Particular visitor David Audrain, CEO of Exposition Improvement Firm, joins the Suite Spot to debate the upcoming 2025 Unbiased Resort Present Miami and the way Expo DevCo develops, facilitates, and hosts the conference. Attendees can even be taught what they’ll look ahead to from this 12 months’s occasion and way more within the episode.
Ryan Embree:Welcome to Suite Spot, the place hoteliers verify in, and we take a look at what’s trending in lodge advertising. I’m your host, Ryan Embree. Hiya everybody, and welcome to a different episode of The Suite Spot. Now we have reached the crescendo of our Unbiased Resort Present sequence. It’s quick approaching right here and with me to preview the Unbiased Resort present. Miami received a really particular visitor, David Arin, CEO, and associate of Expo Devco, which owns and produces the Unbiased Resort Present Miami. David, thanks a lot for becoming a member of me. I’m excited to speak about this occasion that’s simply across the nook right here.
David Audrain:Thanks, Ryan. I’m very pleased to be right here with you and all the time pleased to speak about our present.
Ryan Embree:Sure, it’s an unbelievable present. We’re gonna speak in regards to the historical past, however earlier than we get into speaking in regards to the present, what you will have equipped for Miami Seaside in September. I wanna first discuss perhaps your profession journey and what led you to Expo Devco and your involvement with the Unbiased Resort present, Miami.
David Audrain:Properly, I’ll, I’ll strive to not bore all people with an excessive amount of element, however, I grew up in Europe, to a English Father, American mom, born within the us, grew up in Europe, little island of Jersey, the unique one, not the brand new one. Proper off the French Coast. Really, my father and his father’s enterprise earlier than was a Inexperienced Grocers, wholesale and retail inexperienced grocery enterprise. So, I really was strolling within the again doorways of kitchens of unbiased lodges from a really early age and all the time had some good contacts and good associates within the lodge enterprise rising up and going ahead. Ended up leaving Europe and shifting to the US Again in 1989, I’d bought a expertise enterprise and moved to the US and ended up working for an affiliation, occurred to be the Texas Restaurant Affiliation. And my very first commerce present was a considerable present in Texas for the restaurant and hospitality business. And that’s what received me hooked on the commerce present enterprise. So I’ve now been within the commerce present enterprise for 33 years, and labored for a number of main, among the largest commerce present organizers on this planet. I’ve produced among the largest commerce exhibits on this planet, the whole lot from the most important automotive aftermarket present to the most important flooring masking present to the most important attire style, manufacturing business exhibits. And ended up operating the North American enterprise for a significant European firm referred to as Messer Frankfurt. Ran that for seven odd years. After which in January of 2012, my associate, who occurs to even be my spouse, Stephanie Everett and I left that enterprise and began Exposition Improvement firm, Expo Devco. We’ve partnered over time with a number of corporations out of Europe and produce totally different exhibits. And the one which’s clearly related to right here is the unbiased lodge present. The corporate that initially launched the Unbiased Resort present in London is an organization referred to as Montgomery Group. They’re a 130 12 months previous household exhibition enterprise. They usually had began the Unbiased Resort present in London, greater than a dozen years in the past. And I occurred to go to it and speak with my associates that owned the Montgomery and actually preferred what they had been doing with it, the particular area of interest for unbiased lodge, unbiased luxurious boutique lodge operators. And that’s how, that’s how we, we first received began.
Ryan Embree:It’s an unbelievable story. You’ve seen all of it, however hospitality being the one which introduced you into, being your first present, I feel is tremendous particular to listen to. And that’s, I feel the great thing about hospitality, David, is that, you already know, all of us get to expertise it. Perhaps a few of these different, perhaps a few of these different companies or exhibits that you simply’ve been part of, you may probably not be in that enterprise, however we’re all within the enterprise of hospitality, proper? We get pleasure from going to eating places, we get pleasure from touring, and all of it circles again, which makes only for the proper and a cause why lots of people fall in love with our business and a few of our company even on this unbiased lodge present present sequence, you already know, actually didn’t begin in hospitality, however fell into it and have had a long time lengthy profession since. You realize, one of many issues I’m positive placing on all of those occasions that we’ve talked about earlier than, David, is you’ll be able to’t simply throw a a present wherever and hope it’s profitable. You and your crew picked Miami Seaside, some would argue the unbiased lodge capital of the world. Why is Miami Seaside simply absolutely the excellent location for the present right here within the us?
David Audrain:You’ve received it proper. I imply, the hospitality business is all encompassing and the folks which might be in it from each aspect and of the world and {the marketplace}. And, however they are surely within the hospitality enterprise. I say I grew up round lodges and eating places. I’ve clearly loved touring most of my profession and life and skilled much more than the typical the typical traveler on the market. After we first began speaking about bringing the unbiased lodge present model to the us, clearly we did our analysis. We appeared into the, {the marketplace} and there are nice locations round North America, that may very well be hosts for the present. However what we actually wished to have a look at is the place may we create a base that may create a basis to launch the present? As a result of to be trustworthy with you, launching commerce exhibits shouldn’t be for the faint of coronary heart. It’s not simple. It’s a really aggressive panorama. And at this time in comparison with, you already know, 10, 20, 30 years in the past, it’s most likely much more tough as a result of folks —
Ryan Embree:Properly, in an business too, David, the place hospitality, I imply, time is likely one of the largest belongings for, for any person in hospitality. So for, for somebody, an unbiased hotelier, to have the ability to say, Hey, I’m going to a present for a day and a half, you already know, as lengthy, nonetheless lengthy that’s, needs to be tremendous compelling. And I feel that you simply and your crew have performed a fantastic job of making a lot worth and saying, you, it is a should be at present. It’s going to be value your time after which some.
David Audrain:Precisely proper. Now we have to create, we folks don’t go to commerce exhibits only for the heck of it. They go as a result of there’s worth, there’s worth for his or her time, and it’s, and time, you’re precisely proper, is the primary standards for worth for everyone getting concerned in it. And so in wanting in doing the analysis, we checked out many locations and Miami Seaside is actually only a nice match for a number of causes. One, Florida on the whole has one of many highest concentrations of unbiased lodges, within the nation. And inside Florida, clearly Miami is a real mecca of unbiased manufacturers, each, upscale and midscale. And so, that grew to become , hub to have the ability to deliver a extremely nice native base to the present, but in addition, when it comes to with the ability to appeal to folks from all through North America. And now we have folks coming from Central America, Canada, west Coast, you identify it. We additionally wished to have the ability to make it, simple and engaging. So when it comes to the Caribbean, when it comes to Central America, Miami’s clearly a vacation spot for a lot of, and it’s very engaging for that neighborhood to return in. And if you happen to’re within the north, you already know, north of the nation and in addition in Canada, September, and Miami’s not a nasty place to be. And naturally, the overall elevate, the overall attraction of town itself, the airport entry, all make it very handy and really simple for most individuals to have the ability to get there in a one cease hop.
Ryan Embree:And one of many underlying themes that we’ve had all through this sequence, David, is speaking to among the advisory board members, which we’re gonna discuss right here in a minute, is the theme of unbiased lodges actually embracing the local people. And I feel Miami and Miami Seaside specifically, has such a powerful tradition is a powerful cultural heart. And it’s felt all through the present, it, it’s actually embracing Miami. And I feel if you take a look at the bigger unbiased lodge, simply neighborhood and enterprise mannequin, that local people needs to be ingrained in there as a result of loads, as a result of the, probably the most profitable unbiased lodges are those the place the locals actually embrace it. And it feels such as you’re going to, vacationers after they, after they go to a special market, they don’t wanna really feel like they’re simply going to a different place. They wanna really feel like they’re part of town that they’re touring in. Unbiased lodges have a really distinctive worth proposition, for vacationers and might embrace that just a little bit in a different way than perhaps your flagged or branded properties there. Let’s swap gears to your advisory boards. Very intentional, David, that you simply simply boast such a formidable, deeply engaged advisory board. This was intentional by you and your crew. How has that group helped form the path and actually propelled this present to the place it’s at this time?
David Audrain:Actually, advisory boards to us are a key factor of how we construct a brand new present model. Now we have present in launching exhibits in lots of industries over time, that it, as a lot as we’d assume we learn about a market, if we’re not notably ingrained in that market, we we’re not gonna know the whole lot we have to know. So creating an advisory board, particularly of the goal purchaser viewers is what we do is the first step, we begin engaged on two for 2 causes. One, most significantly, to verify we’re educated on what the wants of that market are. What are they, what are they gonna get worth out of? What sort of schooling, what sort of of vendor assist on the present are they gonna discover helpful and fascinating? And extra importantly, what can they share with us to assist us develop the appropriate engaging content material across the present that may deliver extra like them, to the present.
Ryan Embree:I like that. And, you already know, I need to thanks for giving me the privilege to talk to a few of your advisory board members. This sequence has simply been extremely, actually showcasing the eclectic assortment of unbiased hoteliers. I imply, we began up in, New York with Cat Woods, we simply spoke with Nicholas Gold on the market in southern Utah and Gabriel Perez down in, South Carolina. So you actually have taken hoteliers from everywhere in the nation. However I feel it’s so necessary as a result of though as unfold out as they is perhaps and totally different, their markets is perhaps, you already know, unbiased lodges nonetheless face very related challenges. And it’s areas just like the Unbiased Resort present the place you’ll be able to community peer-to-peer, get collectively, speak by means of a few of these challenges, see what traits you’re seeing. I imply, that you simply discuss AI and expertise, proper? And the way a lot that’s modified within the final three months, not to mention a whole 12 months. So to have a practice of going to the unbiased lodge present 12 months after 12 months and saying, you already know, what are you, what have you ever applied at your property? You realize, what are you seeing? What traits, how is that this impacting you? Worldwide journey is a big matter proper now, and it’s all taking place right here September seventeenth & 18th in Miami Seaside. A fast reminder to our Suite Spot listeners use promo code EMBREE25 for a complimentary registration. We’d like to see you there. You and your crew have performed a unbelievable job, David programming lining up in some extraordinarily highly effective panels. What are among the classes, conversations that you simply’re most wanting ahead to this 12 months?
David Audrain:Properly, I admire you, letting us speak in regards to the content material that’s taking place as a result of, you already know, there are two actually key parts of why folks go to exhibits. And once more, I’ve been doing this an terrible very long time, 33 plus years now in lots of industries. And over that complete time we’ve been surveying our prospects and we proceed to yearly. However from an attendee perspective, they arrive on the lookout for three issues. They’ve all the time, it doesn’t matter what business, what area, something in regards to the exhibits. Individuals come to seek out new merchandise and suppliers, they arrive for schooling they usually come for networking. These are the three issues they arrive to exhibits for. So each time we, each, we maintain that in entrance of thoughts in the whole lot we do about making a present. We maintain these three parts. What’s, how is one thing we’re doing going to have an effect on the flexibility to ship these three issues? By way of the content material itself, I feel there’s some nice matters and I completely zero duty for any of them. Our advisory board has been key to it, and our crew have labored very intently with them to develop matters. So a few of them that come to thoughts. I do know the primary time we’re having a brand new session on the significance of meals and beverage and the way lodges are shedding income to issues like DoorDash and Uber Eats, even after they have their very own kitchens and restaurant services. And in reality, the founding father of Indigo Street Hospitality Group, Steve Palmer’s gonna be talking on that session. Properly, and I feel that’s gonna be very fascinating for a lot of. We additionally, one of many issues that’s comes up loads from the independence and notably has been among the ranking packages, and we’ve received some, a fantastic session, by Gina Taylor from the Forbes Journey Information. We’re gonna be speaking about how rankings are measured and issued and the way it works and what these unbiased hoteliers ought to learn about how they’ll enhance their rankings, as they go ahead. I feel that’s gonna be very worthwhile, for lots of the independents on the market as we undergo.
Ryan Embree:Yeah, completely, David, I imply, these are, these had been two matters and themes that had been, once more, underlying all through this whole sequence, the significance of meals and beverage used that as a differentiator between among the totally different branded lodges perhaps in your market. After which, yeah, rankings are, are so necessary, proper? We’re all the time, as unbiased lodges making an attempt to point out the place we stack up towards competitors in our space. So making an attempt to determine how can I present worth to my traveler, which is generally that analysis now nearly fully performed on-line. Now there’s new avenues of doing that analysis by means of LLMs Chat, GPT, you already know, how will you be put able to succeed? And I like what you stated in regards to the schooling is actually simply type of the, the start line, an icebreaker for lots of those conversations. And that’s what I are inclined to do when, after we’re masking these occasions, is speaking about among the classes and the way it relates again to that exact individual, that particular property or market. And I feel that’s what actually helps among the greatest occasions I’ve been to have one of the best programming. And that for some cause, you simply really feel the networking was wonderful at that present, nevertheless it actually, it stems from the tutorial and the programming that’s put collectively. As a result of if these matters are compelling sufficient, these conversations now bleed into your networking occasions that, that theme of community. You stated these had been your three pillars, proper? Networking being certainly one of them. How have you ever included that into this 12 months’s occasion, and what can company look ahead to from a peer-to-peer connection standpoint?
David Audrain:A number of issues, as I stated, as a part of the teaching programs. And in reality, now we have two schooling levels, on the present flooring. So that they’re built-in totally into the present, and that’s purposeful, as a result of what we discovered is that lots of people need schooling they usually, they price it extremely, however then after they get on the present, get to an occasion, they have an inclination to get distracted by all of the folks they’re speaking to and the folks merchandise they’re seeing and and the like, they usually are inclined to overlook in regards to the schooling when it’s buried off the off within the constructing some place else. So what we’ve performed purposefully is construct these two levels on the present flooring themselves, our innovation stage being targeted very a lot on the, the kind of content material I used to be simply speaking about, hoteliers, speaking to hoteliers on these explicit particular matter. Our second stage is our enterprise heart, and that is extra of a product and repair pushed new applied sciences, new merchandise, new data that a few of our key suppliers companions are in a position to share with hoteliers. And that’s the place you’re gonna be taught the most recent about, you already know, AI and among the new applied sciences which might be out, issues like that. And these, these alternate these levels alternate so that individuals can go from pop from one to the opposite. And in between these classes on the present flooring, now we have two particular networking areas, our foyer lounge and in the course of the ground and our nook bar. And each of those areas can be simple, relaxed areas for hoteliers to sit down out and community amongst themselves and make the most of being, once more, all on the present flooring, multi functional place that they’ll work together with the suppliers which might be exhibiting. They will take a look at the merchandise, they’ll community with one another, they’ll expertise the schooling all collectively.
Ryan Embree:Yeah, you already know, there, there’s one thing, the Unbiased Resort present is certainly one of my favourite occasions to attend yearly due to that power that you simply really feel, proper if you stroll in, you bought that music going, all people, you already know, you begin to really feel, you’ll be able to inform how nicely a present is gonna go primarily based on, you already know, if you first stroll in. And the unbiased lodge present completely brings that power. And people networking areas are all the time buzzing business influencers. You may stumble upon somebody, distributors, manufacturers, hoteliers. It’s actually the place to be. And you already know, the, the final pillar that you simply talked about was connecting these suppliers to unbiased hoteliers. And we’ve talked over time to unbiased hoteliers about how necessary that’s as a result of the manufacturers, they’ve tons of leverage, proper? They’ve received hundreds of those, tens of hundreds of those properties that they’re in a position to, you already know, actually get one of the best offers, join you with one of the best distributors. They’ve received these massive, you already know, checklist of distributors, suppliers you can select from, unbiased lodges. It’s just a little bit totally different. It’s just a little bit tougher on the market. So it’s occasions like this the place you’ll be able to join on to suppliers, the most recent expertise. Inform us just a little bit about how the Unbiased Resort Present connects provider to hoteliers.
David Audrain:The commerce, the entire commerce present mannequin actually goes again millennia, goes again to markets in, you already know, in, in historical occasions. One of many key parts in regards to the worth of commerce exhibits is solely bringing consumers and sellers collectively in an setting that creates a chance for folks to seek out new merchandise and new suppliers for service corporations, service suppliers and merchandise sellers on the market. It’s very exhausting to get within the door of any person new bodily to really, when any person calls you up, if you happen to’re even reply the cellphone. You realize, your willingness to present any person you don’t know time in your workplace, in your property to return and truly present you merchandise is restricted. And it’s very exhausting for these corporations to get into these new product.
Ryan Embree:Properly, and I might, I, once more, David, I might even argue tougher for hoteliers the place you possibly can be getting a name from linens,after which unexpectedly your pool provider, echo Lab, you already know, all of those totally different suppliers inside an hour timeframe that has to do with so many parts of your small business. Hospitality is a really sophisticated enterprise mannequin.
David Audrain:Precisely. And what we, you already know, within the commerce present enterprise, what we all know is that any person who wouldn’t provide the time of day on the cellphone, or definitely wouldn’t allow you to arrange an appointment to return and, and pitch them of their workplace or their lodge can be 100 occasions extra more likely to spend 5 minutes at your sales space on a commerce present flooring. It’s the most, commerce exhibits are probably the most environment friendly method for each consumers and sellers to analyze new services. For a purchaser, you’ll be able to come and you may see 100 new merchandise and suppliers in a day. You may’t try this every other method. And for a provider, you may get in entrance of a whole bunch of latest potential prospects or present prospects in a day you can’t presumably do every other method. And extra importantly, even if you happen to may get 100 hoteliers to present you a gathering of their property, you definitely couldn’t do it in a day, and also you definitely couldn’t deliver your, you already know, your sales space or your, your showroom to them because it goes ahead. In order that’s why commerce exhibits, I imply, commerce exhibits as a, as a instrument are greater at this time than they’ve ever been.
Ryan Embree:I need to discuss that, David, ’trigger I’m positive it is a, hear, you’re the primary visitor on our present that has this a lot expertise within the, within the reside occasion and commerce present house, and doubtless can be right here, for our subsequent dozens of episodes. However I wanna decide your mind about that, as a result of I’m positive there have been numerous occasions, you already know, you consider over 30 years, you bought the good recession, you had clearly the pandemic that I’m positive in every a type of areas, there have been occasions the place folks had been telling you, Hey, that is it. That is the, let’s go forward and begin digging the grave for reside occasions and commerce present. We heard it on our finish again in, in 2020. How has it advanced in in that point? And also you’re proper, I I really assume, particularly with the rise of AI and expertise, these peer-to-peer connections are going to be extra genuine, significant relationship constructing than it’s ever been. Speak to us by means of a few of that evolution, David, ’trigger I’m positive you bought some nice perception there.
David Audrain:Yeah, it’s true. I say I’ve been doing this because the early nineties. And I used to be with the, on the time, on the late nineties, I used to be with, I had a senior exec position operating a division for then, the most important commerce present administration firm producer on this planet. And round these late nineties, you already know, expertise was going loopy. The web was exploding. And once more, at the moment, as you rightly stated, all people stated, nicely, with the web, why do we’d like commerce exhibits? Why would we’d like, you already know, all people can go discover the whole lot on-line. And the fact is, you’ll be able to’t contact it, style it, really feel it, work together with it, you already know, you’re not gonna spend no matter you spend. I’ve received one other present the place we promote, the place it’s a producing, they usually stated, large machines. Individuals aren’t gonna go purchase large machines with out seeing them. They usually, you already know, they’re not gonna, I’ve run exhibits within the materials and style business and the like, and no one’s gonna purchase a sheet with out feeling it. No one’s going to, you already know, no one’s gonna purchase meals with out tasting it. These kinds of issues don’t occur on-line. And so whereas the, you already know, whereas all people thought to all people, a big portion of the world thought that commerce exhibits would, you already know, disappear as a result of the web would change the whole lot. What occurred is the web supplied the flexibility for commerce exhibits to develop into much more worthwhile as a result of the flexibility of with the ability to customise data, of sharing personalised data wants grew to become way more worthwhile and way more genuine. And the chance to create that hyperlink grew to become way more environment friendly. The pandemic was, was devastating. The COVID-19 closed our business down globally for a one to 2 years in many alternative locations. Our personal firm didn’t produce a reside occasion for 18 months. It was devastating, however what occurred afterwards is the necessity for that interplay, that face-to-face interplay exploded the business again to the purpose the place inside actually three years, the business was as massive because it was previous to the pandemic. And at this time is even greater globally as an business. So I, you already know, I’m just a little self-serving. I’m within the business. I produce commerce exhibits, however I personally imagine very a lot that commerce exhibits will all the time have a spot and they’ll proceed to develop in significance and worth to folks, as a result of you are able to do extra and a reside occasion than every other means.
Ryan Embree:I had the privilege of attending, you already know, some exhibits early 2021, 2022, and I might argue the fevver and fervour that individuals got here again to, these reside occasions had been totally different. It was a very totally different present. There was similar to this exhale of like, okay, that is, and the conversations had been extra significant. It was simply, you already know, we all the time talked about revenge journey on the leisure aspect, folks coming again and lacking that, in fact, all people missed occurring trip, however I don’t know, you already know, you communicate to numerous enterprise professionals, I don’t know what number of of them had been like, man, it simply feels good to attach once more with peer-to-peer, you already know, a few of these folks. And I nonetheless assume that that’s nonetheless taking place at this time with the exhibits which might be taking place. And, you already know, you and your crew have performed, like I stated, a fantastic job to type of set this present up for achievement, publicity and development. And it truly is the should attend occasion for unbiased hoteliers distributors within the unbiased lodge house. That’s type of my pitch, however David, I’m gonna provide the flooring to, you already know, a few of our Suite Spot listeners. What would you say to any person who’s perhaps contemplating attending this occasion for the primary time?
David Audrain:It’s solely our third version right here within the US. So we’ve been, you already know, in development mode, in constructing mode, for the present, the model, you already know, been a lodge present, in London’s been round for over a dozen years. It’s been in Amsterdam for since previous to the pandemic. And final 12 months they expanded it into Munich as nicely. Our colleagues over there, Montgomery are doing a superb job. However that is solely our third version right here within the US. And what now we have performed is focus completely on what the luxurious unbiased boutique lodge operator wants. So our focus may be very a lot on the complete vary of the whole lot from lemons and bedding to furnishings and decor to expertise and providers, all, the whole lot that they might want to run their, their lodge property. However most significantly, we’re targeted on the truth that these, these are independently minded hoteliers. They’re taking a look at methods to ship a singular expertise with their property. And so we wanna make certain they’ve a variety of merchandise and repair suppliers, to assist them and of all ranges as nicely. So luxurious properties are gonna discover lots to seek out on the present and to work with. Mid-range properties are gonna discover lots, as they go ahead. And that’s our, that’s our primary aim is delivering an ROI for the attendees that justifies them. Spending their time, offers them numerous takeaways. You realize, if you happen to, if you happen to don’t go away a commerce present occasion like this with some new concepts and a few new suppliers and merchandise that you simply wanna take a look at, then you definitely haven’t actually tried as a result of it’s positively there for the taking.
Ryan Embree:Yeah. And also you’ve performed such a fantastic job, like I stated, listening to the suggestions from the advisory board, from the attendees themselves annually that we’ve been there, been in a position to cowl the occasion. We’ll be there once more, clearly this 12 months in September in Miami masking the occasion. We’ve seen increasingly innovation, increasingly, simply development in that, in that present. So such a pleasure and privilege to be, be part of it. I need to thanks, David, for taking the time outta your busy schedule. I hope to see you clearly in September in Miami, together with all of our Suite Spot listeners. Any remaining ideas earlier than we shut down the episode at this time?
David Audrain:All I encourage listeners to do is, is go to our web site, IndependentHotelShow.US. There you’ll be able to see the good advisory board members and model ambassadors which might be collaborating and supporting us. The entire organizations, which might be supporting the present and collaborating within the present. AHLA, for instance, is performing some nice classes on present advocacy work in addition to points very pricey to all people’s coronary heart on the human trafficking consciousness, et cetera. And likewise you’ll be able to see our checklist of suppliers which might be collaborating within the present and get a and begin planning plan for the type of merchandise you wanna take a look at, plan for the classes you need to attend, and get along with some lodges and plan a while collectively to community and share and, and have meal someplace in a fantastic metropolis of Miami Seaside.
Ryan Embree:I’ll be tuned into the session on podcasting and advertising for unbiased lodge exhibits. Thanks David, a lot once more for taking the time and becoming a member of me right here on the Suite Spot.
David Audrain:Thanks, Ryan. Respect it.
Ryan Embree:Thanks a lot and we’ll speak to you subsequent time. And hopefully we’ll see you down in Miami Seaside in September. We’ll speak to you subsequent time on the Suite Spot to hitch our loyalty program. Make sure you subscribe and provides us a 5 star ranking on iTunes. Suite Spot is produced by Journey Media Group. Our editor is Brandon Bell with Cowl Artwork by Bary Gordon. I’m your host Ryan Embree, and we hope you loved your keep.
