Tradeshows operate leaner, are more selective about who attends, and increasingly employ technology like AI-enhanced matchmaking and hybrid conferences to meet the changing demands of beverage B2B. Photo credit: SCA/Skandia Shafer
Spending at US-based tradeshows ($15.8 billion) exceeded pre-pandemic levels in 2024, but with fewer exhibitors, fewer net square feet of exhibit space, two million fewer attendees, and less real revenue* The Center for Exhibition Industry Research (CEIR) combines these metrics quarterly to calculate an exhibition industry index, which is still 10 points below 2019 benchmarks.
While more of a “claw-back” than a bounce, CEIR stats demonstrate that tradeshows are successfully navigating a difficult transition.
“The exhibition industry is poised to gain from the intrinsic business value of face-to-face participation,” says Adam Sacks, president of Tourism Economics, an Oxford Economics Company. Progress is slow, but the industry will recover, writes CEIR, a Dallas-based non-profit that provides business intelligence for better events. Researchers project the US exhibition market will generate $17.3 billion by 2028. Growth rates vary from a low of 3.3% to 4.5% for the US through 2030, with Global Market Insights projecting a 7% compound annual growth rate (CAGR) globally through 2032.
The Dallas-based Center for Exhibition Industry Research (CEIR) quarterly performance index (above) measures overall exhibition performance for events occurring between Q1 2022 and Q3 2024 compared to the same quarter in 2019 (baseline 100). The latest results show a slight upturn relative to Q2 and continued improvement compared to the 14.6% Q3 2023 shortfall. As of October, 33.8% of all events have surpassed their pre-pandemic CEIR Total Index performance. “This represents a significant increase from Q3 2023 when only 25.9% of events held in that quarter surpassed 2018 results,” writes CEIR. To learn more, visit: www.ceir.org
The following trends describe the ongoing transformation of the 44,327 US businesses that produce B2B and B2C events.
Virtual Platforms: Tradeshows are transforming into virtual platforms capable of continuously marketing on behalf of exhibitors. Interactive features like 3D exhibitor booths, live streaming, and on-demand content have led to the now dominant hybrid models that make in-person and online experiences possible. Attendees can access webinars, seminars, educational and research presentations, product demos, and networking sessions virtually, ensuring broader reach.
Matchmaking and Networking Innovations: Many beverage tradeshows, including National Coffee Association (NCA) and Specialty Coffee Association (SCA), use AI-driven tools to connect buyers, suppliers, and distributors based on shared interests. These platforms introduce sellers to buyers, suggest meetings, manage schedules, and facilitate one-on-one meetings onsite or via video calls.
Event Design: Hybrid formats allow for live-streamed keynotes, interactive panels, and pre-recorded sessions. International stakeholders who cannot travel due to busy schedules and costs now participate remotely. Meeting a prospect face-to-face at a tradeshow costs about $142 per meeting, about half the $250 it costs to meet a prospect at their office, according to CEIR.
Many shows use digital tools to facilitate further networking and connect sellers with buyers.
Regional Appeal: Attendees and exhibitors find traveling shorter distances to attend regional events less expensive and time-consuming. Exhibitors are often geographically relevant. Smaller events usually mean less competition and more time to interact with potential clients or partners. Regional tradeshows are more likely to include niche ventures, local businesses, startups, and small-to-medium-business enterprises (SMEs).
This report focuses on three trendsetting events: the Specialty Coffee Association Expo, the National Coffee Association’s annual convention, and the Clarion Events-owned CoffeeFest, a regional player with five tradeshows scheduled in 2025. SCA is the largest of the three, founded in 1982 and drawing 17,000 attendees globally; NCA is the oldest (since 1911 with 800-850 attending, mostly executives); and CoffeeFest, founded in 1992 as a coffee festival in Seattle, has since 1998 hosted three to five coffee and tea-focused tradeshows annually, attracting 1,500 to 3,000 attendees per event.
*Real Revenue is the income remaining after deducting the cost of goods sold (COGS). COGS are the expenses directly related to producing a product or service, such as material and labor costs.
Why Tradeshows Survive
Buyers who attend tradeshows are curious and motivated. Surveys indicate that 92% go primarily to see new products and services. According to a FaceTime analysis of 250,000 UK live event visitors, attendees spend an average of 5.5 hours at a live event. The study found live events are twice as effective as TV ads, three times more effective than print media, and four times more effective than radio. Live events leave a lasting impression, as 69% of visitors surveyed two weeks after the event said they had already recommended or would recommend brands they had seen at the event.
According to The European-based Global Association of the Exhibition Industry UFI, during the months following the declaration of a global Covid-19 emergency in 2020, the exhibition industry worldwide contracted by 68%. Globally, an estimated 10,000 tradeshows were canceled. Exhibitions in the US plummeted 98% during the first half of 2020 compared to 2019, and attendance at surviving shows plummeted from a high of 35 million.
In 2021, attendees cautiously returned. The SCA Expo attracted 10,000 attendees in 2022 and 420 exhibitors to Boston. Attendance grew to 12,000 the following year in Portland, Oregon, a show that featured 574 exhibitors. Two years later, in April 2024, SCA reported record attendance in Chicago, with 17,000 coffee and tea professionals from 85 countries – a 23% increase over 2019. SCA is projecting that 17,000 will attend the Houston Expo in April 2025.
A post by The Barista, a UK-based blog for the coffee industry, reports that following Covid-19, Freeman Exhibit Surveys showed that 46% of beverage event attendees now visit only one show per year. According to Tradeshow Labs (TSL), senior executives at US companies attended an average of 55.5 tradeshows in 2019. That declined to 15 in-person events in 2020-21. In 2023, the average climbed to 47.2 in-person events, down 19% compared to 2019 but climbing. According to a study released in early 2024, event marketers in the US, facing fast-paced inflation, dialed that estimate back to 42.4 in-person regional trade shows throughout that year. The average number of intended national and international events declined to 12.5 and 5.1 in 2024, respectively. The same survey revealed that only a little more than one-third of US event marketers’ exhibit-marketing budgets were expected to increase in 2024.
Specialty Coffee Expo
SCA’s April 2024 Expo was the most successful in 35 years, setting sales and attendance records that topped 2019. Six hundred and two companies exhibited, making it North America’s largest B2B specialty coffee show. SCA reports that 75% of attendees influence purchasing decisions and that 25% have more than $1 million to spend on goods and services during the following 12 months. The educational program featured 50 lectures, scientific poster sessions, workshops, and a cupping exchange.
Two examples of on-trend activities stood out. The Green Coffee Connect program was the most innovative, matching suppliers with coffee buyers and reserving private meeting rooms to negotiate sales. SCA is attempting to change the perception of coffee value to include intangibles, moving away from a rigid cupping scale of 0-100. That work continues with a new Re:co activity called Spotlight, which debuted in April, two days before the Houston Expo.
SCA also reconvened the Retail Buyers Lounge, a casual hangout with food and samples. During the day, various firms pitch and take part in panel discussions while attendees enjoy a buffet lunch. Attendees come to the SCA Expo and return every year to build relationships, writes SCA. “Unlike coffee festivals and enthusiast events, the Specialty Coffee Expo attracts seasoned buyers and businesses investing in coffee and allied products and services. It’s the ultimate platform for networking and sharing with the best in the business.”
National Coffee Association Convention
The NCA Annual Convention is a hotel-sized event hosted in a different US location each year to encourage attendees to experience diverse contexts and coffee communities. This year’s event, from March 6-8 in Houston, Texas, drew more than 750 coffee professionals and executives, influential thought leaders, and key decision-makers. In 2024, 30% of convention attendees were from outside the US.
The association’s press office writes, “The NCA Annual Convention provides the highest level of networking with key decision-makers: 86% of 2023 Convention attendees were presidents/CEOs, VPs, directors, or managers. It is not a trade expo but does incorporate an exhibit hall, which drew 27 exhibitors in 2024.”
The event is known for its unique and dynamic environment, conducive to doing business and having meaningful conversations. The agenda includes ample time for high-impact networking against local food, music, and top-notch entertainment, as well as educational sessions exploring the latest consumer trends, industry innovations, economic forecasts, and regulatory issues.
NCA President and CEO William “Bill” Murray commented: “NCA’s annual gathering offers an unparalleled opportunity for coffee leaders and decision makers to discuss innovation, connect with and learn from each other, and collaborate on coffee’s future.”
NCA just launched a consumer-facing website (www.aboutcoffee.org) to provide “trustworthy, fact-based information... along with scientific evidence that shows that coffee drinkers live longer, healthier, happier lives,” said Murray.
Tradeshows and festivals offer an excellent opportunity to taste coffees from unique origins worldwide. Photo credit: SCA/Skandia Shafer
CoffeeFest 2025
CoffeeFest in Los Angeles, held Aug. 25-27, 2024, drew 3,200 to the Los Angeles Convention Center, energizing a year that saw attendance increase 29% compared to 2023. According to a CoffeeFest release, the high turnout included many new faces of owners, managers, roasters, and baristas from coffee shops, cafes, coffee kiosks, bakeries, restaurants, and food service establishments.
“More than 80% of attendees were new to the event, showcasing the growing interest and investment in the specialty coffee market in this region,” reads the release. The program consisted of 120+ hours of educational workshops and seminars that supported these attendees, providing valuable insights into coffee sourcing, sustainability practices, and business strategies to enhance attendee knowledge and operational efficiencies. Over 80 industry-renowned speakers joined the event.
CoffeeFest added three education sessions to the regular lineup, including Business Planning for Roasters, Unconventional Marketing Strategies, Building your Coffee Vocabulary, and a hands-on workshop on Coffee and Espresso Grinder Essentials with technical training on maintenance and minor repair.
Lisa Berry, group vice president at Clarion Events, said, “The success of Coffee Fest Los Angeles 2024 underscores the vibrant nature of the coffee industry and the enthusiastic community that drives its growth.” She said, “Coffee Fest not only serves as a platform for showcasing innovations but also plays a crucial role in shaping the future of coffee.”
CoffeeFest will host shows in New York (March), Portland (June), Los Angeles (August), and Orlando (October).
Tradeshow attendance and spending have finally surpassed pre-pandemic levels.
Back from the Brink
In-person events have made a strong comeback, growing by 40.3% in the first five months of 2024 compared to the same period in the previous year, writes Trade Show Lab. “Spending, estimated at $15.78 billion, exceeded pre-pandemic totals for the first time. Exhibitors paid an average of $10,000 to $30,000 per show. Attendees spent an average of $600 to $1,000 per person to attend. Given that there will be fewer shows and fewer attending shows that survive, “The big question is: Which tactics work best for engaging with attendees today?” asks CEIR, citing areas for improvement that include: 1) Sharpen data analytics for better decision-making; 2) enhance social media content marketing for lead generation; and 3) keep engagement going year-round.
In a note predicting how coffee will advance in the new year, SCA Director and CEO Yannis Apostolopoulos writes, “The biggest challenge for the global coffee industry will be balancing profitability with sustainability. As rising costs pressure margins, stakeholders must navigate the tension between short-term financial goals and long-term resilience. Addressing this will require collaboration across the value chain–from producers to retailers–to adopt innovative solutions that align economic and environmental priorities,” he said.
One of SCA’s most promising innovations is the adoption of the Coffee Value Assessment (CVA) as a transformative tool for the industry. CVA answers critics who say, “Coffee is more than a score.”
Apostolopoulos writes that “for the first time, SCA will focus on directly engaging with consumers and supporting the industry to grow the specialty coffee market.” He explains that CVA represents a new paradigm for value discovery, sparking critical discussions on value distribution across the value chain. “CVA will happen by strengthening our collaboration with local institutional partners in producing countries,” he said.
That strength and newfound energy will manifest on the expo floor, boosting attendance and engagement and answering CEIR’s big question.