Extraordinary times call for extraordinary measures. So it is that due to the coronavirus pandemic, the Pool | Spa | Patio/Deck Expo has morphed from an in-person show to a virtual event occurring Nov. 11-13, 2020.
Originally slated for Las Vegas, the event had been fine-tuned, with special safety procedures for attendees and show floor/seminar spaces falling into place. But as the health crisis deepened, it became clear that in-person trade shows weren’t going to be possible at this time.
So the 2020 PSP/Deck Expo now will be occurring online. The format may be different from in-person shows, but there’s still an emphasis on products, education and networking. Organizers also note that this year’s PSP Expo is being held in collaboration with DeckExpo — hence the “new” name. Such co-locating of shows acknowledges the way backyard environments can encompass elements such as pools, spas, outdoor kitchens, decking and more.
“This will be the kick-off to the 2021 season,” says Ray Giovine, group director for Informa Markets, which organized the show. “There is such strong momentum in the industry now — and this virtual edition will carry us through next year.”
The show will run from 10 a.m. to 6 p.m. (EST) daily. Registration opened in late September, and is complimentary for those coming in for the core education and virtual Expo. There will be a $199 fee for the GENESIS/PHTA seminars.
While it’s too soon to compare attendance and exhibitor numbers for this year’s virtual event vs. last year’s in-person show, Giovine suggests there will be several thousand visitors and 80-plus exhibitors at the 2020 Expo. “Everybody’s cautiously optimistic,” he notes. “The industry is having a banner year and we’ll want to provide a platform to meet, talk, and present services and products.”
He also pointed out a benefit not typically seen at traditional shows: The educational content will be available for registered attendees during and after the show until Dec. 13. Organizers stress that to be able to access educational content after the Expo ends, be sure to register, regardless of how much time you plan to spend at the virtual show.
A warm welcome
Right about now, you may be wondering if there will be a welcome party. After all, each year, the much-anticipated event kicks off the Expo. It provides a space for attendees to unwind and catch up with industry friends from around the country — and to meet other industry professionals.
Fear not: There may not be an in-person party, but Master Pools Guild is offering a fun way to kick off the show nonetheless. Normally, MPG hosts a members-only cocktail hour on the first day — this year, the event will be virtual and MPG is opening it up to all show attendees. Calling it the “Master Pools Guild Make a Splash Reception,” it’s scheduled for the first day of the show, Wednesday, Nov. 11, at its usual time, 4 to 5 p.m. (EST).
“Our goal is to toast to the first day and help attendees renew old friendships, make a few new ones, and have a little fun in the process,” says Teri Wiltshire, CMP, special projects manager at MPG.
Those wanting to attend the MPG reception can sign up online on the Expo’s main registration form.
Details such as maximum number of attendees allowed and the registration cut-off date were not available at press time. Interested people are encouraged to register early and check back for details on the Expo site (poolspapatio.com).
Virtual education
Education has always been a big part of the Expo and this year is no exception. The format — a mix of live and on-demand sessions — may be different, but the goal of providing quality educational sessions for pool and spa professionals is as strong as ever.
“The classes were carefully selected to be conveniently delivered,” says Brandi McElhaney, CMP, senior conference manager at Informa. “Not only are the sessions timely for the industry, but an attendee can watch at their leisure starting on Wednesday, November 11.”
So it is that each day of the 2020 Expo will kick off with a live Power Panel, running from 10 to 11:15 a.m. (EST). The discussions and sharing of insights by industry professionals ensure that the sessions will be a show favorite.
The Power Panels will have a live Q&A; the on-demand sessions will still have a Q&A, just a bit modified, McElhaney notes. She explains that class attendees will turn in their questions, which will be forwarded to the speaker for him or her to answer.
The Retail Power Panel is up first on Nov. 11. The moderator will be Matt Gohlke of Gohlke Pools. Panelists are Mallory Bjekich-Wachowski, DesRochers Backyard Pools and Spas; Jane Merritt, Anchor Pools & Spas Inc.
The Builder Power Panel is next on Nov. 12. Moderator is Steve Barnes of AquaStar Pool Products. Panelists are Charlie Claffey of Claffey Pools; Scott Cohen, The Green Scene.
The Service Power Panel is set for Nov. 13. Moderator is Javier Payan of Payan Pools. Panelists are Julie Kazdin Boucher, Kazdin Pools; Mitch Donald, Superior Pool Service; Steve DeCook, E-Konomy Pool Service Inc.; Dan Lenz, All Seasons Pools & Spas Inc.
As for the general Expo education slate, it’s expected to be more streamlined this year. Normally, there might well be 45 classes or so; this year there will be around 25. But unlike a typical in-person show, the educational content for this virtual event will be available for registered attendees until Dec. 13. To take advantage of the longer availability of classes, you must have registered for the Expo.
When it comes to instructors, it wasn’t difficult to find people willing to lead virtual classes, says McElhaney. True, some speakers had never taught this way, but they were willing to adapt to the format. In fact, she said some were “super-adaptable,” with only one or two potential presenters saying “no” to learning the technology required to lead a virtual class.
It’s important to note that live questioning of the speakers will not be possible because the classes will be pre-recorded.
A buzz always builds up around certain classes at the Expo, and this year is no exception. While the aforementioned Power Panels are expected to be very popular, a number of sessions on the schedule are sure to draw a lot students, too. At the time McElhaney spoke with PSN, registration was just under way, so it wasn’t easy to name a lot of classes sure to pack ‘em in, so to speak. But likely favorites include the GENESIS classes, as well as sessions covering business issues, water balance and leak detection. Other expected crowd-pleasers she mentioned were “Designing the Ultimate Staycation,” led by Mike Farley, and PHTA’s panel on how to attract a new generation of talent.
When you get right down to it, the array of learning opportunities and flexibility to plan each day at this virtual trade show make this experience not only unique, but even more user friendly. “An attendee can join in the morning, watch a live Power Panel, then view some sessions, ask questions, perhaps take a meeting with a vendor — and they’ll still have the rest of their day,” McElhaney observes.
“We know our attendees and exhibitors are busy,” she adds, “and this format allows a great blend of absorbing the education and making new contacts while still keeping their commitments to their family, pets, home life, and more.”
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How it works
For folks who’ve never been to a virtual show — and, let’s face it, that’s most of us — certain questions arise, such as: Will there be a show floor with booths, and can I wander around looking at them? Can I “visit” a booth and talk with someone about products? Can I set up meetings with manufacturers?
“We purposely selected a platform where the priority is networking and matchmaking,” Giovine says, adding that the process works thusly: When an attendee registers, they’ll answer a few questions about the sector they’re in, or the kinds of products they’re looking for. Based on that, show management will set up meetings with exhibitors who can handle the requests of visitors.
“Attendees can come in having meetings that are already set, similar to a hosted buyer program,” he continues. “Via this AI-powered matchmaking, attendees can spend more time learning and connecting. Or they can poke around the virtual expo hall and request drop-in meetings with exhibitors.”
A natural question is: How will manufacturers exhibit virtually? Each will have a booth setup, which Giovine describes as looking like a booth rendering, to create more of an expo hall experience. Exhibitors can showcase a wide arrangement of their technology and products a number of ways — by uploading PDFs, videos, brochures or catalogs, along with photos of their technology being used.
Of course, attendees can do more than just look at virtual booths. The booths will be staffed and visitors’ questions can be answered. Qualified buyers can be connected with manufacturers via matchmaking. For their part, exhibitors will be able to sort buyers by multiple demographics such as sector, the product they’re seeking, residential vs. commercial, and more.
“If all participants can walk away with something and know their time away from ‘the office’ was worthwhile, we’ll consider that a huge success,” Giovine says.
And for those hoping to see new products and technology at the show, yes, there also will be a Product Showcase in the virtual expo hall.
Looking ahead, what can we expect in 2021? “We’ll return to in-person next year, when we’ll be in Dallas,” Giovine says. “But we are expecting a hybrid model, where it’s a mix of in-person and virtual. What that looks like exactly, we’re not sure yet.”
