Thousands of people will descend on Las Vegas next week, a city similar to hedonistic exaggeration, to see the cement dry.
It has been 40 years since Steve Hill took part in his first World of Concrete event, but he has never been more excited about a trade show than this. It is not just the prospect of seeing the latest mixed-race cars or watching the final concrete race that is why WOC 2021 will be a symbol of a return to meetings in a city whose economy relies on them and companies struggling to create their online appeal.
After decades of preparing for ready-made concrete, Hill is now a senior member of the Las Vegas Convention and Visitor Authority, the Nevada gambling headquarters and the owner of the conference venue that will host the Informa exhibition.
Last year, when coronaviruses closed casinos and exhibition halls, the number of visitors to Las Vegas dropped by 55% to 19m. But while Strip’s presence doubled from January to two-thirds of the normal rate, LVCVA has recorded the number of people attending zero or “absent” meetings each month from April last year.
This is about to change. Las Vegas lifted the ban on rallies on June 1, and more than 40 percent of U.S. citizens received the vaccine, event organizers who have spent the past 14 months battling online rallies are relying on re-launching trade shows.
“Recovery has taken place much faster than we expected or even expected,” says Hill. With so few foreign visitors flying to Las Vegas and the event has delayed the most difficult time in the construction industry, attendance at WOC 2021 will soon be closer to 60,000 ordinary people, but it will be the first show in the pipeline that Hill describes a surprisingly powerful.
Las Vegas Convention Center after use plague Time off to complete the $ 989m raise, the Hill site now has more shows on loan than ever before the year since July 1. Events planned from the Nightclub and Bar Show later this month to the Water Quality Association conference in July.
Each will be important in Nevada, which estimates that the conference contributes $ 11.5bn annually to a government with an interest rate of about $ 178bn, with its well-known city, where April 9% of the unemployed were second only to Los Angeles from 50 major cities.
Prior to the epidemic, Las Vegas could rely on travelers to spend over 95% of their gambling on weekends, but it also relied on conventioners to book 150,000 hotel rooms per week.
Hervé Sedky, head of the Emerald events team, has 90 events planned in August, almost all of them in Las Vegas. From the Pizza Expo to the Antique Jew jewelry and Watch Show, they have made the most of the company’s history, they say, even though attendees are taking one-third or half of their epidemics ahead.
Las Vegas has followed the lead of Florida and Texas, “which has never closed”, Sedky observes, and the reopening has encouraged other cities such as Chicago and New York to follow.
Manhattan’s Javits Center, which claims to be the largest convention center in the US, was transformed into a Covid-19 hospital last spring and is the city’s largest vaccination center. By August, however, it is planning to return to the meetings.
The willingness of cities to reopen trade fairs underscores their need to boost the economy affected by the epidemic, Sedky says. “Eighty plus one [our] customers and small businesses. . . Not having a trade show is a challenge for them. As we plan to reopen our economy, it is important that these businesses do business again, ”he said.
Designers like Informa and Emerald moved a lot of their content online last year to make the business come alive, but “the real shows don’t offer the benefits our customers want,” Sedky admitted.
The show’s content has been well received, he says, but “the part that would return to online advertising is not working. It’s dangerous.”
Emerald put his finger in the water of what happened in January, and showed it in Orlando, Florida, at the wave industry. Attendance was about half of what it was before the Covid-19, but observers made clear comments, saying it brought some merit.
The 3,500 customers who came “were not happy”, Sedky admits: “Their complaints were enough to see.”
Such experiments have led industries to develop security measures that would encourage tourists who are fearful and at risk of contracting the disease.
Surf Expo had Plexiglas placards in the camps, a law that did not shake hands with “health and safety” ambassadors who follow the policy of tolerance, Sedky recalls: “We had three people arguing over whether to wear this uniform: we took them out.”
The Hill area has re-introduced offline subscriptions and deals with food differently, he says, although a number of nearby casinos have relaunched buffet-like buffets. World of Concrete 2021 will not require vaccination evidence from those who have attended, however.
The epidemic has disrupted the economy of many retail companies. Revenue from RELX, owner of Reed Exhibitions, dropped from $ 1.3bn to £ 362m last year.
But Reed He said last month that most of its customers kept their records for 2020 to 2021, and in March attracted nearly 3,000 buyers and 170 exhibitors at its Jewelers International Showcase in Miami Beach – 10% above all levels.
The obvious implication is that travel restrictions mean that home shows in the US and elsewhere are performing better than those relying on foreign visitors.
The force is also launching a Las Vegas business venture, Hill said: with fewer Americans flying abroad, more resting in Las Vegas. The number of tourists visiting the city to gamble, instead of flying, is now higher than in 2019, he says.
With unemployment still rampant in the city without a tourist guide, Las Vegas is now stepping up its efforts to repatriate others by announcing the dangers that the city has been making fun of gamblers and those who attend meetings alike.
A new advertising program taking place on television all over the US is inviting guests to embrace the “adult freedom only Las Vegas has to offer”.
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