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sports organizations, but many have at- tended and supported the trade show. "We asked if they wanted an ownership stake, but they weren't interested," said Katz. Over the years, organizations, like the NBA, have exhibited, held meetings and hosted special events at the show. "Te Sports Licensing and Tailgate Show is an important industry event," said Brian Keegan, vice president of retail marketing and development for the NBA's Global Merchandising Group. "Te show will provide us with the opportunity to sup- port our licensees and our retail partners." Our industry has fared better than some because fans are so passionate about their teams. We think there's a lot of pent up demand for new products, and both industries are poised for explosive growth as consumer confidence increases. Mark Stewart, EXECUTIVE DIRECTOR, TAILGATING INDUSTRY ASSOCIATION Guaranteed Sales at the Show Tere's no doubt that a key element of the trade show is purchasing. To help accom- plish that goal for retailers and exhibitors, the show producers launched the License to Buy program in 2008. "Retailers were telling us that they were looking for show specials and new products, and exhibitors told us they wanted proof that they were going to sell something," said Schwartz. Te program is designed to incentiv- ize at-show purchase orders. Exhibitors offer exclusive show discounts to buyers willing to sign on the dotted line before they leave Las Vegas. To the exhibitor, it provides a measurable bottom-line result to justify their three days at the show. To the buyer, it not only offers tangible savings on products they would normally purchase, but also the program generates credits toward their hotel bill and other travel expenses related to the show. Te program costs $500 for exhibitors to participate, but the show offers them a money-back guarantee if no buyers take advantage of the discounts they offer. Show management promotes the offers — which range from free shipping on orders to discounts of 10% or more — before the show via email and online, as well as on site in the show directory. In 2012, 58 of the show's 310 exhibitors (nearly 20%) participated in the program. Only two program participants did not re- ceive orders. "Trough this year's program, we tracked $3 million in orders from more than 50 exhibitors and provided buyers with more than $23,000 in hotel, airfare and meal credits," said Schwartz. Style and Substance Among the other highlights of the three- day convention were a Tailgate Style Show and Ultimate Tailgate Party at the House of Blues (both presented by Corona Extra), luncheon panels on Social Media and Tailgating Event Planning (both presented by TIA), and a Tailgate Pitch Tank, featur- ing Kevin Harrington (an event created in conjunction with TIA). A pioneer in the infomercial industry, Harrington, chairman and founder of TV- Goods Inc., is an investor on Shark Tank, an ABC show where entrepreneurs pitch their ideas in hopes of securing invest- ment financing from a panel of business experts. Harrington gave 33 exhibitors the opportunity to give a five-minute product pitch. He will choose five to feature on a 30-minute tailgating show this Spring on the Home Shopping Network. "Tis is a huge opportunity for the small companies who invent great products in this industry to get exposure and increase sales," said Schwartz. For example, Toronto-based Interactive Toy Concepts Ltd. exhibited and pitched its RC Cooler, a battery-operated, remote control ice chest that travels up to 50 feet with the push of a button. Harrington helped to get the product placed on Te Tonight Show with Jay Leno. "If you are looking for real job cre- ation and true entrepreneurism, look no further than the trade show industry," said Schwartz. He and Katz hope to help exhibitors launch and grow their compa- nies, as well as their own. "Once you get a trade show off the ground, it's a great business to be in," said Katz. "Our end goal is to build and sell the show." And if history is any indication, that goal ap- pears to be within reach. Reach Stanley at (305) 893-8771 or SSchwartz@csmipi.com; Hardy at (305) 893- 8771 or HKatz@csmipi.com; Mark at (732) 939-6099 or mstewart@tiassn.org www.TradeShowExecutive.com | March 2012 51