Proving mergers and acquisitions (M&A) still rule the corporate world, two trade shows that came from the breakup of one large event are coming back together.
The Telecommunications Industry Association and the United States Telecom Association—co-producers of SUPERCOMM for its entire 18-year history, which ended in 2005—will produce an event called NXTcomm in June 2007 after going separate ways this year to put up, respectively, GLOBALCOMM and TelecomNEXT.
They will rejoin because of complaints from the shows' exhibitor and attendee bases about the hardships of allocating time and money to both events. The split was particularly bothersome because the telecommunications industry was experiencing high levels of M&A activity, say show organizers.
"Both sides were arguing that the industry was going through a lot of convergence, and [they started] asking us, 'Wouldn't the industry be behooved by having one show?' " says Matt Flanagan, TIA president.
Striking out individually was a lapse in judgment both by TIA and USTA, say trade show organizers and analysts, and some wonder if the reconnection comes too late.
"Both associations didn't do their homework, or if they thought they did, they didn't do it properly," says Peter W. Nathan, president of PWN Exhibicon International, in Westport, CT. "They probably discussed their ideas internally, with their boards, and with members who believed their association was dominant in the industry. To have really discovered what the industry thought, they should have hired a research firm."
Adds Jason Chudnofsky, CEO of Pulver.com Events in Canton, MA, "This is like what happens after you get divorced but then get back together. Can you rekindle the relationship you once had? You're older and you're different. Sometimes, there's a second and third divorce."
But TIA and USTA have a plan that other industry watchers deem wise: The two organizations have formed an independent, limited liability company, in which they both have equal stakes and representation.
"It looks like a good and fair balance for both associations, with the internal responsibilities being realigned, while externally they are a united front," says Luellen Hoffman, director of the National Defense Industrial Association, in Arlington, VA.
Adds Lawrence Dvorchik, vice president and general manager of JD Events, in Scotch Plains, NJ, "It seems like they are actively working for their constituency by providing the best resources."
NXTcomm will be in Chicago this coming year, and show officials are negotiating with Las Vegas for 2008. TelecomNEXT 2007 was slated to take place in Vegas and, if necessary, USTA will pay attrition on the canceled show.