TIM LESMEISTER - Trade Show Executive

Georgiann Decenzo
2007 as they promoted their content to fill
gaps left by delayed movies and television
programming. “The proliferation of
entertainment brands globally has
changed the strategic direction for the
show,” she said. “The Licensing show has
become a global destination to build
brand and property equity in the U.S.,
and that’s thriving despite the downturn.”
That generates optimism for attendance
as well.
Another factor that points to possible
attendance growth is that licensing is a
future-oriented industry. “What happens
at the 2009 show will be on the shelves
in 2010 or 2011,” Decenzo said. Even
the most dire economic forecasts expect
some recovery by then.
Booming Sector
The Licensing Expo is already the
top trade show for the $191 billion
licensing industry and licensing deals
have continued to grow – by 9% – in
2008, despite an increasingly weakening
economy. The 2009 exhibit floor is 20%
larger than before, due in part to the
show’s move from New York to Las
Vegas. About 6,000 properties of the
major Hollywood studios, entertainment
companies, consumer brands, sports
leagues, interactive properties, fashion
labels and Fortune 500 companies are
expected to be featured at roughly 500
exhibit booths. Last year, about 25,000
buyers attended.
With that kind of positive energy
already going for it, what more can
organizers do to build attendance? As
it turns out, there’s still plenty in the
works.
Speaking of Top Brands. Licensing International Expo is a “must-attend” event for companies seeking
licensing opportunities. Attendance in 2008 grew 9% and the show has relocated to roomier quarters in
Las Vegas.
More on the Horizon
For 2009, Decenzo and her Advanstar
team created an interactive section for the
exhibit hall and landed Nintendo as the
anchor. Nintendo will introduce two new
games, unveil Wii Ware that lets players
download more games from the Internet,
and debut Wii Speak Channel—a free
download for those who purchase a Wii
Speak microphone that lets gamers chat
and instant message. Electronic Arts also
will be a major exhibitor in that section.
“People license into games and then
launch out to entertainment,” Decenzo
said. “It’s a deals marketplace with strong
anchors.”
The show also will launch a sporting
section with the National Basketball
Association as an anchor and was in
negotiations with other major sports
franchises at press time.
A third area that is expected to
generate a lot of attention is the apparel
section, where even companies like Atari
are introducing new lines. “That has great
equity overseas,” Decenzo said. Other
cross-platform promotion will include the
James Bond franchise under Activision,
which will expand to retail.
Each new section and cross-platform
promotion has the potential to increase
the audience for the show. And there
is no dearth of reminders to potential
attendees about what’s coming. Marketing
tools include promotions on Facebook,
updates that can be accessed by mobile
browsers or phones, monthly news recaps
and Twitter feeds. “We’re going after the
younger demographic (between ages 30
and 40) for attendees,” Decenzo said. The
show also may benefit from the recession,
which typically encourages in-home
entertainment as people seek alternatives
to travel.
Change of Scenery
With half the audience base in
California, the move of the show from
New York to Las Vegas after 28 years is
seen as a potential attendance builder,
Decenzo said. What’s more, the Las
Vegas venue offers more exhibit space.
The move also enabled the show to book
the earlier dates preferred by exhibitors
but not available at the Jacob K. Javits
Convention Center in New York, where
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