Attendees Show Up
Decline in attendance growth stabilizes after three straight quarters
By Brianna Deane -- Tradeshow Week, 10/23/2006
Late summer was kinder to the tradeshow industry than previous seasons, as a decline in the rate of attendance growth that began with the third quarter of 2005 finally came to an end.
Tradeshow Week's third-quarter report on show performance found that attendance levels were up slightly (0.3 percent), an improvement over declines in the previous three quarters. However, the overall net square footage was down marginally (0.2 percent) and the number of exhibiting companies showed a decrease of 2.6 percent.
Despite the lackluster outlook for tradeshow attendance over the previous year, several third-quarter shows tracked in this report experienced double-digit increases. The health care sector in particular was successful, boasting a 10.4-percent growth in attendance, boosted by several shows that each experienced attendance growth of more than 20 percent. The AACC/ASCLS Annual Meetings & Clinical Lab Expo showed a 20.4-percent increase in attendance; the Natl. Medical Assn. Annual Convention & Scientific Assembly, a 25-percent increase. The largest increase in attendance (42.9 percent) was reported by the ASHE Annual Conference & Technical Exhibition.
Other shows that did especially well were SuperZoo and the Design Automation Conference, which enjoyed 20.3-percent and 26.8-percent growth in attendance, respectively.
However, not every third-quarter show did as well in the attendance category. The APS Stampshow and the Stanley Atlantic City Intl. Western/English Market both experienced declines in their attendance numbers. The largest decrease was experienced by the Fly-Fishing Retailer World Trade Expo, which had a 36.2-percent drop in professional attendance, followed by the Boston Gift Show with a 28.9- percent decrease.
"Our September gift show is very different from our other shows," said Lynn White, group show manager for the Boston Gift Show. "The attendees at our March show just aren't interested in the products that are at the summer show. I also found that attendees were more cautious this year because of the economic climate on the East coast. There was just a slower start to summer season."
Doug Poindexter, executive vice president of SuperZoo, explained that the increase in professional attendance at his show was a result of a few new tactics he implemented. They included designating a sole staff member to oversee attendance registration and attendance outreach. He said this personal touch from the show's staff was the clincher in making it such a success.
"Instead of the regular e-mails and postcards, each person got a call informing them of the show's date and the new improvements that we had made over last year," he said.
In addition to the phone calls, the show used a personalized matching system to connect exhibitors with attendees based on their specified interests and needs. BDMetrics, an attendee relationship management company, helped SuperZoo create the program that matched attendees' interests to corresponding exhibitors. Hence, MySuperZoo was born. It allowed attendees to access a show itinerary with a tailored list of the companies they were interested in visiting.
This year's SuperZoo surpassed expectations and Poindexter plans to use the BDMetrics system, along with the personalized phone calls and attention, well into the future.
The show occupied 93,056 sq. ft. of exhibit space, compared with 88,952 sq. ft. last year. It attracted 545 exhibiting companies and 7,966 attendees this year, compared with 507 exhibitors and 6,621 attendees last year. Poindexter expects his show to keep growing and plans on remaining in Las Vegas for years to come.
Another show that did well in the attendance category was the Design Automation Conference. This granddaddy of the electronic design automation industry is in its 43rd year and, according to statistics, shows no sign of slowing down. The show grew in two of the three measurements that TSW tracks. In addition to the dramatic increase in attendance (26.8 percent), the number of exhibiting companies went up 3.8 percent and the net square footage was down only slightly, by 1.9 percent.
For Lee Wood, exhibit manager, there is a simple explanation: location. "This was our first year back in Northern California since 1998," Wood said. "Currently, the Silicon Valley region is home to nearly 40 to 50 percent of our U.S. market. This area is much more conducive to drawing the crowds we wanted. It's where our core audience resides."
Last year, the show was held at the Anaheim Convention Center; next year it will be at the San Diego Convention Center.
"We do expect to see a decline in attendance (when it returns to Southern California next year), but it will be almost completely in exhibit-only attendees," Wood said. "Our conference attendees are on a steady growth pattern, and we don't expect to see a decrease in power buyers."
Still, Wood considers going to San Diego a smart move.
"Southern California is an important market for the Design Automation Conference," he said, "due to the high concentration of telecommunication and military-aerospace companies. This is our largest local market after the Bay Area."
Closer to the heart of the tradeshow industry was the annual TS2, Where Trade Shows and Corporate Events Begin, held at McCormick Place in Chicago. This year's TS2 was one of the most successful ever, with attendance up 11.3 percent, exhibiting companies up 13.9 percent and net square footage 12.3 percent compared with 2005.
"We are thrilled with the show this year. Our numbers across the board are up, and the feedback has been terrific from both attendees and exhibitors," said Steve Greenspan, executive director of TS2. "We are proud that TS2 has become known as the industry event, where partnerships and collocations with show organizers and industry organizations are commonplace."
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