Nonprofits Lag Behind For-profits

By Michael Hart -- Tradeshow Week, 1/15/2007

The average show manager got a 3-percent raise last year, and can expect even less of a boost in 2007, about 2.8 percent.

In 2006, show managers working for nonprofit associations made an average $65,138. Those running shows in the for-profit arena did a little bit better, $68,475. Those who work for business-to-business media companies that have properties in addition to events did best of all, averaging $72,917 before benefits and incentives were added.

That was the consensus of the 116 show producers who responded to Tradeshow Week's 2006 Show Management Salary Survey.

Some show managers contacted by TSW said their colleagues must be getting breaks on their labor costs, given the ongoing growth of the tradeshow business, the dearth of qualified event professionals and the overall health of the U.S. economy.

"Our organization did 4-percent (salary increases) this year," said Jason McGraw, senior vice president of expositions for the Intl. Communications Industries Assn. and manager of InfoComm Intl.

"I'd say we would be more in the 4- to 5-percent range," said Donella Evoniuk, senior director of conference services for the Intl. Society for Technology in Education, which produces a number of events in the educational technology sector. "Our association tries hard to keep up with the cost of living."

McGraw pointed out that there has been a certain amount of wage inflation in the past year, both in Washington, D.C., where his association is based, and in the tradeshow industry itself.

"Look at the number of job listings on association Web sites," he said. "They all have multiple job openings.

As in previous TSW salary surveys, it appeared this year as if the show managers who have been around the longest and run the biggest shows were winners when it came to compensation.

For instance, according to the survey, show managers with a limited five years of experience could count on an average annual salary of $53,037, while managers with 20 years of experience under their belts could command annual salaries of $100,625.

Likewise, managers of shows with more than 200,000 net square feet of exhibit space earned an average $77,710, while those who run shows with 200,000 net sq. ft. or less made an average $61,946. Attracting more than 500 exhibitors to a show will get you $77,877; 500 or fewer exhibitors, $61,885. Managers of shows with attendance topping 10,000 earned $75,002, while those who run smaller shows got $62,946.

Examined from the perspective of industries served, the highest paid show managers were those in the apparel ($107,750) sector. Of course, many of the biggest tradeshows in this area are run by for-profit producers, which typically pay managers more than associations.

Average salary increase for show managers in 2006 3.1%

Average anticipated salary increase in 2007 2.8%