New Tech Show for New York

H.A. Bruno's C3 Expo will launch at Javits in CeBIT America dates

By Margo McCall -- Tradeshow Week, 10/4/2004

In Ralph Ianuzzi Jr.'s eyes, the computer industry is crying out for a large annual gathering, especially in light of the recent cancellation of several large technology tradeshows. And because his family's business, H.A. Bruno, successfully launched PC EXPO two decades ago, Ianuzzi is confident he can do it again.

H.A. Bruno plans to launch C3 EXPO — short for Corporate and Channel Computing Expo — drawing on the former management and prized dates of the defunct CeBIT America, and the attendee and exhibitor base of CMP Media's TECHXNY, which is being canceled after its upcoming Oct. 5–7 run. Ironically, TECHXNY had its roots in PC EXPO and has only recently been rebranded to reflect its expanded focus.

"It's basically unchallenged," Ianuzzi said of the information technology show market. "There's no show for the industry. The industry doesn't just pack up and go away."

The void was created by Deutsche Messe's August decision to cancel CeBIT America just two years after the enterprise IT event's launch, and by MediaLive's decision to cancel this year's COMDEX and revamp the former high-tech heavyweight. Deutsche Messe blamed the changing high-tech industry and U.S. economy for its decision, while MediaLive cited lackluster vendor support.

The inaugural C3 EXPO is forecast to draw 25,000 to 30,000 attendees to New York's Jacob K. Javits Convention Center next June 28–30. In comparison, the 2003 COMDEX drew about 39,000 attendees, this year's TECHXNY is slated to draw 20,000 and CeBIT America last year recorded attendance of about 10,000.

H.A. Bruno has hired former CeBIT America Managing Director Mark Dineen as vice president, in addition to two other former CeBIT America staff members. Ironically, Dineen got his start at H.A. Bruno, selling exhibit space for PC EXPO nearly two decades ago.

"There needs to be one major event on the East Coast," said Dineen, who cautions that the new event "won't be a CeBIT and it won't be a PC EXPO."

C3 organizers plan to target Windows, Linux, database management, networks, systems integration, security, e-commerce, wireless applications and communication. CMP Media will help organize conference content under a revenue-sharing agreement.

Ianuzzi said the channel component, comprised of resellers and distributors, will be a critical aspect of the new show. Another thing that will help, he said, is the show being designated as part of the U.S. Department of Commerce's Intl. Buyers Program.

Christina Condos, show director of TECHXNY, will continue at CMP Media in a yet-to-be-determined role. "This is going to be an evolution. It makes a lot of sense," she said, adding that the technology industry needs a large annual tradeshow.

In working to revamp COMDEX, MediaLive Intl. Vice President Eric Faurot has argued the same thing. "It certainly validates what we've been saying, that there's a need in the market," said Faurot, a former CMP employee. But, he added, "It remains to be seen whether they're able to get a critical mass of buyers and sellers."

Dineen, meanwhile, said he's already reaching out to companies that exhibited at CeBIT America 2004 and had signed on for 2005. TECHXNY exhibitors will be contacted next, after they're advised during this year's show of the changes.

Ianuzzi's family business, H.A. Bruno & Associates, was a tradeshow management company whose history stretched back to 1923. Ianuzzi branched out into tradeshow ownership by establishing H.A. Bruno Inc., which, in the 1980s, launched PC EXPO in New York and Chicago, and Networld in Boston, Dallas and Frankfurt, Germany.

Blenheim Group scooped up the company in 1990, and appointed Ianuzzi executive chairman of its U.S. division. Six years later, United News & Media, the parent of Miller Freeman, bought Blenheim Group for a reported $941 million. Ianuzzi now serves as managing member of H.A. Bruno, which operates a half-dozen shows in the franchise and business opportunity sector

He said he's been watching the technology tradeshow market with keen interest since Blenheim was sold. "The landscape right now is ripe for a good show," he said.

Although H.A. Bruno also purchased CeBIT America's database, Ianuzzi said its June dates at the Javits were the most prized. "The dates are probably the best dates on Earth and in the best venue on earth. They're perfect for corporate and reseller buying cycles," he said.

Both Ianuzzi and Dineen say New York is well-positioned as the site for a large technology tradeshow because the area is home to so many companies' headquarters.

Ianuzzi said his company is making a long-term commitment to the show, which will be reflected in the company's investment level in promoting C3 EXPO. "Part of the reason why there isn't a large industry venue right now, that's purely focused on computers and computer services and software, is because there's been so much turnover in ownership. There's been no continuity. There's been nobody minding the store on a continuing basis," he said.