In March it launched a telemarketing service it says has
made about 65,000 calls to potential convention attendees. About 2,000 of those
responding told operators they would attend an event. At the typical spending
level of $1,500 per person while in Las Vegas that translates to more than $3.1
million.
But attendance remains stagnant for some events, especially
in hard-hit sectors of the economy.
"Anything that is in that retail space, they are having
troubles," Meyer said.
The short shelf life of fashion trends has always lent an
air of even greater volatility to footwear and other fashion-oriented
industries.
But current economic problems seem deeper than sartorial
sensibilities.
On the demand side, consumers who feel insecure about their
jobs and the value of their homes are reining in spending on all but the most
basic staples, such as gasoline, food and sensible clothing.
It's happening as the supply side faces dramatic increases
in the cost of bringing products to market. Petroleum, which is needed to
transport and manufacture shoes, costs about twice as such now as it did last
year at this time.
And in China, where many of the shoes sold in America are produced, factories face rising costs because workers are organizing for improved workplace safety and higher wages and the government is enforcing stricter environmental
regulations.
According to a report by specialty news service Internet
Product Development Group, more than 2,300 shoe factories in one Chinese province closed during the first half of the year.
The news service, with bases in Prague, Czech Republic, and
Washington, D.C., quoted factory owner Tim Hsu saying, "Shoe factories,
clothing, toys, furniture, everyone is shutting down."
And it could worsen. A risk analyst from the firm Sovereign
Advisers told the news service the problems in China haven't yet seeped through
the supply chain in the form of higher costs.
"We expect a lag of two to three quarters before the
real impact occurs," analyst Kevin O'Brien said.
The global squeezes on supply and demand are already taking
their toll in Las Vegas.
"I think we are in a period of time now where it is
that much more dramatic," said Diane Stone, chief operating officer of the
WSA Show and the Collections at WSA. "There isn't just one thing going on
now."
But Stone says the 60-year-old WSA show is better positioned
than most Las Vegas conventions to weather the current economic storm. It moved
to Las Vegas from Long Beach, Calif., 20 years ago and has been held at the Las
Vegas Hilton and, now, the convention center and The Venetian in summer and Mandalay Bay and Sands Expo Center in winter.
With about 1,300 exhibiting companies, the event is widely
known as the sole event for many retailers who want a one-stop shop to take in
everything available on the market, an asset in tough times.
When people pare back, they tend to cut superfluous expenses
first. Stone says that for many in the footwear industry, WSA is must-do event.
"In economic times like these, the shows that do best
are the ones that are recognized industry leaders," she said.
The show changed hands late last year and management is
cutting back on fancy parties and big concerts by the likes of Rod Stewart and
Stevie Wonder in order to put the focus on feet.
That helps people who attend get more business done for less
money.
"They are outrageously expensive to stage," Stone
said of the concerts. "This is a business event. You want to invest in the
right places."