b'THE WHERE THE WHAT WRAP-UPSHOWS TO EAT TRENDS TO DOReed bought Jewelers InternationalPEOPLE CONSUME Showcase in 2015 and expanded the JISINFORMATION DIFFERENTLY, SO shows from Miami to Vegas in 2016. JISWERE DOING SHORTER, PITHIER Exchange was held at the Tropicana LasKINDS OF QUICK SOUND BITESVegas its first two years and then movedREALLY GOOD TAKEAWAYS THAT to Mandalay Bay with the rest of theATTENDEES CAN TAKE BACK shows under the Reed umbrella last year. TO THEIR BUSINESSES, BUT IN Other aspects of JCK Las Vegas,SHORTER BLOCKS.meanwhile, will be enhanced, says the show organizer. REED EXHIBITIONS YANCY Several years ago, JCK began provid- WEINRICH ON JCKS DECISION TO ing personalized matchmaking oppor- SHORTEN EDUCATION SESSIONStunities for exhibitors and attendees.Through this technology, the show can gather information from both during registrationAbove: The Las Vegas and show floor activities to understand their habits,Convention Center, needs and patterns, Weinrich says.which will host The Collective group of The show then can utilize a tactic employed bytrade shows this year. major e-commerce players these days: offering furtherAt left: A shot from the suggestions based on similar companies in which the2018 JCK Las Vegas retailers already have shown interest. jewelry trade show.As we learn more each year, our matches become smarter and more relevant, Weinrich says. With the data and history we have, we continue to see our custom-er satisfaction scores significantly increase in double-dig-its for those attendees that engage with this free service.Also for 2019, Reed has partnered with the Inter-national Colored Gemstone Association (ICA) on a global gemstone pavilion and is expanding the scope of the Jewelers Security Alliance pavilion to focus on cyber security as well as physical store safety. shop for a specific productgemsin a focused manner, rather than JCK Las Vegas also is changing the format for its education sessions.being overwhelmed by too many offerings, says Hucker. The talks will still take place on the show floor and in meeting roomsEmerald Expositions decision to start Premier, the third jewelry but will be shorter, running 30 or 45 minutes instead of an hour or more.trade show at LVCC, was triggered by AGTAs decision to move Gem-People consume information differently, so were doing shorter,Fair, says Emerald Expositions Senior Vice President Gannon Brousseau. pithier kinds of quick sound bitesreally good takeaways thatHe explains: Our JA New York exhibitors have long been asking us attendees can take back to their businesses, but in shorter blocks,to launch an event during Las Vegas market week. Weve heard from Weinrich says. many brands and designers over the years that there wasnt an existing show in Las Vegas that met their expectations in terms of cost effective-THE COLLECTIVE ness and also provided them with a positive overall show experience. The first of the three shows that make up The Collective at theAfter seeing the possibilities of aligning with two other popular shows, Las Vegas Convention Center is AGTA GemFair Las Vegas, formerlyEmerald determined 2019 was the right time to introduce Premier.a part of JCK Las Vegas.For jewelry buyers already heading to LVCC for gems and antique jew-American Gem Trade Association CEO Doug Hucker says that whileelry, Premier will provide them with a third key componentcontempo-GemFair did well as part of the bigger JCK show, the costs involved inrary designer fine jewelry and fine jewelry manufacturers, says Emerald.exhibiting at the renovated Sands were too high for its members, manyFor exhibitors, especially smaller contemporary designers, Premier of which are smaller companies working with a specialized clientele.is a way to exhibit among other similarly minded creatives at a frac-Despite knowing some exhibitors would opt to stay with JCK Lastion of the cost of Emeralds high-end Couture show.And Emerald Vegas, Hucker says it made sense for AGTA to align GemFair withalso hopes proximity to AGTAs colored gem dealers will provide Pre-the Las Vegas Antique Jewelry & Watch Show, which moved from themier brands and designers with sources for their colored gem needs.Paris hotel to the LVCC in 2017.Last fall, the three co-locating trade shows announced they would Its a similar kind of approach, where they [the antique showsbe pooling marketing efforts to make a bigger impact. exhibitors] have one-of-a-kind, bespoke or non-repeatable items, likeThe Collective campaign, which encompasses a website as our members, so it seemed like a very good fit, he says. well as print and digital ads, includes taglinesReimagining the AGTA GemFairs move during Las Vegas market week this yearMarket Week Experience and 1 Badge, 1 Hall, 3 Showsdesigned will also create an atmosphere that allows buyers the opportunity toto remind the trade of the shared location and dates, and that only Continued on page 108 MARKET ISSUE 2019'