Marketing Destinations Finding the Right Mix

Not all cities, convention centers and tradeshow destinations are created equal. Not every city has the convention space, nor the draw, to inspire tradeshow exhibitors and attendees to fly across the country, fill exhibit halls, book multiple room nights and inject dollars into the local economy.

For many destinations, relying heavily on association shows and corporate events just isn't realistic. Enter the consumer show – public, attendance-driven events with their own regional draw and economic impact. As either a highly prioritized core piece of business, a part-time focus or merely a useful way to fill open dates at a venue, where these shows find their place and how they are valued depends on the destination and its individual priorities.

According to Matthew Rotchford, sales and events manager at the Portland (Ore.) Expo Center, a consumer show can be an invaluable asset to a regional convention center. Public events are the facility's most valued piece of business, he said, with approximately 80 percent of its core business made up of consumer shows.

With about 50 acres and 333,000 square feet of exhibit space at its disposal, the center is capable of accommodating a range of events, including home and garden shows, automotive swap meets, boat and RV shows, and even national dogs shows. From January through April and September through mid-December, consumer events keep the facility bustling, he added.

“These events are big business,” Rotchford said. “The most successful events create the environments that the public mark their calendars for and remain faithful to for years to come.”

Although Portland Expo does host its fair share of tradeshows, the nearby Oregon Convention Center handles the majority of corporate and association events that go to Portland. Working in cooperation with the city and the OCC to accommodate more events has worked out well for Portland Expo, he added.

Depending on the destination and its priorities, consumer shows can not only bolster a regional economy, but also help keep a convention center's calendar full. For some facilities, consumer shows are just as valuable as tradeshows, which typically are perceived as more lucrative.

The Los Angeles Convention Center values consumer shows just as much as tradeshows, according to Patricia Gunness, senior vice president of convention center marketing and sales. More than half of the LACC's business consists of consumer shows, and keeping a good balance of events has worked well for the facility, she added.

“All business is valuable, but most consumer events are short-term business and good fillers for dates that are not sold to citywide events,” Gunness said. “The consumer events are looking for weekends, so they fit very well when we already have citywide and association events on the books during the week.”

Pouria Abbassi, LACC general manager, said every facility will have different priorities based on its demographics and the business model it operates under. Some officials may focus more on bringing revenue to their facilities, while others will make working with the local convention and visitors bureau, bringing business to the hospitality community, a higher priority.

“If your expectation is to support the hospitality industry, then you know what your priority is,” Abbassi said. “If you're a venue that's not an attractive market for association business and you want to fill the center up, you go after consumer shows.”

Abbassi added that, to run a successful facility, both sides of that coin must be valued. This approach has worked very well for the LACC, he said. Meanwhile, in the tradeshow capital of Las Vegas, consumer shows also have their place.

In a city dominated by mega shows, giant convention centers and tens of thousands of out-of-town visitors, you'd think a consumer show would be a lonely place to visit. However, according to Chris Meyer, vice president of convention sales at the Las Vegas Convention & Visitors Authority, the importance of consumer shows isn't overlooked in Las Vegas.

“Consumer shows are hugely valuable to (Las Vegas),” Meyer said. “They attract out-of-town exhibitors, so we're getting some room nights out of that, and they present a value for the local community.”

The 98,500 sq. ft. Cashman Center is the LVCVA's primary facility for consumer and public events. However, properties such as Mandalay Bay Resort & Casino, Orleans Hotel & Casino, Sands Expo & Convention Center and South Point Hotel, Casino and Spa also host their fair share of consumer shows.

With the differing values and purposes consumer shows serve for a convention destination, how does this translate into financial benefits? If putting heads in beds or maximizing economic impact is a priority for a destination, wouldn't an event that potentially attracts more short-term, regional attendance be less desirable?

According to Michael Hughes, Tradeshow Week associate publisher and director of research, although association and corporate events may generate greater economic gain for a community, consumer events offer far-reaching benefits that can continue once the show has packed up and gone home.

“Consumer shows do have a significant economic impact if you agree with the theory that many purchases made as a result of the show help drive sales for local businesses,” Hughes said. “The impact (also) goes beyond dollars and cents, with educational, entertainment and cultural values, and improved quality of life.”