MAGIC Still Perfect Fit

Las Vegas show draws the largest number of exhibitors, attendees

By Rachelle Crum -- Tradeshow Week, 9/12/2005

Las Vegas—Tradeshow managers measure their success in many ways: the number of people that turn out, exhibitors that re-up or the buzz overheard on the showfloor. But when your attendees say a show is so important that they have to take a full day to prepare before they dare to take it on, you know you've got a hit on your hands.

"Yesterday, I took the day off and went to the spa," said MAGIC Marketplace attendee Minerva Balizan-Diaz. "Now I'm more collected and ready (for the show)."

And Advanstar Communications subsidiary MAGIC Intl. can measure the achievement of its semiannual apparel show, held Aug. 29–Sept. 1 at the Las Vegas Convention Center and the Las Vegas Hilton, in more concrete ways as well.

According to organizers, MAGIC featured 3,669 exhibiting companies, the highest number since its inception in 1942. This was due in part to 1,500 new exhibitors, many of which were included in two new segments: the swimwear pavilion ISAM (Intl. Swim-wear/Activewear Market) and WWDMAGIC Presents Accessories at the Hilton with 430 exhibitors, which included JCK at MAGIC, a partnership with Reed Exhibitions.

Laura McConnell, MAGIC vice president and general manager, said the 950,000 square foot show's attendance was also through the roof, with more than 101,000 attendees.

The August 2004 show, No. 6 on the Tradeshow Week 200, attracted 95,000 attendees including exhibit personnel, according to figures MAGIC reported.

Chris Meyer, senior director of convention center sales for the Las Vegas Convention & Visitors Authority, called the show, "By far, the best MAGIC ever. They're blowing the doors out."

McConnell credited her team's reconfiguration of the MAGIC showfloor for the large crowds. Major changes included the relocation of the accessories division from the convention center to the Hilton (and the addition of JCK), the addition of ISAM and the movement of MAGIC kids to the North Hall. Organizers also increased the size of Fabric at MAGIC in order to compensate for Advanstar's postponement of Intl. Fashion Fabric Exhibition, formerly held at the Jacob K. Javits Convention Center in New York.

McConnell said the changes were "very well received," noting that exhibitors appealed for the adjustments. "All of our changes are born out of request. We feel that (exhibitors) are now housed appropriately."

Although buyers at the show agreed with McConnell's assessment, saying that it was easier to shop separated categories of product, exhibitors were divided over the changes.

MAGIC accessories exhibitor Inbal Bitan from the handbag design firm Misa B.G. said she preferred that the accessories booths be placed with clothing items. "I think it's better if it's all mixed in together," she said.

Another accessories exhibitor Lulu Gilbert, with mannequin design firm Ladylulu, said the move of accessories to a separate pavilion had soured her on MAGIC, because the new area had insufficient traffic and signage. "We're definitely going to be looking at different shows. When I'm walking (around the Hilton), I don't want to buy from myself," Gilbert said.

On the other hand, although fellow MAGIC accessories exhibitor Chris Gable of fragrance company Demeter F.L. said the Hilton brought "a different traffic flow," it wasn't necessarily bad. "People will find their way over here," he noted. "Our customers are like water; they're going to find us."

Show attendee Neil Sharda from Simi Valley, Calif.-based Anna & Co. agreed, noting that "People can get lost in the clothing (sections of MAGIC)."

Likewise, JCK at MAGIC received mixed reviews from its 79 exhibitors.

Dave Bonaparte, Reed Exhibitions vice president of JCK shows, acknowledged that impromptu wine and cheese parties and live music were added to increase traffic to and excitement in the Hilton exhibits.

But, he added, "it went well for a first time out. We will analyze how well our (attendance promotion) programs worked and decide what to do going forward based on that analysis."

Reed does plan to continue the partnership with MAGIC, at least through August 2006, he added. "It can only get better, the more educated attendees become about it."

As for ISAM, which was placed on the far west edge of the LVCC's Central Hall, exhibitors said they thought it was a good idea to put all the swimwear manufacturers together, so they would be easy for retailers to find.

However, Ron Russell, vice president of Apparel Ventures, said he didn't see much difference between the two ISAM rows and the adjacent rows of MAGIC's resort and swimwear categories — except that, in signing on for ISAM, he lost his former prime MAGIC location near an entrance to Central Hall.

Russell said ISAM manager Barbara Brady persuaded Apparel Ventures, a longtime ISAM member but MAGIC exhibitor, to move to the association's pavilion.

Brady said she could not comment on the show, since an accident detained her from attending.

The next MAGIC Marketplace will take place Feb. 21–24 at the same venues, although the show will now include the newly acquired POOL (expected to move to the LVCC) and Project Las Vegas (to remain at the Sands Expo & Convention Center/Venetian Resort Hotel Casino).