Trade Show Executive

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FEATURE Continued from page 43 with sales and exhibit services for a show in August. “I think we can grow participation,” said Johnson. “In the next six weeks, we plan to announce the launch of a new symposium with small exhibit component that is expected to grow,” said Johnson. In addition, he said they are planning to launch a Christmas Festival to fill the center during a soft occupancy period. The GHCVB has been partnering on a number of trade and consumer events over the last four years. In November 2012, GHCVB partnered with Vinnie Polito, managing director, VP International, to launch Total Energy USA, an event that will be held annually in Houston. “We have a minority stake in the show,” said Ortale. “The bureau supports six events in terms of cash flow in the form of an ownership investment and share of profit or a loan paid back with interest.” “We’ve had some winners, like Comicpalozza, the Texas International Comic Con, and some have been less successful,” said Ortale. “But I think we are on the right track. We will be making an announcement about another business-to-business show launch at the end of February. ” Alternate Revenue Streams A number of buildings are looking at repurposing convention space for other uses. “We continue to chase sustainable revenue streams beyond the traditional trade show and convention,” said Kevin Duvall, chief operating officer for the Georgia World Congress Center (GWCC) in Atlanta. “We have helped to locate the College Football Hall of Fame on our campus in a parking lot adjacent to Building A (opens Fall 2014) with their offices in Building A. That will drive additional parking and space rental revenue for the GWCC.” In addition, GWCC has signed an agreement with Junior Achievement to house its discovery center for the next 10 years. “They will pay us an annual rental,” said Duvall. “We also rented some of our exhibit space to a movie production company for a sound stage for six months. However, we haven’t repurposed any exhibit space permanently.” Many others are looking at increasing advertising and sponsorship revenues as the economy picks up some steam. “We installed digital inventory (marquees and monitors) around the building and offer a revenue share to customers, as well as look for longer-term advertising opportunities,” said Duvall. The Metropolitan Pier and and Exposition Authority (MPEA) in Chicago is generating additional revenue from its hotel. McCormick Place's losses — which increased from $21.6 million in 2011 to $26.6 million in 2012 — are partially offset by revenue from the hotel associated with the convention center, which brought in $15.7 million in operating income in 2012, compared with $14.5 million in 2011. “I think there are about 10 convention centers that are generating revenue from adjacent hotels,” said Rooney. Impact on Show Organizers Whether or not a new model will take hold and what that model might look like remains to be seen. “There’s not a one-size-fits-all solution for convention centers,” said Hawarden. What works in one city may not work in another. “I applaud Boston’s entrepreneurial spirit, but it will have an effect on the competitive landscape,” said DuBois. “We need to agree as an industry on wider metrics of success beyond a facility's P&L statement and talk about that impact in a language city leaders and residents understand: sales generated, taxes generated and jobs created,” said Isley. “DMAI is commissioning a study by Tourism Economics to look at this issue.” The study is due out later this Summer. Expect to hear more discussion on this topic at industry events like IAEE and IAVM. “This is the single biggest issue facing our convention center members,” said IAVM’s Hawarden. “They are under tremendous pressure by local governments to break even or generate a profit.” But some wonder whether government entities should be in the business of generating revenues, competing directly with for-profit or association customers. “If you look at it honestly, for-profits and associations are subsided by taxpayers under the current model,” said Rooney. “I understand the argument, but the lines are blurring in almost every industry in America. Government and business are blending and merging.” Others agree. “It’s a flawed business model, and it needs to be addressed,” said Johnson. “I think we are headed for a watershed moment sometime soon.” “I don’t know if we are going to turn a corner on the model if we do something differently,” said Rooney. “And I don’t know what the model will look like 10 or 20 years from now, but it’s clearly unsustainable to keep ‘giving the building’ away. It’s short-term thinking. If shows are signing deals for free space in 2023, I think I’d be concerned over what that building might look like in 2023.” Reach Jim at (617) 954-2470 or JRooney@ massconvention.com; Johanna at (617) 954- 2141 or jstorella@massconvention.com; David at (972) 687-9204 or ddubois@ iaee.com, Vicki at (972) 906-7441 or Vicki. Hawarden@IAVM.org, Bob at (504) 582- 3001 or bobjohnson@mccno.com, Kevin at (404) 223-4000 or KDuvall@GWCC.com; Greg at (713) 437-5201 or gortale@ ghcvb.org; Vicki at (202) 835-4203 or visley@destinationmarketing.org Contributing editor DANICA TORMOHLEN, who served as editor-in-chief and publisher of EXPO magazine, has covered the trade show industry since 1994. She has won numerous awards for outstanding editorial, including the Folio: Award, APEX Award and Azbee Award for Editorial Excellence. Tormohlen is active in the trade show and publishing industries, serving on various committees for the Int’l Association for Exhibitions and Events. She currently serves on the board of directors for American Society of Business Publication Editors. She can be reached at (816) 803-8103 or danicat@tradeshowexecutive.com. Follow her on Twitter @DanicaTormohlen 44 March 2013 | Trade Show Executive
It’s a deal. Here’s my card. Great meeting you! Let’s do lunch. Sounds good to me. Can’t wait to get started. That’s exactly what I need. Think about how valuable a feature story in a major news publication could be to your show. Now is the time to share our stories. Our events make a difference to both attendees and exhibitors. Every exhibition produced, every connection made, every face-to-face event launched results in dozens of unique and inspiring success stories. “Click Here First” amplifies the extraordinary value of the industry in a relevant and collective voice to heighten awareness in the media. We want to be heard by the key influencers in a way that effects real change to fuel the power, and importance, of exhibitions and events. Your involvement is essential—share your stories today by sending them to clickherefirst@iaee.com. To see some examples of success stories, visit www.clickherefirst.org.
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Trade Show Executive

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