And the Survey Says ... It's a Bull Market

In another story on this page, dmg world media CEO Mike Cooke said his company is selling all 40 consumer shows in its portfolio — not because the shows are unprofitable, but because the consumer show sector is becoming increasingly competitive.

Cooke can be added to the list of those pointing to the industry's vitality.

In Tradeshow Week's annual consumer show survey, 28 percent of show organizers who responded said they expected revenue growth of at least 10 percent in 2008. Another 48 percent of organizers said they expected growth of between 1 and 10 percent.

And 38 percent of those surveyed said they plan to launch at least one new show next year.

"People are adding shows," said Kristie Harrington of North East Expos, president of the Natl. Assn. of Consumer Shows. "We add new members every year."

"Right now it's very strong," said Tom Tarry, CEO of The Results Group, of the consumer show industry. He's one organizer who's planning show launches in 2008.

The Results Group produces nine shows, including Kids Fest, Central New York Pumpkin Festival, Taste of Rochester and New York City Golf Show. Next year, the company will add two more to its lineup of event: Central New York Prom Show and Central New York Motorcycle and Accessories Show.

"We try to meet the demographics of the market, and find a hook or passion within that demographic," Tarry said. "We also respond to industry trends."

JBM & Associates President Jacqui McGuinness Bomar said in 2008, her company will launch the Upstate Women's Show in August and take over the Jacksonville Boat Show. Currently the company has the Charleston Boat Show in South Carolina and the Savannah Intl. Boat Show in Georgia.

"We have little room to grow with our existing shows because we have maxed out exhibit space," Bomar said.

With the $40.8 billion pet industry in the United States, and more people looking to animals for companionship, it's no surprise that a consumer pet show is growing.

"I'm in the process of duplicating (the show) right now," said Patrick Dinan, show coordinator and owner of the Northwest Pet & Companion Fair. He's negotiating for the location of the second show.

For Richard Markel, 2008 is about adding almost as many shows as he already produces.

Markel owns the Bridal Expo, which has three regional shows in northern California. In 2008, two more shows will join the schedule.

Markel actually said business was down some this year, but doesn't see the trend continuing next year.

"I am sure the homebuilding slump is affecting us as well," he added.

Even so, Markel is one of the show organizers who anticipates double-digit revenue growth in 2008.

"We are projecting about a 20-percent increase," he said. It's not consistent with the revenue growth from previous years, but Markel attributes it to the addition of the new shows and hiring an independent sales agent.

Bomar also said she expects 20-percent revenue growth in 2008, thanks to her new events.

"The consumer show industry for us has been consistent and profitable since we started seven years ago," she added. "We try to offer outstanding customer service, market to the right audience and offer interesting special features and entertainment each year."

Tarry and Dinan also said they anticipate revenue growth in the coming year.

When asked if he thought the increase would be on par with previous years, Tarry said, "I think it's going to be up a little more than that."

Some of the revenue growth will be from the two new events, he added, but he's also seeing significant sponsorship growth.

"More people understand the efficiency of being involved in an event," Tarry said.

Northwest Pet & Companion Fair organizers already are receiving contracts from exhibitors who want space in the April 19–20 show, Dinan said, noteworthy because most consumer shows sell most of their space in the 60 days before they open.

He is expecting a 12- to 15-percent increase in revenue.

However, Dinan added, "I don't generate as much as I should on the bottom line."

Dinan runs coaching sessions for exhibitors at his show and others, showing them ways to enhance their show experience.

Next year, he'll focus on increasing attendees and sponsorships, Dinan said. This year's event had an 8-percent attendance increase, and he's hoping for double that in 2008.