Marketplace Events Grows Its Holiday Consumer Show Footprint With Multiple Acquisitions and Launches 

June 28, 2022

North America’s largest consumer show producer, Marketplace Events (MPE), is continuing to make a strong post-pandemic comeback by significantly expanding its holiday show portfolio with the acquisition of three large holiday shows and two launches.

On June 15, the company purchased The Pennsylvania Christmas & Gift Show, which runs at the PA Farm Show Complex in Harrisburg, from Pennsylvania Christmas Show. As one of the East Coast’s largest holiday shows, the five-day event attracts 500 exhibitors and 30,000 attendees each year.   

Prior to that, on May 4, MPE acquired the state of Colorado’s largest holiday event, the Colorado Country Christmas Gift Show, from Showcase Events. Held at the Colorado Convention Center in Denver, the annual show convenes 500 exhibitors and 20,000 attendees. 

Finally, on April 29, the company scooped up one of the largest holiday shows in the Midwest, the Cleveland Christmas Connection, from Industry Realty Group (IRG). Hosted annually at the I-X Center, it draws in 600 exhibitors and more than 35,000 attendees.

“By any measure, the three acquisitions are all best-in-class events,” said Tom Baugh, CEO of Marketplace Events, which produces some of the most successful and longest-running consumer shows in North America. “Tens of thousands of shoppers visit these shows each year and consider them part of their annual holiday traditions – as do an overwhelming majority of exhibitors.”  

In tandem with these purchases, MPE is gearing up to launch two holiday events: the Oklahoma Christmas Show, running Nov. 11-13 at the Bennett Event Center in Oklahoma City and the Atlanta Holiday Boutique in November 2023 at the newly renovated GAS South Convention Center in Duluth, Ga. The company already operates five successful home and garden shows in these two cities annually, according to MPE officials.

With these holiday show additions, MPE now boasts 77 annual B2C events in 34 markets, including 10 holiday events, 65 home shows and two wedding shows. But the company isn’t stopping there—it plans to continue expanding its holiday market presence going forward, according to Baugh.

Colorado Country Christmas Gift Show

“Our holiday shows have performed brilliantly, even during the pandemic, so we won’t hesitate to take advantage of any meaningful opportunities to grow our holiday portfolio,” he said.  

Like all trade show and event producers during the pandemic, MPE was forced to retract its business, with COVID forcing the cancellation of 78 shows in 2020 and 2021. At its low point in August of 2020, the company had no alternative but to reduce its staff from 150 to only 19 people. However, MPE has since rebounded quickly, rehiring in late 2020 and producing 35 shows where local health and safety protocols permitted in 2021. 

“As we learned in March 2020, you can’t prepare for what you can’t predict,” Baugh said. “Event producers are a tough and savvy group, but all of us agree, our shared existential challenges of the past 27 months have been extreme.”

He continued, “Our show community has rallied together in amazing ways. It’s no surprise many are eager to face a post-COVID future, while for others, it’s the right time to exit. Thankfully, MPE is resilient and well-positioned to resume our pre-COVID trajectory and act with urgency on growth opportunities.” 

According to Baugh, the company is now running its full schedule of more than 70 shows, and staffing is back up to 110 employees and growing.   

“The furloughs in August 2020 were the lowest point for our company—we had no choice but to let go of wonderful, talented people, [and] the pain was palpable,” Baugh said. “Fast forward to today, where more than 90% of our staff are former employees, many who chose to leave other jobs to return to Marketplace Events. That’s something we’re very thankful for and proud of. When we were able to invite people back to work, almost everyone chose to return.”
 

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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.