Issue link: https://tradeshowexecutive.epubxp.com/i/65565
POWER LUNCH BOB: Pack Expo 2011 in Las Vegas exceeded all growth expectations, post- ing double-digit increases in domestic and international attendance, as well as net square feet. Given the economic challenges you've faced in the last three years, how did you achieve this incred- ible turnaround? JIM: First, PACK EXPO shows have remained successful because we con- tinue to expand our reach as our indus- try changes. Fiſteen years ago, we were primarily a packaging machinery show, but today, we are a packaging materials, components processing and machinery event. Second, our show is horizontal and we serve probably 20 different verti- cal markets including food, beverage, pharma, personal care, confectionery, etc. While not every industry is growing in this economy, we do focus on the hot top- ics within all those sectors and that has allowed us to remain both relevant and a leading show. Lastly and probably most important, three years ago our board created a committee called the "Trade Show Strategy Committee." It was tasked to look at our show and develop ways to keep it relevant and world-class five to ten years from now. Te group concluded we need to be more customer-centric and create a show around what the attendee wants and needs. Tat is what we are currently doing. SPONSORED BY BOB: Can you share some specific innovations as a result of this strategy committee? JIM: We launched this new approach on our web site in 2011 with targeted vertical marketing micro sites. Ten we added vertical lounges on the show floor, with "innovation stages" for exhibitors to make presentations. We created a new pavilion for the pharmaceutical industry, enhanced our partnerships with other industry associations and invited Gen- eral Colin Powell to address our general session. Aſter the show, we evaluated the results. For the three targeted groups, we saw double-digit increases in attendance. Our year-to-date space sales are up over 6% and we are working with more outside groups to expand our reach. It's too early to tell what attendance will look like, but we feel confident it will also increase with our new focus. BOB: Do you feel you can sustain this growth when the show returns to McCormick Place this October? JIM: Absolutely. Our year-to-date space sales are up over 6% and we are working with more outside groups to expand our reach. It's too early to tell what atten- dance will look like, but we feel confident it will also increase with our new focus. BOB: Given the recent dismal economy, what innovations did you implement to Eye on the Ball. Pittas has been involved with the trade show industry for 20 years and has guided PACK EXPO through extreme challenges such as 9/11 and new opportunities such as social media and the green movement. 36 May 2012 | Trade Show Executive keep your events on track for growth? JIM: Te customer centric approach is really the most important thing we are doing. We strongly believe if we take care of our attendee-customers, we will continue to grow and stay relevant to the industry. Tat, in turn, will take care of the needs of our exhibitor-members. Continued on page 38