Show Spotlight: PGA Fall Expo

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Producer/Owner: Reed Exhibitions & PGA Golf Exhibitions
What: One of three annual PGA exhibitions serving the golf industry
Where: Venetian Resort Hotel Casino, Las Vegas
Date 2011: Aug. 22-24
Date 2010: Aug. 16-18
2010 floor space: 30,000 square feet
2009 floor space: 25,000 square feet
No. of attendees, 2010: 4,600
No. of attendees, 2009: 3,900
No. of exhibitors, 2010: 250
No. of exhibitors, 2009: 200
Producer comment: “We changed the date to align with Fashion Week and collocated with MRket, MODA & Accessories the Show, which was requested by our attendees,” said Ed Several, VP-PGA Golf Exhibitions Group and show manager. “We had an increase in the number of major brands at the show.”
Exhibitor comment: “The proximity to MRket made it easy for buyers who attend either show to cross over and go to the other one,” said Anne Broholm, national sales manager-golf division at apparel company Cutter & Buck. “It makes it very easy and cost-effective.”
Breakdown: Organizers decided to align the date and location of PGA Fall Expo with Las Vegas Fashion Week, taking advantage of audience crossover to increase return for attendees and exhibitors. The change drove growth. A targeted marketing campaign saw key buyers commit to the show early, helping draw market-leading exhibitors that had not previously attended the event. Mandatory use of turnkey booths helped exhibitors keep costs in line and offered an innovative approach to in-booth equipment testing. An enhanced conference session highlighted opportunities for retailers to grow. —C.W.
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