Tradeshow Business Down by 35%

According to a recent survey, convention business in Las Vegas has dropped by 35%. I believe this is caused by two factors:

1. The economy
2. Perception of Las Vegas as an extravagant location

In 1982 I was responsible for one of the largest tradeshows in the financial services industry and I lobbied my bosses heavily to let me hold the conference in Las Vegas because the costs were very inexpensive compared to other cities that we usually held the conference.

I had to overcome three perception. First, that "bankers" and other respectible people would not go to Las Vegas for a conference. Second, that Las Vegas was too much of a party town. And third, that no one would actually attend the presentations and workshops.

In today's economy and with the government bailouts of various industries these perceptions are even more prevalent in the minds of companies putting on the trade shows and conventions, the companies exhibiting, and the people attending the trade show.

As the economy recovers, I believe that Las Vegas will once again become a prime location for trade shows and conventions and the people who are farsighted enough to take advantage of the low prices and the superior negotiating position they have now will reap big rewards. And properly done they can eliminate any adverse publicity or perceptions.

By the way, in 1985 my conference was finally held in Las Vegas and the results were stunning; attendance reached an all-time high, the presentations and workshops were better attended than any previous conference, and the bottom-line was that we made more money on that year's conference than any other time.

The moral here is... What Goes Around Comes Around. I believe that Las Vegas will come back.

From "How To Be A Tradeshow Superstar" by Michael T. Curtiss, CEO Thunderbird International Group

For additional information on how to be a more successful tradeshow exhibitor go to TradeshowMentors.com

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