October 2004
15 Years of Show Launches

By Heather Kirkwood

EXPO Magazine has introduced hundreds of shows to the exhibition community over the past 15 years. Hard economic times, shifting industries or new competitors have made launching trade shows akin to opening a new restaurant. Many come and go, but a few become classic institutions for the industries they serve. Here’s a small sampling of events that have withstood the test of time. 

    

1989
Embedded Systems Conference
Show producer: CMP Media
Launch date: 1989
Square footage
   1989: 50 tabletop displays
   2004: 950,000
Attendance
   1989: 300
   2004: 13,146
Web site: www.esconline.com

CMP Media launched the Embedded Systems Conference for engineers and engineering managers who develop computer processor-based technology embedded in the world around us, from cell phones to the Mars exploration rover.

Times have been tough for tech events, but the Embedded Systems Conference has grown to be one of the largest systems design events in North America. Today, the show features more than 350 hardware, software and tools companies plus distributors.

In the years since the first show, CMP has also launched related events in Chicago, Boston, Detroit, Munich, China and Taiwan.

1993
The Traditional Building Exhibition and Conference
Show producer: Restoration Media
Launch date: 1993
Square footage
   1993: 24,000
   2004: 30,000
Attendance
   1993: 7,000
   2004: 6,000
Web site: www.restorationandrenovation.com

The Traditional Building Exhibition and Conference started in Boston in 1993 as the Restoration Show addressing all sorts of restoration projects, from antiques and paintings to old buildings, and attracted a consumer audience. Today, the show is a purely professional, niche event for building professionals, designers, building owners and architects.

In 2000, the show was sold to Restore Media. The company launched a series of publications that serve the show’s audience such as Traditional Building, Period Homes and Old House Journal. In August, the show was renamed again becoming the Traditional Building Exhibition and Conference to more accurately reflect the scope and content of the event. 

1994
Providence Boat Show
Show producer: Providence Boat Show Inc.
Launch date: 1994
Square footage
   1994: 80,000
   2004: 240,000
Attendance
   1994: 22,000
   2004: 30,000
Web site: www.providenceboatshow.com

In 1994, the Providence Boat Show was launched with 22,000 attendees. Back then it cost $8 to get in the door; today, it costs $10.

The show has tripled in size to 240,000 square feet, thanks to a deal worked out between show management and the Dunkin’ Donuts Center located next to the Rhode Island Convention Center. The deal allowed the show to expand its sellable space by 80,000 square feet and to offer booth space with ceiling heights of 90 feet, perfect for sailboat exhibitors. The expansion makes the Providence Boat Show one of the major boating events on the East Coast.

1995
E3
Show producer: Entertainment Software Association
Launch date: 1995
Square footage
   1995: 300,000
   2004: 540,000
Attendance
   1995: 30,000
   2004: 65,000
Web site: www.e3expo.com

The Electronic Entertainment Expo (E3) recently celebrated its 10th anniversary with gusto. According to a study by Exhibit Surveys Inc., the shows features the largest percentage of attendees who plan to buy one of the products on the show floor in the next six months.

The achievement was hard won. E3 is an industry-only event, but plenty of die-hard video game fans try to get in to see the next generation of interactive entertainment and educational software-related products. Exhibitors respond to the show’s growing and quality attendance by selling out the show floor.

But lest the show disappoint the devoted players, this year it launched a consumer Web site, E3Insider.com, to allow loyal followers a peek inside the show. During the week of the show, the site registered more than 700,000 unique users. 

1997
EX-TRACTS
Show producer: George Little Management (GLM)
Launch date: 1997
Square footage
   1997: 19,696, co-located with GLM’s New York Home Textiles Show
   2004: 15,020, a division at the California Gift Show
Attendance
   1997: 1,200
   2004: 31,000
Web site: www.extractsny.com

In 1997, George Little Management (GLM) launched EX-TRACTS: A Tradeshow for Aromatherapy, Home Fragrance & Personal Care at the Jacob K. Javits Convention Center in New York City. Co-located with GLM’s New York Home Textiles Show, the show featured everything from natural soaps and potpourri, to candles and home fragrances.

Today, the EX-TRACTS brand has become a mainstay at GLM and is featured as a show within a show at several of GLM’s larger events, including the California Gift Show and the House to Home Market Week.

Since 1997, the EX-TRACTS brand has launched three new divisions, or market categories, which are featured within the EX-TRACTS section of GLM events. The Natural Products Division is an area featuring products made from organic sources. The New Resources Division features first-time EX-TRACTS exhibitors. The Tools for the Trade Division features b-to-b solutions for manufacturers, retailers and sales representatives inside the business.

2002
Bio-IT World
Show producer: IDG World Expo
Launch date: 2002
Square footage
   2002: 11,400
   2004: 12,500
Attendance
   2002: 1,700
   2004: 1,700
Web site: www.bio-itworldexpo.com

From the beginning, Bio-IT World had the attention of the most senior management at IDG World Expo. Not only does IDG have a history of producing technology events, but also the company’s CEO has an interest in the growing life sciences industry — a sector many expect to be the next hot boom industry that could rival the Internet. The company also founded Bio-IT World magazine the same year and a separate division that offers biotech-related industry consulting.

Between 2002 and 2004, the show has grown its square footage by 10 percent and has now turned its attention to growing attendance. It expects to attract 2,100 attendees to the 2005 show.