MIAMI – Miami continues to show signs of renewed enthusiasm for trade shows in addition to a glittering jewelry lineup with 170 brands exhibiting at JIS Marchproduced by Reed Exhibitions. Bringing together a variety of manufacturers, wholesalers and brands at Miami Beach Convention Center (MBCC) From March 22 to 24, attendance at the show increased by 10% compared to February 2020, due to several factors, said Jordan Tuchband, vice president of industry at JIS Events.
Tuchband cited the shift in consumer spending toward physical goods rather than services, which has helped jewelry retailers, the increased demand resulting from the cancellation of nearly all jewelry-buying events in 2020, and the “cabin fever” effect that many of us can relate to. “Attendees and exhibitors are missing the value and experience of live events and are anxiously, but cautiously, looking to begin participating again.”
Health and Safety Protocols
Prior to the show, JIS clearly communicated its health and safety guidelines to attendees and exhibitors to ensure everyone was well prepared for the event. Onsite protocols included mandatory daily temperature checks for all individuals entering the building, and additional registration kiosks were used to ensure adequate physical distancing in the registration area. Appropriate face coverings, hand sanitizing stations placed throughout the show floor, enhanced deep cleaning and air filtration throughout the venue, and transparent barriers were also included in onsite protocols.
How have people responded to these protocols? “Attendees, exhibitor floor staff, and our contractors and suppliers were all excited to be back at a live event,” said Sarin Bachmann, Group Vice President, Reed Jewelry Group. “The JIS marketing team was very proactive in clearly and consistently communicating our health and safety protocols so our audience knew in advance what to expect and that following these new protocols was necessary to attend. Several exhibitors and attendees said that all of the health and safety efforts made them feel much more confident about attending the live event and were critical in their decision-making process.”
Even better? Initial survey results show that 96% of attendees and exhibitors said they felt safe with regards to Covid-19 at JIS March, 90% of respondents said that pre-show communications on health and safety were helpful in preparing for the event, and finally, over 70% indicated that marketing communications on health and safety impacted their decision by making them feel comfortable enough to register and participate.
Related: Miami march marks start of post-COVID-19 renaissance
Teamwork
The very first JIS show was held at MBCC in January 1980 and it has been the home of their two annual Florida events ever since. “Over the years, we have built fantastic working relationships with the City of Miami Beach, the Miami Beach Convention Center management team and the Greater Miami Convention and Visitors Bureau “We’ve all been there with us at Reed Exhibitions reviewing our health and safety plans and providing the necessary permits for the show to go ahead,” Tuchband said, adding that the MBCC used the downtime during most of 2020 to implement a wide range of new requirements, infrastructure and procedures, all aimed at maximizing health and safety throughout the building. “We’ve been able to witness this and appreciate it firsthand,” he added.
Tips for Trade Show Managers
Before jumping into a socially distanced trade show, Bachmann advises her fellow trade show producers to first survey their customers, attendees, and exhibitors to gauge their comfort level with returning to in-person events during the time frame you’re considering. “At the same time, work closely with your operations and risk management teams, as well as public health experts, to develop health and safety protocols for your event that meet—or better yet—exceed the venue and government requirements at the time of the event. There is a tremendous amount of information shared about health and safety protocols across the industry among trade show organizers and through excellent industry resources like TSE and leading industry associations like IAEE, SISO, and others. At RX, we are also more than happy to share our knowledge with other trade show organizers, so please reach out.” “We are all in this together!” she said.
Lessons Learned
“Looking back, we are extremely proud of what JIS and the broader Reed Exhibitions team were able to accomplish with JIS March, especially given how quickly we had to make adjustments as new information became available,” Bachmann said, adding that they know COVID-19 information and protocols will continue to evolve and now plan to incorporate social distancing when initially developing the floor plan rather than having to make changes later in the cycle. “We are also evaluating, using feedback from our staff, vendors and customers, what protocols can be improved. Our planning will take into account increased vaccinations while continuing to monitor and expand on venue and government guidelines in place at the time of the event.”
Contact Jordan Tuchband jtuchband@reedexpo.com +1 (203) 840-5402; Sarin Bachmann sbachmann@reedexpo.com
