Notoriously Reliable

Suddenly we are famous. Everyone from the Brookings Institution to the heads of the major industry organizations seems to have an opinion about the Tradeshow Week 200, what it represents, how it should be compiled, what color the cover should be ... So, let me share with you just how we put it together.

The TSW 200 is our annual publication that lists the 200 largest shows in the United States and the 50 largest tradeshows in Canada — ranked by net square footage of paid exhibit space, not by attendance. We just published our 31st edition.

During the year-long compilation process, each show manager receives a report form shortly after his show closes. Submitted statistics are compared with the previous year's figures. TSW directories editors check with show management and the general service contractor whenever there appear to be discrepancies or incomplete data.

The TSW directories department requires every show that is ranked to submit a signed document confirming that figures for that year are accurate and truthful. At the same time, numerous sources across the country assist in identifying reporting inconsistencies, as well as new shows that qualify for ranking.

The TSW 200 includes some shows that use nontraditional exhibit space, such as outdoor areas, marinas and hotel rooms. Those shows qualify for ranking if this is the only available or appropriate space for product demonstrations and is paid space. When a show is held in a market center, only temporary space is included in the calculation. Permanent showroom space is never included in rankings.

Consumer shows are excluded from the TSW 200 rankings. However, some tradeshows are open to the general public. These shows are included only if there are specific trade-only days or hours. The attendance figures for these shows do not include general public attendance.

Please note again that the rankings and most of the qualifiers above have to do with net square footage, a measure frequently more meaningful than attendance to our readership in the tradeshow industry. The discussion surrounding the Brookings Institution report in recent months has revolved primarily around attendance figures and the number of people venues may or may not draw to a city.

Nevertheless, in this post-Brookings report world, attendance figures reported in the TSW 200 have come under criticism. This has unfortunately served for at least one association head as a platform to question our reliability in pursuit of a pro-audit agenda.

It is important to note that attendance statistics that are submitted elicit skepticism from TSW directories editors and competing show managers and, since only 19 of the TSW 200 shows in 2004 were audited (up from 14 in 2003), attendance figures are impossible to verify in most cases.

We would like to see every TSW 200 show audited, but they are not, and TSW directories editors must reject statistics if they stray too far from industry norms. Some show organizers provide only "registered attendance" figures, which may include no-shows. TSW appreciates those managers who include a breakdown of attendance figures — thanks for your honesty. We publish attendance figures to be helpful to the industry, but do not vouch for their accuracy.

The criticism we face is either inaccurate, incomplete or both. While we welcome input on methodology and reporting processes, our work is solid, and we apply stringent processes to our verification. But if some in the industry attempt to manipulate the rankings by exaggerating, you are, like your mother told you, only hurting yourself.

And for those who choose to disparage TSW rankings, which are based on square footage, while attempting to serve their own agendas regarding the accuracy of show managers' statements about attendance, you are not helping an industry that is looking to you for leadership.