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Show Spotlight: Advanstar Communications' Licensing International Expo

Licensing International Expo

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Producer: Advanstar Communications What: Annual event bringing together retail and manufacturing executives in the $191 billion licensing industry Where: Mandalay Bay Convention Center, Las Vegas Date 2011: June 14-16 Date 2010: June 8-10 2010 floor space: 185,000 sq. ft. 2009 floor space: 176,000 sq. ft. No. of attendees in 2010: 18,000 No. of attendees in 2009: 15,300 No. of exhibitors in 2010: 400 No. of exhibitors in 2009: 375 Producer comment: “We put a lot of emphasis on attendance development and marketing this year,” said Georgiann Decenzo, exec VP-licensing and market development at Advanstar. “We knew we had to hit one out of the ballpark.” Exhibitor comment: “On the licensing side it's primarily an opportunity to see face-to-face the retailers and licensees we work with day in and out,” said Barry Ziehl, a spokesman with Warner Bros. Consumer Products. “It's an opportunity to meet, catch up and do some strategic planning together. It's also a great way to put on display what our priorities are.” Breakdown: The show saw attendance rebound during the second year of its relocation to Las Vegas. The number of exhibitors also grew, as did square footage. Those numbers were buoyed by global consumer interest in branded retail products, Decenzo said. Advanstar developed a flexible marketing strategy that allowed organizers to hone their messages as they listened to audience feedback. Outreach for the first time included Web landing pages in six languages. The event grew its sports licensing and online gaming segments. —C.W.
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