Issue link: https://tradeshowexecutive.epubxp.com/i/76788
EVENT RECAP Continued from page 15 to understand that events that cannot be measured effectively will either be down- sized or removed from our portfolio." In addition to the educational sessions, ECEF conducted attendee polls on-site and an online survey of registered and previous attendees before the event. Here are some of the key stats from the on-site polls: y 55% of attendees said they are extend- ing their event online, and 53% are increasing their attendee marketing budgets to strengthen their shows. y 46% of attendees said social media/inter- net marketing is the department or func- tion that is most in need of a staff upgrade. y 44% of attendees said the greatest threat to their events, excluding the economy, is not being able to help exhibitors prove ROI. During the closing keynote, Linda Henman, president, Henman Perfor- mance Group, discussed how to lead a team of virtuosos. Author of Landing in the Executive Chair: How to Excel in the Hot Seat, Henman provided insight on how executives can assess talent before hiring or promoting candidates. "Te ideal candidate should excel in three key areas: behavior, experience and aptitude," she said. "Ethics is the most important requirement, followed by expertise, excel- lence, enterprise and finally experience." To download copies of the presenta- tions and white papers, as well as view photos from the event, go to: http://www. eceforum.com/Content/ContentDisplay. aspx?ContentID=69. ECEF 2013 will be held Wednesday, May 29, at the JW Marriott in Washington, DC. Reach Sam at (703) 979-4904 or slippman@ comcast.net; Nancy at (203) 840-4800 or nwalsh@reedexpo.com; Bob at (212) 697- 5950 or bliodice@ana.net; Jenn at (301) 354-1813 or jheinold@accessintel.com; Jeffrey at (978) 659-4282 or Jeffrey.masters@ phillips.com; and Linda at (636) 537-3774 or linda@henmanperformancegroup.com Convention Centers Look to a More-Diverse Future at ESCA Conference BY HIL ANDERSON, senior editor Coeur d'Alene, ID – A record crowd trav- eled to the scenic resort city of Coeur d'Alene, ID in June for the annual Exhibition Service & Contractors Association (ESCA) Summer Education Conference. Approximately 125 executives from the leading service contractors and ven- dors availed themselves to some produc- tive networking and the hospitality of the city. Tey also enjoyed a full slate of speakers from inside the industry and others who offered useful takeaways from outside sectors. Doug Ducate, president and CEO of the Center for Exhibition Industry Research (CEIR), briefed the audience on the current state of the trade show indus- try and the outlook for the near term. CEIR, Ducate said, expects positive trends to continue over the next few quarters as the economy holds steady. Companies will maintain their market- ing budgets and government agencies continue to send people to important shows and conferences, he said. Over the longer term, CEIR is look- ing at more-modest growth in the size of trade shows with private organizers tak- ing the lead in launches and innovation. 16 July 2012 | Trade Show Executive Associations, Ducate said, may lose their enthusiasm for expanding live events, an area that may not be one of their core functions. Some may even decide to sell off some of their portfolio. "Associations have learned that they are in the 'risk' business," Ducate said. "We'll likely see the comeback of the entrepreneur." Ducate was also doubtful of the long- term and continuous growth of many shows, which will more likely level off at roughly the current average size of 48,000 net square feet (nsf). "Te mega shows have not grown in terms of the numbers of such events," Ducate said. "We'll see the same handful 10 years from now that we have now." Rooms for Rent Since mega shows tend to stay in the same place over the years, the larger U.S. convention centers face a prospect of space standing empty even during weeks when one or two smaller events are being held. Some centers have been proactive by renting or leasing space for offices or computer servers. Te Georgia World Congress Center (GWCC) hosted a movie production company that used an expansive exhibit hall as a sound stage, generating revenue from not only rent but utilities, catering and parking as well. David Causton, general manager of McCormick Place in Chicago, told the audience, "Te 'big' model is changing for all of us." One new and potentially ambitious strategy that has begun to take root is the partnering of convention centers and show organizers to launch new events. Te GWCC this Summer announced it was teaming up with Clarion Events on a food-service show. "Te next phase, I think, is will build- ings join in on buying association shows?" asked Causton. "Facilities are going to have different goals down the road." On Message Over the course of the conference, the value of direct and open contact with customers and employees was a theme of other speakers. y Gina Pignatore, chief research officer at J.D. Power & Associates, produced statistics indicating that customer satis- faction was even more important in the post-recession world. She urged company