Show Spotlight: International Roofing Expo

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Producer/Owner: Hanley Wood Events
What: Annual trade show and conference serving the roofing industry
Where: Las Vegas
Date 2012: Feb. 22-24
Date 2011: Feb. 16-18
2011 floor space: 87,900 sq. ft.
2010 floor space: 91,000 sq. ft.
No. of attendees, 2011: 8,139
No. of attendees, 2010: 6,915
No. of exhibitors, 2011: 394
No. of exhibitors, 2010: 380
Producer comment: “We took a consultative approach to selling booth space,” said Lindsay Roberts, expo director. “We developed more customized opportunities for exhibitors to ensure that we deliver the best ROI.”
Exhibitor comment: “We upgraded our space and incorporated a meeting area into our booth,” said Karen Edwards, marketing director at EagleView Technology. “We were able to spend more time with attendees. The sit-down space contributed to the success of the show.”
Breakdown: Attendance jumped almost 18% at the Las Vegas show, bucking a trend that has seen construction-sector shows downsize to reflect a slowed industry. Show management attributed the shift to a strong educational program, along with an interest in networking and learning about industry advancements. The event added new features, such as a renewable energy pavilion, and a consultative approach to sales energized sponsorships, Roberts said. The number of exhibitors rose, and more than 101 first-time exhibitors participated, a more than 30% increase of new blood compared to the 2010 event held in New Orleans. Next year, the event will expand its solar offerings, developing new educational materials and outlets to high-light the growing product area. —C.W.
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