Mandalay Bay Signs First Reed Show Ever

Las Vegas—PGA Golf Exhibitions recently decided that the 2006 PGA Fall Expo, sponsored by the Professional Golfers Assn. of America, would take place at Mandalay Bay Convention Center. More than a mere venue change, the move signals Reed Exhibitions' entry into the city's third-largest exhibit hall.

Ed Several, PGA Golf Exhibitions vice president for Reed Exhibitions, said the contract is for one year, with an extension to be considered after next year's Sept. 13–14 show. Reed bought PGA's tradeshows in 1998.

This will be the first Reed show held at Mandalay Bay since the convention center opened in 2002 with 932,731 square feet of exhibit space. Depending on rotational patterns, the company (which has some 430 events worldwide) organizes eight to 10 shows in Las Vegas each year — several listed in the Tradeshow Week 200.

"With the recent change in ownership and management, we are now able to consider and take advantage of new hotel package opportunities, such as MGM (Grand Las Vegas) across the street with 5,000 rooms. This gives us more flexibility and choice in room rates than a stand-alone venue," said Ken McAvoy, Reed Exhibitions senior vice president.

MGM Mirage acquired Mandalay Bay Resort Group in April for $7.9 billion. Richard Harper, former MGM Grand vice president of sales, took over Mandalay Bay's sales and marketing as part of the acquisition.

Harper said he is "extremely excited to have Reed in the building." He added, "We're taking this one customer at a time, looking at the target audience, who's a good fit with Mandalay Bay, and they (PGA Golf Exhibitions) are."

Harper said he had a good relationship with Reed during his tenure at MGM Grand, but most of the organizer's events were too large for that facility. "Not all their shows would make sense (at Mandalay Bay) either, but there's a number that do, and now we can engage in those conversations in a positive manner," Harper said.

McAvoy seconded this, noting that Reed would continue to select venues for its shows as it always has: based on the show profile, space and dates.

Harper said Mandalay Bay is also in talks with VNU Expositions, another organizer of several large Las Vegas shows, and Questex Media. In addition, he and his team have signed several multiyear contracts with existing clients and locked in some new shows. "We've had five of the top six booking months in the history of the hotel," he said.

This year's Sept. 28–30 PGA Fall Expo at the Las Vegas Convention Center featured about 300 exhibitors occupying 50,000 net sq. ft. of exhibits. Several said the exhibition has grown by 9 percent since the show moved to Las Vegas in 1995. That year and the following year, it took place at the Sands Expo & Convention Center. In 1997, it moved to the LVCC. The next year, Reed acquired the PGA Fall Expo, and its TSW 200-ranked counterpart in Orlando, the PGA Merchandise Show. The 1999 fall show was the first under Reed management.

Several declined to give attendance figures for the show — which will be one of many to undergo an Exhibit Surveys audit as part of Reed's pilot program to audit most of its shows — and PGA Golf Exhibitions does not report statistics to TSW research. However, he said size had nothing to do with the change in venue.

Several pointed to Mandalay Bay's proximity to the Bali Hai Golf Club, combined with a large, varied package of hotel rooms offered by MGM Mirage, as reasons for the move. He said that PGA show attendees need a top-notch golf course nearby, where they can network and try out the latest gear.

"We're looking to build a sense of community around the show, and the ability to have everyone in one place really helps that," he said.