Christian products leaders give ‘kudos’ to association for move to attract more retailers to marquee event

CBA is offering free buyer admission to next year’s International Christian Retail Show (ICRS) in an effort to attract more retailers to its marquee summer event—and is receiving praise for the move.

“ICRS is changing dramatically next year with new features, new exhibitor procedures, integrated exhibitor marketing support and free buyer admission,” CBA officials announced. “Exhibitors only need to commit to participate, with a minimal deposit to reserve space. … The earlier exhibitor commitments are received, the better opportunities exhibitors will have to optimize plans.”

At this years’ show in St. Louis, Professional attendance was down 15% to 1,485 buyers.

Chuck Wallington, owner of Christian Supply in Spartanburg, S.C., told Christian Retailing that the free buyer admission move was a good idea.

“BEA [Book Expo America] has offered free badge admission for ABA [American Booksellers Association] member stores for buyers for years,” said Wallington, who is also Covenant Group’s founder and president. “Also, almost all of the gift market conventions—Atlanta, Dallas, etc.—offer free admission to buyers.

 He doesn’t see any drawbacks to the free admission offer.

“Yes, I think it will increase retailer attendance,” Wallington said. “It removes yet another financial obstacle. It depends on the location, but we will send more folks to ICRS. If it is in the Southeastern U.S., probably so.”

Mark Hutchinson—co-owner of Blessings, a Canadian chain of four stores based in Chilliwack, British Columbia, said that “conceptually, it is a good idea.”

“It will increase retailer attendance only if driven well and promoted strongly,” he said. “[CBA must] consistently explain the bottom-line benefits to the individual retailer.”

Brenda Harrison, co-owner of Lighthouse Christian Bookstore in Bedford, Ind., said the free admission offer “sounds good.”

“Many other gift marts are free to registered retailers with a tax ID number,” she said. “I see it increasing retailer attendance, especially if stores are in the vicinity of the event because additional personnel from these stores could attend without additional costs.

“It is always nice to save money, but ICRS is one event that we find very beneficial as an independent retailer to attend each year,” Harrison added. “We would send more folks to ICRS if we were in the close vicinity of the event because we think it would be beneficial for our team to meet, learn and see what is available from suppliers who support our industry. We would love for them to be able to experience it firsthand.”

 David Lewis, executive vice president of sales and marketing for Baker Publishing Group, applauded CBA’s move.

“Any new ideas to help increase the participation of booksellers is worth considering,” he said. “It might be even better to allow free admission to any bookseller staff person—buyer or not.

“A significant increase in buyers is not likely to occur just because they are given free admission, but it won’t hurt either,” Lewis added. “To have more buyers attend, there must be sufficient value to warrant the time away from the store and the expense. One free night in a convention hotel for a buyer might be enough to make more buyers consider attending.”

Lewis also praised CBA President Curtis Riskey “for asking for input from many different places.”

“CBA seems very serious about re-imagining the ICRS show within the confines of their long-term convention contracts,” he said. “They are talking with other Christian events and organizations to determine which, if any, would be a good fit for a joint event. We believe that given enough time, and they will have to make tough decisions, a better event is coming within three years.”

Lighthouse Vice President of Sales Ed Nizynski believes it’s “a great day anytime we can help retailers.” 

“Kudos to CBA,” Nizynski said. “I hope and think it will increase retailer attendance. I do not see any drawbacks. We are very happy to hear this news. We will send more folks to ICRS as we are very optimistic. We believe that when more attend, more is accomplished together in further focusing on and helping grow the kingdom.”

Among the other new ICRS features are: the second year of CBA’s Cover My Expenses program to offset buyer travel costs; new exhibit areas designed to build floor traffic; new booth space configurations to maximize exhibitor area and marketing; and expanded international marketing to drive global business.

ICRS 2014 will be held June 22-25 at the Georgia World Congress Center in Atlanta.