What happens in Vegas, unfortunately, happens everywhere else when it comes to customer service

It's High Time for Venues, Airports & Airlines to Recognize that they are in the Hospitality Business, because Trade Show Professionals and Participants are Voting with their Wallets – and what little chump change is left in them.

Maybe it was the English security guard at one Las Vegas venue who belligerently refused to let me and my entourage of exhibitors into one of their Ballrooms, even after management gave us permission to tour the facilities in preparation for our next show. Or maybe it was the lack of breakfast options in the Las Vegas airport. Or maybe still, it was the waitress in the airport sports bar who was gracious enough to warn us that the cold, pre-made sandwiches in their kitchen were not worth $9.95 per, leaving us with either Pizza Hut or Burger King, which did not offer the breakfast dishes we desired. But when the airline my company selected – after charging $20 for each extra bag checked, and having the temerity to offer me cafeteria-quality lunch at a fee – refused to let me in the bathroom for emergency nausea I was experiencing so that they could initiate cart service, I finally had enough.

Trade show professionals who travel frequently to cover events that their companies underwrite, are either finding themselves going out of their way to try to put money in service providers' pockets, or are treated like refugees by the same groups on fundamental customer needs, including respect. Before it's too late, it's high time for venues, airports & airlines to recognize that they are in the Hospitality business, because trade show professionals and participants are voting with their wallets – and what little chump change is left in them.

The most recent Trade Show Activity Indicator (TSAI™) suggests that, while business men and women are cutting back on their investments in industry events and related travel needs, they are still participating – perhaps more actively and in greater numbers – in face to face expos and conferences to promote their brands and develop more business. Thus, while they may be cutting back on the number of booths they are displaying or specific promotional costs, they will continue to invest in hotel room nights, airfare and client entertainment. But when they are met with prisoners' dilemma arrogance by representatives of venues, airlines and airport authorities, they will eventually make new business decisions that cut these groups out of the equation.

A few key areas that these groups can address before it's too late:

  • Airlines: Stop punishing business travelers who want to spend an extra day at a show or need to adjust flight schedules to accommodate changing business needs. To charge exorbitant transfer fees that are almost equal to the original airfare is predatory and unjustifiable. Southwest airlines not only does not charge transfer fees, but extends a credit if a traveler switches to a cheaper flight. And get rid of the meal plan if you now perceive it as a revenue center or loss leader versus what was once the cost of good customer business. Instead, offer your customers a free cookie like Midwest Airlines does. When you charge for cafeteria quality food, you embarrass both yourself and the business traveler. We understand that the cost of business is going up, and I guess I can eat $20 for checking another bag.
  • Airports: Same thing on the food. If you're not proud of it, don't serve it. Find foodservice vendors who provide quality food with knock your socks off service. Business travelers are willing to pay a higher price for these options. And speaking of options, have more than one breakfast/dining option.
  • Venues: If you are going to have the monopoly on overall service, then be sure to deliver. At our last show at another popular Las Vegas venue, one of our biggest corporate customers was very gracious to help us with a corporate video. All they wanted in return was some bottled water in our VIP Lounge that was ordered over an hour ago. Of course, it didn't arrive until after we left. If we as show organizers were allowed to provide our own bottled water service without an extortion-esque corkage fee, we would not have looked like amateurs in front of the customers we were trying to serve. Also, night time security in most trade show venues has become synonymous with highway robbery. Yes, our exhibitors are responsible for safeguarding their goods, but don't venue management teams have an equal obligation to screen, train and test their security staff on the fundamental purpose of their job? (By the way, it's security).

In the final analysis, it all comes down to customer recognition. If one of my customers is coughing his/her lungs out on a plane and none of the flight attendants bothers to offer a cup of water, that reflects on me as a show organizer, especially if my company promoted your airline. If an exhibitor who rents space (i.e. makes an investment) in your venue, and can't get their garbage emptied before the next day of the show opens, that reflects on us as the show organizers because we chose your venue. If one of our attendees gets upset because the Burger King at the Las Vegas airport doesn't offer breakfast and the line at the only breakfast place is too long, that reflects on us as show organizers, because the emotional cost of doing business at an airport is also an additional cost to doing business with our show.

The Cajuns have a word called Lagniappe (lan-yap), which means "something extra." It's an unexpected nice surprise like the extra donut in a baker's dozen. It's also a best practice for service providers who understand the small cost for increased foot traffic and optimal customer relations. For the three groups that are fundamental to the trade show experience, think about adding a little lagniappe to your customer service model. I think you will find more appreciative and supportive partners from our side of the equation.

- Don Browne, TSNN Newsletter Editor

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Event Organizers seeking more ideas on best practices for their events can access tsnn's enewsletter archive at http://www.tsnn.com/newsletter_archive.asp.

Do you have a story on a new and/or best practice that garnered successful results for your event? Whether it's sales and marketing, operations, customer service or any new idea that can benefit your peers in the industry, WE WANT TO KNOW! Send your ideas, stories or press releases to Don Browne, tsnn.com online editor, at dbrowne@tarsus-inc.com.

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