The Power of Five Is Just Not Enough to Save FMI

The Power of Five looks like it has a staying power of four.

That is, the five food shows that collocated at Chicago's McCormick Place for the last three years might part ways after their fourth run in 2007.

Just hours before the shows' May 7 opening, the Food Marketing Institute told managers of the four other shows that it was considering switching The FMI Show to a biennial format and rotating to different cities, possibly Las Vegas or Dallas.

The news came as a harsh blow to the four partner groups, said Chris Nemchek, Natl. Assn. for the Specialty Food Trade vice president of exhibition management. "I, probably like a lot of people, was disappointed in their methods of communication," he said, adding that there was a "general feeling that it was mishandled" by FMI.

However, Nemchek added, "I commend them for taking control of their own destiny."

The FMI board's Long Range Planning Committee recommended the changes, which the board must still consider in October. The plan calls for the 2008 event to feature an expanded education forum, but no tradeshow. Then in 2009, its exhibition would take place.

"FMI's board will give keen consideration to the proposal of our Long Range Planning Committee, which has spent the last year developing this new approach to meet the needs of FMI members in the future," said Jeff Noddle, FMI board chairman.

The four other collocated shows are the Spring/Midwest Intl. Fancy Food & Confection Show, organized by the NASFT; All Things Organic Conference & Trade Show by Diversified Business Communications; United Produce Expo & Conference by the United Fresh Fruit & Vegetable Assn.; and U.S. Food Export Showcase by Convention Management Group.

The Power of Five, formerly known as the Supermarket Industry Convention & Educational Exposition, ranked No. 40 on the 2006 Tradeshow Week 200 for its 2005 occurrence. Its 2004 show ranked No. 32.

According to FMI, the May 7–9 combined shows featured 2,000 exhibitors and attracted 35,000 attendees.

Chicago may not be left empty-handed. According to Tim Roby, president of the Chicago Convention & Tourism Bureau, the city is "in active negotiations with the four other collocators, which match FMI's exhibit sales, and from all indications, it looks as if they will remain in Chicago, regardless of what FMI decides."

Roby added, "The CCTB does support FMI and will continue to work with them in a strategic manner to welcome them back to Chicago in the future."

Nemchek said FMI representatives mentioned Las Vegas, Dallas and Chicago as possible future locations. FMI representatives wouldn't comment on the cities under consideration.

Although Chicago was mentioned as a possibility, Nemchek said he doubted FMI would return.

"Chicago is still a great convention city. Chicago still delivers visitors," he said. On the other hand, "it's no secret that Chicago is one of the more expensive cities to produce shows in. It's no secret that their unions are more powerful than in other cities."

Nemchek said the NASFT winter, spring and summer shows would continue in San Francisco, Chicago and New York, respectively. He said he is maintaining an open mind about partnerships and future shows.

"We're going to keep all of our options open," he said. "We may look to partner with someone else."

Managers of the other three shows did not return calls for comment.

The loss comes at a bad time for Chicago, which in recent months has been portrayed as losing its convention-industry edge.

There have been several top-management changes at the CCTB in recent months. New president Roby started in April, replacing Chris Bowers, who returned to the private sector. This month, Donna Shaw was named its vice president of marketing, replacing Bill Utter, who left the bureau for broader tourism opportunities.

The national press in recent weeks noted that the city had moved from second to third place in the number of TSW 200-ranked shows it hosts, behind Las Vegas and Orlando. Chicago had been in the No. 2 spot since the mid-1990s when it lost its No. 1 ranking to Las Vegas.

Looking ahead, CCTB spokeswoman Meghan Risch said, "The morale is definitely better. We're getting back to the good ol' days." Roby, she added, "is a great cheerleader for the team."

Meanwhile, executives in Dallas and Las Vegas are thrilled that FMI might be looking their way.

Dallas Convention & Visitors Bureau President and CEO Phillip Jones said the bureau has been talking with FMI "off and on for quite some time" about the possibility of its show returning there.

According to FMI, the show took place in Dallas from 1977 to 1981 and then moved to Chicago.

"It would be an honor" to host the group, said Jones. "We're waiting to hear back from them."

Richard Harper, vice president of sales and marketing for Mandalay Bay Resort & Casino in Las Vegas, said FMI has not yet contacted his group.

Nevertheless, he said, "we would welcome them with open arms. We're a big fan of bringing new customers into Las Vegas."

On its show Web site, FMI is marketing its 2007 show as The New FMI Show + Marketechnics. Marketechnics, formerly a separate show, this year took place Jan. 30–Feb. 1 in San Diego with 200 exhibits covering 230,000 sq. ft.

According to TSW research, FMI has dates booked at McCormick Place through 2010.