USA - The Consumer Electronics Association (CEA) is strengthening its ties with its home away from home in Las Vegas by establishing an international marketplace in the city to host overseas visitors.
The CEA has obtained the rights to the 'World Trade Centre, Las Vegas' trademark from the World Trade Centres Association and, according to EW's US partner Trade Show Executive, it has also formed a corporation that will develop plans for the facility and look at potential locations.
A timetable for the project was not announced. However, president and CEO of the CEA, Gary Shapiro, noted the CEA would license an existing facility in Las Vegas.
Shapiro said stepping into the World Trade Center arena would help its member companies maintain its marketing presence in Las Vegas beyond the massive International Consumer Electronics Show (CES) in January. The CES is regularly one of the largest trade shows in North America. “Las Vegas is increasingly an international business designation and we want to focus the world's companies on the many opportunities to do business with the many organisations who participate in trade events in Las Vegas,” said Shapiro.
Of particular interest to the CEA and the Las Vegas visitor industry, according to Shapiro, is the increasing flow of international business travelers to the city. The World Trade Centre, Las Vegas project will provide a year-round destination for those visitors, CEA member companies and the CES. “This is not about venue management, it's about a specific venue positioning itself as the center for international business visitors to Las Vegas,” Shapiro told Trade Show Executive. “More, international attendees are important to the future of our show.”
