An interesting question was posed to us at this year’s ICSC Western Division Conference…
Why do we attend the show?
Of course, there are several legitimate reasons. Some obvious and straightforward. And others less overt and more nuanced.
For CBM1, as an exhibiting brokerage, and for our agents, the number one reason we attended is simple: To See And Be Seen.
Why does this matter? Charting the evolution of ICSC events offers the perfect explanation.
It’s No Secret Retail is Changing
With the internet’s rising dominance and online shopping replacing major segments of “traditional commerce,” retail has seen a dramatic shift over the past two-plus decades.
And this transition has impacted ICSC events as well. The ICSC Western Division Conference once saw over 6,000 attendees. Conversely, this year’s event organizers were thrilled to have attracted just over 3,000 attendees.
But in this case, less is more. How so? Those who made the effort to attend this year’s ICSC Western Division Conference had a purpose. They had intentions. And they had goals.
And chief among those goals is to… See And Be Seen.
The Value of In-Person Interactions
The modern work world is increasingly disconnected. With phone communication, emails, conference calls, and video meetings – In-person interactions are increasingly scarce.
Yet, the value of meeting someone face-to-face and making truly personal connections is undeniable. And that’s precisely what ICSC events provide—a fact repeated by several team members in our weekly companywide meeting recapping the show.
Aaron Guido, a Senior Vice President from our Orange County Office, noted: “It was great to have so many people we’ve negotiated deals with approached Daniel [Barriga, Aaron’s partner and an associate from our OC office] and me to introduce themselves. And I can’t tell you how many of these people said they stopped by [our booth] to meet us. It’s a huge relationship-building boost that I know will make a difference in the future.”
Rick Rivera, a Co-Principal based in our West LA office, managed to track down a tenant he’d literally been chasing: “I was finally able to get in front of a tenant I’ve plied with no fewer than 15 emails, texts, and phone calls. And the rep admitted, ‘You’ve been chasing me,’ followed by profuse apologies. But I made the connection, and we had the discussion I was pursuing. None of which would have happened without the show.”
Daniel Barriga, an associate from our Orange County office, met with a tenant rep he’d never managed to get a reply from. And when Daniel pitched a seemingly “unleasable” site, the rep’s “eyes light up.” Another lead that “wouldn’t have happened without the show.”
Jason Ehrenpreis, a Senior Vice President from our West LA office, met with a tenant at the show and “signed a deal this week!”
All these good things might have happened on their own. But at the very least, the in-person interactions at the conference fast-tracked the outcomes.
Capitalizing on Time Off the Convention Hall Floor
The face time garnered in meetings during the deal-making show is certainly hugely valuable, but it’s often the conversations over drinks at cocktail parties and dinners and incidental meetups in hotel lobbies where the most meaningful, relationship-solidifying connections are made.
Dave O’Connell, a Co-Management Principal in our Calabasas office, says it best: “When I reach out to someone for assistance, having shared a drink (or two) or grabbed dinner with them makes a world of difference. I’m no longer just one more irritating email or another voice on the phone with my hand out. I’m a name they can put a face to and recall sharing a meaningful conversation with.”
Shout Out to Retailer Central!
Over time, the preferred location on the show floor has changed. Once upon a time, we strived to be aligned with the main entrance, capturing all the incoming traffic. But in recent years, we’ve aimed to be as close to Retailer Central as possible.
And this year was no exception. So, imagine our dismay when we arrived at the show to discover the organizers had rearranged the layout, leaving us all alone in the back corner.
Fortunately, the Western Division event manager agreed to relocate us, placing our booth squarely facing Retailer Central. A location that ensured nearly every attendee passed by our booth.
Once again, proving the old real estate adage: Location is EVERYTHING!
Hope to See You next year
If you didn’t make it to this year’s ICSC Western Division Conference, you definitely missed out! But we look forward to seeing you at next year’s event ;—)
