2004 Launches Hit Triple Digits

By Margo McCall -- Tradeshow Week, 4/19/2004

With a sudden surge in launches that puts new tradeshows into the triple digits this year, one might think that show producers are responding to an uptick in the economy.

But that's not entirely true. Although economic factors, such as spikes in the stock market and rises in productivity or business spending play a part, the genesis of new shows seems to be linked more to market opportunities or favorable conditions in a particular industry.

George Little Management chose to launch a spring version of its fall New York Gift Cash & Carry Show in response to a perceived need by retailers to restock in mid-season before the busy summer months. For IDG World Expo, the rising popularity of its Health-IT e-newsletter signaled the industry was ready for a health technology tradeshow. And CMP Media's launch of its Annual Call Center Exhibitioncame as competitor Advanstar Communications was strengthening and rebranding its slate of call center events.

According to Tradeshow Week research, more than 100 new shows are being launched this year. That compares to the 40 in 2003 and 37 in 2002 listed in the Tradeshow Week Data Books for those years. This year's launch list is heavy with consumer events, regional shows and efforts from many smaller players. They are targeting everything from log homes, modular homes and pet products to food, adventure travel and grandparents.

Cygnus Expositions' launch of the PhotoImaging & Design Expo, scheduled for May 5-7 at the San Diego Convention Center, builds on the strength of the company's two related photography magazines. Cygnus didn't press the button on a photography tradeshow, however, until opportunity knocked.

"There were a couple of factors," said Tom Pellet, Cygnus group vice president. "We realized there was a void in the marketplace. Several other shows had vacated the marketplace due to the economy. We also knew that we had two magazines that, when we moved in, would give us credibility. Our publications also gave us a good pulse on what was going on in the industry."

There was a geographic void to be filled as well. Pellet said there was room for a West Coast event that would attract the masses of photographers in Southern California.

Pellet – who in his 33 years in the business has launched "a few" events – said Cygnus evaluated the state of the economy when it started researching a potential show launch last May. Just as important, however, was the state of the photography industry.

Because it's the show's first time out, Pellet said, considerable effort is going into making the event "a unique experience." To that end, the show will feature a New York-style fashion show and an on-site wedding. Photographers will be making presentations and talking about their techniques.

The advance planning appears to be paying off, since the show is sold out. That will enable the team to make promotion its primary thrust. "I really think that market research and doing your due diligence in advance means a lot to the success of the show," Pellet said.

Las Vegas-based Bentley Intl. Group specializes in launching new shows in topical areas. The company has previously held tradeshows catering to the airport security and dollar-store industries. It's currently in the planning stages for the LOWCARB Products Expo, scheduled for July 17-18 at the Tropicana Hotel.

In February, Bentley Intl. held its first IFAMtradeshow for the furniture industry. Held at the Las Vegas Convention Center Feb. 4-6, the inaugural event drew 565 exhibitors and 2,000 attendees.

Shane O'Sheeran, Bentley's director of expositions, said launch lead times vary. While IFAMentailed two years of research and planning, the low-carbohydrate products event took about four months. Exhibitors may be more inclined to participate in events when the economy is growing, O'Sheeran said, but exhibitors need more time for marketing in a down economy.

Collocating new events with existing tradeshows can help reduce the risks associated with launching. That's the tack that IDG took with Health-IT World Conference & Expo, locating it alongside the 2-year-old Bio-IT World Conference & Expo. Similarly, Diversified Business Communications' first All Asia Food Expo will be located with Expo Comida Latina and Kosherfest. For its spring New York Gift Cash & Carry Show, George Little Management selected the same week in late March that its EX*TRACTS and New York Home Textiles Show would be occupying the convention center.