Conference Conflict: Decision Time for Artists and Agents
August 22, 2016
This is an extended version of the August 22, 2016 edition of RaugustReports.
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.
“Finding suitable trade show dates and venue availability is challenging, especially when the trade show cuts across 15-plus product categories, as Licensing Expo does,” says Jessica Blue, senior vice president of licensing at show organizer UBM. “The May time slot offers dateline consistency that we had been unable to obtain in June and also places us earlier in the buying cycle, which is something that attendees and exhibitors have requested. It is unfortunate that our new dates overlap with Surtex.”
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 had a booth presence 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. Blue reports that eight of the affected companies have confirmed their participation in the 2017 Expo as of mid-August.
Planning Ahead
One of the options for companies touched by the overlap, especially smaller firms and individuals, is to skip the Expo in 2017. “We won’t be exhibiting at the Licensing Show next year, the first I am missing in 27 years,” says Elise Rosenthal of agency Rosenthal Represents. Although her husband and business partner could theoretically attend one show and she could do the other, “he is not the art person I am and he relies on me,” she says. “We planned to exhibit in both, but those dates don’t cut it.”
Agents whose businesses extend beyond art alone, on the other hand, are more likely to continue exhibiting at each event. “We’re unique in that we have an art licensing business and a consulting business,” says John Haesler, partner at MHS Licensing, who estimates that about 80% of the company’s art-related business done across the two events occurs at Surtex, while almost all of the consulting business takes place at the Expo. “We have to be at both shows.”
The situation is similar for Jewel Branding & Licensing. “Over the past few years, our agency has evolved to representing both artists and brands, which compels us to exhibit at both shows,” says Ilana Wilensky, vice president. “We were shocked and upset when we heard the 2017 dates would be overlapping,”
The smaller the company, the steeper the challenge. Brothers Bob Giordano and Greg Giordano of Giordano Studios/Greg & Co. LLC are tentatively planning on exhibiting at both shows in 2017. “In regard to the Licensing Expo’s change of date, simply put, it stinks!” Bob Giordano says. “Most of the artists are rather small-staffed and the thought of having to do both shows at once creates huge problems for us. Unfortunately, as a small family business we’ll have to split up, with myself manning the booth at Surtex in New York, while my brother will take the helm at Licensing Expo in Las Vegas.
“Over the years we’ve found success at exhibiting at both shows, so the need still rings true for our company,” Giordano continues. “We see more international potential in Las Vegas, as well as West Coast manufacturers, but when you come down to it we’re an art licensing company so Surtex is still our premier event overall.”
Note: Most of the smallest companies and solo artists that exhibited at both shows in 2016 either declined or did not respond to an interview request for this article.
Managing Costs
One key concern about the overlap is the cost associated with having two booths running at the same time. Exhibitors must produce duplicate sets of banners, panels, sell sheets, look books, and other booth materials. Another is how to best maintain two booths simultaneously with a limited number of staffers.
Wild Wings LLC is compensating for the additional expense of replicating its booth panels by reducing the size of its booth space in Las Vegas from a width of 20 to 10 feet. “Over the years, both shows have proven to be meaningful to our business; however, more recently, the Licensing Show has been less important to us,” says vice president Sara L. Kohler. “Despite being a small company, we are fortunate to have enough bodies to spread over the two shows. We cannot imagine how frustrating this is for the individual artists that attend the shows.”
MHS typically brings five people to each show, but that won’t be possible with two days of overlap, including set-up and travel. “It hurts our coverage, since we’ll be short staffed at both for a couple of days,” Haesler says. MHS is also considering reducing its booth space at the Expo, from 10 x 15 feet in 2016 to 10 x 10 feet in 2017. “We definitely will exhibit at Surtex, and we’re definitely going to have some kind of presence at Licensing Show.”
The Buffalo Works and Suzanne Cruise Creative Services, which merged in March of this year, plan to do both events. The merger will allow the combined company to have three staffers at the Expo and two at Surtex next year. “We’re managing through it, but we’re not happy about it,” says Joanne Olds, founder of The Buffalo Works. “It will definitely be more expensive for us.”
Olds reports that the 2016 Expo was her best ever, but points out that she has been slowly moving her booth location away from the Art & Design section each year. This trend will continue in 2017, when Olds and Cruise will have a booth that is one aisle farther away from the main Art & Design area than their location in 2016.
Giordano brings up another point about the Expo’s move. “What hasn’t been determined is how does [it] affect attendees who traditionally walk both venues,” he says. “I’ve heard from a number of my greeting card and puzzle licensees that the overlap will create problems for them. [They’re] either skipping Licensing Expo, sending fewer attendees to one or the other, or spending less time ‘shopping’ at Surtex due to the fact they would need to leave mid-show to get out to Las Vegas.”
Addressing the Challenges
Many of the artists and agents interviewed for this piece say they understand the need to move the Expo show dates. “They moved up Licensing Show because the industry asked for it,” notes Haesler.
That said, most stress that they are disappointed with the move, which is in keeping with the common feeling that art has long been something of a “stepchild,” as one put it, at the Expo.
“We can comprehend the logic since we are such a small portion of the larger picture,” says Kohler. But she adds, “It is very frustrating when these types of changes are made with little regard to the consequences.”
“Since art licensing represents less than 10% of the licensing industry, I understand shifting the date in conflict with us,” Giordano admits. “But it doesn’t sit well after supporting that show for over 20 years.”
“Artists matter,” adds Rosenthal. “We may be small potatoes to the big shots at the Licensing Show, but we need exposure at these shows too.”
Despite their frustration, several exhibitors say they appreciate that show organizer UBM has taken steps to address their concerns. Some of those interviewed report that UBM is offering discounted booth prices to dual Surtex/Expo exhibitors to entice them to stay, for example. This will help defray a portion of the additional costs incurred from doing both shows at the same time.
“I think the people at Licensing Expo feel our displeasure and they certainly went out of their way this past show to make us feel the need to come back,” Giordano says.
Olds concurs. “We’re pleased that Advanstar [now part of UBM] has been so cooperative in understanding the problems this move has caused us and how serious the issue is.”
“Since April, we have been working closely with the small number of companies that this directly affects,” says UBM’s Blue. She points out that many Art & Design exhibitors took advantage of the matchmaking service UBM introduced in 2016, as well as a first-time refreshment program and networking mixer dedicated to the Art & Design group. “These new complimentary services were designed to increase the number of high-quality business connections for exhibitors and they were very well received.”
Most of those interviewed for this story say they hope the two shows can work out a mutually beneficial date going forward, with some suggesting the Expo could move by a few days to avoid an overlap and a few noting that it might be time for Surtex to consider an earlier-in-the-year slot. If not, they say they will reevaluate their plans for 2018 after they see how 2017 goes.
“Our hope is that one show or the other modifies their dates so that we can exhibit at both shows as traditionally was the case,” Giordano says. “It’s not good for any of us and perhaps after you add all the pros and cons of the move, both management companies will consider a slight shift for 2018. One can only hope.”