Trade Show Executive - Lightfair International
Transcription
Trade Show Executive - Lightfair International
Trade Show Executive News, Views and Tools for Trade Show and Event Executives November 2011 Jeff Portman CREATING “MARKETS OF NECESSITY” PLUS >>September Slowdown Impacts Attendance and Net SF; Is That an Anomaly? >>What's Hot in Registration and How Much Will it Cost? >>How Big is Small? Half the Convention Centers Offer Less Than 100,000 sf of Exhibit Space www.TradeShowExecutive.com PO WE R LUNCH Photo by Ashley Hope, AWH Photo 44 November 2011 | Trade Show Executive Jeff Portman BY BOB DALLMEYER, TSE columnist CREATING “MARKETS OF NECESSITY” Jeff Portman is president and chief operating officer of AMC, Inc., the world’s largest trade mart/trade show organization and the parent company of AmericasMart Atlanta, the nation’s largest wholesale home/gift/apparel marketplace. The landmark AmericasMart was designed and built by Jeff’s father, the esteemed architect John C. Portman Jr. Jeff manages AMC’s operations which bring tens of thousands of visitors annually to the city, generating more than $478 million in direct economic impact. He is one of those rare individuals who grew up in the trade show industry. He began his career in commercial real estate development and management as general manager of the Atlanta Decorative Arts Center (ADAC) from 1986 through July 1994. He was then appointed executive vice president of AMC, Inc. and became president and chief operating officer in 2001. Jeff subsequently led AMC and AmericasMart Atlanta through a period of growth unprecedented in the companys’ 53-year history, commencing with the rebranding of the former Atlanta Market Center as AmericasMart Atlanta in 1996, and continuing with expansion of its global business base, most recently with the opening of the Building Two West Wing in January 2009. Jeff is a native Atlantan and lives there with his wife and children. He is consistently ranked among the Top 100 Most Influential People in the U.S. home furnishings industry. He recently received the Atlanta Citizen of the Year award and serves on the Executive Committee of the Atlanta Convention and Visitors Bureau. He is also on the Board of The Lovett School, his alma mater. He did undergraduate work at Mercer University and Georgia State University and post-graduate study at Harvard in Cambridge. www.TradeShowExecutive.com | November 2011 45 PO WE R LUNCH try. The results attest that we are positively bucking the trends in every measurable category. For example, what we’re seeing at LightFair International, is that it is not just about showing product, but imparting value and enhancing our participant’s business in every conceivable way. >> BOB: What percent of your audience is international? JEFF: It’s 9%, and based on our research, we are expecting additional growth from around the world. >> BOB: Have you been successful in attracting international exhibitors and attendees? JEFF: In 2008, we began a program to at- Family crossroads. Jeff Portman and his parents watch proudly as a street in Atlanta is named John Portman Blvd. in honor of his dad. John Portman is the founder and chairman of AMC. >> BOB: You have one of the truly unique positions in our industry: you manage a four-building campus in the heart of Atlanta with permanent showrooms and you produce several in-house mega events and a stand-alone event off premise. What is your management strategy to accomplish all this? JEFF: It’s a simple strategy, but not an easy one: at AMC, our mission is to create the world’s “markets of necessity” by providing superior service, innovation and high value to everyone touched by our business. We focus on finding ways to do things differently and better. >> BOB: Is participation in your permanent showrooms growing? JEFF: Yes it is. Despite some occupancy reductions in 2009 resulting from the global business slowdown, by late 2010, our growth resumed and now continues with more than 1,500 permanent showrooms occupied and more than 8,800 exhibit booths housed annually. building a national and international attendee base. We also work with our permanent exhibitors on co-branding and co-promotional campaigns which contribute to their success. >> BOB: We often talk about hybrid events, but you have hybrid exhibits. Please explain.? JEFF: Our strategic integration of permanent showrooms and trade show exhibits creates, by design, a multidimensional business model. Many emerging companies participate initially in our trade shows and then ultimately establish a year-round presence on our campus. While “hybrid” is not routinely used in our branding language, to a certain extent, the term could apply. At the end of the day, we are a trade show and marketing company bringing buyers and sellers together in pursuit of strategic advantages and growth. >> BOB: In your experience over use to keep the showrooms filled? the last five years, are corporations valuing and using conventions and trade shows differently? JEFF: We work really hard to bring the JEFF: For the last several years, we’ve used right kind of buyers and designers to AmericasMart, with a concentration on third party research to learn about our relationships within the trade show indus- >> BOB: What special strategies do you 46 November 2011 | Trade Show Executive tract a larger global audience. In the three ensuing years, international attendance grew 9%. In testimony to our initiative, the Canton Fair management last year described their operation by stating: “It’s the AmericasMart of China.” >> BOB: How are you currently using social media? JEFF: While the ultimate role of social media continues to unfold, it certainly has a place in our marketing arsenal. More importantly, we have just introduced our new global website, which will enhance our ability to drive attendance and create match-making opportunities. >> BOB: What about mobile apps? JEFF: We introduced an app at LightFair International two years ago and it received rave reviews. Our new website will ultimately offer apps, particularly to help visitors navigate, communicate and connect effectively at all of our shows. >> BOB: Do you offer Wi-Fi throughout your campus? JEFF: As of this January, we will have Wi-Fi throughout our temporary exhibit space, which is the lower seven floors of each building on our campus. We have a phasedin approach to cover our entire 7.2 million square feet. We are looking at a show rate of less than $25 per event. And one year from now, we will also have smart phone access throughout our entire campus. PO WE R LUNCH We achieved all of this despite the cost of power increasing 72% during the tenyear time frame. Our recycling and waste management programs have also proven to be successful. As you can imagine, our facility generates a lot of cardboard, 215 tons of it annually, which is baled on-site and recycled. Our waste management program is also set up to maximize our ability to separate wet trash from recyclable items such as plastic, glass, aluminum and paper and 30 tons of it is recycled annually. >> BOB: What are you most excited about this year? JEFF: I take immense pride in how our >> BOB: How green are your events and facility? And is this a priority? JEFF: For more than a decade, we have been committed to implementing “green initiatives.” In 2009, AmericasMart was admitted to the United States Green Building Council (USGBC). We’re also exploring becoming LEED-certified in the future. Our facility is 7.2 million square feet, so programs that improve our operating efficiency — such as energy and water conservation, indoor air quality, recycling and waste management – are a continuing focus. On stage. Portman has been a highly visible leader for AMC. He took part in the opening of the Safavieh showroom (top) and presided over the ICON HONORS, AmericasMart’s annual salute to standouts in the home and gift industry. 48 November 2011 | Trade Show Executive >> BOB: What have you achieved? JEFF: According to our most recent analysis, which looked at our energy conservation performance over a tenyear period, we reduced electrical consumption across the entire campus by 18%, with some facilities posting as much as a 34% reduction. That’s an aggregate reduction of 13.7 million KW or $1.4 million in avoided costs over the ten years. These efforts also yielded 9,826 tons of CO2 emissions avoided by Georgia Power – that’s the equivalent of taking 1,879 cars off the road for a year. team has successfully addressed the challenges of doing business within the prevailing business climate. During this time, we have enhanced and introduced new product categories and new services: an off-site warehouse providing our customers with storage, freight forwarding and logistical services and the Atlanta Convention Center at AmericasMart. This convention center is located within the AmericasMart campus and is operated as a self-contained, fully integrated convention and conference venue. It has already hosted numerous nationally prominent events, including the auditions for American Idol and America’s Got Talent, and the Georgia Meeting Professionals International Annual Meeting and Expo. >> BOB: Tell me about your staff.? JEFF: We employ more than 210 associates, 70% of whom are women. The majority reside in the greater Atlanta area. In 2001, the company adopted The Malcolm Baldrige National Quality Award framework. Since that time, the staff of AMC has been using the Baldrige Award performance excellence criteria. We believe this has helped to help keep AmericasMart Atlanta the strongest, most competitive, and most successful business in our industry. >> BOB: What are your guiding principles that you communicate to your staff? JEFF: Let me begin with one absolute: our employees are the ones who will ultimately help define our organizational excellence. Our core principles, which shape our culture, our corporate creed and our interaction across the organization, are grounded in integrity, mutual respect and innovation. In addition, we uphold: n The courage of our convictions: An unbridled confidence to challenge, innovate, and be first whenever we can, and if we are second, it is by design. n A healthy discontent: Enjoy the accomplishment, then raise the bar. n Passionate innovation and continuous improvement. >> BOB: Your father, John Portman Jr., is an industry pioneer. He is noted for his innovative atrium projects for hotels and office spaces, plus he’s a leader in mart construction. How did he inspire you as a child? JEFF: At 86, my father is full of energy, and on most days, could probably out hustle any man regardless of age. Still working six days a week, I often tell him at this rate, he and the company may have to pay for my retirement party! He is a sharp, quick-witted man whose deep conviction to honesty and integrity have shaped his life and set a wonderful example for all of us who work with and around him. He is a dreamer, a doer, and more importantly, a visionary. As a child, I was not aware of my father's many talents. I just thought of him as my dad, the architect, and a good one too. After working with him for much of my business life, I can tell you he is a man of more talents than I can possibly name. He has been a great example to me in more ways than I can count. In the midst of his incredible accomplishments, the one I have benefited the most from has been his willingness to be my mentor, my coach, and most of all, an incredible father. >> BOB: Tell me about your award as the Atlanta Citizen of the Year.? JEFF: Atlanta is a city of givers and doers. That is our heritage. It extends from the earliest leadership and captures the spirit of civic pride and advancement. My call to leadership in the city has drawn me into a variety of opportunities, dating back to the 1996 Olympics and continu- ing today across several downtown initiatives including the Atlanta Convention and Visitors Bureau (ACVB) and Central Atlanta Progress. I was honored to receive the award for creative and transformative change in the infrastructure of the central business district. trusted advisor, Mickey Steinberg — for his perspective and passionate pursuit of excellence. My previous boss, Jack Ryan, for his support of my career and his willingness to share his tremendous knowledge of finance with me. >> BOB: How did you than your competition? >> BOB: What do you better get into this business? JEFF: From the inception of this company, JEFF: At the age of 10, I was offered the we have concentrated the greater part of our energies, intelligence and hard work inwardly, to perfect the essentials of our business and our brand. It’s very much of an analytical creative design approach to the business — to drill down to the essentials and to build on those defining characteristics and components. opportunity to come work on the loading dock for four weeks prior to the July show here at AmericasMart. My exposure to the business at that time, and the obvious enjoyment I received from it, led my father to encourage my continued work at every available opportunity going forward. As a result, I worked every summer in different parts of the organization until I went off to college. During my first couple of summers of college, I was offered the opportunity to work in the model shop at John Portman & Associates, which I found exciting and fulfilling as well, but it wasn't as exciting as the trade show business. Needless to say, I found my way back to the trade show business after college and was exposed to not only the operational side of the business but the exhibitor side as well, selling their products during the shows. These collective experiences made a tremendous impact on me, and quite frankly, helped me come to the conclusion that the trade show business was a career opportunity that I felt compelled to pursue. >> BOB: Who are your mentors? JEFF: My father, John C. Portman Jr., for his leadership, wisdom and support each and every day. Our board member and >> BOB: What is your vision for AmericasMart in five years? JEFF: To continue to enhance our inter- national brand and reach. To stay true to our roots of innovation, imagination and education. To continue to position our business for the benefit of our exhibitor customers and buyer customers. >> BOB: What keeps you awake at night? JEFF: All ideas swirling through my mind. >> BOB: What helps you sleep? JEFF: The satisfaction that comes from the realization of a personal or professional goal. >> BOB: What three adjectives describe you? JEFF: Competitive. Creative. Compassionate. Contact Jeff Portman at (404) 220-2109 or [email protected] Columnist BOB DALLMEYER, CEM, has been chairman of both the International Association of Exhibitions and Events (IAEE) and the Trade Show Exhibitors Association (TSEA), 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 [email protected] www.TradeShowExecutive.com | November 2011 49