Next year’s earlier dates for Licensing Expo—May 23-25, compared to mid-June in previous years—creates a conundrum for artists and art agents that exhibit at both Licensing Expo and Surtex. The two shows will overlap in 2017, with Surtex taking place from May 21-23, its traditional timeframe.
In the past, a large number of artists and art agents exhibited at both events. But as the years have passed, many have opted to focus on Surtex only. In fact, only about 15 companies exhibited at both shows in 2016, representing approximately 3% of Licensing Expo’s total roster and about 7% of Surtex’s, according to a comparison of the two exhibitor lists. Eight of the affected companies had confirmed their participation in the 2017 Expo as of mid-August, according to Expo organizer UBM.
A key concern for exhibitors is the cost associated with having two booths running at the same time. Licensors or agents would need to produce duplicate sets of banners, panels, sell sheets, look books, and other materials. Another issue is how to best cover two booths simultaneously with a limited number of staffers.
One of the options for the companies affected—especially the smallest firms and individuals, for whom the challenges are steepest—is to skip the Expo in 2017, something being contemplated even by exhibitors with 20 or more years’ history at the Expo. Agents whose businesses extend beyond art alone, on the other hand, are most likely to continue showing at the two events, although some say they are reducing the size of their Expo booth space.
Despite their frustration with the overlapping timeframes, several exhibitors note that they understand they are a small part of the larger licensing community, which requested the date change, and add that they appreciate the steps show organizer UBM has taken to try to address their concerns. They also hope the two shows can work out a mutually beneficial date in 2018 and beyond.
Click here for the full story, with comments from Jessica Blue of UBM, Bob Giordano of Giordano Studios, John Haesler of MHS Licensing, Sara L. Kohler of Wild Wings, Joanne Olds of the newly merged The Buffalo Works/Suzanne Cruise Creative Services, Elise Rosenthal of Rosenthal Represents, and Ilana Wilensky of Jewel Branding & Licensing.
Comments are closed.