International Vision Expo East Continues to Evolve

April 7, 2017

By Elizabeth Johnson

 

International Vision Expo East, held March 31-April 2 at the Jacob J. Javits Convention Center in New York City, added even more content to an already successful event.

The annual trade show and conference provides a venue for fashion designers to display their latest eyewear and for eye care professionals to find resources improve their businesses.

While the show saw an increase in exhibiting companies, with 714 exhibitors spanning 270,326 square feet of expo space compared to 2016, when 631 exhibiting companies occupied a 270,985 sq. ft. showfloor, Vision Expo is certainly not taking this expansion for granted; it continues to evolve the attendee experience in creative ways.

Show organizers augmented Vision Expo East’s educational program, which offers 320 hours of education for every level, by partnering with Google to offer Google Connect VIP Event and a day-long program including Google Talks and a hands-on workshop facilitated by Marketing4ECPs.

During these sessions, Google gurus discussed how to best utilize digital marketing tools to enhance the brand presence of their eye care business, attract new customers and retain current ones.

Meanwhile on the showfloor, four fashion shows occurred throughout the first day, showcasing the latest eyewear trends.

Each of the four shows had a specific theme, including colors, shapes, details and lenses. In true New York fashion, models walked a path through the showfloor to the Bryant Park Lounge that was designed with a Fashion Week vibe.

Additionally, emerging designers could distinguish themselves in the New Designer Gallery located in the Madison Square Park Lounge, which featured a curated collection of modern eyewear.

Another important new showfloor feature was the Optical Profit Center. Here, eye care professionals seeking to make key investments in their practice could find what they needed to grow.

“Eye care professionals can find new revenue streams, technology and ways to improve efficiency,” explained Melissa Ashley, senior vice president at Reed Exhibitions.

She continued, “If an eye care professional walks the entire area, they should be able to find opportunities to add $100,000 to their businesses.”

The section also included pop-up talks that provided practical takeaways for eye care professionals to consider as they make changes to their businesses.

The creative features didn’t wait for the event to open – a pre-event press preview gave members of the media a one-hour update on fashion trends, including a preview presenting 29 designers’ wares to bloggers and industry press.

“We’re creating a buzz in the market,” Ashley said. “It’s one way this show supports the industry.”

The show is co-produced by Reed Exhibitions and The Vision Council, therefore, profits are funneled back into the industry.

The Vision Council, along with American Optometric Association, leads the “Think About Your Eyes” national public awareness campaign that educates the public about vision health and encourages Americans to get regular eye exams.

At the close of the show, organizers will evaluate each of the show’s new features and gather insights from a variety of stakeholder groups, according to Ashley.

“We’ll hear from our medical advisory board, the young professionals committee and even monitor social media to understand their needs, then we’ll plan for next year thinking about how we design a show floor and aggregate exhibitors that work for them,” she said.

International Vision Expo East will return to the Javits Center March 16-18. The show ranks No. 78 on the TSNN 2016 Top 250 U.S. Trade Shows list.

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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.