New H.P. market promotions set
By Larry Thomas -- Furniture Today, October 26, 2003
High Point — Convinced that its overhaul of the High Point market's transportation system is working, the International Home Furnishings Market Authority will turn its attention to marketing the twice-a-year furniture show.
At a meeting near the end of the October market, the group's board of directors agreed to ask two companies that specialize in trade show marketing to submit detailed proposals for drawing more attention to the High Point market and boosting its attendance.
Board members said they're especially interested in attracting small and midsized stores that rarely shop High Point or have never attended.
Board Chairman Steve Kincaid said he hopes the board's marketing committee can hear the proposals in November.
The full board would then approve a contract with one of the companies in December, he said.
"Ideally, we can develop a plan that can make an impact on the April market," said Kincaid.
Money for the new marketing effort will come from Market Authority funds that had been set aside to pay for the market's network of shuttle buses. Since that money was budgeted, the North Carolina legislature appropriated $1.8 million in state money for the market's transportation system during the fiscal year ending July 31, 2004.
The state money allowed the authority to offer free hotel and airport shuttles at the just-concluded market, and the number of riders increased significantly.
The authority also is seeking money from North Carolina's Gold Leaf Fund, which awards grants for marketing of events that help boost the state's economy.
Market Authority President Judy Mendenhall told board members the free shuttles were an overwhelming success, although there was little time to promote the program because the state funds weren't in hand until late summer.
"People were just thrilled with the free shuttle service," Men-denhall said. "And when you combine the hotel shuttles with the park-and-ride shuttles (which always have been free) we believe we kept over 15,000 cars out of downtown High Point.
"I think you could see that private vehicle traffic was noticeably down," she told board members.
Through Monday, Oct. 20, she said hotel shuttle ridership was 58% ahead of last April's market and 48% ahead of the October 2002 market.
Shuttles served more than 100 area hotels on 22 routes, and Mendenhall said additional routes might be needed next market in order to decrease the time users spend riding a bus.
In April, hotel shuttles might start running on Wednesday, she said, the day before the market's official opening. The free airport shuttles begin two days before the official opening.
"We may not like the market opening earlier, but the reality is that it is opening earlier," said board member Paul Toms Jr., chairman of Hooker Furniture. "Wednesday is just like a regular day for us."
Mendenhall also told board members that a market tour for several dozen state legislators and other state officials was very successful, noting that most "were blown away" by the size and scope of the event. "We felt very positive about having these folks here," she said. "We're hoping to arrange a VIP tour for the governor and the legislative leadership in April."
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