How will trade shows cope with economy?
The annual conference season is upon us (I guess it's really a never-ending loop). But an open question is whether the sad state of the economy will hurt attendance at conferences organized by trade associations and specialty conference firms.
Companies are trimming travel budgets to cope with the slowdown in business, so it only stands to reason that the conference industry could be impacted. That's bad news for trade associations, who often rely on annual conferences to bring in the lion's share of their revenues.
But if a mid-January American Association of Port Authorities' seminar in Tampa, Fla., is any indication, logistics industry conferences may be able to ride out 2009 with minor damage. The AAPA event, one of many 'mini-conferences' the trade association hosts every year, was attended by about 155 people. The same event last year brought in 200 (AAPA considers 150 a strong showing for a workshop.). Port directors, terminal operators, analysts and others with a stake in the maritime industry were present. They filled up a large hall. Speakers did not have to address a sea of empty seats. It was a good showing, considering the economic situation.
The Agriculture Transportation Coalition scheduled a first-ever, mid-winter conference before the financial crisis last September, but attendance in cold and snowy Chicago was still quite good, with roughly 80 people there for the workshop.
The National Industrial Transportation League's Transcomp conference and expo in November (held in conjunction with the Intermodal Association of North America and the Transportation Intermediaries Association) experienced a slight drop in attendance, according to conference organizers. More than 2,600 people registered for the conference in Fort Lauderdale, Fla. That was down a couple hundred from the 2007 conference in Atlanta, but was about the same as in 2006.
The American Association of Exporters and Importers winter conference in Miami, Jan. 11-13, brought in 209 people. The number was less than the 250 people that had been expected, but association officials felt turnout was good considering the extent to which travel budgets are being slashed.
There has been such a proliferation of conferences by magazines, for-profit conference outfits and trade associations in recent years that one wonders if there is enough business to sustain all the events in 2009. As usual, the best will survive. (Eric Kulisch)
