Photo: stock.xchng / ilco
When show attendance grows, that sparks change and growth in other areas. For example, the Licensing Expo will introduce four new feature areas due to the expanded presence of key exhibitors. The show will be held at the Mandalay Bay Convention Center in Las Vegas in June and the four areas include: Art & Design, Characters & Entertainment, Agents & Brands, and Fashion. At another Vegas show, the World of Concrete posted a five percent increase in attendance and exhibit space. Much of that growth is coming from international attendance, so it’s no surprise that show producer Hanley Wood recently announced plans to launch World of Concrete India this fall.
Meanwhile show growth in Chicago has spurred a major $110-million expansion and upgrade at the Hyatt Regency McCormick Place. But soon the Hyatt may not be the only hotel connected to the convention center. Plans were announced this week for a 1200-room hotel to be built across from McCormick’s West Building. But it may not be a done deal since the property owner says there’s no agreement on a sale yet.
And it’s not just traditional trade shows that are growing. Niche events are popping up for all types of audiences, including an expo for the Amish. The audience at the Buckeye Tool Expo may not take part in much of the modern world, but they still have a need for woodworking tools, so exhibitors at this show feature tools that are powered by compressed air instead of electricity (which the Amish won’t use).
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With experiences as both an exhibitor and a show organizer, Marlys Arnold has a unique perspective on trade show exhibiting. As an exhibit marketing strategist, she travels the country consulting and training on how to create experiential exhibits that produce significantly higher numbers of qualified leads. She’s led workshops for events ranging from local consumer expos to some of the largest trade shows in the U.S. She hosts the Trade Show Insights
blog/podcast, and is the author of Build a Better Trade Show Image
, the Exhibitor Education Manifesto
, and the ExhibitorEd Success System
. Exhibit Design That Works
(the first book in the YES: Your Exhibit Success
series) debuted in July 2017. She’s also the founder of the Exhibit Marketers Café
, an online education community.