The SGMA has canceled its contract with Universal Events Management and
plans to take over day-to-day management of the SGMA Spring Market
tradeshow. Mike May, SGMA director of media relations, said SGMA
appreciates the efforts of UEM, especially in launching the June's SGMA
Spring Market tradeshow. But the trade group, particularly since its a
non-profit, decided to handle the shows internally, partly because of
potential cost savings.
A bigger reason for the move, however, is that SGMA feels that running
the shows itself will enable SGMA management to gain closer contact
with its members.
“It will make our members that much closer by not having UEM between us,” said May. “We're making a go of it ourselves.”
May said the SGMA used to internally run the New York trade shows,
which ran from 1957 to 1998, prior to the launch of the Super Show in
1986. (For three years, SGMA held the New York trade shows and the
Super Show at different times of the year.) Although the Super Show in
Atlanta was run by Communications CSM, SGMA management was still
heavily involved with the show and was also able to stay in touch with
members through well-attended events.
May said SGMA's management felt it was losing touch with its members
over the last few years, partly because of fewer member events and SGMA
was less involved with recent shows. Also, because of the shift in
headquarters from Florida to Washington D.C., the staff is also
completely new (except for May and Gregg Hartley) and SGMA management
felt that taking control of the show would enhance interaction with
members.
“Rawlings, Wilson, Spalding, Russell, Everlast and Under Armour were
all forming relationships with UEM, but we needed to be forming
relationships with them,” said May. “It's very much a people to people
industry and we weren't having that people to people contact that we
desperately needed.”
In a letter distributed to trade partners attained by Sports Executive
Weekly, UEM said SGMA had the option to pull out of its agreement.
“Our three years with SGMA have been truly rewarding,” wrote Charlie
Greco, CEO of UEM. “They have been a great partner, and we are thrilled
that we were able to play a significant role in their future success.”
May said the shift had nothing to do with the results of the initial
SGMA Spring Market, the second largest trade show launch in the U.S.
since 1989. “The Spring Market was a very good first trade show,” said
May. “There are always going to be some people who are disappointed;
but, for a first year, the market was very solid and we want a better
second year.”
May said SGMA might have to make some new hires or reassign some staff
to internally run the show, but he said the organization was eager to
work more closely with its members.
“The more we can meet our members, hear their needs, and show we care about them, the better,” said May.
Upcoming events for SGMA include the Sports + Technology Convergence in
La Jolla, CA from October 23-25, 2007; the Industry Leaders Summit in
Washington, D.C. from March 10-11, 2008; and the second SGMA Spring
Market in Las Vegas from June 9-11, 2008.
