“LFI’s goal is to reach out to students as we believe that they represent the future of the commercial and architectural lighting industry, as well as affiliated industries like architecture, design and engineering,” says Elly McCloud, Executive Director of Marketing, Conference and Attendee Relations at LFI. “The LFI Student Outreach Program was created to introduce students to the robust offerings of Lightfair, inclusive of the trade show, conference and networking events, exposure to manufacturers, services and resources, as well as world-class lighting-related education and the 23,000 professionals who attended LFI 2009.”

 

Available to all students with a valid student ID, the program includes discounted student pricing, such as free entrance to the exhibit hall and to one seminar of their choice, and a Student Full Conference Pass for $100. The pass includes eight seminars, entrance to the exhibit hall for all three days and the LFI Innovation Awards, regularly priced at $525.

 

The organization also offers complimentary hotel rooms to students “when there are opportunities within our housing block,”McCloud says. For students who want to attend more than the free sessions, but can’t afford to attend others, LFI also created a student volunteer program, which lets students volunteer in a number of positions, including room monitor/badge scanner, usher/ticket attendant, CEU/information center attendant, badgeholder pick-up station support, registration line monitor, tour monitor and floater. An on-site Student Volunteer Coordinator also provides on-site support for students. “All student volunteers receive a four-hour orientation the day before the show starts from Lightfair staff,”McCloud says.

 

“Additionally, they attend a brief update meeting prior to each volunteer shift to provide any specific information needed.” The arrangement works well for both the students and the show organizers. While students gain valuable industry knowledge, work experience and networking opportunities with industry professionals and other students, LFI saves money on temp staffing costs. “We can hire less temporary staff, but we give students free courses so that’s revenue LFI doesn’t receive,”McCloud says. LFI also reaches out to students with “tailored learning opportunities for first-time Lightfair attendees, information about lighting education opportunities and networking opportunities,” McCloud says.

 

For instance, students receive free access to the New Attendee Orientation session, which helps newbies navigate the conference program, the show floor and the LFI Lighting Education Forum. The effort paid off, resulting in a 79 percent increase in student attendance from 2008 to 2009. At LFI 2009, held in New York in May, of its 23,000 attendees, organizers succeeded in attracting 399 college students, up from the 223 college students who attended in 2008. Of those, 18 students from 12 different colleges and universities participated in the Student Volunteer Program, up from 11 last year when it launched as a pilot program.

 

LFI marketed the program directly to university professors through direct mail and e-mail.“More than 300 educators received a letter with Lightfair student posters, with a request to display the posters around their departments or schools and to promote Lightfair and the student learning opportunities at the trade show and conference,” McCloud says. Organizers hope to continue growing the student program for 2010.

 

“Next year, we’ll strive to increase the number of student volunteers and student attendees, while adding more networking opportunities for students to personally meet industry professionals,” McCloud says. “We’re also currently looking into adding educational opportunities for students and young professionals to learn what’s critical to succeed in the commercial and architectural lighting industry.