February 2006
Marketwatch: Revenue
Show organizers predict a doubt-digit increase for booth sales in 2006
By Danica Tormohlen
Nearly 70 percent of show organizers are predicting that total revenue from booth sales will increase an average of 12 percent in 2006, according to the 170 show organizers who responded to an online survey conducted by EXPO Magazine and Exhibit Surveys Inc. in December 2005. Only 6 percent are expecting a decrease, while 25 percent expect revenue from booth sales to be about the same in 2006. Revenue from booth sales averaged $3.3 million in 2005 for all shows.
Compared with 2004, 67 percent of show organizers reported that total revenue from booth sales increased an average of 13 percent in 2005, while 19 percent reported that revenue stayed the same. For-profit show organizers reported an average increase of 14 percent, while association show organizers reported an average increase of 11 percent.
More than half of show organizers (55 percent) predict that sponsorship revenue will increase an average of 17 percent in 2006. Compared with 2004, 55 percent reported that sponsorship revenue increased an average of 15 percent in 2005.
Danica Tormohlen is Editor of EXPO. She can be reached at 913-344-1303 or e-mail: dtormohlen@ascendmedia.com.
Booth Sales Revenue
$3.3 million
Average for all shows in 2005
Booth sales revenue continues to rise in 2006
Do you expect booth sales revenue to increase, decrease or stay the same in 2006?
Most report booth sales increase in 2005
Did your booth sales revenue increase or decrease over 2004?
Sponsorship revenue in 2005
What was your total sponsorship revenue in 2005?
Sponsorship revenue up in 2006
Do you expect sponsorship revenue to revenue to increase, decrease or stay the same in 2006?
Attendance revenue in 2005
What was your total attendance revenue in 2005?
Find additional exclusive Web-only content from this survey, including:
• Attendance revenue predictions for 2006
Do you expect attendance revenue to increase, decrease or stay the same in 2006?
Increase -- 45%
Decrease -- 22%
Stay the same -- 33%
By what %
Average increase -- 12%
Average decrease -- 13%
• Revenue by show type (association vs. for-profit)
Association:
Average booth sales revenue in 2005 -- $2.9 million
Average sponsorship revenue in 2005 --$304,000
Average attendance revenue in 2005 -- $640,000
For-profit
Average booth sales revenue in 2005 -- $3.8 million
Average sponsorship revenue in 2005 -- $1.5 million
Average attendance revenue in 2005 -- $528,000
• Revenue by show size (less than 100,000 NSF vs. more than 100,000 NSF)
Less than 100,000 NSF
Average booth sales revenue in 2005 -- $1.2 million
Average sponsorship revenue in 2005 --$1.4
Average attendance revenue in 2005 -- $432,000
More than 100,000 NSF
Average booth sales revenue in 2005 -- $5.5 million
Average sponsorship revenue in 2005 -- $350,000
Average attendance revenue in 2005 -- $704,000
• Revenue by show revenue (less than $2 million in gross revenue vs. more than $2 million)
Less than $2 million in gross revenue
Average booth sales revenue in 2005 -- $676,000
Average sponsorship revenue in 2005 --$117,000
Average attendance revenue in 2005 -- $456,000
More than $2 million
Average booth sales revenue in 2005 -- $5.8 million
Average sponsorship revenue in 2005 -- $1.6 million
Average attendance revenue in 2005 -- $656,000
• Verbatim responses from respondents on their biggest challenges with revenue
What's your biggest challenge with increasing revenue in 2006?
Attracting additional registrants/attendees to a West Coast location
Booth sales
Competition from larger shows
Connecting with the right decision maker
Creative offerings
Dealing with industry consolidation
Enough staff to pursue booth sales and sponsorships
Exhibit and sponsorship sales
Finding new exhibitor and attendee prospects
Getting East Coast Attendees
Getting paying attendees to the event
Growing attendence
Maintaining or increasing exhibitor/attendance revenue
Making our event valuable
Membership attendance is down due to costs and legislature bills curtailing travel for our members
New Business
New customer acquisition
People without meeting budget dollars
Reaching my market economically
Venue space
EXPO Magazine has partnered with Exhibit Surveys Inc. to conduct the Marketwatch surveys and report the results. For more information about Exhibit Surveys, visit www.exhibitsurveys.com or call 800-224-3170.
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