by Jonathan Vatner | November 01, 2004
Next May, two mammoth trade shows will run concurrently, but separately, and partially under the same roof. Sharing space in the Las Vegas Convention Center will be the 1,800-exhibitor (and growing) National Hardware Show organized by Norwalk, Conn.-based Reed Exhibitions, and the 700-exhibitor Las Vegas Gourmet Housewares Show run by George Little Management of White Plains, N.Y.
    Both shows have an overlapping audience of about 700 attendees, and when GLM proposed the idea of a match, Reed pounced. As of mid-October, more housewares exhibitors already were registered for Reed’s 2005 show than were signed up for 2004.
    “Housewares manufacturers look at us in a better light because of this co-location,” said Rob Cappiello, Reed vice president and manager of the hardware show.
    Co-locating trade shows is a growing trend, said Steven Hacker, CAE, president of the  International Association for Exhibition Management in Dallas. “Time and budgets are being squeezed,” he noted. “If two or more events can appropriately be co-located, it provides value to everybody.”
    Two other examples of co-located shows include GLM’s House to Home Market Week in New York City  (an amalgam of the New York Gourmet Housewares Show, the New York Home Textiles Show, the Ex"tracts trade show and the Surtex Gallery event) and the Great American Dessert Expo, which co-locates with Coffee Fest in Chicago, Las Vegas and Seattle.
    For the Falls Church, Va.-based International Foodservice Distributors Association’s Productivity Convention and Exposition, “Streamlining the money spent” made co-locating attractive, said Kim Earle, IFDA director of sponsorship and conferences.
    IFDA handles the marketing and promotion, while the co-locating Food Marketing Institute of Washington, D.C.,  is responsible for exhibit sales and meeting services. The profits are divided, based on the ratio of attendees for each show.