Mountain States: Not Just Vegas, Baby!

Staff -- Tradeshow Week, 2/19/2007

The city's motto may be, "What happens in Vegas, Stays in Vegas," but the word is out. What's happening in Las Vegas is luring people back for more, and they're bringing a few friends with them. As the No. 1 tradeshow city in the country, Las Vegas continues to attract more shows than any other — among them, year in and year out, the largest held annually in the United States, Intl. CES, and last year's overall biggest show period, CONEXPO-CON/AGG.

But don't be blinded by Sin City's bright lights. Other places in the Rocky Mountains also have plenty of exciting peaks to offer the events industry.

Tradeshow Week Senior Assistant Editor of Directories Jillian Dauer looks at what's on top in the region.

2007 projections

Numbers reported to TSW research indicate that shows taking place throughout the mountain states this year will occupy a total of 80.4 million net square feet, with 230,351 exhibiting companies and 5.6 million attendees.
When shows in Las Vegas are eliminated from the mix, the region will attract more than 2.5 million attendees to 50,822 exhibitors spanning 22.5 million net sq. ft.
This region holds nearly a 13-percent share of the U.S. market, when measured by total net square footage. In terms of number of exhibitors, the market share is 14 percent and, in terms of attendance, 7 percent.
Without Las Vegas, these percentages drop to a 3.5-percent share of the market in terms of net square footage, 3.2 percent in exhibitors and 3 percent in attendance.
The average booth will occupy 349 sq. ft.
The region will host five more shows in 2007 than it did in 2006, for a total of 437.
The average mountain states tradeshow will draw 11,983 professionals to 579 exhibiting companies across 190,491 net sq. ft.
At the average public show, 250 exhibitors will showcase their products to 29,125 consumers over 171,944 net sq. ft.
More than 4,744 visitors will view the booths of 301 exhibiting companies spread across an 89,256 net sq. ft. showfloor at the average combination trade-public show.

Top industries

Thanks to shows such as RJ Promotions' Colorado Springs Home Remodeling & Log Cabin Show and the Hearth, Patio & Barbecue Expo, headed to Reno, Nev., this year, home furnishings and interior design is the most prominent industry to hold events in the mountain region, with 35.
A close second, with 32 shows, is the apparel sector. This category encompasses events like Denver Merchandise Mart's 5-times-per-year Denver Apparel & Accessory Market.
Medical and health care shows round out the top three most popular categories with 27 events occurring in the region this year.

Top organizers

Kicking off the New Year with a new name, Nielsen Business Media (formerly VNU Expositions) takes the crown for having the most shows in the mountain states this year. The summer and winter installments of Outdoor Retailer in Salt Lake City are just two of the 13 shows the company will manage in the region. (Ten Nielsen shows are in Las Vegas.)
Spectra Productions comes in second in terms of the total number of events it will manage in the mountain states with 11, all in Idaho.
Reed Exhibitions and Bridal Festivals will run nine shows each. All of Reed Exhibitions' shows will be in Las Vegas. Bridal Festivals' shows take place throughout Colorado.

Sharing the love

February may be the shortest month of the year, but that's not preventing show managers from planning the most events in the region during that month. However, it has to share the title of most popular booking month with March, as each will host 62 shows. Thus, it's no surprise that 40 percent of the region's events are scheduled to take place in the first quarter of the year.

Top of the heap

Clearly the winner here is Las Vegas, which is in a league of its own. But with Vegas out of the running, Denver becomes king of the mountain with 84 shows.
Behind the Mile High City is the Biggest Little City in the World. Reno, Nev., will host 24 shows this year, including Tradeshow Week 200 winners Safari Club Intl. — Annual Hunters' Convention and Hearth, Patio & Barbecue Expo.

More than one winner

Las Vegas may be the hostess with the mostest, but plenty of other mountain cities are planting their flags at the summit. Denver, Reno and Salt Lake City all boast at least one Tradeshow Week 200 show. So go ahead and gamble on the whole region.

Largest Tradeshows — All in Las Vegas (2005)

Show (TSW 200 Rank)	Size (net sq. ft.)
CONEXPO-CON/AGG (1)	1,838,831
Intl. CES (2)	1,538,733
SEMA Show (4)	1,083,804
The WSA Show (World Shoes & Accessories) (Aug) (5)	1,062,358
The WSA Show (World Shoes & Accessories) (Feb) (6)	964,533
MAGIC Marketplace (MAGIC/WWDMAGIC/MAGIC kids/Sourcing at MAGIC) (Aug) (7)	946,122
MAGIC Marketplace (MAGIC/WWDMAGIC/MAGIC kids/Sourcing at MAGIC) (Feb) (10)	897,044
ICSC Spring Convention, Leasing Mall & Trade Expo (Intl. Council of Shopping Centers) (12)	850,000
NAB2005 (Natl. Assn. of Broadcasters) (13)	822,000
ASD/AMD Trade Show — Las Vegas in conjunction with ASD/AMD's Las Vegas Gift Expo and the ASD/AMD Jewelry Show at the Mirage (Aug) (15)	756,735
Source: 2006 TSW 200 CC=convention center

Las Vegas Vs. Rest of the Region (Projected for 2007)

	Totals (Las Vegas)	Totals (Non-Las Vegas)	Averages (LV)	Averages (Non-LV)
Net sq. ft.	50,814,205	22,548,620	209,112	116,230
Exibiting firms	158,411	50,822	652	262
Attendees	3,070,498	2,503,247	12,636	12,903
Source: TSW research

Tradeshow Week regularly focuses on specific regions of the United States, examining issues of interest to the industry in those areas. In this issue, we examine the mountain states, which include: