Marketsquare International extends its reach as CBA scraps winter Industry Conference

Christian Trade Association International (CTAI) is to open up its winter event for overseas buyers to North American retailers, Jan. 10-12, 2010, in Atlanta.

The move follows CBA's decision not to repeat its January Industry Conference and is the latest change in the industry's evolving trade show calendar.

CTAI President Jim Powell said that he expected additional exhibitors to take part in Marketsquare International—to be held at the Atlanta Airport Marriott—in the light of the anticipated domestic attendance.

"Because there's no other competing show, we feel like this is a prime opportunity to grow the event for the sake of our exhibitors by inviting American buyers as well," said Powell, predicting drive-in attendance from stores within a 500-mile radius of the venue.

More than 60 suppliers are expected to be at the third Marketsquare International, founded to provide a second buying gathering in the year for overseas market after CBA canceled its Advance convention in 2007.

In addition to opening up to U.S.-based retailers, the CTAI event will feature a special remainders focus. "We have learned that international buyers are very interested in buying remainders, as of course everyone is these days," said Powell. "We will have a special section on the floor for remainders."

CBA President Bill Anderson said that the decision not to repeat the organization's Industry Conference had been made based on feedback from retailers and suppliers urging "one show where everyone meets and major industry business is accomplished"—the annual International Christian Retail Show (ICRS)—and the need to "be sensitive to the difficult economy."

The first CBA Industry Conference in 2008, a two-day event, drew 188 retailer and supplier representatives. This year's program was trimmed to a single day and attracted around 100 attendees.

Although there will be no January event, CBA is to partner with the Atlanta Gift Mart to hold a meeting for Christian buyers attending the Jan. 8-12 gift industry show, Anderson said.

Meanwhile, there was "a great deal of excitement and anticipation" building for the next ICRS, returning to St. Louis for the first time since 1979, June 27-30. "The earlier date is being lauded, as is the advantage of going to a new city," Anderson said.

Powell said that he expected buyers' attendance at the next Marketsquare International to double this year's 74. Though some exhibitors might take two booths instead of one, the event would still be tabletop style. "We are committed to this not being a show where you have to bring a big display," Powell said.

The first 50 international registrations for the CTAI event—$50 for CTAI members—are eligible for a free night's lodging at the hotel. The show will feature bookstore training sessions and will be followed by a daylong Professional Booksellers Institute. Powell said that the new location would be more attractive to visitors, with a free shuttle from the airport and a $109 room rate lower than this year's event.