CES Is Headed Back to Las Vegas in 2022

May 3, 2021

CES, the U.S.’s largest trade show and the world’s most influential technology event, will return to its longstanding home of Las Vegas Jan. 5-8, 2022. Set to take over the Las Vegas Convention Center and other venues along the Las Vegas Strip, including The Venetian/Sands Expo & Convention Center, Aria Convention Centre and Mandalay Bay Convention Center, the behemoth trade show and conference will also produce a digital version for those unable to attend in person. 

“We’re thrilled to return to Las Vegas — home to CES for more than 40 years — and look forward to seeing many new and returning faces,” said Gary Shapiro, president and CEO of the Consumer Technology Association, which owns and produces the show. “Hundreds of executives have told us how much they need CES to meet new and existing customers, find partners, reach media and discover innovation.”

Approximately 1,000 companies have already committed to exhibiting in 2022, with more continuing to sign up. Newcomers including Caterpillar, Indy Autonomous Challenge and Sierra Space planning to make their CES debut next year, according to CTA officials. Exhibitors will also have the opportunity to create a digital presence to engage virtual audiences.

CTA anticipates that nearly 75,000 attendees will convene face-to-face at CES, a considerable drop from what it attracted in 2019, when 175,212 attendees and 4,550 exhibitors spanned more than 2.9 million net square feet of exhibition space. Still, a large global digital audience could likely make up for that shortfall, and CTA officials say the association looks at several different ways to measure success, including attendee numbers, exhibitor sales and ROI, post-event satisfaction surveys from various stakeholders. The success of CES 2022 will take into consideration many of these measurements and will not be defined on one measurement only, they added.

Despite the fact that the show will be spread out among several venues, creating more room to allow for social distancing on the showfloor and in conference rooms, not everyone may feel comfortable attending such a massive event in person. 

CES

Enter the digital portion of the hybrid CES experience. After a successful all-digital edition in 2021, CTA is ready to create a virtual component that will allow digital audiences to experience the spirit of the live event. The CES anchor desk, which debuted at CES 2021, will travel to Las Vegas and connect the digital audience with exhibitors, conference sessions, keynotes and product announcements, with new content to be added post-event that will enable attendees and exhibitors to continue connecting and exploring. 

While going hybrid successfully may seem like a massive undertaking for such a giant show, CTA officials appear undaunted.  

“CTA has had many years of experience creating an exciting live event and prior to CES 2021 [and] we had added many digital elements to the event, including live streaming,” explained Jean Foster, senior vice president of marketing and communications, CTA. “Creating a hybrid event for 2022 is the next phase of that evolution. We will incorporate our learnings from the all-digital CES 2021 to create a truly unique experience.” 

More information about the digital aspect of CES 2022 will be shared at a later date, she added.

CTA will be staying abreast of the latest CDC guidelines and coronavirus safety measures in addition to state and local guidelines. It will follow applicable federal, state and local laws, adapt CES plans accordingly and share updates with its audiences, according to CTA officials.

“Our customers are enthusiastic about returning to a live event in Las Vegas,” said Karen Chupka, executive vice president of CES, CTA. “Global brands and startups have shared that plans are already well underway and are committed to sharing the magic of an in-person CES with even more people from around the world.”

The show’s live return is great news for Las Vegas and the state of Nevada, which is allowing hospitality and event venues to fully re-open to 100% capacity by June 1, setting the stage to lure back its previously booming trade show and meetings business. In 2019 alone, the destination welcomed approximately 6.6 million people for conventions, generating a total economic impact of $11.4 billion, according to the Las Vegas Convention and Visitors Authority.

The city will host its first major in-person trade show in late spring, when World of Concrete returns to the LVCC June 8-10. 

 

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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.