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New tradeshows have been popping up across the expo landscape for the past several years. From cars and RVs to baths and spas, these new shows offer exhibitors a range of new venues to do business with companies for their products and services throughout the world.


Based on the success of shows like EXPO PACK México, PMMI, the owner and producer of the event, has launched EXPO PACK Guadalajara.

For starters, Promotional Products Association International (PPAI), the not-for-profit association for more than 432,000 industry professionals and 10,600 corporate members of the $17.7 billion promotional products industry, recently announced a collaboration with the Incentive Marketing Association (IMA) to produce a new annual event dubbed The Motivation Show Las Vegas.

The Motivation Show Las Vegas is sponsored by the IMA and will feature an exhibit hall and conference program open to all buyers and resellers of incentive and recognition products and services featuring brand name merchandise, gift card, and experiential reward suppliers. The event will be held January 15-17, 2014 at the Mandalay Bay Convention Center in Las Vegas.

“We are honored to combine forces with the IMA to fully realize the potential of incentive and recognition products’ strengths in the industry,” said Paul Bellantone, CAE, PPAI president and CEO. “This alliance will provide access and exposure to new markets in new ways while delivering greater value to our members.”

Another new show that’s popped up is the ASSEMBLY Show, taking place October 28-30, 2013, at the Donald E. Stevens Convention Center in Rosemont, Ill. The ASSEMBLY Show is the only event to focus exclusively on assembly technology, equipment and products.

“We are 100 percent dedicated to assembly, and willing to do what it takes to deliver the most compelling event in the industry,” said Tom Esposito, Publisher, ASSEMBLY Magazine. “The main attraction for attendees at a tradeshow is the opportunity to view live demonstrations of new products.”

To ensure a successful opening, The ASSEMBLY Show has eliminated drayage fees for the entire show floor, making it more accessible and affordable to exhibitors.

“To encourage exhibitors to bring their large equipment to this working-product show floor, we are picking up all direct-to-dock drayage fees including surcharges and overtime,” said Esposito. “Drayage fees are typically the largest expense at a manufacturing event, creating a huge burden for exhibitors who want to display a heavy product.”

Among the industries looking toward tradeshows as a viable option for marketing their products is the food service industry, with the introduction of the Atlanta Foodservice Expo. This new tradeshow will serve the restaurant, food service and hospitality industries in Georgia and the general Southeast.

“We are excited about the opportunity to bring a focused show to a major market that will not only bring buyers and sellers together, but will also deliver a unique package of service and value,” said David Audrain, president of Clarion Events, creators of the show. “This industry event will ensure that both the attendees and exhibitors achieve the maximum return on investment.”

The expo will be held annually at the Georgia World Congress Center. The inaugural show is scheduled for Oct. 20-22, 2013.
Although new shows have been joining the U.S. tradeshow landscape, even more new international expos will be making their debut in the next few years.

South of the border, PMMI, the owner and producer of EXPO PACK México, PACK EXPO International and PACK EXPO Las Vegas, has announced a new, regional tradeshow that will be held biennially in Guadalajara, Mexico.

PMMI will launch EXPO PACK Guadalajara Feb. 27–March 1, 2013, anticipating a more than 30,000-square-foot show floor with 100 exhibitors and 4,000 attendees.

“Our decision stemmed from the continued success of EXPO PACK México, requests from current EXPO PACK exhibitors and market research data,” says Charles D. Yuska, president & CEO, PMMI. “We’re starting small and focusing our resources on high quality attendees and exhibitors to build a strong foundation for future events.”

However, Latin America isn’t the only continent catching on to the growing tradeshow industry. NürnbergMesse, for example, has organized the Automotive Engineering Expo, to be held June 4-6, 2013, at the Exhibition Center Nuremberg in Germany.
Engineers involved in the planning, development and production of modern car bodies, painting processes and assembly lines for international car manufacturers and system suppliers can source information on technology trends and innovations at the new exhibition.

“Car body engineering is increasingly concerned with identifying technology and material innovations as quickly as possible and developing their suitability for series production,” said Franziska Moennig, director on the board of the Automotive Circle International in the Vincentz Network. “This is exactly where the Automotive Engineering Expo offers an ideal platform.”

Messe Düsseldorf is also expanding its horizons to include the automotive industry. From August 10-12, 2012, the premiere staging of All in TUNING, Trade Fair for Professional Car Tuning, and All in CARAVANING, Trade Fair for Motor Homes and Caravans, took place at the National Agricultural Exhibition Center in Beijing, China.

The new tradeshow included more than 215,000 square feet, and more than 150 exhibitors presented innovations in car tuning, concept cars, personalized vehicle construction, racing cars and accessories.

Over in the Middle East, Reed Exhibitions has been creating a new platform for the bath, pool and associated industries to tap into the emerging growth possibilities by organizing the first Saudi Bath Pool Spa Expo in Jeddah, Saudi Arabia.

The new tradeshow, which will run from April 30 to May 2, 2013, at the Jeddah Center for Forums and Events, will provide an opportunity for dealers and manufacturers in the bath and pool industry to reach out to buyers from the Kingdom of Saudi Arabia and neighboring countries.

“Saudi Arabia continues to be a major attraction for international players, not only for its vast petrochemical wealth, but also because of its increasing young population which is driving the economic growth in the country,” said Thamer Al Sheikh, CEO of Reed Sunaidi Exhibitions. “The new housing schemes are implementing contemporary design and building measures where water is smartly being integrated in the daily life of the kingdom residents.”

The introduction of these new tradeshows is a positive sign for new economies and emerging industries. These new show floors will offer exhibitors more opportunities to market products, network with customers and generate business leads, which only means more overall growth for the tradeshow industry.

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