Head First Into the Pool


Stephanie Seeley, manager of Pool tradeshow, had the usual nightmare: No buyers show up, leaving her and her staff to scurry around the showfloor asking exhibitors, in vain, “Are you having a good show?” The only difference is that she had this nightmare two days after the show had already opened – successfully.

It’s not surprising, considering the circumstances. Feb. 12-14 was not only Seeley’s first time producing Pool on her own, it also was her first time producing any tradeshow. And this particular Pool had a few unique potential pitfalls. Acquired by MAGIC Intl. in ’05, the show for fashion’s most cutting-edge upstarts was taking place side-by-side with its corporate big sister, MAGIC Marketplace, for the first time at the Las Vegas Convention Center. And Seeley would be going it alone without Mindy Wiener, who had managed Pool’s transition from marginal renegade to big-time player.

It’s no wonder TSW Las Vegas Editor Heidi Genoist couldn’t wait to meet Seeley, and find out how things panned out.

Question: What is your background with the show?
Answer: I used to be the head buyer at American Rag, in L.A. I was there for five years, and left there last January. I had known Mindy (Wiener) as a client. She asked me to do some consulting to give the buyers’ point of view at Pool. It started there.

Q: How did that lead to where you are now?
A: I started working on small projects, making the show more buyer-friendly. I think maybe Mindy knew that she was getting ready to move on, and looking for her replacement. She started teaching me everything that she knew and passed the reins on. I officially came on in July (2007), before the last August show.
Read on...

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TSW Las Vegas is edited by Heidi Genoist, senior editor of Tradeshow Week. She can be reached at
(702) 366-1517, or by email at hgenoist@reedbusiness.com.

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