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Smaller Convention Centers Spice up Their Offerings

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CONVENTION CENTERS HotSpot Smaller Convention Centers Spice up Their Offerings BY DANICA TORMOHLEN, editor-at-large HotSpot:Spot: Duluth Entertainment Convention Center Oceanside, CA - Looking for a North in Chantilly, VA, added 30,000 sf of prime American venue that off ers less than exhibit space, bringing its total to 130,000 125,000 sf of prime exhibit space? You sf. In 2012, there were 173 convention are in luck. Th e options abound in this centers in this tier, off ering an average category with 174 Tier IV convention of 79,931 sf of prime exhibit space. centers in the U.S., Canada and Mexico Smaller convention centers fi ll their off ering 50,000 sf to 124,999 sf of prime space with a wide range of statewide exhibit space. More than half (57%) of meetings, regional trade shows, corporate convention centers in the region fi t the events, consumer shows and other local bill, according to the most recent edition events. But most are looking to fi ll their of Trade Show Executive’s World’s Top Con- calendars with more national and inter- vention Centers (WTCC) published in June. national exhibitions that bring a higher “It continues to be a buyer’s market economic impact to their communities. for organizers with shows in this range,” For some, that means adding more said Maura Gast, executive director of space. “Our goal is to attract more national the Irving Convention & Visitors Bureau business,” said Johnna Boxley, general in Texas. “Th ere are so many venue op- manager of the Spokane Convention tions in this category. Th is trend shows Center in Washington, which is currently no sign of reversing any time soon.” adding 20,000 sf of prime exhibit space TRADE SHOW EXECUTIVE SNAPSHOT: and 25,000 sf of meeting space. When completed in December 2014, the center Tier IV Smaller Facilities It continues to be will off er 120,160 sf of prime exhibit space, (50,000 sf - 124,999 sf) 67,900 sf of meeting space and 17,390 sf The average (mean) square footage of a buyer’s market for of fl ex space. “We didn’t have the right prime exhibit space for Tier IV venues in confi guration before, but our expansion organizers with shows in North America is 80,079. should help us gain more market share.” In addition to the Spokane Convention this range. There are so Five facilities best represent the average Center, there are currently fi ve other cen- square footage for smaller-sized venues, many venue options in this ters in this category under construction with 80,000 sf. These facilities include: (See Pardon Our Dust in the October 2013 El Paso Convention & Performing category. This trend shows issue of Trade Show Executive). Arts Centers in El Paso, TX Th e recent 16-day partial government no sign of reversing any Fredericksburg Expo & Conference shutdown, as well as the sequester, clearly Center in Fredericksburg, VA time soon. had a signifi cant impact on U.S. conven- Gillette Stadium in Foxborough, MA tion centers. “At least six of our buildings South Point Hotel & Spa in Maura Gast, EXECUTIVE DIRECTOR had cancellations or postponements of Las Vegas, NV OF THE IRVING CONVENTION government-related events,” said Gregg Town & Country Resort & Convention & VISITORS BUREAU Caren, executive vice president, SMG, Center in San Diego, CA which currently manages 46 convention Indeed, North American venues centers in this category. “Th at’s a hit. Th e The median (midpoint) prime exhibit with less than 125,000 sf of prime revenue loss is felt more in smaller venues.” space for Tier IV convention centers exhibit space have a total square foot- Consumer show business took a hit in North American is 80,000 sf. age of 13,933,713. Th eir space represents during the economic recession, but many 20% of the total square footage of the smaller centers are reporting solid gains There are 19 convention centers that North American venues listed in the for this market. For example, the Dallas represent the mode exhibit space for 2013 WTCC. Th e average (mean) square Comic Con, held October 4-6 at the Irving smaller-sized venues in North America, footage of prime exhibit space for Tier Convention Center, attracted more than with 50,000 sf. IV venues in North America is 80,079. 20,000 attendees. “It has been so success- And the numbers continue to climb. ful that it has probably outgrown our The largest Tier IV convention centers in Two convention centers completed venue,” said Gast. North America are Duluth Entertainment construction in 2013. In June, the U.S. Some centers are partnering with show Convention Center in Minnesota and Cellular Center in Cedar Rapids, IA, organizers to help them reduce the risk TRADEX/Fraser Valley Trade & Exhibition completed construction of a new venue for new show launches. “We may off er Centre in Abbotsford, BC, each offer- that features 81,779 sf of prime exhibit planners a break on rent in the fi rst year ing 120,000 sf of prime exhibit space. space. In October, the Dulles Expo Center Continued on page 44 www.TradeShowExecutive.com | November 2013 43 CONVENTION CENTERS Continued from page 43 Tier IV Facilities Convention Centers or two if they agree to long-term commit- There are 174 convention centers by Size Classifi cation ments if they are successful,” said Boxley. with prime exhibit space ranging from Of the 307 North American convention “We had several consumer shows that 50,000 sf to 124,999 sf in the U.S., centers with a minimum of 50,000 went out of business during the recession, Canada and Mexico: square feet of prime exhibit space: but we are adding a new snow show and a high-end gift and food show.” 6% 13% 4% 13% Technology is a huge factor for centers Canada Mexico Tier I Tier II all sizes. To compete in this category, Millionaire's Mega many off er free WiFi throughout their Club CentersCe buildings, including the exhibit halls. “People think of WiFi like they think of air,” said Craig Liston, regional vice president, SMG. “Th ey think it should be free and it should be always avail- able.” He said many of the smaller centers will be investing in distributed antenna systems (DAS) to handle the additional bandwidth from multiple devices. 57%% 81% Tier IV 26% United Smaller Tier III States Facilities Mid-Sized Consumer show business took a hit during the Tier I 1,000,000+ sf economic recession, Tier IV smaller convention centers Tier II 350,000 - 999,999 sf located in the U.S. account for but many smaller centers 11, 3 9 0 , 2 9 2 sf Tier III 125,000 - 349,999 sf are reporting solid gains Tier IV 50,000 - 124,999 sf for this market. % of the North American venues listed in the WTCC “We will be off ering free WiFi through- directory are centers with less than 125,000 square feet of out the entire building,” said Dean Den- prime exhibit space for a total square footage of 13,933,713. nis, vice president for Global Spectrum 20 and general manager of the Owensboro Convention Center in Kentucky, which offi cially opens for business with the Ag Expo on January 29, 2014. Th e Irving Convention Center, which opened just two and a half years ago, has already invested in WiFi upgrades. “Th e demands for bandwidth have ramped HotSpot:Spot: up,” said Gast. “WiFi is just not going Irving Convention Center at Las Colinas to be a revenue generator, but it can be a ddeal maker or breaker.” ReachReac Maura Gast at (972) 401-7706 or [email protected];mgast Gregg Caren at (610)(610) 729-79227 or [email protected]; CraigCraig ListonLis at (614) 937-5751 or cliston@ smgworld.com;smgworld Dean Dennis at (270) 687- 8921 or [email protected]; and Johnna Boxley at (509) 279-7003 or [email protected]@spok 44 November 2013 | Trade Show Executive – ADVERTORIAL – Peoria Civic Center Prime Exhibit Space 110,000 square feet Total Exhibit Space 110,000 square feett Number of Breakout Rooms/Total sf 16/18,000 Number of Ballrooms/Total sf 1/27,000 In-house Services: Centerplate is our exclusive in-house cater and conces- sions provider, in-house audio-visual equipment and service, wireless Internet, security, plumbing, cleaning, electrical and business center. The Peoria Civic Center is the largest downstate meeting and event facility in Illinois. Our facility offers 110,000 sq. ft. of exhibit space, a 27,000 sq. ft. ballroom, 16 breakout rooms, a 12,000 seat arena and 2,200 seat Theater all under one roof. Peoria, IL is located halfway between Chicago and St. Louis, on the Illinois River. Our downtown convention district is conveniently located just off Interstate 74 and only 12 minutes from the airport. With the newly renovated Peoria Marriott Pere Marquette Hotel located next door, we will have an attached climate controlled skywalk connecting us to the hotel in 2014. There are over 1,000 hotel rooms within walking distance to our state-of-the-art facility. Address: 201 SW Jefferson Ave. Phone: (309) 680-3517 Sales Contact: Robin Barnes, [email protected] Peoria, IL 61602 Fax: (309) 673-9223 Director of Convention Sales www.peoriaciviccenter.com Spokane Convention Center Prime Exhibit Space 102,749 square feet Total Exhibit Space 186,591 Number of Breakout Rooms 31 Total sf of Breakout Rooms 32,8022 Number of Ballrooms/Total sf 3/51,040 In-house Services: Electrical, IT, free Wi-Fi, food and beverage, audio-visual, ticketing and security.
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