Vegas draws big cheer
Order-writing reported much better than in July
By Larry Thomas -- Furniture Today, February 20, 2006
Las Vegas — Buyers and exhibitors brought the second edition of the Las Vegas market to an enthusiastic close last week, crowing about everything from heavy order-writing to great weather to improved shuttle service.
Most observers concluded that attendance was slightly less than the 62,000 who swarmed into the market venues during the inaugural show last July. But the dropoff drew few if any complaints since order-writing appeared to be significantly better than at the first show.
Opening day was a mob scene at the World Market Center, where some attendees waited in line for an hour or more to receive their market pass. But aside from those registration glitches, attendees said the event ran smoothly, and buyers seemed pleased with the number of new products offered by exhibitors.
WMC officials were equally enthusiastic, pointing to numerous reports of heavy order-writing in showrooms.
"We believe the success and vibrancy of the market was evidenced by the volume of new buyers that registered — more than 10,000 — and the amount of orders that our exhibitors wrote," said Dana Pretner, WMC director of marketing and public relations. "We are thrilled with the success of this show, and there is much more to come."
Late last week, Pretner said attendance figures were not available, although she said the show had more buyers from Top 100 furniture stores than the July market.
Most exhibitors said they saw buyers from all regions of the United States, but said traffic was heaviest from dealers west of the Rockies, many of whom do not shop High Point.
Exhibitors said order-writing was especially brisk for products introduced here and those that were making their regional debut after an introduction in October in High Point.
"The first time here, there seemed to be some tourists that were only here to check out the scene, not buy," said Ken Fonville, vice president of merchandising at Fairmont Designs. "This time, the traffic was nearly as strong and was made up of serious buyers."
After the big crowds on opening day, traffic in the WMC and the adjacent Pavilions tapered off the second day, as many buyers visited temporary exhibits at Mandalay Bay.
However, many showrooms noted an uptick on Wednesday and Thursday — the market's third and fourth days — as a wave of buyers arrived in town with plans to shop the market and stay in Las Vegas for Super Bowl weekend.
"The first day was insane," said Paul Coscarelli, a partner with APA Marketing, an importer of casual dining and entertainment furniture. "But the energy and enthusiasm was infectious. Everybody came away with the feeling that this business is vibrant."
At full-line powerhouse Ashley, traffic was so heavy the WMC provided benches and chairs in the hall outside its showroom so sales representatives would have a place to write orders.
"Traffic at this show has been consistent with that of the July show, and we saw more buyers in July than we did at any other show," said Ron Wanek, Ashley chairman.
"I realize that Vegas is expensive, but people love coming here," he added. "Plus, when you look at the cost per buyer, it is not that bad because you see so many retailers at this show."
Ashley, like many exhibitors, spotlighted several new products in its showroom, and producers said that appeared to be the key to convincing dealers to place orders immediately.
"The biggest issue we had last time was that some buyers told us we did not bring enough new product," said Todd Evans, vice president of sales and marketing at Kathy Ireland Home by Standard. "This time, we introduced 20 new groups here and the results were fantastic."
Stephen Sczubelek, executive vice president of sales and marketing for Leggett & Platt's Consumer Products Unit, said that Fashion Bed Group had about a 20% increase in attendance from July. While he didn't offer specifics, he said many of those customers were writing orders.
"It's been a flurry of activity," he said, adding that order-writing exceeded his expectations.
The Las Vegas Furniture Show, organized independently from the World Market Center event, took place at the Rio Hotel. In July, it will move back to its original home at the Sands Expo Center.
"Our market here was very good," said Mark Piatt, vice president of Emerald Home Furnishings, one of the largest Rio exhibitors. "From what I can tell, I think it was very comparable to the traffic we had last year."
Stephan Phelps, manager of the Las Vegas Furniture Show, estimated buyer attendance at the Rio at 10,000, about 30% higher than at the Sands in July.
Exhibitors in temporary spaces at the WMC's Pavilions tents and at Mandalay Bay also seemed pleased.
Linda Owen, vice president of national accounts at Riverside, said the company welcomed more than 250 accounts in the first day and a half at Mandalay Bay. She said she was pleased the temporary location opened a day later than the World Market Center because it made Mandalay Bay seem more important to buyers.
Jackie Osbourne, director of marketing for Master Design, said the WMC did a better job of promoting the offsite temporary space this time. Advertising, signage and a separate shuttle departure point from the WMC all helped make Mandalay Bay more successful for the company than the July show, which featured temporary exhibits at the Las Vegas Convention Center.
Master Design also helped itself by sending out mailers to clients and running a spot on the plasma TVs playing throughout the WMC.
Roy Calcagne, vice president of upholstery at Universal, said his company's temporary showroom in the Pavilions had about the same number of dealers as in July.
"It didn't seem as though as many East Coast dealers were here as last time, but we picked up more from the West Coast," he said. "I expect that pattern to continue until the (WMC) buildings are complete, when things will balance out."
| Acknowledgements | ||
| Editor-in-Chief Ray Allegrezza, Associate Editor Thomas Russell, Staff Writer Jeff Linville, Senior Retail Editor Clint Engel and Leather Editor Joan Gunin contributed to this story. | ||
