Hardware Show Rivalry Down To the Wire

As Reed Exhibitions and the American Hardware Manufacturers' Assn. enter the home stretch in the race to see which hardware show will ultimately be successful, it's business as usual in the now-familiar contest: Reed uses its plentiful contacts to gain support, AHMA makes surprise moves, and both sides insist they've got the edge.

AHMA has brought private show management firm Infinity Expo Group on board to help out with the launch of its 2004 show – leaving everyone to wonder what's become of ConvExx, the firm it hired for the very same purpose last year. At the same time, Reed has signed another publication sponsor and rolled a painting show into its event.

A year ago, the association and for-profit show organizer parted ways over differences about how best to re-energize the Natl. Hardware Show, which Reed owns and AHMA had sponsored for 30 years. Following the split, Reed announced it was moving the Natl. Hardware Show to Las Vegas this May 10-12, and AHMA hired ConvExx and unveiled plans for the first AHMA Hardware Show at Chicago's McCormick Place April 18-20.

Just three months before the scheduled AHMA show, the association filed a lawsuit against Reed, accusing the firm of breach of contract, unjust enrichment, false advertising and unfair competition, and asked for $10 million in damages.

Less than a week later, the association hired the Shelton, Conn.-based Infinity to manage the 2004 AHMA Hardware Show. David Audrain, COO of ConvExx – which was hired in early 2003 for the same purpose – wouldn't comment on Infinity's hiring, saying only that ConvExx was still under contract with the AHMA until further notice. When asked what he and his team were doing for the association now, he said, "Whatever they tell us to."

AHMA President and CEO Timothy Farrell said the association is working with both firms. "We're continuing to work with ConvExx on our 2004 show; their contribution has been and continues to be outstanding. We're also working with Infinity; their experience and insight will also contribute to our future success," he said. As for details about the specific responsibilities of each firm, Farrell would only say, "It's a team effort."

Officials at Infinity, founded last March by four former Reed Exhibitions executives, have hired Frank Fazio, a former Reed vice president; Jeff Reszetylo, a former Reed account executive; and Ken Cardelle, a former Reed salesman, to work on the AHMA show full time.

"(AHMA) adding Infinity hasn't caused us any hiccups," said Dennis MacDonald, senior vice president of Reed Exhibitions.

In February, Reed sealed deals with Popular Mechanics and the Paint & Decorating Retailers Assn. The magazine will host an Editor's Choice awards program at the show and promote it with ads in the magazine.

The PDRA, meanwhile, has rolled its 46-year-old Las Vegas tradeshow for painting and decorating retailers into the Natl. Hardware Show. The PDRA show, originally scheduled for March 21-22, essentially becomes the paint and decorating section of the Reed show, with the PDRA also producing a track of educational sessions on paint and decorating trends.

PDRA CEO Nicholas Cichielo said the staff and board of directors decided to support the Reed Exhibitions event because there were too many shows in the paint and decorating industry. With smaller ones difficult to grow, he said it seemed wise to get on board with the big guys.

According to him, 70 percent of the show's 55 exhibitors have already signed up for the hardware show.

MacDonald said Reed Exhibitions has contracts with 1,908 exhibiting companies covering 430,625 net square feet of space for the Natl. Hardware Show. The company began its attendee-marketing campaign in mid-February and reported 11,974 buyers at press time.

The AHMA, which has been reluctant to report its statistics, in February claimed more than 500 exhibitors and 15,000 buyer attendees.

Still, as the competition comes down to the wire, neither organization has landed Black & Decker, Delta Machinery, De Walt or any other major tool manufacturer – the staples of the hardware show in its heyday. MacDonald said that Reed Exhibitions is still in discussion with some major companies.