Attendance Booms at Consumer Shows in 2006

Following two years of low numbers, visitors returned to public shows

By Jillian Dauer -- Tradeshow Week, 3/5/2007

It would appear that the public show attendee is back — with a vengeance. After two years of declines, attendance skyrocketed almost 16 percent in 2006, according to Tradeshow Week's annual report of consumer show statistics.

In 2005, attendance was still down slightly, 0.7 percent, after a drop of 4.3 percent in 2004. Net square footage continued to rise last year, almost 8 percent, after 2005 saw a bigger increase, of 13 percent. Exhibiting companies remained stable at best, experiencing growth of a mere 1 percent compared with 5.6 percent in 2005.

The four Wizard World events, held in Arlington, Texas, Chicago, Los Angeles and Philadelphia all caught the attention of more visitors in 2006.

Marketing Director John Ko attributed this to the Hollywood craze following the super hero genre. He said it started with Michael Keaton's "Batman," but experienced resurgence with movies such as "Spider-Man" and "Superman Returns," as well as TV series such as NBC's "Heroes" and the SciFi channel's "Battlestar Galactica."

"More shows are popping up everywhere," Ko added. The next Wizard World, which focuses on comic books, entertainment and pop culture, will take place March 16–18 at the Los Angeles Convention Center.

PCM Expo, producer of eight sewing, quilting and embroidery shows, launched three new events last year in San Rafael, Calif., Omaha, Neb., and Saratoga Springs, N.Y.

"We try really hard not to go to the same places as everyone else," said Vice President Vickie Hundert, who hopes to add a ninth show in 2008.

In an effort to attract attendees, Hundert gets local craft stores involved by personally distributing coupons for $1 off the admission price.

"The stores prefer us coming in person, rather than sending them in the mail," she said. Hundert also gives store managers complimentary passes to the show. In addition to garnering support from local businesses, she executes a direct mail campaign with postcards and brochures, as well as advertises in magazines. One month before the show, she e-mails weekly newsletters promoting the show.

"It makes a big difference," Hundert said.

Ko said when Wizard World hits a market, it hits it big time.

"We let people know we'll be there," he said.

The show's Web site and advertisements in the company's four magazines within the genre attack core fans. A robust media buy that includes radio, print and television hits the general public.

But advertising isn't the only key factor in driving attendance. Hundert also stressed the importance of adding new elements to the show, especially because 85 percent of her shows' attendees come back every year.

"I'm always trying to get new exhibitors, because the public does not want to see the same ones year after year," she said.

Entertainment value also has an impact on attendees.

Hundert's events offer attendees the opportunity to make it and take it. A booth will charge $3 to $7 for a visitor to sit down and create a craft she (it's a predominantly female audience) can take home.

"It gets a captive audience, and they can see how to do it," Hundert said.

At Runner Productions' Golf Expo Canada, attendees can get instruction too.

"It gives people an opportunity to hit the balls," President Hank Hartloper said. "People can try out the equipment and buy it, if they like it, right there."

Of the 125,000 golfers in Manitoba, Hartloper said only 25 percent are considered serious golfers, meaning they travel around and play at various courses. They are the ones making most of the purchases at the show. Sixty percent of his attendees are repeat visitors.

While Hundert used the do-it-yourself approach, Hartloper employed the services of a marketing director to attract consumers. It was worth it. Not only were the show's nine or so activities sponsored by companies that had never participated before, but attendance also increased 40 percent.

However, he also thinks that the success of consumer shows has something to do with people having more time and money to spend.

"Baby boomers are of a certain age, with more disposable income and more time to investigate," he said.