Managers: Don't Let Stacking Take You by Surprise

Probably the people most affected by the practice of stacking multiple events in a venue are the show managers themselves. So, we decided to ask them what they think of the practice.

While most said they'd had a show stacked at least once or twice, few would give details on negative experiences. However, they were liberal with advice from lessons learned as demonstrated by the following summary of responses.

Contributing are Christina Condos, group director of technology, travel and abilities events for Questex Media Group; Sharon Enright, general manager of Business Journals' tradeshow division; and Tony Lee, vice president of meetings and expositions for the Craft & Hobby Assn.

The worst to prepare for when your show is stacked with another (or others) isn't really all that bad:

• shortened move-in and move-out
• different contractors sharing the same hall
• working longer hours (even through the night)

Good communication is the key to avoiding surprises:

• It's "so important to build your relationship with the buildings you use, as well as contractors. Most will be only too happy to work with you and (sometimes) show you their books," said Lee.
• Condos echoed, "Cultivate a friendly relationship with the venue and stay on top of what is going on."

A little preparation can help it go smoothly:

• Ask for a clause in your contract requiring the venue to inform you if it brings in another event alongside yours.
• Find out what events surrounding hotels are hosting. They can affect your show and traffic too.
• Check your insurance carrier for shared liability.
• Stay open to the possibility that the collocated event and yours could help each other with cross-promotion and -attendance.

Why show managers think facilities stack:

• "It is sometimes the pressure on buildings to fill their dates and be a profit center. Oh, for the days when buildings were a loss leader and the cities were interested more in the extra traffic than making a profit from running the building." —Lee
• "Convention centers need to be full, and will sell space to almost anyone these days. The days of protection from this are really gone." —Condos

Parting advice, from organizers to facilities:

• "Let show managers know up front of the potential and/or definite plans to stack shows, so each organizer can make the appropriate decisions for their respective events." —Enright
• "Sometimes we show organizers hang onto a part of the building or add extra days, especially if they are free, just for the sake of it, and if approached correctly can be flexible." —Lee