NAB Show Sets New Agenda for 2021
December 2, 2020
In a sign of the times, NAB Show is springing forward with a back-loaded plan for 2021.
Traditionally a springtime event in Las Vegas, the National Association of Broadcasters’ largest gathering will be held Oct. 9-13, 2021, at the renovated and upgraded Las Vegas Convention Center. The event was originally scheduled for April 11-14, a period that falls into a window of “growing concern and uncertainty,” said NAB President and CEO Gordon Smith in a statement announcing the move.
The show’s move is not surprising, and could signify one of many trade shows to rearrange their schedules to buy time for COVID-19 vaccinations to be distributed. It is also hoped that by mid- to late-2021, attendee confidence in traveling will gravitate toward previous high levels.
Smith added that NAB carefully selected its new dates to avoid conflicts with related shows, allowing vendors and buyers to make up for as many lost in-person connections as possible.
While NAB 2020 went virtual, the organization did not want to repeat history. The delay lays the groundwork for a return to in-person gatherings considered more beneficial to the broadcasting industry.
“October is looking like it is well-timed,” said NAB Executive Vice President of Conventions and Business Operations Chris Brown. “We are also confident that we can deliver the right audience—those in decision-making roles who will need to plug into major industry events more than ever.”
According to show officials, NAB 2021 will be larger in scope than past years, a byproduct of multiple events consolidating around the mid-October dates. The 2021 Radio Show and NAB’s Sales and Management Television Exchange will be part of the fall festivities.
Meanwhile, the Audio Engineering Society announced its fall convention will collocate with NAB 2021 Oct. 11-13 at Westgate Hotel, adjacent to the convention center. Average attendance at AES shows numbers at 15,000 attendees and more than 300 exhibitors. Combined with NAB’s average of more than 90,000 attendees, the 2021 show could prove to be one of the largest in-person gatherings since the pandemic took hold.
AES and NAB New York collocated between 2017 and 2019, when the events simultaneously occurred at Jacob K. Javits Convention Center.
Combining forces will best for all involved, both parties agree.
“We all miss the engagement and excitement of the in-person AES Show and look forward to once again interacting at the convention with professional audio manufacturers and our colleagues,” said AES Executive Director Colleen Harper.
Added Brown: “Together with AES, we will provide unparalleled access to critical information, inspiration and solutions for audio engineers and content creators. We are excited to be building the most significant, in-person media and entertainment event of 2021.”
Some lingering effects of COVID-19 may remain. For instance, event staff will work closely with the Las Vegas Convention & Visitors Authority and convention center crew to enforce the CDC's recommended safety measures at that time.
The pandemic has also sped up the organization’s efforts to connect with attendees digitally year-round, notes Brown. Confidence is high the show will go on as close to normal as possible, but virtual elements could remain—possibly for years to come.
“We see live and digital events as great compliments to one another, and we are absolutely planning to create a hybrid experience for the major in-person events we produce,” said Brown.
Nevertheless, excitement to return in-person is evident. “While digital events offer greater flexibility and content that lives beyond the event itself, there is no substitute for in-person trade shows,” Brown added.
While NAB 2021 falls into place, the organization is evaluating where to slot its annual New York show, usually held in October. Also looming is NAB 2022. Brown isn’t ruling out a return to spring despite the short window that would exist between events.
“We know the industry is itching to return to a normal schedule and make up for lost time,” he said. “The pace of change directly affecting the media sector has not slowed down during the pandemic. If anything, it has increased, creating a need for the industry to connect more frequently.”
Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors.
TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders.
Lisa Messina, Chief Sales Officer, LVCVA
With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role?
Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”
These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.
Allegiant Stadium
As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward?
Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees.
What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events?
We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.
Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city.
Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.
What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization?
We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.
What are your favorite ways to recharge?
My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.
Valley of Fire
What advice would you give to women following leadership paths in destination marketing?
I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.
This interview has been edited and condensed.
This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.
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