Five Years and Counting

Today is my fifth anniversary of employment with Tack 'n Togs Magazine. The tragedy of 9/11 had just occurred. Things weren't looking so good for the equine trade industry.

My how things change in half a decade! In more ways than one.

I remember thinking to myself at the time whether the industry would ever get back on an even keel and some sort of sanity. Turns out, the industry is fairly elastic. Not only did we come back, but some companies and some retailers came back bigger and better than ever.

The other thing I remember about coming to work for Tack 'n Togs was the number of people in the industry who welcomed me with open arms. Numerous people said, "Don't hesitate to call if you have a question or need help." And every one of them I took up on the offer was as good as his or her word.

The fantastic retailers, wonderful manufacturers and vendors and the brilliant sales reps I've met have made my job easy and enjoyable. Our industry is filled with charcters, and they make working in this industry enjoyable and, yes, challenging at times.

One thing about most people in the equine trade industry, they don't chew their cud twice. You generall know where you stand with them right upfront. I can deal with that.

Fortunately, we've had excellent relationships with 95 percent of the people we've come in contact with over the past five years.

To everyone who has befriended me along the way, I want to take this opportunity to say "thank you." To the retailers who read us cover to cover each month and send kind words regarding this blog, our e-newsletter and our Web site, a big thank you.

The the companies who are our advertisers and others that we have helped in any way, thanks for placing your trust in me as the editorial leader at Tack 'n Togs. You all hold a wonderful place in my heart and life.

Collectively, we've been through a lot these past five years. Most of it has been good, some has been bad. But we've all grown together, laughed together and cried together.

It is my hope that the next five years will be filled a lot more of the good times. Over the span of this week, I'll share some of my fondest memories from my first five years at Tack 'n Togs. Stay tuned!

What or Who is AETA anyway?

My buddy Ed James of SSG Gloves sent me this letter. He asks some good questions. Ed was a bit hesitatant about having it published, joking that he'll "probably end up with a booth on the loading dock" at the AETA trade show in Richmond!!!

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An Open Letter to Equestrian Trade Industry Associates:

"Jumping on our horses and riding off in all directions."

This was a saying our athletic coaches used in school when no one on the team could figure out what was going on, but plunged ahead until all was lost and the game was over!

This statement exemplifies what I see is going on with American Equestrian Trade Association (AETA) and its mad rush to make us all look like fools or charlatans -- whichever word fits.

At the February Stanley Show, Tom McGuinness of Horseware Products Ltd. started preaching to anyone who would listen that we should start an association like BETA, take over the trade show operation and run an association for the benefit of the industry. Point well presented, but, those are really two separate objectives. One was to run a trade show (a major undertaking) and the second was to form an industry association (very necessary).

The Inaugural American Equestrian Trade Association meeting was held the morning following Dover Saddlery's Catalog Introduction Meeting. The majority of participants at that meeting -- salespersons and principals -- were the ones who formed the "pseudo" association, a very small cross section of our industry making a very important decision for all of us who were not privy to this meeting.

The ad lib notes and minutes of the meeting etc., are available on AETA's Web site, which lists the persons who made this decision for us. These minutes and notes outline items discussed and agreed upon by this gathering, including action items. This group agreed to advise us that a trade association had been formed and membership forms needed to be sent out inviting others to join. (Please review the summaries and minutes for your personal update.)

It was very surprising to me and, if you have not read it, I'm sure it will be to you. Further to these minutes a statement is made that this committee agreed to hold a meeting in Atlantic City.

The meeting in Atlantic City was held on Aug. 13 and Jeremy Law and Tom McGuinness made a presentation advising that exhibit space for a trade show was available in downtown Philadelphia in late January. After much discussion this suggestion was shot down. It was obvious to the majority that the attendees would like to have an industry organization, but that we did not need another trade show!

At the meeting Mr. McGuinness stated that they were going to produce a steering committee, set up a slate of people nominated for that committee (based on their acceptance) and move forward to the formation of an association with bylaws and goals, etc. These names would be posted on AETA's Web site for consideration by the industry membership at large. (This has yet to appear).

This process was supported by the majority of attendees at the general meeting.

With all of this feedback at his disposal, the next morning (Monday) Mr. McGuinness called a meeting of some of the original organizing committee and included some others, whom he hand-picked. At this meeting he introduced them to Jim Herbert (a trade show organizer) who just happened to be in Atlantic City that morning. One might think that Mr. McGuinness either did not hear what everyone in the Sunday meeting was saying, or, believed he would get permission in the Sunday meeting to go ahead with the show and hire Mr. Herbert (fait accompli).

Through all of this carry-on apparently no one from AETA had talked to or made an effort to talk to either Morey nStein or Kent Hopper (current trade show producers) about a proposal to work with AETA to achieve joint goals.

Some of the individuals at the Monday meeting felt they were told that Stein was asked to attend the meeting but declined, a fact that Stein denies vehemently. At the end of the day on Monday, Stein claims that Mr. McGuinness, the then self-appointed chair of this original group, spoke to Stein before he left and advised him he would be in touch in two weeks. A contact apparently yet to be made.

Fast forward to Sept. 15 and an announcement is made to the industry stakeholders or constituents. Please go to the AETA site, review it and ask yourself some questions:

Retailers have not materialized in Baltimore or anywhere else.

Who determined that retailers have not materialized in Baltimore or anywhere else? Our business in Baltimore was nearly 40 percent of Atlantic City, and the Atlantic City show netted more sales than the same show the previous year in Fort Washington. This fact does not mean that I was or am happy with Atlantic City as a venue. But statements printed "off the cuff" by Clark Davis (who was one of the original committee on March 24) shouldn't be taken as fact. Presumably this information was passed on to Davis by John Moncada, who put in an appearance at Baltimore, or John Nunn, both of whom were privileged to be at Mr. McGuinness's Monday morning meeting prior to the Hopper Baltimore Show.

…After discussions among various industry participants (maybe the March 24 group?)

These various participants should be identified so we as association members could determine from our own experiences if these were the people we wanted and felt were capable of making appropriate, intelligent decisions for us.

After several meetings AETA has picked Mr. Herbert…

Who is AETA that is making all these important decisions for us. Tom McGuinness? Or the Westford Group?

The whole situation smacks of "smoke and mirrors" and someone's or some people's desire to plunge ahead and put on a show which the Aug. 13 meeting consensus indicated was not wanted or needed. Where are the concerns for the retailers -- our customers?

It is about time that we take a deep breath, park our egos, think logically, and form an association with membership fees, a proper constitution, some objectives and bylaws. Then we need to work within the confines of the bylaws and do things to help the industry. The other shows are going to go ahead and a third show will just turn the retailers off more than at present. This is not what we need or want as vendors.

We don't need to jump on our horses and ride off in all directions!

Ed James
President,
SSG Gloves

P.S. -- The proposed Richmond booth costs are out. $800 for a 10x10-foot booth and if you buy three you get the fourth free. This certainly doesn't help small vendors (an important part of our industry) who, in many cases offer innovative products that draw retailers to the shows. I wonder how many free booths are being offered to the many "anchor companies" already positioned in the floor plan, as indicated in Clark Davis's letter. Whatever happened to Jeremy Law? Why is our association's contact Mr. J. Herbert?

I think we are entitled to some answers.

Retailers Hold the Cards

Last January when the trade show conflicts began in earnest, I said to anyone who would listen that retailers were the key to sorting out this sector of the industry. Without them, there is no trade show. It would behoove everyone who wants to produce a trade show to live in their world, walk in their shoes for awhile and listen to what they have to say.

Having worked as an advocate for retailers for the past five years at Tack 'n Togs Magazine, it was only natural I should hold this view.

Yet, I was absolutely blown away by the number of people in the industry who told me I was crazy, out of touch with reality, myopic and a few other adjectives we wouldn't want to share on a family-rated blog. Essentially, the feeling I got was that no one cared a bit about what the retailers wanted, it was all about attracting vendors and getting their financial support.

Over the past couple months, I have seen the worm begin to turn and a number of those people who told me the vendors were what was important are retrenching. Today, it's abundantly clear that you can produce the nicest, well-organized, friendliest trade show in the industry ... but if retailers don't come, it can't be considered a success by any true business standard (profit-loss). So a lot of people are going back to the drawing board and changing their approach.

I would never say "I told you so" to any of these folks, but I have learned some of these lessons rather well over the past 30 years in publishing.

Here at Tack 'n Togs, we have two primary constituents. First are the advertisers who pay the bills and take advantage of the communication mechanism we've built over the past 36 years with retailers. We wouldn't exist without them. They are our bread and butter. Second are our readers, mostly retailers. Without them picking up the magazine every month and devouring it from front to back, our advertisers wouldn't get results for their advertising dollars.

In our world, the advertisers have their connection in the form of an advertising rep and the readers have an advocate and champion in me, the editor. My position is a bit unique, however, in that I work with both sides of the aisle, if you will. My goal as editor is to create such an exciting must-read publication that everyone benefits. It takes a great deal of listening to all sides of the equation to make this happen.

I think in some instances, that's where the trade show producers got off the track, particularly with retailers. No one ever engaged retailers in a meaningful dialogue about what they wanted and consequently, the number of retailers attending trade shows has stagnated or decreased for most organizers.

Should vendors be ignored? Of course not. But there has to be a good balance between the two interests to make something like a trade show or a trade magazine work. In our case, if we focus all our attention on the manufacturers, the readers grow weary and tune out. If we focus all our attention on retailers, the manufacturers begin to wonder about the value of their message.

Retailers have little tolerance for confusion. Their world is mostly black and white. When they encounter something that has multiple layers of intrigue, their instinct is to drill down to the core of the matter, make a decision and move on. When they can't do that -- as in the case of the trade show proliferation -- they simply move on.

Now the job for trade show organizers will be to woo the retailers who have moved on and convince them to come back and try trade shows once again. Whoever accomplishes that task best will most likely be perceived as the ultimate victor in the quest to produce a successful East Coast trade show.

The More Things Change ...

You've heard that old saying. "The more they stay the same ..."

I was reminded of that today when my assistant editor Barb Kastens dropped the column below on my desk. It was written by then Tack 'n Togs Editor Dan DeWeese. Change a few names and a few dates and it could have been written today.

I particularly like Dan's last lines:

There is nothing to be gained from the current chaos and confusion about trade shows. Manufacturers are in a quandary about which market to attend; retailers don't know which lines will be at a show. All four shows are likely to be hurt in this fiasco. The lesson for the markets is clear: Cooperate and coordinate or face the consequences.

Here's the rest of what Dan had to say:

In a scramble to avoid being scheduled on Superbowl Sunday, four major markets are slated for the same weekend in January. Pointing up the lack of planning and cohesion in an industry with 40 different markets, this is a nightmare come true for manufacturers, reps and retailers.

Sacramento, Las Vegas, King of Prussia, and Orlando trade shows are all slated for January 17-19 or 17-20. Many smaller manufacturers face a dilemma: Do they produce additional sample lines for simultaneous showing - an expensive proposition - or do they attend only one of the shows? Too, company principals who normally travel to each of these shows will not be able to, depriving them of much-needed exposure to retailers and vice versa.

The situation promises to be "High Noon" for the trade shows. In an industry already replete with ironies, three of the four shows scheduled to slug it out toe-to-toe are WAEMA "Showplace Markets." Too, King of Prussia and Orlando have overlapping spheres of influence, as do Sacramento and Las Vegas.

Little enough has come of the much-ballyhooed Showcase Market program on the part of WAEMA members who conceived it - and the concept may be dead in the water - but one would think that the rep groups sponsoring the markets would recognize the potential for getting organized.

Market organizers have been less-than-impressed by the Showcase designations from the start. An independent lot, they predicted early on that nothing would come of the proposal. Manufacturers blew a lot of air about the idea, but nothing came of it. Behind-the-scenes tugging and shoving over the Showcase proposal resulted in the tabling of any action on it at the WAEMA meeting in August.

It's time to start pulling together. Manufacturers should plug some of those windy holes with money for a serious and meaningful agenda. If the manufacturers want to continue to subsidize 40 trade shows, it's their money, but that money could be better spent funding the seminars and other events originally discussed when the Showcase concept was first aired.

As for the market organizers, it is time to put politics and egos aside and figure out what is best for the industry. They've already met once. A trade show organization might be the first step to putting some order into the trade show picture. If they work together, they might avoid future trade show-downs. They might also share ideas and coordinate programs, possibly cutting their costs while better serving the industry.

The potential is there. Denver has teamed up with WERA and is sponsoring the WERA national conference next year. Perhaps other markets could sponsor regional conferences featuring common speakers, seminars, themes, etc., possibly backed by manufacturers.
Another factor is the loss of sizable tax write-offs for marketgoers if proposed tax laws are passed. Trade show organizers better be ready to give the retailers something worth going to or face erosion of traffic.

There is nothing to be gained from the current chaos and confusion about trade shows. Manufacturers are in a quandary about which market to attend; retailers don't know which lines will be at a show. All four shows are likely to be hurt in this fiasco. The lesson for the markets is clear: Cooperate and coordinate or face the consequences.

More Trade Show Saga II

This letter came from Roger Tully who is organizing the renewed Atlanta Market, coming up later this month:

As a manufacturers' rep and having recently entered the trade show promotion arena, I am very interested in this topic
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Unfortunately, maybe, I don't have the expertise of the people you mentioned. I have had to just promote my show without any prior knowledge of the pitfalls. Maybe, I have had just bowled over them and got right to the core of putting on a show. I don't know. I do know this, in nine weeks, with the help of several individuals and manufacturers, I have put together what already appears to be the largest western trade show in the East.

I have heard the dismal stories from Atlantic City, Baltimore, Indy and Dallas. But in Atlanta, we have already put together over 215 lines that will be there for retailers to view in two and a half weeks. As for the buyer turnout, of course, that remains to be seen. I can tell you this, as well. I have tried to determine from prior shows the amount of "pre-registration" that occurs. I have not been able to find more that two dozen or so that pre-registered when we were getting an average in the mid-300s attending.

As of this date we have 65 retail stores that have pre-registered for the show, and we are getting three for four daily. Again, I don't really know what this means.

So, what's been our "secret?" We did it the old fashion way. Two priorities, truth and communication. First, I have been absolutely forthright with everything that I have told anyone, including my conversation with Paul. Secondly, communication. Two people contacted personally everyone of the almost 400 manufacturers or salesman that were called to attend this market. No fancy brochures or mailings, just personal calls. The response has been overwhelming, and we expect to have a great show.

My frustration, if there is any, is with the English market. I contacted some people with AETA and they just blew me off. Unfortunately, for them, they just don't get English in the Southeast. It is a huge business they don't want to go after (just talk to Ariat). There are several English exhibitors in our market that tell me they have never had a bad show in Atlanta.

They are very happy that the rest of the English crowd snubs this market because they do such a great business. So, we must be content to just be the largest "Western" market in the East, but we will continue to try to attract English exhibitors. We have plenty of retailers that carry both that attend our market.

In the meantime, both of you are welcome to join us in Atlanta. We have already expanded our show from the original floor plan to accommodate exhibitors, but I have space. Our prices, our food, our motels, are all less expensive than Atlantic CIty and you can fly into Atlanta from almost anywhere. So, come on down, we'd love to have ya'.

Roger Tully
Tully Markets, LLC (www.tullymarkets.com)
Western & English Atlanta

More Trade Show Saga

Several individuals have written longer responses to the trade show questions. We will be publishing them here for your review. Please feel free to respond with your own opinions.

The first piece comes from Jim Mreen, owner of Toklat Originals and long-time trade show attendee.


Our company Toklat Originals has been showing at the KOP area markets for almost 20 years. It has had its ups and downs including the days of Eastern States Salesmen Association, AEMTA, Cowles and Stanley shows. The venue for all of these was never more than barely adequate, but they had their good and bad aspects. For the most part the shows were successful and we all gladly attended even though we all complained some, mainly about dwindling attendance by the retailers, unclean restrooms and bad food.

The move to Atlantic City was not well received by many exhibitors and retailers; in fact many were really angry about how the whole move was presented and justifiably so. The experience from the very first show revealed the pitfalls of Atlantic City for our trade show attendees. The exhibit space was good but the logistical problems of getting to the site for exhibitors and retailers, transportation, freight , hotels, food, and overall cost, were very apparent. The very poor retailer attendance at the first Atlantic City show, which historically is higher at a new venue, validated the feeling that our retailer base really does not want to go to Atlantic City for our trade show, snow storm or not.

What really bothers me right now is that a very small group of suppliers have been convinced that we should be in the trade show business because we can do it better. I believe some of the motivation behind this is anger at Kent Hopper for the move to Atlantic City and possibly some self-serving thrown in as well; all of which should not be a mandate to start another trade show. I too believe that Kent must take responsibility for the decision-making and presentation process of the Atlantic City move. However, this does not mean that he did a bad job of running the Stanley show. Have none of us made a significant mistake before?

Although Toklat chose not to exhibit at either the Atlantic City or Baltimore show, I attended the Sunday meeting put on by AETA. At this meeting it became apparent that AETA is far from having its act together to organize a trade show in the near future. Their decision to announce their intention earlier this year without having done the due diligence to check out the availability of an acceptable venue was premature and regretful.This has resulted in unnecessary confusion, frustration and expense for many suppliers and retailers. As a result our market is being split up because we are blindly following a small group of "major" suppliers to a venue that has failed two times out of two; how ridiculous is this?

Criticism of the the organizer for poor attendance is sometimes warranted; so is the economy and retailer indifference. However, all can be factors and to put blame solely on the organizer is short-sighted without considering all the other aspects of a successful trade show.
Personally I think that Kent is very capable and he has presented some forward thinking and daring by committing to three new venues for our consideration: Orlando in January and Baltimore and Indy in August. The results are in from Indy and Baltimore and all are very favorable especially under the circumstances.

Toklat's eyes are not on Atlantic City. Personally the decision to not show at an East Coast venue saddens me for we feel like we have let our retailers down by not attending. However, it makes no sense to spend tens of thousands of dollars to attend a venue that very few retailers want to go to and probably won't.

The industry is not well served by the formation of new and duplicate trade shows; we have an over abundance now. The confusion for everyone concerned only adds to the lack of attendance and stability in the market arena. I suggest we look closely at what Kent has to offer and support his effort to make the markets better for everyone. He has a proven track record of running a good show. Who cares if he makes a buck; why not? Hopefully we will too.

J.R. Mreen. President
Toklat Originals

The Trade Show Saga

Recently, we asked folks in the equine trade industry who receive our e-newsletter to comment about the latest development in the trade show saga, the announcement by American Equestrian Trade Association that it will pursue its own trade show. Here are the responses we received:

AETA is planning another tradeshow and have hired someone to plan it. Doesn't that seem like a bad idea? Rather than picking either Kent or Morey and endorsing? I think AETA needs to concentrate on someone who has ran a show in the horse industry. Not sure what the new guy can do for us that Kent or Morey are not doing already?
I think this is absurd! How many trade shows are we going to have? The only thing this is going to do is make it even more difficult for the vendors and retailers. How can anyone decide where to go? What's going to happen is no one is going to go. This situation is very distressing.
The thought of having another trade show doesn't do a thing for us. We have the opportunity to attend only one show so we prefer a big one that has loads of vendors showing us the latest in clothing and equipment. Given the cost of travel it is not economical to go 500 miles to look at 100 tired vendors showing the same stuff they had six months earlier. I need to have cutting edge stuff to add to my Web site for all the folks who aren't traveling as much either. The idea of asking vendors to shell out more money for another trade show is stretching the budget, too, I'm sure, and I don't see the big turnout happening at all the shows. My guess is there will be some here, some there when what the buyers want is a big marketplace where they can see it all. I will go to the show that has the most vendors. If there aren't at least what there was at KOP, I won't go at all. I hope the powers that be will unite in one colossal show that buyers will be itching to get to instead of three metza-metza shows that buyers could take or leave.
I feel it dilutes the industry and makes the market even more confused.
I think adding one more show will make no difference at this point -- add 100 who cares. I am still staying home until one comes up as the winner. It is too expensive to go to a show that isn't supported by everyone. The only reason I would go to one of the English shows this next year is if it was in a vacation location and I could use the trip as a write- off. These back east shows are expensive to attend for us West Coast stores, so they have to be worthwhile. Also I need to mention that changing the dates of the Stanley show to Sunday, Monday, Tuesday, doesn't solve the problem of the expensive Saturday night hotel rate....when do you think we arrive into town? We fly all day Saturday and arrive Saturday night for the Sunday show. No savings I am afraid. If you are a local person driving, it will allow you to work in your store on Saturday, but that is the only person it helps.
I wanted to point out one fact. As tack shop owner and the supposed "target market" of these trade shows, we were not "invited" to attend the AETA meeting at the August Stanley Show.
What the industry needs is fewer trade shows. The dollars are just being diluted, which benefits absolutely no one. And how about a little loyalty to an organization (Stanley) that has been and continues to do a good job - against the odds!
Retards! Oops, I guess I could've put that a little better but it is actually the first word that comes to mind. The big guys that wanted this stressed..North East. What could they be thinking?
I was excited about the new Indy show but was unable to attend as it conflicted with Indiana State Fair where I have a booth. I really hate to use any summer weekends for a trade show, I think a September show in the central states would be great. We could still use items for Christmas and we have a better feel of what customers want than we did in January And of course we need to order for Spring. For some reason September is an off month in the Midwest, Chicago markets aren't until October or November. And I really don't want to spend the time or money to fly to Denver right now. Louisville would be a great location for me.
The current shows are not anywhere I want to go! First, you must have easy access. The King of Prussia show did not meet this criteria very well, but it was better by far than Atlantic city. Atlantic City doesn't have major commercial air service. It has an airport, but nearest big commercial service is to Philly or New York. Folks I spoke with did not want to return because of the transport problems, snow and ice in the winter, beach traffic in the summer. Oddly enough, a small show in Atlanta, which was at the airport, failed to grow support. I think it was the management, but I don't know. The second problem I see with all shows existing shows is the heavy emphasis on party time instead of product display and education. This is about business.
We attended the Midwest Western & English Market in Indianapolis and werevery pleased with the end result. Crowds were slow, but fall markets aren'tusually the largest. Kent Hopper did an outstanding job putting the show together and providing food for both buyers and vendors was an extra benefit. As several of our customers commented, Kent Hopper was very visible and available to speak with anyone who needed or wanted his attention.
After attending the most recent tradeshow in Atlantic City, I think adding another tradeshow is going to hurt our industry tremendously! The turnout was very low, lowest in the four years that I have been attending! It was productive for our store because we had appointments scheduled for each day. I think that this will discourage small vendors from coming and contributing new ideas and technology to our already slow to evolve industry. I know for our store we have looked outside this show to other tradeshows to find the technical apparel that we need. On the staffing issue, it is hard enough for us to attend the two shows a year. We are a small store, as are many in this industry, and can't be away for multiple days in multiple cities. As a retailer we see the tradeshows as the only ones benefiting from this. They are expressing there disinterest in maintaining or furthering this industry.
Thank-you
Ugh!!! The August trade show in Atlantic City was disappointing, to say the least. Itis very apparent to all the retailers that this is now an industry divided. I don’t blame vendors for not showing up. They think they will be playing to half an audience, and now it looks like that will shrink to a third!We are now starting to tell our vendors and reps to come visit our store. I'm finding I'm incurring a lot of expenses to go to the trade show, and not finding the suppliers that I need to talk to. Maybe someone could come upwith a virtual trade show online, and then we don’t have to travel anywhere. Please folks, try to get together and work this out. This is not good for the whole industry.
Unless one is connected with one of the large concerns, it is certain death. Small entrepreneurs cannot possibly keep up with this many venues. In my opinion it will undermine what is so great about the industry, which is that it is full of new inventions, ideas and designs. It is very in keeping with the American ideal of independent business opportunity. The shows will end up being large corporate affairs, predictable and uninspiring. Many buyers come to find new things for their shops and sites, and this is not conducive to their interests at all.
You people are tearing up this business. I have been attending these trade shows since 1972. They were always getting bigger and better until now. The cost of doing a trade show has just gone off the roof. I attended the August trade show in Atlantic City. It was wonderfully done but I could see how very lightly attended it was. I have contact with many retailers because I also have a mobile shop as well as a store front. I see these people on the road and we have occasion to chat with each other and the trade shows always come up in conversation. Many have said that it was too expensive just to get there. Others have said the weekend rates were way too high. I can tell them when I see them next that they were correct. It cost me over $2000 to go. If you have a staff to bring, it gets worse. There were two of us, and in order to avoid the cost of a car rental we stayed at a hotel close by and took the shuttle. We were the only ones on the shuttle all but one time we rode. It has always been my opinion that the trade show should be held in the South during the winter and in the North during the summer. I do not attend trade shows in winter. I am on circuit at the time as are many of the mobile shops. We could get away for a Monday and a Tuesday if the show were held in Orlando. Great place for anyone wanting a winter break and could combine work with fun and good for the family.
I do not think Atlantic City is good for the family. The North in Summer is a good place for anyone south wanting a heat break, and there is a lull in business in August anyway. The same lull is experienced in the North during the winter and is a welcome relief from the cold. Also, why hold a trade show during it's most expensive season? Summer and weekends in Atlantic City is crazy. You might say that for Orlando as well. But their season really is never expensive. The flight paths to Orlando and from anywhere is always a deal. I will not attend the trade show in Atlantic City again. I had fun, it was a show well done, but it is way too expensive.
I, for one, would like to see another large trade show. It seems to me, with just a little thought about the location, a promoter could blow all these other shows out of the water.
We have not gone to Atlantic City for several reasons: Cost of airfare or airfare plus car rental from Newark, Philadelphia or Baltimore; Cost of hotels and food and Hotel, airport and rental car taxes. These are the same reasons we don't go to Denver. The airport is out in the middle of nowhere and the airport taxes raise the price of the tickets considerably.
There are lots of great cities in the Midwest with good prices, low taxes, weekend deals on rental cars and hotels and lots of competition for good places to eat. Thousands of horse people travel to Oklahoma City or Ft Worth each year for national and regional level horse shows and find it easy to get around and cheap gas. The next best would be Dallas or Tulsa. They also host horse shows and trade shows and the Western Market in Dallas is a joke. It took me 15 minutes to go through the entire market last month. The DFW Airport serves Dallas and Ft Worth and most of the major hotels have free shuttles running all night to pick you up and drop you off. No rental car required. You can still get a room in Ft Worth for under $50 a night in a decent chain motel and for the more adventurous there is always Motel 6 just eight minutes from the Will Rogers Center or nine minutes to the convention center. I don't know about other cities but I'll bet there are more that have the support structure to host such an event and would love to have us come and spend money in their town. Going to these big, expensive cities for our trade shows needs to stop. Most of us have stores in suburban or rural areas and most of us don't like having to go to the "big city."
Greetings, I am new to the retailing industry, but not to the equine industry. I am excited at the prospect of a new trade show and would like to log my vote for the Louisville, KYlocation. Kentucky is an equine Mecca as we all know. It is the site of the Saddlebred World Championship Horseshow, Churchill Downs and many, many high end horse farms. This is an area that will support equine retail and particularly English riding equipment. I think in particular that saddle seat equipment has been largely ignored by retailers. There is a strong collection of manufacturers who produce very high quality and expensive equipment for this discipline but who are not included in the buyer's guides.
AETA may have set a clear goal to "have its own trade show that it could control and fashion as it sees fit," but I question the cost to the industry in pursuing that goal this very fist year. A number of my suppliers did not attend any trade show this year due to the confusion, and I fail to see how yet another venue will help them make the already difficult choice as to where and when to allocate their limited marketing resources. Many of the companies that drive this industry are actually small businesses and shows are expensive. I personally feel that now is a time to get behind the industry and make decisions that are cost effective for all. A little unification would be a pleasant change as well. We can survive together or die alone. I am also bothered by that word "control." That's one that can really come back and bite 'ya!.
I'm already totally discouraged about trade shows. I can't afford to go if it isn't spectacular and the splintering of the show is just killing the idea for me.
Since attendance for the Atlantic City and Baltimore trade shows for both vendors and retailers was on the pitiful side, adding a third show to the mix doesn’t make any sense at all. From what your article said most people at the organizational meeting stated that another trade show was a bad idea. It seems that the AETA has an agenda they intend to follow no matter what the people they want to attend think. The locations they have suggested sound more workable than the current choices. As for Morey changing the days his show is held, it still won’t make me go to Atlantic City. The answer is a different, less expensive location that one can actually fly into.
Adding yet another trade show to the January and August calendars is certainly not going to benefit anyone. The choice of Richmond or Loiusville are not viable, as they are not major hub airports with available "non-stop" flights from around the country. I will choose which trade show to attend by where my suppliers will be attending and which has direct flights and which location is closest to a major airport. The Atlantic City Location is a nice facility - but the two hours it takes to drive from the Philadelphia Airport is a major negative.
It was very surprising and welcome to hear the input from retailers at the AETA meeting in Atlantic City. Apparently, the AETA wasn't listening and they are determined to follow their own agenda, even though it may be detrimental to the industry. With fou shows now scheduled, it is only confusing everyone and most will stay away from all of them and wait until the dust settles.

If you'd like to add your thoughts, please feel free to do so.

Who or What is 'The Industry?'

When the American Equestrian Trade Association (AETA) was being formed some months back, several people asked me how I was going to deal with two trade associations, seeing as how I'm a member of the board of directors of the other one (Western-English Trade Association or WETA).

I can't say I was wildly enthusiastic about an organization whose leaders told everyone who would listen that WETA was a feckless nonentity after I've spent three years of my time and blood to make it successful. But, different strokes for different strokes. My pledge to everyone at the time was we would be as fair and generous to both organizations as humanly possible. I haven't had a complaint from either one, so I'm figuring we've accomplished that.

Actually, in the eyes of some, we're being far too generous to AETA. My good friend Michael Diamond called recently to remind me that the core group of AETA does not, in fact, represent the "top 25 English suppliers" in the industry, as we have described them in the past. He also went on to point out that AETA membership doesn't even represent a majority of English Suppliers.

Points well taken.

Michael also argued my point that the AETA would be instrumental in determining the future of trade shows in our industry. We will simply agree to disagree on that point.

Here's my argument. If you look at the current AETA membership, you'll find roughly 75 vendors who regularly appear at industry trade shows. If AETA can hold its coalition together and control where those 75 vendors display their wares, they WILL have an impact on the future of trade shows -- not necessarily of their own volition, but whoever they choose to be in league with.

Now, there are a couple of big ifs because if you look at the names on their membership list, there aren't a lot of them whom I would categorize as easily led! Believe me, having been involved in several efforts to "herd cats" in the WETA organization, I can tell you from experience ... it ain't easy! The other big "if" is whether AETA can get organized and up and running, including a constitution and bylaws and a nonprofit incorporation status. All these things are in the works, AETA sources tell us.

Interesting that whoever will be the compromiser and be willing to forge and alliance for the betterment of the industry is likely to come out the winner in all of this -- if we can say there are ANY winners by the time it happens.

The way I see it today, the sector of the equine industry that attends these Eastern English trade shows is split four ways. 30 percent are behind Stanley Expos and Morey Stein. 30 percent are behind Hopper Expos and Kent Hopper. 30 percent are behind AETA and apparently their attempt to go it alone. 10 percent are cheering for Market Square and The Valley Forge Equestrian Show. Any move toward cooperation by any of the three big players will result in a majority of the interests of the industry.

It's going to take compromise of some sort to get this entire trade show discussion back on track. If there is no compromise, vendors and retailers will simply abandon ship on these trade shows and it will be the end of an era. Have some of the players gone too far down the road to ever be able to bury the hatchet and combine efforts? For all our sakes, lets hope not.

Stirring the Alphabet Soup Pot

You don't have to look far in the horse industry to run into a string of four-letter words. No, not those kind! I mean the ones that really aren't words, but they stand for things, mostly organizations. Take AQHA, for instance. American Quarter Horse Association.
Hardly anyone refers to it by its full name. There's also APHA (substitute "quarter" for "paint"). On the English side, you have the USEF - United States Equestrian Federation. The names of many of the discipline organizations are treated in the same way. Cutting and reining are all organized by groups with four-letters, usually all capital letters.
On the trade side of the equine industry, we have our own share of four-letter shortenings for organizations. Two of them are very similar and cause no end of confusion for people.
One is the Western-English Trade Association, or WETA. The association was formed by bringing the major retailer and manufacturer groups together some years back. WETA is designed to work for the benefit of everyone in the equine trade industry. It's a membership organization with a board of directors and is based in Denver.
That's probably where the confusion comes in because the other organization with a similar-sounding name is also based in Denver. It's called the Western-English Sales Association or WESA.
WESA is much older than WETA. It is primarily an organization of sales reps in our industry. Their claim to fame in the Denver Market, held two times each year. It is without a doubt the best managed trade show in our industry. Over the years, WESA has built its organization into a power to be reckoned with, and it has great respect across the industry and even out side the industry.
WESA also has a board of directors. While WETA welcomes nearly anyone with an interest in the equine industry, WESA is more narrow in focus. Both work for the good of the industry.
To stir the alphabet soup pot, we now have the American Equestrian Trade Association. It is, in some respects, a hybrid of WESA and WETA in that its membership is open to all but its major reason for being is to create a second powerful trade show organization. WETA has never expressed an interest in producing a trade show and it probably never will.
You can see why even long-timers in the equine trade industry get confused. When I speak to people about WETA, it's not uncommon for them to say, "Yeah, but their only interest is the Denver Market." Au contraire, Pierre!
WETA has very little to do with the Denver Market. That's run by WESA, but to say that their only interest is the Denver Market is far off the mark, as well, as they demonstrate repeatedly.
WETA is not WESA. AETA is not WETA. WESA is not AETA. Are you thoroughly confused yet?
Let's make it a bit more difficult. To fully understand the trade show discussions taking place you today, you need to know the players.
Stanley Expositions is owned and operated by Morey Stein, who inherited the business from his father, Stanley, a beloved figure in the equine trade industry. Stanley Expositions produces the Atlantic City Markets.
Hopper Expositions is owned and operated by Kent Hopper. Hopper formed his independent company six months or so back and to date has produced markets in Baltimore and Indianapolis. Another Hopper market will be held in Orlando this winter.
Another name that's fairly new to the mix is Market Square Inc., which is planning an English market in January at the Valley Forge Convention Center in (watch carefully now!) King of Prussia, Penn. For those of you old hands at this, you'll remember as King of Prussia being the original location of the Stanley markets. That's the reason the Atlantic City Market is often called KOP today, although it hasn't been held in that city for six years.
Confused? It gets better (or should I say worse?)
Another trade show is held twice each year in the Indianapolis area. It's produced by the Midwest Western Wear & Equipment Association and has been for many years in a variety of locations. That market is planned for mid-September at the Grand Wayne Convention Center in Ft. Wayne, Ind.
Okay, one more chapter in the trade show saga. For years, there had been a market in Atlanta. Its fortunes began to wane a while back and it eventually hit the skids. But there will be a trade show in Atlanta in September at the North Atlantic Trade Center, Norcross, Ga. - Roger Tully iand his company, Western & English Atlanta, are producing that trade show. Other than its location in the Atlanta area, Roger's company has nothing whatsoever to do with the previous ownership and management of the Atlanta Market, Atlanta International Western & English Market.
Other than that, nothing's changed!