Readers Speak: Succeeding in the Big Pond
Gary Tufel -- Tradeshow Week, 5/14/2007
Las Vegas is the most competitive tradeshow market in the United States and probably, for that matter, in the world. With as many major exhibition industry players as the city has, it's hard to imagine some of the smaller ones don't get lost in the shuffle. What are the challenges for a smaller company in such a gigantic market? Tradeshow Week Contributing Editor Gary Tufel asked some of them about their formulas for success.
"With so many players in such a small town, there is a lot of pressure to stay on top of your game. The only way to succeed is to be available, accountable and, above all, resourceful. It's definitely a town where it's not only what you know, but who you know.
"There is a transient nature to people in Las Vegas that forces newcomers to prove they have the tenacity to keep up. And with more and more shows coming to Las Vegas every day, our summertime lull has become nearly non-existent.
"My personal recipe for success: Stay connected to the local market through trade associations and showfloor visibility, take good care of customers and their exhibitors whenever possible and always answer the phone with a smile."
Rebecca Thompson, Account manager, Display Supply & Lighting
"I think that the key in standing out from your competition in such a highly competitive tradeshow city as Las Vegas is quality and customer service. With so many business opportunities, in many cases I see people focusing on the dollars and not the person behind them.
"People take on too much and forget what's important: doing a great job. It's the clients who mean the most and, if you take good care of someone the way they should be taken care of, you'll have the repeat business.
"My formula for success is, 'Be prepared, always think ahead, do the best you can and, of course, be patient and never lose your sense of humor.'"
Alison K. Wainwright, President and founder, Las Vegas Mannequins
"Las Vegas is the venue for the largest and the most diversified tradeshows in the United States. Success in this market requires, first and foremost, customer satisfaction."
Debbi Somers, Owner and CEO, Somers Convention Furniture Rental
"I have been securing rooms and space for meetings, tradeshows and events in Las Vegas for over 27 years. The challenges are securing them long enough to present to clients, who may be overseas and need time to review and decide.
"Revenue management and many customers looking for space do not allow hotels to hold rates for more than about a week without having to issue a contract. And hotels push for nightly, versus cumulative, attrition on room blocks.
"Although a group may have history, individual attendees may come for fewer nights than previously or combine more than one event in their travel schedules, so the show manager is charged for one night that may have less occupancy even though other nights may be over the contracted block.
"I negotiate the best terms and conditions for each client. This may mean discouraging them from booking a hotel with no flexibility in holding the rate or negotiating attrition terms. In some cases, for nightly attrition, I suggest the client under-book on a conservative basis to avoid these charges after the event."
Gail Knowles, General manager, RHQ Housing Services
"I think that business in a city like Las Vegas has the same challenges as everywhere else. The competition is huge, but opportunities are amazing too.
"Success equals knowledge, dedication and communication. And when you really love what you're doing, it helps a lot, as does a good team."
Elena Nekrassova, Owner, Novelty Entertainment
