Huge Exhibitor Growth a Challenge

EVENT: Autism Society of America (ASA) National Conference

2008 MEETING (JULY 9-12): In four years, the show floor has nearly quadrupled in size from just 40 booths to more than 150. ASA has struggled to keep attendance on pace with the huge growth on the show floor; attendance at the 2008 event did just that with a record 2,050 attendees. This year's 15-percent increase over 2007 likely came from the fact that ASA is now offering CEUs at the conference.

TREND: More companies are entering the autism spectrum disorder (ASD) market with software products for children affected with the disorder. Plus, there's been an increase in companies that offer natural food products. Google joined the show in 2008 with a product, "Sketch Up," geared toward kids on the spectrum.

INITIATIVE: "We learned that we've got to do more special events on the show floor to increase the level of attendance there," said Meg Ellacott, ASA's exhibit sales director, and president of Ellacott Productions. "And those events shouldn't be held in competition with educational sessions."

ASA learned the value of a special event accidentally in 2008 when a book publisher had a well-known industry personality hit the floor after the general session and scores of people followed her for autographs. Next year, ASA will dedicate more time for attendees to spend on the trade-show floor when educational programs aren't in session. The sch­edule will shift, allowing for longer breaks and a change in the timing of lunch and post-educational pro­gramming.

Economy Key in Decision to Co-Locate

EVENT: Association of Progressive Rental Organizations (APRO) Convention and Buying Show

2008 MEETING (AUG. 11-14): After a slump in numbers, APRO attendance increased in 2008 over 2007. Organizers attributed the spike to meeting in a centrally located city that had a large concentration of members nearby.

CHALLENGE: "We have had a definite slide in attendance over the last several years," said Shelley Martinek, CMP, APRO's education director. "Competing conventions and furniture markets have had an effect on our show." (The $6.8-billion rent-to-own industry is composed of dealers who rent consumer durable products.) The current economic uncertainty has created a riskier planning climate for APRO.

INITIATIVE: Despite the improved numbers in 2008, APRO doesn't want to take chances in an unpredictable market. Because of competition and the economy, the association decided to co-locate the 2009 APRO Convention and Buying Show with a retail buying show in Las Vegas. Organizers hope the joint shows will decrease the risk to the association and increase potential attendance.

The number of exhibit hall days at the 2008 show was reduced from three to two. APRO tracked sales on the exhibit hall floor, Martinek said, which turned out to be "a very effective tool to gauge the success of the show." The reduced schedule was also a hit, judging by feedback from attendees. "We were able to keep the important events in the convention without overcrowding the schedule," Martinek said. n