TSEA Makes Changes to Revitalize TS²

By Gary Tufel -- Tradeshow Week, 4/26/2004

The Trade Show Exhibitors Assn. will host its annual conference and exhibition, TS² - The Trade Show About Trade Shows, July 12-15 at Chicago's McCormick Place. This year's show will offer new sessions, speakers and networking opportunities, perhaps in response to a very full schedule at the Exhibitor Show – which some, but not all, consider a competing event.

"We're gearing up for a fresh and exciting event," said Michael Bandy, TSEA president. "The economy is picking up steam, and our exhibitors are eager to participate in this year's show."

There are differences between the two shows that focus on the exhibitor side of the equation. TS² is in Chicago, and the Exhibitor Show is in Las Vegas. TS² is association-sponsored, while Exhibitor Show is for-profit. And, as Bob Thomas, past chairman of TSEA and president of Exhibit and Event Management, pointed out, "TS² seems to draw more logistic and planning professionals, while Exhibitor Show draws marketing and communications people." Still, if anybody is going by the numbers, the Exhibitor Show is ahead.

Both shows experienced declines by two important measures between 2002 and 2003. TS² dropped from 223 exhibitors in 44,900 net square feet to 197 exhibitors in 38,400 net sq. ft. The Exhibitor Show, albeit bigger, had similar fallout from 2002 to 2003: 292 exhibitors in 59,540 net sq. ft. to 278 exhibitors in 55,300 net sq. ft.

While TS² also saw attendance drop (3,231 in 2002 compared to 3,006 in 2003), Exhibitor Show had a slight increase (4,485 in 2002 and 4,637 in 2003).

Maybe more telling now (and good news for TS²) are the increases experienced by Exhibitor Show this year: 296 exhibiting companies in 60,500 net sq. ft. and 5,030 in total attendance. TSEA would not give any projections for its upcoming show.

But it is making changes designed to put TS² 2004 back in the game. The exhibit hall will open an hour early to allow exhibitors to meet exclusively with dealers and distributors before other attendees go in. The Exhibit Designers and Producers Assn., in cooperation with TSEA, will present a special educational program, "Discover the Exhibit Manager's Secret Agenda." And the "Best of Show" repeat sessions will be replaced by Thursday afternoon's closing session, "Selling Yourself, Your Ideas, Your Vision, Your Products: Painless Selling Even for Those Who Hate to Sell," led by Barry Maher.

Nearly three-fourths of the conference sessions are new, including three in-depth "Ask the Experts" sessions that replace the "Ask the Experts" brunch. In addition, by request, the Exhibitor Appreciation Reception won't start until the educational sessions are complete.

Bandy said, "We listened to our members and past participants during planning, and the result is an event that will provide an abundance of information and networking opportunities designed to increase the effectiveness and profitability of attendees' exhibit and event marketing programs."