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SHOW SCOREBOARD Former Super Show Execs Record Double-Digit Growth at the Sports Licensing & Tailgate Show BY DANICA TORMOHLEN, contributing editor WHAT'S THE GAME PLAN for creating, building and selling a successful trade show? Ask Stanley Schwartz and Hardy Katz, who together launched the Tennis Industry's National Buying Show and Fitness Industry Buying Show in 1974 and sold the rights to the show in exchange for a 24-year management contract with the Sporting Goods Manufacturers Associa- tion (SGMA) in 1985. Te event became part of the Super Show, which attracted 90,000 attendees at its height before closing in 2008. Instead of retiring aſter their contract ran its course, the duo launched the Sports Licensing & Tailgate Show in 2006 with little fanfare. "Te show really hit its stride dur- ing the economic downturn of 2008-2009 and has now seen double-digit growth in exhibitors, buyers, revenues and profits for three years in a row," said Schwartz, show director, ShowProCo LLC. At this year's event, held Jan. 11-13 at the Mandalay Bay Convention Center in Las Vegas, the number of exhibiting companies rose 22.7%, net square footage soared 18.4% and attendance increased 6.3%, compared with 2011 (see Trade Show Executive Snapshot sidebar). In 2013, the Sports Licensing and Tailgate Show will be moving to the Las Vegas Convention Center. "Te new venue enables the show to remake and expand our floorplan and, more importantly, ac- commodate a grilling demo area that will draw many more tailgating exhibitors," said Katz, show director, ShowProCo. So what's their strategy for success? Trade Show Executive interviewed the industry veterans to find out how the Sports Licensing & Tailgate Show has been able to sustain record growth despite the economic recession. A Sporting Chance Te idea for the show hatched aſter discussions with organizations that were part of Te Super Show. "Over the last three decades, we've developed relation- ships with a number of sports leagues and organizations, such as the NFL, NBA and NASCAR," said Schwartz. "Tey came to us looking for a way to showcase their licensees. Te licensors have seen growth over the last six years. We got lucky. We hit a category that has grown nicely." Indeed, U.S. consumers spent $15.4 bil- lion on pro and college licensed goods in 2010, according to the Licensing Indus- try Merchandisers Association (LIMA). "Unfortunately, there are not more recent statistics, but I would say the industry has seen steady growth in the last year," said Mark Stewart, executive director, Tailgat- ing Industry Association (TIA), a newly formed organization representing manu- facturers for this developing industry. On top of that, the tailgating industry reports nearly $20 billion in annual reve- nues on durable goods and consumables, said Stewart, who has worked with Katz and Schwartz for more than 20 years. "Our industry has fared better than some because fans are so passionate about their teams," he said. "We think there's a lot of pent up demand for new products, and both industries, which are closely linked, are poised for explosive growth as con- sumer confidence increases." Despite the fact that there are other trade shows covering the licensing indus- try, the business partners felt the niche was large enough to support its own event. Teir relationships with the licensors have proven invaluable. Te show doesn't have any formal agreements with the major Trade Show Executive Snapshot: Sports Licensing & Tailgate Show Show Metrics Net square feet of exhibit space No. of exhibiting companies Total attendance Venue 2012 58,000 319 7,978 2011 49,000 260 7,504 2010 41,000 220 7,390 Mandalay Bay Convention Center 50 March 2012 | Trade Show Executive