Las Vegas Market Makes a Season Switch

Lisa Plummer -- Tradeshow Week, 10/17/2008 1:24:00 PM

The World Market Center has changed out its summer market for a fall show that will land just one month before the High Point Market’s Oct. 5-11 event next year. The second of the semiannual Las Vegas Market home furnishings tradeshows is scheduled Sept. 14-17, also marking the start of a shorter market, cut from five days to four. Although the WMC attributed the changes to customer demands, could the shift spell a strategic move geared toward edging out the competition?

Last year’s Las Vegas Market – Summer was held July 30-Aug. 3

According to WMC President and CEO Robert Maricich, the new scheduling is merely an effort to better serve its industry segments. September proved to be a better choice for various reasons, he added.

“Early September is a time in Las Vegas that’s cost-effective, the weather’s nicer and people’s attention turns more toward business after Labor Day,” Maricich said. “We had to pick a date that makes sense in a buying cycle, logistics cycle and cost cycle with attendees.”

The decision to switch seasons and shorten dates resulted from a year’s worth of research, Maricich said, that included online surveys and meetings with key exhibitors, retailers and the WMC board of advisers, as well as third-party studies conducted by Tradeshow Week Research.

So what does the WMC’s biggest competitor think about the new dates? Brian Casey, High Point Market Authority president and CEO, said he wasn’t concerned.

“I don’t expect it to have any negative impact on High Point Market whatsoever,” Casey said. “If people want to take a vacation, Vegas is a fine thing to do, but if they want to do business in the home furnishings industry and are serious about their business, they need to go where the business is.”

He added that he’s confident that the 100-year-old home furnishings market will retain its loyal following because of what it offers: more high-end product and product introductions, lower square footage costs, no union labor and more space for showing complete furniture collections.

Although the closer dates could put pressure on an already financially-challenged industry weathering a difficult economy, Casey added, if a choice must be made, it would be High Point.

Industry feedback to WMC’s date switch was mixed.

Exhibitor Christopher Kingsley, owner of Brownstone Furniture, which has showrooms at both markets, said he thought the Las Vegas Market’s date change was positive even though he was concerned the practically back-to-back tradeshows could pressure participants to choose between the markets.

“I feel it was a very good move,” Kingsley said. “Las Vegas was losing retailers attending the July show due to the hot weather.”

Manufacturer representative Robert Franks said exhibiting at both markets is essential for him, regardless of when they take place.

“It’s a market, and I’m going to be there,” Franks said. “It’s just that simple. These date changes don’t influence me one bit.”

Retailer Marty Darvin, president of Darvin Furniture, also said the date change wouldn’t influence his attendance either way, although, for his company, a fall High Point Market is a higher priority than a fall Las Vegas Market.

“The date change is not going to make a difference to me,” Darvin said. “If I’m going to Vegas, it’ll (only) be in February.”

Maricich said he is focused on what matters to the WMC – pleasing customers while continuing to position WMC closer to the top of the food chain.

“Make no mistake, our goal is to be the best show,” Maricich said.