Show Changes: Trimming Down the Days

For some tradeshows in the retail sector, cutting back on show dates is becoming a popular decision.

Within the past year, several shows in the apparel, home furnishings and merchandise industries have made the decision to shorten their events by at least one day.

The reason? Show managers said the moves come in response to exhibitor and attendee demand, as well as an overall trend to consolidate more business in a shorter period of time, a behavior that has become more the norm as businesses seek to cut expenses while still participating in face-to-face events.

Despite the economy's negative impact on the retail clothing sector – and rumblings of softer attendance – MAGIC Intl. President Chris DeMoulin said the decision to shorten MAGIC Marketplace from a four- to three-day event was a customer-driven one.

The first abbreviated fashion tradeshow was held Aug. 25-27 at the Las Vegas Convention Center, the Las Vegas Hilton and the Las Vegas Sands MegaCenter.

DeMoulin said cutting the market down by a day wasn't an impulsive decision, but a careful one that was reached after in-depth research, including exhibitor and retailer surveys and interviews.

“The move to a three-day show was driven by both buyers and exhibitors who felt (it) provided the greatest, most efficient experience to maximize the time and resources they invest in attending,” DeMoulin said.

Keeping step with its tradeshow neighbor, Tarsus Group's Off-Price Specialist Show – Las Vegas also cut its event, from five days to four.

Held Aug. 23-26 at the Las Vegas Sands MegaCenter, the fashion tradeshow for the discounted retail clothing market reduced its dates to work around MAGIC's date cut, according to show manager Julie Ichiba.

“When MAGIC shortened their show dates, we adjusted ours since both (our) retailers and the exhibitors purchase from their show, too,” Ichiba said. “Retailers purchase from Off-Price two days prior to MAGIC opening and then return, so eliminating one day of the show made sense for retailers, exhibitors and show management.”

Most exhibitors and retailers have been satisfied with the shortened event, Ichiba added.

On the merchandise front, Nielsen Business Media's ASD/AMD Trade Show also decided to trim its dates, starting with its March 2-5 event that spanned three Las Vegas venues – the Las Vegas Convention Center, Sands MegaCenter and Mirage Casino-Hotel.

According to Chris McCabe, vice president of Nielsen Business Media's Merchandise Group, the decision to shorten the event also was based on customer feedback, as well as a strategic plan to help the show evolve through better merchandising, more defined product categories and a goal to eventually consolidate the show into two venues, rather than three.

For these reasons, coupled with customer demand, McCabe said he believes four days work for the show.

“Everyone's time is valuable, and ASD/AMD buyers are no different,” he added. “They made it clear that if we could develop ways in which they could conduct their business in less time, they would be all for it. This is a 21st century trend ... speed, efficiency, effectiveness.”

The home furnishings sector, which was negatively impacted by the mortgage crisis, also witnessed a date reduction of two major semiannual tradeshows – High Point Market and Las Vegas Market.

In both cases, exhibitor and attendee demand was cited for the changes.

Starting with its April 25-30 event, the 100-year-old, North Carolina-based High Point Market will reduce its tradeshows from seven to six days.

According to Brian Casey, High Point Market Authority president and CEO, the decision was about doing what's best for its time-conscious customers.

“It's the way of the world,” Casey said. “People are being more conscious of their time and trying to get more efficiencies out of what they're doing while they're there.”

High Point's biggest competitor, World Market Center, is taking similar steps with its semiannual Las Vegas Market.

Starting with the Sept. 14-17 event, the tradeshow will span four days, instead of five. As with High Point, World Market Center President and CEO Robert Maricich said like the other shows cutting days, the decision was made to satisfy its exhibitors and retailers.

“In general, people were coming for four days anyway,” Maricich said. “By focusing on those days, we're able to take on more excitement and make it cost-effective for people. In a day and age of cost-consciousness and effectiveness, where people are watching the bottom line with a close eye, it just seems like the right thing to do.”

Although officials from all five events said the trimming of their tradeshow dates is about satisfying customers, one can't help but wonder who really may be benefiting the most from these shortened events.

Although all sides of the equation may benefit from avoiding the hotel and travel expenses of that extra show day, with show management saving on venue rental, one representative from the exhibitor side of the industry is skeptical.

Trade Show Exhibitors Assn. President Margit Weisgal said she was concerned that although reduced show dates indeed could provide cost savings for all sides of the equation, exhibitors could be getting the short end of the stick if shows are reducing days, but not exhibiting costs.

“I would be hard-pressed to believe that any show organizer is going to lower the rate (to exhibit) because they cut the show by one day,” Weisgal added. “So, in the end, who really saves money? Another possibility is maybe the show organizers are running a bit scared. If business looks like it's going to be on a downward trend in the next year, they're thinking let's cover (our bases) now. Maybe this is an example of a pre-emptive strike.”

Although one drawback of a reduced show is a shorter period of time for exhibitors and buyers to do business, in a day and age where time and money is more valuable than ever, many see the movement to consolidate business as a trend with holding power, especially for the retail sector.

“(This is a) trend for both the apparel industry and the overall economic climate,” Ichiba said. “Everyone is cutting back on personal and business expenses.”