I just got back from the SCAA’s annual trade show. It was in Minneapolis from May 2-5 and brought in over 7000 people. In the next paragraphs I share my thoughts and experiences from my time there. I do it in a “Pro” and “Con” format to be fair and I hope it helps you make plans in the future (I evaluate mostly from the perspective of a retailer).
SCAA pros
-The SCAA show is the one show for the Specialty Coffee Association each year and brings in people from every aspect of the coffee industry: growers, roasters, equipment people, ancillary products, consultants, and everything in-between. There are more vendors at the SCAA show than any other coffee trade show.
-The USBC takes place at the show and brings in a lot of the best baristas in the US. It is the culmination of the regional barista competitions and the winner goes on to compete in the World Barista Competition. This is a lot of fun, a great place to meet other baristas and network with them.
-It is always fun for me to meet people I know and/or do business with as I usually only see them at shows like this. It allows for face to face communication and building of relationships. Having a solid relationship with people you do business with will give you an edge in the future. People have a harder time being a nameless corporation to people they have met and gotten to know. Also, you can get names of specific people that if ever issues arise you can call them directly.
-Networking is a big part of what I do and can be helpful for you as well. It is amazing how many things I have learned, how many opportunities have come up simply because of knowing someone or being visible. Also, many coffee shop owners/employees often feel isolated. There isn’t local organizations around in most small towns to allow for coffee people to get together. So a show like the SCAA is valuable for making opportunity for it.
-Finding new products – often times you would not find, or maybe not even try, something new or different for your store. Being able to “be sold” by the company and their products can be good. Even though I sometimes resist “being sold” I’m not always right and have occasionally been convinced of something I found later was a benefit.
-The parties – there are a few gatherings, some invitation only, some free for all, that are fun to hang out with other coffee people at. And if they are free, all the better.
SCAA cons
-For a large show (I believe about 450 vendors) the attendance was OK. I think they ended up with about 7000 plus attendees. Compare that with just over half as many vendors at Coffee Fest Seattle last year and there were about 8500 attendees there.
-Non retail focus. I know I am going to get grief over this but the focus of the SCAA is not strong for the retailer, and it shows up in the mix at the trade show. (I am not saying that the main focus of the SCAA needs to be the retailer, because the industry is made up of multiple segments and some of those segments may never be properly addressed by individual stores, chains or franchises.) But as retailer I watch closely where I spend my money for learning experiences. Compare attending SCAA with Coffee Fest.
-SCAA prices (I have summed up the prices for typical attendees)
1 day floor pass – $35
2 day floor pass – $70
3 day floor pass – $75 (These only get you on the exhibition floor, do not include any classes – and if you want to attend classes you are required to purchase the 3 day pass)
3 day floor pass and all classes – $385/$485 (before cut off date and member/non-member) or $485/$585 (after cutoff date and member/non-member)
So the average retailer is going to spend about $500 per person to attend the show.
Compare with Coffee Fest
3 day floor pass and all classes – $20/$30 (before and after cutoff date) or FREE for the many people who get a pass from an exhibitor (it is easy to get a pass and get your whole staff into the show for free, or at most under $200.
-My perception is that when I walk the SCAA trade show floor about 1 out of 2 or 3 booths applies to me the retailer. At Coffee Fest it is about 9 out of 10. Coffee Fest is very retailer focused.
-Because the focus is very much on the grower and the roaster a retailer may feel a little lost.
I spoke with a few vendors and heard that the show was lower in attendance, but they had good solid leads. For the vendor I’m sure it varies, but some get more out of SCAA and some CF.
All-in-all I always enjoy going to a trade show. I have multiple reasons for going beyond being a retailer, but it is fun to see people in the industry I rarely see, get around a bunch of people all in my industry and as always, learn something new. If I had to pay full price to get in (as a member of the press I get discounted) and then add that to my travel expenses I don’t know how many years in ten I’ll attend. For the money I much prefer Coffee Fest and feel like I get more out of it. And Coffee Fest is 3 times a year!
Any comments from SCAA attendees… or anyone who didn’t attend and why??
Ciao
