Lone Star State: Big, and Getting Bigger

As the largest state in the continental United States, Texas takes up more than its fair share of space. And, if everything is bigger in Texas, the state's exhibition industry is working hard to live up to the state's larger-than-life reputation. Just last year, Texas overtook California as the state with the most available exhibit space by a margin of 31,757 square feet, according to the 2007 edition of the Tradeshow Week Major Exhibit Hall Directory. The total 7.7 million sq. ft. of space in Texas is spread out among many different cities for show managers to consider, giving their attendees and exhibitors the opportunity to take in the home of the cowboys and the longhorns (not to mention the Cowboys and the Longhorns).

TSW Senior Assistant Editor Candice Yang takes a look at the exhibition industry in Texas.

• According to projections reported to TSW research, Texas anticipates nearly 87,723 exhibitors on a total of 45.7 million net sq. ft. of exhibition space, attracting approximately 6.4 million attendees.
• The projected totals indicated that the state will hold a 6.6-percent share of the national exhibition space market, 5.5-percent share of exhibiting companies and 7.2-percent share of national attendance.
• The average booth will occupy 521 sq. ft.
• Nearly 15,541 attendees will consider the products and services of 409 exhibiting companies at Texas' average tradeshow, which will take up almost 186,456 net sq. ft.
• The average consumer show will be approximately 154,500 net sq. ft. in size and is expected to welcome 159 exhibiting companies and 65,214 attendees.
• The average trade-consumer show hybrid will feature 114 exhibiting companies that will span a 33,829 net sq. ft. showfloor that will be visited by 1,870 attendees.

With 30 shows scheduled in 2008, the medical and health care sector will hold the most shows in Texas. Next in line, with 24 shows, is the home furnishings and interior design industry, among them the multiple editions of Home Show and Texas Home & Garden Show produced by Intl. Exhibitions, which are split among six different cities. Apparel takes the third spot with 17 shows, just one more than the education sector.

The Dallas Market Center reigns as the show management company with the most shows on the schedule in Texas this year, producing 24. In second place, just two shows shy of DMC is Intl. Exhibitions and its 22 shows. Following well behind is third-place Intl. Gem & Jewelry Show, producing seven editions of the Original Classic Intl. Gem & Jewelry Show.

Houston may be the largest city in the state, but Dallas is No. 1 in the show count, with 77 of the state's 304 shows held in the city this year. Next in line is San Antonio with 53 shows, followed by Houston with 43. Dallas Market Hall is the most popular exhibition venue in Texas, and it expects 39 shows this year. The Henry B. Gonzalez Convention Center in San Antonio is scheduled to host 33 shows in 2008, which gives it the second spot, and the Austin Convention Center's 25 shows grant it third place.

There is a fairly even spread of shows between the most popular months for expositions, but June is the busiest with 35. Trailing just barely behind in second place is March, with 34 shows. April takes the third spot with 32. Despite the strong showings in April and June, the first quarter is the most popular for the industry in Texas, with 95 shows (31.3 percent) taking place between January and March.

The vast area covered by the state of Texas serves as home to numerous tradeshow venues ... and there's more to come with at least two new facilities, one expansion and three renovations reported by Texan venues to the MEHD, promising bigger, better and more space. The total number of shows (304) remained fairly steady since last year (303), a good indication that show managers understand at least one of two things: You don't mess with a good thing, and you don't mess with Texas.

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

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