November/December 2004
Exclusive EXPO Research: Site Selection Trends
The industrys first-ever study reveals how show organizers make site selection decisions.
By Danica Tormohlen
 How do other show organizers make site selection decisions? The industrys first-ever site selection survey presented by EXPO Magazine and conducted by independent research firm Exhibit Surveys Inc. (ESI) reveals who makes site selection decisions, how the process works, when it begins, how the final decision is made, and when the contract is signed. Find out the most critical factors for selecting a location and the most critical factors for leaving a destination. In addition, find out which regions are most popular for which shows.
Danica Tormohlen is Editor in Chief of EXPO. She can be reached at 913-344-1303 or e-mail: dtormohlen@ascendmedia.com.
Methodology
Questions were compiled by EXPO and Exhibit Surveys Inc. Surveys were e-mailed on July 23, 2004, with an explanatory note from Exhibit Surveys to 5,005 EXPO subscribers. A drawing for $300 was included as an incentive. Responses were returned directly to Exhibit Surveys in Red Bank, NJ, for tabulation. Exhibit Surveys received 344 qualified responses to the survey, a 7 percent response rate. The margin of error is plus or minus 5 percentage points. Exhibit Surveys reports a 95 percent confidence level in the results (if the survey were done 100 times, the results would fall in these same error ranges 95 times). Please note: Keep in mind that the sample size for corporate event management is fairly small.
STEP#1
When does site selection begin?
Average: 4.2 years out
Trade association/society 5.24 years out
For-profit show producer 3.19 years out
Corporate event management 1.55 years out
STEP#2
How does the site selection process begin?
For most shows, choosing a group of cities is more important than the geographic region.
For association shows, 56% narrow either a group of cities and 44% narrow to a geographic region.
For for-profit shows, 65% narrow to a group of cities and 35% narrow to a geographic region.
For corporate events, 73% narrow to a group of cities and 27% narrow to a geographic region.
STEP#3
What research is done?
Site inspections are the most popular way to research cities, facilities and hotels.
82% of association, for-profit and corporate event managers do site inspections
73% of association, for-profit and corporate event managers call the CVBs/convention centers and hotels for packages of information
60% of association, for-profit and corporate event managers visit the CVBs/convention centers and hotels Web site
52% of association, for-profit and corporate event managers ask for feedback from exhibitors
47% of association, for-profit and corporate event managers put out an RFP for cities to answer
STEP#4
If applicable, when do show managers present sites for board/committee/ internal approval?
Average: 3.5 years out
Trade association/society 4.3 years out
For-profit show producer 2.9 years out
Corporate event management 1.4 years out
STEP#5
What are the most critical factors in selecting a location? (Listed in order below)
Size of the exhibit is the most critical factor for selecting a city for association, for-profit and corporate event managers.
Trade association/society
1. Size of exhibit hall
2. Potential attendance draw from city or region
3. Number of meeting rooms
4. Geographic location
5. Hotel room rates
For-profit show producer
1. Size of exhibit hall
2. Geographic location
3. Rental cost of the facility
4. Exhibitor opinions
5. Total cost of the city (transportation, hotels, etc.)
Corporate event management
1. Size of exhibit hall
2. Geographic location
3. Potential attendance draw from city or region
4. Rental cost of the facility
5. Total cost of the city (transportation, hotels, etc.)
STEP#6
Besides a regular rotation, what are the most critical factors in a decision to leave a city? (Listed in order below)
Lack of attendance draw from city or region is the most critical factor for leaving a city for association, for-profit and corporate event managers.
Trade association/society
1. Lack of attendance draw from city or region
2. Event outgrew size of exhibit hall
3. Labor issues/costs
4. Exhibit complaints
5. Attendee complaints
For-profit show producer
1. Lack of attendance draw from city or region
2. Exhibitor complaints
3. Event outgrew size of exhibit hall
4. Rental cost of facility too high
5. Labor issues/costs
Corporate event management
1. Lack of attendance draw from city or region
2. Event outgrew size of exhibit hall
3. Member complaints
4. Wanted to try a newly upgraded or newly built facility
5. Labor issues/costs
STEP#7
How is the final decision made?
Most show managers decide or recommend the city, facility and hotels to a board, committee, or their immediate supervisor; and 98 percent of
the boards or committees approve their recommendation.
12% of association, for-profit and corporate event managers decide on the city, facility and hotels
25% of association, for-profit and corporate event managers recommend the city, facility and hotels to their immediate supervisor
47% of association, for-profit and corporate event managers recommend the city, facility and hotels to a board or committee
2% of association, for-profit and corporate event managers decide on the city and facility, but someone else on staff decides the hotels
14% use some other means (including available dates, client decides, executive director/chairman decides, association membership decides, etc.)
98% of their committees or boards approve the recommendations made to them.
STEP#8
When are contracts/ agreements signed?
Average: 2.6 years out
Trade association/ society 3.1 years out
For-profit show producer 2.3 years out
Corporate event management 2.0 years out
What industry does your show serve?
| Hi-tech (computer and communications) |
14% |
| Manufacturing/Industrial/Packaging |
15% |
| Hospitality/Food service /Food |
5% |
| Education |
7% |
| Professional services |
10% |
| Retail |
6% |
| Construction/building |
5% |
| Medical/Health care |
8% |
| Engineering/Scientific/Raw materials |
7% |
| Consumer/Consumer goods |
10% |
| Other (including transportation, sports/travel/entertainment/art/consumer services, government/non-profit services and others) |
13% |
Which of the following comes closest to describing your primary responsibility (not necessarily your title)?
| |
Trade association/society |
For-profit show/producer |
Corporate event management |
All
respondents |
| Executive Director/CEO/President/Owner: Strategic and financial responsibilities for entire organization. No direct day-to-day management of events |
7% |
20% |
17% |
14% |
| Vice President: Strategic and financial responsibilities for all events. Supervises all or some of the titles below |
14% |
21% |
17% |
17% |
Convention Director/Manager: Responsible primarily for the strategy and management of a convention, including housing, registration, transportation, marketing and promotions
|
21% |
12% |
13% |
17% |
| Show Manager/Director: Responsible primarily for the strategy and management of an exhibition, including budgeting, contract negotiations and booth sales |
41% |
21% |
26% |
30% |
Conference Manager/Director: Responsible primarily for the strategy and management of the educational components of events, including speaker selection and content development
|
1% |
1% |
0% |
1% |
| Meeting Manager: Responsible primarily for the logistics of an event, including food and beverage, AV and program management |
10% |
8% |
13% |
10% |
| Other |
7% |
16% |
13% |
12% |
What type of organization do you work for?
How much exhibit space (in net square feet) does your show require?
How many attendees does your show attract?
How many room nights does your show generate?
What type of events are produced by your organization?
| |
Trade association/
society |
For-profit show/
producer |
Corporate event
management |
All
respondents |
| Conventions with trade shows |
82% |
68% |
61% |
72% |
| Conventions without trade shows |
16% |
22% |
26% |
21% |
| Trade shows with no convention |
16% |
46% |
52% |
33% |
| Meetings/conferences |
79% |
53% |
65% |
65% |
| Corporate events |
11% |
21% |
65% |
22% |
| Consumer exhibitions |
11% |
36% |
35% |
27% |
In which regions do you hold/plan to hold conventions or trade shows?
 |
