Great White Way: Where the Big Shows Go

With 12 percent of all U.S. shows taking place within its boundaries in 2008, and with attendance on the rise there, the Northeast has a firm grasp on its audience and a steadfast stance in the tradeshow industry.

Cities such as New York, Boston, Philadelphia and Atlantic City, N.J., draw attendees for shows and keep them coming back, oftentimes during harsh – albeit beautiful – winter months, proving the resilience of the industry there.

Tradeshow Week Assistant Editor Joalien Johnson examines the Northeast tradeshow industry in 2008.

• With only four months remaining in 2008, shows held in the Northeast region this year are expected to draw a total of 64,586,053 net square feet, 178,460 exhibitors and 10,134,289 attendees. These figures are down from 2006 and 2007 in all areas except attendance, which steadily rose from 8.2 million in 2006 to 9.5 million in 2007 – and to 10 million in 2008.
• Projected totals for the year indicate that the region will lure a 9.3-percent share of the national exhibition space market, an 11.2-percent share of exhibiting companies and an 11.4-percent share of national attendance.
• The average booth will occupy 362 net sq. ft.
• In the region, 48 percent of shows this year are tradeshows. The average one will cover 93,490 net sq. ft. with 346 exhibitors and 8,377 attendees.
• Twenty-eight percent of shows are consumer shows. The average consumer show will feature 83,724 net sq. ft., 237 exhibiting companies and 48,571 attendees.
• Twenty-four percent of shows are combined trade-public shows. The region’s average trade-public show will feature 184,824 net sq. ft., 238 exhibitors and 34,743 attendees.

The five busiest industries for shows this year are home furnishings and interior design with 53; medical and health care, 31; apparel, 30; education, 27; and women, 22. Other top industries represented by shows are boating and sporting goods.

In terms of the number of Northeast U.S.-based shows that individual companies manage, the top contenders are Osborne/Jenks Productions; George Little Management, a dmg world media business; American Consumer Shows; America’s Best Shows; and MAC Events. All had more than a dozen shows each in the Northeast in 2008.

The most popular types of shows produced by each of these companies are home shows (Osborne/Jenks); gift shows (GLM); home and garden expos (American Consumer Shows); RV shows (American Consumer Shows); and home, RV and camping shows (MAC Events).

The convention centers and exhibit halls with the most shows in 2008 are the Jacob K. Javits Convention Center of New York (with 73 shows), Atlantic City (N.J.) Convention Center and Pennsylvania Convention Center in Philadelphia (each with 26 shows), and the Boston Convention & Exhibition Center and the John B. Hynes Veterans Memorial Convention Center in Boston (each with 21).

New York, Massachusetts and Pennsylvania towered over the other states in the region in terms of all shows held, with New York City, Boston and Philadelphia leading the way as top cities. Atlantic City wasn’t far behind.

The first quarter of the year featured 46 percent of all shows. The second, third and fourth quarters had or will have 20, 15 and 19 percent of shows, respectively.

The busiest months for shows were February, January and March with 94, 85 and 84 shows, respectively. The slowest months are July with 19 shows and December with 10.

The Northeast is showing increases in show attendance and net square footage, and there is substantial growth in the region’s available exhibit space as well. By the end of July 2008, there was one brand-new facility, one expansion and one renovation completed. Still in progress were four expansions, two renovations and two new facilities that have been proposed and now are under construction.

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.