Tip 94: Do a Pro Forma

Donít select a future location for your show until you do a P&L pro forma for each competing site. Consider more than just the per-square-foot rental rate. Ask profit related questions, such as:

One intangible to consider: what effect will the city have on attendance (and thus exhibit revenue)? Is it easy to fly to the city? Does the city have unique attractions? Be sure there is a high percentage of potential attendees within a drive-in radius. Plus, check for competing shows within two months of your dates. Saving $300,000 on facility costs but losing $500,000 exhibit revenue and operations costs is not smart.