If the ups and downs in the trade show industry over the last two years are any indication then the answer is probably: yes. Just think of how Chicago’s trade show scene is changing because of Labor Law reform and concerted efforts to streamline costs and create new efficiencies.

But this alone does not yet make for a new trade show business model. All the parties in this industry have a stake and huge opportunity for fu ture success – from organizers GSCs EACs labor and cities/facilities to exhibitors and attendees. So what is some of the out-of-the-box thinking that might change the paradigms of this industry and add renewed value to trade shows? A critical start will be an increased commitment to building sustainable partnerships among the various stakeholders and improved communications thus increasing show value for all involved. Only then we’ll be ready to:

• Evolve shows into the key marketing vehicle for exhibitors
• Explore viability of ‘Hosted Buyer’ programs
• Expand shows beyond their traditional buying channels (end users/consumers)
• Leverage exhibitors’ brand identities to engage end users/consumers
• Internationalize shows to capture a greater share of non-US buyers (buying shows)
• Implement the ‘greening’ of tradeshows
• Adopt technology to achieve greater data standardization
• Standardize union jurisdictional rules across the US

“What will it take to create a new and better trade show business model?” will be the topic at IAEE’s Tuesday (7/13) morning Senior Executives Roundtable that takes place during TS2 (TSEA) in Boston. If you are not a member of either associations send me a mail at bhalligan@h-a-intl. and I’ll send you more information after the meeting.