Tradeshows Are Coming Back
As show companies and associations gear up for the fall 2021 show season, many in their target audiences are anxious to get back to in-person events. We’ve been talking to some of the exhibitors that have committed to PRINTING United, and they tell us many of their customers are planning to attend. Of course, depending on what happens with the COVID-19 situation, that could change. But at least for now, the outlook is relatively good for in-person attendance. It is likely that companies may choose not to send as many people, but that has been a trend for some time now anyway.
Some events will continue to have virtual components, including streaming of keynotes and other educational content that will enable more people to benefit from the presentations. The other virtual component we are seeing is the use of virtual demonstrations in trade show booths that enable exhibitors to contract for less booth space and save resources on shipping of equipment.
As a large show, PRINTING United will be kind of a bellwether as to what to expect going forward. Will people ultimately attend, or will some decide it is too risky? And how will they feel about the experience? We look forward to talking to folks at the show to get real-time insight as to what we might see in 2022 and beyond.
That being said, we believe there is still value in a hybrid model, whether it is streaming of presentations and special events or virtual components in exhibit booths. Even before the pandemic, EFI, for example, was offering virtual reality tours of its Nozomi digital direct-to-corrugated press. Considering the space requirements and shipping/installation expense for that equipment, that makes a lot of sense for a piece of equipment that large, especially when a show is only two-three days. When we get back to the big shows, like ITMA in 2023, scheduled for seven days, and drupa 2024, which is scheduled for 11 days, breaking out the big guns makes sense, and we can expect to see a lot more big iron at those shows.
Some smaller shows are scheduled for summer of 2022, including Amplify, a new print finishing show hosted by APTech and ASEA in Minneapolis in June, as well as Americas Print Show, also a new show, hosted by the Affiliates in Columbus, Ohio in August. Both organizations have indicated these may be more regional shows, since it is the first year for both, and neither will have a virtual component as far as we know.
The bottom line is this: We are likely to continue to see some hybrid models over the next year or so, but we believe by this time in 2022, most of these events will have reverted to in-person only.
