UFI and SISO Launch Global Campaign to Support the Exhibitions and Events Industry

March 4, 2020

In the wake of Novel Coronavirus (COVID-19) resulting in a series of trade show cancellations worldwide, UFI, the Global Association of the Exhibition Industry, and SISO, The Society of Independent Show Organizers, have launched a new campaign, “This Show Is Open”.

The campaign materials are available for download here: https://www.supportingevents.org/

The campaign is intended to support exhibition and event organizers around the world as they put the industry’s full experience to the task of keeping events going wherever possible, in line with the guidance of health authorities and the interests of their customers.

“Exhibitions and events are especially important in times of disruption. We stand to fulfill our obligation to maintain opportunities for people to meet wherever possible,” said Greg Topalian, SISO Chair.

He added, “As part of the exhibitions industry, we are committed to keep our exhibitions and events going around the world wherever we can do so."

The campaign launches as the global outbreak of COVID-19 is challenging societies around the world.

As health systems and governments deal with the outbreak, exhibitions and events globally are being postponed or cancelled where deemed necessary.

 At the same time, exhibitions and events are one of the core elements to both keep industries and economies going – they are both among the most responsive and resilient economical tools.

“Exhibitions and events are essential to millions of businesses around the world. They exist to provide platforms for people and industries to meet, to trade, and to collaborate,” said Mary Larkin, UFI President.

She added, “Small and medium businesses in all industries in particular depend on exhibitions. And, like all types of events, they support the economy worldwide.”

The “This Show is Open” campaign consists of material that UFI and SISO are making available to their respective memberships – covering all the global leading companies in exhibition management as well as regional and national heavyweights.

They can add the visuals and text material to their ongoing communications around upcoming exhibitions – highlighting the fact that, while numerous exhibitions around the world are being postponed or cancelled due to CIVID19, many shows are taking place successfully around the world.

“We have one simple message here,” said Kai Hattendorf, UFI CEO and David Audrain, SISO ED. “As an industry, we strive to make it possible for every company to come to the show floor, to seek to meet with industry peers, to drive the exchange about how and to what degree their respective industries are impacted by COVID-19, and to secure the successful future for their business.“

Industry leaders are welcoming the campaign: “I have been a strong supporter of this campaign ever since I heard of it. At Tarsus Group, we will use the material provided to help get the word out loud and clear that our industry is open and resilient,” said Douglas Emslie, CEO of London-based global organizer Tarsus Group.

Both UFI and SISO are as well inviting other associations serving the wider meetings industry to join the campaign, to help to grow awareness.

“As the current president of the Joint Meetings Industry Council, I will invite all the member associations of this global framework to join this campaign,” said Kai Hattendorf.

He added, “We will also be happy to offer other networks like the ‘Events Industry Council’ to share the campaign – this issue is one that calls for the whole meetings industry to come together and collaborate.”

The campaign materials are available for download here: www.supportingevents.org

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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.