MAGIC Navigates Venue Challenges, Pulls Off Successful Show Amid Coronavirus Concerns

February 12, 2020
MAGIC

The biannual MAGIC fashion trade show that took place at the Mandalay Bay Convention Center Feb. 5-7 had more to deal with than fashion trends. It had to negotiate a move to a new facility and adjust to the rapidly changing global health situation all at once.

Usually occupying most of Las Vegas Convention Center, the event made plans to move to Mandalay Bay Convention Center for just one show. “We had to do it to get us back on the normal February and August schedule at the LVCC,” said Tom Nastos, chief commercial officer for the Fashion Group of Informa Exhibitions, which owns the show.

MBCC is a smaller facility than LVCC, so several outdoor pavilions had to be constructed to accommodate Sourcing at MAGIC and keep the original square footage. Showfloor plans had to be redrafted to spread the shows that comprise MAGIC across the two floors of MBCC and keep the curated feel of each show. Move-in times were shorter.

“We identified these challenges early on, and planning, experience and skill set made all the difference,” Nastos commented. 

But the next set of challenges were impossible to plan for, with the coronavirus outbreak emerging from the epicenter of manufacturing in China and causing an international travel ban just days before the show was set to open. 

Monitoring and mitigating this situation before the show was a 24/7 job, Nastos said. “The first question from everyone was, ‘Are you still having a show?’ We were watching what was happening in the U.S. and around the world. For us at Informa, health and safety are always top of mind. At the same time, so many brands and retailers depend on coming here and having a show, so we had to balance [everyone’s] best economic interest with everyone’s best health interest.” 

The pivotal moment came when the White House made a proclamation on Jan. 31 barring entry for most foreign nationals who traveled to China within the 14 days immediately prior to arrival in the United States. “At that point, we said, ‘OK, it’s government policy. [How is it] going to impact us? We decided we were going to continue with the fair.”

Organizers believed that the impact of the coronavirus situation on the U.S. brands and attendees in the main MBCC would be relatively small. “We were constantly communicating what we were doing as event organizers. We were cleaning surfaces and advising people to wash their hands and stay home if they were not feeling well,” said Nastos.

Sourcing at MAGIC was a different story. Factories in regions other than China had zero dropoff, according to Nastos, but 45 percent of Chinese exhibitors couldn’t make it to the show. The few exhibitors who could come had to be redistributed among other companies on a redesigned showfloor. 

Then there was also a question of public safety. “We contacted all the factories,” Nastos said. “It turned out that many of the Chinese organizers were already either in Germany or in the U.S. exhibiting at other fairs, so they’d been here for a while. We felt comfortable having them [at the show] since they were pre-cleared.”

The numbers for how many of the expected 80,000 attendees couldn’t come are not yet available. 

As the show opened, it was evident that management had made the right decision. People were using the many hand-sanitizing stations. Talks in the Sourcing pavilion were busy, and business was conducted.

First-time attendee Christina Gaona didn’t have any reservations about coming to Sourcing. The co-founder of California-based product development company Fandomoid said, “I’m a little bit of a germaphobe anyway, so I wash my hands a lot. The show has been a good value for us as we look for new manufacturing partners.”

Sunny Li, an exhibitor with China-based manufacturer Amberstone Co Ltd., was pleased with the level of interest at Sourcing. “Our first day was very busy,” she said, “maybe because there [were] fewer Chinese factories here. We have quite a few leads.”

Upstairs at WWDMAGIC, exhibitor Nick Kim with fashion brand Miss Me was having a productive show. “We were definitely concerned about it [the virus situation],” he said, “but it doesn’t seem like it’s affecting the show as much as we expected.”

In Las Vegas, MAGIC’s trade shows include WWDMAGIC, FN Platform; Sourcing at MAGIC; Project; Project Womens; Project Mens; Footwear Sourcing @ MAGIC; MAGIC Mens; POOLTradeshow; Stitch @ Project Womens. 

During the event, Informa announced it will partner with footwear fair MICAM Milano to introduce the North American edition of the global event, MICAM Americas, which will run alongside MAGIC in August.

 

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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.