Volume 1, No. 20. November 20, 2001
Change
is a-comin'
This is an IAAPA Convention and Trade Show on the cusp of change, for itself
and for the industry. Yet, one thing you can count on: fun. That one constant
in our industry will be ever-present November 10-17 in Orlando, Florida. You
can also count on some snowfall, too. No need to pack a parka, though. The snow
will be falling inside the Orange County Convention Center at Unlimited Snow's
booth.
For the International Association of Amusement Parks and Attractions, in addition
to the traditional passing of the gavel from the outgoing chairman of the board
to his successor—this year that will be Bill Sims handing off to Alain
Baldacci—the Orlando show will mark the change-over in IAAPA's day-to-day
leadership. This is the last show for retiring CEO John Graff and the first
for his successor, Brett Lovejoy, who has served as President since May. Graff,
who has helmed IAAPA for 22 years, will be the featured speaker at the General
Managers and Owners Luncheon on Thursday, November 15.
For three years the industry has looked forward to its really big show "coming
home," as it were, to the amusement capital of the world, Orlando. A great convention
city, an even greater convention facility, and the kind of ancillary entertainment
that is ideal for this particular band of conventioneers attracted a total attendance
of 33,100 in 1997, the last time IAAPA gathered in Central Florida. That remains
an IAAPA Convention and Trade Show record, and it inspired the association to
anticipate 30,000 for this its 83rd annual confab.
So much has changed in the past four years. In 1997 the global economy was booming;
since then economies on two continents crashed, the U.S. and European economies
are struggling, and the entertainment industry, traditionally recession proof,
has hurt along with the rest. So much more has changed in the past two months.
Americans don't want to travel, especially by air, and the rest of the world's
population is not certain it wants to fly to America. All of which spells trouble
for the IAAPA Trade Show, right?
Well, yes and no. The answer depends on whether you use numbers as your only
barometer for success. Though officials say international attendance is expected
to be normal, with few if any cancellations, other indicators say otherwise.
Many of the Orange County Convention Center-area hotels not only still have
plenty of rooms available but reportedly saw several cancellations for the week
of November 10-17. We hear more talk of people not attending than attending,
and that talk circulated even before September 11, thanks to economic constrictions.
IAAPA staff has mounted a heavy marketing push in the past few weeks almost
begging people to put aside their trepidations and attend, an effort which could
be a sign of either aggressive marketing or desperation.
On the other hand, some parks who, prior to September 11, had planned to send
only key people now are sending more staff because the cost of traveling to
and staying in Orlando is the lowest in years. Moreover, the international attendees
who are canceling are those who regard IAAPA as an excuse to take extended holidays
in the United States, whereas owners and managers who see the trade show as
essential to purchasing and networking are more likely to attend.
IAAPA typically touts total attendance, which includes exhibitors, their guests
and families, and with 1,253 vendors that total figure could approach the association's
30,000 goal. But it would not be an accurate accounting of traffic, which is
likely to be down this year, not only from the 1997 Orlando crowd but lower
than last year's draw in Atlanta.
However, the experience
at other trade shows this year proves that attendance is not an accurate gauge
of a show's success, at least for the exhibitors themselves. Numbers have been
down at virtually all shows this fall, but many more companies than not said
actual business at those shows was better than in previous years. Furthermore,
many vendors even liked the lesser crowds, allowing them more quality time with
clients and full concentration on closing deals.
No question the industry is retrenching worldwide, a trend that appeared likely
to continue for another year even before the events of September 11. The terrorist
attacks added more uncertainty, a turmoil that in a strange way may boost the
industry via more family bonding and stay-close-to-home travel, which would
especially help small and mid-level amusement parks, family entertainment centers,
waterparks and, a sector that already was booming, zoos.
Bottom line: manufacturers
and suppliers who provide a good product and service at affordable price points
should have a good show in Orlando.
And everybody will have a good time. Here's how.