The show dealers chose to ignore
Last week, hundreds of RV dealers gathered in Las Vegas for the 2007 RV Dealers Convention/Expo — and hundreds of dealers returned to their businesses this week fired up and flush with new ideas for improving and expanding their businesses.
For the thousands of other RV dealers who ignored this year’s convention, an unsettling question remains: What can RVDA do to make the convention more appealing to more people.
That was actually the talk of the convention as even RVDA staff noted attendance was down about 8 percent this year. In fact, during the association’s annual meeting Sept. 27, RVDA President Mike Molino reported that this year’s show attracted 1,827 people and that 325 RV dealerships were represented. That means less than one in 10 RV dealerships were represented at the show. It’s hard to educate people when they don’t show up for school.
In talking with dealers and suppliers before, during and after the show, I’ll pitch out these observations and suggestions to give the RVDA Show Committee something to discuss at this year’s post mortem session.
Let’s start with dealer concerns. First, the show is prohibitively expensive. Prior to the show, many dealers I talked to indicated they couldn’t afford to participate. It’s not that the show dates conflicted with one of their busy business periods; it’s that the show itself is too expensive.
For example, the cost for a single person to attend the show is $888 for RVDA member dealerships or $1,088 for non-members — a hefty price considering that’s just the cost to attend the educational sessions and trade show. Dealers must tack on the cost for airfare, four or five nights of hotels at $149 per room per night, cab fares and extraordinarily expensive Las Vegas meals.
RVDA claims the value of attending the convention is actually $1,611 and they’ll be quick to point out that people registering before July 31 only needed to pay $507 per person for the first registrant and $443 for each additional participant. At those prices, it is hard to argue against sending several people to the show. However, taken in context with the high costs of attending anything in Las Vegas, dealers already facing a dubious year were understandably cautious in spending money on another show.
Other dealers who were not planning to attend the show indicated the fact the show itself was in Las Vegas — again — as the primary reason they were taking a pass. Las Vegas seems to be an exceptionally popular destination for RV-related tradeshows. Many dealers visit Vegas four to six times per year and, frankly, they are bored with the twinkling lights, beeping machines and scantily-clad waitresses. RVDA will note that they held the convention in other locations in years past, but the best attended shows were always those in Las Vegas.
Some dealers told me they had no intention of sending additional staff members to the RVDA show in Las Vegas due to all the distractions they had to deal with. Dealers who sent staff in prior years claimed they were frustrated to discover employees in the bars, restaurants or casino area rather than in the classrooms. A few were disgusted with the behavior of staff members who stayed up all night drinking and carousing only to sleep until noon the next day and, thus, missing the primary reason why they flew to Vegas in the first place. These dealers opted to avoid the issue entirely by entirely avoiding the convention.
Finally, many people were complaining that the RVDA Show has morphed into a venue at which the same old stuff is presented by the same old people. I will strenuously disagree with that claim. Yes, the presenters in the breakout sessions are often the same people. But we’re a small industry and the experts leading the sessions are generally accepted as the best in their fields. Besides, I feel the topics are always pertinent and relevant to all RV dealerships, especially new staff members. However, the stale factor remains a perception the RVDA Show Committee will need to deal with.
Several suppliers also confided they were none-to-happy about the costs and schedule related to this year’s show. Not only did they have to pay between $2,271 and $2,595 for a 10-by-10-foot booth, they also had to pay $145 per person to get badges for each person manning the booths. Those exhibitors who wanted to sit in on the educational sessions had to pay $380 per person.
By comparison, the cost for a booth at the National RV Show in Louisville ranges from $630 to $1,585 plus a $350 per-booth surcharge tax redirected toward the GoRVing campaign. Badges for that show are free, but no meals are included. And, yes, it would be very easy for RVDA to rack up $145 per person in Las Vegas just for food at a reception, two lunches, a few coffee breaks and an evening celebration.
For many suppliers, the most frustrating aspect of exhibiting at the RVDA Expo is the schedule for which the displays are open. The expo technically opens on Tuesday with a three-hour reception in the exhibit hall from 4:30 to 7:30 p.m. It continues on Wednesday with a five hour and 45 minute session followed by a three hour and 15 minute session on Thursday. It’s the ancillary costs that deter many suppliers from participating.
Consider that most exhibitors can easily arrive on Tuesday and set up the booth prior to the 4:30 p.m. opening at which heavy hors d’ouevers are provided. But many exhibitors wind up taking out dealers for dinner on Day One. The next day, they must feed their staff breakfast and dinner for the 5.75-hour work day and pay for a second hotel night. Day Three is only a 3.25-hour workday. But, unless they can break down the display right at 2:30 p.m. and book it to the airport in time to wade through security lines and catch a direct flight home, they’ll likely have to spend another night in Vegas — and that means another dinner, another breakfast and another night of hotel expenses.
One supplier estimated the total cost of participating in the show easily exceeded $7,000 for 12 potential hours of face time with staff from 325 dealerships after he factored in booth space, hotel rooms, badges, breakfasts, lunches, dinners, cocktails, airfare, cab fare, program advertising, a door prize, golf tournament, marketing materials, shipping costs, internet connections, booth furniture and staff time. That’s a hard expense to swallow, especially when the entire industry gathers again eight weeks later for the National RV Show.
In a few weeks, the camping industry will gather in Phoenix for the first-ever combined show. In the past, Kampgrounds of America held its trade show/educational programming on different dates and in different locations than the independent campgrounds affiliated with the National Association of RV Parks and Campgrounds. By joining forces this year, both groups are expected to see more people participating than ever before. More exhibitors have already committed to participating at the joint expo. Perhaps there is a lesson to be learned here.
I would strongly encourage the staff at at the RV Industry Association to work with the staff at RVDA to create a joint convention. It would be the best of both worlds. RVDA could continue providing exceptional educational programming to thousands of people from thousands of RV dealerships. With that programming, RVIA may offer a reason to keep more dealers at their show on Day Three, or even during fourth day.
Louisville may not be as exciting, glitzy and ritzy as Las Vegas. But, it’s likely a better venue for a true business meeting. Until RVDA gets its hands around the declining participation in Las Vegas, I suspect the association will continue to gamble with their convention.
October 9th, 2007 at 6:03 am
We have attended every year until this year.
It’s to the point why attend every year. Go every other
year or every third year becuase you won’t miss anything.
We must all continue training of management and employee.
To do this cost must be considered based on the value
received. “Vegas” came up short this year.
We will be attending Louisville, and attend several training sessions offered by manfacturers.
“Vegas” next year? Maybe!
October 6th, 2007 at 1:56 pm
Another location would be great. Vegas is too exspensive, too distracting, and the list goes on. it must be figured out how to make it less costly for the dealer. Raise the annual fee to be a member, and everyone gets in at a lower cost, or free. Go to a place where vendors can afford to be there, and carry a little more of the price. The training is excellent, if that is what you are there for. Many employees are there to play, and why not. Hold candy in front of a baby and see if he will reach for it! I don’t think a combined show would work because of time. I don’t have enough time now at either show, but then again, I am one of the ones who partakes of all that is offered. Yet still the price is high, and I have cut down on how many go also.
I think RVDA will come up with a plan that will work. The question is how long will it take?
October 4th, 2007 at 3:19 am
It is always disappointing when members do not support their association or take part in the educational opportunities that can help them grow their business.
I believe there are several reasons attributing to the apathy displayed with the Las Vegas show.
First: we are living in a virtual world and there is very little being offered at trade shows these days (not just RVDA) that one can not find online and without the expense associated with a Las Vegas trip.
Second: like most associations, attendance is down each year and very few trade shows are showing upward trends.
Third: reality is pereception and most people (justifiably) recongize that if you expose your people to all that Las Vegas has to offer, they will most likely choose those offerings over what you may be prsenting at your conference - regardless of how good those offerings might be.
Fourth: the people that do go to Las Vegas for this show are the ones that fully support RVDA and can well afford the expense related to the show.
It is unfortunate that more dealers do not attend this event, but this is a situation that has existed for years and many of us have written about it in the past.
Associations must change, the old ways simply don’t work anymore. I don’t know who said it, but if you keep doing what you’ve always done, you will continue to get what you’ve always got. Never has that been more true than with the RVDA conference.
It might be a little scary to look at the roster of attendees for this years show and then remove from that list all the attendees from the dealerships that are represented in the many committees and executive boards of RVDA. These people and dealerships will always come because they are totally committed to the association, believe in the value of the association, and will do everything they can to support the programs of the association - they are the true champions.
But this isn’t the only measure of success of an association - it’s how well you draw from the rest of your membership and if you are not getting this group of people to attend, then there is a real challenge to ever make the association grow. These are the people that you must convince there is value to the association, their products and services, and the single most important event produced by RVDA each year.
You will get out of an association more than you put into it, and the many dealers that work on the committees and executive boards have figured that out many years ago and that is why you see them supporting and attending this event.
Once again you will hear that common refrain though - there are just too many shows and dealer events each year and you can not continue to run a successful and profitable business if you try to attend every one of them.
If the dealers don’t support their own association, then the day may come when they don’t have one or will have to merge with another industry related association - it’s happening everyday in the assocition world today.
I’m surprised we are not hearing from more dealers on this important topic.
October 3rd, 2007 at 1:46 pm
Price and price, the cost of the flight, taxi, hotels, food, misc too much money and never really saw any benefit from attending. Same old stuff every time. Would never attend a Vegas show anyway, dislike the city and would never dream of sending employees without chaperones, way too many temptations. The entire program needs a complete overhaul to benefit everyone not just a select few.
October 3rd, 2007 at 11:54 am
I went for the last three years. I enjoy the time I spend there but it is not because the show is that good it is not. There are not enough exhibitors in varied enough fields. It has been said and it is true that there are to many insurance companies there and not enough manufacturers or suppliers. My company will continue to go but we will most likely skip classes more and more since they are usually not the most helpful. We all skipped the last big meeting where they hand out all the recognitions and such it is boring and not relevant to us. I would not mind seeing a different location for the show I may even bring more people if they did that.
October 3rd, 2007 at 7:54 am
Re;L/V show,
They relly should take some hints from the results of
the show.
Take a look at the Power Fest show in Orlando Fl,good pricing,jammed right into the parking lot.Great pricing on the rooms,tons of food spots.{remember orlando is geared for good priced venues etc}Very pro family,safe.
I spoke to some people who brought the family…Dad was
working the standing room only show,Mom and the kids hooked up with some other familys that had Dad working the show,and went to Universal and Disney.Every body is happy after that type of deal.
Thanks for the rant time,
John Lang Pres.
Jupiter Hitch & Trailer
October 2nd, 2007 at 7:18 pm
Wow, I never knew that so few people attended. Of course, as a dealer or a supplier, I’ve never attended. I guess I’ve never been “sold” on the benefits of attending.
October 2nd, 2007 at 3:00 pm
I am a independent Rep. and in making dealer calls the two weeks prior to the show I did not find one person going to the convention. When I checked with RVDA to find out what it cost to take the parts mg. and service mg. I could understand why no one was going. I was at the show and when I walked around to see what suppliers were there, there were dam few compaired to all the finance and insurance people that were there. When you consider all the shows for dealers to go to, RVDA, RVIA Louisville, Stag, Coast, NTP and all the smaller WD’s it becomes overwhelming and the dealer has to chose which one will he/she get the most out of the dollar spent.
October 2nd, 2007 at 1:32 pm
As a well-seasoned veteran of to many trade shows to mention and with hundreds of hours spent planning and more hundreds of hours spent in booth duty, I feel competent to address this issue. The answer is very simple and can be defined in one word - COMPETITION!
One show that I am very familiar with used a rotating show site method to allow participants from all areas of the US to be relatively close to the Show. The Show sites ranged from Boston to Minneapolis to Dallas/Houston, Phoenix, Seattle, LA, and San Diego. One fact about this type of arrangement was that the Show was always well attended.
Obviously, the Show did not consider Las Vegas as a potential site due the PARTY atmosphere. It does not take a Harvard MBA to understand the costs associated with Las Vegas. It takes very deep pockets spend much time in Las Vegas as Greg pointed out in his article.
While I have not attended an RVDA show, I have visited the Louisville National Show twice. The most major boondoggle of the Louisville show is the severely cramped parking space. Other than that, the National Show is first class.
But, there is one more point to Show expense and that is the tremendous burden that is placed on Show space by the Union crews that must do everything from plugging in a phone cord to turning on a light. If you have been there, you know what I mean.
Personally, a combination of the RVIA and RVDA shows might bring out the best of both industry segments. Any executive worth his/her salt is always looking for a way to get more bang for their buck. With travel expenses being what they are today, the Combination concept is worth considering.
Also, it is my bet that RVIA does not owe Louisville anthing special. Someone should put a bug in the ear of RVIA and suggest that they look at the other nice cities in the area. Indianapolis is only an two hours North. Columbus, OH is also close as is Nashville. Memphis is also within driving distance as is Cincinatti.
Nothing can curb the expenses of Shows like some competition among site cities.
October 2nd, 2007 at 12:59 pm
I have been involved with a number of industriues who have held annual trade show and conventions.
I think most industries are experiencing a reduction in attendance. In many cases the focus of the shows has shifted to the information dissemination mode rather than a buying mode where most shows began.
With business being soft for most industries, everyone is watching expenses. As a result, “what in it for me?”
It is also rare that a small business is the “star ” of the show. This in spite of the percentage of commerce that is done nationwide by small businesses.
Jim Diehl
October 2nd, 2007 at 12:44 pm
Greg;
You hit most all of my hot buttons.
I do have a couple of other reasons for why I have not attended for the past three years.
1) L.D.S. (Little Dealer Syndrome). Our industry, to borrow your term, has indeed “morphed” into a “Big Guy” vs. “Little Guy”.
These events, while very interesting, are all too often a chance for the same old mega dealers to massage their incredible egos with their own self-serving stories of success and brilliance in business management and 20-groups.
Gosh, there are several of them that have been in this industry for 3-5 years now and a few that are pushing 10 years!! They certainly have seen and done it all with that background.
I just couldn’t take it anymore and while I understand that many dealers are not that way, far too many are.
Having grown up in this industry (since the 1960’s), we have survived lots of cycles that have threatened our very existence and frankly I don’t have the time or stomach to hear these stories every time we have an industry get together.
2) Again, L.D.S. on a small budget. I could really budget to attend regularly with my people if the event was held every 2-3 years. It is just too expensive and repetitious to do it annually.
Keep up the great work, Greg!!
October 2nd, 2007 at 12:27 pm
Greg: I think a joint convention would be great.