TSMI's Trade Show Marketing Report

Keep Building Vegas

Now that I'm working on a huge international show that takes place in Orlando, I've come to understand that it's not just we Americans with no kids that despise going to Orlando, most Europeans absolutely abhor it. No character, artificial, no downtown to stroll around, manufactured nightlife... and kids everywhere.

That said, given all the convention center construction that took place in the late 90's and into 2001, I was surprised to find there are so few facilities capable of hosting a half million nsf event? Seems there's only Orlando, Atlanta, New Orleans, Chicago and two or three venues in Vegas.
For trade events, New Orleans doesn't work - there's no local audience to pull from. Atlanta is viewed by the Euros as even less desirable than Orlando - you have to drive uptown for the 'right' nightlife. Chicago labor costs and hotel rates are considered too high. Which leaves Vegas.

Vegas has always been a fascinating venue to consider. Like New Orleans, there's plenty to do at night, but, also like New Orleans, there's little in the way of a local audience to draw from. Yet in Vegas this has never seemed to matter. Nor does it matter that an East Coaster can't fly out after 3pm (unless it's on the dreaded red-eye). The Euros love it even though it too is a 'manufactured' venue. It's simply manufactured differently.

It's odd to think that Vegas, which technically already has the capacity to host three half-million nsf events simulataneously could use even more space. But they'd sell it.

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I've never met most of these people. I haven't even heard of some of them. Although Rudolpho Zandiscora is a good friend.

Anyway, if you've got someone to nominate, there are 25 places remaining on this list of the "100 Most Interesting People in the Tradeshow Industry", so hurry up already!

Thankfully TSB is listing them alphabetically and not by popularity or votes. Otherwise I think I'd be about #75...

TSMR Goes to Italy

Back from nine days shuttling between two trade fairs in Bologna (Cersaie) and Verona (Marmomacc). Ms. TSMR came along and did sightseeing for both of us whilst I was choking on fumes from the machinery pavilion.

Couple of things the Italians have over us:
- The pizza at the foodstand between pavilions 19 & 20 in Bologna was not only the best pizza of any tradeshow anywhere, it beats 98% of all US pizza
- Italy needs go-cups for coffee. Nothing worse than trying to get your a.m. coffee fix only to be served a demitasse with one sip in it. Hate to say it, but there IS a reason to go to Mickey D's while in Italy - coffee in go-cups!
- Food in exhibitor stands not catered by Aramark.
- And wine, wine, wine (of actual good quality) in almost every booth!

Of course, as we were working, TSMR stayed away from the wine. At least until 4:30pm.

Some things Italians need to learn:
- Exhibitor marketing. Location is not the end-all and be-all. A location behind your competitor is not going to destroy your brand. But to hear the whining, you'd think it was worse than being associated with Martha Stewart.
- Air quality. Granted, there's supposed to be a smoking ban in the pavilions, but smoking seems to be everywhere. Inconvenient and maybe a little annoying, but not the end of the world. However, if you happened to be working in the pavilions with the tile and stone cutting machines, you now have black lungs. Had this show been in the US, the EPA would've shut it down those buildings within minutes. The fumes from those machines were noxious.
- Taxis. You have a better chance of getting a taxi out of Javits on a Friday afternoon. When it's raining.