KBIS 2011: Time to Refocus


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KBIS 2011: Time to Refocus


But Goldberg suggests that, while this may be a good idea in theory, the execution could be complicated by existing contractual agreements. "[The organizers of] KBIS have shown that they are interested in understanding and improving problems via surveys and focus groups (see related story below), but given that contracts for these convention centers are signed so many years out, I'm not sure these efforts can yield the necessary results in a timely enough manner unless enormous amounts of money are forfeited," he explains.

When asked if it would be possible to break venue contracts or what it would cost to do so, NKBA and Nielsen declined comment.

Crystal Ball

With all of the changes in the industry and a still-struggling economy, what do manufacturers and dealers/designers see as the future of KBIS?

Some, like Hissa, believe the show needs to evolve away from being primarily product focused. She states: "I would really like to see KBIS head more in the direction of a kitchen and bath design showcase rather than a product show. I do not need to travel across the country to see new colors coming out."

Others believe it will be technology that ultimately redefines the show. McGeehan states: "I believe the future for KBIS holds opportunities for expanding the reach through digital technologies like webcasts, podcasts and virtual booth tours," she says.

Rosenberg agrees: "The way social media is working, information is so readily available now. Perhaps the NKBA should look at a virtual show."

Cross believes KBIS can remain influential in the industry as long as it continues to evolve: "All trade shows try to continuously reinvent themselves so that they are relevant and representative of what is happening in the industry. I would expect that industry-leading shows, such as KBIS, would adhere to those best practices."

However, if KBIS doesn't evolve, many believe the show could be in trouble. Leuthe says: "I certainly do not want to see KBIS go away. But I think NKBA needs to take a look at the positive things that made manufacturers come and people want to attend, network and learn."

Karas concludes: "Our goal is to produce and deliver a show that serves the entire kitchen and bath industry in a way that isn't available otherwise and, despite the current economy, I'm confident KBIS in April will once again demonstrate that commitment."

Industry Professionals Debate Merits of Biennial Format for KBIS

Could KBIS benefit from a biennial, or every-other-year, format? Many industry professionals believe so.

Tim Schroeder, president of Duluth, GA-based Duravit explains: "Our industry strongly needs a dynamic national fair that is easily accessible and [fits with] manufacturers' marketing and communication budgets. It should be held biennially, opposite ISH [in Germany]."

Jennifer Hissa, CKD, design/sales for San Antonio, TX-based Cabinetry Designs agrees: "I have recently opted to attend the biennial show in Milan instead of attending KBIS because that show inspires me to achieve more in the design world."

Lenora Campos, manager/public relations, TOTO USA in Morrow, GA believes a biennial format would increase attendance from both exhibitors and attendees and raise ROI for exhibitors. "It would be more cost effective and increase the number of qualified leads gained at the show," she adds.

Some product categories, such as cabinetry, could also benefit from an extra year of product development, which could lead to more compelling product innovations, according to Dick Titus, president of the Kitchen Cabinet Manufacturers Association (KCMA) in Reston, VA. "I'm a proponent of the semi-annual event," he says. "Every two years [is] sufficient."

Many dealers and designers also support the every-other-year format. As Hissa states: "Attending KBIS every year is a big expense. Every two years would help build excitement and would give product vendors more time to develop new products and colors that would prove interesting to attendees."

Lori Jo Krengel of Kitchens by Krengel in St. Paul, MN, concludes that although the biennial format holds some merit, the time to implement it may have simply passed. "In order for us to go forward as an industry, particularly in these economic times, we need to be available every year," she believes.

But whether or not the show should be a biennial event may be a moot point, believes Barry Goldberg, president of Union Hardware in Bethesda, MD. He notes that, ultimately, it all comes down to revenue.

"Trade shows make an enormous amount of money for the show's producers and owners. The complex economics associated with a show the size of KBIS have made it very difficult for the show to advance based on just exhibitor and attendee interests," he concludes.

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