by Bob McGlincy, director, business management at Willwork Global Event Services
MAGIC popped up in Orlando, February 9-11 this year. This popular fashion and apparel manufacturing tradeshow first appeared in Los Angeles in 1933, and was sponsored by the Men’s Apparel Guild in California. Initially promoting only men’s clothing and accessories, over time it transitioned to include ladies apparel, as well as manufacturing services. In the late ’80s the show moved from Los Angeles to Las Vegas, and held two shows a year (the larger one in August, and a slightly smaller one in February).
Both the live and digital shows keep the brand alive, and allow for communication between buyers and sellers. Virtual shows can be more cost effective in some areas, allow for more data driven decision making, and may generate increased attendance. Live shows are more engaging, more interactive, and usually more rewarding and more profitable. Most surveys indicate that the vast majority of attendees and exhibitors prefer live events—provided they are safe. And safety has to be the priority for both for show management, and for the venue.
MAGIC Pop-Up was a limited capacity event, and the safety and comfort levels of everyone present was paramount. For this show, Informa required specific actions, (a program called “Informa AllSecure”) in order to ensure and maintain the highest levels of safety and hygiene. Some of the safety protocols enacted and enforced included:
- A mandatory negative Covid-19 test result
- Temperature scanning prior to entrance
- Mandatory face masks
- Social distancing
- Regular deep cleaning
- Hand sanitizing stations in exhibit hall
- Safety graphics and signage
Thousands of buyers and sellers attended this event.
There were no aisle carpets in this section of the hall, and no pipe and drape. Exhibitors shared back-walls, or had fully open spaces.
The show was not only safe, it was also a success! Here’s what some of the participants had to say:
- “Met a lot of new retailers”
- “Response was strong”
- “Traffic was steady”
- “I have opened new accounts”
- “We just kept writing orders in the dark,” said one exhibitor, after security turned off the lights at the close of the show.
- “We felt like we were in more of a modern show here at Magic Orlando. The vibe and energy was so great and positive. Both exhibitors and retailers were happy to be back!”
Kudos to Informa, their many partners and vendors, the attendees and the exhibitors, and the OCCC, for making this event happen.
Informa was determined to produce a safe and successful live event. Relocating the show from Las Vegas to Orlando was an immense undertaking. But show management was resolute in wanting a live forum for their buyers and sellers.
Even in the time of Covid-19, it is possible to create a safe and healthy tradeshow. But doing that requires dedication and hard work —along with the education, assistance, and cooperation of government officials.
MAGIC is scheduled to reappear live, in Las Vegas, August 9-11.
Bob McGlincy is director, business management at Willwork Global Event Services. Willwork creates engaging, energized, and exceptional event experiences. He can be contacted at Bob.McGlincy@willwork.com