Key Takeaways

How to collect financial data about your competitors

Key financial benchmarks for the top 20 association shows

Benchmarking your show against the top association shows

Trends in attendance, revenue, exhibitors, exhibit space, cost per square foot and expenses

Collecting Quantitative Data

GuideStar Paid service Financial Scan: $2,500 annual subscriptionwww.guidestar.org

Economic Research Institute (ERI) - 990 Forms FREE servicewww.eri-nonprofit-salaries.com

ASAE Operating Ratio ReportPaid service$250 for members and $325 for non-members

Total association revenue

Total show revenue

Other revenue sources (dues, sponsorships, etc.)

Payments for the top five contractors

Total expenses

Salary and detailed benefit and compensation plans for key executives

Total salaries and compensation

Recent numbers – Most of the data is at least one year old

Specific line items for producing a successful association trade show

Profit margins – But you can extrapolate that percentage by comparing your numbers

Gathering Qualitative Information

Interviews with top association execs and industry consultants

International CES

PACK EXPO Las Vegas

CONEXPO-CON-AGG

INFOCOMM

MHIA

*Source: ASAE Operating Ratio Report

20 Largest Assn. Shows All Associations

Most Trade Show Revenue Generated

*Distributed over 3 years

Association Show Revenue

1. International CES $50.8 million

2. CONEXPO-CON/AGG* $50.0 million

3. PACK EXPO $33.9 million

4. NAB Show $29.9 million

5. Offshore Technology Conference $23.3 million

Largest Trade Show Expenditures

Association Show Expenditures % of Total Revenue

CES $7 million on exhibit hall rental 13.8%

PACK EXPO $6.6 million on exhibit hall rental 10%

SEMA $1.3 million on show management services 7.2%

OTC $2.9 million on contactor services 12.6%

RSNA $741,000 on registration services 3.7%

HIMMS $554,000 on transportation services 2.7%

*Source: ABM Managing Profits Report

Industry Trends

Industry Trends

Revenue:

Top 20 association shows looking to diversify revenue streams through:

Online

Sponsorships

Partnerships/Co-locations

Regional events

Hosted buyer programs

International

Publications

Industry Trends

Cost Per Square Foot:

Attendance growth has outpaced exhibit space growth

Many will be increasing rates after keeping them flat during recession

Industry Trends

Exhibitors/Exhibit Space:

Customer/dealer meetings held in conjunction with trade shows

Beyond booth space – offering sponsorships to non-exhibitors, speaking opportunities

Strengthen relationships with bellwether and key accounts

Industry Trends

Attendance:

Shifting customer focus from exhibitors to attendees

Attendee acquisition costs – New vs. returning

Industry Trends

Expenses:

Fixed costs

• Exhibit hall rental and contractor services may go up slightly, but no major increases predicted

Variable costs

• Marketing – Going up, more channels

• Research – Some are investing more

Industry Trends

Growth Rates:

Real GDP increased 2.2% in 2012

CEIR Index: 2.7% increase in 1st Half of 2012 compared to the same period in 2011

TSE Trending & Spending:

• 2012 Full year: + 3.7% NSF, +3.5% Exhibitors, +3.7% Attendance, +5.0 Revenue

• 2013 Forecast: +2.8% NSF, +2.8% Exhibitors, +2.6% Attendance, +5.0% Revenue