Issue link: https://tradeshowexecutive.epubxp.com/i/58649
European countries support and subsidize trade show participation, and those dollars have been cut dramatically. Te question is how those cuts will impact not only pavilions but also individual exhibitors." ASI SHOW Focused on Increasing Market Share Held in five host cities (Orlando, Dallas, New York, San Diego and Chicago) an- nually, Te ASI Show posted double-digit growth in attendance and number of exhibiting companies in 2011, compared with 2010. Across all five shows serving the promotional products industry, total attendance increased 12.7% while overall booth revenue increased 8%. It certainly doesn't hurt that the pro- motional products industry is trending upward. In 2011, ASI's distributor sales research report revealed total industry sales of $18.5 billion, up 6.2% from 2010. Sales increased for eight straight quarters, with a 6.5% increase in Q4 2011 sales. "We are expecting double-digit growth again in 2012," said Lorenz Hassenstein, vice president and general manager, ASI Show. Over the last few years, ASI has ex- panded its educational offerings to attract a broader range of attendees, such as dis- tributors. Tis year is off to a strong start with shows in Orlando and Dallas deliver- ing record numbers at each event. In 2012, ASI will launch an executive track. In addition to events, the family-owned company also produces online research, education, magazines, newsletters, cus- tom websites and catalogs to its network of more than 27,000 distributors and suppliers throughout North America. "We are focused on growing our market share at a slow and steady pace," said Hassenstein. In 2011, for first time in three years, ASI earned the market share leadership in terms of both total exhibi- FASHION SHOW MALL TAX PROFESSIONALS TOP CONFERENCE CRYSTALS AT CITYCENTER tor square footage at 33.7% (up 4.1%) and total exhibitors at 43.7% (up 7.4%). His biggest challenge: "Prioritizing our opportunities, " said Hassenstein. "Most of the growth will come organically, but we are also looking at partnerships domestically and internationally." CLARION EVENTS Expansion Plans For North America In 2012, Clarion Events, a U.K.-based show organizer with 13 offices in 10 countries, is making a major play to break into the North American market. "North America is our No. 1 target growth market," said Simon Kimble, CEO of Clarion Events Ltd. Clarion, which is owned by a private equity fund managed by Veronis Suhler Stevenson (VSS), produces more than 200 events serv- ing industries such as defense and security, Continued on page 48 SEMA SHOW THERE ARE MORE REASONS TO COME TO VEGAS THAN YOU THINK. Look a little closer and you'll find an outstanding destination for business. Las Vegas offers more than 149,000 rooms and 10.6 million square feet of exhibit space. Factor in more than 900 daily flights, with nonstop service from 120+ U.S. cities, and you'll understand how Vegas ensures exceptional results and many happy returns. Discover today what thousands of meeting planners already know. Visit VegasMeansBusiness.com to learn more. VEGAS MEANS BUSINESS. www.TradeShowExecutive.com | March 2012 47