STiR coffee and tea magazine

28 STiR coffee and tea | 2025 Issue 1 Spring (Mar/Apr/May) S By Dan Bolton Tradeshows Adapt and Evolve pending at US-based tradeshows ($15.8 billion) exceeded pre-pandemic levels in 2024, but with fewer exhibitors, fewer net square feet of exhibit space, two million fewer attendees, and less real revenue* The Center for Exhibition In- dustry Research (CEIR) combines these metrics quarterly to cal- culate an exhibition industry index, which is still 10 points below 2019 benchmarks. While more of a "claw-back" than a bounce, CEIR stats demonstrate that tradeshows are successfully navigating a dif- ficult transition. "The exhibition industry is poised to gain from the intrin- sic business value of face-to-face participation," says Adam Sacks, president of Tourism Economics, an Oxford Econom- ics Company. Progress is slow, but the industry will recover, writes CEIR, a Dallas-based non-profit that provides business intelligence for better events. Researchers project the US exhi- bition market will generate $17.3 billion by 2028. Growth rates vary from a low of 3.3% to 4.5% for the US through 2030, with Global Market Insights projecting a 7% compound annual growth rate (CAGR) globally through 2032. The following trends describe the ongoing transformation of the 44,327 US businesses that produce B2B and B2C events. Virtual Platforms: Tradeshows are transforming into vir- tual platforms capable of continuously marketing on behalf of exhibitors. Interactive features like 3D exhibitor booths, live streaming, and on-demand content have led to the now domi- nant hybrid models that make in-person and online experiences possible. Attendees can access webinars, seminars, educational and research presentations, product demos, and networking ses- sions virtually, ensuring broader reach. Matchmaking and Networking Innovations: Many bev- erage tradeshows, including National Coffee Association (NCA) and Specialty Coffee Association (SCA), use AI-driven tools to connect buyers, suppliers, and distributors based on shared interests. These platforms introduce sellers to buyers, suggest meetings, manage schedules, and facilitate one-on-one meetings onsite or via video calls. Event Design: Hybrid formats allow for live-streamed key- notes, interactive panels, and pre-recorded sessions. International stakeholders who cannot travel due to busy schedules and costs now participate remotely. Meeting a prospect face-to-face at a tradeshow costs about $142 per meeting, about half the $250 it costs to meet a prospect at their office according to CEIR. Regional Appeal: Attendees and exhibitors find traveling shorter distances to attend regional events less expensive and time-consuming. Exhibitors are often geographically relevant. Smaller events usually mean less competition and more time to interact with potential clients or partners. Regional tradeshows are more likely to include niche ventures, local businesses, start- ups, and small-to-medium-business enterprises (SMEs). This report focuses on three trendsetting events: the Special- ty Coffee Association Expo, the National Coffee Association's annual convention, and the Clarion Events-owned CoffeeFest, a regional player with five tradeshows scheduled in 2025. SCA is the largest of the three, founded in 1982 and drawing 17,000 attendees globally; NCA is the oldest (since 1911 with 800-850 attending, mostly executives); and CoffeeFest, founded in 1992 as a coffee festival in Seattle, has since 1998 hosted three to five coffee and tea-focused tradeshows annually, attracting 1,500 to 3,000 attendees per event. *Real Revenue is the income remaining after deducting the cost of goods sold (COGS). COGS are the expenses directly related to producing a product or service, such as material and labor costs Tradeshows operate leaner, are more selective about who attends, and increasingly employ technology like AI-enhanced matchmaking and hybrid conferences to meet the changing demands of beverage B2B. Photos courtesy SCA/Skandia Shafer The Dallas-based Center for Exhibition Industry Research (CEIR) quarterly performance index (above) measures overall exhibition performance for events occurring between Q1 2022 and Q3 2024 compared to the same quarter in 2019 (baseline 100). The latest results show a slight upturn relative to Q2 and continued improvement compared to the 14.6% Q3 2023 shortfall. As of October, 33.8% of all events have surpassed their pre-pandemic CEIR Total Index performance. "This represents a significant increase from Q3 2023 when only 25.9% of events held in that quarter surpassed 2018 results," writes CEIR. To learn more, visit: www.ceir.org Quarterly CEIR Index for the US B2B Exhibition Industry 2019=100(2022-2024) 100 80 60 40 20 0 68.0 71.7 77.9 80.0 88.5 90.0 85.4 92.0 92.3 87.7 88.8 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 2022 2023 2024 Third Quarter 2024 CEIR Metrics compared to Q3 2019 "Among all events in the Index sample, 33.8% have surpassed their pre- pandemic CEIR Total Index performance." Source: The Center for Exhibition Industry Research (CEIR) Net Square Feet Exhibitors Attendees Real Revenues Total 0% -2% -4% -6% -8% -10% -12% -14% -16% -18% -20% -16.3% -11.2% -17.8% -2.7% -7.0% Q3 2024

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