Matisse Sheena’s Weekly Rant-What’s up with WSA
by Matisse Sheena
As I read through Sheena’s rant this week, I contemplated how I would approach this subject matter. As anyone who has met me has heard me say many times, this site is to spot light positive, motivating yet realistic subject matters. Sheena said she would understand if I made the decision not to post this, but this is just really how she feels. The deciding factor to post her “rant” was due to the conversations I overheard and had as I walked the FFANY show yesterday afternoon. I heard a lot of the same types of stories and especially considering, that to add insult to injury, WSA recently announced that they will be holding their show at the exact same time as FFANY from here on out. Some smaller brands expressed that they truly rely on both shows and while they did not necessarily love the red eye flight from Vegas to NYC, they were willing to do it. Exhibitors, large and small are already going into planning mode to figure out how they can get the most bang for their buck and I will tell you that I heard a lot of talk about showing at MAGIC instead.
I am not sure why ENK made the decision to change the dates, but from my point of view I don’t understand it. I always say there is enough to go around and when you force someone to make a decision they generally don’t choose the one you would hope. It’s like giving a potential boyfriend and ultimatum to date you exclusively or you will leave……what normally happens??? They run like hell!! I truly hope that my decision to post this article does not offend the folks at ENK, but rather opens their eyes a bit to how they made some of their exhibitors feel this last show. It is not good for any of us in this economy to not support each other. FFANY is a non-profit organization in which the decisions that are made regarding timing of shows etc. are by their board members who are top ranking executive in the footwear industry. They also support our industry through scholarship programs and charitable organizations within the industry. I truly believe that ENK should consider reaching out to their exhibitors as welll as FFANY to figure out what will work best for EVERYONE. That being said: The disclaimer reads: “Sheena’s Weekly Rant is meant for entertainment purposes only and does not necessarily reflect the opinion of all Shoebizness contributors. Here on Shoebizness we like to highlight all different perspectives…. -Julia
What’s up with WSA??
So WSA is over and done and I won the coin toss so I was happily left to my own devices in LA instead of working another FFANY show. As I do my usual follow up, re-cap and my last look over our GES bill, I can’t help but wonder what exactly has gotten into WSA? Was it just me or were they exceptionally strict this time around? Don’t get me wrong, we had a great show and are glad we attended, but the intensity of the staff was a little obnoxious. Without criminalizing myself and to avoid being hunted by the shoe show Gestapo, I will try and be as neutral as possible.
I really feel as if the exhibitors must become one united front in order to gain the best show options for us and not the trade show companies themselves. It appears there is a war, not between “us “and “them”, but between two of the largest trade shows in the shoe industry. This show was not unlike the rest, with the exception of the “everyone under one roof” slogan that we all heard throughout. As soon as I heard that it irritated me. Come on WSA, call it like it is, not enough exhibitors to have massive Vegas show anymore. We can handle it, just keep it real, and keep your street cred. Why do they not feel they should face the reality of the economy? It’s not a reflection of them necessarily, but if they continue with the denial that will change quickly.
Since WSA and FFANY’s show dates collided this month, it was bound to turn into all out war. Not only was WSA handing out $500 penalties for exhibitors who packed up early, they were refusing to let us onto the show floor with our luggage. No one could head off to NYC early and that was apparent. It turned into quite the problem for our crew as we had to 007 our way into the Central Hall so we could have suitcases ready for the few of us that had early flights. I went as far as walking my ass up to the show management office to try and reason with the drill sergeants of WSA. I only received head shakes and “I’m sorry, wish I could help”. Not only were we not, by any means, trying to shut down shop early, we simply had to have a few reps pack some of their samples to take to FFANY. We have double sets of each season/line in our booth, just so I’m clear. I felt totally belittled by all of this, we are the ones shelling out tons of money to exhibit, and we have to abide by ridiculous rules as well. All in the name of WSA trying to best FFANY? Must us lowly exhibitors be dragged into your political war with another shoe show?
The answer in no. These bullies’ will bully us no more. As much as I would like to exact my revenge, I know there is no need. For WSA sent an email out yesterday giving a heads up that our future and indefinite show site will be the Sand s Expo. I can only laugh as they try and give me the “everyone under one roof” routine again. For, my predictions have came true, we are moving to the small show site known as the Sands. Wonder how they will spin this? Maybe Chris Angel will show up help out next show. A little smoke and mirrors wont hurt us right?
On that note, I have entered the witness protection program, for security reasons.
Ha ha ha ha ha…that was my quiet evil laugh.
-Sheena Parks
More about: Trade Shows • Matisse Sheena
steve johnson :
it became obvious to me 2 years ago that WSA was no longer buyer-centric; let alone exhibitor-centric. in fact, i really do not know what their “best practices” had become. and, our brand was a faithful participant…note: “was”. back in the day, vegas was an inexpensive place to travel, sleep, dine while working….very trade show “friendly”. WSA became UN-”friendly”; therefore, i searched and found alternate venues. and, i found them. with successful results.
Julia :
would you mind sharing what they are?
Terry lewis :
Come on already! Our industry has only 2 major trade shows a season. Most brands need to show at both. scheduling them or ovrlapping them is absurd and ridiculous! Where is the common sensea/
Sheena :
Where is the common sense? I am asking the same question.
Susan Proffitt :
Julia,
The FN article concerning WSA date changes appears to have sparked concerns with a great many in the footwear industry. I posted the FFANY and WSA show schedules for 2010 on FIIN last Friday but didn’t add a commentary. Thank-you for the invitation to join your conversation here.
I expect our members to banter back a forth about this, but to understand what is happening now one needs to go back to when the WSA was run by footwear industry insiders before they sold it to ENK. ENK is a business and their bottom line is their primary focus. If you visit their web page you may notice what I did. Footwear and accessories is portrayed as a time afterthought to their main events. When WSA was run by industry leaders it focused on promoting the footwear business and made it work for all sides of the industry. That is how WSA became successful. They earned a profit too and made generous donations to industry organizations and causes like Two Ten & Souls4Souls. When the primary goal of the show changed, I believe it became more about ENK profits and no longer focused on serving the needs of the industry. The rumor at that time was ENK sold the show dates used for WSA for a profit which caused the show to be broken into several locations. I think that was the beginning of the end. Then the ENK raised the cost of poker to the venders and eventually reached the choke factor two years ago. With the economy in the tank now WSA is the first expense many CEO’s cut for obvious reasons. Local shows like Atlanta, FFANY and Dallas fulfill their needs for far less money while making it more convenient and less costly for the buyers to attend. The local shows also provide a working environment while Las Vegas is often a distraction.
As the Atlanta Shoe Show approaches I have no regrets for having skipped WSA this month. Some of my contacts report WSA was a waste of time & money. Many brands chose to show in adjacent hotel suites to avoid the rising costs associated with WSA and essentially changed this seasons WSA into a FFANY style show with dozens of company show rooms dotted around town. That was a smart business call in my opinion, by the companies that chose this route, as many of them have had to spend millions to show at WSA. Our budget for attending shows is more closely related to that of a shoe store owner. For reference, the average bill for 2 to 3 of us to attend WSA in Vegas ranges from $5k to $7k. The Atlanta show costs us less than $500, including gas, and we accomplish twice as much in half the time. Is this smart business? For us it is the best return on our investment because the show allows us the personal contact needed to be most effective. People are there to work, not coming in after a night on the town in many cases. My feeling concerning these shows appears in line with yours, Julia. The shows are supposed to support the industry they serve – footwear, not the industry that runs the shows. I think several strategic mistakes were made by those running ENK which led to the steady decline in attendance, and one can’t blame the economy for what was set in motion years ago. All is not quite lost yet however. ENK could pull this one out of the toilet if their leadership understands the heart of the issue. I believe when the needs of the ENK, wholesale and retail are met, the show can be as successful as WSA once was. If ENK continues their present course I expect a few may get mad enough to start their own show and I will be ready and willing to lend my hand free of charge to get that accomplished. We need to help our industry and do it in a cost effective way. This is not the time in our history to put ourselves first; it is a time to coordinate our efforts and find the best plausible solution to the ENK/WSA problem. When a show becomes too one-sided it will eventually go the way of the dinosaurs leaving room for the new generation. ENS and the US Postal Service have similar issues to overcome. Of the two, my money is riding on the US Postal Service to survive because they have the tax payers to bail them out when they make strategic mistakes.
The following information taken from the SESTA site reflects a refreshingly kind and helpful approach, one Laura Conwell-O’Brien, the Executive Director of SESTA can be proud of. Laura runs what I consider the best regional shoe show by far. I hope to see some of you there this week.
The Southeastern Shoe Travelers Association (SESTA) was founded in 1942 “to promote the best interests and welfare of its members” and “encourage a spirit of cooperation among those engaged in the distribution of shoes and kindred merchandise.”
SESTA’s primary activity is sponsoring a bi-annual market in Atlanta. Over the years, this trade show has grown in size to become one of the world’s ten largest shoe trade fairs. In 2000, the SESTA board of directors voted to change the name of the tradeshow to the North American Shoe & Accessory Market. In 2007, the board voted to re-brand the show with the name by which it is most often referred to within the industry, The Atlanta Shoe Market.
Today, SESTA boasts more than 750 members. The membership is comprised of industry shoe representatives and is governed by a board of directors elected by the general membership at the annual SESTA general membership meeting in August.
The cost of SESTA membership is $45 annually. The benefits of membership are numerous and include participation in the markets, complimentary lists of retailer show attendees and assistance with job opportunities.
For membership information please contact:
Southeastern Shoe Travelers Association
953 Harmony Road, Suite 106
Eatonton, GA 31024
P: 706-923-0580
F: 706-923-0520
sest@plantationcable.net
Before closing I’d like to ask your readers something. Can some of you share your thoughts and information concerning the connection between the ENK and NSRA? I hear one now owns the other now but find this a bit much to swallow. True or false; does ENK pay the salaries of those running the NSRA? Why would a retailer want to pay a percentage of their profits to be a member of an association run by those who want to profit off of them when the association is supposed to be a service to them? The USRA serves the retailers and their dues are only $95! Something appears out of balance here. Was I misinformed? I’m anxious to hear from those with the answers.
I look forward to seeing you in Atlanta.
Kindest regards,
Susan Proffitt
Profitable Solutions Executive Search… “The Footwear Talent Specialist”
PS, You are welcome to join our discussions on FIIN too. Keep up the good work ladies!
susan@jobwish.net
