On May 25, F.P.S.A. sponsored a media luncheon in Rosemont, Ill., to provide details on the change to a biennial event. Many association members have expressed they feel there are too many trade shows that were being held too often with too much expense, too little return, not enough customers, no promotions from the show organizers and it was very costly for people to attend, explained Scott Scriven, F.P.S.A. chairman and president of Weber North America, Kansas City, Mo., regarding the change to a biennial format.
“[Process Expo] is a trade show that does not spare efforts or dollars to promote and support exhibitor R.O.I., it will be easy for attendees to attend and exhibitors to exhibit,” Mr. Scriven said. “It is a trade show owned and managed by those with the greatest stake in its success...the exhibitors.”
Process Expo is a member-run show, sponsored by F.P.S.A. The association explains in a backgrounder the suppliers, who not only provide the financial resources for a tradeshow but also are primarily responsible for attracting visitors to the show, have united to build a trade show that responds to the demands of the marketplace.
This year’s 2010 Process Expo takes place July 18-20 at McCormick Place and will be co-located with the Institute of Food Technologists (I.F.T.) Food Expo. In explaining why F.P.S.A. was ending this arrangement, the backgrounder stated, “The annual show format and the summer dates were not consistent with the goals and objectives of the majority of our exhibitors. F.P.S.A has discussed the change in 2011 extensively with I.F.T. While they are continuing with their 2011 summer dates, F.P.S.A. is open to a future collaboration.”
Mr. Scriven said there are many new offerings making the 2011 show more appealing for exhibitors. “We’ve managed to negotiate a flat drayage rate of $3 a sq. ft, which is absolutely unheard of,” he said. “If your booth is 150 sq. ft. or smaller, you can opt out of the drayage completely...you do not have to pay that $3 a square ft. It’s your choice.”
The 2011 Process Expo show is going to be aggressively marketed worldwide. “There are key markets—Western Europe, Russia, Pacific Rim and particularly Latin America — that we’re going to focus very heavily on for not only attendees but potential exhibitors as well,” Mr. Scriven said.
Holding this show biannually will help everybody, he continued. “You can see incremental change at annual trade shows, you can see wholesale change at a biennial trade show,” Mr. Scriven added.
Findings in a recent F.P.S.A. survey amongst past Process Expo exhibitors stressed the importance exhibitors’ customers place on having a solid education track at a trade show. “We’re working on several different avenues to develop an educational track that will make us all proud,” Mr. Scriven said.
Promotion for Process Expo 2011 has already begun. “We have a new video that will launch on June 7,” Mr. Scriven said.