Does Jon Taffer Have the Answers to Rescue The Trade Show Industry?

Maybe you are familiar with Jon Taffer from the famous show Bar Rescue. What you may not know is that Jon has also been a chairman for the Nightclubs and Bar Show.

So how would this business tycoon with decades of experience in the trade show industry go about scheduling an event to make sure exhibitors don’t miss another year? Taffer shared with us a few important elements.

Boost interactivity: “We’re at a really significant change in our industry,” Taffer said. “There’s no motive to go to a trade show for a two-dimensional experience. The only drive to go to a trade show is to touch and feel something, and really smell it.” In other words, the days of rolling into town with just a banner and brochures are over, and organizers need to push exhibitors to deliver another layer of incentive.

Add celebrity charm. Taffer admits this component is self-serving in some regard, but the point is well taken. “Individuals don’t need to go to the trade show to hear the CEO of some business,” he said. Adding big-name speakers and contributors—influencers, TV personalities, politicians, etc.—creates FOMO that might be enough to tip the balances to attending in-person over online.

It’s all about lifestyle. Interacting and gathering data are available over a laptop, but what if attending the event feels more like a celebration? He suggests highlighting evening get-togethers at select bars and other venues that take mixing and socializing to a whole other level.

Think big markets. Associated to the last item, Taffer says organizers may need to depend on Tier 1 cities (Atlanta, New York, Boston, etc.,) with plenty of extracurricular selections. “I think destinations like Las Vegas will become more vital because the social aspects around the convention become more significant for bringing spouses and other workers,” said Taffer, who resides in Las Vegas. Do your studying, though. Taffer noted he had shocking difficulty finding a large off-site venue (fitting 300 or more) at a large and prevalent destination we shall not name here.