The NRA show in Chicago. Is it worth it to be an exhibitor?

I have been going to the NRA for 7 of the past 10 years and I have noticed some changes relating to how the show works, the attendees that visit and the exhibitors of which I am one of.

Being from outside of the region as an objective observer and a company trying to do business, I think it's fair for the amount of time I've spent at the show to make some reasonable observations.

This is my perspective as an exhibitor for the past three years,

1) The media hypes the show as a big deal. But it is a big deal. 75,000 folks going through Chicago veins is a lot of cash and great for the city.

2) Chicago rolls out the red carpet. Wherever you go the hospitality is felt.

3) There are more than 2,000 exhibitors.

4) The show is a big deal and very costly for the exhibitors as well. The exhibitors foot the bill more than any other sector. Even an 8'x10' booth commands around $2600 plus, electric, tables, chairs, shipping, handling, etc.

There are 8 miles of aisles. Then take into account the hotels, travel, food, entertaining, staffing etc.

All in all, it's a very large sum however you slice it.

5) Attendees have been increasingly local. More and more folks have badges that are of local states. This is the most painful part for the exhibitor after all the financial and emotional expense of putting on their show. Where are the non-regional restaurateurs?

Resulting opinion: By and large the show pays off for the bulk of the exhibitors. The exhibitors are always weighing their bang for the buck. So far the majority is hanging on year after year. But this is a national show and national attendee representation is waning.

Why does everyone in the greater Chicago area know that the NRA, perhaps is not the National Rifle Association and everywhere else, often automatically, believes that it is?

Additional thoughts turn to a marketing message that is not being heard in the national arena.

For the show to continue to thrive in Chicago, the city of Chicago working with the NRA must find a way or the show might lose some luster as a national meeting place for the industry.

Management today, NRA show May 19-22, 2007

From my days in restaurant operations a few things held true. The General Manager was the "key" to the success of any store, and of great importance during busy shifts. It seemed the sixth sense was necessary to run a great store. It still is that way, but we have been seeing from a number of operators the "decentralization of talent."

Corporate offices want to to take away the drudgery and the artfulness. But is it possible? We think it is. We are seeing more and more operations who are working on a simplified system of narrow menu choices, big value to the customer and employee empowerment. Currently all indications are that this trend will continue.


Today's newsletter will be our last until after the NRA show. Exhibit space is sold out and it expects to be busy. See you there. We will be at booth #6365.

Fluidity-let's talk Chipotle

Chipotle, it's restaurant and their stock are on an upswing if you haven't noticed their recent per share price. By the way, I am not a stock holder nor an operative for the company.

Most public chains today are huge due to their massive display of growth in stores and foot traffic. Same store sales of chains can often show an increase congruent to their advertising, promotion and PR department(s) expenditures.

But something feels different at Chipotle. On the customer end, their is a feeling of fluidity from the moment you get in the door through your last bite before exiting. There is an overwhelming part that makes you feel as though you are part of the process, and within this process, you feel valued and important all while spending around $10 and not leaving hungry.

My opinion is that if you can emulate that, you will have a winner on your hands. If you haven't visited a Chipotle, try it- I bet you will feel the same way.