Readers Speak: Does Religion Matter?

Gary Tufel -- Tradeshow Week, 1/30/2006

Are tradeshows for faith-based organizations the same as those in any other industry? You'd think the logistics and business aspects would be the same, but are planners treated any differently? Do they have special concerns? And are religious events a growth industry?

Contributing Editor Gary Tufel asked some show managers in the business of religion.

Question: What difference, if any, has the increased emphasis on religion in this country in the past several years made to your show? Has it made a difference in marketing the show?

"We are seeing growth on the church side of things, but it has not increased attendance to the NACC. We are forecasting a larger turnout in our 2006 convention this summer due to a super program and Midwestern location.

"We are always looking for ways to market the event better. We will likely begin to reach out with technology this year — Internet streaming, improvements to our Web site, etc."

Larry Collins, Managing director, North American Christian Convention

"I don't believe that our conventions have been affected positively by the general state. We have experienced a small decline in attendance, because of churches having money problems and not being able to sponsor their musicians to attend. The exhibitor response has remained essentially the same, though larger companies now sometimes buy fewer booths because of the decline in attendance."

Nancy Bannister, Exhibit manager, Natl. Assn. of Pastoral Musicians Natl. Convention West

"Some past events in this country and around the world have temporarily forced many to re-evaluate their pursuits for meaning and purpose in life. Those conventions or shows that represent spiritual or faith-based groups benefited; it is as simple as that. I know we didn't change our message or approach in a marketing sense. Rather, people changed. They started listening, many for the first time.

"It isn't some cleverly crafted marketing program, but rather a change of individual hearts that has resulted in renewed interest. When more tune in, the trickle-down will result in increased revenues, to increased purchasing power with vendors who take notice and begin looking for new marketing channels."

Dave Keith, Vice president, operations, Natl. Religious Broadcasters, NRB Convention & Exposition

"Our attendees are professional fundraisers who serve religious institutions. They do not come to our conference specifically for a religious experience. However, the emphasis on religion, perhaps, has birthed new faith-based schools and service agencies. We do see a significant number of new groups coming to our conference each year.

"About 15 percent of our exhibitors in the past few years have been new companies who want to either develop a religious niche in their own organizations or who are interested in exploring the faith-based/religious market. Since we always marketed our conference in its religious context, that aspect of our marketing has not changed."

Sister Georgette Lehmuth, President and CEO, Natl. Catholic Development Conference

"The emphasis on religion has had no effect on the attendance or the way the shows are marketed. Organizations are always striving to increase attendance. We do the same with regard to selling space."

Barry Sacks, Exhibit manager, Corcoran Expositions, United Jewish Communities General Assembly

Q: Do CVBs, convention centers or suppliers treat you any differently than they do other event planners?

"Most of the cities we talk to understand the tight economics that must be there for religious groups to be successful. Attendees look closely at the total cost of room, room tax and parking in making decisions. I am not aware of any differences in how other non-religious event planners are treated."

Collins

"Yes, sometimes there is a deferential tone in a phone conversation, or a certain hesitancy to negotiate, from a hotel person. But clearly the personalities of the folks in this work are responsive and universal, and I find myself easily making friends in every city. Rarely does our church affiliation limit our planning possibilities, and occasionally our religious presence helps open doors for us."

Bannister

"I don't believe so, but then again I can only view this from one perspective. Would a vendor think twice about taking advantage of our association, compared to a non-religious group? It would be nice if that were the case.

"To be honest, I am more concerned over our being fair and reasonable with suppliers than whether they are always doing the same. That doesn't mean we don't pursue and expect equitable arrangements. However, we are very sensitive that negotiations never go so far as to be heavily in our favor only, winning the deal but losing something else far more valuable."

Keith

"In the past few years I have noticed a better understanding of the requirements for such things as worship space and needs.

"Other vendors make a real effort to assign staff to our account who may, for example, be Catholic, or someone highly engaged in their own faith community who might better understand our needs and, if you will, speak our language."

Lehmuth

"The vendors treat these shows the same way they treat other shows. They want the business."

Sacks

Question: Can you name three cities that, in your view, are particularly hospitable to religion-oriented tradeshows?

"Louisville, Orlando and Cincinnati."

Collins

"Cincinnati, Indianapolis and Milwaukee."

Bannister

"We are not involved with city selection for the religious shows we manage, but cities want these conventions brought to their towns for the additional revenues the shows bring."

Sacks