Sunday as Good as Saturday at Intl. Vision Expo West

Diane Taylor -- Tradeshow Week, 10/17/2008 1:27:00 PM

When the Intl. Vision Expo West came to the Sands MegaCenter Oct. 2-6, co-owners Reed Expositions and The Vision Council had a problem.

Because the Jewish holiday Rosh Hashanah fell on a Tuesday this year creating move-in problems for some exhibitors, Reed Exhibitions changed the traditional Wednesday-to-Saturday tradeshow format to a Thursday-to-Sunday format.

To woo attendees to stay through Sunday, show organizers went to work offering hourly Sunday prize giveaways worth a total of $60,000; reimbursement of Bags-to-Go bag checking on Sunday and Monday; complimentary transportation to McCarran Intl. Airport Sunday from 5 to 8 p.m. and Monday at 1:30 p.m.; and a free leadership seminar the following Monday. Additionally, to encourage attendance at the show in an era of tight budgets, a free shuttle to the show was offered from Los Angeles on Friday, returning on Sunday.

As a result, said Reed Exhibitions Event Director Tom Loughran, “We were very pleased. Despite the economy, attendance of 15,000 eye-care professionals was on par with 2007, and by doing extensive pre-show marketing, the show ended on a positive note on Sunday.”

The show, and the eye-care professionals, also received a shot in the arm thanks to the upcoming presidential election. 

On the evening of the first day of the conference Oct. 2, a record television audience watched the vice presidential debate, with Republican candidate Alaska Gov. Sarah Palin making the world of rimless eyeglasses the next “big thing.” At the show, the Italee Optics suite at the Venetian Resort & Casino was the place where Palin’s Japanese-made Kawasaki eyeglasses could be ordered. Amy Hahn, vice president of Italee, said business during the show was very brisk, noting that a recent shipment was “thankfully received,” covering a mass of back orders.

The latest eyeglass trend aside, Ed Green, CEO of the Vision Council, said, “We are very fortunate that the economy has not affected our industry as it could have. While the category has become very fashion-forward, eyewear is still a medical device that people depend upon. At the show, many of our exhibitors had a good show, but it appeared that frames and lenses, which are consumable goods, fared better that other products classified as capital expenses.”