US trade show battle begins

Events firm launches audacious bid to bring industry back to New York with show planned for April 2010.
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Trade Show Events is looking to tempt the licensing industry back to New York in 2010, revealing bold plans for a three-day show at the Jacob Javits Convention Center.

The dates of April 20th to 22nd have been reserved and the company is currently approaching a number of key players from the business about being involved with the event, which will see booths limited in size for a more intimate networking setting. As well as traditional licensing, the firm is promising a stronger focus on interactive and digital marketing, with screening rooms, private suites and a number of new ways to attract buyers at a reasonable cost.

Response, according to Trade Show Event’s Linda Cohen, has been positive, although names of those which have pledged support will not be made public until after Advanstar’s Licensing International has taken place in June in Las Vegas.

Cohen explained to that the firm had spent a lot of time and investment speaking to both exhibitors and attendees to assess their interest in the location of the show: “Most everyone wants a show where they can multi-task and New York is the right place for this market. It is a smaller show intentionally, respectful of the economy and the pressures to have to showcase who you are, but not have to spend huge sums to do it.”

Booth prices have been set at $37 per square foot, while meeting suites will also be available. However, Cohen said the firm is not asking for financial commitment up front, just support on paper at this stage.

Asked whether she views the show as a direct rival to Licensing International, Cohen said: “It is a show in the same industry, but each company will have to decide what they want to do. We feel that companies should know in advance so they know they have a choice. We hope that being in New York will mean people will want to make the trip. I think NY is in a much better position to attract international visitors according to our research.”

For more details on the event, click here to contact Trade Show Events directly.


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