Action —> Reaction
Trends and Impressions Were Strong at 'The Show'
Got technology? How about a variety of
small batch spirits? If you’re a corporate operator, do you have the
promotions and marketing savvy of independent operators? And if you’re
an independent, can your venue squeeze profit margins like the big boys?
What’s New, Pussycat?
For the tens of thousands of attendees walking the Exhibit Hall of the
Las Vegas Convention Center and in workshops, seminars and networking
events, the four-day 2005 edition of “The Show” offered a glimpse of
what the future of hospitality and nightlife might look like — and in
many ways, what they saw was more revealing and in sharper focus than
before.
“I was impressed by the attendance at the seminars, especially the
technical ones,” said Charlie Greener, CEO of Dallas-based Harborage
International Inc. and a veteran member of Oxford Publishing’s Advisory
Board. “I believe that it indicates that the operators are
understanding the need for systems, manuals of operation and procedures
to help them better run their businesses for profit.”
FOX Sports Grill CEO Bill Freeman shared that observation in his
keynote address, saying, “Technology is going to become more important.”
Indeed, 2005 may go down as the year when the thirst for education
about the ever-changing hospitality industry took “The Show” back to
the future of its grassroots beginnings. “This show was my 17th
consecutive year presenting seminars … and I was struck this year at
the unusually large numbers of operators and managers at the
educational programs,” said Robert Plotkin, founder and president of
BarMedia. “If you attend a program and leave with one new thought that
you can immediately implement and generate new revenues or increase
profitability, then your time has been well spent.”
Operators Who ‘Get It’
In the world of hospitality and nightlife to come, attendees can take
comfort in a few trends that appeared to be constant. Flavored spirits
proliferated. Booths dedicated to products such as Freakyice, a frozen
alcohol drink, Quafferville, a shot glass with a built-in chaser, and
Suck and Blow, an interactive Jell-o shot, inspired attendees looking
for the next on-premise craze.
Not even promotions and operations, perhaps the most conventional and
predictable of all venue functions, could escape the aura of change
that was signaled at “The Show.”
“What I found truly remarkable is, the style of the independent
operator has become more corporate, with a greater focus on cost
control and profitability,” said popular show speaker Jon Taffer,
chairman of Florida-based Taffer Dynamics Inc. And vice versa is true,
he added. “The corporate world believes that independents are better at
marketing and promotion and local marketing, whereas the independents
believe the corporate types are better at squeezing out all of the
additional profits. The two cultures are coming together — resulting in
a far more competitive marketplace.”
Enriching Every Aspect of Business
Some came to vet the latest money-making wonders on the Exhibit Hall
floor. Others arrived intent on launching their very own nightclub or
bar business. Still other veteran show-goers made the annual trek to
Las Vegas to renew old acquaintances, compare notes with peers or just
keep an eye on the competition.
But whether newcomer or veteran, for the tens of thousands of
exhibitors and attendees, the four days and nights of “The Show” did
not fail to leave a lasting impression. “As a GM, I have attended ‘The
Show’ for the last four years, each time attending your seminars or
programs,” said Manny Marquez, general manager of Henry’s Pub in San
Diego. “And every year it has always been beneficial. Whether by
reinforcing what we are currently doing, reminding us of what we need
to do or new ideas to make business grow and improve.”
Then there is the Exhibit Hall. “‘The Show’ floor is a treasure trove
of new products and professionals willing to contribute information on
any number of relevant topics,” said show speaker and Oxford Publishing
Advisory Board Member Robert Plotkin, president of Tucson, Ariz.-based
BarMedia. “‘The Show’offers rare a opportunity to leave the day-to-day
grind behind and contemplate new possibilities.” NCB
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