Meeting News - March 23, 2009 - (Page 42)

Destination Insider: Las Vegas continued from page 40 Rangefinder Publishing Inc., which runs the photographic association as well as publishes the Rangefinder and Aftercapture magazines. Cohen’s team employed a variety of tactics to support the attendees during a stressful financial time and to ensure the success of the event.Among the things that helped attendance this year, Cohen said, was a two-for-one registration fee and 20percent lower room rates provided by the MGM Grand.“The hotel was very competitive with room rates, which [in the mired economy] got better as we got closer to the convention,” he said. The MGM Grand also provided each attendee a discount card for its restaurants and nightclubs—what Cohen called “a very cool thing that was really popular.” The fold-over, two-for-one card, sporting the WPPI logo, was accepted at Seablue, Fiamma, Craftsteak, and Studio 54. “People loved it, because with two-for-one entrees, suddenly an upscale place like Craftsteak isn’t expensive, said Cohen, “and they could use them over and over during the week.” For the first time, the photographic association offered “budget-helpers” on its website, such as a carpool section connecting attendees wanting to travel together. “And, we had the same kind of thing for roommates,” Cohen said, “because you can cut costs in half immediately if you share a room.” There was also a link on WPPI’s website to airlines offering discounted airfares. Because networking is a key component of the program,WPPI didn’t cut back on F&B and entertainment. “Even in the tight economy, people still need to relax a little,” said Cohen. “We had a private Blues Traveler concert the first night of the trade show, and I was blown away by the number of people who said, ‘That’s it, I’m coming to the convention,’ when they heard that.” —HWB style band; to the Legends In Concert impersonators of Tina Turner, Cher, and Tom Jones. “Parties really are a small part of what we do, but they are important because they add a little levity to finish out the day, and are a place for Key to success was preserving positive atmosphere people to network before they go off to dinner,” said Monteferrante. Being a professional home furnishings mart, rante. “We didn’t cut back on our budget, but It would have been counterproductive to cut the Winter Las Vegas Market, held in February at continued our seminar and special events, with back the trade show, in fear, she said: “In times World Market Center Las Vegas, wasn’t directly entertainment each evening at the same level, like these, it is not prudent of trade show manaffected by the negative press on meetings. But because they are important to the success of the agers to cut back, because you still need to offer a there was some mindfulness required in designtop-notch product. You have ing the five-day event this year, notably keeping to give people hope. We didn’t the mood upbeat and resisting the trend toward want to cut back and not have cutbacks. any parties, because it really “Although this event wasn’t lumped in with casts a negative blanket. You corporate meetings’ negative press, there are some want everybody to say, ‘Hey, issues we had to address in the tough economy,” we are having a party. Maybe said Michelle Monteferrante, vice president of everything isn’t as bad as it operations for World Market Center. seems.’” The mart drew just under 50,000 buyers, At the same time, the World designers, manufacturers, and independent reps Market Center team organized this year—down only 4 percent from the previseminars that addressed the ous year. Attendees placed orders with manufacissues on people’s minds, said What’s The Economy Got To Do With It: At the Winter Las turers for goods that will ship in six to nine Vegas Market, serving the home furnishings industry, a Tina Monteferrante:“We were basimonths and reach consumers in a year. cally trying to show our buyers Turner impersonator lent upbeat entertainment, which show The event needed to support optimism in the organizers said was important to keep attendees’ spirits up. how to survive and thrive— furnishings industry—that “we will get through how to increase sales in their this a year from now”—while at the same time program,” she said. stores and do business better in this tough time. offering solutions and support to attendees, Each evening, as the trade show wrapped up, What we wanted to offer was an opportunity to Monteferrante explained. the group moved to a cocktail reception with do business during the day, network and attend Although many event programs are experienc- heavy hors d’oeuvres and entertainment that was the parties in the evening, and then stop by a seming belt-tightening, it is a move that would have upbeat. Performers ranged from The Fab Four, a inar to learn.” H backfired for the show, according to Montefer- Beatles cover band; to The Love Shack, an ’80s—Heidi Waldrop Bay Event Report Home Furnishings Show Remains a Winter Haven 42 MeetingNews March 23, 2009 www.meetingnews.com http://www.meetingnews.com

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Meeting News - March 23, 2009

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