TSE Presentation Large Show Roundtable Las Vegas 2013


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What's your profit margin? Financial benchmarks for the 20 largest association shows

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TSE Presentation Large Show Roundtable Las Vegas 2013

  1. 1. 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
  2. 2. Collecting Quantitative Data GuideStar Paid service Financial Scan: $2,500 annual subscription www.guidestar.org Economic Research Institute (ERI) - 990 Forms FREE service www.eri-nonprofit-salaries.com ASAE Operating Ratio Report Paid service $250 for members and $325 for non-members
  3. 3.  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
  4. 4.  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
  5. 5. Gathering Qualitative InformationInterviews with top associationexecs and industry consultants International CES PACK EXPO Las Vegas CONEXPO-CON-AGG INFOCOMM MHIA
  6. 6. 20 Largest Assn. Shows All Associations *Source: ASAE Operating Ratio Report
  7. 7. Most Trade Show Revenue GeneratedAssociation Show Revenue1. International CES $50.8 million2. CONEXPO-CON/AGG* $50.0 million3. PACK EXPO $33.9 million4. NAB Show $29.9 million5. Offshore Technology Conference $23.3 million*Distributed over 3 years
  8. 8. Largest Trade Show ExpendituresAssociation Show Expenditures % of Total RevenueCES $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%
  9. 9. Industry Trends *Source: ABM Managing Profits Report
  10. 10. Industry TrendsRevenue:Top 20 association shows looking todiversify revenue streams through: Online Sponsorships  Hosted buyer programs Partnerships/Co-locations  International Regional events  Publications
  11. 11. Industry TrendsCost Per Square Foot: Attendance growth has outpaced exhibit space growth Many will be increasing rates after keeping them flat during recession
  12. 12. Industry TrendsExhibitors/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
  13. 13. Industry TrendsAttendance: Shifting customer focus from exhibitors to attendees Attendee acquisition costs – New vs. returning
  14. 14. Industry TrendsExpenses: 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
  15. 15. Industry TrendsGrowth 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