Event Solutions Caters to a New Audience

Lisa Plummer -- Tradeshow Week, 2/22/2008 11:08:00 AM

Vicki Carson has directed the Event Solutions Idea Factory & Expo for the past four years, but believes this year is going to be special. The tradeshow, which attracts 2,000 event and meeting planners, will collocate with catersource Conference & Tradeshow Feb. 24-28 at the Las Vegas Convention Center and Las Vegas Hilton, marking Event Solutions’ Las Vegas debut. In addition, several other related events will take place in town at the same time.

Although Carson has managed her fair share of tradeshows over the last 20 years, she claims this one, for the world of event production and design, fits her to a tee. TSW Las Vegas Contributing Editor Lisa Plummer had a chance to find out why.

Question: Why collocate Event Solutions with catersource? Answer: It’s a better fit for our audience to come and see what’s new across all the disciplines of the event industry: food, beverage, décor and technical. Caterers are looking at more production elements in doing events. On the events side, for a number of years, we’ve seen that events (are becoming) an overall experience. That touches everything, not just lighting and sound, but also food and beverage.

Q: Did you intentionally schedule the two to take place at the same time as the other hospitality-related events in Las Vegas, such as Nightclub & Bar/Beverage Retailer/Beverage & Food Convention & Trade Show? A: Somewhat. Though we’re not officially partners, if you look at what we’re trying to accomplish, when (industry people) can come to Vegas at one time and attend multiple shows, they’re happy campers. They can accomplish a lot in a week as opposed to two or three times a year. Often they’re too busy or don’t have the resources for that.

Q: Is making Las Vegas your new home base part of a strategy to grow and improve the event? A: It is, although if it’ll always be in Vegas, we don’t know. In terms of demographics, with an eastern and western audience, it makes sense to bounce the show back and forth, but we haven’t made that decision yet. Bringing together as many (industry) partners as possible would be a high priority for us.

Q: Is your new partnership with catersource a permanent one? A: Yes, but there could be other partners that come to the table, and more revisions to go along with the changing industry. Because of the audience we serve, we’re always changing the vehicle.

Q: Are your exhibitors and attendees pleased about the show no longer rotating? A: We’re booked two years out, and we’ll be looking at feedback after we’ve held it once or twice. We’ll ask if (Las Vegas) is where we want to be, or if are there are other options we should be considering. We’re in an enviable position in that (catersource and Event Solutions) are both magazines that get a lot of feedback from readers and the online community. We don’t wait for something to go wrong to take a look at how to fix it. 

Q: Some industry observers believe that an economic downturn will affect corporate events sooner and more dramatically than association tradeshows. Are you helping your exhibitors and attendees prepare for that? A: By bringing events together with the catering side, it gives you a whole new area to partner with as an event planner. We work hard to provide the setting for both sides of the equation to get to know each other. In the overall event industry we see an upswing year after year, even in a down market. There are many and more options in the event business. We’re not just looking at meetings and tradeshows, but product launches, mobile marketing tours, public events that are experiential in nature, at the whole events industry. 

Q: What are you looking forward to most about holding the show in Las Vegas? A: The excitement of a new component to the show is the best part for me, but certainly Vegas is an exciting city and a great town to come to. All the resources there are tremendous, and who can’t look forward to doing a show in Vegas?

Q: Least? A: In any big city, it’s union labor issues and the lack of flexibility that comes with that. Don’t get me wrong, there’s value in unions, but you can get into situations where it becomes difficult to do shows in union facilities, or to work with unions that are less cooperative to get things done for you in a way that makes sense. 

Q: I noticed you have a reality show-type design competition. What’s the purpose of a feature like that at the show? A: New ideas and creativity are the two big components our crowd is looking for, and competition is an important element. 

Q: How does it work? A: Four teams are given an assignment and within three days must translate it into a representation of an event. We try to mix it up each year, but this time it’s a product launch for an Asian liqueur. Contestants can take it any direction they like, as a media or public event, or a tradeshow booth. 

Q: How is this show a good fit for you personally? A: I love the fact that I get to do something different every year. I was in the association world for a long time, and there’s a lot of sameness to it. We help our audience find new concepts, ideas, products, something new to create excitement at their events, and I love that. I thrive on that part.