WMC reports slight attendance dip for Winter Market

By Mark Hansel

Friday, Feb. 20, 2009 | 2 a.m.

In this topsy-turvy economy, it seems down really is up.

When World Market Center Las Vegas officials announced that attendance figures were down 2 percent from the January 2008 market, they did so with fanfare that would have been reserved for a significant visitor increase in better times.

With the rival High Point, N.C., market reporting a drop in attendance of 6 percent at its Fall Market and the economic outlook worsening, it’s not surprising that a negligible downturn would be a reason for optimism.

“All things considered, we’re pretty satisfied,” said Bob Maricich, World Market Center chief executive. “It really exceeded our expectations in this economy.”

There were more than 6,000 first-time visitors to the Winter Market, suggesting that even in this downturn, the customer base for the Las Vegas market events continues to grow.

There was speculation among visitors and exhibitors that the slight drop probably represented more of a decrease in the number of representatives sent by companies than a decrease in companies represented.

World Market Center Las Vegas officials heavily promoted deals on airfares and hotel rooms, and the legwork paid off as attendance jumped significantly in the days leading up to the Winter Market.

“We are excited by the interest we’re seeing from every segment of the industry,” Maricich said. “It’s reassuring to know that businesspeople are aggressively positioning themselves for future success and taking advantage of the unparalleled offerings in Las Vegas.”

The World Market Center used slogans such as “dream and do” and “survive and thrive” to encourage optimism at the market, and visitors and exhibitors seemed to embrace the positive approach.

“People are not wasting money or time,” said Mazerati Woodring, showroom manager of White Orchid Living. “There is always that moment when things turn around and maybe some people are sensing that.”

White Orchid Living represents several Italian furniture manufacturers and supplies high-end furnishings for young professionals. Its client list includes Hollywood movie and television studios, and Woodring said the company has supplied furnishings for TV shows such as “The O.C.” and “90210.”

John Christie, who owns a design firm in Palm Springs, Calif., said downturns are unavoidable in the furniture industry, and although this decline has been harsher than most, he can see some positive things coming out of it.

“When things are going well, people may not bring new things to the table,” Christie said. “Maybe this will get people excited to try something different and the market won’t be so stagnant.”

California-based Luxe Living Design, a first-time exhibitor, is certainly not afraid to think outside the box. Its Italian-made home furnishings feature rich fabrics, unique materials and hand-detailing in ornate pieces that stood out even among the plethora of exhibitors at the market.

Hayim Treitel, Luxe vice president of marketing, said his company chose to exhibit at the Winter Market for several reasons.

“This was a great market for us to attend, and it has been so for us as an exhibitor as well,” Treitel said. “The way the buildings are designed so visitors can flow through the whole market is a real plus. There is a lot more happening after the market here (in Las Vegas) than in High Point.”

As World Market Center gears up for its first stand-alone gift show in summer 2010, there has also been an added emphasis on attracting gift exhibitors.

Ruth Willis of Honey House Naturals in Fife, Wash., said her company decided to exhibit at the Winter Market so it would be better prepared for the gift show next year.

“People are looking to do one show that everyone comes to, instead of five shows,” Willis said. “We are very excited that there will be a show that focuses strictly on gifts.”

Maricich said the response from gift exhibitors demonstrates there is a market niche to be filled and it fits in with the World Market Center’s goal of being the primary location for all facets of the home furnishings industry.

“We are still a good year and a half away from the first show and the reaction from visitors this year proves there is a real need for a gift show in Las Vegas,” Maricich said.

The next market is Sept. 14-17 and marks a shift from a Summer Market to a Fall Market. The change will put World Market Center Las Vegas in more direct competition with High Point’s market, which takes place from Oct. 17-22.

The competition for exhibitors at the competing events should be fierce and the outcome could determine whether there is still enough business for both markets to survive in an industry that is in transition.