Pathways Opening for Trade Shows in the U.S., Overseas with New Standards, Government Greenlights

May 8, 2020
trade show, trade shows

There have been several recent big steps taken that give an indication of a path forward here in the United States for the trade show industry to start up again soon.

Amongst the many initiatives, big hotel brands such as Hilton outlined new cleanliness standards and ISSA’s GBAC STAR accreditation program for venues to fight COVID-19 was released.

Overseas, the news is even more encouraging, with governments in both Germany and China paving the way for trade shows to open.

In addition, UFI, The Global Association for the Exhibition Industry released guidance on re-opening trade shows and B2B events post the emergence of COVID-19, and two trade shows, one in China and one in South Korea, opened their doors this past week.

Here are all of the above efforts outlined:

Hilton Outlines New Standards of Cleanliness Post-COVID-19

Hilton announced a new program to deliver an industry-defining standard of cleanliness and disinfection in Hilton properties around the world. In a first for the hospitality business, Hilton will collaborate with RB, maker of Lysol and Dettol, and consult with Mayo Clinic to develop elevated processes and Team Member training to help Hilton guests enjoy an even cleaner and safer stay from check-in to check-out.  Hilton CleanStay with Lysol protection, as the program will be called in North America, will be a rigorous system that incorporates RB’s trusted know-how and scientific approach to cleaning practices and product offerings. Experts from Mayo Clinic’s Infection Prevention and Control team will advise and assist in enhancing Hilton’s cleaning and disinfection protocols.

GBAC STAR Accreditation Program Launched to Address COVID-19 at Venues

In response to the COVID-19 outbreak, the Global Biorisk Advisory Council® (GBAC), a Division of ISSA, unveiled its GBAC STAR facility accreditation program on cleaning, disinfection and infectious disease prevention. GBAC STAR is an outbreak prevention, response and recovery accreditation. The program establishes requirements to assist facilities with work practices, protocols, procedures, and systems to control risks associated with infectious agents, such as SARS-CoV-2, the virus responsible for COVID-19.

GBAC

Three of the biggest convention centers in the United States – the Las Vegas Convention Center, Chicago’s McCormick Place and Orlando’s Orange County Convention Center – have signed on to achieve the new accreditation. Accreditation criteria and facility applications are now available at www.gbac.org.

UFI, The Global Association of the Exhibition Industry releases guidance on re-opening trade shows and B2B events post the emergence of COVID-19.

UFI, the Global Association of the Exhibition Industry, released a global framework aimed at the safe and controlled reopening of exhibitions and B2B trade events around the world. The document is intended to become a de facto standard in exchanges with policymakers and authorities around the world.

The framework is put together by a specialist taskforce of partners and industry leaders, whose operational recommendations reflect emerging regulatory conditions around the world. It provides an advocacy narrative on why exhibitions must be prioritized for reopening, which UFI is counting on industry stakeholders to endorse.

Chinese State Council Clears the Way to Restart Exhibitions

With strict prevention measures in place, shopping malls, supermarkets, hotels and restaurants should be all opened, reservations will be used for parks and tourism scenic spots, and indoor areas and closed entertainment places, such as libraries and cinemas will be allowed to hold conferences and exhibitions if necessary.

German Government Clears Path for Exhibitions

In its list of measures on dealing with the current COVID-19 pandemic, Germany has taken the step to segment “mass gatherings”, explicitly highlighting out trade shows and exhibitions as types of events that can be allowed again. While most types of mass gatherings remain banned in the country until the end of August, the 16 German states now have authority to give the go-ahead for trade shows and exhibitions, based on a number of preconditions being met – like a limitation of participants, and approved health and safety measures.

As the first German state, North Rhine-Westphalia has decided that it intends to allow topical (i.e. B2B) trade shows and congresses to run from May 30 if (yet to be specified) conditions are met.

KINTEX

Shows Opening in Asia:

The Hunan (China) Auto Show Opened last week and drew 62,000 visitors

The 53th MBC Construction EXPO / Dong-A Public Facilities & Landscape EXPO 2020 is open May 8-11 in Seoul, South Korea in the KINTEX center

View the recap of our recent industry live Twitter #Expochat - Topic: “Where’s the Beef? A Real Conversation on Industry Initiatives” 

Add new comment

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.