SPOTLIGHT California dreamin‘ or nightmare: Nepcon West or APEX?

Is this shaping up as the real Y2K headache? Two trade shows by reputable organizations slugging it out for dominance of the industry. In close proximity: within 30 miles and inside of two weeks. But without a single day of overlap so you could attend both shows in a row Is that too foreign a thought? Or could it be theSolomon solution?

A proven tool of market articulation and a corrective for stalemate and monopoly. But to the detriment of the very market participants it is meant to serve? Case in point: The heated race between Nepcon West and APEX, established leader and new kid on the block. Back in 1998, the conflict grew out of the dissatisfaction of major industry segments, namely the vendors of pick&place equipment, reflow ovens and related goods. It was about high rents and other grievances, besides the grumbling over booth selection and location – the usual stuff of which every show director in the world gets an earful all the time.

But here the rebellion of ten or so influential assembly equipment vendors turned into a full-fledged revolt, and secession. They are now running their own show: APEX (Electronics Assembly Process Exhibition) under the tutelage of IPC, free at last of all the pains and pressures at Nepcon West.

Both, Nepcon West and APEX, have a considerable topical overlap. For the big guys in placement, who pushed it through, it’s easy: you’ll find them all at APEX, from Amistar to Universal. And not at Nepcon anymore. If placement gear is what you want to see, APEX is your place and time. If you must also evaluate test equipment, tools and other related goods and services, you may be out of luck. Your favorite exhibitor may be at the „other“ show – and only there. Worse, you may be in for a double trip – February 27 to March 2, first to Anaheim, and second, March 12 to 16, to Long Beach, California too.

Such is the situation of many small and mid-size exhibitors that want the full-spectrum competitive environment that they traditionally got at Nepcon West: Forget it. It’s gone. Game over. At least for now. And that’s what is really frustrating, despite the substantial reduction in booth rental to $19 per square foot at both shows. What we had was one show of national stature rivaling Productronica, says Frank Murch of Asymtek. Now it’s two shows of just regional importance.

Some, like Nicolet Imaging Systems, have taken the plunge. They need to be in both places, because their competitors and their customers are there. It’s not so much about the expenses, says Nicolet marketing manager Doug McClure. Booth rentals at both shows are half of what they were at last year’s Nepcon West. „We can go to both shows with last year’s marketing budget,“ McClure says. „It’s actually to our benefit – we get double exposure at the same cost.“ Maybe the local proximity of the San Diego-based company was helpful in this decision.

Good for exhibitors with no heavy equipment to drag along and no large staffs to tear away from their desks. But no double pleasure for attendees who come to Nepcon West uninitiated about these finicky changes and find their favorite vendors missing from their familiar spots:“Off to APEX – come see us there in two weeks‘ time.“ How about the romantic spring vacation in Southern California that you always dreamed about, courtesy of your client or employer? This year, it’s in your reach.

The down side: „Everybody is resigned to the two shows and to the split of the industry in separate interests,“ says James McIntyre of the Oddo Group, whose major clients have had to face the difficult choice of exhibiting at both events. „It is unfortunate because the marketing people have to go twice.“ Crossing a continent or an ocean each time in the process.

If you listen to industry voices and whispers, the year 2000 might be the exception to the rule. Nepcon West organizer Reed Exhibitions, we hear, is still negotiating with some of those who left for APEX – offering fresh concessions and wooing them to return in 2001. Nobody, we hear, has signed multi-year contracts yet. It’s wait-and-see, and thorough analyzing after this year’s events have come and gone. Grumbling has set in over at the brand-new APEX, too. Allegedly, it isn’t as well promoted as Nepcon West. The booths at APEX 2000 are small and a portion of them must be filled densely with live equipment. There are no expensive banquets, no flashy slumber parties to attend. But, as one of our sources acerbically remarks: It’s one thing to say we reduced the food budget. The other: now we have nothingto eat.

Werner Schulz