Take Me 2 Tea Grows Up

By Heidi Genoist -- Tradeshow Week, 4/4/2005

Las Vegas—If Take Me 2 Tea Expo was in its infancy during the past three years, then 2005 could be the beginning of its adolescence. During the opening reception March 21 at the Las Vegas Hilton, founder George Jage announced several changes meant to launch the three-day show into a new era.

For starters, there's a new image. Beginning in 2006, the show will be called World Tea Expo. A new logo and Web site, www.worldteaexpo.com, complete the re-branding.

The show, which started in 2003 with 65 exhibitors filling 8,500 net square feet, grew this year to 160 exhibitors spanning 18,900 net sq. ft. According to preliminary estimates, this year's show drew more than 2,500 attendees, including about 150 international visitors.

Jage expects the growth to continue, as World Tea Expo draws more major buyers, moves into a wider range of exhibitor categories and increases its international profile.

One step in this direction was announced during this year's meeting: a strategic partnership with the Tea Assn. of the USA, a 106-year-old group whose 100 members claim to represent 85 percent of the tea traded within the country.

Although Jage said the association had been working with Take Me 2 Tea Expo since its inception, the agreement formalizes the relationship. The tea association will promote the expo to its membership, in exchange for headline sponsorship.

Joe Simrany, president of the tea association, said he was not aware of the group ever having a partnership like this before. "It's indicative of the faith we have in this expo," he noted.

The show and association also worked together to raise $38,109 for victims of the tsunami disaster in Southeast Asia. At the opening session, Jage presented a check to Operation USA, which will disburse the funds directly to affected families.

Several other changes are being made to help the transition to a more globally oriented show. Organizers have added two new tracks in the educational program, for food service and spa professionals. Hotel Food & Beverage Executive Magazine and Las Vegas Foodservice Magazine will sponsor the former.

The only thing missing from the rollout was an announcement of the inaugural World Tea Expo's 2006 dates and location. Jage promised attendees that the information would be released by May 1, and that the show would be "bigger and stronger" in 2006.

Currently, Jage is considering several locations on the East Coast for next year, and plans to put the show on a bicoastal, yearly rotation.