Fashion convention defections shouldn’t affect attendance

Thursday, June 6, 2002 | 11:15 a.m.

Belt-tightening during the soft economy is keeping some major exhibitors away from a major fashion trade show in Las Vegas, but local convention officials say the city shouldn't feel the effects.

Chris Meyer, manager of convention center sales for the Las Vegas Convention and Visitors Authority, said tax coffers probably won't be greatly affected by recent defections of exhibitors at the Men's Apparel Guild in California show.

The reason: Most of the defectors still plan a presence in Las Vegas during MAGIC International, scheduled Aug. 26-29 at the Las Vegas Convention Center and the Sands Expo Center, even if it isn't on the MAGIC trade show floor. In addition, MAGIC is expecting a higher turnout than at its last show.

MAGIC has two shows a year in Las Vegas. The February and August shows are ranked fifth and sixth, respectively, in the Tradeshow Week 200 list of North America's largest trade shows, ranked by amount of paid exhibit space.

Meyer said MAGIC is the latest trade show to suffer from "suitcasing," the practice of a company setting up a separate meeting room or hospitality suite or going to an alternative venue to meet industry professionals attending an established convention.

The practice is prevalent at large conventions and trade shows as companies attempt to cut expenses while still meeting customers with their products.

"There's not a thing we can do about it," Meyer said. "Companies are still engaged in commerce and that's what it is."

"Suitcasing" has been noticeable in Las Vegas shows such as Comdex, the Consumer Electronics Show and the National Association of Television Program Executives.

MAGIC officials learned last week that one of its largest exhibitors, Levi Strauss & Co., won't be setting up its 8,000-square-foot core brands booth at the show.

Other companies that didn't exhibit at the February show and haven't committed to the August show are VF Corp., Claiborne Men, Diesel, Fubu, Enyce and PNB.

Ernae Mothershed, a spokeswoman for MAGIC International, said while Levi won't have its large booth, it still plans a 1,500-square-foot display to show the company's premium labels, Levi's Premium, Levi's Red and Levi's Vintage Clothing.

Mothershed said although some high-profile companies aren't planning to exhibit at MAGIC in August, projected attendance and exhibit space is running above the February show's levels. The February show normally is the larger of the two.

Mothershed said it's still too early to project how many people would attend the August show and organizers aren't saying how many people attended the February event. In recent years, the show has drawn around 100,000 people per show. About 60 percent of the people who attend make last-minute decisions to come and register on site.

She said Guess, Haggar, Windsong/Allegiance and Chaps Ralph Lauren are companies that had defected from the show that will return in August.

Attendance at the February show, Mothershed said, was affected by a general softness in retail economy as well as the downturn in travel that followed the Sept. 11 terrorist attacks.

"This is truly an international show, so we had a number of people from overseas who didn't travel to Las Vegas for MAGIC," Mothershed said. "We did see a reduction in the turnout and some of that was attributable to people who were still uncomfortable about flying at that time."

She also said some companies were represented at the show, but didn't have as many people within their delegations.

MAGIC has taken the approach of attempting to keep exhibitors close to the show by offering them meeting rooms or suites if they decline space on the trade show floor.

"What's important for us is for them to be here and to show their products," Mothershed said. "We're trying to offer whatever makes it convenient for them. Obviously, having their presence on the floor is what we would prefer, but if they want a meeting room just to work directly with customers, we want to provide that."

But retailers are finding there are other options in Las Vegas. In addition to MAGIC, other fashion exhibitions are scheduled at around the same time as the big show.

The West Coast Collective is scheduled Aug. 24-26 at the Palms hotel-casino and the Off-Price Specialist Show is planned Aug. 25-27 at the Sands Expo Center.

Also scheduled is the International Discount Apparel Show Aug. 25-28 at the Las Vegas Hilton. About 3,000 people are scheduled to attend that.

And, Womenswear in Nevada will be at the Rio hotel-casino Aug. 26-29. The Coconut Grove, Fla.-based Specialty Trade Shows Inc. is sponsoring the event, which is expected to draw 5,000 people with its 242 exhibitors.

While some of the smaller shows are attempting to attract people with lower rates, a more limited clothing line or a smaller, more compact show floor, they believe MAGIC isn't really happy with their presence.

The Womenswear in Nevada Internet site, for example, has a posting that illustrates the rift.

The site states: "We will be offering shuttle service to and from MAGIC at the Convention Center (if they allow us entry)."

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