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Execs say industry is not big enough to support two US events.
UK licensing executives have told Licensing.biz that the industry needs to carefully consider the bigger picture before supporting a New York show.
They argue that the business isn't big enough to back two US events and there is a fear that a second show could lead to the decline of both.
Last week, a company called Trade Show Events announced plans for a show in New York in April 2010, called The New York Licensing Show. Advanstar - organiser of Licensing International Expo - has since taken legal advice over the firm's use of the name.
For UK companies, choosing which show to support or finding budget to attend both, and the impact two US events could possibly have on Brand Licensing Europe, are all major concerns.
"The proposal to stage a new licensing show in New York is an incredibly dangerous one," said Janet Woodward, head of licensing at Coolabi. "At best, it imposes on would-be exhibitors the dilemma of choosing one show to support - Licensing International or the new show - or finding the wherewithal to exhibit at both. In today's climate that is a ridiculous situation to be in, especially for overseas visitors.
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"At worst, however, it has the potential to split the industry, leaving us with not only an East Coast/West Coast divide, but also a North America and Europe/South America, Asia and the Pacific Rim divide. And even, in the longer term, a situation where the two groups never come together."
Charlie Donaldson, joint managing director of Rocket Licensing, agreed, adding: "We need really powerful showcase events to speak for our industry and I think splitting resources between two US shows, two months apart, is a mistake."
Andrew Carley, head of E1 Entertainment's licensing division, feels the same way, adding that it is a shame the industry isn't able to accept the change in venue to Las Vegas for Licensing International and support it. "I don't think the industry is big enough to support two shows and there is a danger it will lead to the decline of both," he told Licensing.biz.
A number of execs contacted by Licensing.biz pointed out Advanstar's success in rejuvenating both Licensing International and BLE in recent years, saying it has supported the industry well.
"I have to say that Advanstar has done a terrific job in rejuvenating the licensing shows on both sides of the Atlantic and, therefore, I think it will be tough for any show to compete with the current schedule," offered Jon Owen, VP of consumer products EMEA at Hit Entertainment.
Coolabi's Woodward added: "Advanstar has served the licensing industry well for many years and they should be given the chance to make the move to Vegas a success."
However, Hakan Durdag from ELC, points out that this could be the ideal chance to make Brand Licensing Europe the centre piece of the international trade fairs.
Do you have a view on Las Vegas versus New York? Do you agree with execs quoted in this story? Join the debate by posting a comment in the box below or email Samantha Loveday.
It is a great shame the industry isn't able to accept the change to Vegas and support it. I don't think the industry is big enough to support two shows and there is a danger it will lead to a decline of both.
I think the jury's out on the success of the transition of the show to Vegas. We are committed to it this year and will then review the situation after the show in June. New York is definitely a more attractive location for The Beanstalk Group since we are headquartered there and, without doubt, New York is a more accessible location for European colleagues than Vegas.
However, there's no evidence that the industry can support two major shows in North America, so there is a risk of significant fragmentation if the rival New York proposal gains momentum.
The New York show was good for business and a superb excuse to visit one of the great cities of the world. I'd like nothing better than for there to be a licensing show in NYC, but question if the industry can sustain two major US shows and at the same time contend with a global downturn. I remember the mess we had in the UK a few years ago with a series of badly run shows competing against each other; this did the UK industry no favours at all.
I am pleased to hear so many seasoned professionals go on the record in support of Advanstar and the unique event that is the USA's Licensing International Expo in Las Vegas. UK licensing people know only too well what happens when ill-conceived 'alternative' events spring up, as we've had examples of this here every few years, none of which has been successful. It should also be remembered that no other organisation has ever managed to produce a trade show for our industry that has been so long-lastingly successful, with Brand License Europe now joining its illustrious US predecessor in surpassing the ten years mark. Efforts by other companies have never managed to get past the 'early enthusiasm, long-term disillusion' that has killed off such other shows after ( at best ) a few years. LIMA is proud to give our 100% backing to Licensing International Expo, and also hopes to see the continuing growth of Brand License Europe.
From an international perspective, although I would support the idea in principle since the show is in NY and not LV, I would be sceptical about its effectiveness. Instead of all this, I would just look at making Brand Licensing Europe the centre piece of international licensing trade fairs.
From our point of view as an art licensing agency it seems a better time of year, as June is often too late to make things happen, but it must fall after London and Bologna.
However, I would be reluctant to invest into a new trade show when the known and established fairs are struggling for attendees. Due to the economic climate, companies across the board are cutting back and the most important factor in these shows is making sure the right people are in attendance and I would say that people will play safe and opt for the established fairs.
Do we really need another major licensing show in the US? Licensing International is the most important event in the licensing calendar and is crucial to the industry. Yes, some exhibitors have issues with the show - the costs and booth positions are just two - but even they wouldn't deny that the show always delivers when it comes to visitors, both in terms of quantity and quality.
It is also a truly international show, one where all nationalities can meet under the same roof - the only licensing show in the world that can make that boast.
For us, Brazilian that have to get a 9 hours flight and then make a connection to Las Vegas, will not be possible to participate to another fair in New York in the same country. We probably will choose Brand Licensing London to diversificate and not two fairs in the same country. Regarding the city for the fair, as the Licensing colleagues wrote above, New York is more attractive and easy to international companies visit, but once that the industry decided to move to Las Vegas, let's try once to see how will be before judge. We have to fell how will be the fair in Las Vegas and then we can discuss for the future.
As we did not experience Las Vegas Licensing Show yet, it is too early to judge. But, it will be extra cost for industry to attend two different shows in USA.
Maybe, there is another option. At every odd year, such as 2009, Licensing Show in Las Vegas and at every even year, such as 2010, Licensing Show in New York will be positive alternative.
But, again, I do not think that two seperate shows will not good for companies who need to flight to USA at different times for same reason.
Si-Bum KIM, Characterline from Korea
The Javits show was getting expensive and stale and Vegas will represent a refreshing change. Let us not forget what the show is for: To promote character, design and brand IP to licensees and retailers. Vegas will be deemed a success for exhibitors if the right visitors attend and objectives are met. Trade Show Events' proposal is not credible in terms of venue, timing, content or understanding the needs of the industry.
