February 2005
Marketwatch: Show organizers predict banner year for revenue
By Danica Tormohlen
More than half of show organizers (58 percent) are predicting that total revenue from booth sales will increase an average of 27 percent in 2005, according to the 118 show organizers who responded to an online survey conducted by EXPO Magazine and Exhibit Surveys Inc. in December 2004. Only 6 percent are expecting a decrease, while 36 percent expect revenue from booth sales to be about the same in 2005. Revenue from booth sales averaged $3.5 million in 2004 for all shows.
Compared with 2003, 59 percent of show organizers reported that total revenue from booth sales increased an average of 17 percent in 2004, while 18 percent reported that revenue decreased an average of 9 percent. Fourteen percent reported that revenue stayed the same from 2003 to 2004.
Sponsorship revenue will remain flat in 2005 for 47 percent of respondents. But others are predicting a huge increase in sponsorship revenue — with 41 percent predicting that sponsorship revenue will increase an average of 48 percent in 2005. At the same time, 8 percent are predicting an average decrease of 20 percent. In 2004, sponsorship revenue averaged $381,000 for all shows.
Forty-five percent of respondents expect attendance revenue to increse in 2005, with the average increase expected to be 34 percent. Forty percent expect attendance revenue to stay the same, while only 8 percent expect a decrease (average decrease, 6 percent). In 2004, attendance revenue averaged $413,000 for all shows.
What was your total show revenue for booth sales in 2004?
Did your booth sales revenue increase, decrease, or stay the same over 2003?
Do you expect booth sales revenue to increase, decrease or stay the same in 2005?
What was your total sponsorship revenue in 2004?
Do you expect sponsorship revenue to increase, decrease or stay the same in 2005?
What was your total attendance revenue in 2004?
Do you expect attendance revenue to increase, decrease or stay the same in 2005?
For additional statistics and research from this survey, go to www.expoweb.com. You’ll find exclusive Web-only content, including revenue breakdowns for trade associations/not-for-profits vs. independent/for-profit shows:
Independent Shows
Average booth sales revenue in 2004 -- $4.6 million
57% of independent show organizers increased booth sales revenue from 2003 to 2004, an average increase of 15.8%
20% of independent show organizers decreased booth sales revenue from 2003 to 2004, an average decrease of 9.3%
20% of independent show organizers report booth sales revenue stayed the same from 2003 to 2004
63% of independent show organizers are predicting an an increase in booth sales revenue from 2004 to 2005, an average increase of 45.9%
8% of independent show organizers are predicting a decrease in booth sales revenue from 2004 to 2005, an average decrease of 21.3%
29% of independent show organizers are predicting booth sales revenue will stay the same from 2004 to 2005
Average sponsorship revenue in 2004 -- $187,000
53% of independent show organizers expect sponsorship revenue to increase in 2005, an average increase of 72.6%
8% of independent show organizers expect sponsorship revenue to decrease in 2005, an average decrease of 16.5%
35% of independent show organizers expect sponsorship revenue to stay the same in 2005
Average attendance revenue in 2004 -- $259,000
43% of independent show organizers expect attendance revenue to increase in 2005, an average increase of 62.5%
4% of independent show organizers expect attendance revenue to decrease in 2005, an average decrease of 5.0%
49% of independent show organizers expect attendance revenue to stay the same in 2005
Association shows
Average booth sales revenue in 2004 -- $2.4 million
63% of association show organizers increased booth sales revenue from 2003 to 2004, an average increase of 19.1%
19% of association show organizers decreased booth sales revenue from 2003 to 2004, an average decrease of 8.3%
10% of association show organizers report booth sales revenue stayed the same from 2003 to 2004
56% of association show organizers are predicting an an increase in booth sales revenue from 2004 to 2005, an average increase of 10.2%
3% of association show organizers are predicting a decrease in booth sales revenue from 2004 to 2005, an average decrease of 5.0%
41% of association show organizers are predicting booth sales revenue will stay the same from 2004 to 2005
Average sponsorship revenue in 2004 -- $500,000
29% of association show organizers expect sponsorship revenue to increase in 2005, an average increase of 17.9%
7% of association show organizers expect sponsorship revenue to decrease in 2005, an average decrease of 28.0%
59% of association show organizers expect sponsorship revenue to stay the same in 2005
Average attendance revenue in 2004 -- $555,000
47% of association show organizers expect attendance revenue to increase in 2005, an average increase of 13.1%
12% of association show organizers expect attendance revenue to decrease in 2005, an average decrease of 5.9%
31% of association show organizers expect attendance revenue to stay the same in 2005
Danica Tormohlen is Editor of EXPO. She can be reached at 913-344-1303 or e-mail: dtormohlen@ascendmedia.com.
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