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Markets: No sparks, plenty of positioning

By Clint Engel -- Furniture Today, December 16, 2001

San Francisco: Well placed for growing role of imports
High Point: Challenges of size
Toronto: Canadian show aims to attract more U.S. retailers
Las Vegas: 'You can't stumble for that first market (in 2004).'
Tupelo: Growing market tries to keep getting better

KEY BISCAYNE, Fla. — What's the furniture market scene going to look like in 2010?

That question, posed to leaders of the High Point, Tupelo, San Francisco, Toronto and proposed Las Vegas furniture markets, had all the makings of a great debate over how San Francisco might fare against the oncoming Las Vegas threat. But it didn't play out that way.

"There will only be one market — it'll be Tupelo," said V.M. Cleveland, president of the Tupelo Furniture Market.

So went the panel discussion on "The Changing Role of Furniture Markets" at Furniture/Today's Leadership Conference here.

Except for some pointed questions about logistical problems and other issues with which the 12 million-square-foot High Point market struggles, the audience spared the panel from too much controversy. Instead, the market leaders spent a good deal of time positioning their markets as unique and offering some insight into how they will get even better.

San Francisco: Well placed for growing role of imports

Michael Gennet, president of the San Francisco Mart, referred to his 1 million-square-foot market as the home of the Western furniture industry, well situated for the increasing role of imports.

He noted the SFM is constantly upgrading and broadening its offerings through its roster of tenants to appeal to retailers shopping for a wide variety of price points and looks.

"That's our biggest challenge — to continue to be a viable home furnishings center, particularly for the 13 Western core constituency states that have traditionally shopped at the Mart."

One of the ways it is doing this is by addressing some of the financial needs of retailers operating in tough economic times. The Mart, for instance, offers free parking for all retailers who drive to the event. Also, as part of an expanded travel promotion this year, buyers are able to stay at leading hotels in the area for $109 a night through the SFM's subsidization program.

"That says to the retail community: I can afford to go to market. I can afford to bring my accessories buyer," Gennet said. "We're answering directly a financial need."

High Point: Challenges of size

High Point's challenges, meanwhile, involve its sheer size and rapid growth over the past few decades, said Judy Mendenhall, president of the newly created International Home Furnishings Market Authority.

"We have our work cut out for us, but it's an opportunity I'm relishing," said Mendenhall.

She believes visitors to the April market will be pleased with the progress. Among other things, the authority is talking with a new ground transportation company that would provide upgraded equipment.

High Point has not always provided good information about the market for its visitors, but "that, too, will change," she said.

"We hope to provide on our Web site and in printed materials complete lists of all the hotels in the area," the distance and time to market, the kinds of transportation available both from the airport and hotels "to really give guests an opportunity to make good choices," Mendenhall said.

When asked when High Point might move to central registration, Mendenhall said she understood the need but added the authority is still in its infancy, that "there is a way of doing business that's been done for a long time," and that the issue is not likely to be resolved in the near term.

Toronto: Canadian show aims to attract more U.S. retailers

In Toronto, where the name of the major January event recently was changed from the Toronto International Home Furnishings Market to the Canadian Home Furnishings Market, organizers are focused on building U.S. attendance at a show that attracts some 12,000 visitors, mostly Canadians.

Show Manager Jean Francois Michaud noted, among other things, that the market has begun a big marketing campaign and has a co-op program with exhibitors to subsidize airfares for U.S. buyers. It expects to attract 500 U.S. buyers this January, he said.

Las Vegas: 'You can't stumble for that first market (in 2004).'

Dave Palmer, general manager of the proposed 7.5 million-square-foot World Market Center in Las Vegas, noted how important the center's first show — scheduled for early 2004 — will be.

Among other things, the WMC will be working to pre-register as many buyers as it can with credit-card, swipe-type passes, in part for a head count and in part to avoid long registration lines.

"Our project is being watched so carefully — not only in this country but other countries — that we think that for the first market, a lot of people are going to want to come out of curiosity if for no other reason," Palmer said.

The market wants to be prepared "because you can't stumble for that first market," he added.

Organizers expect to reserve large blocks of hotel rooms and possibly have reception desks in hotel lobbies to provide directions and other information about the market. Palmer predicted the WMC "will start strong and stay strong."

"When most people think of Las Vegas and a world-class marketing facility, they get a snapshot in their mind and our obligation becomes to achieve that snapshot," he said.

Tupelo: Growing market tries to keep getting better

The goals and challenges for the Tupelo market seemed deceptively simple coming from Cleveland, its president. In its 14-year history, the promotional upholstery and case goods market has grown from 14,000 square feet with 30 upholstery exhibitors to 1.5 million square feet and 1,000 exhibitors, making it the second-largest furniture market in the country, Cleveland said. And it's done this without the infrastructure of a Las Vegas or a San Francisco to back it up.

"Every show we try to figure out what we didn't do exactly right and we try to improve on it," he said. "All we have to do is what most retailers do — have a bigger and better sale next show."

Michael Gennet, left, San Francisco Mart president; Judy Mendenhall, International Home Furnishings Market Authority president; Jean Francois Michaud, Canadian Home Furnishings Market show manager; Dave Palmer, Las Vegas World Market Center general manager; and V.M. Cleveland, Tupelo Furniture Market president.

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