Sizing Up the South: Large Shows Abound

If one thing rings true of the South, it is that it is a region with its own very distinct personality, one that conjures up pork chops and grits, barbecue and collard greens, college football and NASCAR.

Tennessee boasts cities historically important to the legacies of rock 'n' roll and country music, Nashville and Memphis. The two cities are home to the Country Music Hall of Fame and Elvis Presley's Graceland, respectively. Georgia's powerhouse tradeshow city, Atlanta, offers visitors many sights in near proximity to its exhibit halls, including the famed Georgia Aquarium. Show organizers may well be won over by the culture and Southern charm, as shows ranging from 15,000 net square feet in size to those large enough to soar through the ranks of the Tradeshow Week 200 bring their business to the area. This flexibility offers a variety of options for shows of every size to consider.

Tradeshow Week Senior Assistant Editor Candice Yang examines the exhibition industry in the South.

• According to estimates supplied to Tradeshow Week, 95,014 exhibitors will spread out over 55.6 million net sq. ft. of exhibit space, expecting to draw the attention of 4.2 million attendees. These projections are down quite a bit from 2007's projections, which had estimated that 66.8 million net sq. ft. of show space would host 98,626 exhibiting companies and 5.2 million attendees. The figures reflect the fact that the region expects to see 17 percent less exhibit space, 4 percent fewer exhibitors and a 19-percent decrease in attendance.
• The region will take up 8 percent of the national market share of showfloor space, 6 percent of exhibitor market share and 5 percent of the market share of attendees.
• The average booth will occupy 585 sq. ft.
• The average tradeshow in the South will draw 8,553 buyers to a 190,986 sq. ft. exhibit floor, showcasing the products and services of 319 companies.
• At the average consumer show, 255 exhibitors and 24,955 attendees will populate 183,778 net sq. ft. of exhibit space.
• At the average consumer-trade hybrid show, approximately 201 exhibiting companies will be spread across a 191,011 net sq. ft. showfloor, attracting 7,857 attendees.

The medical and health care sector is expected to hold 32 shows in the South in 2008, making it the sector with the most shows in the region. The home furnishings and interior design and the apparel industries swapped positions since 2007, with home furnishings and interior design coming in second with 25 shows, and apparel and gifts tied for third, registering 24 shows each.

The 28 shows scheduled at AMC/AmericasMart Atlanta allow the company to maintain its position as the management company with the most shows in the region. Southern Shows also does not budge from its second-place ranking, with 12 shows to be produced in 2008. Gilmore Enterprises takes third place, with eight shows expected in the region.

It seems that the busiest months this year for the South have already taken place. January had 45 shows scheduled, the most of any other month this year. February (with 43) came second, both chronologically and in the rankings of the months with the most shows. April was third, with 39 shows scheduled in the region.

The first quarter takes the cake, adding March's 32 shows to January and February's numbers for a total of 120 shows. Least popular are the third and fourth quarters, each registering 62 shows.

Atlanta is still the city to beat with 101 shows this year, more than twice the number held in the South's second most popular city, Nashville, Tenn. Although Atlanta suffered some setbacks due to a tornado that struck in March, the city braved the damage and everything appears to be business as usual. Second-place Nashville has 38 shows, while third-place Louisville, Ky., is not far behind with 35.

Georgia World Congress Center's 36 shows help the exhibit hall dominate the leader board. Its neighbor, AmericasMart Atlanta (Gift Mart, Merchandise Mart, Apparel Mart), brings 28 shows to the city and graces the second spot. Nashville's Gaylord Opryland Resort & Convention Center rakes in 22 shows, rounding out the top three exhibit halls.

The South has established quite a name for itself with the larger shows. Twenty-one Tradeshow Week 200 events were held in the region in 2007, with nine of them ranked higher than No. 50. Southern hospitality, the down-home comfort and the variety of destinations to choose from throughout the region help make the South appealing to shows of all sizes.

Projected statistics are voluntarily supplied by shows during TSW Data Book collection and updated throughout the year as information becomes available. Shows submitting projections vary year to year, which may affect region totals.