Just a quick note to consider. I hear the same issues that are being bounced around on the thread from our National dealers and our Board of Directors, so the questions and suggestions are not new but still worthy of listening to. It would be impossible to satisfy everyone, just not possible. Families traveling to the National have totally different needs than individual collectors. We tried to work out packages in Anaheim to Disneyland, Knotts, Angel games, etc. but the groups that we did our deals with were totally disappointed with the turnout of response and do not care to work with us anymore. Response was minimal and we were advised to just let those that want to see sights, booked their tickets or times on their own. It became apparent to us that we need to concentrate on our show rather than outside venues. We do try to include all different price hotels in our block of rooms and we usually know the areas well enough to suggest food and entertainment to those that ask but few attendees ask. As for smaller cities, i.e. Knoxville, two problems exist. First, the total amount of exhibit space advertised on their website is 120,000 sq ft. This is on the first floor only, additional floors have a combination of 250,000 sq ft but broken up. We cannot house a National in that small of a facility and certainly not in broken up space and different floors. Second issue is population. We expect at least 50% of our attendance to be of a local nature, within 1 hour drive to the facility. That means that a smaller base population could mean much smaller attendance. My life would be threatened by our dealer base if I made that mistake.
Trust me on a couple of fronts. After 30 years of the National, I am somewhat familiar with the primary issues of hosting a show. The following examples are listed by priority to us, as promoters. 1) facility - must be all on 1 floor with 300,000sq ft min. 2) decorator charge - Cleveland leads in permitting dealer easy set up, that is the absolute primary reason for our repeated visits. We pay the union/decorator $45 per dealer, upfront, to turn their backs on union rules. We do not pass this charge onto the dealer and we pay it for the entire room, every booth, regardless whether the dealer uses the service or not. It is a flat fee to us and run anywhere from $23k to $28K total. Without this, dealers would pay hundreds to wait inline with their inventories and have union workers deliver the stock to each booth. 3) is local population. We would like at least 15,000 local people to join us at the show. We have a local ad and marketing budget of $50,000.00 just to encourage the sports person to either come to buy items or sell what they may have been sitting on for years. 4) local expenses to our out of towners. This includes hotel, food, parking, etc. fees that we try to keep reasonable. 5) hours of the show. We know that 2-3 days is plenty for local attendees but persons who fly in or drive a great distance want as much value for their time as possible. Also dealers need to have a full slate of hours open, to guarantee a strong financial return on their investment. We could hardly expect a VIP attendee to pay $119 for the VIP package and only have 3 days of the show, less autograph tickets, or special product sets. Also, dealers do leave early on Sunday! This is a double edge sword to us. We do not want to impose sanctions on our dealer base. We are not in the police business and the more rules we impose the more problems we all face. Our promoter team has taken it's lumps for allowing dealers to leave early. We have to close our admission booths down at least 3 hours before we are officially closed to not cheat any attendees out of their time on the show and if some booths are empty. This results in a financial loss to us with about an average of 1000 or more attendees come into the show for free. What some dealers don't realize is that many large sales have been recorded by the dealers who stay until the end. But, the bottom line of responsibility, is our job. If we put 10,000 customers on the floor at 4:40pm on Sunday, dealers would stay. We just can't find that formula to gather consumer interest after 2-3pm. We continue to try.
Well, there you have it. The instant guide for promoting a National. On one hand, there is a ton of improvement that constantly needs to be reviewed. On the other hand, we must have done one or two things right, next year in Baltimore will be our 31st annual National. We have weathered the downswing in collecting, the negative press articles, bad economies, loss of local shows and collecting base, and even the attitudes of convention centers who do not want our business. As I mentioned before, we are taking serious looks at Las Vegas, Boston, St. Louis, and anywhere on the West Coast that comes close to matching the above priorities. Baltimore is getting a very strong and positive reaction by our hobby and that is a very good sign. Sometimes it's just up to attitude that can make a difference in how succesful our show is.
Anyway, keep the passion, without it we have no hobby. Even if it's in the form of a complaint. I have grown a couple layers of thick skin over the last 30 years and can handle a lot, just as long as the National survives.
Regards,
Mike Berkus
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