Licensing Intl. to Vegas After 28 Years in N.Y.

LAS VEGAS—Even if an independent tradeshow organizer believes the licensing industry needs another tradeshow, many exhibitors and attendees at the recent Licensing Intl. Expo, held June 2-4 at Mandalay Bay Resort & Casino in Las Vegas, begged to differ. Officials with some New York-based companies said they enjoyed the convenience and reduced expense of participating in an event on their home turf, but many others were pleased with the show’s recent move to Las Vegas and said the tenured event for the $191 billion licensing industry is the only event they need.

According to Georgiann DeCenzo, executive vice president of the show’s owner, Advanstar Communications, after 28 years in New York City, Licensing Intl. Expo needed a new venue with room for it to grow, a more cost-effective destination that was able to offer more conveniences and easier transportation options. Las Vegas fit the bill and will be the show’s home for the foreseeable future, DeCenzo said.

But Linda Cohen, president of Trade Show Events, said not everybody has been pleased with the move. She said those exhibitors and attendees who wish to remain in the Big Apple should have the option of another New York-based event, and she plans to fill that need.

Enter The Licensing Show in New York City, set to launch April 20-22 at the Jacob K. Javits Convention Center of New York, former home of Licensing Intl. After Advanstar’s announcement in February 2008 of the move to Las Vegas, Cohen said she reached out to more than 200 Licensing Intl. exhibitors and attendees and discovered they didn’t want to go anywhere.

“People were just not happy with the move,” she added. “They felt that New York was a better place for the show. As a result, we worked with Javits Center and were able to secure space for the next three years and offer people an option.”

More than 100 exhibitors have tentatively secured booth space so far, she added.

DeCenzo said she believes those upset with the move to Las Vegas represent a minority.

“The people who prefer to stay in New York are the New York-based people,” she added. “For 28 years, they didn’t have to stay in a hotel. If my attendees and exhibitors feel there’s somewhere else they’d rather be, then that’s how they feel, but my job is to put on a world-class event and give them a level of customer service that will keep them coming back.”

DeCenzo said most exhibitors and attendees she’s spoken with are thrilled with the new destination and the greater networking opportunities the city has afforded. With so many hotel properties and restaurants within walking distance, the event has been a home run for those looking to extend business beyond showfloor hours, a feat that wasn’t as easy or convenient to accomplish in New York, she added.

On a bustling showfloor occupied by a wide cross section of exhibiting companies, including top entertainment, video game and toy brands, serious business appeared to be taking place inside special meeting areas within brightly decorated booths. Although aisle traffic wasn’t heavy, participants took advantage of networking opportunities in the many seating areas spread throughout the floor.

According to DeCenzo, attendance turned out much better than expected under the current economic conditions, down only 10 percent from last year’s 25,000 attendees, while approximately 400 exhibiting companies spanned a showfloor 5 to 8 percent smaller than last year’s 200,000 square feet at the Javits.

Although most participants had heard about the new upstart licensing event, many didn’t see a reason for another industry show when, they said, this one gave them what they needed.

Exhibitor Itay Arad, CEO of Fashion Snoops, said even though his company is based in New York, he would stick with the Advanstar event in Sin City.

“I’m very happy about it,” he added. “All the big guys and buyers are here. You’ve got to have power behind you to have a show be meaningful.”

Attendee Cindi Champion, marketing product manager at Checks in the Mail, said she, too, would stick with Advanstar’s event, as long as the big companies remained loyal.

“Unless something phenomenal happens, I’m staying with this show,” she added. “People are going to go where their licensers go.”

Cohen said she plans to check in with exhibitors and attendees after the Las Vegas event and secure more space commitments.

“We’ll be in touch, and, at that point, (exhibitors) can make a decision about what they want to do,” she added. “We want people to really evaluate it, because it’s a big decision, and we know that.”

Despite the new competition, DeCenzo said she is confident of the strong, loyal following for her event and the value it brings to the industry.

“Anybody can put up a shingle and say they have an event, but we’ve been in the licensing industry for 12 years,” she added. “We know the industry, we know the players and I’m confident about our position.”