AWWA Aces it at ACE19 in Denver!

Every time I start to wonder if AWWA’s Annual Conference and Exposition (ACE) is starting to lose steam they have one in Denver that brings back the mojo and feeling that this is a really important event for the water industry. I think this year’s ACE in Denver was the best since…the last ACE in Denver in 2013. I don’t know if it is because AWWA is based there so a lot more effort is put into making it a great event or if people just love to come to Denver. Since I live here it is hard for me to compare Denver as a place to visit compared to other cities but I certainly think the convention center location downtown near hotels and restaurants etc, and less distractions such as casinos and theme parks makes it one of the better locations.

What was so good about it? I don’t know the official attendance numbers, but it felt like there were a lot more people at the show this year. As an exhibitor, the exhibit hall seemed to have a busier atmosphere right through the end of the show on the Wednesday. I usually plan on doing a walk around the hall on the last morning when it is typically quiet, but I was too busy with visitors at our booth which is great. I went to some of the morning technical sessions and these were very well attended and there seemed to be a buzz downstairs at the presentations with people rushing between sessions. Maybe the fact that there are less distractions away from the convention at Denver meant more people stayed at the show.

No junket no reps?

ACE is certainly less of a party than WEFTEC and I think it draws delegates more for technical content than going to party. I have been going to ACE and exhibiting for 20 years now and I recall there used to be a lot more people going for a junket. Perhaps that is why there are so many fewer manufacturers’ sales reps attending ACE now. Years ago all rep firms sent at least a few of their sales guys to ACE. Now, many rep firms may send one person or nobody at all. That is probably over 1000 people out of the exhibit hall right there (they don’t go to presentations). The quality of attendees in terms of key consultants and water system personnel is still very high and those going on a junket normally aren’t a target for the exhibitors, but with less wining and dining of water industry fat cats who probably now just go to WEFTEC, there is less incentive for the sales reps to attend. Many manufacturers see shows such as WEFTEC and ACE as opportunities to network and train with their reps. With less reps at ACE some manufacturers are questioning the value of exhibiting (and I have had some reps who say we should just go to WEFTEC which would then give them an excuse not to go to ACE). These exhibitors really miss the point where their main target should be showing their wares to the quality attendees at the show. To do that you have to put some thought into how to get the best from the show and not just turn up hoping a few leads will accidentally find your booth.

I don’t know if AWWA should try to attract more reps to help retain more exhibitors or concede these to WEFTEC and concentrate on keeping the show’s quality technical program and other activities. Without doubt, AWWA should try put this year’s ACE19 in a bottle and replicate it as much as possible every year rather than just in Denver.

The opinions expressed in this post are my own and not those of my employer.