Association Shows Give Exhibitors Incentives

In the current economic downturn, exhibiting companies have the dual challenges of trying to save money and getting the most out of their participation in tradeshows – a problem that two association shows decided to address head-on by developing economic stimulus plans for their exhibitors.

The Graphic Arts Show's quadrennial Print, which will be held Sept. 11-16 at Chicago's McCormick Place, and The Society for the Plastics Industry's triennial NPE – The Intl. Plastics Showcase, scheduled June 22-26, also at McCormick Place, will have savings and incentives plans available for exhibitors.

According to Christopher Price, vice president of GAS, which manages Print, his company has rolled out a two-option plan for exhibitors at the show, with total savings of about $3 million or an average of as much as $165,000 per exhibitor, depending on its size, that will allow them to have either unlimited machinery material handling, primarily for companies with large machinery and booth space, or limited material handling for machinery and non-machinery.

The plan was formulated in a period of several months in response to exhibitors' comments that they may have had to downsize their booth space and bring less equipment, “which is the kiss of death for a show,” Price said.

“We went back to the drawing board, we went to Freeman, we looked into costs and we said the No. 1 thing we need at the show is equipment because the exhibitors will be satisfied if they can demonstrate equipment. It will attract more attendees and then the attendee satisfaction level will be much stronger,” he added. “We're proactively slowing down or stopping (downsizing and cancellations among exhibitors).”

Price said he expects 70 percent of the show's estimated 600 exhibitors will take advantage of the plan. In 2005, the show, which is owned by the Natl. Assn. for Printing Leadership, NPES – The Association for Suppliers of Printing, Publishing and Converting Technologies and the Printing Industries of America, drew 776 exhibitors and 62,000 attendees to a 750,000 net square foot showfloor.

Oce, a company that produces printing products and exhibits at Print, is thrilled to take part in the plan, said Sheryl Pattek, vice president of marketing services for Oce's North American print division.

“(GAS) has tried to make it as economically attractive a proposition as possible so we could bring as much innovative equipment as we have, which users are looking to see, which then draws more audience and makes it a better proposition for us as a vendor,” she added. “(GAS) has taken a really unique approach, and I commend their efforts.”

At NPE, a savings plan of a different sort is in effect for exhibitors.

The Society for the Plastics Industry will offer a one-time move-in allowance for exhibitors with more than 4,000 sq. ft. of contracted space. Those with less will get an across-the-board credit of $1.50 per square foot of space toward general contracting services from Freeman, according to SPI officials.

The total cost savings will be about $3 million, or $150 to $4,500 per exhibitor at the show, which drew 1,838 exhibitors and 47,717 attendees to a 942,524 net sq. ft. showfloor in 2006.

Gene Sanders, vice president of tradeshows at SPI, said the plastics industry is impacted by many other industries and is down along with those industries. “Our folks needed the help,” he added.

Just as with Print, Sanders said the association felt, given the economic climate, it would be hard for some of the show's large exhibitors to bring their primary processing equipment to the show – which is vital to the showfloor's success.

“It's a pretty simple equation,” he added. “If we don't have the large equipment, people won't come, and, if people don't come, we won't have a show.”

Still, Sanders said the association recognized all the show's 1,700 expected exhibitors, not just the large ones, needed help, so SPI came up with a package that was all-encompassing.

“We've had really good feedback,” he added. “Some companies are bringing much larger equipment than they had originally planned.”

Amy Ledoux, vice president of meetings and expositions for the American Society of Assn. Executives & The Center for Assn. Leadership, said exhibitors are downsizing and cutting back – and some are canceling their participation in tradeshows all together. “I think that's exactly the wrong thing to do,” she added.

Ledoux said she thinks more and more association shows are looking into ways to help their exhibitors, which will vary depending on what they're able to provide.

“I think within the next two to three years we're going to be seeing different solutions and models and relief packages,” she added. “People are coming up with new creative ways to make sure that the right exhibitors are there, because that's critical to their success.”