ASI Reunites and Energizes Promo Industry at Successful Orlando Show
February 16, 2022
The Advertising Specialty Institute (ASI) kicked off 2022 on an overwhelmingly positive note, with its hotly anticipated ASI Show Orlando drawing 3,000 supplier and distributor professionals who were excited to reunite and make valuable in-person connections.
Held Jan. 4-6 at the Orange County Convention Center (OCCC), ASI Show Orlando featured a busy showfloor with more than 500 booths spotlighting the top in-stock products of 2022 as well as education, a powerful panel discussion and numerous networking opportunities. The show attracted distributors from across the country, including 800 from Florida. In addition, 288 female-owned and 107 minority-owned companies were in attendance.
“ASI is thrilled to once again lead the way with the promo industry’s first, best trade show of 2022,” said Timothy M. Andrews, president and CEO of ASI, the largest membership organization in the $20.7 billion promotional products industry. “From the moment the balloons dropped, distributors rushed in, eager to meet in person with their trusted supplier partners, and the action, deal-making and sorely missed human connections continued non-stop over three very productive days.”
ASI’s return to Orlando for its traditional January show also gave the Florida tourism and hospitality industries a much-needed boost, helping put more people back to work. The convention center estimated ASI Show attendee spending on Orlando hotels, restaurants and attractions generated about $9 million for the local economy.
According to ASI’s 2021 State and Regional Sales Report, the South remains the most robust region in the U.S. for promo sales, thanks to the promo powerhouses of Texas and Florida, which suffered more modest declines during the pandemic slowdown and generated more than $4 billion in total 2020 promo sales, with Florida alone generating $1.3 billion.
“On behalf of the OCCC, we are delighted to have ASI Show and their vast network of marketing and advertising professionals at the ‘Center of Hospitality’ as we launch into a very active and robust 2022,” said Mark Tester, executive director of the OCCC.
Positive Feedback
Attendees who made the trip to ASI welcomed the in-person connection with open arms and expressed enthusiasm about the show.
Exhibitor Noelle Leverentz, territory sales manager at Top 40 Supplier Hit Promotional Products, thought it was a great event all around and was happy with the turnout.
“It was so good to meet with my customers again in person, and it was phenomenal that so many of them attended,” she said. “We came in knowing that the overall show attendance might be down but were still excited and pleased with the actual turnout—the show delivered.”
Distributor Patti Donnelly, vice president of sales and marketing at SunCoast Print & Promotions, has attended ASI shows for years and was thrilled to finally attend a live show after more than a year of cancellations.
“This is exactly what I needed to help build my business back up, find inspiration and new ideas, and connect with new and old exhibitors,” Donnelly said.
Distributor Randy Eubanks, owner and vice president of sales at Suncoast Marketing, was happy that after nearly two years of enduring slowdowns caused by the double whammy of COVID and recent supply chain struggles, he was able to engage with suppliers in Orlando, with ASI estimating that over 70% of Top 40 Suppliers exhibited.
“I’m really happy to be back and found it to be really helpful and educational,” he said. “I missed seeing things in person. Networking online just isn’t the same.”
Suppliers were equally excited to engage with distributors.
“I had a great first day here at ASI Show,” said Sandy Nichols, channel sales manager at COOLiBAR. “It’s the first show of the year, and it was packed! Great people, great conversations and great connections—We are so happy to be back here in person.”
Jenna Smith, account executive at Navitor, said Orlando fulfilled all her expectations.
“It’s been fantastic,” she said. “People are so excited to be back, and the energy has been great. There’s something to be said about being face-to-face that you can’t get virtually or over the phone, and these connections we are making are solid and memorable ones.”
Powerful Agenda
ASI Show offered familiar favorites such as an Education Day with 18 tracks and several networking receptions, along with an on-stage discussion between three Counselor Top 40 Distributors and a Counselor Top 40 Supplier sharing strategies for thriving in the coming year.
Wednesday’s panel discussion, “Promo in ’22: No Challenge Too Big–Strategies From Top Industry Leaders,” hosted by ASI Vice Chairman Matthew Cohn, featured ASI Person of the Year Jo-an Lantz, CEO of Geiger; Counselor Power 50 member Nancy Schmidt, CEO of AIA Corporation; Lisa Hubbard, vice president of sales and marketing at The Vernon Company; and Sharon Eyal, CEO of ETS Express. The industry leaders discussed ways to attract younger, more diverse professionals along with tips for tackling supply chain snags and inventory issues.
“To hear about their recent struggles and how they overcame them by being as honest and open with their customers was a huge takeaway for me,” said Chad Park, sales executive at ORCA Promo. “I was excited to hear about the potential for success in this industry, and I’m looking forward to getting younger people like myself—I’m 28—involved to have fun with it and to make money!”
Click here for ASI Media's recap story.
On the final exhibit day, ASI Product Editor Joe Haley hosted a live Promo Showcase, featuring Orlando’s most buzzworthy products, along with winning ideas for 2022 promotional campaigns. According to ASI surveys, 96% of attendees report that live events are critical to product sourcing.
“These product showcases are always informative and enjoyable,” said Deirdra Rogers, senior account executive at Kritzer Marketing. “I find new ideas for my customers, and it inspires creative thinking and new directions and applications on how to sell the products. I really liked the new packaging idea that was presented today.”
ASI also offered attendees numerous free networking opportunities, including a new Education Day Wrap-Up featuring ASI speakers, its popular New Product Preview Reception and a poolside Connection Reception with a live band, drinks and food, along with a “Wild Florida” photo op featuring live gators.
ASI’s other 2022 events include ASI Show Fort Worth, which took place Jan. 31-Feb. 2; ASI Show Chicago, set for July 19-21; ASI Show ConneX in Phoenix, set for Oct. 10-13; and three ASI fASIlitate shows: Clearwater Beach, Fla., set for March 7-10, Salt Lake City, set for June 13-16, and Scottsdale, set for Sept. 19-22.
According to ASI officials, the safety and well-being of exhibitors, attendees and the community will continue to be a top priority at all of the organization’s shows, with ASI working closely with convention centers and all contracted hotels to ensure precautionary measures are in place. Safety measures will be updated as each show nears based on current CDC recommendations and any government, state and federal mandates, they added.
Don’t miss any event-related news: Sign up for our weekly e-newsletter HERE and engage with us on Twitter, Facebook and LinkedIn!
Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors.
TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders.
Lisa Messina, Chief Sales Officer, LVCVA
With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role?
Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”
These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.
Allegiant Stadium
As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward?
Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees.
What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events?
We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.
Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city.
Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.
What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization?
We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.
What are your favorite ways to recharge?
My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.
Valley of Fire
What advice would you give to women following leadership paths in destination marketing?
I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.
This interview has been edited and condensed.
This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.
Add new comment