The National Automatic Merchandising Association (NAMA) decided to combine its two annual trade shows, the Spring Expo and NAMA National Expo, into a single annual event called the NAMA OneShow. This was done to better unite the vending, foodservice and coffee industries under one roof at one time each year to save on costs. NAMA launched a Legacy Exhibitor program to raise funds from exhibitors to offset revenue losses from eliminating one show. The inaugural NAMA OneShow in 2010 was a success, attracting more attendees than the two previous shows combined, and received positive feedback validating the decision to unite the events.

1. BEST IN
SHOWBy Heather Ryndak Swink, CAE

2. AUGUST 2010 Forum 13
“The NAMA board of directors decided that the time was
right to refresh our event to a more powerful ‘must-attend’
marketplace — one where everyone in our industry will con-
verge at one time and place, allowing them to do everything
at once,” says Richard M. Geerdes, NCE, president and CEO
of NAMA, which serves more than 2,200 member companies
from its Chicago headquarters, as well as from its government
affairs offices in Washington, D.C., Atlanta and California.
“By suppliers, operators, NAMA members and nonmembers
coming together at the same time in the same place, the
community will become more unified.
“Transitioning the two expos into one show — the One-
Show — allows more resources to create a bigger event
that delivers more impact. The advantages include: a single
springtime event that allows companies to better focus mar-
keting efforts and more effectively launch new products;
exhibitors and attendees enjoy significant cost savings; and
all of the industry’s decision makers are under one roof at
one time.
“The intent of the combined show is that it will become
the place to go for all new solutions, ideas, education, prod-
ucts, services and connections to ensure those attending will
leave with a distinct competitive advantage,” Geerdes says.
“At the end of the day, we want members of our industry to
say, ‘Wow! That was sensational!’”
And that’s exactly what many of them said. Not only did
the inaugural NAMA OneShow, held from April 28 through
April 30 at McCormick Place West, attract more attendees
— NAMA members and nonmembers in the vending, coffee
service and foodservice management industries — than the
two expos combined in 2009, but it also received encourag-
ing feedback that reinforced its establishment.
“The market is changing in the industry and NAMA must
take the lead as an organization to help members control
costs,” Geerdes says. “Our members save money, whether it’s
because of reduced booth rental fees or savings on travel and
accommodation expenses for attendees.”
D
uring these challenging financial times, association
professionals constantly are asked to do more with
less. That edict was not lost on the Chicago-based Na-
tional Automatic Merchandising Association, which
decided two years ago to merge its two longstanding annual
tradeshows into one unparalleled event. In Westminster Kennel
Club parlance, it needed to be a “best in show.” Expectations were
high. Resources were at an all-time low. But careful prioritizing
and spending, combined with a surplus of ingenuity, delivered the
desired results: one annual event, named the NAMA OneShow, that
was at once a consolidation and a unification.
D

3. Decision to Unite
Since 1960, NAMA had produced two annual tradeshows
— The Spring Expo and the NAMA National Expo — to show-
case products, machines and services offered to the vending,
foodservice and coffee service industries. The two-day Spring
Expo was regional, held in Las Vegas since 2000 and averag-
ing 4,000 attendees and exhibitors largely from California,
Arizona, Idaho, Oregon and Washington. Owners and opera-
tors of vending, foodservice and coffee service businesses
— sole proprietors to industry giants that offer coffee ser-
vice, water and filtration, vending technology, organic prod-
ucts, and regional and ethnic foods — flocked to this show
because of its social and networking reputation.
Conversely, more than 6,000 members on average would
attend the three-day NAMA National Expo in the fall —
always at a location east of the Rocky Mountains — for a
more traditional annual meeting experience heavily focused
on education programming, recently on topics spanning sus-
tainability, vending technology and developments in the food
environment.
“Having two shows was a long tradition,” says LyNae
Schleyer, CMP, NCE, senior director of education and One-
Show. “Both shows certainly had their value and uniqueness
as well as their own audience, but pulled from the same
exhibitor base. Because of acquisitions on the supplier and
operator side, during the past decade we experienced a
decline in attendance at the NAMA National Expo. We also
started seeing more attendees and exhibitors throughout the
nation come to The Spring Expo, so it was becoming less
regional.”
For 10 years, combining the shows was discussed among
NAMA’s staff, volunteer leadership and at-large membership.
By 2007, the NAMA board of directors decided to “push this
issue a little stronger,” Schleyer says, although the associa-
tion needed to determine how to offset the anticipated $1
million revenue loss from the elimination of one show.
NAMA held a one-day, professionally moderated tradeshow
summit at its Chicago headquarters that year in which 50
exhibitors participated. The intent of the summit wasn’t to
make a definitive decision about combining the conferences;
rather, the purpose was to have an open discussion about the
industry’s future and how to continue to make it an attractive
career choice by redefining NAMA’s key goals — including
what its exposition should and could become, Schleyer says.
The feedback NAMA received from the summit would
require a financial restructuring of the organization. Thus, the
Legacy Exhibitor program was born.
Establishing a Legacy
Conceived of as a capital campaign and investment package
offered to all supplier members, the goal of the Legacy Exhib-
itor program is to raise enough revenue by 2013 to offset the
loss from one show without cutting services, as well as create
and sustain a new, combined trade show in 2010, 2011 and
2012. Because combining the expos offers travel and labor
savings to exhibiting companies, NAMA asked exhibitors to
invest a portion of that savings back to NAMA during a three-
year period. The investment formula is based on exhibitors’
2007 NAMA National Expo booth space rentals. For example,
an exhibitor with a 100-square-foot booth was asked to pro-
vide a $2,200 gift, while exhibitors with larger booth spaces,
such as 1,600 square feet, were asked to pay as much as
$35,200. In turn, Legacy Exhibitors for three consecutive
years — beginning in 2010 — are the first group of exhibi-
tors, regardless of their size, to choose their booth space,
receive a $5-per-square-foot discount on booth space, and
enjoy special recognition — valued at $10,000 — at each
expo through signage, program book listings and other promo-
tional materials.
“The financial investments we secured from the 83 par-
ticipating exhibitor members gave us the affirmation we were
looking for to create the OneShow and its features, like big-
name keynote speakers, memorable entertainment, upgraded
marketing and more,” Schleyer says.
In February 2008, NAMA’s 34-member board voted
32-to-2 in favor of combining the expos.
“The economy was not necessarily the driving factor here.
First and foremost, the desire was to unify the industry — to
get everyone under the same roof at the same time once
a year, and allow our exhibitor community to invest in one
strong show each year rather than split the investment they
make,” Schleyer says. “We had to consider the financial loss
of an entire expo and how it would affect our bottom line.
This was a big step for staff and the NAMA board to make.
We needed our exhibitors to recognize this and be willing to
support us with this decision.”
Even though the board approved the unification in 2008,
the earliest the OneShow could be launched was 2010
because of binding contracts for the 2009 expos. Plus,
NAMA needed time to create a spectacular event, Schleyer
adds.
Planning for OneShow included an evaluation of the
industry’s health, outlook and organization consolidations,
a two-year tactical execution plan and a controlled, proac-
tive approach “instead of simply letting it happen and being
14 Forum AUGUST 2010
“The charge was that
OneShow must be totally
new and different from what
attendees were used to for
the past 50 years. So every-
thing, starting with the name,
had to be reinvented. It was
like launching a new product.”

4. subject to what the market dictates,” Geerdes says. It also
included a detailed and proactive marketing and communica-
tions plan and a zero-based budgeting approach for the event
profit and loss plan — all built with strong input from stake-
holders.
“The one word we kept hearing was ‘wow’ — our members
wanted a ‘wow’ event,” Schleyer says. “The charge was that
OneShow must be totally new and different from what attend-
ees were used to for the past 50 years. So everything, starting
with the name, had to be reinvented. It was like launching a
new product.”
This translated into a new name, logo and date, among
many other changes.
The OneShow name evolved from staff constantly refer-
ring to the new expo as “one show.” However, the meaning
behind the name is much more than a single show, according
to Schleyer. “It’s about unification — one show, one roof, one
time of year, one industry,” she says.
Because exhibitors say spring is a better time to launch
new products and ideas, NAMA chose to host OneShow in
April. Chicago’s McCormick Place West was selected as the
2010 and 2011 location because the four times it hosted the
NAMA expos since 2000, attendance increased by 12 per-
cent, Schleyer says. The location will move west, however, to
Las Vegas in 2012 and 2013.
“We chose to have the expo in the same location for two
years in a row, versus alternating every year, so members
wouldn’t be tempted to skip a year and wait to attend the
show closest to their area,” Schleyer says. “And it’s also
easier to write a dual contract with a city.”
Showtime
NAMA decided to create OneShow before the economic col-
lapse. It therefore needed to adjust its revenue expectations
and adapt its plan — yet still deliver the “wow” vision of its
board and members.
“This was achieved mostly by focusing the budget on the
visible and tangible items our members would experience
and gain from, such as upgraded marketing pieces, entertain-
ment and big-name keynote speakers, as well as a new floor
design,” Schleyer says.
NAMA hired a marketing firm to create and launch ideas
such as the Innovation Award Program, a new accolade for
NAMA member exhibitors. Exhibitors were invited to enter
online their innovative product or new technology — from
new machine design to packaging — to be judged by an inde-
pendent panel. Ten winners were recognized for breakthrough
thinking, products or processes that advance the image,
growth and profitability of the industry. Awards were pre-
sented prior to the show, and all 35 companies that entered
were acknowledged during the show by displaying a medallion
in their booths.
“This was a way to draw attention to the innovative and
new products. We wanted to celebrate innovation,” Schleyer
says. “Also, the professional marketing assistance helped
with devising a plan to create a universal look and feel. The
marketing collateral — print ads, printed brochure, e-mails,
social media, website — made an impact.”
The show floor was reconfigured to include 20-foot “main-
street” aisles, resembling wheel spokes, to provide more
“front-row” exposure to more exhibiting companies. A center
stage at the show entrance provided entertainment through-
out the expo — including Irish dance and Chicago Children’s
Choir performances, a string trio and the location of the
NAMA Industry Awards Ceremony hosted by Mike Ditka. In
the past, NAMA held a formal awards banquet at the NAMA
National Expo. The new approach constituted less fanfare and
less time. In 30 minutes, five industry awards were given in
front of an audience of 600.
“The dinner and dancing events of the past had run their
course. This approach also opened up Thursday evening for
our exhibitors to host their own special parties and events,”
Schleyer says.
Another change was investing in a major keynote speaker
each day, versus one day, of the event: Herman Cain, Ted
Koppel and Terry Bradshaw. The keynote addresses, which
took place before the show floor opened, were different in
AUGUST 2010 Forum 15

5. 16 Forum AUGUST 2010
style, delivery and message — important and appealing to the
expo’s predominantly male audience, Schleyer says.
New sponsorship packages also were unveiled, providing
NAMA sponsors visibility and exposure throughout the year.
Three types of sponsorship were available — Strategic, WOW
and Advertising — and sponsors were given the option of
investing in one package or all three. Those investing in the
Strategic sponsorship packages received access to Club One,
a private meeting space with food and beverages in which
sponsors were able to meet with clients. The higher the spon-
sor level, the more Club One tickets sponsors received for
guests and key customers.
One-derful Results
NAMA’s approach to its new expo exceeded staff and mem-
bers’ expectations. The association surpassed its sponsorship
budget and projected registration fees as well as anticipated
growth in attendance and booth space sold. Square footage
of booth space sold and number of exhibitors increased 21
percent and 16 percent, respectively, from the 2009 NAMA
National Expo. Even more important, total OneShow revenue
was equal to the combined revenue from the 2009 NAMA
National Expo and The Spring Expo: NAMA earned more
than $500,000 in sponsorship revenue and registration fees
exceeded projections by 8 percent — significant because the
average member registration price was $99 per person, nearly
40 percent higher than the 2009 tradeshow member registra-
tion fees.
“Not only did we experience growth in every area, but
we’re quite pleased and proud that the final OneShow finan-
cial outcome produced as much income as the 2009 Spring
and National shows combined,” says NAMA Board Chairman
Craig Hesch, who is the chief financial officer of A.H. Man-
agement Group in Rolling Meadows, Ill. “But the success also
is about bringing the industry together — giving suppliers the
opportunity to really showcase their best products and intro-
duce new ones face-to-face.”
Hosting the awards ceremony during the show at the cen-
ter stage also was very positively received. “Moving away from
an all-night banquet gave attendees and exhibitors an open
night for their own networking,
which many exhibitors
took advantage of
by hosting their
own parties
and social
events,”
Hesch
says.
About NAMA
The National Automatic Merchandising Association is
a national trade association of the food and refresh-
ment vending, coffee service and foodservice man-
agement industries, including onsite, commissary,
catering and mobile. Its membership is comprised
of service companies, equipment manufacturers and
suppliers of products and services to operating service
companies. It was founded in 1936; employs 22 staff
in its Chicago headquarters, as well as in its govern-
ment affairs offices in Washington, D.C., Atlanta and
California; serves more than 2,200 members; and has
a $5 million operating budget. Visit www.namaone-
show.org or www.vending.org.
NAMA’s Mission
“To collectively advance and promote the automatic
merchandising and coffee service industries.”

6. AUGUST 2010 Forum 17
Geerdes says in 2011 NAMA once again will host its key-
note speakers, featured entertainment and the awards pro-
gram on the show floor center stage and is examining ways to
freshen the expo.
“Every show should be improved and changed in some
way each year to keep it fresh,” Geerdes says. “This will be
the first time in 50 years that NAMA will have 12 months
before the next industry show to plan. We want to make the
expectation even greater with more suppliers, an expanded
Innovation Award Program and more compelling reasons to
demonstrate this is the one and only industry event of its
kind.”
More than 230 organizations exhibited at the OneShow
this year, compared to 194 exhibitors at the 2009 NAMA
National Expo. Many capitalized on the buzz of the new expo
by creating a new booth design, acquiring more square foot-
age for their booths, and planning special activities and cel-
ebrations.
“With more than 40 years of being in this wonderful
industry, walking onto the OneShow convention floor stirred
the thrill and excitement that we were going to experience the
best that this industry has to offer,” says Joseph Palazzola
of A Matter of Taste in Northridge, Calif. “My wife, Rebecca,
and I came away from the OneShow knowing our industry is
filled with wonderful people who truly believe we are going to
be a part of the future of things to be.”
Bob Patterson, president of Consumers Choice Coffee in
Louisville, Ky., says the OneShow was “one of the best shows
I’ve attended in my 30-year coffee career,” adding that he
enjoyed the new, more manageable floor layout.
Geerdes is pleased with the attendee feedback and even
more proud of how the OneShow success will position NAMA
publicly and financially going forward.
“NAMA asked exhibitors to share their savings to help
bridge our gap and that strategy worked. NAMA represents
many things to many people — government affairs, educa-
tion, expos, research, technology, a voice,” Geerdes says.
“With member support, NAMA is working toward recovering
from the financial shortfall and retaining — and enhancing —
the services it offers.”
Heather Ryndak Swink, CAE, is executive editor of FORUM. She may be
reached at (312) 924-7031 or swink@associationforum.org.
THE SEPTEMBER 2010 SIGNATURE STORY features The Actuarial
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materials at no cost.
“Not only did we experience growth in every
area, but we’re quite pleased and proud that
the final OneShow financial outcome pro-
duced as much income as the 2009 Spring
and National shows combined.”