Trade Shows Move Ahead While Addressing Coronavirus Concerns

March 3, 2020

While trade shows throughout the globe are continuing to cancel due to fears of COVID-19, some major events in the U.S. and Germany are forging ahead. They’re leveraging strong and transparent communication plans to reassure concerned attendees and exhibitors that their health and safety remain a top priority. 

CONEXPO-CON/AGG & IFPE

CONEXPO-CON/AGG & IFPE will be taking place as planned at Las Vegas Convention Center, March 10-14. According to a statement on its website, the show is not only closely monitoring the latest updates from the Centers for Disease Control and the World Health Organization, but is also working proactively to reduce any health risks at the event. While some of the show’s international exhibitors and attendees will not attend the shows due to travel restrictions and the spread of the virus in China, Italy and South Korea, CONEXPO is still expecting more than 130,000 attendees, according to show officials.

Overall, the expected cancellations of China-based exhibitors and attendees will have a very limited impact on the shows, representing less than two percent of the almost 2.7 million net square feet of exhibit space and 1 percent of registrations, according to the statement.

Meanwhile, CONEXPO-CON/AGG & IFPE is staying transparent with its participants by providing regular updates and posting a list of precautionary protocols it will be following to keep its attendees and exhibitors safe at the show.

EXHIBITORLive 

With no reported cases of COVID-19 in Clark County or Nevada, EXHIBITORLive officials say that so far, they’ve experienced no cancellations except from international exhibitors traveling from areas where air travel has been restricted. 

Set to take place March 29-April 2 at Mandalay Bay Resort & Casino in Las Vegas, the show for event marketing professionals says it is also monitoring the situation via the CDC and the WHO while actively working with health agencies, venues and suppliers to stay on top of the latest information and guidance available, according to a statement on its website.

As of press time, EXHIBITORLive is expecting an estimated 225 exhibitors and nearly 5,000 attendees. 

IMEX Frankfurt

Although IMEX Frankfurt is still several weeks away, it is continuing to “plan confidently for the show,” according to a dedicated COVID-19 page on its website. Set for May 12-14 at Messe Frankfurt in Frankfurt, Germany, IMEX officials say there are no plans to postpone or cancel despite the cancelation of major events across Europe within the past few days.

According to a statement from IMEX officials, “This unprecedented situation is changing daily so we remain watchful, but also focused on delivering what is an extremely important event for the global business events community.”  

In addition, IMEX says it is in daily contact with its global partners around the world and in Europe, with the German Convention Bureau, Messe Frankfurt and the Frankfurt Tourist Office and the appropriate authorities, including national and global travel and health advisory bodies. IMEX is also consulting with experts on the appropriate sanity and health measures and plans to take all appropriate measures at the event.  

In its messaging, IMEX is also encouraging calm, cool-headedness and reliance on science to separate fact from fiction while preventing further panic during this time of uncertainty. 

“COVID-19 is presenting the business events and travel industries with an unprecedented global challenge,” reads a statement from IMEX officials. “The IMEX team are passionate believers in, and advocates for, the substantial social and economic power of meetings and events. We know that the negative long-term impact of speculation, hype and over-reaction will be damaging not just to our industry, but also to your local communities and business as a whole. We feel strongly that it is our collective responsibility to focus on the facts and to act with common sense and sound judgement, taking the advice of the relevant authorities and scientists.”

TSNN is continuing to monitor the rapidly changing situation regarding COVID-19’s impact on the trade show industry. Check back regularly for more updates.

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.