Shoe Assn. Tries On Outsourcing
By Heidi Genoist -- Tradeshow Week, 11/3/2003
The World Shoe Assn. has chosen Shelton, Conn.-based Infinity Expo Group to manage the next edition of the WSA Show, while former show manager and WSA Executive Director Chris Aiken is on leave of absence.
Although the WSA Show is semi-annual, taking place in February and August each year, Infinity's contract is for the February show only. That show placed 24th in the 2003 Tradeshow Week 200, drawing 1,062 exhibitors and 11,526 professional attendees to a 622,000 net square foot exhibition in 2002.
"It's a one-show deal," said Tony Calanca, senior vice president at Infinity. "The RFP was for an interim manager. We will oversee everything that has to be done between now and the show with our staff and theirs." He added that Infinity has no policy control; therefore, things like the general service contractor — currently GES — and the space rate for exhibitors — currently $8.00 per square foot — will not change.
Ken Mazur, chairman of the WSA board of directors, said no plans are in place to solicit outside help with the August 2004 show. Asked whether this means the association expects to have an executive director by then, Mazur said, "We'll address things as they come up."
Neither Calanca nor Mazur would comment on the financial terms of the contract. Without giving specific revenue figures, Mazur said the show is not extremely profitable, as the association directs revenues back to members.
The WSA Show has been association-owned and operated since its inception 55 years ago. Ann Aiken managed the WSA Show from the early '80s until 1997, when her son Chris took over. Chris Aiken left the association Sept. 25 for undisclosed reasons.
Among the range of show management companies in the running for the WSA Show contract was heavyweight Reed Exhibitions. Senior Vice President Ken McAvoy, who was involved in negotiations, said, "We were treated fairly. They just wanted to go with a smaller company that was a better fit for their needs."
McAvoy continued, "By going after this business, we were sending the message that Reed Exhibitions is there to help the association in any way we can during their time of need."
