Or, What US HiFi Shows Can Learn From Munich
I guess I’m just a “Glass Half-Empty” kinda guy.
I’m flying home from the Munich HiFi Show—choice seat, double Scotch in one hand, hunk of Swiss chocolate in the other—and instead of reminiscing about one of the best events I’ve ever attended, all I can do is ponder why our Consumer Electronics Show (CES) is so terrible.
The last few CESs felt like a wake. Exhibitors complaining about high expenses and low attendance, dealers griping about crowded elevators and pricey accommodations. Everyone commiserating about how much they missed Alexis Park and confiding that they were ready to stop attending, that they missed Alexis Park and that CES “…just didn’t make sense anymore.” Prior to Munich, I figured that all shows were like CES, that our industry might actually be winding down, that shows had to be expensive, difficult and of questionable value…not so!
I reject the argument that CES is foundering because the US Market is tougher than Europe. While it’s true that Europe has more of a music and HiFi culture, it’s equally true that Americans are still the world’s most ravenous consumers, with a growing upper class looking to purchase the most expensive cars, watches, wines and, of course, audio equipment. The fact is, America needs a HiFi trade show but, after spending time in Munich, it is obvious that CES is Broken.
Here’s what makes Munich so much better than CES:
-Munich HiFi is well publicized: there was signage in subways, coverage in newspapers, advertisements and widespread publicity in other cities and even other countries.
-The venue was spectacular: light, bright, and open, easy to navigate and horizontally laid-out, so that crowded elevators are a non-issue. Vast hallways and atriums, spacious cafeterias with great food and coffee—even cappuccino!—made the show relaxing and energizing. Setup and teardown were a breeze!
-“Trade-Only” days as well as consumer days mean that exhibitors essentially get two shows for the price of one. (To be fair, they tried this towards the end of Summer CES.)
-Equipment is beautifully displayed and appealing; exhibitors are articulate, upbeat and professional.
–Attendees—both industry insiders and consumers—are given a great experience.
So, if Munich can do it, why not CES? I believe the problem lies in the fact that HiFi has “disconnected” from the rest of consumer electronics. Computers and car stereos have become commoditized, televisions and video games have only the most marginal connection to what we do; as a result, we really don’t fit under the mantle of “Consumer Electronics” anymore. The CEA is focused—as they should be—upon the needs of its largest sponsors while HiFi has become a “Red-headed stepchild” at best, a bastard at worst.
If HiFi has disconnected from Consumer Electronics, we should also disconnect from the CEA. We’ve had other groups (T.H.E. Show, for example) try to host trade shows but they’ve been parasitic: competing with the CEA and even, during the Alexis Park years, putting on shows right next door but, failing to attract many big-name companies, they’ve never mounted a serious challenge to CES’ primacy. What’s needed is a “Clean Break” with CES wherein we hire an organizer to plan and publicize and event. This will cost us less than CES, make HiFi the sole focus rather than a sideshow and enable us to tailor a show to the unique needs of our Cottage Industry. While we’re at it, there’s no reason this show needs to be in Vegas, nor does it need to be in January, when our industry is entering its busiest season. How about Chicago in May, like Summer CES used to be? That event gave dealers a chance to make merchandising decisions for the selling season and, without the rest of CES clamoring for airplane seats and hotel rooms, the venue would be vastly more conducive to doing business.
Like it or not, we still need a domestic trade show. If we look at the way Munich operates, we see a blueprint for the future of American HiFi Shows. Could we convince the folks who operate the Munich show to host ours? This might be one time where a German invasion is A Good Thing!
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