Innovative Shows: What Keeps Them Coming
Gary Tufel -- Tradeshow Week, 6/25/2007
Is there anything new under the consumer show sun? The answer is yes. New shows launch all the time. Meanwhile, well-established, long-running public shows can't rest on their laurels: They constantly seek ways to maintain their success by broadening their appeal. Contributing Editor Gary Tufel, with the help of the Natl. Assn. of Consumer Shows, has profiled some public shows — both new and old — that have come up with fresh ideas to keep attendees coming back.
• St. Paul Ice Fishing Show
Where: St. Paul RiverCentre, St. Paul, Minn.
When: Dec.1–3, 2006; Nov. 20–Dec. 2, 2007
Show owner: AGI Events
Who exhibits: Distributors and manufacturers of ice fishing accessories, featuring ice fishing technology and the latest trends in ice fishing houses, as well as resorts, lodges and guide services
Who attends: Ice fishing enthusiasts, predominantly males 18 to 54. Consumers from a five-state area attend.
2006 show statistics: 105,000 net sq. ft.; 125 exhibiting firms; 15,768 attendees
First year of show: 1992
New this year: A simulated ice fishing pond with underwater cameras so anglers can watch on a large screen as they try to make the catch of the day. A significant portion of the ice fishing pond proceeds went to the Make-A-Wish Foundation.
The bottom line: To keep the show fresh, show management constantly seeks new exhibitors with innovative products and services, which it feels really drive the show, and tries to incorporate new seminar topics and speakers, entertainment and features. Future possibilities include an ice auger contest, scavenger hunt and ice-fishing Santa that kids can have their pictures taken with. The simulated ice fishing pond will be back, but with the newest underwater camera technology.
• Indiana Flower & Patio Show
Where: Indiana State Fairgrounds, West Pavilion & Expo Hall, Indianapolis
When: March 10–18, 2007; March 8–16, 2008
Show owner: HSI Show Productions
Who exhibits: Companies specializing in the improvement of outdoor living spaces, such as landscape architects and contractors
Who attends: Those looking to have garden and patio work done, and those who are just curious
2007 show statistics: 247,000 net sq. ft.; 438 exhibiting firms; 110,000 attendees
First year of show: 1958
New this year: A bridal show on the last day of the event, better known as Super Bride Sunday, and the Indiana Flower & Patio Show — After Dark, a party that highlighted landscape lighting, candles and other use of light and fire in each of the show's 33 gardens.
The bottom line: The show features more than 46,000 sq. ft. of landscaped garden spaces, ranging from 400 sq. ft. to more than 5,000 sq. ft. Show management said expansion is tough in the show's facility since it's maxed out its capacity, but it plans to add new events and activities each night of next year's show to increase foot traffic.
• Wisconsin Deer & Turkey Expo
Where: Alliant Energy Center, Madison, Wis.
When: March 31–April 2, 2007; April 4–6, 2008
Show owner: Target Communications
Who exhibits: Manufacturers of hunting equipment and accessories, principally for deer and turkey hunting but all game in general; guides and outfitters from North America and southern Africa; forestry and game habitat managers; all-terrain vehicle and ATV accessory manufacturers and dealers
Who attends: Hunters — and those who love them — from 26 states, mainly Wisconsin, Illinois, Iowa, Minnesota, Michigan and Indiana
2007 show statistics: 54,500 net sq. ft.; 397 exhibiting companies; 28,000 attendees
First year of show: 1985
New this year: Food Plot, a seminar and demonstration area for turkey development and management, which helped sell several booth spaces and had strong appeal to a significant share of attendees, and the World's Almost-Largest Treestand, a multi-purpose viewing platform on the exhibit floor, created as a focal point to promote treestand safety.
The bottom line: Management said the 2008 outlook for the show, which also will have 55 seminars on a dozen topics and a wide variety of hunting attractions, activities, contests and displays, is excellent. This year's showfloor sold out and there's an exhibitor waiting list; attendance should equal 2007 or exceed it in 2008.
• Las Vegas Family and Kids Expo
Where: Cashman Center, Las Vegas
When: May 26–27, 2007
Show owner: American Marketing Solutions
Who exhibits: Providers of products, resources and services for working parents and families, including art schools, photo studios, summer camps, resorts, law firms specializing in family trusts, and banks. In addition, show management provided 20 free booths to community and nonprofit family organizations
Who attends: Families from the Las Vegas metropolitan area
2007 show statistics: 50,000 net. sq. ft., 130 exhibiting firms, 6,328 attendees
First year of show: 2007
New this year: Continuous entertainment for the family including clowns, magicians, performers, karate demonstrations, 22 carnival game booths, a petting zoo, pony rides and a live band outdoors with a barbecue and other carnival food vendors.
The bottom line: Show management had a hard time getting sponsors for a launch, but says that next year it'll be easier, based on the first show's success. It will add more rides for children, and book bigger talent names, thanks to a larger show budget.
