2007 Annual International CHRIE Conference & Exposition 415
Convenience, such as ease of move-in and move-out did not appear to be as important as quality and price
but location appears to be the most important factor of the three themes. Since many shows are market driven,
location for some types of shows are critical to their success. An example is consumer shows which rely on
attendees in the surrounding area. The appeal of the destination also plays a key part in attracting attendees to a
convention.
Key Interview Statements:
“The whole package is what is important. Like you have a great center but if you don’t have the hotels
nearby, and the restaurants nearby, it doesn’t matter. You have to consider everything. It’s not about the
price you pay but what you get”
“Well, value comes in a number of different ways. I think the value to a show manager is one thing but the
show manager is more interested in what’s the value to the show manager’s customer, the attendee and the
exhibitor.”
“I think value has to do with the fact that we had a positive experience. We can’t necessarily negotiate our
building cost that much so I think the value is that we’ve had a positive experience.”
Question 2: When you think about quality of the product and services that the convention center provides, what
influences your perception of quality at a convention center?
Two concepts that were revealed in the data pertaining to quality were: the importance of building
aesthetics and services provided by the convention center. The quality of the building is important to show managers
for several reasons: 1) the appearance of the building must be appealing to the attendees, 2) safety issues and flow of
traffic is important when moving thousands of people from one location to another, and 3) maintenance of the
building influences the perception of the show not just the convention center.
Services the convention center provides also influences the perception of quality. Many shows take months
to plan and only a couple of days to execute. Show managers, the convention center staff, convention service
contractors are all on a time compression when producing a show. It is important to show managers that they receive
the answers they need from the convention center staff in a timely manner. Additionally, it is important that what
was planned will be executed at the time of the show. Services provided seem to be most important to the
respondents who have recently experienced poor service quality from convention center staff.
Key Interview Statements
“I think honestly when you bring thousands of people to a place; the place needs to be in excellent
condition.”
“Actually for us, I think quality is more a matter of customer service”
“When I think of quality, I think of service and friendliness.”
“If the service is there, everything else falls into place. That’s quality.”
Question 3: What is your perception of price? What is the most important about price when you are considering
booking a show in a particular convention center?
“Convention centers are not cheap,” said one respondent. However, price is not everything either. The
overall theme in the responses was that the prices need to be competitive and fair across the board. Another
respondent said, “It doesn’t serve us all that well if the trade show company or association is given a really low price
but then the convention center makes up for it by really socking it to the exhibitors, such as exorbitant internet
connections fees and to the attendees by charging exorbitant parking fees.”
Sixteen of the 21 interviews made a comment that price is important but most importantly it must be
competitive with similar convention centers. Other important issues of price are flexibility in contract terms and
discounting.
