canadian Pool & Spa Conference & Expo 2010 Show Manager 12/7/10 Toronto Congress Centre 42,000 nsf
Pool & Hot Tub Council of Canada 416-291-9940 12/9/10 Toronto, ON, Canada 155 Exhibitors
www.poolandspaexpo.ca
2,000 Attendees
© 2010, Trade Show Executive magazine, Oceanside, CA (760) 630-9105.
48 October 2010 Trade Show Executive www.TradeShowExecutive.com

TSE’s Trade Show Locator
WHERE
Location Innovation
MEETS
Sponsored by
irvingtexas.com 1.800.247.8464
Show Name/Management/Web Address Show Manager Dates Venue/City/State Projected Size
building & construction (continued)
Construct Canada/PM Expo/DesignTrends/ George Przybylowski 12/1/10 Metro Toronto Convention Centre 110,000 nsf
Concrete Canada/HomeBuilder & Renovator Vice President 12/3/10 Toronto, ON, Canada 700 Exhibitors
MMPC Expositions 416-512-0203 23,000 Attendees
www.constructcanada.com
Ecobuild America George Borkovich 12/6/10 Walter E. Washington 40,000 nsf
AEC Science & Technology, LLC Principal 12/10/10 Convention Center 200 Exhibitors
www.aececobuild.com 610-444-9692 Washington, DC 4,000 Attendees
EDUCATION, TRAINING, SCIENCE & RESEARCH
ACTE 2010 Annual Convention Jim Waterhouse 12/2/10 Las Vegas Convention Center 40,000 nsf
& Career Tech Expo Sales & Exhibits Manager 12/4/10 Las Vegas, NV 300 Exhibitors
Association for Career & Technical Education 703-683-3111 x332 5,000 Attendees
www.acteonline.com
CSBA Annual Education Conference Deanna Fernandes 12/2/10 Moscone Center 25,000 nsf
& Trade Show Annual Education 12/4/10 San Francisco, CA 300 Exhibitors
California School Boards Association Conference Coord. 4,000 Attendees
http://aec.caba.org 916-669-3273
National Athletic Directors Conference/ Walter Sargent 12/15/10 Orlando World Center Marriott NSF Not Supplied
NIAAA Annual Meetings Dir. of Marketing 12/19/10 Orlando, FL 300 Exhibitors
National Interscholastic Athletic 317-587-1450 1,800 Attendees
Administrators Association
www.niaaa.org
NSTA Area Conference – Tennessee Richard Smith 12/2/10 Gaylord Opryland Resort & 45,000 nsf
National Science Teachers Association Managing Director 12/4/10 Convention Center 180 Exhibitors
www.nsta.org 703-243-7100 Nashville, TN 4,000 Attendees
TAHPERD Annual Convention Lisa Fall 12/1/10 Moody Gardens 60,000 nsf
Texas Association for Health, Physical Dir. of Conventions & Mtgs. 12/4/10 Galveston, TX 400 Exhibitors
Education, Recreation & Dance 512-459-1299 8,000 Attendees
www.tahperd.org
EXHIBITION & MEETING INDUSTRY
Exhibit Designers & Producers Association Kelly Lacey 12/1/10 TPC Sawgrass Marriott Resort & Spa NSF Not Supplied
Annual Conference & Showcase Senior Dir. of Exhibit 12/3/10 Point Vedra Beach, FL 90 Exhibitors
Red 7 Media, LLC & Sponsorship Sales 400 Attendees
www.edpa.org 203-899-8461
Expo! Expo! Annual Meeting & Exhibition 2010 Julie Anderson 12/7/10 New Orleans Ernest N. Morial 40,000 nsf
International Association of Exhibitions & Events Dir. of Exhibitions 12/9/10 Convention Center 290 Exhibitors
www.iaee.com/expo 972-687-9206 New Orleans, LA 1,916 Attendees
Holiday Showcase Kasia Piechnik 12/14/10 Hyatt Regency Chicago’s 28,000 nsf
Association Forum of Chicagoland Manager of Meetings 12/14/10 Riverside Center 300 Exhibitors
www.holidayshowcase.org & Exhibits Chicago, IL 2,300 Attendees
312-924-7022
FINANCIAL, INSURANCE & LEGAL SERVICES
NAMB/WEST Anika Sallins 12/4/10 MGM Grand Hotel 27,000 nsf
National Association of Mortgage Brokers Dir. of Certification 12/6/10 & Conference Center 90 Exhibitors
www.namb.org & Education Las Vegas, NV 3,500 Attendees
703-342-5863
FOOD & BEVERAGE
SOHO EXPO Carylene Reed 12/2/10 Gaylord Palms Hotel 35,000 nsf
Southeast Natural Products Association Executive Dir. & Trade 12/5/10 & Convention Center 375 Exhibitors
www.southeastnpa.org Show Dir. Kissimmee, FL 1,700 Attendees
727-846-0320
© 2010, Trade Show Executive magazine, Oceanside, CA (760) 630-9105.
Continued on page 50
www.TradeShowExecutive.com Trade Show Executive October 2010 49

Sponsored by
TSE’s Trade Show Locator
Continued from page 49
Show Name/Management/Web Address Show Manager Dates Venue/City/State Projected Size
JEWELRY
Baton Rouge Jewelry & General Dave Harrington 12/11/10 Baton Rouge River Center 50,000 nsf
Merchandise Show Show Manager 12/13/10 Baton Rouge, LA 300 Exhibitors
Helen Brett Enterprises 630-241-9865 16,000 Attendees
www.gift2jewelry.com
MEDICAL & HEALTH CARE PRODUCTS
AARC 56th Int’l. Respiratory Congress Kathy Blackmon 12/6/10 Las Vegas Convention Center 24,000 nsf
American Association for Respiratory Care Convention & Meetings 12/9/10 Las Vegas, NV 200 Exhibitors
www.aarc.org Manager 6,000 Attendees
972-243-2272
AES Annual Meeting Elizabeth Pillsworth 12/3/10 Henry B. Gonzalez 20,000 nsf
American Epilepsy Society Dir. of Meetings & Events 12/7/10 Convention Center 67 Exhibitors
www.aesnet.org 860-586-7505 x566 San Antonio, TX 4,000 Attendees
ASCB Annual Meeting Ed Newman 12/11/10 Pennsylvania Convention Center 50,000 nsf
The American Society for Cell Biology Dir. of Marketing 12/15/10 Philadelphia, PA 350 Exhibitors
www.ascb.org 301-347-9300 6,000 Attendees
ASH Annual Meeting & Exposition Jill Clark 12/4/10 Orange County Convention Center 125,000 nsf
American Society of Hematology Annual Meeting Manager 12/7/10 Orlando, FL 280 Exhibitors
www.hematology.org 202-776-0544 23,000 Attendees
IHI National Forum on Quality Improvement Sara Kolovitz 12/5/10 Gaylord Palms Hotel NSF Not Supplied
in Health Care Sales Manager 12/8/10 & Convention Center Exhibitors Not Supplied
SmithBucklin Corporation 312-673-4779 Kissimmee, FL 5,500 Attendees
www.ihi.org
Postgraduate Assembly in Anesthesiology William Burdett 12/10/10 Marriott Marquis 12,640 nsf
New York State Society of Anesthesiologists Trade Show Coordinator 12/14/10 New York, NY 105 Exhibitors
www.nyssa-pga.org/ 212-867-7140 3,700 Attendees
PHARMACEUTICALS
ASHP Midyear Clinical Meeting & Exhibition Dayna Evans 12/5/10 Anaheim Convention Center 135,000 nsf
American Society of Health-System Pharmacists Exhibits & Sponsorship Sales 12/9/10 Anaheim, CA 350 Exhibitors
www.ashp.org 301-664-8655 22,000 Attendees
REAL ESTATE, BUSINESS OPPORTUNITIES & LAND DEVELOPMENT
ICSC New York National Conference Rita Malek 12/6/10 New York Hilton & Towers/ 100,000 nsf
Int’l. Council of Shopping Centers Global Trade Show 12/7/10 Sheraton New York & Tower 400 Exhibitors
www.icsc.org Sales Manager New York, NY 8,500 Attendees
646-728-3800
Triple Play REALTOR® Convention & Trade Expo Mary Pilaar 12/7/10 Atlantic City Convention Center NSF Not Supplied
New Jersey Association of REALTORS® Event Coordinator 12/9/10 Atlantic City, NJ 300 Exhibitors
www.realtorstripleplay.com 732-494-4719 7,500 Attendees
SPORTING GOODS & RECREATION
Athletic Business Conference & Expo Jessica Martin 12/1/10 San Diego Convention Center 75,000 nsf
Athletic Business Publications, Inc. Trade Show Director 12/4/10 San Diego, CA 375 Exhibitors
www.athleticbusinessconference.com 608-249-0186 3,750 Attendees
Baseball Winter Meetings Noreen Brantner 12/6/10 Walt Disney Swan and Dolphin Resort 38,000 nsf
Minor League Baseball Manager, Exhibition Services 12/9/10 Lake Buena Vista, FL 258 Exhibitors
www.minorleaguebaseball.com 727-822-6937 3,200 Attendees
TRAVEL, HOTELS & RESTAURANTS
AOA Marketing & Management Conference Robin Brown 12/7/10 Salt Palace Convention Center 16,800 nsf
for Outfitters & Adventure Resorts Communications Director 12/9/10 Salt Lake City, UT 70 Exhibitors
America Outdoors Association 800-524-4814 800 Attendees
www.americaoutdoors.org
© 2010, Trade Show Executive magazine, Oceanside, CA (760) 630-9105.
Continued on page 52
50 October 2010 Trade Show Executive www.TradeShowExecutive.com

Sponsored by
Continued from page 50
SO EASY
TO
GET TO.
CMYK
ONTARIO, SOUTHERN CALIFORNIA. THE CENTER OF IT ALL.
RGB
Show Name/Management/Web Address Show Manager Dates Venue/City/State Projected Size
Greyscale
SO HARD
TO
LEAVE.
Travel, hotels & Restaurants (continued)
Luxury Travel Expo 2010 Alicia Evanko 12/7/10 Mandalay Bay Resort & Casino 70,000 nsf
Questex Media Group, Inc. Show Director 12/9/10 Las Vegas, NV 500 Exhibitors
www.LuxuryTravelExpo.com 212-895-8266 3,000 Attendees
InSites Convention & Outdoor Hospitality Expo Kera Tomlin 12/1/10 Rio All-Suites Hotel & Casino 40,000 nsf
National Association of RV Parks Exhibits Manager 12/3/10 Las Vegas, NV 200 Exhbitors
& Campgrounds 800-395-2267 1,200 Attendees
www.arvc.org
TSE’s Trade Show Locator
WATER, ENERGY & POWER
B/W
NGWA Ground Water Expo Greg Phelps 12/7/10 Las Vegas Convention Center 54,100 nsf
National Ground Water Association Dir. of Mtg. Planning 12/10/10 Las Vegas, NV 300 Exhibitors
www.ngwa.org & Expositions 3,500 Attendees
614-898-7791 x567
POWER-GEN International Jennifer Lindsey 12/14/10 Orange County Convention Center 367,800 nsf
PennWell Corporation Senior Event 12/16/10 Orlando, FL 1,178 Exhibitors
Pantone Reflex Pantone 284M Pantone 1795M Pantone 1375M Pantone 803M
Pantone (5 Colors)
www.power-gen.com Operations Manager 18,221 Attendees
918-832-9313
World Energy Engineering Congress Ted Kurklis 12/8/10 Walter E. Washington 100,000 nsf
Association of Energy Engineers WEEC Exhibit Manager 12/9/10 Convention Center 350 Exhibitors
www.energycongress.com 770-271-7869 Washington, DC 4,500 Attendees
Pantone (Single Color)
Pantone (Three Color)
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© 2010, Trade Show Executive magazine, Oceanside, CA (760) 630-9105.
52 October 2010 Trade Show Executive www.TradeShowExecutive.com

People
Christina Condos
is the new president of
Kentwood Partners,
an events consulting
firm in Florida. Condos
left 1105 Media where
she had been vice
Condos
president of events
for the Government
Information Group. Her career has also
included positions in show management with
CMP Information, CMP Media, Advanstar
Communications and Miller Freeman. Reach
Christina at (516) 316-5509 or christina@
kentwoodpartners.com
The International Dairy Foods Association
promoted Robin Cornelison to the
position of director, trade show. The
announcement was made after the successful
launch of IDFA’s International Dairy Show
in September. She joined IDFA in 2008 as
manager, trade show, and
was previously manager
of exhibit services for
the National Association
of Broadcasters. Reach Freeman
Robin at (202) 220-3542
or rcornelison@idfa.org
Cornelison
IBC named Kelly
Hyde and longtime event marketer
Charlotte Pudney to the Executive
Management Committee, the project
group that manages the annual IBC event
for European professionals involved in the
delivery of entertainment and news content.
Hyde was named IBC marketing manager.
She joined IBC in 2008 as assistant marketing
manager. Pudney was appointed marketing
consultant. She joined IBC earlier this year
after experience with Reed Expositions and
United Business Media. She has also consulted
for show organizers including Advanstar
Communications and Clarion Events. Reach
Kelly at +44 (0) 207 832 4104 or hyde@ibc.
org; Charlotte at +44 (0) 207 832 4104 or
cpudney@ibc.org
got news?
Let us know when news is heating up!
As you near the final stages of an acquisition,
change in management, expansion, launch
or other important news, let us know in
advance that news is about to break.
Contact:
Darlene Gudea,
Publisher & Editor, at dgudea@tradeshowexecutive.com
Hil Anderson
Senior Editor, at handerson@tradeshowexecutive.com
http://twitter.com/TradeShowExec
www.TradeShowExecutive.com Trade Show Executive October 2010 53

Parting shots
Atlanta CVB’s Mark Sussman and New Orleans CVB’s Sallee Pavlovich
Friends and Rivals. An
intense rivalry exists between the fans of the
New Orleans Saints and Atlanta Falcons, a
rivalry that the leaders of the CVBs in both
cities decided to capitalize on. In the first
annual Battle of the Deep South, 14 event
organizers were treated to two days of festivities,
including a fabulous Creole dinner
at the famous Arnaud’s, an evening of jazz,
a wild tailgate brunch and the big game at
the Superdome. The Falcons won the game
but New Orleans was a good sport, even
when Atlanta CVB’s Mark Sussman snuffed
out the Saints’ famous “Who dat?”chant,
proclaiming loud and clear “WE DAT!”
GWCC’s Frank Poe
Trade Show Executive’s Diane Bjorklund and Darlene Gudea
Index to Advertisers
a2z, Inc.
www.a2zinc.net..........................................p. 9, 11, 13, 53
Atlantic City Convention & Visitors Authority
www.atlanticcitynj.com...........................................Cover 2
Champion Exposition Services
www.championexpo.com......................................p. 3
CompuSystems, Inc.
www.compusystems.com............................. Cover 4
Expo Summit Africa
www.exposummitafrica.com.............................p. 51
Freeman
www.freemanco.com..............................................p. 5
Global Exposition Services (GES)
www.ges.com................................................... Cover 3
International Association of Exhibitions
& Events (IAEE)
www.iaee.com........................................................p. 29
Las Vegas Convention & Visitors Authority
www.visitlasvegas.com............................................p. 23
Metropolitan Exposition
www.metro-expo.com.........................................p. 21
Myrtle Beach Convention Center
www.myrtlebeachconventioncenter.com.........p. 7
onPeak
www.onpeak.com.................................................p. 25
SMG
www.smgworld.com.............................................p. 45
Ungerboeck Systems International
www.ungerboeck.com........................................p. 33
United Service Companies
www.unitedhq.com...........................................................p. 39
Victoria’s Event Productions
www.victoriasproductions.com.........................p. 17
54 October 2010 Trade Show Executive www.TradeShowExecutive.com

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