Organizer: National Restaurant Association
Location: McCormick Place, Chicago

2011 Exhibit Hall Square Footage: 515,422
RANK: 1
Growth from 2010: 6.7%
RANK: 24

2011 Attendance: 57,782
RANK: 4
Growth from 2010: -0.19%
RANK: 32

2011 Exhibitors: 1,938
RANK: 1
Growth from 2010: 10.4%
RANK: 18

Attendees Per Square Foot of Exhibit Hall Space: 0.112
RANK: 15

Revenue Growth from 2010: 12%
RANK: 18

One of the trade show world’s largest events, the National Restaurant Association’s Restaurant, Hotel-Motel show is number 6 among the Top 25 Fast-Growth Shows. The show’s success can be attributed to a variety of campaigns, most notably the NRA Show Daily Deals program.

“My view of success consists of a combination of tried and true practices and being innovative,” says Mary Pat Heftman, executive vice president for the association’s convention division. “If you don’t balance the two you can stunt your growth or get in a wild goose chase. The important thing is we looked back at our selling practice and structure and realized we were not equipped or giving the best opportunity for success. We re-tooled our selling structure and staff, now it’s built on customer relationship development, customization and management.”

The online program that ran before and during the event was designed as a group buying service and served as a springboard to connect buyers and sellers even closer together on-site. The show saw a 12 percent increase in revenue and a 10.4 percent increase in the number of exhibiting companies—something planners say was helped by this program.

The program was designed in a similar form to the popular website Groupon. Buyers were allowed to purchase deeply discounted deals online and fulfill them face-to-face with sellers on the exhibit floor.

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