How Regional Trade Shows are kick-starting the industry. When the global pandemic hit in early 2020, it brought the live events industry to a screeching halt. The global economic impact of trade shows, estimated to be $325 billion in business sales and 3.2 million jobs, highlights the importance of getting this sector back up and running. Not only is it economically important but it also “offers platforms for businesses and people to connect, trade, discover and learn, to benchmark and become more innovative and competitive[1].” 

​

As the US slowly begins to open back up, we are finding it helpful to look at our colleagues in Europe and Asia as a model for what the future of live events might hold.  

​

The European Exhibition Industry Alliance (EEIA) recently laid out a structured framework for safely reopening exhibitions and B2B trade events after the emergence of COVID-19.  The key elements include:

• Ensuring personnel and personal safety

• Enabling physical distancing

• Increasing the health and safety measures

• Implementing crowd control

• Encouraging and enforcing measures

 

EEIA coalition member, Nick Dugdale-Moore, Regional Manager-Europe of UFI, the Global Association for the Exhibition Industry, argues that regional trade shows could be the engine that jump starts the event industry in the wake of the Covid-19 crisis. 

 

The argument that regional tradeshows and local events could lead the way seems like a counterintuitive idea. All too often, we think of regional trade shows as sort of “B-level” events.

 

However, while national or international shows are too large for the current environment and require participant travel, regional shows will allow attendees to by-pass the unknowns of air and rail travel and will allow organizers to better control social distancing and other health concerns. 

​

In our experience, regional trade shows can also offer a few key advantages, even beyond just safety and security. For example:

• A smaller group of attendees opens up the possibility of creating a more intimate atmosphere, where attendees get to learn and meaningfully connect.

• With fewer attendees, guests can actually ask questions of keynotes or breakout session leaders and have more open, impactful conversations.

• Networking and informal hallway conversations can happen more naturally.

• It may be easier to help your guests continue networking and to create a meaningful community after your event.  Attendees are better able to meet and connect again without the obstacles of distance, time zone differences, air travel, etc.

• From a strictly planning perspective, these events can also be cheaper and simpler to execute.

 

We believe that regional trade shows and local events offer the industry an interesting and exciting way forward.