PARIS – UFI, the Global Association of the Exhibition Industry, and Explori, a live-event research specialist, have launched a resiliency study to examine the impact of shows that postponed or cancelled and shows that have gone virtual during the COVID-19 pandemic.
“We are certainly in the midst of trying times, but a point will come where both individual shows, and the industry as a whole, will want to reflect. We will need to evaluate the actions taken, the wider impact and what we can learn for the future”, said Kai Hattendorf, UFI CEO. “We will also need the right data to continue to advocate for our industry to receive the support it needs to bounce back. Now is the time to start collecting this data to contribute toward future resilience and to learn and grow.”
The confidential research project aims to identify multiple factors impacting these shows. This includes the impact on a show’s brand equity, business opportunities lost, effectiveness of virtual shows and the resilience of face-to-face events.
In March, 13 Trade Show Executive (TSE) Gold 100 shows were scheduled. These shows totaled upwards of 7 million nsf according TSE’s 2019 Gold 100 Directory. Of these shows, seven were cancelled, two were postponed and four went forward. Six TSE Gold 100 shows were published as occuring in April and totaled more than 2.5 million nsf.
“There is no cost to participate in the research and organizers will receive a report of their own results, plus an industry-wide insight piece based on anonymised aggregated data. The insight will also be shared with all stakeholders who advocate on behalf of our industry,” explained Sophie Holt, Global Strategy Director of UK-based Explori.