Mountain States Head for the Hills

With their metropolitan cities nestled in majestic natural settings – ranging from rolling hills to open plains – the Mountain States have nature-loving outdoor adventurers itching to visit national parks and ski resorts, but still offer city life just a hop, skip and jump away. Discounting Las Vegas, the region tends to host more intimate shows than other regions, and to attract attendees who are happy to escape the endless miles of concrete found in other locations in order to enjoy a nice breath of fresh mountain air.

Tradeshow Week Assistant Editor Candice Yang checks out the peaks and valleys ahead for the region's exhibition industry. All statistics exclude Las Vegas.

As indicated by numbers reported to TSW research, the Mountain States are set to host tradeshows with a projected total of 14.9 million net square feet of exhibition space, along with 61,228 exhibiting companies and 2 million attendees.

2008 projections show a drop in total exhibit space and attendance, when compared with figures projected for 2007. Last year, an estimated 2.5 million attendees and 22.5 million net sq. ft. of space were to be welcomed to the Mountain States, reflecting drops of 21.7 percent and 34 percent, respectively.

Exhibitors might be looking for new markets to conquer, as this was the one index where projections are up from 2007. This year's 61,228 anticipated exhibiting companies is 20.5 percent more than the 50,822 companies that had been expected for 2007.

The region claims a 2.2-percent market share of the nation's total net square footage, 2.2 percent of the market share of total attendees and a 3.8-percent share of the U.S. market in terms of exhibitors.

The average booth will occupy 243 sq. ft.

The region's average public show is expected to feature 268 exhibitors across a 72,688 net sq. ft. showfloor, with 20,958 attendees checking out the goods.

The average tradeshow in the Mountain States region will span 86,727 net sq. ft. and draw 405 exhibitors and 4,247 attendees.

Nearly 7,417 attendees are expected to browse the products of 234 exhibitors over a 64,900 net sq. ft. showfloor at the average trade-public hybrid show.

The medical and health care sector will hold the most events in the region. Nineteen shows in this sector are expected to be held throughout the six states in 2008.

With Salt Lake City the home to a number of shows in the sporting goods and recreation industry, including the summer and winter Outdoor Retailer shows, it's fitting that this industry holds the second spot, expecting 16 events in the region. It is tied with the home furnishings and interior design industry, which will also see 16 events.

Bridal Festivals' nine Colorado shows and Spectra Productions' nine Idaho shows make these two the show managers with the most events produced in the region this year.

Denver Merchandise Mart is right behind them, set to run seven shows.

Greenband Enterprises will produce six shows, all in Utah. They run the gamut from bridal to outdoor recreation to home improvement events.

With one extra day in 2008 to accommodate its 33 bookings, February is the most popular month of the year. January will have 24 shows and March, 21, making them the second and third most booked months for 2008, respectively. Ultimately, the first quarter (which is, incidentally, ski season) is the most popular quarter of the year.

Denver anchors the region with 75 events, helped by the Colorado Convention Center and its top billing as the venue in the region to welcome the most shows (29).

With Las Vegas not included in these statistics, Reno – with 23 shows – is Nevada's frontrunner and holds the second-place position in terms of most shows booked among the Mountain States' cities. Venues throughout Reno have been undergoing major renovations and meeting space expansions in an effort to pull in even more.

Salt Lake City edges out Sandy, Utah, for the third most popular city with 19 shows to Sandy's 18. However, the South Towne Exposition Center in Sandy is the second most popular venue with 17 bookings, beating out Salt Lake City's Salt Palace Convention Center, third among the top venues in the region.

While the Mountain States region is perhaps more popular with smaller shows, the handful of TSW 200 shows there demonstrates that the bigger cities can hold their own when it comes to large-scale events. Being considered independently of Las Vegas for the first time in one of TSW's Destination Focuses, the Mountain States might not offer the lure of Sin City, but that's most likely the point for the shows that choose to take advantage of the area.

Projected statistics are voluntarily supplied by shows during TSW Data Book data collection and updated throughout the year as information becomes available. Shows that submit projections vary year to year, which may impact the outcome of regional totals.