CVBs on Consumer Shows: Who Needs Them?

Convention and visitors bureaus readily acknowledge that consumer shows aren't at the top of their wish lists. In fact, they're not even on their radar screens. Bureaus are preoccupied with filling hotel rooms. And because most consumer shows attract local or drive-in audiences, they do little to help CVBs further their goals.

Facilities, however, aren't concerned with overnight stays, and pursue public shows vigorously, said Ellen Schwartz, director of sales and marketing for the Long Beach Convention & Entertainment Center. And CVBs might occasionally get involved with a large auto or boat show that could attract out-of-town attendees and rack up room nights, she added.

Because there usually isn't a hotel block associated with a consumer show, convention centers in general won't hold dates for them further than 18 months out. Dennis Edwards, Greater Fort Lauderdale CVB senior vice president, said that's why his bureau is one of many that don't actively solicit consumer shows. He leaves that task up to the convention center sales staff.

Paul Schweitzer, vice president of business development for dmg world media, agreed. "Rarely does a CVB become involved in the launch of one of our consumer shows," he said. "Because most of our exhibitors and virtually all of our attendees are local, consumer shows fill a limited number of hotel rooms. Therefore, CVBs would have little interest in our type of events."

Some cities have facilities devoted almost exclusively to consumer shows. In the Salt Lake City area, consumer shows are usually held at the South Towne Expo Center in Sandy, Utah, leaving the Salt Palace Convention Center for larger events, said Dan Hayes, director of sales and marketing for both.

He added that the Salt Lake City CVB doesn't solicit consumer shows. "Maybe most CVBs are not convinced about the impact of consumer shows or their value, but we think they're a considerable asset, and are desirable pieces of business," Hayes said.

The Anaheim Convention Center is also more interested in consumer shows than the city's CVB. While the bureau doesn't solicit consumer shows, the convention center begins trying to nail down bookings about 18 months in advance of a particular show.

That's not to say the CVB sees absolutely no value in public shows. "We do make sure that we protect the dates of the consumer shows that are already here on a regular basis," said Charles Ahlers, president of the Anaheim/Orange County Visitor & Convention Bureau.

Carla Conner-Penzabene, director of sales for the Detroit Metro Convention & Visitors Bureau, said it's important that all visitors to the city have a good experience, so the bureau's membership and services department has staff assigned to each consumer show that takes place in the region.

"We work regularly with our local industry partners to help ensure that both trade and consumer shows in our region are successful," Conner-Penzabene said. Nevertheless, she added, "Because we are room-night driven, we focus most of our sales resources on pursuing tradeshows."