NATPE Turns to a Fresh Face
Lisa Plummer -- Tradeshow Week, 2/1/2008 2:43:00 PM
Despite lagging attendance, the loss of its longtime show manager and industry rumors it’s on its last leg, the Natl. Assn. of Television Program Executives isn’t giving up on NATPE. Instead, the association has hired a new show manager whose charge is to turn things around.
Replacing 24-year NATPE show director Nick Orfanopoulos, who resigned last September and now heads Intl. CES’ content section, is 30-year-old Wayneston Harbeson. As convention services manager at Mandalay Bay Resort & Casino for four years, and catering conference manager at the Sands Expo & Convention Center /Venetian Resort Hotel Casino for four years before that, Harbeson has handled more than 100 tradeshows. He’s worked with NATPE for the past two years.
“It’s a fun conference. It’s creative … I know the exhibitors, and they’re great. It suits me,” Harbeson said.
Despite the fact Harbeson had never managed a show before, NATPE President and CEO Rick Feldman believed he was the right fit.
“He wasn’t just the right guy; he was the only guy for the job,” said Feldman. “There was no one else who had the knowledge of the hotel and Las Vegas, as well as the knowledge of our clients and staff. We’re very happy to have him.”
Harbeson has his work cut out for him.
At its peak in 2001, NATPE attracted 20,000 attendees to visit 870 exhibiting companies spanning 451,000 net square feet of space. Attendance at this year’s show, held Jan. 26-31 at Mandalay Bay Resort & Casino, is estimated to be around 7,000, with 400 exhibitors covering 77,000 net sq. ft.
Harbeson said the Writers Guild of America strike and the flagging economy were having an impact on the industry. He denied that competition, such as Content CES, was a threat to NATPE.
“At CES, there’s a lot to do and see, but I don’t think (industry members will) get the appointments they need,” Harbeson said. “This is the one and only true place for content.”
On the showfloor something was missing, however. Big players such as Fox, Disney, MTV and ABC have abandoned their large, costly booths in favor of hotel suites at the adjacent THEhotel, preferring to entertain clients in a more intimate environment.
Exhibitor Frederick Werkmeister, director of international sales and marketing at Storer TV, said he believes it’s the cost-effective choice.
“Companies may feel their money is best spent on a private suite instead of a booth,” he said. “You may see a smaller presence on the floor, but you see more suites at THEhotel.”
New buyers and distributors, as well as a strong international presence, were apparent at this year’s NATPE. Many told TSW they thought the show was a great resource, didn’t see lagging attendance as a problem and said they would return next year.
Still, feelings about the show’s future were mixed. Some NATPE veterans said the show was losing relevance, while others were hopeful it would pick up. All saw room for improvement.
“We’d like to see (NATPE) be more proactive in (generating) a greater audience and marketing to get more participation,” said Mahnaz Landers, senior manager of television distribution at 20th Century Fox.
Through it all, Harbeson remains positive, believing he has the passion and ideas to bring back the enthusiasm of years past, improve the structure of the tradeshow floor, and make it hip and current. He believes focusing on content for new forms of media, such as online, mobile and digital, is key.
“I want to come in and make it great,” Harbeson said. “This business is fun, and the show should reflect that.”
NATPE is signed on at Mandalay Bay until 2009, with the next show scheduled Jan. 26-30, 2009.
