Readers Speak: Keeping Old Shows Fresh

Many associations, particularly those in industries that undergo constant change, find it challenging to keep their tradeshows relevant. New technologies and ideas keep them on their toes, looking for ways to serve members' evolving needs — and many have been at it for a very long time indeed. Contributing Editor Gary Tufel asked the managers of some of the oldest association shows how they keep their events up-to-date.

"We work with American Library Assn. staff to try to keep the exhibit hall fresh. By creating a couple of new pavilions every year focused on hot topics, new exhibitors join the show and older exhibitors bring more new products. This creates active and exciting areas on the exhibit floor that drives attendees to visit more of the floor."

Paul Graller, Vice president, Hall-Erickson, American Library Assn. Annual Conference & Exhibition, First year of show: 1876

"We are constantly doing research and incorporating new ideas to keep our tradeshow relevant to our members. We ask exhibitors and attendees what they like and don't like about the show and make appropriate improvements, and scout other dental meetings to see what is happening in their tradeshows."

Cindy Fletcher, Managing director for membership and meetings, Oregon Dental Assn., Oregon Dental Conference, First year of show: 1893

"Promotional Products Assn. Intl. is constantly changing and upgrading the show experience for our members. Our goal is to make at least one significant upgrade to the show each year, whether it is technology tools, networking events or information that will substantially improve the members' experience. We also make it a point to highlight every single product and service the association offers to our members while at The PPAI Expo to demonstrate the value of their membership in PPAI."

Darel Cook, Director of expositions and meetings, Promotional Products Assn. Intl., The PPAI Expo, First year of show: 1903

"IAAPA Attractions Expo is kept fresh by us listening to our attendees and exhibitors and constantly communicating with both groups to find out what they want to see and hear at our annual conference and expo. The association also works very closely with many member committees for input on new ideas and processes. In recent years, we've introduced a New Product Debut, the First-time Exhibitor Pavilion, industry- and/or issue-targeted education tracks, on-floor tradeshow tours, the latest online tradeshow planning tools and expanded networking events. Everything we implement is in response to our members' needs."

Diane F. Vidoni, Director of conference and tradeshow operations, Intl. Assn. of Amusement Parks and Attractions, IAAPA Attractions Expo, First year of show: 1918

"The Intl. Manufacturing Technology Show traces its roots to 1927, when it was a technical exposition almost in the form of a science fair. Today, show visitors still want to see what is new and what is coming in the future, so we introduced the Emerging Technology Center in 2004. Technologies that are on the horizon are featured via a multimedia presentation with guest speakers. In addition, front-end research is represented by partnering with universities and research laboratories on small exhibits that provide the industry with contacts in the academic and research communities. The Emerging Technology Center is now a highlight of IMTS."

Peter Eelman, Vice president of exhibitions, AMT — The Assn. for Manufacturing Technology, Intl. Manufacturing Technology Show, First year of show: 1927

"On the education side, we rely on several member advisory councils to direct and select the topics covered for each breakout session. We also survey attendees to compare speaker ratings, topic ratings and the like from year to year. The event is really shaped and created by our attendees.

"For the tradeshow, we're always open to trying new things. This year we attempted a success story case study area that seemed to generate new interest from attendees. We asked vendors to bring along clients to discuss successful implementations of products or processes in a sort of poster board session. While I'm not sure the vendors would recommend the case studies again, it's an example of our willingness to try new things."

Jennifer L. Doak, Director of marketing and membership, Financial Managers Society, Finance & Accounting Forum for Financial Institutions, First year of show: 1948

"The Pulp and Paper Technical Assn. of Canada has been in existence for 94 years. First known as the Technical Section of the Canadian Pulp and Paper Assn., it was spun off to become PAPTAC in 1998.

"We are adding a business track to our event in order to attract more decision makers. We are also reducing fees for mill and institution (research and educational) members and are no longer providing free admission to our tradeshow."

Andrea Borrelli, Assistant manager of events, Pulp and Paper Technical Assn. of Canada, EXFOR 2007, First year of show: 1959