The show will go on
The raising of security levels at UK airports during August 2006 in response to an alleged terrorist threat initiated a new era of uncertainty for retailers and suppliers that continues to affect the travel retail trade worldwide. The long-term implications of the new international security measures have still yet to become fully clear, although the ETRC and other trade associations continue to do a sterling job in leading the charge towards a day when business is as close to normal as it can possibly be.
Given the pressures being felt in every corner of the industry, the 2007 International Association of Airport Duty Free Stores (IAADFS) show – scheduled to take place at the Greater Fort Lauderdale/Broward County Convention Center from April 22-26 – will offer the opportunity for a sharing of problems and ideas in the form of a workshop, as the association’s executive director, Michael Payne, reveals below. But it is also clear from Frontier Brands’ conversation with Payne that the current difficulties are not going to overshadow an event that has traditionally done a fine job of reflecting the vibrancy and creativity of travel retail. Buoyed by the move to Fort Lauderdale from Orlando in 2004, the IAADFS show is a staple of the annual industry calendar – and gives every indication of remaining so.
As of mid-March, how many exhibitors and visitors are you expecting at the 2007 show?
We are expecting approximately 230 exhibitors using 77,000 sq feet of space. I don’t want to guess at the final number of visitors since the onsite figure is such an unknown, but we are running ahead of last year at the same number of weeks out and feel good about the attendance. We do expect the buyer number to be higher than last year based on registrants to date.
What changes will visitors and exhibitors notice this year?
The basic schedule will be essentially the same as that seems to best meet attendees’ needs. We will have several new exhibitors as well as some major brands returning to the show such as Hugo Boss and Diageo, and a sold-out tradeshow floor. We are working to upgrade the food offerings in the Center as it is clear attendees prefer to stay within the Center to conduct their business throughout the day. There will be an after-hours bar area in the Center so people can meet for cocktails when the show closes, which we haven’t tried before inside the building. We have a new location for the Club Americas, which should be much improved, and the Welcoming Picnic has been moved to the Hyatt in order to make it more convenient for the suppliers who are setting up in the Center on Sunday to attend. Many of these new offerings are based on feedback we have received from attendees.
How will you be addressing the current security pressures?
We are going to hold a workshop on the Monday [April 23] on this issue in order to try and update everyone on the situation and have some dialogue; we’re still working on the details. It has been a major focus for IAADFS since August and will
continue to be so in the coming months. As you know, it is a huge issue for the industry.
How do you think the show has adjusted following its move of location a few years ago? And has that change actually benefited the exhibition?
I do think most people have adjusted to the move and, overall, I think it has benefited both suppliers and buyers. The layout is more efficient for keeping appointments, it’s more convenient for many of our members from Latin America and the Caribbean because of flight connections, and there is much more energy on the trade show floor, which I think benefits everyone. Each year we will keep making adjustments as needed to improve the show.
Perhaps the most difficult challenge is to try and recreate the intimacy we had when everyone was in the same hotel, as was the case in Orlando where all the activities were under one roof. We are a little more spread out with the current arrangement, but on the other hand it is more the norm for a large trade show with several thousand attendees.
How are you and the IAADFS team working to ensure that the exhibition continues to represent changes in the duty free/travel retail industry?
In several ways. We rely on guidance from the Board of Directors, who are closest to the business day-to-day. We have a Membership Advisory Committee that, along with the Board, helps us to keep up with new products and trends, and there is an Exhibitors Advisory Board which gives us great feedback about not only the trade show but on other areas we need to focus on. Staff also make an effort to track trends and changes.
What developments have you noticed at the show in recent years, with regards to the emergence of new markets and categories?
There has been some shifting among the categories, although fragrances and cosmetics, liquor and tobacco continue to be the dominant product lines, there is growth in the confections, jewellery, gifts and accessories areas. Children’s gifts are gaining more visibility and in some locations there is more emphasis on local products. Consolidation and mergers have also impacted upon the product lines.
What does IAADFS bring to the annual exhibition calendar that may not be present at other
trade shows?
I think you should ask the attendees that question. Each show has its own unique style and objectives.
How can IAADFS ensure the exhibition remains relevant and responsive in the years ahead?
By always focusing on the needs of our members and the attendees, and working to keep the event as business-like and cost-effective as possible with the right amount of networking and social activities. We have to provide what the majority want, which is in fact the reason we moved to a different venue three years ago.
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