One-third of U.S. residents are multicultural. By mid-century that number will be closer to one-half. To draw more exhibitors and attendees to your show, you can't ignore these demographics. Make sure you understand the cultural nuances necessary to reach and interest these markets. There can be big paybacks for those who spend the time to understand target markets, and hazards for those who don't. To see more information on how to increase multicultural attendance, read Marketing to Multicultural Audiences in the September issue of EXPO Magazine.