After the Hurricanes: Disasters Take Their Toll

To say the least, the last six months have been challenging for the Southeastern United States. Still, as displaced shows scheduled for the Gulf Coast looked for new homes in the aftermath of Hurricane Katrina, many found them elsewhere in the region. New Orleans' loss was the gain of robust tradeshow cities like Atlanta and Orlando.

Nevertheless, more than 70 shows scheduled in New Orleans and surrounding areas this year have either been canceled or moved out of the region entirely.

Tradeshow Week Show Directories Manager Dana Myers measured the devastating impact recent natural disasters have had on the Southeastern tradeshow industry.

• While the U.S. tradeshow industry is projected to see a 2.3-percent increase in the number of shows over 2005, the Southeast will suffer a year-over-year decrease of 12.3 percent.
• Expositions in the region will attract about 6.5 million attendees and showcase more than 200,000 exhibiting companies using 91 million net square feet of exhibit space, giving it a 16.3-percent share of the U.S. exhibit space market. This is down from pre-Katrina levels, which projected the region would house 97 million net sq. ft. of exhibit space and hold a 17.5-percent market share.
• The average tradeshow in the Southeast is expected to encompass 124,294 net sq. ft. of exhibit space, feature 325 exhibiting companies and attract 5,598 attendees.
• The average consumer show is projected to use 167,425 net sq. ft., host 238 exhibiting companies and draw 30,187 attendees. Surprisingly, consumer shows in the region are projected to see a 1.5 percent increase in the number of shows over 2005.
• The average combination (trade and public) show is forecast to be 108,044 net sq. ft., with 247 exhibiting companies and 12,706 attendees.
• Tradeshows will make up 58 percent of all events held in the Southeast in 2006. Combination shows will make up 25 percent, followed by consumer shows, with 17 percent.
• The top two leading industry sectors for the Southeast mirror those projected in the TSW Data Book for the entire North American market. With 72 shows, medical and health care leads the pack, followed not so closely by home furnishings and interior design with 42 shows.

The Southeast is home to two of North America's 10 busiest tradeshow cities. Atlanta is the region's busiest, followed by Orlando. Before the hurricanes, New Orleans was scheduled to host 79 events this year, giving it a No. 3 ranking in the region and No. 8 on the North American chart. Post-hurricane counts show only 28 shows will be held there in 2006, causing the city to drop down the list significantly. Nashville replaces New Orleans as a distant third, with 39 shows.

With both the Louisiana Superdome and the Ernest N. Morial Convention Center expected to be fully reopened this fall, New Orleans' recovery is well on its way. Just how long it will take for the city to reclaim its status as a top tradeshow destination is yet to be seen.