Trade Show Executive’s · Chicago, IL - Offi cially proclaimed by Mayor Rahm Emmanuel as “Trade Show Executive’s Fastest 50 Week” throughout the city of Chicago, TSE’s

THE SPOTLIGHT SHINES ON THE MOST DYNAMIC SHOW ORGANIZERS OF 2013

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OW ORGANIZERS OF 2013

Chicago, IL - Offi cially proclaimed by Mayor Rahm Emmanuel as “Trade Show Executive’s Fastest 50 Week” throughout the city of Chicago, TSE’s Fastest 50 Awards & Summit took top billing in the Windy City during the week of May 18. TSE staff members, Chicago dignitaries and 30+ sponsors from all over the country joined in honoring the brains behind the shows that grew an average of seven times faster than the typical show of 2013. Th e third

annual event, held May 20-22 at the Hyatt Regency Chicago, drew a record attendance of 163 verifi ed delegates, including a record 70 show organizers who were fi rst-time Fastest 50 attendees.

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Trade Show Executive’s

BY HIL ANDERSON, senior editor, and DANICA TORMOHLEN, editor-at-large

PHOTOGRAPHY BY OSCAR EINZIG

A total of 13 Grand Awards were presented to the shows that achieved the seemingly impossible in a group that was already heralded as amazing. They included:

Growth Leader in Exhibit Space by

Percentage Growth: Boutique Design New York (BDNY), which grew 59.7% to 55,400 nsf, nearly 30 times the growth of the average trade show in 2013.

Growth Leader in Exhibiting

Companies by Percentage Growth: BDNY, which increased its exhibitor ranks by 56.3% to 375.

Growth Leader in Attendance

by Percentage Growth: AISTech, produced by the Association for Iron & Steel Technology, had no equal, growing attendance to 8,270, a whopping 89.3% increase.

Growth Leader in Blended Average

Percentage Growth: BDNY, which grew an average 46% in all three metrics: nsf, exhibitors and attendance, locking in its 3rd Grand Award during the Fastest 50 Awards ceremony. Fastest-Growing Biennial Show in

Average Blended Percentage Growth:

AG CONNECT, which grew like a weed, and ranked in the Top 10 in each metric category. Th e show team grew the event by an average blended growth rate of 27.6% for nsf, exhibitors and attendance.

Fastest-Growing Biennial Show in

Sheer Numbers: FABTECH, which grew 126,866 nsf in two year’s time to 632,256 nsf, thanks to the ingenuity of the Society of Manufacturing Engineers and the show’s four co-sponsoring associations.

Growth Leader in Exhibit Space in

Sheer Numbers: MAGIC Market Week – August, produced by Advanstar Communications, managed to pull more space out of its hat. Th e apparel show achieved record gains by expanding its show fl oor by 109,410 nsf, pushing the bar to 1,062,151 nsf of exhibit space.

Growth Leader in Exhibitors in Sheer

Numbers: ASD Las Vegas, produced by Emerald Expositions, won the Grand Award for its exhibitor growth. Move-in day was more hectic but it was a good kind of hectic as ASD Las Vegas added 372 more exhibiting companies, reaching a total of 2,735 exhibitors.

Growth Leader in Attendance in

Sheer Numbers: Off shore Technology Conference, produced by the Society of Petroleum Engineers, fueled an increase of 15,855 attendees to reach a total attendance of 105,255.

Fastest-Growing Medical Show:

American Academy of Orthopaedic Surgeons Annual Meeting, which was just what the doctor ordered: a blended growth average of 17% and an exhibitor growth rate of 32.7%.

Fastest-Growing Association Show:

AISTech. Double-digit growth in all metrics resulted in a blended growth rate of 41% and its second Grand Award of the evening. Biggest Turnaround: ABC Kids Expo. A move to Las Vegas was met with instant approval and a 17.9% increase in exhibit space. Th e show was also in the Top 5 in percentage growth for exhibitors and attendance.

Top Organizer in Number of Fastest

50 Shows: a three-way tie between Emerald Expositions, National Trade Productions and GLM. Each company placed four shows on the Fastest 50.

Over-AchieversTrade Show Executive honored the 50 fastest-growing shows of 2013 in each of three metrics: net square feet of paid exhibit space, number of exhibiting com-panies and total attendance. On Awards night, the winners were presented with their Fastest 50 award plaques and their photos were taken on the red carpet.

Later that evening, 13 lucky organizers went on to win a Fastest 50 Grand Award for their extreme accomplishments. With the sound of a drum roll, the event’s top sponsors opened a silver envelope, announced the winners, and presented a crystal trophy to the organizers who joined the ranks of the very elite in a highly competitive awards program.

Boutique Design New York (BDNY) swept the awards, taking home three of the Fastest 50 Grand Awards. Th e show, which caters to designers of high-end hotel properties, was produced by Hospitality Media Group. BDNY’s dynamic growth propelled it to the top of the charts in three rankings: No. 1 in “Percentage Growth in Exhibit Space” as a result of growing 59.7% in exhibit space; No. 1 in “Percentage Growth in Exhibiting

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(5) Making Magic. MAGIC MARKET WEEK - August won a Grand Award for adding the most exhibit space. Jessica Kistenmacher, Advanstar’s special operations & sponsorship manager, celebrates with Heidi Voorhees, Experient's senior VP of housing.

(6) Exhibitor Magnet. Emerald Expositions and ASD Las Vegas won for best exhibitor growth in sheer numbers. Emerald senior VP Darrell Denny shows off the award with Tyler Stewart, director of tradeshow sales for the Venetian Palazzo Sands Expo.

(7) Food for Thought. AG Connect was the fastest-growing biennial show. Sara Truesdale Mooney, senior director of exhibitions at the Association of Equipment Manufacturers, is cheered on by Jim Kelley, director of global accounts for PRG.

On the Fast Plaque. Melani Beattie, business & marketing manager for Hospitality Media Group, took home a trio of trophies for Boutique Design New York.

p Medical Marvels. The AAOS Annual Meeting was the fastest-growing medical show and the show team came to celebrate. L to R: Patricia Whitaker, exhibits manager; Susan McSorley, director, convention & meeting services; and Lynn Mondack, operations director.

(1) Flying High. Karen Gebhart, VP of business development, earns a plaque for HAI HELI-EXPO.

(2) Fast Track. John Kilroy, producer, Performance Racing Industry Trade Show, sweeps the Fastest 50 with plaques for net square feet, exhibitor and attendee growth.

(3) A 3-Course Win. The Summer Fancy Food Show was a fastest-growing show in all three metrics. Chris Nemchek, senior VP of business development, feasts on his awards.

(4) Twice as Nice. Jane Dahlroth, director of meetings & exhibits at American College of Medical Genetics and Genomics, earned two Fastest 50 awards.

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AND THE WINNER IS…

Companies,” due to its robust exhibitor growth of 56.3%; and was also named “Th e Fastest-Growing Show in Blended Growth Average” (net square feet, ex-hibitors and attendance) with an average growth of 46% among all three metrics.

Th e Association for Iron & Steel Technology (AIST) was the only other multiple win-ner of a Fastest 50 Grand Award. Its AISTech conference in Pittsburgh received two of the coveted crystal trophies. AIST won one award for growing attendance by 89.3% and thus earning the No. 1 ranking for “Th e Highest Growth in Exhibit Space by Percentage Growth.” AIST also won for “Th e Fastest-Growing Show Organized by an Association,” growing at an incred-ible average blended growth rate of 41%.

Declaring the American Academy of Orthopaedic Surgeons Annual Meeting as the “Fastest-Growing Medical Show” was no knee-jerk reaction. Th e AAOS Annual Meeting achieved an average blended growth rate of more than 17%. Among all shows, it ranked 11th on the Fastest 50 in exhibit space growth and had the third-highest increase in exhibitors.

ABC Kids Expo earned a Fastest 50 Grand Award as “Th e Biggest Turnaround of 2013.” Th e show has been a perennial Gold 100 show but had been declining in size, so its organizer, Larry Schur, moved the show back to Las Vegas last year. It paid off with a 17.9% jump in exhibit space that boosted the exhibit fl oor to a whopping 351,000 net square feet. Th at was the 18th highest increase for the year . . . not bad for a show that was not even ranked on the Fastest 50 in 2012 and 2011. Th e show also grew an impres-sive 38.0% in exhibitor count, pushing it to the No. 2 ranking, and 39.5% in attendance, placing it as the 5th fastest-growing show in the nation in 2013.

One of the top awards of the night rec-ognized the show organizer that placed the most 2013 events in the Fastest 50 rankings. Th is year, there was an unprecedented three-way tie among Emerald Expositions, GLM, and National Trade Productions. But that could all change next year. Emer-ald acquired GLM earlier this year, so the rest of the industry has its work cut out.

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p Show of Steel. AISTech earned an award for attendance growth and was also the top association-managed show. William Albaugh, general manager of sales, is congratulated by Rob Hamlin, director of exhibition solutions at Ungerboeck.

p FABulous. FABTECH was the fastest-growing biennial show in sheer numbers. John Catalano, group show manager, Society of Manufacturing Engineers, poses with Rodney Gutierrez, senior director of sales, event management and exhibitor services for the Orange County Convention Center.

u Photo Finish. A tie for “Top Show Organizer” was shared by three for-profi t organizations: Emerald, GLM and National Trade Productions (NTP). Accept-ing the honors were Darrell Denny, senior VP, sports & business development, Emerald Expositions; Roy Turner, senior VP, Emerald Expositions; Paige Cardwell, president, CSG Creative; Brad Smith, NTP director of sales & event services; Andrew Ortale, executive VP of NTP.

t The Place to Be. Offshore Technology Conference was the growth leader in sheer number of attendees. Basking in the glory was Dana Otillio, senior manager, marketing, Americas, OTC; Leigh Ann Runyan, managing director, Society of Petro-leum Engineers; and Craig Moritz, assistant director, sales & exhibits, SPE. Congratulating the group was Barbara Beaton, director of sales, NRG Park, and Gregg Caren, executive VP of SMG.

p Welcome Back. ABC Kids Expo had the “Biggest Turnaround” following its return to Las Vegas. ABC President Larry Schur gets a pat on the back from Craig Erlanger, sales executive, Las Vegas CVA.

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1u Speed Demons. These show managers know how to speed when it comes to trade shows: (1) Carol Fojtik, senior VP, Hall-Erickson, who managed EXHIBITOR2013; (2) Troy Leonard, VP & show director, The Running Event, owned by Formula4Media, LLC; (3) and Kristen Messineo, senior event manager, and Michelle Mendez, director of events, at Bobbit Business Media, which produces the International LCT Show.

t ‘Sign’ of the Times. More plaques for (4) International Sign Expo’s Iain Mackenzie, direc-tor, meetings and events; (5) Retail’s Big Show’s Mark Bogdansky, VP, exhibit operations, National Retail Federation; (6) and Digital Sign Expo’s Angelo Varrone, CEO, and Karen Varrone, VP Business Development, from Exponation. Angelo was also the lucky winner of Google Glass® following a drawing at the end of the ceremony. Here's to looking at you, kid!



An Overview of the F50 Summit From digital marketing and interview-ing skills to co-location strategies and cutting-edge technologies, the Fastest 50 Summit sessions off ered attendees a va-riety of tips and techniques for growing their shows even more. It featured some of the most accomplished organizers and nonconformists in the industry as well as experts from outside the industry who provided new ideas to shake up conven-tional thinking.

Amber MacArthur, author and expert on digital marketing and social media, kicked off a fast-paced day of sessions with an opening keynote on anticipating, adapting to and capitalizing on changes in digital marketing. She off ered eight steps to a winning digital marketing strategy in 2014.

Jim Kelley, vice president of industry relations, PRG, moderated the panel, Fast Talk on Burning Issues. Th e panel featured Hugh Forrest, director of South by Southwest (SXSW); Megan Tanel, vice president, exhibitions and events, Association of Equipment Manufacturers (AEM); Chris Nemchek, senior vice pres-


The Fastest 50 Summit.featured some of the biggest names and the hottest ideas for trade show professionals: Amber MacArthur on digital marketing (1) . . . Emerald's Darrell Denny and CRF's Johnnie White in Power Lunch (2) . . . former CNN Correspondent Mark Bernhiemer interviewing HAI's Karen Gebhart (3). . . AEM's Megan Tanel along with SXSW's Hugh Forrest and Experient's Heidi Voorhees (4) . . . Specialty Food's Chris Nemchek (5) with PRG's Jim Kelley (6) . . . Emerald's Roy Turner (7) . . . MDG's Kimberly Hardcastle- Geddes (8) . . . UBM's Jennifer Jessup and WEF's Sacha Carey (9) . . . National Retail Federation's Mark Bogdansky and Reed's Michael Putnam (10) . . . Core-apps' Jay Tokosch (11) . . . and Time & Place Strategies' Francis Friedman (12).

1. Increase visuals in social media.

Use images with your social media posts whenever possible. “Keep in mind that we remember 80% of what we see and do, 10% of what we hear, and 10% of what we read,” said Amber MacArthur. According to a recent analysis of 500,000 Pinterest photos, the perfect Pinterest photos are in a portrait rather than land-scape orientation and feature no human face, a simple background, and multiple colors with lots of red, she said.2. Leverage “contagious” trends.

Last year, Jonah Berger, author of Contagious, opened the Fastest 50 with a thought-provoking presentation on the science behind social communica-tion. MacArthur reminded attendees to craft content to make it more viral. For example, she spotlighted a video promo-tion that plays off the popular Old Spice commercial. “A customer who laughs is one who lasts,” said MacArthur. “Shar-ing funny videos help generate buzz.”3. Consider a co-location strategy.

When faced with a shrinking exhibi-tor and attendee base, GRAPH EXPO focused on co-locations to expand its attendee segments from one to 12 diff erent groups. “We needed to be proactive,” said GASC’s Chris Price. “Our strategy was to take smaller niche shows and hook those cabooses together to create strong value.” GRAPH EXPO had three co-locations in 2009 and 67 co-locations in 2013.4. Bring international exhibitors

to your U.S. show. “When targeting countries, go aft er the low-hanging fruit fi rst,” said SFA’s Chris Nemchek, who produces the Summer Fancy Food Show and Winter Fancy Food Show. “Start with three to fi ve countries that are geographically close and with similar cultures to ours.” He cautioned organizers to aim high but adjust their expectations. Visa hassles and delays, plus travel challenges, will ultimately reduce the number of exhibitors who were “sure shots.”

5. Protect your show from poachers.

“According to the preliminary results from an APEX study, 72.9% of respon-dents have been targeted by room block poachers, but only 29.5% have developed best practices to avert room block poach-ing,” said Experient’s Heidi Voorhees, who serves on the Convention Indus-try Council’s (CIC) APEX Room Block Piracy Industry Workgroup. Th e top three techniques that event managers use to reduce poaching include: web site notices regarding poaching; e-mail or other com-munications; and cease-and-desist letters. 6. Consider beacon technology.

Beacons are a low-cost piece of hardware that use low-energy Bluetooth connec-tions to pinpoint your location within a few feet and push messages or prompts to your smartphone or tablet. “Beacons can enhance and personalize the show experience for attendees,” said Jay Tokosch with Core-apps. “It costs less than $1 to put a beacon in a booth.” Reed Exhibitions piloted beacon technol-ogy at the National Hardware Show in May at the Las Vegas Convention Center. “Adoption of our mobile app increased 10%,” said Reed’s Michael Putnam. 7. Monetize your mobile directory.

“Mobile directories are generating the fastest-growing revenue streams for our shows,” Putnam said.8. Reconsider your competition. Aft er three years of fl at attendance at Interop New York, UBM’s Jessup knew she needed

a boost in attendance to keep the show off the chopping block. Jessup invested in a keynote presentation by Cisco’s CEO and decided to co-locate with Ethernet Expo, which attracts a complementary audience but was viewed previously as competi-tion. Interop New York grew attendance 16% year-over-year in 2013.

9. Evaluate your booth-to-buyer ratio.

When Surf Expo decided to expand markets beyond “oceanfront” to include all “shorelines,” the challenge was to avoid off ending or isolating its core enthusiast markets. “Category growth must be re-enforced with targeted, segmented attendee growth to support individual show categories,” said Emerald Exposition’s Roy Turner. “We determine the optimum booth-to-buyer ratio for each 10’x10’ booth. Attendance must grow faster than booth space, even by segment,” he said. Buyer growth at Surf Expo averaged 10% per year for the last fi ve years, and booth space growth averaged just under 10% per year for the last fi ve years.

10. Control media interviews. “Your job is not to answer questions and help the reporter,” said Mark Bernheimer, founder and principal, MediaWorks Resource Group, who is a former CNN correspondent. “You are there to deliver two to three key messages, so determine what they are before the interview.” Bernheimer also reminded attendees: “Don’t answer hypothetical questions.”

10 TAKEAWAYS FROM THE F50 SESSIONS


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ident, sales and exhibitions, Specialty Food Association (SFA); Chris Price, vice president at Graphic Arts Show Company (GASC); and Heidi Voorhees, senior vice president of housing, Experient.

During the panel on What the Heck is Up in Tech?, Francis Friedman, president, Time & Place Strategies Inc., moderated a discussion with Mark Bogdansky, vice president, exhibit operations, National Retail Federation (NRF); Michael Putnam, vice president of media sales, Reed Exhibitions; and Jay Tokosch, CEO and co-founder for Core-apps.

Kimberly Hardcastle-Geddes, presi-dent, Marketing Design Group, led the session, Achieving Record Gains in Atten-dance. Th e panel included Jennifer Jessup, general manager of UBM’s Interop; Roy Turner, senior vice president of Emerald Expositions; and Sacha Carey, director of exhibition sales and operations, Water Environment Federation (WEF).

During the Leaders & Legends Power Lunch, Darrell Denny, senior vice president of Emerald Expositions, interviewed Johnnie White, executive director, Center for Education for the Cardiovasular Research Foundation. See Power Lunch on page 36. Following

the session, TSE presented a video tri-bute to long-time Power Lunch host Bob Dallmeyer who passed away in February. Th e video touched on his remarkable career, his leadership roles and friends and family.

To close out the day, Mark Bernheimer, founder and principal, MediaWorks Resource Group, and a former CNN correspondent, discussed how to deal with tough issues and tough reporters. He showed clips of a source being grilled by a reporter, which illustrated just how tough reporters can be. He gave pointers on how not to reply and cautioned del-egates not to back themselves into a cor-ner. He also called up a volunteer from the audience and Karen Gebhart, VP of business development for the Helicopter Association International, bravely walked up on stage. Th e audience collectively cringed as nice-guy Bernheimer quickly changed into a bulldog aft er gaining her confi dence. But Gebhart showed her mettle, responding with the hard facts and a sense of humor. It was obvious that she listened well to the pointers in the fi rst part of Bernheimer’s presenta-tion and managed to get across her own agenda of key points about safety in the helicopter industry.

A list of takeaways from the sessions, see sidebar on page 49.

Windy City WelcomeTh e Fastest 50 Summit sessions were preceded by an active day of networking, which included a trolley tour of major landmarks in downtown Chicago and a leisurely boat trip down the scenic Chicago River for an unforgettable view of the city skyline. In addition, ten teams of Fastest 50 delegates participated in a culinary competition on the fi ne art of making the city’s famed pizza. Th e event was held at Osteria via Stato, a State Street landmark and part of the Lettuce Entertain You franchise. Th e group obviously knows how to make dough from their trade shows, but Chef David Digregorio showed them a thing or two about pizza dough, namely why they should roll the dough in one direction only and toss it gently to end up with the perfect crust. See page 51 to see who won: Was it the Flattest 50 Pizza? Th e Windy Blue? Th e French Onion? Or maybe the meat-lovers’ Roadkill Pizza? Th ere were many talented chefs in the group, showing off their trademark creativity in their culinary concoctions as well as their sense of humor. Chef David said he even picked up a few ideas for new creations for his menu.


p Rolling on the River. Early arrivals got a unbeatable view of Chicago’s rich architectural history by boat and open-air bus.

p Judges’ Deliberations. All 10 pizza creations were outstanding, and the judges deliberated over who the ultimate winner would be. (L-R) Anne Bergen, national sales manager, Atlantic City CVA; Chef David Digregorio, Osteria via Stato; Darlene Gudea, TSE president; and Michael Arnaud, restaurant manager, Blu, also part of the Lettuce Entertain You franchise.

p Pizza Perfectionists. Chef David Digregorio showed Todd Iverson, VP of national sales for Fern Expositions & Event Services how to make an unbeatable pizza dough.

q Rolling Right Along. Amy Durkin, director of association events for the National Catholic Educational Association, lays the groundwork for her team’s creation. Looking on are: Travis Poppell, director of sales, International Exposi-tion Center; Beth McEntee-Rome, director of corporate relations for Travel Planners; and Beth Cowperthwaite, director of retail & public relations for Business Journals, Inc.

p Ready to Roll. The ready-for-action brown apron team included Rajiv Jain, CEO of a2z, Inc.; Madeline Kruzel, VP/general manager, IDG World Expo; Rodney Gutierrez, director, sales, event management and exhibitor services, Orange County Convention Center; and Steven Pomerantz, senior marketing manager, HW’s World of Concrete.

q Culinary Champions. Their Windy Blue pizza, featuring fi nely chopped pears atop a bed of tasty blue cheese and a perfectly crisp crust, won this group a shopping spree at Williams-Sonoma. The winning chefs were Barbara Beaton, director of sales, SMG’s NRG Park; Craig Erlanger, sales execu-tive, Las Vegas CVA; Chris Williams, senior VP sales, CompuSystems; and Sacha Carey, director of exhibitions sales & operations, Water Environment Federation.


p Honoring a Legend. Numerous Fastest 50 delegates lined up to memorialize their thoughts about the iconic Bob Dallmeyer on this 7 ft. poster which was sent to his family after the event.



p Anticipation Building at F50 Reception. Benjamin Rabe, senior manager, event services at SmithBucklin, enjoyed the atmosphere with Bliss Beasley, director of sales & marketing for CMAC, and Steve Rogers, VP of sales & operations for Internet Retailer Conference & Exhibition.

t Rising Stars. Show managers Cassie Thompson and Shannon Baily represented Chicago-based SmithBucklin, which posted two association shows to the Fastest 50.

q Top Brass. Rick Simon, President & CEO, United Service Companies, leads a dapper lineup that includes Chris Nemchek, senior VP, business development & membership relations, Specialty Food Association; Ed Nichols, VP at Cygnus; and Kevin Richards, national accounts director, Philadelphia Convention & Visitors Bureau.


Another Chicago landmark, the Trump International Hotel & Tower, was the venue for the opening reception. Attend-ees enjoyed good food and good company in the Rebar Lounge, which off ered epic views of downtown.

Some of the fastest-growing trade shows of 2013 were also among the largest shows of the year. Th e 100 largest shows will be honored at the Trade Show Executive Gold 100 Awards & Summit, which will be held October 22-24 at the St. Regis Monarch Beach Resort in Dana Point, CA.

Reach Darlene Gudea, president of Trade Show Executive Media Group, at (760) 630-9111 or [email protected]; Diane Bjorklund, vice president of events, at (630) 312-8915 or [email protected]

p Seasoned Veteran. Jim Bracken, retired group show director, Nielsen Expositions (now Emerald), keeps up with the industry and its Fastest 50 shows.

q Top of the Food Chain. Jeff Gassaway, director of association sales for Choose Chicago, congratulates fellow Chicagoan Jean Heis, director, meetings & exhibits, Institute of Food Technologists, who earned a Fastest 50 award for fast growth in all three metrics.

t Relaxing at Rebar. The crowd at the wel-come reception held in the plush Rebar Lounge at the Trump Hotel Chicago included Bradley Smith, director of sales & event services at National Trade Productions, and Mark Bickler, national sales manager for Chicago’s McCormick Place.

t Report from Abroad. Cherif Moujabber, president of Creative Expos & Conferences, shares his insights with Diana Warren Gonzalez, national accounts manager at AFR Trade Show Furnishings.

p All Smiles. Diane Bjorklund, TSE VP of events, catches up with Shawn Pierce, division president, registration & housing at Experient.

t VIPs of Industry Events. IAEE COO Cathy Breden networks at the Fastest 50 opening reception with Randal Acker, president & COO of Exhibitor Media Group.

Spirited Crowd. F50 delegates mix and mingle before the Awards presentation.



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Trade Show Executive’s · Chicago, IL - Offi cially proclaimed by Mayor Rahm Emmanuel as “Trade Show Executive’s Fastest 50 Week” throughout the city of Chicago, TSE’s