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SHOW SCOREBOARD ABA's Marketplace Generates More Than $78 Million in Sales BY DANICA TORMOHLEN, contributing editor Washington, DC – With a 35-year track record of matching buyers and sellers, it should come as no surprise that the American Bus Association (ABA) Mar- ketplace facilitated more than 120,000 buyer-seller pre-scheduled appointments at its 2012 event held January 6-10 at the Gaylord Texan in Grapevine, TX. Buyers who are bus owners and tour operators come to meet with sellers who are travel industry representatives from destination marketing organizations, attractions, restaurants, receptive opera- tors, hotels and associate service suppli- ers. Tese seven-minute business sessions allow buyers and sellers to plan trip itineraries for motor coach group travel throughout the U.S. and Canada. As a result of these business sessions, the ABA Marketplace 2012 generated a total of $78.8 million of booked business for show participants, according to an independent study commissioned by the association. Respondents reported that they anticipated generating an average of $58,065 of business. "Exhibitors and sponsors are able to book a year's worth of sales meetings in one week," said Lynn Brewer, senior vice president, meetings, education and member services, who has worked for the association for more than 20 years. "Te study proves the value of the business they walk away with from the event." Te 2012 event featured a combination of 40 hours of educational sessions, 163 exhibitor booths and the Marketplace Business Floor where buyers and sellers meet for appointments. Te Marketplace Business Floor consisted of 242 8'x8' booths where buyers sit and sellers rotate to scheduled appointments. "Our 2012 event was smaller in terms of gross square footage because we changed the layout of the show to tighten up the aisles and decrease the amount of unused space," said Brewer. "Te new layout gave the floor a better flow, and there was more energy in terms of networking and doing business," she said. Registration for the January 2013 show opened in early April. "We personally call each buyer attendee from the two previous shows, and we help enter the registration information for them," said Brewer. "For us, it's all about customer service." Each year, about 25% of attendees are first-timers. Buyers pay a registration fee to attend the event for the first time, but if they keep all of their appointments, they can send the same amount of people for free the following year. Exhibitors and sponsors are able to book a year's worth of sales meetings in one week. The study proves the value of the business they walk away with from the event. Lynn Brewer, SENIOR VP OF MEETINGS, EDUCATION AND MEMBER SERVICES ABA uses a proprietary database system to match buyers and sellers. Each buyer and seller has their own passport, which must be updated when they regis- ter. In addition, sellers update their pro- files with discounts, new attractions and additional information. "I remember the Trade Show Executive Snapshot: ABA Marketplace Show Metrics Net square feet of exhibit space No. of exhibiting companies Total attendance Venue Official Service Contractor Registration Firm Housing Firm 2012 145,762 163 3,300 2011 222,263 152 3,400 Freeman In-house In-house 2010 179,232 143 3,200 Gaylord Texan Pennsylvania CC Gaylord National Freeman In-house In-house © 2012, Trade Show Executive Magazine, Oceanside, CA (760) 630-9105. 16 May 2012 | Trade Show Executive Freeman In-house In-house