- 31 August 2007 -
A ‘New Attitude’ Made All the Difference
at SUR/FIN

I was very excited about travelling to Cleveland to attend SUR/FIN 2007. After all, the show returned to its roots in a city that rests in the heart of plating country. What’s more, the event itself featured a number of enhancements that amplified the “SUR/FIN experience” for exhibitors and attendees alike.

When it was all said and done, NASF leaders had to be pleased with a trade show that is now on the upswing. Show attendance reportedly jumped by nearly 9% over last year, the first time the event posted an increase since 2002. This included more than 500 walk-on registrants. Nearly every participant with whom Metal Finishing spoke to stated they were pleased with the event.

Need more evidence? Consider attendance was robust on both days, the number of exhibitor spaces reserved increased nearly 30% over 2006, and the SUR/FIN Industry Night Event attracted more than twice as many people as last year.

NASF, organizers of our industry’s crown jewel, did a phenomenal job in turning around a trade show that had fallen upon hard times. The turnaround can be traced back to SUR/FIN 2006, which represented the beginning of an aggressive makeover designed to broaden the show’s dynamics and appeal to the entire supply chain. The foundation was laid in the form of an expanded technical conference and revitalized show floor that linked exhibitors with finishers and end users, a strategy that has worked at regional events.

Show organizers moved forward with an aggressive marketing campaign that gave ample reasons for all industry members to attend. These included end users as well as companies engaged in organic finishing. Presentations were added to the conference program to cover not only the latest finishing technologies, but also report on areas such as surface finishing research, business and regulatory issues, and end-use markets—information critical for the success of any plating shop. Indeed, SUR/FIN was not the same old song in 2007. Attendees seemed to embrace the “new attitude” that served as the tagline in SUR/FIN promotions and distinguished the event from past shows.

I can’t begin to tell you how much I learned about the state of our industry by meeting with participants and sitting in on talks delivered during the technical conference. If you didn’t have an opportunity to attend SUR/FIN last month, I strongly encourage you to go next year, when it will be held June 16–19 in Indianapolis. I guarantee you’ll not only have the opportunity to gain knowledge, but also walk away with information and tools on how to improve your business in an increasingly competitive environment.