CHICAGO — IAAPA Expo, produced by the Worldwide Affiliation of Amusement Parks and Sights (IAAPA), passed off on the Orange County Conference Middle (OCCC) Nov. 18-22 final yr, marking one more yr of a sold-out present flooring.
With plans to develop into the West Corridor of the OCCC in 2026, the IAAPA Expo crew has been strategizing for achievement by introducing new product classes, producing momentum and offering immersive experiences to draw extra attendees because the present’s footprint expands to take care of and enhance ROI.
Present Development Propelled by Business Growth
IAAPA Expo included a Avenue Market activation this yr.
In line with IAAPA, the $65 billion sights business is projected to see attendance develop by 6.5% yearly over the subsequent three years — and spending to develop by 10%. IAAPA Expo’s success displays the expansion and opens up alternatives to develop underrepresented classes on the present, specifically F&B and hang-out.
“Food and beverage sales are the second-largest revenue driver for theme parks, following ticket sales, while the haunted attraction industry alone generates $300-$500 million in annual ticket sales,” mentioned Christy Spahn, Vice President, Expo Operations and Gross sales at IAAPA. “By growing these categories on our show floor, we aim to increase the range of products and services critical to our industry’s profit centers.”
The present additionally showcased digital signage in 2024.
Immersive Activations Encourage Attendees
Within the North Concourse, IAAPA Expo showcased three product classes: F&B, hang-out and digital signage.
The F&B activation, known as the Avenue Market, mixed the feel and appear of a conventional avenue market with exhibit cubicles by leveraging the artistic belongings of GES. Attendees may go into the Avenue Market and check out F&B choices whereas studying in regards to the suppliers, creating an interactive sales space expertise.
The Haunting Grounds, which IAAPA labored with Carro Artistic to create, gave attendees the chance to undergo a haunted home on the present, the place they may not solely take a look at the merchandise, however actually expertise the hang-out their guests may take pleasure in for themselves.
Associated. IAAPA Expo Center East To Launch in 2026
IAAPA partnered with the Digital Signage Federation for the Digital Signage Innovation Lab, which created an expertise that highlighted your entire purchaser journey, from the {hardware} and software program choice to the implementation and monetization of digital signage.
“By collaborating closely, we were able to seamlessly blend what we believe are valuable, immersive opportunities for attendees with innovative design elements that engage and inspire all of the senses. Together, we’ve crafted an environment that not only meets the needs of our audience but also sparks creativity and excitement at every turn,” Spahn mentioned.
Sluggish and Regular Strategy
Digital signage was showcased within the OCCC’s North Concourse.
Somewhat than a giant debut of recent product classes when the present expands into the West Corridor, IAAPA Expo determined to check the waters of the brand new product classes on a smaller scale to begin out.
“We decided to start small and grow over time for several key reasons. First, it allowed us to test interest from both suppliers and operators, ensuring there was genuine demand before scaling up. Second, by starting small, we were able to build excitement and momentum, creating a sense of exclusivity and driving interest,” Spahn mentioned. “This approach sets the stage for a successful expansion, so when we do move to the West Hall, we’ll have proven success to justify a much larger footprint and deliver even greater value to our participants.”
One other key consideration for the crew is making certain the present maintains its ratio of patrons to sellers — its sturdy visitors density that it has seen the previous few years.
“As we look to expand our exhibit floor and increase the number of exhibitors, it’s crucial that we maintain this buyer-to-seller ratio in order to deliver a strong return on investment for our exhibitors,” Spahn mentioned. “If we expand the show floor but simply maintain the attendance numbers we’ve seen in previous years, we risk diluting traffic across two buildings. This could result in fewer leads for our exhibitors, ultimately leading to a decrease in their ROI. Ensuring that we keep the traffic density high will be key to preserving the value of the event for all participants.”
IAAPA Expo featured a Haunting Grounds activation this yr.
Intentional and Numerous Advertising and marketing
One of many greatest challenges with holding the three activations within the North Concourse was constructing consciousness, producing curiosity and in the end driving visitors to the world. To handle these challenges, the IAAPA Expo advertising and marketing crew got down to execute a multifaceted and complete marketing campaign that might seize the viewers’s consideration and guarantee engagement.
“The campaign incorporated targeted digital outreach, compelling social media content, and on-site promotion, all tailored to emphasize the unique experiences and opportunities available in the North Concourse,” Spahn mentioned. “By leveraging a mix of traditional and innovative marketing techniques, we successfully created buzz, attracted attendees, and showcased the value of this dynamic space, ensuring it became a highlight of the event.”
Wanting Forward to 2025
Within the upcoming yr, the IAAPA Expo crew is seeking to construct on the success of all three activations on the subsequent present, aiming to raise and refresh the expertise to generate a good greater impression.
“The challenge ahead lies in surpassing the high bar we’ve set — innovating further to create unique, engaging, and memorable experiences that resonate with our attendees,” Spahn mentioned. “By incorporating attendee feedback, exploring new creative directions, and leveraging cutting-edge technologies, we are committed to making 2025 an even more groundbreaking year for these activations.”
IAAPA Expo will happen on the OCCC once more in 2025.
IAAPA Expo 2025 is ready to happen on the Orange County Conference Middle with training working Nov. 17-20 and the present flooring open Nov. 18-21.
IAAPA Expo Quick Information
The 2024 present reported 574,025 web sq. toes; 1,169 exhibitors and 41,429 complete attendees, in line with TSE analysis.
The present has a greater than 100-year historical past.
IAAPA Expo has ranked 16 occasions within the TSE Gold 100 — that’s each version of the Gold 100!
The 2017 version of IAAPA Expo was ranked within the TSE Quickest 50.
The present took house the TSE Gold 100 Grand Award for Stickiest Present Ground in 2023.
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The submit IAAPA Expo Seems to Develop Strategically via Immersive Activations and Producing Demand for New Classes appeared first on Commerce Present Govt.
Commerce Information
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