Owners: Professional Beauty Association
What: Annual beauty trade show for licensed salon and spa professionals
Where: Long Beach (Calif.) Convention Center
Date next year: Jan. 30-Feb. 1
Date this year: Jan. 31-Feb. 2
Floor space this year: 136,961 sq. ft.
Foor space last year: 133,889 sq. ft.
No. of attendees this year: 33,000
No. of attendees last year: 25,000
No. of exhibitors this year: 439
No. of exhibitors last year: 465
Producer comment: “Returning exhibitors took more space,” said Susan Howard, director of ISSE. Larger booths led to a wait list for some exhibitors, and the show could not accommodate the volume of companies it had in the past. “We have every square inch sold. That was a good sign.”
Exhibitor comment: “It's the first major show in the United States for the profession, and it's a gage of how the rest of the year might go,” said George Schaeffer, president-CEO of professional nail care company OPI Products. “We saw excellent turnout, and people were shopping.”
Breakdown: Organizers focused on driving attendance to the show, opening registration early and working with such sponsors as the National Latino Cosmetologists Association. They also continued work to expand the show's reach in the industry. “People always refer to us as the hair show, but we're working to serve more than the hair and nails facets of the industry,” Howard said. This year, ISSE featured off-site continuing education courses for the rapidly growing wellness sector. The show also retained value as a place for exhibitors to interact with end-users without the buffer of a distributor. “It's a rare opportunity for us to speak to our salon clientele,” Schaeffer said. —C.W.