May 2004
Organically grown

Since the early ’20s, George Little Management  has been an exhibition industry standard. Thank Jack Withiam and his partners’ strategic vision for its organic growth over the years.

By Dawn J. Grubb

As an 8-year-old earning a buck a week on his older brother’s paper route, Jack Withiam learned the secret to success: Always put the customer first. Never throw a customer’s paper in the bush, and never, ever interrupt dinnertime to collect money.

Withiam carried this childhood lesson over into adulthood where his keen business sense and razor-sharp customer focus have helped him excel in exhibition management. The Executive Vice President and General Counsel for George Little Management (GLM) knows that delivering excellent service and fulfilling customers’ needs makes one stand out in today’s competitive field.

“We’ve always taken customers’ needs and desires seriously at George Little. It’s what our company was built on,” says Withiam. “Our growth is directly related to our customers’ growth.”

Founded in 1924 by George F. Little, the company has blossomed into one of the largest producers and marketers of consumer product trade shows. GLM, based in White Plains, NY, offers a menu of services, including exhibit sales and marketing, attendance promotion and buyer services, media relations, seminar and special event production, customer service and registration, database development and management, operations, display, financial services and accounting, and Internet development and marketing.

Little’s grandsons, Will and Jeff Little, carry on the family tradition and direct the firm today with help from five partners, including Withiam who oversees administrative functions, all legal issues and two shows: the National Stationery Show and the Hospitality Sales & Marketing Association International’s (HSMAI) Affordable Meetings.

“Becoming a conglomerate is not our thing. Our strategy is steady, organic growth in core industries rather than growth through acquisitions. It’s the way this company has grown up,” says Withiam. “We grew out of the gift industry and today serve niche markets that we understand very well. We strive to understand individuals’ and exhibitors’ needs so that we can help them achieve a profit.”

As a boy growing up in Horseheads, NY, Withiam dreamed of playing center field for the New York Yankees rather than managing trade shows. But a shoulder injury during college dashed the athlete’s dreams. He graduated with a bachelor’s degree in economics and English from Hamilton College in 1971 and then a law degree from Union University in 1974. Upon graduation, he joined the working world as in-house counsel for Citibank’s investment management division, where he assisted such big-name clients as Ford, Pfizer and Lloyds of London.

Withiam’s career took a turn when college pal and fraternity brother Jeff Little convinced him to join his family’s business in 1978. “It was a leap of faith for me, but it was the best move that I’ve ever made,” says the 55-year-old.

The lawyer received a crash course in exhibition management by walking the show floor and meeting exhibitors and attendees. The face time gave Withiam a better understanding of important industry issues and helped develop solid relationships with GLM’s core customers. He also learned by trial and error.

“I remember a labor walkout during the early ’80s at the Atlantic City China and Glass Show. People from George Little, the facility’s operations and security pushed brooms until the wee hours to make the show happen,” recalls Withiam. “It was really fun and exciting for me to watch it all come together. Exhibitors and attendees had no clue what was going on. We just did what was necessary to get the job done.”

Withiam and his partners have instilled this same “get the job done” attitude in their 200 employees, empowering them to make decisions and work independently. The right mix of self-starters affects the bottom line. “We hire people who can think on their feet and solve problems. We can teach them about trade shows,” says Withiam. “I love watching people develop. When I see employees succeed, I realize that I’m good at what I do.”

Having a talented team and great business partners allows Withiam to live a comfortable life. A 15-minute commute enables him to sneak home to Greenwich, CT, for his daughter’s piano recital or three sons’ sporting events. Outside of work, he enjoys golf, tennis and quality family time biking and skiing with wife Lynda and their four kids. He also coaches his sons’ basketball, soccer and baseball teams, and he’s a wine connoisseur who’s acquired a nice collection over the years.

Like fine wine, some businesses improve with age. Today, GLM boasts satellite offices in Los Angeles and Toronto and serves such diverse industries as giftware, social stationery, home textiles, tabletop, gourmet products, contemporary furniture and personal care. It’s involved in the production of more than 50 trade shows in 16 markets throughout the United States and Canada, attracting some 642,000 attendees and showcasing nearly 36,500 exhibitors. Withiam says that while growth is part of the company’s overall strategic plans, the main priority will continue to be customers.

“My philosophy is think long-term — don’t just look for today’s paycheck,” he says. “You have to decide whether it’s in the best interest of your customers and the industry that you’re serving, not just what’s good for this year’s P&L statement.”

Words of wisdom

As a key partner at GLM, one of the industry’s top producers of consumer product trade shows, Jack Withiam knows how to get ahead. Here’s his advice on succeeding in the exhibition business today:

Form tactical alliances. Forget acquisitions. GLM plans to grow their firm organically by strategically partnering with leading trade show producers within the gift and home industry. For example, they first formed an alliance in 1993 with Western Exhibitors and then followed with the Dallas Market Center in 1997, dmg world media in 2000 and Urban Expositions in 2001. As a result, GLM is now involved in some 24 events related to the gift, home and New Age industries, and has expanded its geographic market footprint across the United States and Canada.

Make your contracts bullet-proof. Growing organically means keeping core businesses healthy. “Most contracts are not buttoned as tight as they could be,” warns Withiam. “There were no contracts 20-some years ago — nothing was in writing, the parties just knew the conditions after talking about them and coming to an agreement. It’s important that you have everything in writing.”

While you don’t need a 30-page document, says Withiam, 12 pages vs. three is better to cover all of the issues. He suggests envisioning every worst-case scenario of what could go wrong (hotel breach, shuttle bus breakdown, etc.) and then detailing exactly how you’d want a situation fixed. “Make sure you have provisions outlined in your contract,” he says. “And most important, have outside counsel review all documents.”

Support your customers. When you’re banking on growing organically, your growth is very tied to the health of the industries you serve. Staying connected with your customers will help you better understand their key concerns and the industry’s concerns. Withiam sits on the board for the Greeting Card Association and frequently attends meetings in Washington, DC to inform lawmakers about the effect postal increases have on the industry. Plus, GLM’s partners have been loud supporters of the proposed expansion of New York City’s Jacob K. Javits Center.

“We produce more shows in New York than anyone else, and we’re a key piece of the distribution channel for our retail product shows,” says Withiam. “Making sure the city approves this expansion is critical to us and our shows.”

Stay involved in the show industry too. Throughout his career, Withiam has received several accolades for his industry involvement. He’s a past IAEM Board Member, past President of IAEM Services Inc. and served as Vice Chair of IAEM’s 2000 Strategic Planning Task Force. He currently edits IAEM’s Professional Exposition Training Module: “Legal Aspects of Running Trade Shows and Expositions” and represents the industry as IAEM’s appointee to the Convention Industry Council’s APEX Commission.

What’s more, Withiam and IAEM COO Cathy Breden met with Congress members and representatives from the Department of Homeland Security, Federal Bureau of Investigation, U.S. Department of State and federal security agencies on March 30, 2003, to urge changes to U.S. immigration and travel policies. They told lawmakers firsthand accounts of how U.S.-based exhibitions have been harmed as a result of exhibitors, visitors and freight being denied or delayed in transit to the United States.