CEIR’s Brian Casey Unveils Trade Show Industry Trends
May 24, 2014
At the recent Shepard Exhibition Services’ three-day client event, Sandbox, which recently was held in Atlanta, Brian Casey, the president and CEO of the Center for Exhibition Industry Research, presented trade show industry trends occurring now and into the future on the final day.
Casey began his session by talking through the latest CEIR Index Report numbers, which tracks the overall health of the trade show industry by looking at 14 different industry sectors.
The good news is; the industry still is growing, albeit at a slow and steady pace.
Casey then broke down the trends into separate areas, taking a look at ones that impacted organizers first.
A few of the trends he mentioned included the fact that exhibit space is exceeding demand right now, which he added was “artificially pumping up margins in the business.” He cautioned organizers should focus on creating other revenue streams as a result.
Casey said the recession also caused some organizers, particularly associations, to get so risk averse, they were essentially frozen in place. He added that it always was important to evolve with the times and not fall behind.
He also suggested organizers to remember that they were in the business of relationship selling and encouraged them to not only see their biggest exhibitors every year, but also their biggest attendees.
Overall, he said the trend of “mega-shows” has fallen sharply and is moving towards smaller, “cozier” events.
For exhibitors, he said they “weren’t just writing checks” anymore and wanted to pay for results. Casey added that they also want quality over quantity when it comes to the business that comes to their booths.
In regards to facilities, he said that many had fourth generation construction underway and there were several that needed major upgrades. Other trends included fewer exclusives, free Wi-Fi in public areas, partial space repurposing and some facilities are becoming organizers as well.
“Space exceeds supply, yet supply grows” he added of facilities.
Lastly, Casey encouraged everyone to embrace technology.
“I think people who are fearful of technology … ought to be thinking of how to integrate it into their exhibitions,” he added.
Shepard’s Vice President Richard Maples closed the Sandbox program with an overview of Shepard’s 2013-2014 investments, including upgrades to the OLP system, introduction of FAB tensions fabric (highlighted during Sandbox) and new freight-tracking systems.
Partner Voices
Overview:
The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality.
In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way.
“We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.”
Amenities:
The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.
The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience
The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need.
Gold Key Members
The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events.
OCCC Events:
This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.
The Center’s top five events during their 2022-2023 fiscal year included:
AAU Jr. National Volleyball Championships 2023
200,000 Attendees
$257 Million in Economic Impact
MEGACON 2023
160,000 Attendees
$205 Million in Economic Impact
Open Championship Series 2023
69,500 Attendees
$89 Million in Economic Impact
Sunshine Classic 2023
42,000 Attendees
$54 Million in Economic Impact
Premiere Orlando 2023
42,000 Attendees
$108 Million in Economic Impact
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