Issue link: https://tradeshowexecutive.epubxp.com/i/76788
TRENDING & SPENDING An Insider's Perspective How is the economy impacting the exposition industry? Tis month, six industry experts give you projections and early warning signs based on registration patterns, exhibit space commitments, long- and short-term bookings, and discussions with peers and customers. Together with the rest of TSE's Exposi- tion Forecasting Board, they have insider knowledge about the true performance of the majority of U.S. trade shows. And just like economists, they don't always agree. Teir diverse opinions, however, provide valuable insights to help you formulate your plans. Medical/Healthcare Sector Will Expand Dramatically with Obamacare "With the so-called 'Obamacare' declared constitutional by the Supreme Court, we can expect it to exert a soſt cap on economic growth for the rest of the year since it is now estimated to cost $1.76 trillion over the next 10 years and result in 21 new taxes. Overhead costs for most U.S. trade show organizations will go up due to higher premiums and Medicare surtaxes; however, the medical sector should prosper with millions of new clients leading to increased demand for medical services, equipment, hospitals and more, which will benefit those organizers and vendors pres- ently active or looking to launch in the medical sector." Frank Chow, CHIEF ECONOMIST Trade Show Executive Media Group Darlene Gudea, PRESIDENT Trade Show Executive Media Group Attendees Shrug Off Higher Travel Costs "Despite rising travel costs, attendees came out in force at May trade shows, pushing attendance growth to 4.3%, and continuing a growth rally that began in Q3. Tis was despite the hike in the average domestic airfare of 4.8% in the First Quarter of 2012, compared to the same period last year, according to the U.S. Department of Transportation's Bureau of Transportation Statistics. Hotel rates rose even more — 5% during the same time frame, says American Express Global Business Travel Research. "Look for attendance gains to be modest in the months ahead, unless air fares stabilize or decline. Tat isn't likely to happen. Airline mergers have reduced com- petitive choices, and additions to airline capacity will be very slow and pegged to the economy. And if oil prices climb substantially due to geopolitical issues or shortages, airfares will continue to rise, taking a bite out of business travel." David Loechner PRESIDENT Nielsen Expositions Nancy Walsh EXECUTIVE VP Reed Exhibitions 'Prove It or Lose It' Joseph V. Popolo, Jr. CEO Freeman Mandates Prevail "Sustainable growth in face-to-face marketing budgets will be contingent on individual exhibitors proving their ROI from events to marketing management. One of the reasons for the trend towards digital marketing is demonstrable ROI. Event ROI (and ROO for that matter) are measurable but certainly not as easy as for digital marketing. Perceived value of events still appears to be high, but today's marketers are being chal- lenged to 'prove it or lose it' more so than ever." Skip Cox PRESIDENT & CEO Exhibit Surveys 22 July 2012 | Trade Show Executive Steve Carey DEPUTY EXECUTIVE DIRECTOR National Truck Equipment Association Chris Brown EXECUTIVE VP National Association of Broadcasters