"The Future Comes into Focus at Gold 100 Summit"
Trade Show Executive Gold 100 Awards & Summit The Future Comes into Focus at Gold 100 Summit By Hil Anderson, senior editor A spectacular sunny Southern California day was the backdrop for the Trade Show Executive Gold 100 Summit, where a top-notch roster of speakers shined some light of their own on the latest forecasts for the industry as well as burning issues that included social networking, branding, innovation, exclusives, discounting and experiential marketing. Each of the well-attended sessions were designed to run no longer than an hour. They combined for a fast-paced summit that covered a lot of ground and stirred up discussions on the many issues swirling around the trade show industry at a time when the pressures of economics and technological advances are being felt by all. “As a show manager, you put buyers and sellers together – that’s the deal,” said Watts Wacker, futurist and keynote speaker. “But your job is going to become even more important, and it is also going to be very different.” “Different in what way?,” was the million-dollar question that pervaded the entire summit, which began Getting the Ball Rolling. TSE’s Diane Bjorklund and Darlene Gudea open bright and early with Wacker, who challenged the the Gold 100 Summit. attendees to not only think “outside the box” but questioned the need for a box of conventional wisdom at all. Wacker emphasized that the changes in the U.S. business environment are systemic and permanent rather than part of a cycle that would eventually return things to the way they were a few years ago. “We are creating new economic models,” he said. “We are putting buyers and sellers together in ways that we have never done before,” Wacker said. The World is Changing, but the Economy is Stalled Getting new economic models up and running remains a painful process. Despite hopeful predictions of a rebound for trade shows sometime next year, the “Trending & Spending” segment of the summit concluded that the global recovery had not yet gained much traction. “We see a lot of volatility out there,” said panelist Aaron Bludworth, COO of George Fern Company and a member of Trade Show Executive’s Exposition Forecasting Board. “Positives and negatives are seen on a nearly monthly basis.” Bludworth forecasted double-digit declines in trade show metrics in the Light on the Future. Futurist Watts Wacker delivers a keynote filled with ideas about deviant marketing. months ahead. 34 October 2009 Trade Show Executive www.TradeShowExecutive.com Trade Show Executive Gold 100 Awards & Summit Paul Woodward, incoming (2010) publisher and editor of Trade Show Center Authority, noted the problem managing director of UFI – The Global Executive magazine. “With 6.9 million is exacerbated by reduced spending. Association of the Exhibition Industry, people out of work and thousands of “Attendees are staying two nights instead said there were hopeful signs out of Asia companies out of business, there is clearly of three, and generally speaking, are not that things would pick up. Asian shows, he a smaller universe of buyers and sellers to spending as much in restaurants as they noted, were hit early and hit hard by the participate in exhibitions,” she pointed out. did before,” he said. recession and were expected to be among While the quality of attendees remains “We are going to have to think the first to get back on their feet once U.S. high, companies are sending fewer people, differently about what is a successful importers began placing new orders. spending fewer days at the show and show,” said Donnelly. The near-term future of the U.S. waiting much longer before committing. Show organizers are negotiating economy remained a wild card. TSE “Their budgets for next year were put harder and asking more from their Chief Economist Frank Chow said together right in the middle of the crisis,” service providers. Rooney commented, unemployment remained high and some said Terence Donnelly, vice president “When event managers come in and sparks in the economy could be chalked of trade show markets at Experient. say they are getting deals from other up to one-time boosts from the White “Attendees are registering much later than cities that we all know are financially House economic stimulus package. before, sometimes less than 30 days, and I unsustainable, you wonder how long U.S. trade shows weathered 2009 don’t see that changing,” Donnelly said. that is going to last.” He added, “I don’t challenges although many were pushed James Rooney, executive director think it does anyone any good to make back to 2007 levels, said Darlene Gudea, of the Massachusetts Convention the destination bear the brunt of the economic situation.” Becoming Part of Your Industry’s Family A successful trade show is increasingly defined by the role it plays all year long in the industry sectors it serves – and that means show managers must master social networking strategies. Before becoming masters of this new universe, show organizers have to figure out how the myriad of new social-networking tools works and what can be done with them. Wacker specializes in the field of “deviant marketing,” a concept which he assured the audience had nothing to do Trends Setter. TSE Media Group President Frank Chow: Sluggish and shaky recovery with marketing to deviants. It embraces Darlene Gudea guides the Trending & Spending ahead? Continued on page 36 panel. Paul Woodward: Asia will lead the James Rooney: Attendees are Aaron Bludworth: Indicators are Terence Donnelly: 2010 attendee rebound. increasingly frugal. giving mixed signals. budgets reflect ’09 crisis. www.TradeShowExecutive.com Trade Show Executive October 2009 35 Trade Show Executive Gold 100 Awards & Summit Continued from page 35 the idea of using a strategy that runs Reaching out to other nations counter to what everyone else is doing and taking steps to accommodate and embracing new ideas before they overseas visitors has encouraged become mainstream. more first-time international attendees who turn into steady That Means Being Everywhere repeat customers regardless of the Marketing in general and social ups and downs of the economy. networking in particular were in the “Now that they have had a middle of everyone’s radar screens taste of the show, they are quite as the sessions explored the courses comfortable and we are seeing of action show organizers will be, them come back year after year,” or already are, using to evolve their MacGillivray said. annual events into a year-round The session on innovation presence in their industry sectors. included a look at XNiP, presented “The key is to engage your by Robert Drblik, CEO. Drblik audience and foster a community. said his service was a new way of Specifically after the event, you should Experiential Expert. Kam Diba of NBC outlines the current state looking at the long-standing role of digital marketing and social media. be posting images, sharing thoughts of trade shows in educating buyers and offering a voice to your attendees The Internet also continues to provide about new products. “When I see a so that you can understand their needs and organizers with a means of reaching a trade show, I see information,” he said. align your path for the following year,” global audience, he underscored. XNiP is a new archiving platform said Kam Diba, the 29-year-old director that stores content from magazine of digital production for NBC/Universal. Live From Beijing in the articles and ads; exhibit booths and “That’s what really drives me to a trade Middle of the Night conference sessions; registration badges; event. When I’m not there, I hear from Peter MacGillivray, director of the text messages; etc. The user simply enters everyone online about what a great time SEMA Show, chatted with the audience a pre-assigned, four-digit XNiP code they had and how relevant it was.” via a video connection from Beijing via text message to his or her personal Diba, who built a career developing during the “Innovation as a Driver of account. The data is instantly archived experiential marketing campaigns for large Growth” session, moderated by Liz for referral at any time. Drblik provided corporations and leading ad agencies, said Crawford, show director for Advanstar a live demo of the service by using his trade shows were in a natural position Communications, Inc. MacGillivray said mobile phone to enter the XNiP code to play a leadership role in their business overseas attendance at his Las Vegas in both the feature article in Trade Show communities because attendees see event had been steadily increasing in Executive’s Gold 100 directory and the exhibitions as more than strictly B-to-B. “It recent years because the international PrivilegedAccess.tv ad. is a major networking opportunity,” he said. reputation of the show was growing. Continued on page 38 Live from Beijing. SEMA Show Director Peter MacGillivray (inset) At His Fingertips. Robert Drblik demonstrates his XNiP archiving platform appeared via video link from China during a session moderated by Liz on his cell phone. Crawford of Advanstar. 36 October 2009 Trade Show Executive www.TradeShowExecutive.com Trade Show Executive Gold 100 Awards & Summit Continued from page 36 Who’s Who. John Barber of Immersa Marketing sorted out the crowded field of companies that offer social and digital marketing technologies for trade shows. mushrooming volume of off-the-shelf social networking solutions currently Right Tools Needed dashboard on the IMTS website where available that “get your content consumed The payoffs of the new marketing visitors can choose any combination by as many people as possible.” (See frontier were clear, but questions remained of buying, networking, education, new separate article in the November issue about the basics, such as the technologies technologies, solving problems, etc. when of Trade Show Executive or online at www. and content already driving these new they come to the show,” he noted. tradeshowexecutive.com on October 20.) socializing-marketing hybrids. “If people A well-received presentation by see or read something about your show for John Barber, vice president of digital at Old-School Concerns Still Around a fleeting second, then that just isn’t going Immersa Marketing, sought to establish The summit had its eye on the future, to cut it,” said Diba. “The point is, ‘How do the basic groundwork for the show but still devoted time in its final session, I get people to care about my show?’” organizers and other senior executives “Burning Issues and Controversies,” for “Don’t underestimate the power of who did not grow up texting, blogging input from the audience and a panel of Facebook or where it is headed,” said or otherwise maintaining nearly constant well-known organizers and executives exhibitor Tim Lesmeister, vice president communications with their peers. on some familiar topics. Concrete issues of marketing for WD-40 Corp., in the Barber ran down a list of the Continued on page 40 “Burning Issues” session. Bob Dallmeyer, TSE columnist, took his monthly “Power Lunch” column/ cover story to the stage with a live interview of Peter Eelman, VP of Exhibitions & Communications for the Association for Manufacturing Technology. “When your name is the International Manufacturing Technology Show, you better have cutting-edge technology at the event,” said Eelman. “We constantly think about creating fresh content and opportunities for visitors who come to our show.” Eelman said his 2010 show will offer a customized user experience with six different paths Power Lunch. TSE’s Bob Dallmeyer (L) chats with Peter Eelman about the long-running success of for attendees to pursue. “We’ll have a the IMTS. 38 October 2009 Trade Show Executive www.TradeShowExecutive.com Trade Show Executive Gold 100 Awards & Summit Continued from page 38 involving labor costs and exclusives, air transportation, and relationships with Reach John Barber at (415) 655-2218 or destination cities and hotel partners firstname.lastname@example.org; Aaron remain on the plates of many trade shows. Bludworth at (513) 562-0432 or abludworth@ The panel, moderated by Gary georgefern.com; Frank Chow at (760) 630- Shapiro, president & CEO of the 9111 or email@example.com; Liz Consumer Electronics Association, Crawford at (818) 227-4071 or lcrawford@ reflected on cost pressures from unions advanstar.com; Bob Dallmeyer at (323) 934- and hotels in the current economic 8300 or firstname.lastname@example.org; environment, and exhibitors trying to Kam Diba at (818) 777-8680 or kamdiba@ entice organizers on to the slippery slope gmail.com; Terence Donnelly at (303) 531- of discounts for exhibit space. 7528 or terence.donnelly@experient-inc. Speaking on the San Jose exclusive com; Robert Drblik at (323) 547-5680 or labor agreement (see also page 10), Kevin email@example.com; Peter Eelman Johnstone, director of trade shows for at (703) 893-2900 or peelman@amtonline. NAMM, said, “Convention centers need org; Darlene Gudea at (760) 630-9111 or Next Up. TSE’s Hil Anderson introduces the to get out of our business.” Johnstone firstname.lastname@example.org; Kevin Innovation session. said the end result of exclusives is bad Johnstone at (760) 438-8007 or kevinj@namm. service and higher expense. “We need to Visitors Authority. He said that while jet fuel org; Tim Lesmeister at (619) 275-1400 or let them know loud and clear that we are costs had declined, the airline industry was email@example.com; Peter MacGillivray at opposed to exclusives.” continuing to shed capacity to the point that (909) 396-0289 or firstname.lastname@example.org; Chris Other burning issues of high concern potential attendees from second- and third- Meyer at (702) 892-2855 or cmeyer@lvcva. included possible terrorist attacks and tier cities are increasingly finding it difficult com; James Rooney at (617) 954-2470 or a bad flu season that could dramatically to reach the show site. email@example.com; Gary Shapiro impact attendance levels. The appropriate industry response, the at (703) 907-7610 or firstname.lastname@example.org; Watts Other travel concerns were voiced by panelists agreed, would be a united outreach Wacker at (203) 226-2805 or watts.wacker@ Chris Meyer, vice president of convention by the exhibition industry to the airlines, the firstmatter.com; Paul Woodward at +852 2525 sales for the Las Vegas Convention & unions, and the Federal government. 6120 or email@example.com Grilled on Burning Issues. Gary Shapiro (far right) moderates the Burning Issues panel with (L-R) Kevin Johnstone of the NAMM Show, Chris Meyer of the LVCVA and exhibitor Tim Lesmeister of WD-40. Continued on page 42 40 October 2009 Trade Show Executive www.TradeShowExecutive.com Trade Show Executive Gold 100 Awards & Summit Continued from page 40 The opening night reception drew lively banter from CEA’s Gary Shapiro; National Danny Phillips, wearing two hats – one as Exec. VP of Trade Productions’ Bob Harar; TSE’s Darlene Gudea; exhibitor Tim Lesmeister of Advanstar and the other as head of the advisory board for the WD-40; LVCVA’s Chris Meyer; and TSE columnist Bob Dallmeyer. Gold 100 Awards & Summit. GWCC’s Mark Zimmerman and TSE’s Linda Braue share laughs with Gala Advanstar’s Colette O’Donnell chats with TSE’s Irene Sperling. decorator Victoria Papageorge of Victoria’s Event Productions and Tom Papageorge. Rick Simon of United Service Companies shoots Reed Exhibitions’ Nancy Walsh shares ideas on Gordon Hughes of American Business Media the breeze with Larry Arnaudet of sponsoring training industry newcomers. listens intently. association ESCA. Continued on page 44 42 October 2009 Trade Show Executive www.TradeShowExecutive.com Trade Show Executive Gold 100 Awards & Summit CONEXPO Named Largest Show; Nielsen and Reed Exhibitions Tie for Top Show Organizer; MD&M, MEDTEC Take Leading Brand By Hil Anderson, senior editor across nearly 2.3 million net square feet Rancho Palos Verdes, CA – The International (nsf) in Las Vegas last year. The International Consumer Electronics Show (CES) picked CES placed second on the Gold 100 list up three Gold Grand Awards and the of largest shows at more than 1.8 million triennial giant CONEXPO-CON/AGG nsf. CONEXPO-CON/AGG also received won two including the “Largest Show” the Gold Grand Award for “Highest of 2008, and the one that delivered the Economic Impact on a Local Economy” highest economic impact. The awards for the $234 million it brought into the Las were announced at the Trade Show Vegas economy. Executive 2nd Annual Gold 100 Awards & “AEM is honored to receive two Summit on September 24 at the Terranea Gold Grand Awards for CONEXPO- Resort and Conference Center in Rancho CON/AGG and the recognition of the Palos Verdes, CA. importance of our exhibition to the Actor Michael Villani presides as emcee of TSE’s The Gold Grand Awards are awarded industry it serves,” said Dennis Slater, 2nd Annual Gold 100 Awards Gala. to the year’s largest trade shows in terms president of the Association of Equipment of exhibit area as listed on the annual Trade Manufacturers, which produces the show. opportunity to celebrate our successes and Show Executive (TSE) Gold 100 rankings. “The honor is also an important reminder, reaffirm the pivotal role of exhibitions in Awards are also open to shows of all sizes in particularly during these challenging commerce and the economic recovery that other categories, such as “Leading Brand,” economic times, that exhibitions are will eventually happen,” he said. “Top Show Organizer,” “Most Innovative an essential tool to bring sellers and The International CES earned the Gold Practices” and “Against All Odds.” buyers together to do business. Thanks Grand Award for “The Largest Annual Show.” CONEXPO-CON/AGG sprawled to Trade Show Executive for providing the Continued on page 46 Dennis Slater of CONEXPO-CON/AGG accepts the trophy for the largest show of 2008 from the Gold 100’s title sponsor Chris Meyer of the Tim Roby of the Chicago Convention & Tourism Bureau (left) and TSE’s Darlene Gudea and Diane LVCVA. Bjorklund (right) celebrate Gary Shapiro’s win of three Gold Grand Awards for the Intl. CES. 44 October 2009 Trade Show Executive www.TradeShowExecutive.com Trade Show Executive Gold 100 Awards & Summit Continued from page 44 Al Dyess of PRG (left) presents the trophy for the largest semi-annual The “Leading Show Organizer” award went to Reed Exhibitions’ Nancy Walsh show to MAGIC’s Joe Loggia and Chris DeMoulin of Advanstar and Dennis MacDonald (right) which tied with Nielsen Business Media’s Chris Communications. McCabe and Lori Jenks (left). There was also a two-way tie in the Surfaces; and the Radiological Society of as “Technology Leader,” which Surfaces category of top show organizer between North America’s RSNA Scientific Assembly won, is both validation and incentive. Nielsen Business Media and Reed & Annual Meeting. “Surfaces serves a rapidly changing Exhibitions, both of which organized eight “The International CES team is thrilled marketplace, and it was great to be shows on the Gold 100 roster. to receive these awards,” said Gary commended for how we’ve tuned in to In the most competitive category of Shapiro. “We strive to make CES the our audiences. This kind of endorsement “At the Forefront of Technology,” there most important technology event in the is going to make us work even harder to were numerous entries. Three shows had world, and being identified as such by an maintain our leadership position.” distinctive and market-leading technology objective third party means a lot.” initiatives, so the judges gave the award to Rick McConnell, president of Hanley The Complete List of all three: International CES; Hanley Wood’s Wood Exhibitions, says the distinction 2008 Gold Grand Awards n Top Show Organizer: Reed Exhibitions and Nielsen Business Media. Each company managed eight Gold 100 shows. Reed organized No. 21-ranked SHOT Show and 470 events worldwide. Nielsen organizes 75 events. Its ASD/AMD Trade Shows are held twice a year and were ranked 23rd and 24th. n Largest Show: CONEXPO-CON/ AGG. Spanning a whopping 2.28 million nsf, it was the largest trade show ever held in the U.S. n Largest Annual Show: International CES. Reaching 1.85 million nsf, the perennial winner placed No. 2 on the Gold 100 list. n Largest Semi-Annual Show: MAGIC Marketplace. The two shows, the flagship in the portfolio of owner Rosemont’s Christopher Stephens (left) announces Charles McCurdy’s win of the “Leading Brand” for Advanstar Communications, together MD&M and MEDTEC, produced by Canon Communications. total nearly 2 million nsf and 700,000 46 October 2009 Trade Show Executive www.TradeShowExecutive.com Trade Show Executive Gold 100 Awards & Summit A beaming Gary Shapiro with one of his three Imagination reigns in Orlando, so it was most fitting for Yulita Osuba of the Orange County Convention Gold Grand Awards for the Intl. CES. Center (far left) and Tammi Runzler of the Orlando CVB (far right) to present the trophy for the “Most Innovative Practices” to Tom Cindric of the World of Concrete. TSE’s Darlene Gudea and Diane attendees from the apparel industry. Bjorklund also offer accolades to Tom. The February show was No. 8 on the Gold 100. August ranked No. 12. from 141 nations outside the U.S. The eight months before the show. Leading Brand: Medical Design & n association used an aggressive outreach Surfaces, ranked No.40 on the Gold Manufacturing and MEDTEC. Canon to draw overseas attendees. 100, offered the Zeppelin interface Communications’ medical-device brand At n the Forefront of Technology: application, which linked the show features ten shows worldwide. Each A three-way tie among International website to the attendees’ personal show includes a number of co-located CES, Surfaces and the RSNA Scientific planning portal. RSNA Scientific events that broaden the overall scope. Assembly & Annual Meeting. At Assembly & Annual Meeting offered MD&M West ranked No. 52 on the the International CES, visitor usage RFID badges which provided Gold 100. MD&M East was No. 87. of MyCES search-and-planning extensive attendee tracking that Highest Economic Impact: n platform soared. Twittering began Continued on page 48 CONEXPO-CON/AGG. The giant show drew 143,000 attendees who had an estimated total impact on the Las Vegas economy of $234 million. Most Innovative Practices: World of n Concrete. The Gold 100 show, which ranked No. 16, had innovations in nearly every aspect of its operations, from recycling to space sales to attendee networking. Highest Global Participation: n International CES. A third of its attendees – about 28,000 people – came A three-way tie for “At the Forefront of Technol- ogy” went to Rick McConnell of Hanley Wood’s Surfaces show (left), Gary Shapiro for the Intl. CES and Tom Shimala of RSNA. Arnie Roberts of SMART-reg Intl. (far right) announced the winners as TSE’s Darlene Gudea, Diane Bjorklund and Carol Andrews congratulate the honorees. www.TradeShowExecutive.com Trade Show Executive October 2009 47 Trade Show Executive Gold 100 Awards & Summit Continued from page 47 Britton Jones and Sharon Enright of Business Journals, Inc. (center) receive the award for “Against All Denise Paccione of Marketing Design Group pres- Odds” from Hargrove’s Marco Parrotto (far left) and Mark Salesses (far right). ents a trophy to Kevin Johnstone of NAMM for the longest-running show among the Gold 100. translated into rich data on prospective buyers for markets. It runs seven times exhibitors and floor traffic for the organizers. The show annually and brings in about placed No. 35 on the Gold 100 and the largest in the 60,000 attendees from 60 Medical & Healthcare sector. countries. That’s roughly a 20- Leader in Green Initiatives: Natural Products Expo East n fold improvement in just over (ranked No. 99 on the Gold 100) and West (ranked No. 65), a decade. were heralded for extensive planning with an eye on making Longevity: The NAMM n the shows as green as possible. Management focused on Show. This music instrument recycling as well as other details such as travel distances by industry expo entered its 108th sources. year ranked No. 33 on the Against All Odds: Accessories, The Show. This once- n Gold 100. It is the show that struggling show, acquired by Business Journals, Inc. in 1997, means business: a significant is now thriving in the competitive New York and Las Vegas share of the business transacted annually within Sallee Pavlovich from the New the industry occurs during Orleans Convention & Visitors the show. NAMM, The Bureau announces the winner International Music Products of a trip to the New Orleans Jazz Festival. Association, invests a big part of its show profits into programs to develop attendance. Fastest-Growing Show: Mid-America Trucking Show. Exhibit n Management Associates, Inc. held its largest show ever in 2008 with 869,149 nsf, up more than 103,000 nsf from 2007. Increased marketing and growth in the trucking industry contributed to a move-up in the Gold 100 rankings from No. 16 in 2007 to No. 15. Reach Darlene Gudea, president, Trade Show Executive Media Group, John Jastrem and Steve Moster of GES visit with Kim and Howard Britt of at (760) 630-9111 or firstname.lastname@example.org Premiere Show Group. 48 October 2009 Trade Show Executive www.TradeShowExecutive.com Trade Show Executive Gold 100 Awards & Summit (L-R) SMART-reg’s Arnie Roberts, RSNA’s Tom Shimala, Tom (L-R) Michael Reynolds and Gary Musich of golf sponsor Atlantic City present one of the Papageorge and Reed’s Dennis MacDonald make waves on the top golf awards to Rosemont’s Bill Anderson and Christopher Stephens and Bobit Busi- harbor tour sponsored by Production Transport. ness Media’s Ty Bobit. (L-R) Michelle Monteferrante of the World Market Mary Pat Heftman of the Center; Steve Walker, formerly of Sands Expo; National Restaurant Association Marty Glynn of Metropolitan Exposition Services; receives a warm welcome on A warm California sunset provided a stunning backdrop for and Jeff Little of GLM ham it up for the photographer the red carpet. Bob Harar of National Trade Productions, Colette O’Donnell of on the Trump National Golf Course. Advanstar and Ty Bobit of Bobit Business Media at the Gold Gala reception. TSE’s Rafael Hernandez Bob Priest-Heck of WCP (center) and The Exposition Services, Mexico Tourism Margaret Pederson of Board’s José Amirexx and Mike Cooke Barquin and Jorgé of dmg are kindred spirits Gamboa add a discussing the latest Latin flair to the business trends at the Gold Gala. Gold Gala. The international perspective was well represented by Steve Sind of Global Event Strategies, Steve Moster and John Patronski of GES with Piero Piccardi of the Peter Eelman and Doug Woods of AMT are WTCA and UFI’s Paul dressed to the nines for the Gold Gala. Woodward. Continued on page 50 www.TradeShowExecutive.com Trade Show Executive October 2009 49 Trade Show Executive Gold 100 Awards & Summit Continued from page 49 The sponsors cheer Michelle Monteferrante of TSE’s Linda Braue (L) enjoys the Gold banquet with Rosemont’s Bill Anderson and Charles and the World Market Center and sponsor Stephen Lisa McCurdy of Canon Communications. Anderson of Freeman as they walk the red carpet. GLM/dmg’s Jeff Little and Alan Steel, along with Reed’s Ken McAvoy, walk the red carpet leading to the Gold Gala. Larry and Elizabeth Schur of ABC Kids Expo on the red carpet with TSE’s Diane Bjorklund and Darlene Gudea. Rick Simon (at podium) congratulates the TSE management staff including guest Chris Gudea, Darlene Gudea, Diane Bjorklund, Hil Anderson, Linda Braue, Bob Dallmeyer, Irene Sperling, Carol Andrews, Nicole Burnes, Renee DiIulio and Ken Whitney. 50 October 2009 Trade Show Executive www.TradeShowExecutive.com