special report compensation trends for trade show executives

SPECIAL REPORT 

What' s 

inyour 

Wallet 

? 

COMPENSATION TRENDS FOR 

TRADE SHOW EXECUTIVES 

BY DANICA TORMOHLEN, Contributing Editor 

46 December 2011 | Trade Show Executive

Following two or sometimes three 

years of salary budget declines or 

no growth during the recession, 

compensation is expected to increase in 

2012. Even better news: Trade show compensation 

is outpacing other industries. 

From 2011 to 2012, trade show executives 

expect their compensation to increase by 

an average of 5%, according to an independent 

survey on Trade Show Compensation 

Trends by Trade Show Executive and 

Exhibit Surveys Inc. (See methodology 

sidebar below). 

By comparison, base pay for executives 

at mid-size and large companies will 

increase an average of 3% in 2012, according 

to a survey of 1,200 organizations by 

Mercer, a leading research firm. 

Trade show revenue growth in 2011 is 

likely the key reason behind the increases 

projected for next year’s compensation. 

According to Trade Show Executive’s Trending 

& Spending Forecast, annual revenue is 

expected to increase 5.6% this year. 

“In general, salaries and compensation 

froze in 2008 and 2009,” said Linda 

Lampkin, research director, ERI Economic 

Research Institute, a compensation 

analytics firm that compiles job competency, 

cost-of-living, executive compensation 

and salary survey data. “We saw 

some movement in 2010 and even more 

in 2011. In 2012, many organizations will 

see increases as employers strive to keep 

their organizations competitive.” 

But the news isn’t all upbeat. For many 

organizations, increases remain conservative 

for the coming year. “The strategy going 

forward is to wring every last drop of 

positivity out of the raises for their people, 

and turn to alternate methods, such as 

variable pay, to increase engagement, 

boost productivity and manage morale,” 

according to a forecast by Hay Group. 

TSE’s Trade Show Compensation Trends 

Survey provides some valuable industry insight 

on salaries, compensation packages, 

insurance costs and staffing and hiring 

trends. In addition, we culled audited data 

from IRS return forms to give you actual 

salaries of the top association-managed 

trade shows and reviewed financial statements 

for the handful of publicly traded 

companies in the industry to provide 

Trade Show Executive Snapshot: 

Executives who work at for-profit companies 

make 18% more than those who work at associations. 

Trade show executive compensation is 

expected to increase 5% from 2011 to 2012. 

Methodology 

Exhibit Surveys Inc. mailed e-mail 

questionnaires to 1,797 Trade Show 

Executive subscribers on Tuesday, Aug. 

16. The survey was closed on Wednesday, 

Aug. 24. The return rate was 12.3%. 

With 221 completed surveys, the maximum 

statistical error due to sample size 

is +/- 6.6% at the 95% confidence level. 

35 % 

68 % 

34 % 

of trade show executives expect to increase 

staffing levels in 2012. The average increase 

is expected to be 7%. 

of executives reported that insurance 

costs have increased in the last year. 

The average increase was 14%. 

of trade show executives report they 

will use new motivation methods for 

top performers. 

www.TradeShowExecutive.com | December 2011 47


actual salaries of their top executives. Finally, 

TSE interviewed leading trade show 

executives and HR professionals to offer 

some qualitative perspective to enhance 

the quantitative data. 

Overall Compensation 

Overall compensation budgets are generally 

expected to increase by 3% in 2012, 

according to Mercer and Hay Group. And 

the trade show industry seems to be in line 

with other industries. “Overall compensation 

budgets are expected to increase 

by 3% in 2012,” said Jane Allen, head of 

reward for UBM. Connie Olivares, an HR 

generalist with Questex Media Group LLC, 

agreed. Questex’s overall compensation 

budget is also increasing by 3%, she said. 

But that doesn’t make up for the 

years when there were no raises during 

the recession. “While these increases are 

consistent with forecasted base salary 

increases for 2011 that were reported 

in June 2010, they are well below the 

4% increases seen from 2005 to 2008,” 

according to a report from the Hay 

Group. “After factoring in annualized 

consumer price index growth at 3.6%, the 

resulting pay movement for 2012 is a net 

loss of 0.6 percentage points.” 

Continued on page 50 

TSE Snapshot: Compensation Packages 

100% 

1 

WHICH OF THE FOLLOWING DO YOU OFFER 

AS PART OF A COMPENSATION PACKAGE? 

80% 

60% 

40% 

20% 

0% 

Medical 

Insurance 

Dental 

Insurance 

Bonus 

Life 

Insurance 

401(k) 

Company 

Match 

Vision 

Plan 

Disability/ 

LTC 

401(k) 

No Match 

Profit 

Sharing 

Independent/For-Profit 

Associations 

Pension 

Relocation 

© 2011 by Trade Show Executive Media Group, Oceanside, CA (760) 630-9105 

48 December 2011 | Trade Show Executive



Income has fallen since the new millennium 

began, and it isn't expected to catch up until 2021, 

according to a survey of economists' forecasts. 

TSE Snapshot: Average Executive Salaries 

By Gross Revenue 

2011 Base Salary Bonus Additional Comp. Total Comp. 



TSE Snapshot: Staffing & Hiring 

1 

2 

WHAT CHANGES, IF ANY, 

DO YOU EXPECT IN 

STAFFING LEVELS IN 2012? 

While more than half expect 

their organization to 

remain at the current staffing 

levels, a third expect to 

increase staff next year. 

52 December 2011 | Trade Show Executive 

8% 

Decrease 

57% 

No Changes 35% 

Increase 

PLEASE SELECT YOUR LEVEL OF AGREEMENT WITH EACH OF THE FOLLOWING 

STATEMENTS REGARDING THE TRADE SHOW JOB MARKET IN 2012: 

Buyers Market 

(easy to find a job) 

3 

Seller's Market 

(easy to recruit) 

Neutral 

Weak Market (limited 

jobs, low turnover) 

WHAT HIRING ACTIVITY DOES YOUR ORGANIZATION FORESEE 

IN 2012 FOR EACH OF THE FOLLOWING STAFF LEVELS? 

Executive 

Management 

Exhibition 

Management 

Conference 

Management 

Sales & Marketing 

Management 

All other staff 

0% 

Strongly Agree/Agree 

0% 

Greatly/Somewhat Increase 

20% 

20% 

40% 

Neither Agree nor Disagree 

40% 

Remain at Current Level 

60% 

60% 

80% 

80% 

100% 

Disagree/Strongly Disagree 

100% 

Greatly/Somewhat Decrease 

Continued from page 50 

Staffing & Hiring Trends 

When it comes to hiring, the trade show 

industry appears to be bouncing back 

quicker than other industries. According 

to the Bureau of Labor Statistics, the 

unemployment rate edged down slightly 

to 9.0% in October, after remaining at 

9.1% from July through September. In the 

trade show industry, about one-third of 

organizers expect to increase staffing levels 

in 2012 while 57% expect no change. 

The average increase is expected to be 7%. 

The staff reductions seen during the 

recession appear to be over, with only 8% 

of executives expecting a reduced head 

count in 2012. “After reducing our staff 

by 10% last year, we aren’t expecting any 

further reductions,” said Kevin Johnstone, 

director of trade shows for NAMM, the 

National Association of Music Merchants. 

But don’t expect to see rapid growth 

in staffing, particularly early in the year. 

“We are taking a cautious approach to 

hiring,” said Chris Brown, executive vice 

president of conventions and business 

operations for the National Association 

of Broadcasters. “Our board tends to be 

conservative because of what’s happening 

at their businesses.” 

One-third of executives foresee increasing 

sales and marketing staff in 2012, 

and one-quarter expect increases in other 

support staff. A number of executives 

interviewed said they are adding administrative 

and entry-level staff to fill positions 

that were cut or not filled during the 

downturn. In addition, some are looking 

to outsource more, particularly for international 

sales and marketing. 

Executives expect it to be a seller’s 

market next year. More than two-thirds 

of executives said it will be easy to recruit 

candidates in 2012. No surprise, they also 

reported that it will be a weak market 

with limited jobs and low turnover. 

Employee Benefits & 

Insurance Cost Trends 

Like other industries, insurance costs for 

trade show organizers continue to rise, 

with 68% of executives reporting that 

insurance costs have increased in the last 

year. The average increase was a high 14%. 

For-profits are more likely to increase co- 

Continued on page 54



TSE Snapshot: Benefits & Insurance Costs 

1 

2 

HAVE INSURANCE 

COSTS FOR YOUR 

ORGANIZATION INCREASED 

IN THE PAST YEAR? 

Insurance costs have 

gone up for two-thirds 

of organizations. 

HOW ARE YOU DEALING WITH 

THE RISING INSURANCE COSTS? 

Increased Co-Pays 

3 

Increased 

Premiums 

Absorb the 

Cost Increases 

Our Organization has 

Changed Providers 

30% 

20% 

10% 

0% 

0% 

WHAT TRENDS DO YOU SEE 

IN EMPLOYEE BENEFITS IN THE NEXT 2 TO 3 YEARS? 

Employees 

Cover More 

Health 

Insurance Costs 

No 

Changes 

Decrease 

Benefits 


Don't Know 

6% 

26% 

No 

68% 

Yes 

20% 40% 60% 

More 

Flex/ 

Comp 

Time 

More 

Work 

From 

Home 

Increased 

Insurance 

Costs 

More 

PTO 

Potentially 

Increase 

Benefits 

Independent/ 

For-Profit 

Associations 

Increase 

Bonuses/ 

Commissions/ 

Profit Sharing 


pays for employees, while associations are 

more likely to absorb increases. 

No matter the type of organization, 

there’s a lot of uncertainty about how 

insurance costs will impact employee 

benefits in the coming years. “No doubt, 

there’s an upward pressure on insurance 

costs,” said Mark Pursell, senior VP of 

exhibitions, marketing and sales for the 

National Association of Home Builders. 

“I’m not sure not if we’ve seen the full impact 

of the president’s health plan on the 

costs. In the short-term and mid-term, I 

don’t foresee any major changes to benefits, 

but that could change on a dime.” 

According to the Bureau 

of Labor Statistics, 

wages and salaries 

make up about 70% 

of compensation costs 

while benefits make 

up the remaining 30%. 

According to the Bureau of Labor 

Statistics, wages and salaries make up 

about 70% of compensation costs while 

benefits make up the remaining 30%. 

Overall, associations are more likely 

to offer benefits other than medical 

insurance while for-profits are more 

likely to offer bonuses. For example, a 

higher percentage of associations offer 

dental insurance, life and disability 

insurance, vision plan and 401(k) match. 

In addition, one-fifth of associations still 

offer pensions. 

Only half of for-profits offer a 401(k) 

with a company match. Several for-profit 

companies interviewed for this article 

said they suspended company matches 

for 401(k) programs during the recession, 

and they aren’t planning to reinstitute 

matching dollars in 2012. “We suspended 

401(k) matching, and we haven’t brought 

it back yet,” said Karin Fendrich, CPA, 

COO, National Trade Productions Inc. 

“Surprisingly, it hasn’t been a problem in 

terms of recruiting.” 




TSE Snapshot: Motivating & Rewarding 

1 

2 

GOING FORWARD, IS YOUR 

ORGANIZATION DOING 

ANYTHING DIFFERENTLY TO 

MOTIVATE AND REWARD 

TOP PERFORMERS? 

NEW AND DIFFERENT METHODS USED 

TO REWARD TOP PERFORMERS 

Performance 

Based Incentive 

Sales Lead/New 

Business Incentive 

Change Bonus 

Structure 

Profit Based 

Incentive 

Rewards/Gift Cards/ 

Employee of the Month 

Incentives (Not 

Defined)/Bonus Pool 

Vacation 

“A portion of annual budgeted salary pool is earmarked for year-end 

payment if annual budget is met.” 

“Bonuses and percentage increases are now weighed more heavily on 

performance with increased compensation for high performers and 

decreased compensation for low performers.” 

“Changing sales plans with more commissions at higher rates on 

incremental sales.” 

“Greater rewards for new business and increased share of market. Incentive 

to contribute / help develop new products.” 

“Company-wide sales lead and collaboration incentive, as well as timeline 

incentives for operations and marketing, and performance incentives for all 

employees based on the events they work on.” 


66% 

No 

34% 

Yes 

0% 10% 20% 30% 40% 50% 


Many organizations are also offering 

more benefits and perks that don’t have a 

direct impact on the bottom line. For example, 

a number of show organizers are offering 

more flex time and scheduling, more 

telecommuting and more paid time off. 

Motivating & Rewarding 

Top Performers 

Across all industries, the gap in pay 

between the highest- and lowest-performing 

employees is likely to widen. More 

than two-thirds of employers said they 

use some type of pay-for-performance 

program to differentiate pay and retain 

top talent, according to Mercer. In 2012, 

Mercer reports that top-rated employees 

are likely to see average pay raises of 4.4% 

while the lowest-rated employees typically 

will see pay virtually unchanged. 

In the trade show industry, executives 

surveyed report that top performers can 

expect an average increase of 3% in 2012. 

Top performers in sales and marketing 

management can expect a bit of a higher 

increase next year at 3.5%. 

“The gap is increasing, but it’s gradual,” 

said UBM’s Allen. “In a pay-for-performance 

culture, top performers may get 

above the standard increase, while the those 

who are under-performing may not get an 

increase.” Allen said that UBM uses management 

performance bonus plans, tied to 

achieving revenue and customer objectives 

to differentiate pay and retain top talent. 

Others are doing the same. “We’ve 

identified A, B and C players in each department,” 

said one trade show executive 

who produces a TSE Gold 100 trade show. 

“C performers may get 0 to 3% increases, 

B players may get a 3% to 5% increase, 

and A players may get 5% to 8%.” 

Most executives say they use a mix 

of financial and strategic objectives to 

determine compensation. “Forwarding 

the performance of the organization’s 

objectives drives compensation 

decisions,” said Cox. 

More than one-third of trade show executives 

report they will use new motivation 

methods for top performers. For example, 

they are using performance-based incentives, 

sales lead/new business incentives, 

changing bonus structures and profit-based 

incentives. While none of these methods are 




unique, they are most likely applying them 

differently than in the past. 

“For vendors and employees without 

influence on revenue, compensation 

is based on managing their budgets,” 

said Gene Sanders, senior vice president 

of trade shows for the Society of the 

Plastics Industry. “If it’s driven by sales, 

compensation is based on what they bring 

it and when. In an organization like ours 

that’s on a three-year show cycle, the more 

quickly you can make the money, the 

better it is for us in terms of cash flow.” 

How To Use The Data 

The survey data can be used to compare 

your salary to others who work on shows 

with similar revenue, net square feet 

and attendance. “The most important 

considerations for compensation are size, 

as measured by revenue, geography and 

the industry served,” said Lampkin. 

But it’s important to keep in mind 

that of the 215 respondents, 70% reported 

the gross revenues for all the shows 

they produced is less than $10 million. 

Highly compensated executives simply 

don’t respond to surveys. To get a more 

accurate picture of the universe, TSE is 

presenting the supplementary data on 

executive compensation at the top shows 

managed by associations and publicly 

traded companies. 

In addition, the survey data can be 

used to benchmark your organization’s 

benefits package, hiring and staffing 

activities, motivation techniques and 

rewards for top-performing employees, 

and insurance costs against others. 

Reach Linda Lampkin at (202) 306-7333 or 

linda.lampkin@erieri.com; Connie Olivares at 

(212) 895-8240 or colivares@questex.com; Chris 

Brown at (202) 429-5335 or cbrown@nab.org; 

Karin Fendrich at (703) 683-8500 or kfendrich@ 

ntpshow.com; Kevin Johnstone at (760) 438- 

8007, ext. 105 or kevinj@namm.org; Jane Allen at 

+44(0) (20) 7921 5000 or Jane.Allen@ubm.com; 

Gene Sanders at (202) 974-5250 or gsanders@ 

plasticsindustry.org; Skip Cox at (732) 741-3170 

or skip@exhibitsurveys.com; Mark Pursell at (202) 

266-8477 or MPursell@nahb.org 

To cull this data, Trade Show 

Executive reviewed the 2010 

financial statements and annual 

reports for publicly traded 

companies that produce trade 

shows. There are only a handful 

of companies, and most are 

international media conglomerates 

with trade shows making 

up only a small portion of their 

overall revenue. 

Typically, these companies 

are only required by law to provide 

compensation and renumeration 

data for top executives, 

not other positions (like trade 

show executive management). 

Financial statements and annual 

reports for 2011 will not be available 

until early next year. 

Trade Show Executive has 

presented actual base salaries, 

bonuses and total compensation 

for the top executives. In 

addition, we’ve provided total 

company revenue and total 

event/trade show revenue. 

TSE Snapshot: Executive Salaries for Publicly Held Companies 

2010 Company Revenue Event/Trade Base Other Total 

Show Revenue Salary Compensation Compensation 

UBM £156.4m ($249.0 million) £310.0m ($493.6 million) 

Top Exec £603,160 £956,655 £1,559,815 

($960,354) ($1,523,191) ($2,483,546) 

Reed Exhibitions 

Reed Elsevier £6,055m ($9640m) £158m ($252 million) 

Top Exec £1,000,000 £999,000 £1,999,000 

($1,592,205) ($1,590,613) ($3,182,819) 

Tech Target $95 million $12.7 million 

Top Exec $570,000 $334,431 $904,431 

Exhibitions 

Informa £1,226.5m ($1952.8 million) £110.4m ($175.8m) 

Top Exec CHF 1,190,000 CHF 1,555,000 CHF 2,745,000 

($1,313,983) ($1,717,011) ($3,030,994) 

dmg::events 

DMGT £1,984m ($3.16 million) £110m ($175 million) 

Top Exec £850,000 £440,000 £1,290,000 

($1,353,375) ($700,570) ($2,053,945) 

(Converted from Sterling (£) or Swiss Francs (CHF) to Dollars using current exchange rates at press time) 






TSE Snapshot: Executive Salaries of Top 20 Association-Produced Trade Shows 

Show/Association/ Show Total Assn. Base Other Total 

Executive Type Revenue Revenue Compensation Compensation* Compensation 

International CES 

Te Consumer Electronics Association $63,926,304 $72,763,659 

Top association exec $928,652 $1,558,361 $2,487,013 

Top trade show exec $249,666 $344,680 $594,346 

International Manufacturing Technology Show 

Te Association for Manufacturing Technology $10,910,156 $15,325,802 

Top association exec $150,865 $207,764 $358,629 


PACK EXPO International 

Packaging Machinery Manufacturers Institute $18,935,104 $21,174,179 

Top association exec $766,238 $418,197 $1,082,997 


SEMA Show 

Specialty Equipment Market Association $23,601,857 $26,302,267 



RECon, The Global Retail Real Estate Convention 

International Council of Shopping Centers $19,074,904 $52,999,838 



Annual National RV Trade Show 

Recreational Vehicle Industry Association $7,861,243 $11,528,365 



NAB Show 

National Association of Broadcasters $33,467,072 $47,342,776 



Florida RV SuperShow 

Florida RV Trade Association $3,047,637 $3,292,485 


Top trade show exec N/A N/A N/A 

International Home + Housewares Show 

International Housewares Association $9,736,910 $11,452,094 



Offshore Technology Conference 

Society of Petroleum Engineers $17,691,491 $34,126,407 








TSE Snapshot: Executive Salaries of Top 20 Association-Produced Trade Shows 

Show/ Show Total Assn. Base Other Total 

Association Revenue Revenue Compensation Compensation* Compensation 

International Builders’ Show 

National Association of Home Builders $37,894,756 $72,050,839 



NRA Restaurant Hotel-Motel Show 

National Restaurant Association $16,099,411 $53,220,522 



NBAA Annual Meeting & Convention 

National Business Aviation Association $16,333,375 $26,737,240 



The NAMM Show 

International Music Products Association Show $16,307,618 $18,594,924 

Top association exec $445,930 $0 $445,930 

Top trade show exec N/A N/A N/A 

InfoComm International 

InfoComm International $14,841,964 $20,895,950 



IAAPA Attractions Expo Annual Conference & Exhibition 

Int'l Attraction of Amusement Parks & Attractions $8,329,203 $10,976,883 



RSNA Scientific Assembly & Annual Meeting 

Radiological Society of North America $20,010,672 $49,746,701 



HIMSS Annual Conference & Exhibition 

Healthcare Information & Management Systems Society $18,911,358 $41,392,177 



NACS Show 

Association for Convenience & Petroleum Retailing $13,942,214 $25,585,545 



WINDPOWER Conference & Exhibition 

American Wind Energy Association $20,539,878 $32,818,257 





* Other compensation includes bonuses and incentives, retirement and deferred compensation, and nontaxable benefits 

Data supplied is for Fiscal Year 2009

special report compensation trends for trade show executives

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