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veddatorialA Pivotal Summer NAMM ShowBy Dan VeddaWhile it would be a stretchto consider Summer NAMM inNashville a triumph—after all,attendance was down, majorexhibitors called in sick, and theeconomy is still on the injuredlist—I think it’s reasonable to callthe show a success. For my part,though, I’d call the show pivotal.<strong>The</strong> vibe at the pre-show receptionwas cheerful determination.“Regardless of attendance, we’rehere to give our guests the bestshow experience possible,” oneNAMM staffer told me. It wasnice to see the room visibly relax,though, as badges appeared andthe usual locusts descendedon the buffet to scour it clean.NAMM’s decision to continue tosupport the summer show wasmade despite pressure from thesupply side, economic woes, andseeming dealer apathy. A bustwould have been both embarrassingand costly. Likely, it wouldhave finally nailed the summershow’s coffin shut, at least for theforeseeable future. So it was bothan act of faith and courage forthe folks at NAMM to hold theshow. <strong>The</strong> decision to place thebet rather than fold the hand wasa high-stakes gamble.But it was not a bust, and thegamble seems to have paidoff. Certainly, the attendancenumbers were down (just under13,000 badges, a 26 percent decreasefrom last year), so it can’tbe called a jackpot. But using theattendance number alone is likerating a restaurant by portionsize. As the show unfolded, it becameapparent that the attendeescame to play. Some companiesthat opted for a smaller boothfound themselves swamped withtraffic that spilled into the aisles.More than 145 first-time exhibitorsscattered into the main floormix could have amped up thecheesiness factor, but insteadthe new faces lent an air of fleamarketexcitement, with a newdiscovery around every corner.On the first day, the exhibitormood was more optimistic thanI expected. So often over the lasthalf-decade of summer shows,the comment has been, “I’ll sayit’s a good show when I writesome business.” But, from thebeginning, everyone I talked to,whether sales rep or companyvice president, affirmed that theywere at the show to support theindustry and the independentdealers. Of course, they all hopedto write some business, and manyhad hedged their bets with limitedpersonnel, stripped-down booths,and lowered—or perhaps betterstated as realistic—expectations.But they were there, and the dealerswho turned out appreciated it.<strong>The</strong> dealers who attended werenotable, too. With the possibleexception of a few hour-drive daytrippers who would as likely havegone to a county fair, any dealerthere had to make an effort andspend to travel. As one exhibitorremarked, “<strong>The</strong>se are the survivors.”True, many of us aren’texactly sailing through the year,and survival may simply mean theheart is still beating. But the factthat a dealer came to this summershow is a strong testament to tenacity.Everyone was out lookingfor solutions, profitable products,and relationships.Solutions were easy to find, fromNAMM’s Idea Center sessions toinnovative programs from manufacturers.(Props to the folks at AccessBags & Cases, for example,for a truly clever take on customlogo gig bags). Just walking thefloor was a brainstorming session—theideas were everywhere.It’s in the area of profitableproducts that I found the greatestsurprises. After more than 25years in the industry, I know howrare it is to find a product thatmeets a gold standard of quality,price bracket, and profitability.Satisfying two of the criteria—forexample, attractive price, highprofitability, but compromisedquality—is common. But to havea high-quality product that theconsumer feels is affordable,while being able to make a goodmargin…well, that’s almost a pipedream in MI. Yet we found morethan a dozen examples—instrumentsand accessories alike—that qualified. What’s more, thebuy-ins were reasonable and thecompanies were cordial and welcoming.I have strong memoriesof being rebuffed by manufacturerswith a hot product, or treatedto a sales pitch that informed meI’d need to take on an entire lineof unmovable products just tohave the privilege of carrying themoneymaker. Not so this time.That final area, relationships, iswhere I believe the show wasmost valuable, though. Our attendancesent the message that,no matter what, we were fighting.Despite the economy, we werelooking for ideas and productsand making our business adapt,rather than just hunkering downand hoping. Manufacturers respondedwith encouragement andopportunities, and those opportunitieswere within reach. I trulyappreciated their concern for ourbusiness and their willingness tostretch to make things work forus. As I’ve said before, if the returnof personal relationships andtrue partnerships is the outcomeof all the turmoil we’re goingthrough, then, in some measure,it is worth it.As close and conservative asmost companies are, particularlywhen it comes to trade showresults, I had several companiestell me—on the record—that theshow was successful by any standardfor them. Hal Leonard VPDavid Jahnke gave me the bestquote, hands down. “I feel sorryfor the dealers and manufacturersthat didn’t attend the show,” hetold me candidly.He’s right. Props to Joe Lamondand the NAMM crew for takinga stand and providing a venuewhere the healing began. Forall the upheavals, bad blood,failures, double-crosses, andmisunderstandings, we are still afamily, though sometimes a feudingone filled with more grudgesthan a Sicilian grandmother. (AndI had a Sicilian grandmother, soI know.) NAMM invited us all todinner and got us talking.Now, as we talk, we’re also at acrossroads where manufacturingtechnology provides affordablequality. <strong>The</strong> room was laced withsmall, new, innovative companies.And finally, we’ve been throughenough the last 10 years that weknow who our friends are. That’swhy I call it pivotal.Dan Vedda is the owner of Skyline<strong>Music</strong> in Westlake, Ohio.<strong>Music</strong> & <strong>Sound</strong> <strong>Retailer</strong> 31
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