The Boston Miracle
Given the background — a poor economy, a pretty bum weather season and the high cost of the convention hotel — the whole thing can be called a miracle of sorts. Attendance was good, the seminars, while not all above criticism, were varied and valuable, the finale, with the industry dressed to the nines in evening clothes, had the feel of an elegant family celebration.
The only factor missing was a rousingly successful trade show. Heaven only knows, the facility for it was as good as it can get in terms of space and convenience. In fact, we rattled around in it, such was its size. The exhibitors knocked themselves out with their booths, and seen as a whole, no NSAA trade show ever looked better.
But, for whatever reason, the energy level was never there. It was dead. It’s too bad, because the cost of exhibiting is high — not just in booth space, but in the logistics of it all.
We can’t fault USIA or NSAA on this one. They were completely responsive to the wishes of exhibitors. No, the fault lies with the exhibitors. To them we have a simple message: now that we are a merged industry, take a look at the pros on the other side — your fellow suppliers, the SIA members. Do you think for one minute they would allow their lifeblood, the SIA Las Vegas show, to falter? Their Trade Show Committee, the most powerful and active of all, stirred by all the other members, would rally immediately to take corrective action. They wouldn’t wait for their customers, the retailers, to do it for them. At Boston, the supplier meeting — an important one — didn’t even come close to getting a quorum.
Until there is a sense of purpose among suppliers, the national show will be seen as a fundraiser for the association, and as just one of many components of the convention.
But, coming back to the positive, congratulations on Boston, and thanks to the old NSAA staff — now scattered, alas — for all they did to pull it off. And a salute to Jim Kroll, USIA’s able trade show manager, for his contributions to the success.
A SAM editorial
