On the Integrity of the TSW 200

Although Tradeshow Week's directories editors are still nearly two months away from delivering this year's TSW 200, they are currently up to their necks in preparations.

I continue to be pleasantly surprised by how much attention the TSW 200 attracts each year, particularly from mainstream news organizations in cities that are the sites of large shows. That is why one little behind-the-scenes drama has been the subject of some discussion here.

To the untrained observer, defining a TSW 200 show must seem pretty simple: Add up the net square footage for every show and put the biggest ones on the list. Yet every year, this seemingly simple exercise turns out to be a chance for us at TSW to remind ourselves exactly what a tradeshow is.

For instance, there are some massive events that are not on the list because they are really glorified consumer shows, offering access to everyone and anyone. Over the years, managers of these shows have made the case they are "really tradeshows." However, their qualification procedures indicate the contrary.

This year's internal discussion has to do with tradeshows that combine temporary exhibit booths with permanent exhibit space. That is the case with venues such as the Merchandise Mart in Chicago, the World Market Center in Las Vegas or the High Point Market in North Carolina. These are mammoth venues (or, as in the case of High Point, multiple venues) that rent space to tenants year in and year out and, a couple times a year, host temporary exhibitors in other parts of their buildings or cities.

To me, what qualifies as a tradeshow is pretty obvious. If you're only there for the few days a few times a year there's also a tradeshow, you're part of it. If you run a business on the premises that's open every day of the year, you're not.

However, this year the Merchandise Mart insisted that every single bit of space held by either a permanent or temporary exhibitor should be included in the total net square footage of its shows — or it would refuse to participate further in the TSW 200.

Last year, the Merchandise Mart had two shows in the top 200 (NeoCon World's Trade Fair at No. 121 and the July edition of the Chicago Gift & Home Market at No. 168). Naturally, adding the area devoted to permanent exhibits would boost the rankings of those shows, but — from our point of view — it wouldn't be telling the correct story of the largest shows held each year in the United States.

From time to time, we hear from readers who tell us the numbers represented by various shows are not correct. We always double-check our work and investigate anything that doesn't make sense, but ultimately we rely on people to tell the truth.

The fact that so much emphasis is put on inclusion in the TSW 200 and that it is considered a credible document tells us at least two things. First, we must be getting it right in the overwhelming number of cases. Second, it means something to a show manager to be included — which is all the more reason for us to be consistent in applying the criteria for inclusion.

Regrettably, even if Merchandise Mart's two shows were to qualify, they won't be included in this year's TSW 200 — by the show manager's own choice. At least now, however, you'll know why.