SHOW NEWS: Exhibitors Lower Expectations for Columbus

John Wolz

Low expectations may make the National Industrial Fastener Show/East look good this year.\
�I�m thinking of Columbus as copying the NFDA one-on-one format,� one exhibitor told FIN.�It is open eight hours. If I talk to 16 distributors for half an hour each I�ll be very happy.�
The 22nd annual distribution-oriented show will be 9 a.m. to 5 p.m. Tuesday, May 21, 2002, at the Greater Columbus (OH) Convention Center.
Distributor registration for the show, which was once the dominant North American fastener industry event, peaked back in 1995 at 1,753. The show has slipped in distributor attendance each year for the past six years and according to show management�s total numbers registration was down to 715 in 2001.
Nonetheless many exhibitors rated the 2001 Columbus �a good regional show� and reported the opening hours were a successful business session.
Show management maintains optimism about drawing from �the distribution-heavy states� of Ohio, Illinois, Indiana, Michigan, New York and Pennsylvania. �It appears that our convenient, Midwest location within close proximity to a number of major fastener centers is attracting a large complement of drive-in visitors this year,� general manager Gloria Crase said.
However, some exhibitors are nervous about distributor attendance this year. �Distributors come to see exhibitors. There are fewer and fewer exhibitors at Columbus,� one veteran exhibitor said. �They are better off going to Las Vegas.�
The number of booths at Columbus dropped 41% from 2000 to 283 booths last year. Thus far show management reports only 130 companies have signed up for about 150 booths for 2002.
According to show man-agement�s numbers, Las Vegas is trumping Columbus. Already 320 exhibiting companies have signed up for 400 booths at the November show in Las Vegas.
Even the first Las Vegas show had 228 booths.
The number of Columbus exhibitors could still climb. One Columbus regular not yet on this year�s list told FIN he is holding out for a lower booth price. �I hear that last year they were discounting at the end. Maybe I will then.�
In addition to fewer booths, hurting attendance this year will be moving the Hall of Fame banquet to the November Las Vegas show. Previously held exclusively in Columbus, the banquet drew industry friends of inductees to the show.
Several other traditional sessions are abandoning Columbus. The Fastener Industry Coalition will meet in conjunction with the June 19-20, 2002, Chicago Bolt, Nut & Screw Association�s 50th annual golf tournament and 21st annual trade show. There won�t be the traditional post-show distributor party at Columbus this year.
Show management is trying to attract attendees with a free Tuesday continental breakfast and show special on Palm handhelds (model M125 preloaded with show information for $149 ordered in advance). Show general partner Jim Bannister said attendees will carry a virtual trade show in their hand to make notes and exchange data electronically with exhibitors.
There will be a show-sponsored welcome reception from 5 p.m. to 6 p.m. Monday in the Hyatt Regency Hotel bar.
In the show�s heyday the Hyatt bar was a shoulder-to-shoulder crowded informal networking throughout each evening of the show.
Though the show promoters have made several attempts to expand into tools and safety equipment, several exhibitors told FIN they see no indication show management has successfully found a new lure for distributors.
Publishers told FIN that show management has not reserved advertising space to promote Columbus to distributors in spring editions of The Distributors Link, the new distribution-oriented section of Fastener Technology International or fastener distributor association publications. The show is traditionally promoted heavily in the sponsoring magazine, American Fastener Journal.
For Columbus show information contact general manager Gloria Crase. Tel: 614 895-8348 Fax 614 895-3466 E-mail: nifswest@fastenershows.com Web: fastenershows.com
How to Cut Costs at Columbus
� Order booth furniture, electrical and telephone services before the May 3, 2002, advance discount deadline.
� Reserve hotel rooms before the advance reservation deadlines (Adams Mark, April 19; Crowne Plaza, April 21; and both Hyatts April 22). Rooms at the four official hotels range from $109 to $152. Lower-cost alternative: Rooms at the Red Roof Inn across the street and down two blocks from the convention center start at $62.99 online. Web: redroof.com
� Ship less booth. How much booth should you take? A good measure is what the show sponsors use. At the Industrial Fastener & Forming show the sponsors had hard walls, full counters, conference table and upholstered chairs, demonstrating their confidence in the show. Conversely, if a show sponsor uses just standard-issue tables and chairs and a cheap banner, it could be taken as an indication of what the sponsor thinks the show is worth.
� After the April 19 attendee advance registration deadline contact show management to ask if distributor numbers are up or down from last year. Adjust booth staff accordingly. Save money by canceling hotel rooms if reducing staff and shipping fewer brochures and samples than last year.
Several exhibitors said they are cutting costs by staffing their booths primarily with Midwest sales people instead of CEOs and headquarters staff.
� Make airline reservations by May 3 for 14-day advance discounts. �2002 FastenerNews.com