TSNN/SISO Research: What is on the Minds of Top For-profit, Association Show Organizers?
November 1, 2017
Leading a show from a top for-profit business-to-business exhibition company or an association with a sizable trade show is no easy task.
That’s why TSNN and Access Intelligence Research & Consulting recently partnered with the Society of Independent Show Organizers to take a deeper look into what current challenges leaders in the exhibition industry are facing.
The TSNN Research Report – “The Exhibition Management Leadership Study: How SISO Members and Top Associations are Positioning for Growth and Innovation” - is the latest in a series of reports from TSNN and AI.
“SISO is happy to be working with TSNN on another research project for our members and the industry,” said SISO Executive Director David Audrain.
He added, “SISO members are extremely interested in opportunities for growth, and retaining talented staff is key to being able to grow our businesses. I am sure that the industry will find this information very useful.”
Among other findings, leading exhibition producers expect to see moderate to strong growth for their events business during the next year to year and a half.
Only 14 percent expect weak to flat or no growth during the next year to eighteen months. In short, the near-term industry outlook is good.
Organic growth of existing events is by far the top growth strategy – a significant 85 percent of exhibition producers selected this, followed by 58 percent selecting partnerships and 42 percent indicating new hires.
Exhibition producers are being somewhat cautious in terms of investment and risk taking. Most are focusing on their key events, and bolstering these events with partnerships and new hires.
Besides the overall health of the economy, the top risk to growth is considered to be exhibitors questioning ROI – both of these areas were selected by 50 percent of respondents.
It's a positive sign that no single risk or group of risk factors, besides the economy and exhibitor sentiment towards exhibitions (which is a critical issue), has been selected by more than four out of 10 of the respondents.
In the report, exhibition organizers also gave their thoughts on topics including new revenue sources and innovation:
“Added attendee experience sponsored show floor features including immersive technology showcase, and use of beacon tag technology for attendee traffic monitoring."
Industry areas where innovation is most needed:
"Customized individual attendee experiences, pre-show, in-show and post-show."
And, among other topics, biggest opportunities:
"Trying to capture data, and making good use of it."
The TSNN Research Report Series were launched last year for suppliers and organizers in the industry o have valuable at their fingertips on managing conventions and exhibitions with recommendations on how to be effective.
The studies analyze attendance marketing, exhibitor and sponsorship sales practices, detailed event management financials, technology, and other key areas in-depth. The studies provide need to have data, metrics, ratios and insights.
For more information on how to buy past reports on Attendance Marketing, Exhibit Sale and Sponsorships or Event Technology, please visit HERE.
To order “The Exhibition Management Leadership Study: How SISO Members and Top Associations are Positioning for Growth and Innovation”, please go HERE.
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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