WWMC Thinks Bigger

Vegas furniture mart announces expansion of already large project

By Heidi Genoist -- Tradeshow Week, 4/18/2005

Las Vegas—The World Market Center has decided that 7.5 million square feet isn't enough, and has tacked on another 4.5 million. The master plan for the campus now includes 12 million sq. ft. of new showroom and convention space downtown.

As with its previous expansion decisions, WMC Co-managing Partners Jack Kashani and Shawn Samson said this most recent addition responds to market demand and a further deepening of the center's reach into sub-categories of home furnishings.

Over time, the project has evolved from a furniture mart and design center into a diversified home furnishings market, tradeshow facility, and urban residential, retail and cultural complex.

The first phase of the project, a building with 1.3 million sq. ft. of showrooms, reportedly is on schedule for its opening next month. Five more buildings, between 1.4 million and 4.5 million sq. ft. each, are to be added to the WMC's 57-acre lot through 2015.

The planned expansion — announced even before the first phase was completed — was made possible by the WMC's successful bid to develop the master plan for an adjacent 61-acre plot of land owned by the city of Las Vegas. That will allow the WMC to move its hotel, retail and mixed-use residential components across the street, with the city's projected stadium and cultural venues.

The WMC believes the inaugural Las Vegas Market July 25–29 will be the largest North American tradeshow launch on record, with nearly 1.6 million net sq. ft. of exhibit space. If all goes as planned, it will include four parts, each the equivalent of a Tradeshow Week 200 event:

• 900,000 net sq. ft. of exhibits in WMC showrooms
• 194,200 net sq. ft. of paid exhibit space in pavilions on the WMC campus
• 312,200 net sq. ft. of paid exhibit space at the Las Vegas Convention Center
• 165,200 net sq. ft, also at the LVCC, for Interior Lifestyle USA, Messe Frankfurt's show-within-a-show

Michael Hughes, TSW associate publisher and director of research services said, "I can't think of a show launch nearly this large in the United States, even if the permanent showroom space is taken out." Without permanent showrooms, the exhibition would still span 671,400 net sq. ft.

About 700 exhibiting firms are expected. WMC spokesperson Jessica Neville said that many of the exhibits are large, two-story structures, like miniature home furnishings stores.

The big question is: How many attendees will fill the aisles?

The Las Vegas Market will collocate this year with the Assn. of Woodworking & Furnishings Suppliers' AWFSVegas, July 27–30. Organizers estimate that combined buyer attendance at the two shows will be around 70,000, but neither group is releasing pre-registration numbers.

Dana Pretner, the WMC's director of marketing and public relations, said an aggressive attendance marketing campaign has been underway for several months, and attendance is on track with expectations.

"I'm excited about this new show," said Howard Haimsohn, owner of Lawrance Contemporary Home Furnishings. Haimsohn is a past president of the Natl. Home Furnishings Assn., as well as a past president and board member of the Western Home Furnishings Assn.

He said retailers are looking forward to seeing the new building and expect WMC General Manager Dave Palmer and his team to produce a good show.

Despite his enthusiasm, Haimsohn added that many retailers wish U.S. furniture markets took place only once a year, like their European and Asian counterparts. He pointed to the Milan Intl. Furniture Fair (April 13–18 this year in Milan, Italy) and Ambiente in Frankfurt, Germany (Feb. 11–15) as examples of international home furnishings tradeshows that take place in convention centers — unlike the standard U.S. model which is centered around showrooms in permanent mart facilities.

Haimsohn believes once-a-year exhibitions are more exciting and less cumbersome for retailers, who are not the impetus for development of huge market centers.

"I realize (the semiannual schedule of U.S. marts) is driven by real estate costs," he noted. "The developers own the buildings and have to justify it to the tenants, who pay rent ... I've never had a desire to go to one of these market centers in between market weeks."

"We do a lot of silly things in our industry," he added, "but it's the way we operate. It's anchored in tradition."

Merchandise Mart Properties' Intl. Home Furnishings Market in High Point, N.C., is currently the largest market in the furniture industry, with six buildings encompassing 2.2 million gross sq. ft. According to MMPI, the semiannual trade-show spans 11.5 million sq. ft. and the current edition, April 14–20, is expected to draw about 75,000 attendees.