Show Spotlight

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Producer: Reed Exhibitions

What: The Annual PGA Merchandise Show draws Professional Golfers' Association of America professionals, retailers and industry executives from the U.S. and 75 other countries.

Date: Jan. 26-29

Where: Orange County Convention Center, Orlando, Fla.

No. of attendees: Estimated 44,000 (audit not completed as of press time)

No. of exhibitors: 1,202

No. of attendees in 2003: 42,809

No. of exhibitors in 2003: 1,250

Producer comment: "We put a concentrated effort on our marketing approach this year," said Ed Several, VP-show manager for the PGA Merchandise Show. "We did telemarketing this year, which was new, and we also promoted the show through e-mail marketing and direct mail. We were able to segment our direct mail list and our e-mail list more tightly so that we could focus the message directly to what our attendees were looking for."

Exhibitor comment: "In one word: Wow! It's an amazing show," said Amy Littleton, VP of KemperLesnik Communications, part of KemperSports Management, which owns and manages golf courses. "There's a lot of business that gets done during the show. PGA does a great job making sure its members are up on the latest products and services."

Breakdown: Reed and the PGA were pleased with the show turnout and the popularity of many segments, including standing-room-only fashion shows and an equipment testing center. A customized pre-event mail piece contributed to increased show attendance, including 5,000 first-time registrants. -Carol Krol

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