Where Diversity Reigns

Most of the hype is true. The West Coast and Pacific region really does feature breathtaking shorelines, extensive mountain ranges, Redwood forests, clear waters, white sand, volcanoes and northern lights – for starters. More and more people rush to the region each year for pleasure, and what they hope will be a laid-back lifestyle, as well as business of all types – including tradeshows.

It is not surprising that the busiest tradeshow venue in the region is the San Diego Convention Center, located on the harbor in cool, crisp, downtown San Diego, where views are spacious and excitement is around each corner. Such a setting can assuage anyone's awareness of long, busy days with the feeling of being on a special retreat – and overall the Pacific region seems to have that effect.

Tradeshow Week Assistant Editor Joalien Johnson examines tradeshow activity in the West Coast and Pacific states.

• According to TSW research, the West Coast and Pacific region is expected to welcome 7.4 million attendees and about 173,969 exhibiting companies to nearly 82.3 million net square feet of space at tradeshows this year. Last year brought 6.2 million attendees and 185,237 exhibiting companies to 71.2 million net sq. ft. of space
• The region, with five states, covers 12.8 percent of the nation's square footage of exhibit space for 2007, 10.8 percent of exhibiting companies and 9 percent of all show attendees. The region's 2007 market share in every category is relatively similar to those of last year.
• The average booth this year will feature 473 sq. ft. of space and attract 12 visitors per 100 net sq. ft. Last year's results were similar.
• The average tradeshow will cover 97,938 net sq. ft., feature 305 companies and welcome 7,893 attendees. Last year's average showfloor had 81,507 net sq. ft., 294 exhibiting companies and 5,849 attendees.
• The average consumer show will feature 220,217 net sq. ft., 263 exhibiting companies and 24,966 attendees. Last year saw an average of 140,040 net sq. ft., 266 exhibiting companies and 19,053 attendees.
• The average dual consumer-tradeshow is projected to cover 106,811 net sq. ft. with 160 exhibiting companies and 5,510 attendees. Last year the average show occupied 174,955 net sq. ft. and welcomed 274 exhibitors and 10,793 attendees.
• Of the three types of shows in the Pacific region, consumer shows feature the most net square footage and attendees – and the highest increases since last year (out of the three show types) in both categories. Tradeshows feature the highest number of exhibiting companies.

Medical and health care remains the region's leading industry sector with 77 shows. The second most popular sectors for the West Coast and Pacific region are computers and computer applications, and home furnishing and interior design – each with 46 shows. Apparel is in fourth place with 33 shows.

The Intl. Gem and Jewelry Show (a top contender last year) will produce the most exhibitions this year, with 17 shows. Coming in a close second is George Little Management with 16 shows. O'Loughlin Trade Shows follows with 11.

The Intl. Gem and Jewelry Show, founded in 1967, takes place an average of 80 times each year, hosting more than half a million people in more than 30 U.S. cities, according to the show's Web site.

The convention centers and exhibit halls that host the highest number of this region's 2007 shows follow:

• San Diego Convention Center, 36
• Anaheim Convention Center, 35
• Long Beach Convention & Entertainment Center and the Los Angeles Convention Center, each with 31 shows

The San Diego Convention Center Corp., a non-profit public entity, generates about 8,000 jobs throughout the county and has created about $11 billion in economic impact since it opened in 1989, according to the SDCCC Web site.

The first quarter of the year saw a fair percentage of tradeshows that will eventually take place this year (39 percent). March leads the way, followed by January, with 90 and 71 shows, respectively. Immediately behind are February and October, with 70 and 63 shows, respectively. The second quarter included 21 percent of all shows and the third and fourth quarters are nearly tied with plans for 19 and 20 percent of all shows.

The region is always a popular destination for tradeshow attendees, especially those held in cities near the coast – San Diego and San Francisco, for instance.

Attendance at West Coast and Pacific region shows has grown considerably since last year, signaling increased interest in the area, especially in the month of March.