Attendance broke record, challenges await the organization in 2005

ANN covered this year's ICAS 2004 convention in Las Vegas, and just before it was all over and into the history books, we spent a few minutes with ICAS president John Cudahy to get his comments and thoughts on not only the convention, but what he thinks 2005 will bring to the industry.

One of the facts that became clear the first day of the show was that ICAS '04 saw a record number of exhibitors and attendees. Nearly everyone we talked to at the show who had been an ICAS member for any length of time was convinced that this year's attendance was a new record.

Cudahy wasted no time in confirming this fact for us. Last year there were 1,520 people in attendance, including exhibitors, performers and delegates. This year the bar was raised, and 1,690 people came to the show floor and educational sessions.

Another change from last year was the makeup and number of educational sessions. Cudahy explained that this year, the emphasis was placed on the quality of the sessions, rather than the quantity. It was clear to us that this plan worked, because the comments we heard from convention delegates was that the sessions were outstanding.

In fact, ANN attended one of the sessions, entitled "How to deal with the media on your terms." We just couldn't resist, and ANN Associate Editor made sure he sat in the front row. The two and a half hour session was hosted by Morey Berman of the prestigious multinational public relations firm Fleishman Hillard. Frankly, the session was outstanding, and dealt mostly with how to deal with the general media, as well as how to deal with crisis situations.

We also asked Cudahy what challenges he thought ICAS would face in 2005. "2005 will be a new day, entertainment-wise," answered Cudahy. "The competition is more sophisticated, and marketing the events is become more of a challenge."

Cudahy minces no word when it comes to what air shows are up against. There are many types of activities that rival air shows for the public's attention. Activities such as NASCAR, professional and amateur sports, music concerts and many others are competing for the public's attention and spending power, and it's becoming more of a challenge to cut through the roar of advertising and into the attention span of the public.

"The air show has advantages of other activities in that it appeals to the public's fascination with flight as well as with the military, both in terms of modern hardware as well as the nostalgia value of warbirds," added Cudahy. "We believe that making use of the media is the key to the success of air shows."

This concept was certainly emphasized throughout this year's convention, with its emphasis on marketing and education. Cudahy is already excited about next year's convention. Once again ANN will cover it and bring you all the news as it happens, so stay tuned for next year!

FMI: www.icashq.org/homepage.asp