Retail Shows Take a Beating in August, except for MAGIC BY DARLENE GUDEA, president; CAROL ANDREWS, editor-at-large; and HIL ANDERSON, senior editor

Transcription

1 TSE DASHBOARD Retail Shows Take a Beating in August, except for MAGIC BY DARLENE GUDEA, president; CAROL ANDREWS, editor-at-large; and HIL ANDERSON, senior editor Oceanside, CA With the exception of MAGIC Market Week s stellar performance, trade shows serving the retail sector in August hit the skids and brought down the averages in Trade Show Executive s Dashboard of Monthly Trade Show Metrics. Most merchandise, gift and apparel shows dropped in size. Yet no matter the sector, 13 out of 18 shows were in the red in at least one of the three metrics of trade show performance: net square feet (nsf) of exhibit space, number of exhibiting companies and attendance, leading to a dismal performance for the month. Collectively, the 18 shows surveyed for TSE s Dashboard experienced the greatest growth in exhibitor totals, up a decent 2.7% from last August. Exhibit space was flat at 0.7%. Attendance drifted lower by (0.2)%, ushering in a substandard performance for the month. August belonged to the for-profit side of the trade show industry. The top three managements among the 18 shows included on the Dashboard were all independent show organizers Advanstar Communications, Inc., Emerald Expositions and GLM. Advanstar led the charge with the August edition of MAGIC Market Week, the semi-annual retail apparel extravaganza that topped the 1 million net square feet mark. Emerald and GLM followed in the gift sector with ASD Las Vegas at 664,229 nsf and NY Now at 530,000 nsf. For the Dashboard statistical analysis, TSE used adjusted figures, which excluded outliers. Only one show was considered an outlier in the attendance metric: the American Academy of Dermatology Summer Academy Meeting, which grew more than 2 in attendance. The other Dashboard shows contributed to an adjusted total of 3,259,300 nsf for the month of August; 14,712 exhibitors; and 281,735 attendees who no doubt enjoyed the air-conditioned aisles during the dog days of Summer. MAGIC Kingdom. With double-digit growth in exhibit space, MAGIC Market Week in Las Vegas topped the 1 million nsf mark. Attendance and exhibitor growth also outperformed the monthly benchmarks. The TSE Dashboard found the per-show average was 181,072 nsf, 817 exhibitors and 16,573 attendees. Seven of the 18 shows surveyed featured 100,000 nsf or more of exhibit space. Four of the shows were ranked on the TSE Gold 100 roster of largest. There were also four events on the TSE Fastest 50, which ranks the fastest-growing shows. Four of the 18 shows reported gains in all three metrics. Three shows reported across-the-board declines, including the Great American Trucking Show (GATS) in Dallas. The 2012 GATS had been cruising along in both the Gold 100 and Fastest 50 rankings, but reported a (10.7)% decline in exhibit space to 167,700 nsf this year. Attendance slid (4.3)% but remained strong at 46,536 delegates and qualified buyer attendance was up, according to Randall-Reilly, show management. Mixed Gift Bag August included two major gift shows serving the pre-holiday consumer market, which many people are counting on to prod the entire U.S. economy forward. But both ASD Las Vegas and NY Now reported mixed results. ASD Las Vegas welcomed 2,735 exhibitors, a solid 15.7% increase over But Emerald Expositions also experienced a disappointing (2.8)% decline in exhibit space, but still spanned a respectable 664,229 nsf. Emerald made a big move prior to the show by bringing in Sourcing at ASD, a co-located event that featured the gamut of consumer products from overseas, including such heavyweight importers such as China, India and Mexico. Sourcing at ASD was launched to provide U.S. distributors and wholesalers an opportunity to connect with the overseas producers of the majority of products that wind up on U.S. store shelves. By aligning supply chain leaders in front of the key Continued on page October 2013 Trade Show Executive

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3 TSE DASHBOARD August included two major gift shows serving the pre-holiday consumer market, which many people are counting on to prod the entire U.S. economy forward. But both ASD Las Vegas and NY Now reported mixed results. Continued from page 30 decision makers at an event they already attend, business opportunities are made possible that weren t before, said Chris McCabe, Emerald senior vice president. This offers buyers a cost savings by cutting their travels around the globe to find new products or source new suppliers. The metrics for NY Now were up, down and flat. Attendance at the show once known as the New York International Gift Fair grew by 3.6% over last year to 51,000 and the number of exhibitors was unchanged at 2,800. Exhibit space, however, slipped (2.8)% to 530,000 nsf. GLM reorganized the exhibit floor into distinct product areas, which may have contributed to the slight decline in net square footage, but show managers considered the re-design a roaring success because it made more sense to the exhibitors and attendees who have navigate the broadly horizontal show. The energy was palpable among both buyers and suppliers, said Christian Falkenberg, show director and GLM senior vice president. Growth Leaders It seems the massive MAGIC can do no wrong. The August edition was not only the largest show on the Dashboard but also chalked up another year of double- 1 Trade Show Executive Dashboard Snapshot MONTHLY AND CONSOLIDATED OVERVIEWS NET SQUARE FEET OF PAID EXHIBIT SPACE 2010 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG EXHIBITING ORGANIZATION 2010 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT 0.7% JAN FEB MAR APR MAY JUN JUL AUG SEP OCT JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TOTAL ATTENDANCE 2010 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG 2013 JAN FEB MAR APR MAY JUN JUL AUG 2013 (0.2)% JAN FEB MAR APR MAY JUN JUL AUG 2013 t Flat Floors. Exhibit space crept up a modest 0.7% in August, continuing a trend of fi ts and starts that has taken place all year. Seven of the 18 shows in the Dashboard topped 100,000 nsf. t Flatter Crowds. Attendance at August shows drifted slightly below 2012 levels but was basically unchanged. Although still in the red, the attendance decline of (0.2)% marked a rebound from July when attendance was off (2.8)%. 32 October 2013 Trade Show Executive

4 digit growth in exhibit space. Advanstar s management team increased the exhibit space sales to 1,062,151 nsf, a hefty 11. increase to a show that last year was the fourth largest trade show in the nation and the largest semi-annual show. The number of exhibitors at MAGIC was up 4.3% and attendance was estimated at 70,000, 5.9% over 2012 s banner year. A good share of the growth came from the shoe department. As international brands continue to see robust retail sales here in the U.S., they are attending FN PLATFORM in record numbers to gain market exposure and take advantage Continued on page 34 Regifting. The aisles at Javits Center were busy with buyers during NY Now, the rechristened New York International Gift Fair. Attendance was up 3.6% although exhibit space declined. NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG % YEAR-OVER-YEAR August August GROWTH Net Square Feet 0.7% 1.8% Exhibiting Organizations 2.7% 2. Total Attendance (0.2)% 2. NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG 2013 t High Point. The number of exhibitors taking part in trade shows in August was the high point of the TSE Dashboard. Exhibitors increased 2.7% and have been in the black every month since Spring. 2013, Trade Show Executive Magazine, Oceanside, CA 1 CONSOLIDATED QUARTERLY OVERVIEW 2010 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q NSF Exhibitors Attendees Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q % 2.6% 1 CONSOLIDATED ANNUAL OVERVIEW t Attendance Shines in Q2 (left). The show metrics for the Second Quarter of 2013 were all in positive territory. Attendance was the brightest spot with a 4% increase over Q Exhibitor growth was a quiet 1.8% but the amount of space they booked was up 2.6% for the quarter. t Respectable Growth (right) took the trade show industry on the same moderate growth path as Of the three metrics, attendance growth was in the lead. October

5 TSE DASHBOARD p A Government Exception. A speaker passes on sage advice to government purchasing agents at the NGIP Annual Forum. Despite sequestrations and shutdowns, attendance at the show was up 4.7%. q Gifts Galore. ASD Las Vegas had an extensive array of gifts and other consumer goods that will be hitting store shelves this Fall. The number of exhibitors jumped 15.7% but exhibit space was down. Continued from page 33 of our large retailer audience, said Leslie Gallin, Vice President of Footwear at Advanstar. The National Institute of Governmental Purchasing (NIGP) Annual Forum & Exposition might seem like long shot in the era of government spending rollbacks, but that was not the case for this show. Although a relatively small 24,100 nsf, the exhibit floor was still 3.9% larger than it was last year. Exhibitor count was up 4. and attendance climbed 4.7%. The education agenda emphasized best practices at a time when government agencies of all sizes have little margin for error when it comes to spending money. Although medical shows in general remained sluggish, three shows reflected plenty of spark in certain metrics. The AAD, American Academy of Dermatology Summer Academy Meeting, hit a home run with attendance at its Boston event skyrocketing 29.3%. The American Association of Nurse Anesthetists (AANA) saw its exhibit space increase 7.1% to 16,200 nsf although attendance was basically flat and the number of exhibitors actually declined (3.6)% to 162. The AANA said interest in the exhibit hall was high and 6 of its attendees had the authority to make purchasing decisions. The American Academy of Family Physicians (AAFP) National Conference of Family Medicine Residents & Medical Students is a niche event targeting aspiring doctors who will eventually take the plunge into private practice. It appealed to younger members of the AAFP and to the exhibitors who will be counting on them as customers in the coming year. Exhibit space in Kansas City grew to 49,700 nsf, a 2.9% increase over last year when the conference was held in the same location. The number of exhibitors increased 8.3% and the crowd of 3,531 was up 4.8%. Top Cities Las Vegas hosted MAGIC and ASD Las Vegas plus three other Dashboard events for a total of 1,952,580 nsf. That was far above second-ranked New York, which claimed NY Now and its 544,320 nsf. Dallas was third with the GATS and Metrocon Expo & Conference for a total of 287,700 nsf. Next Month Next month s TSE Dashboard will analyze a variety of key shows across a wide array of sectors. They include a number of major Gold 100 shows such as PACK EXPO Las Vegas and Interbike, just days apart at the Las Vegas Convention Center. Chicago hosted the American Society for Radiation Oncology and San Diego had the Emergency Nurses Association Annual Conference. McCormick Place was the venue for Print & CPP Expo and ASIS International. AmericasMart Atlanta hosted the Atlanta Fall Gift & Home Furnishings Market and The Atlanta Gourmet Market. Together, they will reflect how and where the trade show industry is heading as they close out the Third Quarter. TSE 34 October 2013 Trade Show Executive

6 Trade Show Executive Dashboard AUGUST TRADE SHOW METRICS BY CAROL ANDREWS, editor-at-large BENCHMARKS: AVERAGE GROWTH NSF: 0.7% Exhibitors: 2.7% Attendance: (0.2)% TOP MANAGEMENTS* Advanstar Communications, Inc. Emerald Expositions GLM TOP CITIES* Las Vegas New York Dallas *Based on total nsf GROWTH LEADERS MAGIC MARKET WEEK AANA Annual Meeting NIGP Annual Forum & Exposition TOP INDUSTRY SECTORS* Apparel Gift Transportation August 2013 Show Site Net SF of Exhibits Exhibitors Total Attendance Qualitative Data SHOW INFORMATION 2013/ /2012 VARIANCE 2013/2012 VARIANCE 2013/2012 VARIANCE 2013 VS AAD (American Academy New York 14,320 (21.7)% 136 (3.5)% 3, % Although net square feet and of Dermatology) Summer Boston 18, ,593 exhibitors were down, attendance Academy Meeting was up signifi cantly. Dermatologists American Academy presented the latest research on the of Dermatology diagnosis and medical, surgical and cosmetic treatment of skin, hair and nail conditions. The meeting offered 29 hours of CME credit. American Academy of Kansas City MO 49, % % 3, % Resident and student attendance Family Physicians (AAFP) Kansas City, MO 48, ,370 was at an all-time high, and there National Conference of were 33 new exhibitors. The event Family Medicine Residents celebrated its 40th anniversary & Medical Students during the Expo Hall Grand Opening. American Academy There was also a blood drive to of Family Physicians benefi t a community blood center in Kansas City. AANA Las Vegas 16, % 162 (3.6)% 3, % According to post-show surveys, (American Association San Francisco 15, ,250 6 of AANA attendees make of Nurse Anesthetists) purchasing recommendations Annual Meeting and 1 make fi nal purchasing AANA decisions. 59% of attendees visited the exhibit hall all three days, and 9% spent four hours in the exhibit hall. 92% attended to get new product information and 9 attended to see product demonstrations. ASAE Annual Atlanta 69,800 (2.5)% % 5,431 (9.6)% This was a record-setting show Meeting & Exposition Dallas 71, ,010 in terms of association executive ASAE: The Center for attendance. The show topped out Association Leadership at 2,918 association executives, the highest number since There was a strong buyer/seller ratio, with 62% buyers (association staff) to 38% sellers (industry partners). ASD Las Vegas Las Vegas 664,229 (2.8)% 2, % 42,390 (4.2)% Although there was a substantial Emerald Expositions Las Vegas 683,426 2,363 44,259 increase in the number of exhibitors, the amount of space used decreased. The show launched a two-day educational series with the IMA (International Merchant Association) to provide retailers with tips on growing their businesses and insight on increasing sales, creating an ultimate sales team, and leveraging social media. The sessions were free to all ASD show registrants. 2013, Trade Show Executive Magazine, Oceanside, CA (760) Continued on next page October

7 Trade Show Executive Dashboard AUGUST TRADE SHOW METRICS Continued from page 35 August 2013 Show Site Net SF of Exhibits Exhibitors Total Attendance Qualitative Data SHOW INFORMATION 2013/ /2012 VARIANCE 2013/2012 VARIANCE 2013/2012 VARIANCE 2013 VS Fire-Rescue International Chicago 134,200 (9.1)% 442 (6.9)% 9,209 (3.2)% The IAFC's Hosted Buyer Program International Association Denver 147, ,517 matched qualifi ed buyers with of Fire Chiefs (IFAC) companies selling specifi c products and services. Special events included the 9-11 Memorial Stair Climb to honor fi refi ghters who gave their lives to save others. Participants walked the equivalent of the 110 stories of the World Trade Center, and proceeds will support the Natl. Fallen Firefi ghters Foundation. The Great American Dallas 167,700 (10.7)% 490 (3.4)% 46,536 (4.3)% Although overall registration numbers Trucking Show Dallas 187, ,621 declined this year, audience quality Randall-Reilly Business was up, with a decline in non- Media and Information qualifi eds. Highlights of the show Trade Show Executive's included the Pride and Polish Truck Beauty Competition, the Commerical FASTEST Vehicle Outlook Conference, and a driver recruitment pavilion. MAGIC MARKET WEEK Las Vegas 1,062, , % 70,000 est. 5.9% The show increased in all three Advanstar Communications, Inc. Las Vegas 952,741 4,312 66,103 measurements, most notably in net square feet, which had doubledigit growth. Trade Show Executive's FASTEST Memphis Gift Memphis 20, % 3, % The show provided the opportunity & Jewelry Show Memphis 20, ,679 for attendees to discover the newest Helen Brett Enterprises product innovations before they hit the market. Exhibits showcased unique, one-of-a-kind products. Prior to the show, exhibitors were provided up to 500 postcard announcements to mail to prospective customers/ buyers, and the show enjoyed a signifi cant increase in attendance. METROCON Dallas 120,000 No change 274 (1.4)% 2,546 (0.6)% The show enjoyed record sponsorship Expo & Conference Dallas 120, ,561 sales. New features included a fi rst- Metrocon, Inc. time Metrocon app for itunes platwww.metrocon.info forms and a mobile display unit area. The show was sold out nine days ahead of the offi cial close of sales; 17 vendors were on a waiting list. In addition to eight hours of access to the show fl oor, attendees could earn up to nine CEUs over two days. Mode Accessories Toronto 35,000 No change 225 No change 3,250 (7.1)% Exhibit space has sold out for the International Exposition - Toronto 35, ,500 past eight years and demand for Fall Collections exhibit space continues to be strong, Two Plus One Group Inc. requiring a wait list. Products exhibited included women's fashion accessories, casual apparel and other fashion items. National Institute of Orlando 24, % ,593 est. 4.7% Attendees, including state agencies, Governmental Purchasing Seattle 23, ,522 cities, counties, and educational and (NIGP) Annual Forum medical professionals, saw the latest & Exposition products and services available to National Institute of the government from a vast array of Governmental Purchasing, Inc. suppliers. 92% of attendees were principal buying decision makers. Trade Show Executive's FASTEST 36 October 2013 Trade Show Executive

8 Trade Show Executive Dashboard AUGUST TRADE SHOW METRICS August 2013 Show Site Net SF of Exhibits Exhibitors Total Attendance Qualitative Data SHOW INFORMATION 2013/ /2012 VARIANCE 2013/2012 VARIANCE 2013/2012 VARIANCE 2013 VS New Orleans Gift New Orleans 48,500 (12.0)% 255 (9.3)% 13,977 (11.1)% Exhibitors reported developing new & Jewelry Show New Orleans 55, ,719 business relationships on the show Helen Brett Enterprises fl oor. Show management's Web site was used to promote products and services prior to the show and Web listings functioned as electronic business cards for exhibitors. NY NOW New York 530,000 (2.8)% 2,800 No change 51, % The show was the fi rst under the GLM New York 545,000 2,800 49,250 new brand; the New York International Gift Fair (NYIGF) became NY NOW, the Market for Home & Lifestyle. Attendees came from all 50 states and more than 80 countries. The summer show introduced a new exhibit fl oor layout and re-organized into four new comprehensive market collections. OFFPRICE Show Las Vegas 125,000 No change 470 (7.7)% 10,500 (12.5)% The show was sold out, with 40 new Tarsus Expositions - Las Vegas 125, ,000 exhibitors. There was an increase OFFPRICE Show in "Cash & Carry" exhibitors; 25 Trade Show Executive's FASTEST of these companies took booths, when a typical show sees about 15 such exhibitors. Many exhibitors carried products up to 7 below wholesale. More exhibitors carried brand names than in the past. The SAAC Show Long Beach, CA 44,000 (10.8)% 329 (12.3)% 1, % There were 36 new exhibitors. Specialty Advertising Long Beach, CA 49, ,765 Although the amount of net square Association of California feet and exhibitors were down, there was a signifi cant increase in attendance and positive buzz about the show. Exhibitors commented on the substantial amount of business conducted at the show and the superior quality of attendees. Western Foodservice Los Angeles 49,000 est. (10.9)% 305 est. (10.8)% 7,699 est. 22.1% Although the number of exhibitors & Hospitality Expo Anaheim 55, ,304 and the amount of exhibit space Reed Exhibitions used was down, attendance enjoyed a huge increase. Special events included the Food Trends Experience and the American Culinary Federation Culinary Demonstrations. WomensWear in Nevada Las Vegas 85,000 No change 455 (0.4)% 5,000 est. No change The show sells out each time Specialty Trade Shows Las Vegas 85, ,000 est. it is held. Exhibitors included womenswear related companies that showcased clothing and hundreds of accessory lines with everything from shoes to hats, purses, jewelry, belts and scarves. DASHBOARD ANALYSIS: Net SF of Exhibits Exhibitors Total Attendance Total 3,259,300 14, ,088 (Sum of all fi gures submitted by show management) 3,237,587 14, ,023 Adjusted Total 3,259,300 14, ,735 (Excludes outliers and shows in which an 3,237,587 14, ,430 apples-to-apples comparison is not possible) Averages 181, ,573 (Based on Adjusted Totals) 179, ,614 Percentage of Growth (Based on Adjusted Totals) 0.7% 2.7% (0.2)% COMING UP NEXT MONTH: A review of shows held in September 2013, Trade Show Executive Magazine, Oceanside, CA (760) October