June 2003 Profile
Pedal to the metal

After 23 years with Reed Exhibitions, Tony Calanca is speeding down a new path

By Dawn J. Grubb

Tony Calanca covets the driver’s seat. After a successful 23-year ride with Reed Exhibitions, the 49-year-old veteran is becoming a rookie again. Calanca kick-started 2003 by exiting Reed to launch Infinity Expo Group, a full-service show management company in Shelton, CT.

Calanca admits leaving the corporate comfort zone can be nerve-wracking, but not as much with friends riding shotgun (see sidebar). Now the Reed expats are back at the starting line — and Calanca wouldn’t have it any other way. “I’d been with Reed a lifetime and figured if I was going to work another 20 to 25 years, I wanted control over the journey,” he says.

Calanca doesn’t always take the road less traveled. In fact, his career path has pretty much led him down the straightaway. After earning a bachelor’s degree in business administration from Bradley University in Peoria, IL, he joined Cahners Expo Group (which became Reed) as Assistant Operations Manager in Chicago. A year and a half later, he migrated to New York and polished his skills until reaching the top: Senior Vice President of Operations for Reed’s North American division. There he oversaw several shows and a large, diverse staff. He quickly learned people don’t want to be managed — they want to be led. “As long as you remember this and treat them accordingly, you will do well,” he says.

Calanca gained valuable business savvy like this along the way, but he also gained some important lessons early in his life when he began mowing lawns at age 12: Deliver what you promise, and work begins once the sale is made. “Customers expect you to show up every week like you promised. They don’t care what’s going on, they want their lawns mowed,” he says. Lawn care also tested his negotiating knack. “My dad worked for International Harverster, and I talked him into buying me a Cub Cadet riding mower. I borrowed the money.”

In college, he got a healthy dose of reality selling insurance door-to-door. “Success and failure is determined in 15-minute clicks,” says Calanca. “I learned to show up prepared every day, listen to people and deal with constant rejection and sporadic success.”

Consider the job a perfect practice lap for his latest venture, which is proving that start-ups have the advantage — especially when it comes to delivering on promises. Starting from scratch allows Calanca and his partners flexibility in determining pricing, inclusions and projected attendance. “We have no benchmarks other than making a profit of some amount, so we’re free to use all these things in our strategic decisions,” he says. “Since we’re not beholden to any growth directives that might drive different decisions on pricing or inclusions with the space we sell, we can more easily accept a lesser return as long as we’re still profitable.”

While Calanca and partners are confident about the road ahead, they also realize there’ll be potholes to dodge while finding a niche. They’re betting service will set them apart from competitors. Infinity’s Web site touts, “At the end of the day, the event business is a service business…and service businesses often live or die with the people who drive them.” Calanca and crew are driven.

Clients receive the luxury of working directly with the Infinity principals, who handle everything — sales, marketing, new business development, research and operations — a necessity with only eight staffers. “Our philosophy is this is a marriage. We’re combining our expertise to build the company together,” says Calanca. “But our goal is controlled growth. We want to provide high-quality products and services in an environment conducive for all employees.”

Calanca’s a big believer in balancing work and family. Leaving the corporate rat race offers more time with his wife, Pat, and sons, Dan, 13, and Billy, 15. He’s coached their baseball teams and foresees more duties ahead as the boys delve into football, basketball and lacrosse. Every year, the Calancas enjoy a Vermont ski trip and try to outsmart each other filling out the NCAA basketball tournament brackets for the family pool. During down time, Calanca studies military history, often finding business insight from leaders such as Admiral William “Bull” Halsey and Colonel Lewis “Chesty” Puller.

“Both emphasized using the best information available, making as good a plan as possible and then executing with confidence and certitude. Although this manifests itself differently in war than in business, the principal of going now with a good plan instead of getting ‘paralysis by analysis’ is very valid,” says Calanca.

Traveling abroad and learning different cultures is another passion, and Calanca just might have the chance to combine work and play. He wants to visit Russia, and partner Mark LoGuirato has European and Russian business connections. This could mean business for Infinity as international attendance and destination venues become more important — a prospect that energizes Calanca.

“During the next several months, we’ll come out of this economic funk, which should provide us with tremendous opportunities. We plan to explore them all,” he says. “When you’re with a big company, you have restrictions. But at a smaller company, you get to be an explorer.”
And Calanca is ready to venture down that path.

Calanca’s six career-boosting tips
An accomplished career isn’t built by chance — it takes hard work and business know-how, says Tony Calanca, Partner with the Infinity Expo Group, who shares these tips for success:

Build relationships. Calanca spent 15 years in Reed’s operations and six in the consumer and association show groups, overseeing high-profile events such as the Global Gaming Expo, SHOT Show and Book Expo. They provided the perfect avenue to network and build lasting relationships.

“A reputation is earned, not bestowed,” he says. “It’s a small industry, and people can be very generous with their time and energy. Treat them with respect, and you’ll earn their trust.”

Remember friends. Calanca joins ex-Reeders Mark LoGuirato, Jamie Swanson and Nancy Jo Wiggin to shape Infinity into a major player. While the partners are eager for success, they’re cautiously prioritizing opportunities. “We have to make sure we’re not spinning our wheels because resources are limited with a smaller company,” Calanca says.

Find a niche. Teaming with trade associations provides access to established communities rather than launching general-interest shows and building customers from scratch. Infinity partnered with a renewable energy conference and a private company that manages manufacturing conferences to offer exhibitions during shows.

“The groups had already coalesced around a common interest, so we didn’t have to pull them together to support our new product offering. Instead, we’re customizing our offering to their needs,” says Calanca.

Embrace change. Trade shows reflect the markets they serve, they don’t make the markets, says Calanca, who sees great change ahead. “Shows will have to focus on more than just filling a building with bodies, they’ll have to deliver greater value for all participants, adding components to maintain their success. This bodes well for smaller, more vertically niched shows, as opposed to broad-based events,” he says.

Believe in yourself. Don’t be afraid to make mistakes and ask questions, because there’s always someone who knows more than you, advises Calanca.

Be reasonable. Working in the exposition industry requires constant negotiating, whether it’s with hotels, exhibitors, suppliers or attendees. Don’t rush to take all your chips off the table, warns Calanca. “You’ll probably work with people again down the road, so put yourself in their shoes,” he advises.