As We See It

Manufacturers' Comment

Editor: I read with interest, and not a little relief, Jason Victor Serinus's "As We See It" in the July issue of Stereophile.

Relief because, after we were forced to defer Salon Son et Image 2016 this year, various adverse and, in some cases, vile accusations were made. Why would we do such a thing? The truth is, no organizer of any worth has anything to gain by deferring or even canceling a show; the only genuine reason will be lack of trade support. That lack of support had to be influenced by the ongoing financial viability of this show, in the eyes of potential exhibitors. The fact that a replacement show is to continue as a "not for profit" show with free admission speaks volumes, and vindicates our experience. We were more than aware that, despite the sales efforts of Sarah Tremblay in 2014–2015, trade income/support was in decline.

However, this was not the main point of Jason's article.

Whether there is the "will" and "self-determination" for the industry itself to take the risks inherent in organizing a show is uncertain. Having spent 15 years in this particular niche market, I have seen this question pored over and over again, in whatever country such shows exist. Apart from [the High End show in] Munich (to my knowledge), [an industry-run show] has never and probably never will happen.

This is not to say I don't see the point in that. I do. The trouble is, with over 3000 highly competitive [audio] brands worldwide, and a market that is not known for its cohesiveness, it has always proven to be ambition over reality—hence the love/hate relationship that often prevails with organizers.

The whole aspect of show organization is hugely misunderstood, but at its base lies risk. Before any show can make a start, it has to provide a suitable venue in the right place and at the right time (in itself a huge challenge now), and venues are often hugely expensive—and this before a single sale can be made, or market research/reaction can be fully realized.

And apart from the challenge of securing all the sales necessary to at least cover costs, and ensure sufficient take-up and overall value for money to keep visitors happy, you have the marketing and organization, both demanding and key disciplines—all of which, with any new show, requires investment over and above income. It is not unusual for a new show to make a loss for at least the first two years.

So in the absence of this self-determination and inherent risk, it has always been left to the entrepreneurial organizer to step in and do the job, which they have done as we have done.— Roy Bird, Chairman, Chester Group