50 PCMA CONVENE JULY 2017 PCMACONVENE.ORG
Boutique Design New York bdny.com
2016 show: Jacob K. Javits Convention Center, New York City, Nov. 13–14
Before Boutique Design had an annual trade fair, the media outlet published a print magazine as well as digital content centered on hospitality design, and held
several smaller face-to-face events each year. But since Bou-
tique Design New York (BDNY) was launched seven years
ago, the show has grown exponentially.
“One of the things that has been successful for us is the
integration of all of our brands,” said Michelle Finn, presi-
dent of Hospitality Media Group, which produces BDN Y.
“Our sales team isn’t just selling trade-show booths, they’re
selling magazine ads, they’re selling online sponsorships,
they’re selling trade-show sponsorships, they’re selling
multiple products to one customer. The approach has been
successful for us because our sales team is extremely knowl-
edgeable in the market we serve.”
BDN Y 2016 saw approximately 7,200 attendees and 625
exhibitors, and utilized 111,000 square feet of exhibit space.
The inaugural show in 2010 had 1,929 attendees and 144
exhibitors over 20,000 square feet. For BDNY 2017, sched-
uled for the Javits Center on Nov. 12–13, Finn anticipates
about 650 exhibitors and 130,000 square feet of space. She
credits the show’s impressive growth trajectory to its loca-
tion. “There’s a high concentration of hotel companies within
[the New York] region,” she said, “so we benefit from that.”
And as the show grows, so does Boutique Design’s cred-
ibility. “As we got larger, we became more relevant,” Finn said.
“As [BDNY] builds, we took more of a leadership position and
became more of a resource for our attendee base, for products and also for education.” To keep up with growth, Boutique Design has to continually seek out new talent with the
skills necessary to adapt to a constantly changing industry.
“Not everybody’s doing that in our industry,” Finn said.
Boutique Design’s philosophy is also important. For the
organization, it’s not just about selling exhibit space. “For us,
it’s all about the fusion of marketplaces and real estate,” Finn
said. “Too often, trade-fair companies look at trade shows
like you’re renting space, but we look at it as creating marketplaces as well.”