But organizers believe exhibitor attendance ‘will be strong’ for CBA’s annual summer convention

Blaming the recession, some suppliers are skipping or scaling back their presence at CBA’s annual summer show this month. But retailer trade association officials say vendor participation “will be strong” for the International Christian Retail Show (ICRS)—which will mark CBA’s 60th anniversary in Denver, July 12-15.

“I believe exhibitor attendance will be strong,” CBA President Bill Anderson told Christian Retailing. “Most every supplier who was at ICRS 2008 will be exhibiting in Denver. Unfortunately, some companies have gone out of business this past year. But we also have 38 new companies exhibiting.

“Some exhibitors have downsized, while others have actually increased in size,” he added. “The fact is all of our suppliers are going through these same tough economic times. Yet they place high value on ICRS and are there—259 companies strong and more talking about contracting.”

In comparison, last year’s ICRS in Orlando, Fla., drew 353 exhibitors—including 66 first-time suppliers—occupying 992 booth spaces.

Besides Thomas Nelson, which will again skip ICRS just like last year, WaterBrook Multnomah Publishing Group has chosen not to attend the world’s largest Christian product industry convention.

“Our decision followed a close review of our overall promotion plans, while making the best use of our marketing dollars in our evolving marketplace,” Melissa Sturgis, publicity manager for WaterBrook Multnomah, told Christian Retailing. “We did have a presence at Christian Book Expo (CBE) this year. For 2010, we will re-evaluate our attendance at ICRS, but no final decision has been made at this time.”

Industry insiders have speculated that CBA’s main trade show could be impacted by publishers’ investment in the Evangelical Christian Publishers Association’s inaugural, consumer-oriented CBE—which yielded a disappointing turnout in Dallas in March.

Colorado-based Grizzly Adams Productions (GAP) decided not to exhibit at ICRS. “We primarily dropped out this year to conserve cash as it has been difficult to raise money for new show productions,” David Balsiger, vice president and senior producer for GAP, told Christian Retailing. “We expect to return next year as an ICRS exhibitor. We are optimistic that the economy will be better next year.”

Kirk Walker—a first-time exhibitor at last year’s ICRS and co-owner of Shadrach, Meshach & ABeanToGO, a coffee company in Goodrich, Mich., that caters to Christian retailers and church bookstores—said the economy contributed to his decision to “stay home” and focus on local markets. “We could not see spending the enormous amount of money it takes to go to the show,” he said.

Meanwhile, NavPress will streamline its presence at ICRS. “NavPress is as committed as ever to the retail trade industry,” said Jessica Chappell, trade marketing director for the Colorado-based company.

“However, the current economic climate has required us to re-evaluate our presence at trade shows. We will have reduced booth space. Staff presence will remain steady (for) sales, marketing and author/public relations.

“ICRS has been a great event that has continued to bring all areas of our industry together,” added Chappell, noting that NavPress will partner with CBA to launch a special edition of The Message Solo at the show. “While our industry is facing some tough challenges right now, this is the time for us to work together, and we are looking forward to our time in Denver.”

John Whitaker, vice president of Anchor Distributors, said the company will maintain the same amount of booth space as last year.

“But we are working to greatly reduce the cost of our booth structure and set up,” he told Christian Retailing. “With the reduction of one day of exhibit time, we’ll spend less on manpower. … This convention is invaluable to us in making and maintaining many relationships that have been built over many years.”

Bob Whitaker Jr.—vice president of Whitaker House, Anchor’s sister company—agreed. “I can’t emphasize enough how important this convention is to our company,” he said. “One area where we’re expanding is in the number of featured authors attending. We will have 12 authors at ICRS who will be signing copies of their books. … ICRS is the most productive atmosphere for connecting retailers with our authors, and their hearts and inspiration for writing.”

After hosting a retailer event at last year’s ICRS, Washington-based Book Brew Coffee plans to expand its products and services.

The company will increase the number of personnel at the show “as we’ve received an increase in demand and interest,” said Joshua Williams, Book Brew’s events manager who also serves as manager of The Salt Shaker Christian Bookstore in Enumclaw, Wash., an hour south of Seattle.

“This year we will offer free freshly brewed coffee samples, new product showcasing and new special pricing options to attendees,” he added. “We are very excited about this year’s ICRS.”

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