When Selling Makes Sense

“We had grown the show as much as we ever would,” says Jack Cergol, chief staff executive of the Alexandria, Va.-based National Spa and Pool Institute. The group's annual two-and-a-half-day meeting was attracting 600 to 700 exhibitors and 12,000 to 15,000 delegates with a 300,000-square-foot show floor. But its growth had stalled because it focused too narrowly on pools and hot tubs. NSPI management wanted to cast a wider net to attract attendees and exhibitors from related industries, such