To make it easier for its 19,000 attendees to find and connect with those with like interests, the National Association of Realtors (NAR) began in 2002 organizing portions of the exhibit hall at its annual event into networking pavilions. Because the pavilion setup has helped boost attendance and exhibitor participation, and attendee response shows that it creates more valuable networking opportunities, NAR added two new pavilions this year. Each pavilion is focused on a particular real estate niche, such as international real estate or commercial real estate, and set apart from the rest of the floor with prominent signage.

Since 2002, NAR has had two networking pavilions on the show floor, the International Second Home & Resort Pavilion, featuring developers from around the world as exhibitors, and the NAR Pavilion, which includes the association services as well as booths purchased by NAR’s Realtor Benefits Partners, which include insurance, financial services, technology, education and travel companies. This year, the show also added a Green Pavilion, featuring exhibitors that offer green products and services for realtors and their clients, as well as a Commercial Pavilion, with exhibitors offering products and services related to commercial real estate. The cost of space in the pavilions is the same for all locations on the show floor.

While the entire expo isn’t organized into pavilions, the networking areas are spread throughout the show floor to keep traffic moving on the floor. The NAR Pavilion, a traffic draw, is typically located farther away from the main entrance. The Second Home & Resort Pavilion is usually positioned near a secondary entrance so that international attendees can easily find it, and the new Green and Commercial Pavilions are positioned centrally on the floor.

For NAR, the pavilion setup has been an ideal way to structure the show. “International Second Home & Resort, Green and Commercial are three important real estate specialty areas for the association,” says Sue Gourley, Vice President, Convention, at NAR. “In tandem with our year-long efforts to provide
information, resources and networking benefits for members who specialize in these areas, the pavilions are a place where these attendees can come together to find specialty products and services
and network face to face. They also serve as a promotional tool to attract more members to get involved in these specialties.”

Each pavilion includes a networking area in the center, with several tables and chairs for easy connecting. “We originally had networking lounges in meeting rooms off the expo floor, but never got good traffic or participation,” Gourley says. “If the room didn’t have lots of people in it, others
didn’t feel comfortable entering. By putting the networking area in the middle of the exhibitors who serve the specialty, we increased traffic and awareness by those walking the show floor, and people are
more comfortable entering the area to sit and talk with others.”

NAR measures the success of its pavilions in several ways. First, they’ve helped boost attendance in the specialties they serve. For instance, the International Second Home & Resort Pavilion “is a big hit with members and international delegates,” Gourley says. Since it was created in 2002, international attendance has grown from 1,100 to 1,678 in 2008.

The pavilions also help increase awareness and activity in the specialty. Since NAR launched its International Pavilion, attendee feedback has shown that U.S. realtors have increased their marketing and referral efforts with international real estate professionals as well. Some of that growth can be attributed to the fact that “the seating area in the center of the exhibits provides a great place for networking, and finding others with the same interests,” Gourley says. The pavilions have also helped draw exhibitors who are interested in specific market segments. For instance, this year the new Green and Commercial pavilions each attracted about 30 exhibitors, many of them new to the show.

And even though the number of exhibitors in each pavilion may fluctuate, Gourley says the organization of each specialty in its own pavilion helps to build a foundation for growth. For instance, this year, the
International Pavilion attracted 20 exhibitors, but it has drawn as many as 40 in recent years. “While second home and resort properties have taken a big hit in the market downturn, the pavilion networking lounge continued to be packed in 2008 and was a great buzz for the show,” Gourley says. “Because we’ve kept our audience and their place on the show floor, it will help bring back our exhibiting developers as the market recovers.”

NAR’s Strategy
GOAL: Give attendees opportunities to interact with others of like interest, and attract new exhibitors in specific industry niches.
STRATEGY: Create networking pavilions throughout the show, organized by interest or industry niche.
RESULTS: Since launching the International Pavilion, NAR’s international attendance has grown from 1,100 in 2002 to 1,678 in 2008. U.S. realtors have also increased their marketing and referral efforts with international real estate professionals.