Down on the Gulf Open for Business

It's been almost three years since Hurricane Katrina devastated the Gulf Coast region. Today, cities in the area have not only made great progress in rebuilding what was destroyed, but also are working toward expanding their offerings to the tradeshow industry.

Renovations and expansions of existing facilities are currently underway, and plans for a new convention center and several new hotels indicate the area is looking to the future.

Tradeshow Week Managing Editor of Directories Dana Myers examines the tradeshow industry in the Gulf Coast states of Alabama, Louisiana and Mississippi.

Industry statistics based on organizer projections supplied to Tradeshow Week indicate:

• A total of 112 shows are scheduled to take place in the Gulf Coast states in 2008, a 10.8-percent increase compared with 2007's 101 shows.
• Shows held in the area are projected to span more than 12.8 million net square feet, feature 38,598 exhibiting companies and attract nearly 1.1 million attendees. Although the number of exhibiting companies is expected to grow by a robust 33 percent in 2008, net square footage and attendance figures reflect decreases of 10.7 percent and 18.7 percent, respectively, when compared with projected figures from the previous year.
• The region claims only a small piece of the pie in terms of national market share with a 1.8-percent share of showfloor space, 2.4 percent of exhibiting companies and 1.2 percent of attendees.
• The average booth space will encompass 333 net sq. ft, down from 499 net sq. ft. in 2007.
• The average tradeshow will span 166,386 net sq. ft., host 566 companies and draw 8,633 attendees.
• The average trade-consumer hybrid show is expected to have 324 exhibiting companies spread across 91,310 net sq. ft. and attract 7,478 attendees.
• The average consumer show is expected to encompass 171,843 net sq. ft., feature 123 exhibiting firms and 27,000 attendees.

• Of the shows slated to take place in the Gulf Coast region in 2008, 49 percent are tradeshows. Hybrid shows, open to both trade and consumer attendees, account for 38 percent. The remaining 13 percent will be consumer shows.
• The region will host 13 medical and health care shows, making it the No.1 industry based on number of events. Following close behind is jewelry, with 12 shows on the calendar this year, and education, 11.

• New Orleans is by far the tradeshow capital of the region. The city will host 64 shows this year, compared with 57 in 2007 and a mere 28 in 2006. Once a staple on the list of top-10 convention cities in the United States, New Orleans fell off of it completely after Hurricane Katrina devastated the area. As the city continues its recovery efforts, it is creeping closer to the top each year, riding close on the heels of the No. 10 city on the list, Denver, which has 68 shows.
• As the only major convention center in the region, the Ernest N. Morial Convention Center earns top billing as the venue to hold the most shows, with 32. The facility will have the honor of hosting six Tradeshow Week 200 shows this year.

• The No. 1 show producer in 2008 is expected to be Helen Brett Enterprises with eight shows. In second place is consumer show organizer A. Kay Schabilion Productions with six.

• Typically, the first quarter is the busiest season across the United States, and it is no different in the Gulf Coast region. In fact, January, February and March are the three most popular months.
• March leads the way with 19 shows and February comes in second with 13. January ties with April for third with 10 shows each. The first quarter is the busiest with 42 shows, 37.5 percent of all shows held in the region during the year.

Outside of New Orleans, the Gulf Coast region does not offer any other major tradeshow destinations. However, the white sand beaches, historic appeal and booming gaming industry of Alabama and Mississippi are beginning to attract the attention of smaller and mid-sized shows eager to try something new.

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.