Trade show consolidation the ultimate goal
An agreement in principle has been reached between Messe Frankfurt Inc. and the three co-sponsors of the NEX show to turn over show administration to the organization that puts on the world's largest plumbing-heating exposition, and numerous world-class trade fairs in other industries. The former sponsors, PHCC-NA, American Supply Association and Canadian Institute of Plumbing-Heating, will continue to act as show partners with Messe Frankfurt and promote the show to members.
"ISH North America" will be the new name of the revised trade show. First edition will be held in October 2002 at a venue to be named shortly. The Toronto version of NEX 2002 will be canceled.
Dirk Ebener, Messe Frankfurt's Director of International Marketing based in Atlanta, said that one of his organization's goals for the 2002 show will be to attract more international exhibitors and visitors. He expects Messe Frankfurt's vast trade show experience and the ISH brand name to substantially increase participation compared with NEX. He also noted that Messe Frankfurt will heavily promote its North American version at the 2001 ISH Fair in Frankfurt, Germany.
The Plumbing Manufacturers Institute, representing many of the industry's leading plumbing exhibitors, considers this a positive step toward its ultimate goal of spurring other trade shows to combine events. The NEX sponsors had been engaged in discussions for several years with other trade shows without success. It is thought that the credibility brought by Messe Frankfurt and a likely increase in show participation for ISH North America will make consolidation more attractive over time to other trade show sponsors.
