The Great Southwest Destination: Desert

The Southwest could be a big tradeshow boom just waiting to happen. With Texas excluded from this year's Southwest focus, the region will host 82 shows in 2008. Home of the Grand Canyon, a wildly popular tourist magnet, Arizona is set to draw the most shows in the region. Plus, more are likely to be on the way in years to come with convention center construction and expansions going on all over the region.

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

• Projected figures for 2008 reported to TSW research indicate that the Southwest anticipates a combined 4,798,203 net square feet of exhibit space, 24,386 exhibitors and 1,660,500 attendees hoping to do business on its showfloors.
• Without the hefty weight of Texas included in the Southwest's totals, the region's numbers are more modest, reflecting a 0.7-percent share of the national exhibit space market, a 1.5-percent share of the national market of exhibitors and a 1.9-percent market share in terms of attendees.
• The average tradeshow will span 22,547 net sq. ft., feature 192 companies and draw 3,000 attendees.
• At the average consumer show, about 484 exhibitors are expected to showcase their products and services to 46,250 attendees on a showfloor spanning 140,440 net sq. ft.
• The average trade-consumer show hybrid in the Southwest will have 2,500 attendees and 141 exhibitors spread over an 84,493 sq. ft. exhibit floor.
• The average booth occupies 197 sq. ft.

With a virtually even spread of shows across many industries, there is a three-way tie for the industry holding the most shows in the region. Home furnishings and interior design, jewelry and medical/health care have eight shows each. Automotive and trucking is next in line with six shows.

Only two show management companies will produce more than two shows in the region in 2008. With six shows coming up this year, Arizona's local Maricopa County Home Shows is the busiest. J & J Promotion comes in second with three shows. The three installments of its Bead Renaissance Show are divided among cities in three of the states featured in this destination focus – Tucson, Ariz.; Tulsa, Okla.; and Albuquerque, N.M. That's probably not much of a surprise since the jewelry-making traditions of the region's vast American Indian presence more than likely enhance these shows.

The Phoenix Convention Center takes top honors as the most sought-after venue in the Southwest, coming in at 10 shows. With nine shows expected this year, University of Phoenix Stadium (Glendale, Ariz.) is not far behind. Oklahoma City's Cox Business Services Convention Center gets in on the action, too, rounding out the top three with five shows.

Phoenix is the most popular city of the region with 23 shows scheduled in 2008. Glendale, Albuquerque and Tucson anticipate 10 shows each, resulting in a three-way tie for the second spot, while Oklahoma City comes in third with eight shows.

The topography of the Southwest includes deserts, plains and mountains, but much of the region is known for its warm climate. The mild early months seem to be preferred by tradeshow managers in the Southwest, as February and April, each with 13 shows, are the most popular months for the region. The trend continues, as March comes next with nine shows and June is close behind with eight. Overall, the first quarter is the most popular time for the region, with 29 shows held between January and March.

With Texas out of the mix, the Grand Canyon State dominates the exhibition scene. Despite its so-so showings relative to the national market, the region's locally produced shows make for plenty of exhibition activity in the area.

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.