Association-owned trade shows are under threat, Bob James says on EVENT, the blog of the Center for Exhibition Industry Research.
Proprietary shows—events hosted by corporations for their customers, prospects, partners and the media—are steadily luring exhibitors from association shows.
The roaring success of proprietary shows like Adobe MAX, Cisco Live, Dell EMC World, and Dreamforce prove they work—and may represent the next wave of "must-attend" events.
Other event industry-watchers, like AGS Expo Services’ Evan Garvey, agree.
You can read Bob's entire post here.