For Business and Pleasure, 'The Show' Badge Is the Key to Sin City

By Michael Harrelson

It may be the brainchild of gangster Bugsy Segal. And whether for a day, a weekend or longer, it may rightfully belongs to all of the more than 30 million visitors who come to work and play there each year. But for four days and nights this March 7-10, make no mistake about it –– Las Vegas belongs to the more than 38,000-plus attendees and 2,000 exhibitors of the 37th International Nightclub & Bar Beverage & Food Convention and Trade Show.

From the seminar rooms to the front-row keynote address seats to the exhibit halls and the special nightly networking events hosted by the biggest wine, beer and spirits brands in the world, an NCB show badge is the key to endless opportunities for business and pleasure during this red-carpet stay in Sin City.

“I thought the show was a hit –– everything was great," says Richard Schneider, director of food and beverage at Trump Taj Mahal Casino and Resort in Atlantic City. N.J., about his first show experience in 2003. "I look forward to being involved next year."

Mighty Mo

This year's ‘More for 2004' theme means just that at ‘The Show' – easily the largest and most exciting beverage and food exposition in the Western Hemisphere. More than 2,000 exhibit booths in three exhibit halls await attendees at the Las Vegas Convention Center March 9-10, offering the newest and hottest products and services ready to be discovered.

More pre-conference workshops – five to choose from this year –– and more than 40-plus educational seminars covering every money-making angle under the Las Vegas sun also are on tap. The Full Program hospitality track accommodates the special needs of on-premise bar and club owners and operators as well as restaurant venues and off-premise beverage retailers.

There's a winner every time in pre-conference programs like the Beverage & Food Forum scheduled Sunday, March 7 though Monday, March 8. Specifically designed for senior executives, managers and key decision makers of major chain and independent restaurant and bar operations, this all new workshop led by show favorite Jim Sullivan, president of Sullivan Inc., brings together a brain trust of hospitality experts from the Millennium Advisory Board covering a range of critical hospitality subjects. From “12 Ways to Be Brilliant at the Basics” to exclusive research from Nation's Restaurant News relative to beverage to “The Ten Commitments of Leadership” designed to help operators improve service, increase sales and attract more customers, The Forum represents a graduate level training experience packed into two full days and nights (see pages 25-44 for full details).

"This new partnership and program will bring both a unique perspective and a treasure trove of creative new ideas to attendees at 'The Show'," Sullivan says. "Combining NRN and Sullivision's resources in this dynamic format of seminars, panels, research and awards will result in an program track that will be long remembered."

Other PC workshops to bet on include: the Nightclub & Bar Cocktail Experience, for mid-level beverage operations managers and presented by ShowTenders; as well as Jon Taffer's Bar Management Dynamics for owners, managers, operators and other professionals of bars and nightclubs.

In a setting famous for shaving the odds to a science, the NCB Beverage & Food Show is all about stacking the deck in favor of the house in the tough and highly competitive on-premise beverage/food/entertainment marketplace. The 2004 NCB Show boasts “three days of profitable techniques that will change your business” in its Full Program seminars.

Whether startup independent or large chain veteran, it's all about taking a venue operation to the next level with topics ranging from “100 Top Promotions” to “Pouring More Profits” to “Boost Benjamins with Urban Club Operations” to “Harnessing the Power of Neighborhood Marketing” to a special GLBT Forum, among many others.

"I've attended several seminars and they've been very informational," says Dominick Fiorenza of etcetera Restaurant and Flirt Nightclub in West Orange, N.J, of his 2003 seminar experience. “I learned a lot and have gotten enough information to feel confident opening up my own upscale restaurant and club."

Brand Hopping

And did somebody say party? Even by the standards of a 24/7 entertainment destination like Vegas, “The Show's' 2004 “Networking Nightlife” lineup of one-of-a-kind events presents a challenging marathon of world-class, brand-hopping nightlife from start to finish. The fun begins with opener, “Vino Las Vegas” on Sunday, March 7, a chance for conventioneers to kick off their Vegas experience with Southern Wine and Spirits. On Monday, March 8, Jim Beam Black presents the “Work Hard, Play Hard” party at the Aladdin Grand Ballroom from 6:30 to 8 p.m., followed by Montgomery Gentry in concert, also sponsored by Jim Beam Black, from 8-10 p.m. Then, it's on to the Las Vegas Sports Center for The Bacardi Party, billed as “bigger and better than ever” by brand/sponsor Bacardi U.S.A.

The Tuesday, March 9 party roster includes Opening Night Beach Blast with Rich's Bahama Blast and Anheuser-Busch at Bikini's from 7:00 to 8:30 p.m. Back by popular demand, Rock legend Sammy Hagar and the Waboritas rock the house in a free concert at Palm Casino's Rain in the Desert nightclub. Showtime is 8:30 p.m. Show attendees are invited to “Unleash Yourself With Allied Domecq” at ICE, 8:30-10 p.m., followed by the ever-popular “Taste the Tropics” party at Kahunaville Tropical Restaurant & Bar inside Treasure Island from 10:00 to 11:30 p.m. An “Out & About” GLBT Party from 11 p.m. until completes the night's ensemble of official show soirees.

Then it's on to Wednesday and a last man standing finish that begins at 8 p.m. with a “Veni, Vidi, Vici” (I came, I saw, I conquered) party at The Beach and continues at 10 p.m. until with the annual “DJ Spin Off” at where else but Studio 54, sponsored by Promo Only.

“Come early and plan to stay through Wednesday,” says Kaytee Hazlewood, vice president of marketing for trade show producer Oxford Publishing Inc. “And make your reservations early to take advantage of key discounts in airline, hotel, pre-conference workshops and Full Program seminars.”                               NCB