A Different Lightfair
LightFair, which traditionally has been the lighting industry’s preeminent show, was held the same time as the NAED National. While I was not able to attend this year, Linda Longo, Executive Editor of US Lighting Trends, a service of Channel Marketing Group, did attend and shared her thoughts on the show:
“The success of Lightfair 2023 is a little more complicated to gauge than in years past. For example, the past two editions were softer in attendance (both from manufacturers and visitors) due to repercussions from the pandemic that included travel restrictions and health concerns.
This year, those challenges were no longer in play, but a new one took shape. LEDucation – a steadily growing annual show with a more condensed format than a convention center, a more central location in Manhattan, and an overlap in target audience – was held 12 weeks earlier.
Furthermore, there have been other shifts occurring in the trade show world over the past 15+ years. The giant annual industry shows – for example, the International Builders Show, the Kitchen/Bath Industry Show, the National Hardware Show, the International Hotel/Motel Show, HD Expo, to name a few – have undergone significant changes and, in some cases, consolidation. Add to that, the rising cost of business travel over the years, the steady increase in business and projects in the construction and remodeling market that have kept distributors incredibly busy, challenges in workplace staffing, and an aging population of those used to making an annual pilgrimage to a trade show to see new products before the internet era.
Taking all of that into account, many trade shows today are not as robust as they once were. When it comes to lighting technology, Lightfair was the must-see trade show for previewing where the commercial lighting industry was headed. The mid 1990s-early 2000s were all about developing technologies such as CFLs, fiber optics, and eventually LEDs for mainstream use. The giant leaps in research and development that we saw back then and that created palpable excitement on the show floor have leveled off. Technology continues to evolve, of course, but in smaller increments. And just as lighting technology was evolving, so was the internet and the digital platforms available for manufacturers to unveil their latest product developments whenever they wanted to, without waiting for a trade show.
So that brings us to this year’s Lightfair. I think the majority of attendees who came to Lightfair last week were not disappointed due to two factors: either they came primarily for the educational sessions and walking the trade floor was a secondary benefit, or their expectations were lower since it was widely known that many of the large-scale lighting draws (Signify, Acuity, Current, to name just a few) that had booths at LEDucation in March were not exhibiting at Lightfair in May.
While the absence of some major brands made for a different kind of Lightfair experience, it also paved the way for smaller companies to receive attention they might not have gotten at previous Lightfairs.
Linda’s article continues with observations on:
- First timer Quebec-based outdoor lighting manufacturer ZiLux.
- Vermont-based ProLume’s partnership with PERFEKTLight™ to provide a tunable LED technology that corrects hue error, improves CRI, and can synchronize color and spectra to match sunlight.
- Canadian manufacturer LED Smart showcased its GROW3 horticulture lighting line.
- There were many long-time Lightfair exhibitors at this year’s show. While Legrand US’ first time that its Wisconsin-based company Kenall Lighting which was a first-time exhibitor.
- Also part of the Legrand US booth was OCL, which manufactures its architectural lighting products in St. Louis.
- Upstate New York-based domestic manufacturer 2nd Avenue Lighting, part of Meyda Custom Lighting,exhibited.
- AFX, noted attendees were interested in a variety of products for their projects.
- American Lighting, a regular exhibitor at Lightfair, prominently featured its Prizm Lighting division’s highly flexible NeoFlux 360 series.
- WAC Lighting constructed an immersive Experience Center for attendees, complete with guided tours of its new Aether Atomic series and WAC-STRUT Framing Projector.
Read Linda’s complete article on US Lighting Trends.
Linda’s comments were a somewhat different “take” on LightFair.
Going into the show many had ratcheted down their expectations of LightFair given that:
- LEDucation was recently held in New York, to rave reviews. It also had more exhibitors than LightFair was promoting at the time.
- Last year’s LightFair disappointed many from a booth and number of attendees viewpoint.
- A number of “name / major” manufacturers were not exhibiting this year.
- And LightFair downplayed the importance of the show as a lighting bellweather, moving the show to an ever other year cycle claiming it supported manufacturer product development cycles (which suddenly changed?), but more accurately addressed issues of increasing costs and exhibitor concerns regarding ROI … and New York is an expensive city for attendees to travel to when the conference ROI is diminished annually if you are not attending the educational session.
Linda saw the potential benefit, perhaps a future positioning, of a smaller, more “niche” LightFair … the possibility of a show that is focused on smaller manufacturers and specifiers that are looking for something “different.” Perhaps the show’s roots go back to creativity and a focus on lighting designers / specifiers? It may mean different, more affordable, cities which, potentially, could attract more exhibitors due to affordability. But that is only if LightFair could accept being smaller as it appears that LEDucation has overtaken LightFair as the “must go to” show.
- Randy Reid, from the Edison Report, had a different take on LightFair. While positive on some exhibitors, (Day 1, Day 2, Day 3 notes) the end summation was “disappointing’ and Randy shared what he thought LightFair should do.
- Al Uszynski, from Inside.Lighting, was similarly disappointed.
And both shared their thoughts on what LightFair should consider.
Additionally, I had text feedback from lighting agents, and others, who attended that shared:
- “Turnout was not very good and it’s visibly the smallest LightFair I’ve ever seen.”
- “You wouldn’t believe how many people are selling EV chargers are here.”
- “I know COVID has been going around, but I really don’t think I am at risk here.” That’s how slow / dead LightFair was!”
- “The show floor was really spread out because they were trying to make it bigger than it was. Lots of small booths (like last year) from companies you never heard of.”
- “I spoke to several participating vendors who were visibly frustrated at the spend … one even said he figured it was something like $2500 per qualified customer that he spoke to.”
- “I planned to stay for 2-3 days but walked the show in less than 1 day and left.”
After the conclusion, rather than announcing the dates and location for the next show (which was supposed to be 2025 in New York), there was, essentially, no announcement and some confusion / retractions. Essentially LightFair, and its associations, are going to regroup, solicit input and come up with Plan B or perhaps Plan C and figure out a path forward.
Rather than “when”, the question may become more fundamental as in “what should LightFair be in the future?” Who is its targeted audience? What, realistically, is affordable for manufacturers and attendees (as this also impacts the “where”)? When is a “good” time, especially given the number of lighting shows that exist? Where does a LightFair exist in a manufacturer marketing mix? What is needed for the show’s patrons from a financial viewpoint … it is a revenue stream for three entities.
Much for them to think about.
- If you attended, reaction?
- If you didn’t, why not?
- Any feedback for LightFair?