- Trade Show Executive

SPONSORED BY
TS E DA S H BOA R D
Retail Shows Take a Beating
in August, except for MAGIC
BY DARLENE GUDEA, president; CAROL ANDREWS, editor-at-large; and HIL ANDERSON, senior editor
Oceanside, CA – With the exception
of MAGIC Market Week’s stellar performance, trade shows serving the retail
sector in August hit the skids and brought
down the averages in Trade Show Executive’s Dashboard of Monthly Trade Show Metrics. Most merchandise, gift and apparel
shows dropped in size. Yet no matter the
sector, 13 out of 18 shows were in the red
in at least one of the three metrics of trade
show performance: net square feet (nsf)
of exhibit space, number of exhibiting
companies and attendance, leading to
a dismal performance for the month.
Collectively, the 18 shows surveyed
for TSE’s Dashboard experienced the
greatest growth in exhibitor totals, up
a decent 2.7% from last August. Exhibit
space was flat at 0.7%. Attendance drifted
lower by (0.2)%, ushering in a substandard performance for the month.
August belonged to the for-profit
side of the trade show industry. The top
three managements among the 18 shows
included on the Dashboard were all independent show organizers — Advanstar
Communications, Inc., Emerald Expositions and GLM.
Advanstar led the charge with the
August edition of MAGIC Market Week,
the semi-annual retail apparel extravaganza that topped the 1 million net square
feet mark. Emerald and GLM followed
in the gift sector with ASD Las Vegas at
664,229 nsf and NY Now at 530,000 nsf.
For the Dashboard statistical analysis, TSE used adjusted figures, which
excluded outliers. Only one show was
considered an outlier in the attendance
metric: the American Academy of Dermatology Summer Academy Meeting, which
grew more than 25% in attendance.
The other Dashboard shows contributed
to an adjusted total of 3,259,300 nsf for
the month of August; 14,712 exhibitors;
and 281,735 attendees who no doubt
enjoyed the air-conditioned aisles
during the dog days of Summer.
MAGIC Kingdom. With double-digit growth in exhibit space, MAGIC Market Week in Las Vegas topped
the 1 million nsf mark. Attendance and exhibitor growth also outperformed the monthly benchmarks.
30
October 2013 | Trade Show Executive
The TSE Dashboard found the per-show
average was 181,072 nsf, 817 exhibitors
and 16,573 attendees.
Seven of the 18 shows surveyed featured
100,000 nsf or more of exhibit space. Four
of the shows were ranked on the TSE Gold
100 roster of largest. There were also four
events on the TSE Fastest 50, which ranks
the fastest-growing shows.
Four of the 18 shows reported gains in
all three metrics. Three shows reported
across-the-board declines, including the
Great American Trucking Show (GATS) in
Dallas. The 2012 GATS had been cruising
along in both the Gold 100 and Fastest 50
rankings, but reported a (10.7)% decline
in exhibit space to 167,700 nsf this year.
Attendance slid (4.3)% but remained
strong at 46,536 delegates and qualified
buyer attendance was up, according
to Randall-Reilly, show management.
Mixed Gift Bag
August included two major gift shows
serving the pre-holiday consumer market, which many people are counting on
to prod the entire U.S. economy forward.
But both ASD Las Vegas and NY Now
reported mixed results.
ASD Las Vegas welcomed 2,735
exhibitors, a solid 15.7% increase over
2012. But Emerald Expositions also experienced a disappointing (2.8)% decline in
exhibit space, but still spanned a respectable 664,229 nsf.
Emerald made a big move prior to
the show by bringing in Sourcing at ASD,
a co-located event that featured the gamut of consumer products from overseas,
including such heavyweight importers
such as China, India and Mexico.
Sourcing at ASD was launched to provide U.S. distributors and wholesalers an
opportunity to connect with the overseas
producers of the majority of products that
wind up on U.S. store shelves. “By aligning
supply chain leaders in front of the key
Continued on page 32
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Continued from page 30
August included two
major gift shows serving
the pre-holiday consumer
market, which many people
are counting on to prod
the entire U.S. economy
forward. But both ASD
Las Vegas and NY Now
reported mixed results.
decision makers at an event they already
attend, business opportunities are made
possible that weren’t before,” said Chris
McCabe, Emerald senior vice president.
“This offers buyers a cost savings by cutting their travels around the globe to find
new products or source new suppliers.”
The metrics for NY Now were up, down
and flat. Attendance at the show once
known as the New York International
Gift Fair grew by 3.6% over last year to
51,000 and the number of exhibitors
was unchanged at 2,800. Exhibit space,
however, slipped (2.8)% to 530,000 nsf.
GLM reorganized the exhibit floor
into distinct product areas, which may
have contributed to the slight decline in
net square footage, but show managers
considered the re-design a roaring
success because it made more sense to
the exhibitors and attendees who have
navigate the broadly horizontal show.
“The energy was palpable among both
buyers and suppliers,” said Christian
Falkenberg, show director and GLM
senior vice president.
Growth Leaders
— It seems the massive MAGIC can do no
wrong. The August edition was not only
the largest show on the Dashboard but
also chalked up another year of double-
Trade Show Executive
EXHIBITING ORGANIZATION
Dashboard Snapshot – MONTHLY AND CONSOLIDATED OVERVIEWS
NET SQUARE FEET OF PAID EXHIBIT SPACE
2010 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
2010 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT
10%
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
JAN FEB MAR APR MAY JUN JUL AUG 2013
10%
5%
0%
5%
(5)%
0%
0.7%
(5)%
(10)%
(15)%
(10)%
(20)%
(15)%
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT
2010
(20)%
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
JAN FEB MAR APR MAY JUN JUL AUG
2010
2011
2012
2013
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
TOTAL ATTENDANCE
2010 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
JAN FEB MAR APR MAY JUN JUL AUG 2013
10%
5%
(0.2)%
t Flat Floors. Exhibit
space crept up a modest
0.7% in August, continuing a trend of fits and
starts that has taken place
all year. Seven of the 18
shows in the Dashboard
topped 100,000 nsf.
t Flatter Crowds.
Attendance at August
shows drifted slightly
below 2012 levels but
was basically unchanged.
Although still in the red,
the attendance decline of
(0.2)% marked a rebound
from July when attendance was off (2.8)%.
0%
(5)%
(10)%
(15)%
(20)%
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
JAN FEB MAR APR MAY JUN JUL AUG
2010
2011
2012
2013
32
October 2013 | Trade Show Executive
SPONSORED BY
digit growth in exhibit space. Advanstar’s
management team increased the exhibit
space sales to 1,062,151 nsf, a heft y 11.5%
increase to a show that last year was the
fourth largest trade show in the nation
and the largest semi-annual show.
The number of exhibitors at MAGIC
was up 4.3% and attendance was estimated at 70,000, 5.9% over 2012’s banner year.
A good share of the growth came from
the shoe department. “As international
brands continue to see robust retail sales
here in the U.S., they are attending FN
PLATFORM in record numbers to gain
market exposure and take advantage
Regifting. The aisles at Javits Center
were busy with buyers during NY Now,
the rechristened New York International
Gift Fair. Attendance was up 3.6%
although exhibit space declined.
Continued on page 34
S
NOV DEC
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
JAN FEB MAR APR MAY JUN JUL AUG 2013
2.7%
YEAR-OVER-YEAR
GROWTH
August
2013
August
2012
0.7%
1.8%
Exhibiting Organizations 2.7%
2.0%
Total Attendance
2.0%
Net Square Feet
(0.2)%
t High Point. The number of exhibitors taking part
in trade shows in August was the high point of the
TSE Dashboard. Exhibitors increased 2.7% and
have been in the black every month since Spring.
NOV DEC
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
JAN FEB MAR APR MAY JUN JUL AUG
2011
2012
2013
CONSOLIDATED QUARTERLY OVERVIEW
2010 Q1
Q2
Q3
Q4
Q1
Q2
Q3
Q4
Q1
Q2
Q3
Q4
Q1
Q2 2013
10%
10%
© 2013, Trade Show Executive Magazine, Oceanside, CA
CONSOLIDATED
ANNUAL OVERVIEW
t Attendance Shines in Q2
(left). The show metrics for the
Second Quarter of 2013 were
all in positive territory. Attendance
was the brightest spot with a 4%
increase over Q2 2012. Exhibitor
growth was a quiet 1.8% but the
amount of space they booked
was up 2.6% for the quarter.
4.0%
5%
5%
2.6%
0%
0%
1.8%
(5)%
(5)%
(10)%
(10)%
NSF
Exhibitors
Attendees
(15)%
t Respectable Growth (right).
2012 took the trade show industry
on the same moderate growth
path as 2011. Of the three metrics,
attendance growth was in the lead.
(15)%
(20)%
(20)%
Q1
Q2
Q3
2010
Q4
Q1
Q2
Q3
2011
Q4
Q1
Q2
Q3
2012
Q4
Q2
Q1
2013
2010
2011
2012
www.TradeShowExecutive.com | October 2013
33
SPONSORED BY
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Continued from page 33
p A Government Exception. A speaker
passes on sage advice to government purchasing agents at the NGIP Annual Forum. Despite
sequestrations and shutdowns, attendance at
the show was up 4.7%.
q Gifts Galore. ASD Las Vegas had an
extensive array of gifts and other consumer
goods that will be hitting store shelves this Fall.
The number of exhibitors jumped 15.7% but
exhibit space was down.
34
October 2013 | Trade Show Executive
of our large retailer audience,” said
Leslie Gallin, Vice President of Footwear
at Advanstar.
— The National Institute of Governmental
Purchasing (NIGP) Annual Forum & Exposition might seem like long shot in the
era of government spending rollbacks,
but that was not the case for this show.
Although a relatively small 24,100 nsf,
the exhibit floor was still 3.9% larger than
it was last year. Exhibitor count was up
4.5% and attendance climbed 4.7%. The
education agenda emphasized best practices at a time when government agencies
of all sizes have little margin for error
when it comes to spending money.
Although medical shows in general
remained sluggish, three shows reflected
plenty of spark in certain metrics.
— The AAD, American Academy of
Dermatology Summer Academy Meeting,
hit a home run with attendance at its
Boston event skyrocketing 29.3%.
— The American Association of Nurse
Anesthetists (AANA) saw its exhibit
space increase 7.1% to 16,200 nsf
although attendance was basically
flat and the number of exhibitors actually declined (3.6)% to 162. The AANA
said interest in the exhibit hall was high
and 60% of its attendees had the authority to make purchasing decisions.
— The American Academy of Family Physicians (AAFP) National Conference of Family
Medicine Residents & Medical Students is
a niche event targeting aspiring doctors
who will eventually take the plunge into
private practice. It appealed to younger
members of the AAFP and to the exhibitors who will be counting on them as
customers in the coming year. Exhibit
space in Kansas City grew to 49,700 nsf,
a 2.9% increase over last year when the
conference was held in the same location.
The number of exhibitors increased 8.3%
and the crowd of 3,531 was up 4.8%.
Top Cities
Las Vegas hosted MAGIC and ASD Las
Vegas plus three other Dashboard events for
a total of 1,952,580 nsf. That was far above
second-ranked New York, which claimed
NY Now and its 544,320 nsf. Dallas was
third with the GATS and Metrocon Expo
& Conference for a total of 287,700 nsf.
Next Month
Next month’s TSE Dashboard will analyze
a variety of key shows across a wide array of sectors. They include a number of
major Gold 100 shows such as PACK EXPO
Las Vegas and Interbike, just days apart at
the Las Vegas Convention Center.
Chicago hosted the American Society for
Radiation Oncology and San Diego had the
Emergency Nurses Association Annual Conference. McCormick Place was the venue for
Print & CPP Expo and ASIS International.
AmericasMart Atlanta hosted the
Atlanta Fall Gift & Home Furnishings Market
and The Atlanta Gourmet Market.
Together, they will reflect how and
where the trade show industry is heading
as they close out the Third Quarter. TSE
SPONSORED BY
Trade Show Executive
Dashboard – AUGUST TRADE SHOW METRICS
BY CAROL ANDREWS,
editor-at-large
BENCHMARKS:
AVERAGE GROWTH
— NSF: 0.7%
— Exhibitors: 2.7%
— Attendance: (0.2)%
TOP MANAGEMENTS*
TOP CITIES*
GROWTH LEADERS
— Advanstar
Communications, Inc.
— Emerald Expositions
— GLM
— Las Vegas
— New York
— Dallas
— MAGIC MARKET WEEK
— AANA Annual Meeting
— NIGP Annual Forum
& Exposition
TOP INDUSTRY
SECTORS*
— Apparel
— Gift
— Transportation
*Based on total nsf
Show Site
Net SF of Exhibits
Exhibitors
Total Attendance
Qualitative Data
SHOW INFORMATION
2013/2012
2013/2012
VARIANCE
2013/2012
VARIANCE
2013/2012
VARIANCE
AAD (American Academy
of Dermatology) Summer
Academy Meeting
American Academy
of Dermatology
www.aad.org
New York
Boston
14,320
18,300
(21.7)%
136
141
(3.5)%
3,353
2,593
29.3%
Although net square feet and
exhibitors were down, attendance
was up significantly. Dermatologists
presented the latest research on the
diagnosis and medical, surgical and
cosmetic treatment of skin, hair and
nail conditions. The meeting offered
29 hours of CME credit.
Kansas City MO
Kansas City, MO
49,700
48,300
2.9%
457
422
8.3%
3,531
3,370
4.8%
Resident and student attendance
was at an all-time high, and there
were 33 new exhibitors. The event
celebrated its 40th anniversary
during the Expo Hall Grand Opening.
There was also a blood drive to
benefit a community blood center
in Kansas City.
AANA
(American Association
of Nurse Anesthetists)
Annual Meeting
AANA
www.aana.com
Las Vegas
San Francisco
16,200
15,120
7.1%
162
168
(3.6)%
3,254
3,250
0.1%
According to post-show surveys,
65% of AANA attendees make
purchasing recommendations
and 15% make final purchasing
decisions. 59% of attendees visited
the exhibit hall all three days, and 9%
spent four hours in the exhibit hall.
92% attended to get new product
information and 90% attended to
see product demonstrations.
ASAE Annual
Meeting & Exposition
ASAE: The Center for
Association Leadership
www.asaecenter.org
Atlanta
Dallas
69,800
71,600
(2.5)%
409
408
0.2%
5,431
6,010
(9.6)%
This was a record-setting show
in terms of association executive
attendance. The show topped out
at 2,918 association executives, the
highest number since 2008. There
was a strong buyer/seller ratio, with
62% buyers (association staff) to
38% sellers (industry partners).
Las Vegas
Las Vegas
664,229
683,426
(2.8)%
2,735
2,363
15.7%
42,390
44,259
(4.2)%
Although there was a substantial
increase in the number of exhibitors,
the amount of space used decreased.
The show launched a two-day
educational series with the IMA
(International Merchant Association)
to provide retailers with tips on
growing their businesses and insight
on increasing sales, creating an
ultimate sales team, and leveraging
social media. The sessions were
free to all ASD show registrants.
American Academy of
Family Physicians (AAFP)
National Conference of
Family Medicine Residents
& Medical Students
American Academy
of Family Physicians
www.aafp.org
ASD Las Vegas
Emerald Expositions
www.asdonline.com
2013 VS. 2012
Continued on next page
www.TradeShowExecutive.com | October 2013
35
© 2013, Trade Show Executive Magazine, Oceanside, CA (760) 630-9105
August 2013
SPONSORED BY
Trade Show Executive
Dashboard – AUGUST TRADE SHOW METRICS
Continued from page 35
August 2013
Show Site
Net SF of Exhibits
Exhibitors
Total Attendance
Qualitative Data
SHOW INFORMATION
2013/2012
2013/2012
VARIANCE
2013/2012
VARIANCE
2013/2012
VARIANCE
Fire-Rescue International
International Association
of Fire Chiefs (IFAC)
www.iafc.org
Chicago
Denver
134,200
147,600
(9.1)%
442
475
(6.9)%
9,209
9,517
(3.2)%
The IAFC's Hosted Buyer Program
matched qualified buyers with
companies selling specific products
and services. Special events
included the 9-11 Memorial Stair
Climb to honor firefighters who gave
their lives to save others. Participants
walked the equivalent of the 110
stories of the World Trade Center,
and proceeds will support the
Natl. Fallen Firefighters Foundation.
Dallas
Dallas
167,700
187,700
(10.7)%
490
507
(3.4)%
46,536
48,621
(4.3)%
Although overall registration numbers
declined this year, audience quality
was up, with a decline in nonqualifieds. Highlights of the show
included the Pride and Polish Truck
Beauty Competition, the Commerical
Vehicle Outlook Conference, and a
driver recruitment pavilion.
Las Vegas
Las Vegas
1,062,151
952,741
11.5%
4,498
4,312
4.3%
70,000 est.
66,103
5.9%
The show increased in all three
measurements, most notably in
net square feet, which had doubledigit growth.
Memphis
Memphis
20,400
20,200
1.0%
86
84
2.4%
3,944
3,679
7.2%
The show provided the opportunity
for attendees to discover the newest
product innovations before they
hit the market. Exhibits showcased
unique, one-of-a-kind products. Prior
to the show, exhibitors were provided
up to 500 postcard announcements
to mail to prospective customers/
buyers, and the show enjoyed a
significant increase in attendance.
Dallas
Dallas
120,000
120,000
No change
274
278
(1.4)%
2,546
2,561
(0.6)%
The show enjoyed record sponsorship
sales. New features included a firsttime Metrocon app for iTunes platforms and a mobile display unit area.
The show was sold out nine days
ahead of the official close of sales;
17 vendors were on a waiting list.
In addition to eight hours of access
to the show floor, attendees could
earn up to nine CEUs over two days.
Mode Accessories
International Exposition Fall Collections
Two Plus One Group Inc.
www.mode-accessories.com
Toronto
Toronto
35,000
35,000
No change
225
225
No change
3,250
3,500
(7.1)%
Exhibit space has sold out for the
past eight years and demand for
exhibit space continues to be strong,
requiring a wait list. Products
exhibited included women's fashion
accessories, casual apparel and
other fashion items.
National Institute of
Governmental Purchasing
(NIGP) Annual Forum
& Exposition
National Institute of
Governmental Purchasing, Inc.
www.nigp.org
Orlando
Seattle
24,100
23,200
3.9%
184
176
4.5%
1,593 est.
1,522
4.7%
Attendees, including state agencies,
cities, counties, and educational and
medical professionals, saw the latest
products and services available to
the government from a vast array of
suppliers. 92% of attendees were
principal buying decision makers.
The Great American
Trucking Show
Randall-Reilly Business
Media and Information
www.gatsonline.com
FASTEST
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MAGIC MARKET WEEK
Advanstar Communications, Inc.
www.magiconline.com
FASTEST
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Memphis Gift
& Jewelry Show
Helen Brett Enterprises
www.HelenBrett.com
METROCON
Expo & Conference
Metrocon, Inc.
www.metrocon.info
FASTEST
Trade Show Executive's
36
October 2013 | Trade Show Executive
2013 VS. 2012
SPONSORED BY
Trade Show Executive
Dashboard – AUGUST TRADE SHOW METRICS
SHOW INFORMATION
Show Site
Net SF of Exhibits
Exhibitors
Total Attendance
Qualitative Data
2013/2012
2013/2012
VARIANCE
2013/2012
VARIANCE
2013/2012
VARIANCE
New Orleans
New Orleans
48,500
55,100
(12.0)%
255
281
(9.3)%
13,977
15,719
(11.1)%
NY NOW
GLM
www.nynow.com
New York
New York
530,000
545,000
(2.8)%
2,800
2,800
No change
51,000
49,250
3.6%
OFFPRICE Show
Tarsus Expositions OFFPRICE Show
www.offpriceshow.com
Las Vegas
Las Vegas
125,000
125,000
No change
470
509
(7.7)%
10,500
12,000
(12.5)%
The show was sold out, with 40 new
exhibitors. There was an increase
in "Cash & Carry" exhibitors; 25
of these companies took booths,
when a typical show sees about
15 such exhibitors. Many exhibitors
carried products up to 70% below
wholesale. More exhibitors carried
brand names than in the past.
Long Beach, CA
Long Beach, CA
44,000
49,300
(10.8)%
329
375
(12.3)%
1,875
1,765
6.2%
There were 36 new exhibitors.
Although the amount of net square
feet and exhibitors were down, there
was a significant increase in attendance and positive buzz about the
show. Exhibitors commented on
the substantial amount of business
conducted at the show and the
superior quality of attendees.
Western Foodservice
& Hospitality Expo
Reed Exhibitions
www.westernfoodexpo.com
Los Angeles
Anaheim
49,000 est.
55,000
(10.9)%
305 est.
342
(10.8)%
7,699 est.
6,304
22.1%
Although the number of exhibitors
and the amount of exhibit space
used was down, attendance enjoyed
a huge increase. Special events
included the Food Trends Experience
and the American Culinary Federation
Culinary Demonstrations.
WomensWear in Nevada
Specialty Trade Shows
www.spectrade.com
Las Vegas
Las Vegas
85,000
85,000
No change
455
457
(0.4)%
5,000 est. No change
5,000 est.
New Orleans Gift
& Jewelry Show
Helen Brett Enterprises
www.HelenBrett.com
FASTEST
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The SAAC Show
Specialty Advertising
Association of California
www.saac.net/show
DASHBOARD ANALYSIS:
Net SF of Exhibits
Exhibitors
Total Attendance
3,259,300
14,712
285,088
3,237,587
14,323
285,023
3,259,300
14,712
281,735
(Excludes outliers and shows in which an
apples-to-apples comparison is not possible)
3,237,587
14,323
282,430
Averages
181,072
817
16,573
(Based on Adjusted Totals)
179,866
796
16,614
0.7%
2.7%
(0.2)%
Total
(Sum of all figures submitted by show management)
Adjusted Total
Percentage of Growth
(Based on Adjusted Totals)
2013 VS. 2012
Exhibitors reported developing new
business relationships on the show
floor. Show management's Web site
was used to promote products and
services prior to the show and Web
listings functioned as electronic
business cards for exhibitors.
The show was the first under the
new brand; the New York International
Gift Fair (NYIGF) became NY NOW,
the Market for Home & Lifestyle.
Attendees came from all 50 states and
more than 80 countries. The summer
show introduced a new exhibit floor
layout and re-organized into four new
comprehensive market collections.
The show sells out each time
it is held. Exhibitors included
womenswear related companies
that showcased clothing and
hundreds of accessory lines with
everything from shoes to hats,
purses, jewelry, belts and scarves.
COMING UP
NEXT MONTH:
A review of shows
held in September
www.TradeShowExecutive.com | October 2013
37
© 2013, Trade Show Executive Magazine, Oceanside, CA (760) 630-9105
August 2013