Recommendations

In tabulating the responses to the exhibitor, attendee and media surveys and in carefully reviewing the comments offered, it is our view that there are several areas in which the Show Committee should consider modifications to ICAST. We make these recommendations with confidence that they will be well received by the majority of your ICAST customers.

In addition, we believe the survey responses suggest additional modifications that should first be fully explained to the appropriate show customers and re-surveyed prior to announcing any decisions. It is our strong believe that allowing ICAST supporters to further weigh-in on these proposals offers the dual advantage of additional input from your customers and the reinforcement to these customers that their input is an important and integral component of the ICAST decision making process.

Recommendations under consideration by the SHOW Committee based on the current survey responses:

Retailer Attendance Promotion. Announce an aggressive effort to encourage attendance by major independent retailers. Just one suggested strategy would be to sell the notion that “It doesn't cost money to attend ICAST, you make money by attending ICAST.” We are certain that comments and testimonials from current attendees are available to support such a marketing theme. In addition, the strong media endorsement of the show should be aggressively promoted.

POV Assistance. ICAST should hire and pay for a few union employees who will assist POV (Personal Occupancy Vehicle) exhibitors with one load “free” on move in and, perhaps, move out. The exhibitors would pay for additional trips. A first-time exhibitor who begins his ICAST experience by being told he can’t carry his own exhibit materials to his booth, but must, instead, hire a Union contractor, is a very unhappy first-time exhibitor. But if this exhibitor is told that convention center regulations do not allow him to carry his own materials, but “we’ll carry the first load free,” you’ve got a much better situation. Projected cost for such a service is less than $7,500. This policy was implemented at the SHOT SHOW several years ago and has been extremely successful.

Media “AD Sales” Guidelines. Establish a committee of media reps to work with ASA staff in establishing guidelines and criteria for media credentials and media participation—particularly ad sales—at show.

Show Hours. Many exhibitors commented on show hours and suggested an earlier close. Some suggested attendance becomes quite light later in the day. Others suggested a slightly earlier close would make it less frenzied trying to make evening engagements. A switch to 5:30 at the SHOT Show several years ago was well received.

Show Specials. Make an effort to explain and quantify (if possible) “Show Specials” in advance of show. Is the special a show only discount? If so, how big? Is it better terms? If so, exactly how much better? Retailers know generically what “Show Specials” mean, but if it were possible to somehow quantify the value of these specials, it might encourage more retailers to attend in order to take advantage of them.

Air Conditioning During Set-Up and Tear-Down. Negotiate with facility to have AC on (at some level) during some portions of move-in and move out. We recognize problems and expense of trying to cool the facility with freight doors open, but it is done at some shows. If the cost proves formidable, then that can be explained to exhibitors.

Recommendations that may be addressed in a follow-up survey prior to a Show Committee decision:

Exhibiting by Non-Members. Re-survey this question with the explanation that it is under serious consideration. Explain the concept in a bit more detail—exactly what the premium payment would be and clarify that non-members would be allowed to exhibit for one year only and would then have to join ASA if they wished to exhibit again.

Venue. Re-survey with a bit more detail suggesting a regular three-year cycle of two years in Vegas and one year in Orlando.