1. Unit 1. Introduction to Convention Business A convention, in the sense of a meeting, is a gathering of individuals who meet at an arranged place and time in order to discuss or engage in some common interest. Conventions are often planned and coordinated, often in exacting detail, by professional meeting and convention planners, either by staff of the convention's hosting company or by outside specialists. Most large cities will have a convention center dedicated to hosting such events. The term MICE - meetings Incentives Conventions and Exhibitions - is widely used in Asia as a description of the industry. The Convention ("C") is one of the most dynamic elements in the M.I.C.E. segment. The industry is generally regulated under the tourism sector. Meetings, Incentives, Conventions, and Exhibitions (MICE) business is an exciting and lucrative segment of the hospitality industry. Hospitality Industry is often referred to as the tourism industry, and a major source of revenue for the tourism industry comes from MICE industry. MICE is thus considered an economic windfall for the community, but also accelerates the growth of the travel and tourism trade. The hospitality industry encompasses the global industry of travel, attractions, lodging, and transportation as well as related components, such as food and entertainments, that meet the needs and wants of tourists.

2. 1. History of MICE 1) MICE in 1950 Meetings, incentives, conventions, and exhibitions have become an important source of income for travel industry. Over the past 50 years, MICE business has grown from comparative insignificance into a multi-billion-dollar-a-year industry. Today, it is estimated that the U.S. meetings business supported 1.7 million jobs and generated $263 billion in spending in 2009 (http://meetingsnet.com). Until the late 1950s, most meetings were regional. National meetings were rare because long-distance travel was impractical. A few airlines offered limited transcontinental services in the early 1950s, but most long distance travel was still by rail or by road. Business executives could rarely afford the time to travel to meetings on the other side of the country. The breakthrough for the meetings business came with advances in the transportation industry, and the advent of the jet age brought major changes. Jet planes made travel to meetings faster, more convenient, and, in many case, cheaper. With the extension of domestic jet routes, many destinations became accessible to national meetings. International meetings became possible with the introduction of daily flights to overseas destinations. In recent years, lower fares resulting from airline deregulation have acted as a further stimulus to growth of the meetings business.

3. 50 years ago, when people travel, trips were most likely taken by automobile, bus, or train. Although commercial aviation was well established, it was vastly different from the industry that we know today. Airfares were determined by the Civil Aeronautics Board (CAB) before the age of deregulation. The advent of deregulation signaled the age of competitive airfares and routes. Airlines were free to set their own price and price structure, and planners were able to bargain for reduced airfares for meeting and convention participants. The reduced fares promise the airlines more customers, and at the same time, the lower airfare opened the door for those who had previously been unable to afford the costs. No longer was the meeting industry restricted by geographic convenience. The industry was free to explore alternate sites and venues that were more appropriate to the objectives of the meetings. Business travel could be combined with pleasure and meeting professionals became increasingly important to the smooth coordination and organization of the diverse needs of the participant. In 1991, the meetings industry spent approximately $38.7 billion on conventions, meetings, and expositions. Ford Motor Company might, for example, hold a meeting in Chicago for mid-western Ford dealers, a meeting in New York for northeastern dealers, another meeting in Los Angeles for dealers in the West, and so on. When American Airlines introduced nonstop passenger jet service between New York and Los Angeles, coast-to-coast crossing time was cut to less than five hours.

4. 2) Deregulation The Airline Deregulation Act of 1978 led to an increase in the number of airlines. This, in turn, resulted in a multitude of new routes, schedules, and airfares - all of which were constantly changing. For flights from Detroit to Los Angeles, 100 price alternatives might be available- depending on airline, day, and various restrictions. As airlines scrambled for passengers, price wars broke out. A highly competitive climate developed, with offers of rebates and discounts. Deregulation, then, had an immediate effect on travel agencies. Prior to deregulation, routes and airfares followed an orderly, predictable pattern. Agents could practically memorize the information they needed. Following deregulation the system became confusing and difficult to handle. Lower airfares and negotiable commissions decreased revenue for travel agencies. Many agencies have been pressured into dealing in volume sale (selling larger quantities of product at reduced prices) to counteract low revenues. Most travel agents, however, believe that deregulation has made travel agents even more important. Customers are baffled by complex airfares and routes and need travel agents to help them through the maze. Suppliers, too, depend on travel agencies to sort things out for the customer.

5. 3) Competitive Marketing From the mid-1940s until the early 1980s, travel agencies-by agreement with the airlines- possessed the exclusive right to sell airline tickets. Nobody else, except the airlines themselves, could sell tickets. Then, in 1984, the Civil Aeronautics Board (CAB) abolished this exclusivity, stating that the practice stifled genuine competition. Referred to the competitive marketing decision, the CAB's ruling opened up new distribution channels. The new intermediaries may have features, such as convenience and low cost, that will appeal to suppliers and customers. To remain competitive, travel agencies must employ aggressive and innovative marketing skills. They must also provide services not available from the competition. Improvements in ground transportation services have also contributed to the expansion of the meetings market. State-of-the-art motor coaches transport delegates and business people to local meetings in luxury. Car rental fleets have been expanded to accommodate even the largest of meetings crowds. For the major rental companies, such as Avis and Hertz, meetings and conventions account for as much as 10 percent of their total business market. One final factor in the growth of the meetings market has been the increased use of automation in the travel industry. Computer reservation systems have made it possible to coordinate even meetings of 10,000 or more delegates. With the advancement of the technology of today, we are a media-oriented society, and as such we demand the sophistication associated with computers, video cameras with instant replay, state-of-the-art sound systems, E-mail, fax machines, and other forms of digital technology or social media. Today's meeting professional needs to be well versed in these areas. The changes that have occurred during the past quarter of a century have necessitated the use of professional planner.

6. MICE and Planners Historically, the meetings, conventions, and expositions industry has mirrored the changes in the overall hospitality industry. As the hospitality industry saw great increases in expenditures, meetings, conventions, and expositions experienced great growth as well. Not only has the volume of the meetings business grown; so, too, has the number of destinations with facilities to handle large meetings. Hub cities - those cities at the center of an air carrier's route structure - have presented themselves as ideal meeting sites. The 1970s and 1980s have been a boom period for the construction of convention centers in cities throughout the United States. Resort locations have also become increasingly attractive as sites for meetings. With many changes the hospitality industry has undergone in the past years, the importance of meetings, conventions, and expositions has become more recognized; the need to communicate with one another face to face has been the driving force behind the growth of this industry. Within the brief time span of 50 years, when there were far fewer professional associations and so few convention centers, conference centers, and convention hotels available, the meeting- planning industry has evolved to find many of them whose job is described as a professional meeting planner. Today, professional meeting planners have become essential to the successful planning and delivery of meetings and conventions no matter what their size, and many cities both in the United States and abroad are realizing the benefits, primarily economic, of hosting meetings and conventions.

7. In an effort to entice the increasing numbers of associations, corporate and incentive groups to their region, convention centers and hotels have undergone explosive growth. The changes that have occurred during the past half of a century have necessitated the use of professional planners. The complexity of today's meetings and convention industry, combined with the litigious nature of our society, requires today's planners to have traits needed: Knowledge, skill, experience, flexibility, communication expertise, and professionalism.

8. 3. Meetings 1) The Need for Meetings According to the American Heritage Dictionary, a meeting is "An assembly or gathering of people as for a business, social, or religious purpose," Meetings generally are designed to bring together people who have a common purpose or bond. Why has the number of meetings held every year grown so dramatically in recent decades? The simplest explanation is that technology has made the world we live in a much more complicated place than it was 50 years ago. As a result, there is a much greater need for communication in the business world; Companies must keep up-to-date with the latest technological advances if they are to remain competitive; Salespeople must be aware of new products coming onto the market; Technicians, scientists, and members of the medical profession need to learn about new discoveries and techniques in their respective fields on a regular basis; Employees must be trained to operate sophisticated new machinery. Face-to-face meetings have proved to be the most effective way of sharing information and knowledge. In addition, they present a valuable opportunity to exchange viewpoints, resolve problems, and discuss matters of mutual concern.

9. 2) Kinds of Meetings We have used the general term meetings to refer to all types of gatherings, but more typical kinds of meetings that require special traits and a knowledge of meeting planning can be subdivided with respective terms; corporate meetings which can be anything from a board meeting or shareholders meeting to a brainstorming session; employee training seminars; and incentive meetings, sponsored by many corporations to award and motivate productive employees. Then there are the mega- meetings: meetings that are held for thousands of attendees, that are generally referred to as conventions. Meeting as a generic term is applicable to an assembly of people for any purpose, but it usually connotes a small, private business affair. The term "conclave" is sometimes used to describe a secret or very private meeting. When the purpose is training, a "seminar," "clinic," or "workshop" might be held, all of which are focused on education. When people want to get away from their normal environments to hold a special meeting, they might go on a "retreat".

10. "Conferences" are assemblies for the purpose of conferring and discussion, and should be small enough to facilitate interaction, whereas "conventions" are generally large assemblies of people from associations, political parties, clubs or religious groups. Often convention delegates must go through a screening process. Academics often attend a "symposium" or "forum" at which speakers present papers for discussion. In Europe the term "congress" is generally used instead of convention, although it typically connotes and international meeting. There are, however, several different classifications used in the meetings field. The classifications of meetings given in the following depend on the number of participants, the kinds of discussions and presentations involved, the amount of audience participation, and whether the meeting is formal or informal.

11. ① One type of meeting is called a convention. Conventions typically involve a general session held in a large auditorium, followed by committee meetings in small breakout rooms. (The term breakout is used when a large group "breaks out" into several smaller groups.) Most conventions are often held regularly (usually annually) and meet for a minimum of three days. Trade and technical conventions are often held in conjunction with exhibitions. Attendance varies from 100 participants to 30,000 or more. ② Conferences are similar to conventions, but they usually deal with specific problems or developments rather than with matters of a general nature. The American Medical Associations, for example, might call a conference to discuss a breakthrough in the treatment of a particular disease. Conferences involve much member participation. Attendance varies, though it is rarely as high as at conventions. Congresses are similar to conferences. The term is commonly used in Europe to describe international gatherings. ③ A forum involves back-and-forth discussion on a particular issue. It is usually led by panelists or presenters. Audience participation is expected and encouraged. A symposium is similar to a forum, though it tends to be more formal and involves less audience participation. Lectures are even more formal. An individual expert addresses the audience from a platform. The presentation is sometimes followed by a question- and-answer period. Attendance at forums, symposiums, and lectures varies greatly. ④ Seminars are informal meetings involving face-to-face discussion. Participants share their knowledge and experiences in a particular field under the supervision of a discussion leader.

12. Workshops are small group sessions (usually a maximum of 35 participants) held for a period of intense study or training. The emphasis is on exchanging ideas and demonstrating skills and techniques. Clinics offer drills and instruction in specific skills for small groups. Many people attend clinics when they want to learn a sport, such as golf, or tennis. Both clinics and workshops can last for several days. ⑤ The panel format calls for two or more speakers and a moderator. Panelists present their viewpoints on a particular subject. The meeting is then open for discussion among the speakers and with the audience. ⑥ Exhibitions are used for the display of goods and services by vendors. They are staged as part of a convention or conference. The term exposition is used in Europe to describe this same kind of presentation. ⑦ Trade shows (or trade fairs) feature freestanding vendor displays. Unlike exhibitions, they are not held as part of a convention. Trade shows are typically the largest type of meeting. Attendance at a major show lasting several days can top 500,000. ⑧ Virtual conferencing is a way of holding a meeting from several different locations simultaneously. Participants use advanced communications technology that enables them to see and hear participants at other locations. Teleconferencing is a way of bringing people together without the time and expense of long distance travel. Several hotel chains, convention centers, and conference centers have introduced teleconferencing facilities in response to the growing demand for this means of communication.

13. 3) Functions of Meetings Meetings serve a valuable function within corporations and associations. The following list delineates just a few of the functions of meetings (Woods and Berger, 1988, pp101-102): - Generate a spirit of unity and cooperation that contributes to the formulation of a collective identity; - Enhance communication by creating a pool of shared knowledge; - Provide a forum for the generation of new ideas; - Afford management and opportunity to define and promote the collective aim of the organization; - Obtain increased commitment to decisions by involving more individuals in the decision-making process; and - Provide a setting in which company leaders can act like leaders on a very visible level.

14. 4. Incentives Incentive travel programs have become an important segment of the corporate travel market. The terminology of incentive travel is used either only to describe incentive trips that are strictly for pleasure, or those trips that combine business and pleasure. It is, however, universally accepted that incentive travel is used as a motivational reward for top company producers and achievers. James E. Jones, former president of MPI (Meeting Professionals International), defines incentive travel as the application of travel as a motivational award for the accomplishment of a business objective. The objective is most commonly a sales target. A company sets a specific quota for its sales staff. Those salespersons who meet the quota qualify for the trip, and the company covers the cost of all the trips awarded. Companies not only run incentive travel programs to achieve sales goals, but also to improve morale and to reduce employee turnover. Whatever the reasons for incentive travel programs, all involve travel as a motivational tool. Incentive travel has proved effective in most business environments. It is anticipated that this will be the prime growth area in the future. Salespeople, dealers, and distributors are the most popular targets for incentive programs. In recent years, travel has also been used to motivate other types of employees, such as engineers, production personnel, and management. It has been used particularly extensively by insurance companies and by automotive, appliance, and television manufactures.

15. 1) Kinds of Incentive Travel Programs Incentive travel programs can be categorized as either pure incentives or sales incentives. Pure incentives, as the name implies, are strictly for pleasure. No business meetings or sales calls are scheduled during the vacation. Having reached the required performance objective, the employee is rewarded with the prize of a luxury vacation for a job well done. Destination is the key motivator. Workers are more likely to increase production if the reward is a trip to a glamorous location. It might be a big city, a foreign capital, a resort, a natural attraction, or any exotic destination. London, Paris, Hawaii, Las Vegas, and Hong Kong are all popular. Pure incentives represent about one-third of incentive travel programs. Sales incentives are combination of vacation and business trips that usually include mandatory meetings. As such, the incentive trip is used as a vehicle for meetings. The amount of time spent on business- related activities varies, depending on the objectives of the sponsoring company. There may be a single visit to a company factory or a series of meetings in which participants are introduced to new product lines, shown new sales techniques, and so on. In general, more time is allotted to pleasure than to business. An attractive destination is still the most important factor, but the availability of suitable meeting facilities must also be considered. Sales incentives represent two- thirds of incentive travel programs. Regardless of whether the trip is a pure incentive or a sales incentive, it is always of the highest quality. Winners expect a higher class of service than do most other travel clients - accommodations are deluxe and all-inclusive. Employees are often accompanied by their spouses, whose vacation expenses are also paid for by the company. Incentive travel programs typically last about five days and rarely longer than a week. Weekend incentive trips are growing in popularity. Almost all programs involve group rather than individual trips.

16. 2) Incentive Travel Planners Large corporations and businesses that sponsor incentive travel programs sometimes have their own in-house incentive planners. These company employees rarely spend all of their time on incentive travel. They can also be involved in meeting planning, trade show, public relations, and advertising. Incentive travel planning is often the responsibility of the corporate meeting planner. There are a small number of incentive travel companies (about 100 in the United States) that do nothing but arrange incentive travel programs. Not all companies can afford to use the larger incentive Large, full-service incentive houses include E.F. MacDonald, Maritz Travel, and T.V. Travel. They negotiate with suppliers and create an attractive package in much the same way that a tour operator does. Incentive companies are usually both wholesaler and retailer. Incentive planning typically involves more promotion than does meeting planning. Professional planners are not just involved with the travel aspect of the incentive program, but also with setting the objectives of the program. organizations. They may turn instead to a travel agency that specializes in incentive travel. Almost 50 percent of all incentive trips are arranged by travel agencies. Incentive travel planning is similar to group travel planning though it typically involves more work and the agency is involved in the marketing of the incentive program. Like incentive travel companies, travel agencies may also work with the sponsoring company to set objectives of the program and seminars throughout the year.

17. 5. Conventions Meetings, conventions, and exhibitions generate a tremendous amount of revenue within the hospitality industry. The Association of Convention and Visitor Bureaus (ACVB) reported that expenditures by convention attendees increased from $464.16 per person in 1985 to $526.92 in 1986 (Hildreth, 1990). According to 1991 Successful Meetings’ Industry Study conducted by McNabb/DeSoto & Company, the average number of meetings per year that required hotel accommodations was 9.3 for both association and corporate planners. Conventions/expositions were the largest type of meeting booked, with an average of 804 attendees generating an average of 396 hotel room-nights used for the convention/exposition (Montgomery and Strick, 1995). A meeting is a conference, workshop, seminar, or other event designed to bring people together with the purpose of exchanging information. An exhibition is an event designed to bring together purveyors of products, equipment, and services in an environment in which they can demonstrate their products and services to a group of attendees at a convention or trade show (Rutherford 1990). When meetings are combined with exhibitions, the event is called a convention (Meetings, Convention, and Expositions).

18. Planning a Convention Conventions are usually held at convention centers, but sometimes in hotels and even on cruise ships. Often there is an exhibition space involved. Usually there is a keynote address as well as presentations from a variety of other speakers. But most people love the aspect of the travel and entertainment associated with a convention. Conventions are often located in tourist cities, and some people enjoy attending only a few sessions and then enjoying the local sports and recreation attractions. Careful planning is crucial to the success of a convention. Whether you and your group do the planning and execute the processes, or whether you hire a planning firm to perform those services, there are many details to consider. Planning for a convention should, at a minimum, include the following: Advertising and direct-mail promotional brochures Travel arrangements Hotel rooms for attendees Auto rentals and shuttle service from airports Flowers, banners, and signs Gift baskets in hotel rooms Registration services and greeters (and online registration) Programs and entertainment for spouses of convention attendees Meals and beverages Recreational activities Most people plan a convention at least one year in advance. This will also enable you to save money on hotel, transportation, and meal reservations. (By Kathleen Goolsby)

19. 6. Exhibitions The number of exhibitions held every year has increased with the growth of the meetings business as a whole. They differ from trade shows in that they are tied to a convention. They are used more frequently in the association market, particularly by trade, technical, scientific, a professional association. Exhibits are important for associations both as a way to attract attendance and as a revenue producer. By allowing exhibitors to promote their wares within the convention, associations make money to offset the expense of staging the meeting. Exhibitors can either pay a one-time fee or be charged by the square foot. Vendor displays and booths vary from simple to elaborate, though they are rarely as elaborate as at trade shows. A vendor will sometimes sponsor a "hospitality suite," offering free food and beverages to delegates. Exhibitors may also agree to sponsor coffee breaks and meals during the course of the convention in exchange for recognition and, possibly, the right to display their product in the coffee areas. Attendance at the exhibition necessarily depends on the number of people attending the convention. Exhibitions are not open to the general public. The duration of the exhibition is also tied to the length of the meeting though most are at least three days long. The international Exhibitors Association (IEA) is the major organization within the exhibitions field.

20. 1) Terminology Fair As Abrahams (1987) argued, the term "festival" is not exactly synonym of fair, but fairs and festivals are like mirror images. In the modern, urban society they have become almost synonymous because the old ways of production, as celebrated in fairs, have faded. The most traditional fairs in North America are the numerous county and state fairs held annually on the same site, most of which continue to reflect rural and agricultural themes. Some are called exhibitions, reflecting their educational orientation. Most fairs are operated by independent boards or agricultural societies, though many have close links with the host municipality. Typical elements of agricultural fairs and exhibitions include agricultural demonstrations and contests sales and trade shows, amusements of all kinds, eating and drinking, parades, and a variety of entertainment. This type of fair is often called a show in the United Kingdom, Australia, and New Zealand. Exposition World's fair has a very specific meaning, derived from an international agreement in 1928 and regulated by the Bureau International des Expositions (BIE) in Paris. BIE sets the policies for bidding on and holding world's fairs, which are often called Expos. The term exposition (or expo) is also applied to trade and consumer shows. The International Association for Exposition Management (IAEM 1994) explains that expositions are marketing events, and generally fall into two types. "Trade Shows" are targeted to industries or specific occupations, and are often held at the annual conventions of associations. The public might get access to trade shows, and some incorporate educational components, but mostly they are for exhibits and sales. "Consumer Shows," in contrast, are held for the general public and can cover virtually any topic from traditional automobile shows to alternative lifestyles. The Trade Show Bureau is an organization that conducts research into the trade show industry and disseminates information to those involved in trade show planning. The best source on expos is the Trade Show Bureau (TSB), which has an exposition industry resource center. Trade show A trade show produced by a professional association or society (medical, scientific, or special interest), will have as its main objective assisting its members and the industry at large in learning about advances in the field, or public relations, depending on the association or government relations. A professional trade show produced for this type of audience would feature merchandise geared to the group's specific interests - for example, operating room equipment and accessories for nurses and surgeons. Their minimal purpose has always been educational, with particular attention paid to technological progress, but some authors have described them as glorified trade fairs (Benedict, 1983) and political tools. (Hall, 1988)

21. 2) Exhibitions and Trade shows Trade shows and exhibitions are another important segment of the meeting market. A trade show (or trade fair) is an event with free-standing vendor display which is not connected to a convention. An exhibition, on the other hand, is always staged as part of a convention. Until fairly recently, trade shows were used solely to advertise a product. Nothing was sold at the show. Since the 1950s, however, they have been used to market and sell products. Today, a significant percentage of purchases in industry, trades, and professions are prompted by visits to trade shows. Vendors rent display areas called booths to display a wide variety of products - from computer hardware to boats - and often demonstrate their products to potential buyers. Some trade shows, such as auto shows and home & garden shows, are open to the general public. Many more are by invitation only. Trade shows can be categorized as either international or domestic.

22. International Trade shows Modern international trade shows came into being after World War II, when efforts were made to rebuild Europe. West Germany has reminded the leading host country for international trade shows ever since then. International trade shows provide the ideal means for companies to test overseas markets. Representatives have the opportunity to meet potential buyers and distributors from all over the world. Buyers come to the seller in one central location, so there is no need to spend time and money on individual sales calls. Even allowing for transportation costs, international trade shows have proved to be the most cost-effective way to enter world markets. International trade shows differ from trade shows in the United States in several ways. First and foremost, they are more heavily sales-oriented. People go to trade shows to do business, not to attend meetings. Attendance is considerably larger at international shows. Individual exhibits are more elaborate than at United States trade shows. A company can have as many as 1,000 employees working a single exhibit. Major exhibitors' booths (or stands as they are called in Europe) include several meetings rooms as well as display space. One final difference is the international flavor of overseas shows. Interpreters are on hand to assist visitors from all over the world. Domestic Trade Shows. Trade shows in the United States grew up as an extension of conferences that featured in trade booths. There is more emphasis on attending meetings than in international trade shows, and domestic shows are not as sales-oriented. They are also less formal and are attended by smaller numbers of participants. Even so, domestic trade shows can be an important source of business of hotels in the host city. The largest shows are held in the giant convention centers- such as the Javits Center in New York, McCormick Place in Chicago, and Las Vegas Convention Center. A number of convenient hotels have exhibit space for smaller trade shows. Trade shows generate more than $1 billion in expenditures in North America. There are shows for every conceivable trade, industry, and profession. The Henry Davis Trade Show and the D. Holland Trade Show are examples of shows for the travel industry. The United States government often helps American companies exhibit their products in overseas trade fairs through the offices of the Department of Agriculture. Financial assistance is available for small and medium-sized businesses that hope to penetrate overseas markets. The government also encourages foreign visitors to attend trade shows in the United States.

23. 3) Exhibition or Show manager An exhibition or show manager may work directly for the sponsoring organization or for a corporation whose sole purpose is to manage trade shows. The show manager is responsible for all aspects of the trade show. Once the site has been selected, exhibition managers are responsible for recruiting exhibitors and attracting attendees. To successfully do this, they must have developed a profile of prospective and /or past attendees. Once a profile has been developed, the show manager will use this information to develop an exhibitor prospectus to send to potential exhibitors. This prospectus outlines all important information required by a prospective exhibitor to make an educated decision about whether or not to exhibit at the trade show. This information includes, but is not limited to, times and dates of the show, move-in and move-out information, cost of booths, payment schedules, details about the sponsoring organization, procedures for assigning booths, housing information, and the rules and regulations for the show. The exhibitor prospectus plays a major role in the marketing of a trade show. Without it, a show manager has very little opportunity to see the show. Therefore, it is very important that a show manager keep accurate records of attendance figures as well as implementing post-event evaluations to ascertain the success of the event from both the exhibitor's and the attendee's point of view. The exhibition manager is also responsible for attracting qualified attendees. This is done through advertising and marketing promotions and by providing exhibitors with free tickets that they may distribute to their clients. A trade show may also run educational seminars and meetings concurrently to attract the targeted market. The trade show manager must also develop an application form and contract that provides for an agreement between the exhibitor and the organization sponsoring the trade show. Although the contract is between the exhibitor and the sponsoring organization, the manger acts as liaison between the two and is responsible for maintaining an open line of communication throughout the planning and implementing stages of a trade show. The exhibition or show manager is ultimately responsible for all activities during the trade show or exhibition. From move-in to move-out, the show manager must be on hand to lend assistance as well as to settle disputes between exhibitors and contractors. Finally, the show manager's job is done when the evaluations of the trade show or exposition have been tallied. A report is then filed with the association or organization sponsoring the event and plans begin for future shows.