CHICAGO — Choosing when to hold a trade show might be the most important decision an organizer makes — and selecting the wrong dates can come with hefty consequences.
Trade Show Executive (TSE) spoke with Eric Jurado, Independent Producer of the Antojo Industry Trade Expo, and Sheldon Kaye, CEM, Vice President of Events & Technology at ConvExx, a key force behind Food Truck Owners Expo, to get tips for scheduling a trade show.
- Learn When the Most Potential Attendees Will be Available.
“Go and talk to the industry, and ask them when they would like to have a show,” Jurado explained. “What is their availability and what is their buying season?”
“You really have to listen to what the industry wants,” Kaye asserted. “It has to be their slow time or they’re not going to show up. It doesn’t work as well for the exhibitors but, with any show, if you can prove that you have attendees coming, the exhibitors will make it work.”
Jurado experienced the power of optimizing a show’s dates for attendees himself.
Due to availability issues, he held the first edition of Antojo Industry Trade Expo in spring 2023. After moving it to the fall to accommodate industry preferences last year, the show saw a 60% increase in net square footage and growth in exhibitors and attendees.
- Consider the Weather
Kaye explained that booking a space in an unpopular time, such as a very hot climate in the summer months, could save organizers money.
“If you’re budget conscious, look at places that might not be as busy or have a slow season and see if you can make something work with your attendees there,” Kaye said.
Related. Food Truck Owners Expo Launches in Houston
- Consider Competitor Events
Kaye added that avoiding competitor events is key. He shared an example of a show that changed its dates and overlapped with another event in the same industry — this impacted both attendance and exhibitor count.
- Add an Extra Day (If You Can)
Jurado believes that organizers should always include one more day than they think they’ll need.
“To have one good day, you need a two-day show,” Jurado said. “To have two good days, you need a three-day show, because the last day is always the slowest. It depends on the amount of attendees you attract. Obviously, the bigger the show, and the more the show grows, the more you want the attendees to be able to view every exhibitor. As you grow, you want to expand the dates.”
- Work at Least a Year in Advance
Jurado explained that organizers need to book dates at least a year in advance, because event venues tend to fill up quicky.
If one wants to hold an event at a major city in a convention center, Kaye recommends looking at least three years out. He also advised organizers to avoid overloading themselves with too many shows in a short of a time span.
“You can’t just go to a convention center and say ‘hey, I want to have a show in May 2025 — you have to choose based on availability,” Jurado explained. “It’s a good thing for the trade show industry, but they fill up.”
Learn more about FTO Expo here. Learn more about Antojo Industry Trade Expo here.
