DEMA Show Posts Strong Numbers in Uncertain Economy
November 23, 2012
Mermaids, Hawaiian shirts and just about every type of equipment needed for a treasure hunt in a shipwreck took the spotlight at the 2012 DEMA Show, the world's largest trade-only event for the scuba diving, ocean sports and dive travel industries. It took place Nov. 14–17 at the Sands Convention Center in Las Vegas.
"Diving is a discretionary industry, which makes it unique that the show is growing in size in this economy," said Robert Harar, chairman and CEO of National Trade Productions that produces the show for the Diving Equipment & Marketing Association.
Compared with 2011, this year's square footage was up 12 percent to 134,000 net square feet. Attendance also was expected to surpass the last year's 10,000 by about five percent. Some 640 exhibitors participated.
The show put extra effort into promoting early registration and streamlining the registration process for returning attendees, which attributed to about a 30-percent increase in pre-registration numbers.
It also got a good response from using Instagram and the Pinterest social network, according to Karin Fendrich, COO of NTP.
On the showfloor, attendees could get their hands on the latest diving technology and products, as well as explore the new destinations for their underwater adventures.
But it was the capturing of their experiences that got the most attention. Image Resource Center offered presentations by photographers and videographers, as well as the makers of equipment, attracting a standing-room-only crowd.
Exhibitor GoPro captivated attendees' attention with their small but powerful cameras that let you record your James Bond-style tricks and share them with the world.
"Next year, we plan to introduce a Technical Resource Center that would build on the popularity of the Image Resource Center and cover every aspect of technical diving," said Chris Harar, director of marketing for NTP.
Aside from the excitement about better technology, the mood on the floor was of cautious optimism, with the sense that the tide can change anytime.
Exhibitor March Storm with Buddy Dive Liveaboard, which specializes in diving tourism to the Galapagos and Bonair, noted that the traffic had been less than expected.
"But this is still our biggest show, and we are happy with the return on the investment," said the veteran exhibitor. "In general, so far, the occupancy for us has been really good, even in low season. But with airlines cutting routes and with uncertain economy, it's hard to predict what's going to happen."
Attendee Lawrence Grayson, with Aaron's Diveshop in Kailua, Hawaii, has been coming to the show for more than 10 years to see new equipment, learn about the new standards and regulations and to catch up with friends.
He said he was happy with product offerings, but wishes there were an iPhone app for the showfloor that would give brief information about each exhibitor.
NTP actually had an iPhone app that had been heavily promoted before and during the show. When asked about his business, Grayson said, "Right now, it's steady and plenty of people are coming. We're keeping our head above water."
Partner Voices
Overview:
The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality.
In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way.
“We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.”
Amenities:
The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.
The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience
The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need.
Gold Key Members
The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events.
OCCC Events:
This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.
The Center’s top five events during their 2022-2023 fiscal year included:
AAU Jr. National Volleyball Championships 2023
200,000 Attendees
$257 Million in Economic Impact
MEGACON 2023
160,000 Attendees
$205 Million in Economic Impact
Open Championship Series 2023
69,500 Attendees
$89 Million in Economic Impact
Sunshine Classic 2023
42,000 Attendees
$54 Million in Economic Impact
Premiere Orlando 2023
42,000 Attendees
$108 Million in Economic Impact
Add new comment