TSEA Staff Cutbacks Appear to Be Anomaly

Industry association executives said the severe budget cutbacks that forced the Trade Show Exhibitors Assn. to lay off three of its five staff members is an anomaly, and that most of them have not experienced any problems because of the generalized economic downturn – so far.

“We have not yet encountered any pushback on dues that would be of concern,” said Intl. Assn. of Exhibitions and Events President Steven Hacker.

“Not yet, at least,” said Religious Conference Management Assn. Executive Director and CEO DeWayne Woodring.

In a written statement, Erika Brunke, executive director of the Corporate Event Marketing Assn., said, “CEMA is having to do more with less, but (we) have been successful keeping our staffing level.”

On the other hand, TSEA President Stephen Schuldenfrei said complicated economic conditions had made it difficult to maintain membership levels at his organization.

“Times are tough,” he said. “This is no secret.”

Nevertheless, Schuldenfrei added, there will be no reduction in member services.

“Membership's not going to know a thing,” he said. “Instead of working 10 hours a day, I'm going to work 14 hours a day, and we will continue to provide education, networking and resources.”

Schuldenfrei also said he anticipates that membership rolls eventually will return to previous levels.

“I hope so,” he added.

Hacker and others said, because of economic uncertainty, they had been informally polling members about their businesses.

“Two small associations have told me they are planning cutbacks,” Hacker said, “but even they have not yet reduced their dues.”

In fact, he added, “Results of the first quarter are that we are ahead of our forecasts for new and renewed members.”

Eric Allen, executive vice president of the Healthcare Convention & Exhibitors Assn., said none of the HCEA members he has spoken to have voiced any concerns yet.

“Now, if there were economic trends affecting pharmaceuticals or health care, maybe,” he added.

Allen and the others pointed to a potential problem endemic to the exhibition industry that may be affecting TSEA specifically at this moment: The fact that many entering the business world do not consider a position in the exhibition industry as their first career choice.

“It's a call to our whole industry,” Allen said. “Most marketing curricula at universities don't address tradeshows and conventions. People maybe don't, as much as we'd like them to, think of exhibit marketing as a career.”

Hacker echoed Allen's sentiments, referring to TSEA's members, who are primarily exhibit managers.

“They're marketing managers who are moving through their career paths,” Hacker said. “It has been historically extraordinarily hard (for TSEA) to get its arms around the community of people that are this year exhibit managers.”

Nevertheless, Schuldenfrei said, TSEA will survive.

“Who else is looking out for the exhibitor?” he asked.

In related news virtually simultaneous to TSEA's announcement of staff cutbacks, Natl. Trade Productions outlined an expanded program for this year's TS ² , to be held July 28-31 in Philadelphia. It pointed to an enhanced conference program that will include more sessions regarding face-to-face marketing and the use of the Internet in exhibitions.

The company also said there would be more involvement by other industry associations in the tradeshow that focuses on exhibiting, including IAEE and HCEA, as well as the Exhibit Designers and Producers Assn., Exhibitor Appointed Contractors Assn. and Exhibition Services & Contractors Assn.

NTP Chairman Bob Harar said he expects about 2,500 attendees and a 43,000 net square foot showfloor.

TSEA sold TS² to Natl. Trade Productions in 2004, but still remains its leading sponsor.