The Relevancy Topic

A lot has been said in the equine trade industry in recent months about markets and trade shows. It's been interesting to see the sides form. The idea that the industry outside of Denver should have one other major trade show appears to be a dim reality at this point. Maybe that's not all bad.

But a larger question has surfaced recently that I think needs to be discussed and resolved. Someone at the Baltimore Market this past weekend asked me if it was true that in the "good old days," markets were packed no matter where they were held and buyers crawled the show floors like ants at a summer picnic.

Well, maybe not quite, but the answer is yes, trade shows at one point in our industry were huge and most companies could keep themselves in business by attending them. Retailers relied on them for their success, as well.

Other than the Denver Market, which has always been strong, the attendance and participation at all the other trade shows over the past five years has been steadily decreasing. Oh, there would be a show here or there that would defy the trend, but for the most part, the pattern was toward smaller shows with less participation.

Which prompts the question: Are trade shows and markets relevant to the equine trade show industry in 2006?

There are a number of things to consider.

First, the Internet has changed the way all of us do business. Five years ago, "blog" wasn't a word most people in our industry were familiar with and Web sites were looked upon as a novelty -- nice to have, but not a necessity. How things have changed!

Retailers who once attended trade shows to view the latest and newest lines of product, clothing, tack or whatever, today can click to a Web site and see it in living color without having to wait for a trade show.

Second, society has gone from a collegial approach to doing to business to more of a direct and less passionate model. In other words, going to a trade show to get together with others in the industry to network, share a drink and dinner, compare notes, etc. is less important to most people today. Reuniting with a favorite rep is less important than getting products at a good price.

Have you ever read "Bowling Alone: The Collapse and Revival of American Community," by Robert D. Putnam. The author shows how we have become increasingly disconnected from family, friends, neighbors and our democratic structures. Putnam warns that our stock of social capital -- the very fabric of our connections with each other -- has plummeted, impoverishing our lives and communities, including extended communities such as the equine trade industry. Putnam draws on evidence including nearly 500,000 interviews over the last quarter century to show that we sign fewer petitions, belong to fewer organizations that meet, know our neighbors less, meet with friends less frequently and even socialize with our families less often.

We're even bowling alone. More Americans are bowling than ever before, but they are not bowling in leagues. Extrapolate Putnam's work and apply the principles to trade shows and it's no wonder that the social element has declined to a great extent.

If you're involved in any organization in our industry, you know exactly what I'm talking about.

So with those two major aspects under consideration, trade shows are going to have to do more to reinvent themselves, attract attention and remain vital. It's not enough any longer to "build it" and hope "they" come. There have to be nuts and bolts benefits and perhaps flashing lights and dancing girls.

In common terms, it's called relevancy. How relavant are trade shows to the lives of those in the equine trade industry today?

Holding Hands II

Here's one thing I'd advise anyone who travels with me: once you get all your belongings through security, gather them up and move on to the space designated for putting your shoes back on, your belt back on, your boarding pass in bag or purse, etc.

Almost every time I fly, there are people who insist all these things have to be done right there on the line where the belt brings items through the screening system. You can imagine the chaos this creates. Eventually bags back up into the scanning unit and then everything comes to a stop ... while the security lines outside grow longer and longer.

I'm not sure why TSA hasn't seen fit to gently (or not so gently!) encourage people to keep it moving, but they just stand there and roll their eyes. Really it should just be a matter of common sense. I've wondered how something so uncommon in today's society can continue to be called "common."

Better yet, I like the idea of the trend that's being set in the United Kingdom right now where folks flying to the United States aren't allowed carry on items -- PERIOD. I don't like the idea as much for eight-hour international flights, but for most of the hops around the United States, I think that would be a fair proposal.

An in case you're wondering, I use a regular size backpack for a carry on. If it doesn't fit in the backpack, it goes in the checked luggage. My backpack is a traveling communications system equipped with a laptop, cell phone and digital camera.

These are all things that could be discussed with those flying to trade shows in advance, seriously reducing the stress and strain the flying public experiences today.

Remember the last time you toured an unfamiliar city and a friend or relative was the tour guide. They knew where all the roads were, they knew how to get around the traffic backups, they knew where the best restaurants were. That's the feeling I'm talking about for getting retailers to once again return in huge numbers to trade shows in our industry.

Holding Hands

This week, I've been reviewing my notes and materials for the American Equestrian Trade Association meeting in Atlantic City a couple weeks back. Several things came to mind.

First, why does there have to be a crisis to get everyone in the industry together in one room to talk? Where are all these people when the Western-English Trade Association holds it annual conference -- which is designed specifically for the purpose of getting everyone together to talk.

A number of us wondered the next day how much longer this topic would generate standing-room-only crowds, a legitimate concern, to be sure. Traditionally, our industry hasn't done well in striking while the iron is hot. We tend to sit and ponder rather than act.

Second, I listened to all of the responses about location of a trade show with some wonderment. Many of the retailers who spoke (and who I have spoken with in private) say the price of hotel rooms and the logistics of flying are a huge barrier for them.

From the perspective of someone who travels a great deal, I can tell you that the hotel prices that the trade show organizers have negotiated across the board -- Stanley, Hopper, WESA or anyone else) are fair and in some cases downright fantastic.

Now I know if you're from a small community in the Midwest and your local hotel charges $50 a night, that might seem like the going rate. Unfortunately, that's not the case. Any hotel room under $150 in a community capable of holding an equine trade industry show is a bargain. If you have any doubt, go to the Web sites of the hotels that have the market rates and look at what their open or "rack" rates are. Many times they're three times the negotiated rate.

The other thing that struck me is that if we have people who are hesitant about traveling, is there some way to help them -- hold their hand all the way from their hometown airport to the front door of the trade show.

How about if those of us who travel consistently volunteered to shepherd a group to the trade show? For instance, in my case, the Minnesota group would meet at the Minneapolis Airport, I would brief everyone before hand as to what to expect at check-in, security, etc. and answer any lingering questions. Then everyone would be escorted to the gate and eventually onto the plane.

Upon landing, we would take everyone to baggage claim and then on to ground transportation, whether it be bus, plane, train, cab or whatever. We could even arrange tours of the trade show facilities to familiarize groups of retailers and raise their comfort level.

I know I would be willing to volunteer to do this and I'm betting there are people across the United States in our industry who would do the same thing. Heck, it might even be fun!

A TV Reality Show Worth Watching

I'm not a fan of reality shows like "Big Brother" and "Hell's Kitchen" and "Survivor." I have very little capacity to care about any of the people on these shows, except maybe Chef Ramsey who's one of those characters you can't help but love, despite his rough language.

Now comes word for the United Kingdom of a reality show I could really get behind. It's called "Only Fools On Horses." Twelve celebrities were assembled and competed during the run of the program in show jumping competitions. Mind you, these were people with various degrees of riding experience, but it sure would beat having to watch someone eat a deer penis.

Each competition eliminated someone until a winner was selected, much like most of the reality shows on television. The boost this program gave the equine trade industry in the United Kingdom was huge. "The reach was wide and the message was clear, horse sports are not elitist -- it is about fun and the partnership with your horse," said Liz Peplow, editor of Equestrian Trade News and a good friend of mine.

The show was a tremendous shot in the arm for a number of the sponsors, including Charles Owen.

So how do we get a producer to take that idea and run with it here in the United States? Maybe it could be a reining competition or a rodeo competition, anything involving horses, really.

There's something about watching people ride horses, big smiles across their faces and looking sleek, that makes people want to jump up out of their couches and get involved.

One viewer of the BBC program commented on the show's Web site: "Never ridden a horse but think this show is excellent. At last this summer something decent to watch and its hugely entertaining.... Please BBC, can we have this show on regularly?"

If you'd like to learn more about the show, visit the site: http://www.bbc.co.uk/onlyfoolsonhorses/index.shtml

Two More Markets Held

The fall trade show season is in full swing. This past week, I attended the Dallas Market and my assistant, Barb Kastens, traveled to Indianapolis for the Hopper Expositions Market there.

The Dallas Market was a sell-out once again. Since moving the show to the 12th floor of the World Trade Center, the market has regained much of its original glory. This year, nearly every hat manufacturer in the industry was on hand ... it was definitely the year of the Western hat. It was encouraging to hear all the good sales reports from the hat-makers, rather than the doldrums.

Even the parking situation at the Dallas Market Center seems to have ironed itself out. The first year in the new venue, almost everyone groused about having to park in remote lots and take a shuttle in. This year, it didn't even come up in conversation.

I was speaking with one vendor who had only been to two Dallas Markets and he was commenting that he thought there were fewer retailers around than he would have liked. I laughed and told him the stories of the market in previous years before its rebirth. Even Thursday, the opening day of the market and traditionally kinda slow, was good for many of the vendors. No complaints from anyone. Looks like Dallas is back on the map.

Barb reported that there were about 50 companies at the Hopper Indy Market with a fair number of retailers. This was the first-ever Hopper Expositions trade show, so it's hard to make differentiations. I will be in Baltimore for the trade show this coming weekend and will report back on how things went there.

It's still a bit too early to tell what's going to happen in the trade show sector of the industry, but most people who are venturing a guess believe things will shake out rather quickly. A big factor is the American Equestrian Trade Association and the decisions it makes in the next few weeks.

More on that in the coming days.

Enjoy Your Retirement, Doug

A few days ago at the Stanley Atlantic City Market, Doug Lammle and I sat down to discuss the industry, the state of retailing and things in general. We've done this dozens of time over the past five years I've known and worked with this icon of Canadian equine retailing.

But today the conversation took a decided different turn. Doug looked me straight in the face and gave me his news -- he's retiring. After nearly three decades as one of our industry's top retailers, he's decided to sell his share of the 23-store chain to his brother.

Doug says he's going to enjoy life with his wife and family. He also says he may reappear on the scene at some point and in some capacity. "I will really miss many of the people I've dealt with regularly over the years," Doug told me.

A saying in television is "always go out when you're on top." That's what Mary Tyler Moore did. That's what Ray Ramono did. That's what Doug Lammle is doing.

This past year, he was honored as one of the top 50 retailers in Canada. In addition, Tack 'n Togs Magazine named him "Best of the Best - Western Retailer." He's also got a string of additional accolades and honors on his resume.

But above and beyond all of that, Doug is just one heckuva nice guy. His smile and upbeat attitude light up a room and bring a brighter mood to all who come in contact with him.

So as Doug rides off into the Alberta sunset over the next little while, we and the rest of the equine industry wish him the best and all happiness. There will never be another Doug Lammle.

More on Trade Shows

Yesterday, because I had nothing else to do (not really!) I fished out the market guide from the last Stanley Atlantic City Market and counted up the number of companies listed as exhibitors. Then I tallied the number from the market just completed this week.

More than 100 fewer companies took part in the August market. That's a fairly significant number.

During the AETA meeting in Atlantic City, someone made the point that the number of retailers attending trade shows has been going down over the past five years (with Denver as the exception, possibly). So the question becomes, even if there weren't this disturbance in the force where trade shows are concerned, would the numbers still be going down?

A follow-up question seems to be: Are trade shows relevant for today's equine trade industry? If not, why not and how can we make them relevant again?

Good questions all. I don't have the answer but as an industry, these are questions that need to be answered.

Another thing I was thinking about flying to Dallas today was a way to lower the stress level for retailers who don't fly often and must fly to reach a trade show. I fly a lot and it's all automatic pilot for me. But if you fly once or twice a year, it can be daunting.

I for one would be willing to hook up with a group of retailers coming to trade show from Minnesota (we all fly out of the same airport) and play "tour guide" for them all the way to the front door of the trade show. I think there are probably people in almost every major community who would be willing to do the same.

Maybe that's one solution to one problem.

Fun and Excitement in Atlantic City

The Stanley Atlantic City Market wrapped up yesterday afternoon and many vendors, retailers and others went home with a lot to think about regarding the future of trade shows and the equine trade industry in the United States. This market was much smaller in scale and attendance than the February Stanley Market. Despite the numbers, many vendors reported doing well -- primarily those who took the time to let their dealers know they were there and to encourage them to attend (more on that later).

Most noticeable were the scaled down sizes of the booths. Companies such as JPC, Thornhill, GT Reid and others, who traditionally have been anchors at the Stanley Markets, had single or double booths only. A number of retailers remarked that they preferred the larger presentation of ALL the products the companies had to offer, rather than just a handful. Another bright spot was the organizational effort from Morey Stein and his crew. There was almost no griping and complaining from vendors or retailers. In fact, everyone was quite laudatory in how much things had improved over February, the first Stanley market in the Atlantic City venue. That's not to say there weren't some glitches along the way, but overall, the show went off extremely smoothly.

Sunday night, a standing-room-only crowd gathered at the convention center to hear about plans to create the American Equestrian Trade Association (AETA), with an eye toward beginning the process of bringing the trade show aspect of the equine trade industry back into some sort of perspective and sanity.

The idea for AETA was birthed earlier this year at a meeting in New England of the top 25 English suppliers. In the interim, an executive director has been named, a Web site has been created and a lot of thinking and talking has gone on. Sunday evening's meeting was hosted by Tom McGuinness, owner of Horseware Ireland. McGuinness has been the leading voice behind this project since its inception.

The group unveiled a survey of retailer most likely to attend a trade show, conducted with the help of Tack 'n Togs Magazine. Retailers overwhelmingly wanted to see two trade shows a year, like the January-February, August-September timing and ranked proximity of lodging to the show venue as their top concern. Others in order of popularity were discounts on lodging, convenience of nearest airport, giveaways of prize drawings for retailers at shows, recreational opportunities and variety of dining options. Retailers were splintered in 45 different camps when asked where they would like to see the shows held.

The next major issues AETA dealt with was whether the organization should create its own trade shows or throw its support behind an existing show, hoping the other organizers would eventually drop out. AETA exec Jeremy Law presented preliminary information on research done at the Philadelphia Convention Center. The thinking was that the last leg for most travelers to the Stanley Market causes problems and anxiety among retailers.

Were the trade show in Philadelphia, attendees could take the train from the airport to the convention center and theoretically never have to leave the building (hotels are attached or nearby). In the ensuing discussion, it became clear that those gathered had little stomach for yet another trade show and encouraged AETA to throw its support permanently behind the Stanley Atlantic City Market. Nearly an hour was spent taking input from those attending the meeting, all of which was noted for future discussion.

Among the discussion topics were vendors making better attempts to invite and entice retailers to the trade show, speaking positively about the market rather than bad-mouthing it, doing more to involve reps, running the trade show Sunday through Tuesday to avoid weekend hotel rates and others. The meeting ended with a call for nominations for an advisory committee to get AETA organized and moving forward. An announcement of who will be on that panel is expected shortly.

AETA would like to have something in place in time for the winter market season, either its own trade show or a support agreement with one of the existing shows. The organization's leaders say it is committed to making decisions in the next 30 days to take advantage of the momentum shown at Atlantic City. "How much longer will we see standing-room-only crowds if we don't get active and move forward?" wondered several.

Meanwhile, the industry marches on to the next trade shows, this week in Dallas and this weekend in Indianapolis, where Hopper Expositions, led by Kent Hopper, a former employee of Stanley Expositions, will debut its first-ever market. Rumors about the Hopper events were rampant in Atlantic City; however, Kent Hopper himself says everything is a "go" and he expects a good turnout.

The lingering question remains whether AETA can play king-maker in the trade show skirmish and whether the diverse coalition behind that organization can hold together long enough to present a united front where trade shows are concerned. The latest trade show to be announced in the industry in King of Prussia is also a wild card at this point. Some reports have Hopper joining forces with Market Square Inc. of Mechanicsburg, Pa., which is sponsoring that trade show. Over the next several weeks, the future of trade shows should come into much closer focus. We'll keep you posted as news develops.

Fear of Flying

Just as many of us in the equine industry are readying for plane trips to the fall trade shows comes the announcement of a major plot against flights between the United States and the United Kingdom. In addition, security has been stepped up for all flights here, including my flight tomorrow to Philadelphia for the Stanley Atlantic City Market.

I'm really not one of those who panics about such things. I fly enough to know that it's not a perfect adventure. If you expect to get every place you're going on time and with your luggage, you have unreasonable expectations. My goal is simply to get there ... in any acceptable time frame.

Watching the news this morning, I was tickled to hear that on many flights out of the UK, no carry-on luggage is being allowed. Can you imagine what a wonderful flight that would be? There would be no loud music filtering through your neighbor's headphones into your ears. There would be no constant eating of garlic-flavored potato chips. There would be no one yapping on a cell phone. Nirvana!

I'm a huge fan of limiting carry-on luggage. When I travel, I use a medium-sized backpack and only that. I have everything I need to survive the two-, three- or four-hour flight I'm about to complete. Most of my fellow passengers, however, have other ideas.

They generally have a backpack, a laptop and a roller board big enough to accommodate my entire wardrobe. People, there are washing machines in all parts of the United States! I used to think this was just a woman thing and often chided my wife for needing two weeks worth of clothing and "stuff" for a two-day trip.

However, after careful observance over the past year, I have come to the conclusion men are just as bad. What's worse, men have a difficult time accepting the obvious when it comes to carry-on limits on planes. If they board late and things are filled up, no problem. They simply push and shove and wedge and force their baggage into whatever small remnant space might be available. Of course, if you have anything up there other than a steel-bound gun case, your stuff gets crushed to bits in the process.

By far the worst on-board behavior I've seen in the past couple years has been related to overhead storage being full. The procedure, of course, is simple. You hand it to the flight crew and they check it in down below. Simple concept, difficult to understand and accept.

Maybe banning carry-on altogether is a bit extreme, but how about if we just make passengers comply with the rules that exist? That would make life better for everyone.

Meanwhile, if you're flying to reach a trade show in the next couple weeks, I recommend you hit the airport early and expect to stay late!

Reflecting Your Community

How reflective of your community is your retail operation? Would you build a big glass and cement structure in the middle of a Western-themed downtown? Would you treat your employees like robotons and try to create a store with a friend atmosphere?

Retailers know better than anyone that reflecting your community is an important part of their success. Well, most retailers that is.

It was announced last week that Wal-Mart is selling all of its stores in Germany to a European-based company. Apparently, it was a Schrecklich (horrible) experience. Wal-Mart has admitted that its entry into the largest European economy wasn't done correctly. A friend of mine in Germany told me the biggest problem was their "dubious" leadership methods.

Another story I read explained that cheerleading managers doing the Wal-Mart yell were met with blank stares by the Germany employees. They're a tough lot, no doubt.

I've done my share of retail shopping in Germany. To say that the sales associates are humorless and stuffy is probably an understatement. Obviously, most weren't all that thrilled about working at Wal-Mart.

So what lesson does the retail giant's experience teach those of us in business in the United States? First, understand the culture of your community. If your store isn't a pleasant place to work, the chances that any of the friends or relatives of your employees won't have a positive impression. Word gets around.

Tailor your corporate culture to fit the community and the people you serve. Trying to be something you're not is usually a quick ticket to the "going out of business" sign shop.

Most importantly, keep your feet on the ground. Instinct is probably the most important trait by which to measure retail success.

Hot weather; hot sales

We've been trying to determine for several years now how weather impacts equine retailing. Does the heat drive consumers out of the barn and into the stores?

To the extent that equine retailers are similar to other retailers, tha answer appears to be "yes."

Sales figures for retail in July suggest that the bone-melting heat most of us experienced in July were good for sales. Many retailers reported doing better than expected. Sales overall rose 3.2 percent in big-box stores with specialty retailers showing a 2.1 percent increase.

Lest you start dancing in the streets, you should be aware that most analysts see this as a blip on the radar screen since July is traditionally a time when stores are clearing out summer goods to make room for fall merchandise.

If any of your business is based on back-to-school shopping, there's not much optimism there either. Sales are expected to be mostly flat in all categories.

How's that for cheery news!

Despite everything, the American consumer continues to show an amazing resilency. No matter what you throw into the mix -- high gas prices, the threat of world war, horrendous heat -- the answer is still the same -- LET'S GO SHOPPING!

Same Song, Fifth Verse

Here we go again folks. We have received official confirmation that yet another trade show has been added to the already full lineup of equine industry trade shows. This one is called The Valley Forge Equestrian Show, an invitational show designed exclusively for the English market. It's planned Jan. 26-28 at the Valley Forge Convention Center in King of Prussia, Pa.

If that town rings a bell, it should. For many years equine trade shows were held there. Then a location in nearby Fort Washington was chosen. When the Stanley Market chose Atlantic City as its home, the specter of not having a trade show in the King of Prussia environs after many years was cause for shedding of a few tears for many vendors and retailers.

This newest trade show is being offered by Market Square, Inc. of Mechanicsburg, Pa. They're trade show veterans, although this is their first foray into equine. You can learn more about them at www.marketsquareshows.com.

I've made my feelings on the proliferation of trade shows quite clear in this blog. The last entry drew fire from a troll who seems to think that if you stand for common sense, you're somehow unAmerican.

Bottom line: The industry will sort this entire situation out by voting with its feet. You can throw the fanciest trade show in the world and if buyers don't show up, it won't be successful. Unfortunately, the winnowing process is lengthy and painful for a lot of vendors and retailers, whose loyalties are split and who are facing immense costs to play the game to its logical conclusion.

It's going to be a very interesting August and September!