Midwest and Great Lakes Region: The Heart of the U.S.

Rich with history, art, music, wildlife and hard-working citizens from the high-rise to the farm house, there is much to appreciate in and learn from the heartland of the United States.

It happens to be one of the busiest regions in the country, when it comes to tradeshows. Chicago is, of course, the top host city, with nearly 50 shows booked so far in 2008 at McCormick Place alone, but Indianapolis, Minneapolis, Columbus and Rosemont (to name a few) are hardly off the map.

Business is good here – and the reasons to come are numerous: You can spread out over one of the largest showfloors on the continent; when it says homemade, it probably is; you may find yourself smiling at an unexpected bout of rain; people are generally friendly and personable; you can try out local barbecue and cheeses; and there is a slew of unique cities, each with its own idiosyncratic landmarks (think St. Louis’ Arch, Mall of America, Rock n’ Roll Hall of Fame & Museum), only hours from one another.

Tradeshow Week Assistant Editor Joalien Johnson explores recent tradeshow industry trends in the Midwest and Great Lakes region.

• The Midwest and Great Lakes region is expected to welcome nearly 10.8 million attendees and about 246,960 exhibiting companies to 117 million net square feet of space at tradeshows in 2008.
• The region, which encompasses 12 states, accounts for 18.3 percent of the nation’s exhibit space in terms of square footage at facilities, 15.4 percent of its exhibiting companies and 13 percent of its projected 2008 show attendance.
• The average booth at shows in the Midwest and Great Lakes next year will feature 475 sq. ft. of space and will be visited by 14 people per every 100 net sq. ft.
• The average tradeshow will cover 143,708 net sq. ft., feature 411 companies and welcome 10,600 attendees. Last year’s showfloor averages were 113,334 net sq. ft., 350 exhibiting companies and 10,778 attendees.
• The average consumer show will feature 167,881 net sq. ft., 223 exhibiting companies and 25,636 attendees. Last year saw averages of 130,809 net sq. ft., 275 exhibiting companies and 29,693 attendees.
• The average trade-consumer show is projected to cover 143,306 net sq. ft. with 11,440 attendees and 214 exhibiting companies. Last year, the average trade-consumer show occupied 122,022 net sq. ft. and welcomed 193 exhibitors and 29,087 attendees.

According to information supplied to TSW for the 2008 Data Book, most tradeshows in the Midwest and Great Lakes region have grown in net square footage and number of exhibiting companies, while attendance at them has decreased. Consumer shows in the region have increased in net square footage, but decreased in both number of exhibiting companies and attendance. Trade-consumer shows have increased in net square footage and exhibiting companies, while attendance has decreased.

Medical and health care remains the Midwest and Great Lakes region’s leading tradeshow sector with 64 shows. The second and third most popular sectors for the region are home furnishings and interior design, with 60 shows, and agriculture, with 50 shows. Building and construction is in fourth place with 41 shows.

Illinois and Ohio host the most health care shows; Illinois, the most home furnishing and interior design shows; Illinois, Missouri, Minnesota and Kansas have the most agricultural shows; and Illinois and Michigan, the most building and construction shows.

The 75-year-old Merchandise Mart Properties in Chicago will produce the highest number of exhibitions this year, with 18 (more than last year’s top show organizer). Coming in a close second is a Michigan-based company that has been up and running for more than 60 years, Show Span, with 15 shows. The ever-popular Intl. Gem and Jewelry Show follows close behind with 12 shows.

The convention centers and exhibit halls that host the highest number of this region’s 2008 shows are McCormick Place (for the third year in a row), with 47 shows; the Donald E. Stephens Convention Center in Rosemont, with 32 shows; and the Indiana Convention Center & RCA Dome in Indianapolis, with 25.

In May, Kansas City Convention & Entertainment Centers expanded from 434,800 sq. ft. to 480,800 sq. ft. In August, McCormick Place opened its West Building with an expansion of 470,000 sq. ft. that increased the campus’ total square footage from 2,200,000 sq. ft to 2,670,000 sq. ft. Also in August, the Branson Convention Center in Missouri opened with 47,000 sq. ft., and in the fall the Peoria Civic Center expanded from 63,668 sq. ft. to 108,668 sq. ft.

The first quarter of the year will bring the largest percentage of tradeshows expected for the year (43 percent). Remaining quarters (in order of activity) are the second (with 30 percent), third (16 percent) and fourth (10 percent). In terms of individual months, February leads the way with 126 shows, and January and March follow with 100 and 88 shows, respectively. July and December are the slowest months, with 22 and 17 shows, respectively.

The Midwest & Great Lakes region is always going to host thriving tradeshows, especially with leading business destinations like Chicago in its midst.

As always, the medical and health care industry leads in pure show volume and number of exhibitors. Net square footage has also increased with expansions taking place in the region. What’s particularly interesting about the shows in the Midwest is that they often feature local products (like great barbecue) and there’s seldom a question as to their authenticity.

As a whole, the Midwest appears to be operating on an even keel (except for that quickening pulse in January ...).