$47.7million Bythe Numbers Approximate number of attendees 123
Economic impact of the show on the destination
2011$24billion 25,800
SOURCE:
International Association of Amusement Parks and Attractions
Number of education sessions at the show
very successful, but we weren’t attracting new attendees or new markets.We shifted toward vertical marketing to go outside of the scope of our core membership and attract zoos, aquariums, and museums.” To help ensure that attendees stay for the full five-day con-
ference, IAAPA has begun beefing up its educational program- ming on Friday, the last day of the show. Saving some of the more topical, popular sessions—like Attractions Expo 2011’s sym- posium on mobile marketing—until the last day also helped encourage people to stick around. Indeed, attendance at the half- day symposium was 620, and feedback indicated that a num- ber of participants stayed specifically for that program. IAAPAhas also taken steps to help attendees feel less like ger-
bils in a maze when they’re navigating Attractions Expo’s more than onemillion square of exhibit space.Afewyears ago, IAAPA added “You Are Here” interactive touch-screen kiosks by MarketArt to numerous intersections throughout the floor. The
78 pcmaconvene January 2012
118
Number of countries represented by attendees
Estimated annual revenue of the global attractions industry
1,106
Number of exhibiting companies
“[Connecting people] doesn’t just mean on the trade-show floor, it also means idea sharing, networking, and forming relationships. To me, one of our overall goals is delivering member value to our suppliers and operatorsby bringing everyone together in a very viable and innovative environment, and we want themto feel like they have to come together every year. For me, that’sthe driving goal.”
42-inch screens display a largemap of the exhibit area, and users can quickly search for an exhibitor’s booth by company name, category, or keyword. “Thatwas a tremendous asset,” Magrath said. “Peoplewould say they’ll be back in an hour to close a deal, get lost, and we would never see them again.” Looking forward, IAAPAhopes to encourage more network-
ing and one-on-one connecting between attendees—with a key goal being linking up buyers with buyers.“That doesn’t justmean on the trade-show floor, it also means idea sharing, networking, andforming relationships,” Parsons said.“Tome, one of our over- all goals is delivering member value to our suppliers and opera- tors by bringing everyone together in a very viable and innovative environment, and we want them to feel like they have to come together every year. For me, that’s the driving goal.” Well, that, and as manymini-donuts as attendees can eat.
Jennnifer N. Dienst is a freelance writer based in Charleston, S.C. www.pcma.org