LEDucation: Rise of the Regional Trade Show
LEDucation triumvirate: Co-founders Robert Nadel, Peggy Meehan and Burt Grant
We recently caught up with Robert Nadel and Burt Grant who, along with Peggy Meehan, orchestrated the first LEDucation in 2007. We asked about show growth, comparisons to Lightfair and high-maintenence exhibitors.
LEDucation 11 kicks off in New York City on Tuesday, March 28. Over 5000 attendees are expected to visit over 325 exhibitors and experience a long list of educational seminars.
What are the most significant ways that this year’s LEDucation 11 differs from the first LEDucation?
GRANT: Basically, the expanded line of products being offered. LEDucation 1 had some basic fixtures and accent lighting but, since then, industrial and commercial products as well as decorative architectural and residential fixtures have been coming into the show.
NADEL: LEDucation started as an IESNY show that invited the DLF to join. We had a grand total of 34 exhibitors (and 250 -300 attendees) who represented a significant portion of LED lighting manufacturers at the time. Today with a waiting list to exhibit and not a single company without an LED product that, in my mind, represents the biggest change.
From the standpoint of the physical show, it was just a one day and food was catered from Costco (laughs) and as volunteers, we each had an important role to play in making the show successful. The show, to a great extent, is now being run by a third party with minimal input from the original LEDucation team.
Aside from the 2015 LEDucation snow storm, what is the biggest setback you had to deal with along the way? How did you overcome it?
GRANT: LEDucation 7 was a real challenge due to the space we had at the Pennsylvania Hotel Pavilion with massive columns blocking the show area. It was tricky to fit everyone in but fortunately we were able to do so and it worked.
Over the years, what are some of the highest-maintenance, pain-in-the-arse, and/or difficult requests you've received from exhibitors or presenters?
NADEL: Ongoing debates include:
- “Location, location, location”
- “Don’t have me directly next to or across from my competition.”
- “My rep is not near me!“
- “Food!” It ran out, it’s in a bad location
- And of course there are the habitual complainers who shall go unnamed year after year “I want a chair.”
- “The back drop is the wrong color, too small, too close, but I had it made for this show, just because it’s too high I can’t cut it down.”
GRANT: Everyone seems to want the prime locations but, unfortunately, it is impossible to give everyone the “best spots”. However, I’ve learned over the years that there is no “best spot” and I’ve seen big crowds in areas that I thought were not the best. The key is to have an exhibit that is eye catching and draws people in and not the location.
What enhancements do you hope to make to LEDucation in the future?
NADEL: At this point I can only speak as an outsider as I have currently stepped back taking from taking an active role. Move from a tabletop to a booth? But then the cachet (and cost) goes out the window and the level playing field of everyone with a tabletop is lost.
What would you say to lighting design professionals who state that going to Lightfair several weeks from now isn't very necessary, because they see so much great stuff at LEDucation?
GRANT: LEDucation is concentrated exclusively on all the newest LED products, advancements, trends. Our exhibit floor and presentations are targeted to just what the design community wants to see in the limited time they have. Designers don’t want to waste time looking at non-lighting or old technologies that might still be shown at other shows.
NADEL: LEDucation primarily draws upon a finite audience and will not see the same type of growth so long as the major players can’t setup their 20x20 houses, yes we do attract our attendees from more than just the NY Metro area, but it is the New York design and engineering crew that can take an afternoon away from work that probably makes up the bulk of LEDucation visitors.
And you have to give credit to the rep agencies and manufacturers for having their staff doing lunch and learns. Lightfair means at least an entire day or more out of the office, and we are all very, very busy and that getting away is truly a luxury many cannot afford.
To be more specific LEDucation is the “Readers Digest” or condensed Lightfair in your back yard.
What is the most memorable feedback you’ve ever received about LEDucation?
GRANT: The best comment I ever had was from an exhibitor when our show was just one day. He said, “LEDucation is the best show. I get to see more key designers in one day at LEDucation than I do in three days at Lightfair.”
