What's your profit margin? Financial benchmarks for the 20 largest association shows

2. Key Takeaways
 How to collect financial data
about your competitors
 Key financial benchmarks
for the top 20 association shows
 Benchmarking your show against
the top association shows
 Trends in attendance, revenue,
exhibitors, exhibit space, cost per square
foot and expenses

5. Collecting Quantitative Data
 GuideStar
Paid service
Financial Scan: $2,500 annual subscription
www.guidestar.org
 Economic Research Institute (ERI) - 990 Forms
FREE service
www.eri-nonprofit-salaries.com
 ASAE Operating Ratio Report
Paid service
$250 for members and $325 for non-members

8.  Total association revenue
 Total show revenue
 Other revenue sources (dues, sponsorships, etc.)
 Payments for the top five contractors
 Total expenses
 Salary and detailed benefit and compensation
plans for key executives
 Total salaries and compensation

9.  Recent numbers – Most of the data is at least
one year old
 Specific line items for producing a successful
association trade show
 Profit margins – But you can extrapolate that
percentage by comparing your numbers

12. Gathering Qualitative Information
Interviews with top association
execs and industry consultants
 International CES
 PACK EXPO Las Vegas
 CONEXPO-CON-AGG
 INFOCOMM
 MHIA

15. 20 Largest Assn. Shows All Associations
*Source: ASAE Operating Ratio Report

17. Most Trade Show Revenue Generated
Association Show Revenue
1. International CES $50.8 million
2. CONEXPO-CON/AGG* $50.0 million
3. PACK EXPO $33.9 million
4. NAB Show $29.9 million
5. Offshore Technology Conference $23.3 million
*Distributed over 3 years

18. Largest Trade Show Expenditures
Association Show Expenditures % of Total Revenue
CES $7 million on exhibit hall rental 13.8%
PACK EXPO $6.6 million on exhibit hall rental 10%
SEMA $1.3 million on show management services 7.2%
OTC $2.9 million on contactor services 12.6%
RSNA $741,000 on registration services 3.7%
HIMMS $554,000 on transportation services 2.7%

20. Industry Trends
*Source: ABM Managing Profits Report

21. Industry Trends
Revenue:
Top 20 association shows looking to
diversify revenue streams through:
 Online
 Sponsorships  Hosted buyer programs
 Partnerships/Co-locations  International
 Regional events  Publications

22. Industry Trends
Cost Per Square Foot:
 Attendance growth has outpaced
exhibit space growth
 Many will be increasing rates after
keeping them flat during recession

23. Industry Trends
Exhibitors/Exhibit Space:
 Customer/dealer meetings held in
conjunction with trade shows
 Beyond booth space – offering
sponsorships to non-exhibitors,
speaking opportunities
 Strengthen relationships with
bellwether and key accounts

24. Industry Trends
Attendance:
 Shifting customer focus from
exhibitors to attendees
 Attendee acquisition costs –
New vs. returning

25. Industry Trends
Expenses:
 Fixed costs
• Exhibit hall rental and contractor
services may go up slightly,
but no major increases predicted
 Variable costs
• Marketing – Going up, more channels
• Research – Some are investing more

26. Industry Trends
Growth Rates:
 Real GDP increased 2.2% in 2012
 CEIR Index:
2.7% increase in 1st Half of 2012
compared to the same period in 2011
 TSE Trending & Spending:
• 2012 Full year: + 3.7% NSF, +3.5% Exhibitors,
+3.7% Attendance, +5.0 Revenue
• 2013 Forecast: +2.8% NSF, +2.8% Exhibitors,
+2.6% Attendance, +5.0% Revenue