Kerrie Van Horn, director of sales and mar- keting for the Chase Center on the Riverfront in Wilmington,
Delaware,
observes, "One area that we are not seeing [since the recession] are the B2B trade shows, unless they have an exhibitors por- tion during a conference... Trade shows hosted by a company to showcase their product lines to (wholesalers) seem to have vanished.”
Regionalization
Savino believes that regions will compete for large "citywide" trade shows more fre- quently in the near future. He says that major and second tier cities "continue to pour resources into building up, becom- ing bigger and better in order to attract tourism dollars.”
While other types of conferences, events and business functions have fluctuated in recent years, trade shows seem to be a consistent and reliable source of income for towns and cities.
According to Savino, regionalized trade shows also are popping up in suburban areas that surround major cities. These smaller shows attract a loyal following and have the benefit of being much more cost effective for both exhibitor and attendee.
Room for Improvement
Even the best events can get better, how- ever. Two areas that often need more time when planning a trade show are: registra- tion for guests arriving on the day of the show; and providing enough information to a venue at the beginning of the plan- ning process.
With regard to registration, venues need to know where and how attendees will be registering. By knowing this, the venue can suggest the best possible placement of the registration table or booth, and the best resources for the organizer's staff that will be running it.
Organizers want to maximize their atten- dees' time within the show, especially since the length of running time for shows has decreased in recent years. Having attendees wait at lengthy registration
Mid-Atlantic EVENTS Magazine 39
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