Returning home a winner from Las Vegas requires a great deal of luck. Returning home a winner from the International Council of Shopping Center’s annual convention in Las Vegas requires a great deal of preplanning and hard work.

The annual ICSC convention is like no other event. An estimated 50,000 attendees representing all phases of the retail industry are expected to attend the Golden Anniversary event on May 20-23, 2007. Expected attendance from the public sector, communities and local governments will be 10,000.

ICSC is the only place under one roof where you can visit face-to-face with retailers, restaurant operators, developers and firms associated with retail. The opportunity to meet and network with so many prospects is luring more cities each year to make this convention a major part of their marketing plan.

Don’t show up unprepared and hope to get lucky. You are certain to return home a loser and empty-handed.

To get the most out of ICSC, you must prepare. Here is a checklist of seven steps for taking the risk out of your trip and coming back a winner.

Step 1. Become a member of ICSC. This membership will help you gain a better understanding of the retail industry. Public sector representatives can join as public/academic members for an annual fee of $100. Membership applications are on the website, www.ICSC.com.

Step 2. Register to attend the convention. Registration forms and fees are on the website. Pre-registration deadline is April 30, 2007.

Step 3. Get a list of the attendees, not just the exhibitors, from ICSC. While many retailers and restaurants will not have booths on the floor, their top executives will be actively working the show..

Step 4. Screen the list of attendees for retailers and restaurants that appeal to you. (If you have a CommunityID study from Buxton, you already have a list of great prospects.)

Step 5. Contact target companies and make appointments to meet at the show. This important step will make the difference between having a great show or a failure. Don’t expect to have a meeting unless you have made a firm appointment before the show. The schedules of company representatives fill up early, so don’t delay.

Also consider meeting with the representative of retailers already in your community. A little goodwill can go along way, and you might even find out that the company is planning to expand or relocate.

Step 6. Create and gather the materials you will need to make a successful presentation. Don’t plan to leave loads of materials with the company; it is better to offer to send information after you have returned home. Also be brief and specific about what you have to offer. In addition to business cards you should have site plans, infrastructure capabilities, conceptual designs, incentive packages and other details that market your community.

Step 7. Plan your follow-up strategy. The goal of your first meeting is get the company interested in your city and to establish a rapport. If possible, arrange a second meeting, preferably in your community. Don’t leave the meeting without a mutually agreed-upon next step.

Many communities set up booths in the Trade Expo area of the convention center. For first-time attendees, we suggest that you spend your time observing how other communities are selling themselves. Learn for yourself the value of being an exhibitor.
If you decide to attend as an exhibitor, do not think of it as a one-year trial. It should be at least a three-year commitment to establish networks and build relationships.

Buxton is here to assist you. Please drop by our booth (#619 in the Trade Expo), or call us before the show at 817-332-3681 to schedule a meeting to discuss your retail opportunities. We look forward to seeing you in Vegas!