Annual Report: Size Is Up, Attendance Down

By Jillian Dauer -- Tradeshow Week, 4/25/2005

Just because you build it, doesn't mean they'll come. Although consumer shows occupied more square footage in 2004 than in 2003, attendee turnout was not as high.

According to Tradeshow Week's Annual Report of Consumer Show statistics, net square footage at public events rose 6.8 percent, while attendance dropped 4.3 percent compared with 2003. The number of exhibiting companies was up 2.6 percent.

In terms of net square feet and exhibiting companies, consumer shows came out ahead of business-to-business tradeshows in 2004. Overall, the net square footage of tradeshows held in 2004 increased 1.5 percent, the number of exhibiting companies rose 1.6 percent and attendance jumped 3.1 percent.

"Tradeshows are directed at one thing," said Jay Partington, president of Expo Productions, which managed four consumer shows and two tradeshows last year. "If you're not buying capital equipment, then you're not coming. You use more mediums for consumer shows."

Among the shows managed by Expo Productions last year were the Wonderful World of Weddings & Occasions and the Milwaukee Marine Dealers Boat Show.

"Our attendance stays about the same," Partington said, referring to the wedding show. "We don't have to change much from year to year because our attendees change." Attendance at the wedding show increased 1.2 percent from 2003 to 2004, and net square footage was up 4.7 percent.

However, attendance was down 12 percent at the boat show. One reason for the decrease was the economy, as manufacturing industry jobs were cut, Partington said. With the elimination of these jobs came the loss of the middle-market boats' main buying audience.

Another factor affecting attendance was the Internet. "Customers can do the research online, and then buy a boat at the dealer," said Kevin Murphy, national show manager for Sail America, which manages five Strictly Sail shows.

Still, Murphy estimates that 75 percent of attendees go to a boat show before buying a watercraft.

Attendance was down 11 percent at the Atlantic City, N.J., installment of the Sail Expos in 2004, but up 5 percent at the Oakland, Calif., show.

Weather also has an impact on attendance at consumer shows, according to Bernard Weichsel, president of BEWI Productions, which organizes the SnowSports Expo series. Weichsel said the success of his shows depends on both the weather during the show, and the previous season's climate.

"The East had a good winter, so we'll have a good show," he noted. "The worst thing for our shows is Indian summer, because people stay home to do yard work. Snow isn't good, because then people are out skiing. The best thing for our show is flurries."

Murphy said the Strictly Sail shows are purposely held during the winter because people are out sailing during the summer.

Regardless of shaky attendance figures, companies are showing up to exhibit at consumer events.

"We've gotten bigger," Partington said of the wedding show. "We moved to a new hall three years ago so we could let in new exhibitors."

In fact, the show isn't just for weddings anymore. Occasions was added to the show name as people began attending to get ideas for all kinds of events, from reunions and anniversaries to proms and New Year's Eve parties. "Some exhibitors didn't bring in their entire line before, now they can," Partington said.

The show also evolved with the demographics of its attendees. With people on their second and third marriages, the organizer said, some attendees are looking for unique venues for smaller, simpler weddings.

In this and other ways, consumer shows are not unlike their trade counterparts.

For instance, everyone's struggling to capture market share. Said Weichsel, "Our shows are very sale-, retail-based. People buy at the show because it has the best deals."

And, as with association-sponsored tradeshows, it's not always strictly business with consumer events.

Terri Seidman, market manager for the Pittsburgh edition of the ADA Diabetes EXPO, believes in spreading the word. "We're out there just trying to create the awareness," she said.

In 2004, the show partnered with Healthy4Life, a local community service project sponsored by Pittsburgh's ABC affiliate WTAE-TV, to create "two expos under one roof." The partnership resulted in a 75 percent increase in net square footage and a 567 percent increase in attendance in 2004.

"It's a combination of everyone (attending); people interested in healthy living and people with diabetes," she said.