How the world's largest amusement show drums up business.

MAGIC’S BEEN AROUND FOREVER. Long before high-tech simulators, the roller coaster and carousel were the special magic moments dazzling the amusement park hinterland.

Picture 1920: Coney Island’s Luna Park had its mind-freakish Witching Waves (as spoofed in an early 1917 Buster Keaton film classic, Coney Island). The Summit Beach Park, a.k.a. “the million dollar playground,” in Ohio was all abuzz with the thrill ride of the day, the Motordrome. And in Kentucky it was Fontaine Ferry’s white-knuckling wooden coaster known aptly as the Racing Derby. All these and more that year helped spawn the inception of the National Association of Amusement Parks, now dubbed the International Association of Amusement Parks and Attractions (IAAPA). 

Today, the IAAPA Attractions Expo is the world’s largest conference and trade show for the attractions industry and one of the 40 largest U.S. trade shows. 

So how is the event organizer ensuring the business of magic during the world’s largest theme park show? Try inking a 10-year contract with its host city, Orlando.

Like a chest-beating King Kong, Orlando’s been roaring from the rafters about how magical it is, and rightly so. Forbes.com rated the Central Florida town of nearly 243,000 residents as the next boomtown. (It’s currently holding the No. 10 spot and is the only Florida city in the report’s upper tier).

In 2010, when the IAAPA Attractions Expo descended the palm-fringed streets of International Drive (Orlando’s main hotel strip and home to the Orange County Convention Center), the event played host to more than 25,000 attendees, resulting in a registration spike from the previous year when the four-day event was held in another locale. 

After all, Orlando is considered the theme park capital and, as one insider noted, theme parks are getting more high tech and magical. 

“Most of the big new ideas in the worldwide attractions industry are introduced at the IAAPA Attractions Expo,” said David Mandt, vice president of communications for the IAAPA. “Technology has always played a role for theme parks, water parks and family entertainment centers around the world, and it continues to evolve and impact the way we do business.” 

From mobile apps with way-finding capabilities to smartphone ticketing options to 3D and 4D experiences and high-tech sound and projection systems, there are now new ways to personalize a guest adventure. 

Welcome to the 21st century of amusement parks.

For now, with film franchises and old-fashioned story books pushing the city’s theme park envelope, it’s no surprise Orlando has earned the coveted decade-long host city spot. 

Orlando’s brand: Make me smile. IAAPA’s mandate: Make people happy.

You couldn’t ask for a better marriage.

“Last year, the attendees went to a private event to see The Wizarding World of Harry Potter at Universal Studios. That was very special for them,” said Tammi Runzler, senior vice president of convention sales and services for Visit Orlando. “Their exhibitors really take advantage of the area in a positive way.”

For the 2010 event, the convention center morphed into an amusement park for exhibitors and suppliers. The parking lot was transformed into a midway, and convention attendees enjoyed the rides. 

“Inside the convention center, one could smell and sample all the traditional food and treats that the different parks have to offer,” said Kathie Canning, the convention center’s deputy general manager.

For the 2010 Opening Session, entertainment elements from each of the three main theme parks were featured. 

“The Longshoremen from SeaWorld Orlando provided comedy, Disney’s Main Street Philharmonic Band made everyone feel like they were in the Magic Kingdom and The Frog Choir from Universal Studios’ Wizarding World of Harry Potter was a hit,” Canning said.

On the client side, the IAAPA cites six attributes Orlando brings to the table as an ideal host city. 

Preferred Location—Through post-expo surveys, IAAPA Attractions Expo attendees and exhibitors have told the IAAPA they prefer Orlando as the location for their event.

Ideal Convention Center—The show, with many large, tall and heavy exhibits, fits perfectly on the single, ground-level trade show floor. Plus the convention center has plenty of rooms for the more than 100 education sessions, social gatherings, presentations and meetings.

Theme Park and Attractions Mecca—Orlando is the unofficial capital of the theme park industry, and expo participants enjoy visiting the region to see what’s new in the parks and attractions.

Cost Savings—Signing the multiple-year agreement with Orlando was the best long-term business decision for everyone involved. The agreement is generating significant expense savings over the 10-year period for exhibitors, attendees and the association.

Affordable Worldwide Access—Travel in and out of Orlando is affordable, and Orlando International Airport is easily accessible worldwide. There are accessible ports nearby, making it easier for exhibitors to ship their products to the convention center. 

And Orlando as the IAAPA’s 10-year host destination has another perk. 

“There’s always something new to see and do in the Orlando/Orange County region, and our members really enjoy seeing and learning from those innovations,” Mandt said. “The city continues to change. If it’s happening in the area of attractions and family entertainment, it’s probably happening in Orlando. The city continues to offer new hotels and restaurants, and those are also an important part of the overall expo experience for attendees.”

In 2003, the convention center and the IAAPA became fast friends when the amusement expo turned out to be the backdrop for the launch of the center’s new North/South Building. The event’s midway turned into the center’s grand opening celebration aptly called CenterFest, and invited guests for the CenterFest Celebration were escorted onto the IAAPA show floor and had a chance to see firsthand what the IAAPA show is all about. 

“[CenterFest] was the first show in the new convention center. We knew the IAAPA Attractions Expo was a community favorite. It draws so much local attention,” Runzler said. “A lot of communities don’t actually get the benefit of seeing a trade show that takes up 1 million square feet of exhibit space.” 

So the recipe to this magical trade show includes familiar partners, new innovation, a supportive local community, an ISO-certified venue and, of course, ultimately the theme park industry’s mantra: a good time. 

“Whether you’re riding a roller coaster, enjoying an ice cream cone at a water park or learning about the importance of taking care of the environment at a zoo or aquarium, attractions entertain, educate and inspire guests of all ages in a fun and meaningful way,” Mandt said. “We take people away from the realities of the day-to-day world and give them the chance to enjoy an experience with their friends and family. We are always looking for new and creative ways to deliver those experiences, and the IAAPA Attractions Expo is all about those new ideas.” One+

TAGS: International Association of Amusement Parks and Attractions , One+ November 2011 , Orlando