Trade shows circling the drain?
First Apple announced that it’s pulling out of Macworld Expo, then Novell said that it’s cancelled the 2009 BrainShare. If these things happen in threes, I’m wondering what’s next to go south? JavaOne? OracleWorld?
The events business is going to take a real beating over the next couple of years. Even industries that are relatively healthy can expect to see attendance at junkets drop off as businesses reel in their spending. January’s Detroit auto show is already looking to be a disaster, with many automakers declining to exhibit altogether, and the specter of bankruptcy hanging over GM, and possibly Chrysler.
I love trade shows, and I loathe them, and I’ll dodge them altogether if I can. But they serve at least one useful purpose -- putting large numbers of people face-to-face. Where else can you get two or three months of briefings in as many days?
Individual shows are in trouble, there’s no doubt of that. But the idea will survive this economy, and that a good thing for SF. As much as I hate tourists cluttering the sidewalk, they’re what keep The City afloat.
Macworld Expo used to be Apple’s winter announcement platform, but the company says that its retail stores are a more effective means of reaching the public. From a platform perspective, that certainly the case.
Macworld Expo was once necessary for hardware vendors because the platform was so idiosyncratic. These days, when Macs are designed around Intel processors and USB instead of Motorola chips and SCSI, it’s no longer mandatory. The last couple of years, I’ve only gone onto the floor to look at accessories.
BrainShare has its own baggage. Although I used to love the prospect of a ski trip on either side of the show -- whatever else I say about Salt Lake, it’s the best metropolis for a skier in North America -- I stopped enjoying that trip a few years ago, as the planes got smaller, and the press corps stopped showing up. On top of that, the organizers liked to schedule the show around St. Patrick’s Day -- although there are plenty of Irish in SLC, it’s still kind of like being at Disneyland, when I’m more used to Rush Street.
But this isn’t good for the Utah tourist business, and it’s another sign that Novell’s heart no longer lies in Zion. BrainScare was the second-biggest show at the Salt Lake convention complex, behind the LDS Church’s summer shindig.
Trade shows as a business aren’t going away for good. But many events -- e.g. those produced by a couple of my former employers -- won’t last the year. Niche gatherings such as NAB, which appeal to people who spend a lot of money at a time are likely to survive. But events aimed at people who don’t spend that much per capita -- I’m looking at you, Eclipse fans -- are doomed.
The events business is going to take a real beating over the next couple of years. Even industries that are relatively healthy can expect to see attendance at junkets drop off as businesses reel in their spending. January’s Detroit auto show is already looking to be a disaster, with many automakers declining to exhibit altogether, and the specter of bankruptcy hanging over GM, and possibly Chrysler.
I love trade shows, and I loathe them, and I’ll dodge them altogether if I can. But they serve at least one useful purpose -- putting large numbers of people face-to-face. Where else can you get two or three months of briefings in as many days?
Individual shows are in trouble, there’s no doubt of that. But the idea will survive this economy, and that a good thing for SF. As much as I hate tourists cluttering the sidewalk, they’re what keep The City afloat.
Macworld Expo used to be Apple’s winter announcement platform, but the company says that its retail stores are a more effective means of reaching the public. From a platform perspective, that certainly the case.
Macworld Expo was once necessary for hardware vendors because the platform was so idiosyncratic. These days, when Macs are designed around Intel processors and USB instead of Motorola chips and SCSI, it’s no longer mandatory. The last couple of years, I’ve only gone onto the floor to look at accessories.
BrainShare has its own baggage. Although I used to love the prospect of a ski trip on either side of the show -- whatever else I say about Salt Lake, it’s the best metropolis for a skier in North America -- I stopped enjoying that trip a few years ago, as the planes got smaller, and the press corps stopped showing up. On top of that, the organizers liked to schedule the show around St. Patrick’s Day -- although there are plenty of Irish in SLC, it’s still kind of like being at Disneyland, when I’m more used to Rush Street.
But this isn’t good for the Utah tourist business, and it’s another sign that Novell’s heart no longer lies in Zion. BrainScare was the second-biggest show at the Salt Lake convention complex, behind the LDS Church’s summer shindig.
Trade shows as a business aren’t going away for good. But many events -- e.g. those produced by a couple of my former employers -- won’t last the year. Niche gatherings such as NAB, which appeal to people who spend a lot of money at a time are likely to survive. But events aimed at people who don’t spend that much per capita -- I’m looking at you, Eclipse fans -- are doomed.
Labels: Apple, Novell, the times they are a-changing, trade shows
