More New Wrinkles for TS² 2006

Steve Greenspan isn't satisfied — even if TS² 2005 had 60 percent more verified attendees than the 2004 version, and he sold 14 percent more exhibit space.

TS² 2006 will have a new feel, insisted Greenspan, Natl. Trade Productions executive director of business development.

The 2005 show drew 2,345 verified attendees, featured more than 280 exhibiting companies and spanned 42,000 net square feet. This year's show, scheduled July 25–27 at Chicago's McCormick Place, is expected to grow even more. Registrations are coming in ahead of last year, both for the conference and tradeshow.

Greenspan said this year's event has two significant additions: the Premiere Zone, where new products for exhibitors will be emphasized, and the IN Zone, a lounge and networking area on the showfloor that will feature examples of traffic builders and enhancements such as a golf simulator, corporate logo pinball machines, a massage station and oxygen bar.

TS² has re-packaged its new products area as the Premiere Zone because, Greenspan said, most attendees come to see what's new on the market, and most shows don't pay enough attention to that.

"We wanted to make our new products area more interactive and more experiential," he said, "so we've given it more pre-show promotion and at-show attention, including a video loop shown on the showfloor featuring the exhibitors' products and the creation of an award for the best new product. We've made it more of a red-carpet, featured event."

The goal, Greenspan said, is to impress upon corporate America that face-to-face events can "move the needle on their investments."

Another goal, and one that should make the show more attractive to attendees, is to give TS² a more central role in the exhibitions industry. Consequently, a number of other industry organizations are holding meetings in conjunction with TS²:

• the Major American Trade Show Organizers,
• Exhibit Designers and Producers Assn. board of directors,
• Exhibitor Appointed Contractor Assn.,
• Exhibition and Event Industry Audit Commission, and
• Intl. CES exhibitor advisory council.

Two others will hold special events to coincide with TS²:

• the Intl. Assn. for Exhibition Management's Midwest chapter is hosting a Bring an Exhibitor to Lunch, and
• the Exhibition Services & Contractors Assn. is offering behind-the-scenes tours of the show.

"A lot depends on these synergies and partnerships," Greenspan said.