ACC/NAC Update Volume 8 Number 3, June 6, 2010

ACC continues to receive comments from the leadership of collecting clubs relating to the best way to fairly charge for their show admissions, while still making their show financially profitable. There isn't an easy answer - or at least a right or wrong answer.

To begin, any show - no matter whether its a new show or an established one - takes a lot of time and planning. And, there are few options for revenue other than admissions and dealer booth/table spaces. Yet there are a number of expenses involved including promotion, security, facility costs, signage and badges to name just a few.

Naturally, one of the successes of a show is the volume of walk-in traffic beyond the standard group of club members who "always" come to the show. The more potential buyers coming through the doors, the happier your dealers will be. And, if you have more dealers... with "fresh" merchandise, the more likelihood that show sales will be good and that the buyer will return for your next show.

We are seeing all kinds of combinations of admission fees being used by clubs. If it is a multi-day show, some are offering package deals for the whole show or a discounted rate for second or third day.

Some show managers are offering family admissions, free or reduced admissions for students, for young collectors accompanied by a parent or adult, senior citizens, and active military personnel. Interestingly, few clubs offer a show admission discount to their own club members.

Although "Early Bird" admissions have been offered by club-sponsored shows for years, there are other clubs who are totally opposed to any sort of early admission offer. ACC's long standing opinion on early entry admissions has always been that if you're going to offer early entry, make it worth your while. To have a general admission of $2-3 and then offer early admission for $5 makes little economic sense. If show-goers are allowed in early to scan the merchandise for the "goodies" before the general public is allowed in, they need to pay well for this privilege.

Recently reviewing some of the early entry options in one group of club shows - those hosted by antique bottle clubs - we find some interesting varieties. One of the options we like best is that of the Deland M-T Bottle Club of Deland, Florida. They charge an early entry fee of $20, and no fee for show day at all.

Dwight Pettit, vice president of the club, says that he and Club President Brian Hoblick, came up with the idea which was implemented at their 40th anniversary show this spring. Dwight says "all the Florida bottle shows, except Deland, and all the antique collectible shows in Florida, charge an entry fee, and all the bottle shows also charge an early entry fee before show day on Saturday: Tallahassee charges $15 early entry, Sarasota $15, St. Pete $15 and Jacksonville $25, plus charging a modest entry fee to the general public on show day."

Dwight explains, "we felt it was necessary that if a buyer coming to our show that wanted to get "first pick" on all the goodies we were selling before show day, they should pay for that privilege. Why should they get in early and not pay for that right. And, also another main reason was because they were getting in the way of dealers trying to set up their tables on Friday for the Saturday show. It was getting really bad where buyers were getting in the way of dealers setting up. Our current policy: Only dealers are allowed in between the hours of 12 noon and 3pm on Friday for set up time. Early buyers are allowed in from 3pm on. All dealers, helpers and club members must wear a name tag. This way we had no one sneaking into the show. Early buyers were given a red name tag stating "Early Buyer" and anyone without a name tag was escorted out or had to pay the early buyer fee, no exceptions. It went very well... not to mention we made an extra $500 for the bottle club!"

On a personal note, Dwight says, "I have been going to bottle shows in England, Europe and the USA for over 45 years. And all the shows are charging an early entry fee. So it is justified and a good idea. Me being a collector of Antique Case Gin bottles for 50 years, I never hesitate or question an early entry fee. As a specific bottle specialist I want to get in and see what's for offer before the other, perhaps less serious collectors arrive and fill up the show." Dwight can be reached at: pettit9119@bellsouth.net

It appears as if for many club-sponsored shows, early entry fees not only make sense... and can add to the revenue base, but is a preferred choice for the serious collector who may have traveled a great distance to attend the show and wants the "first option" of seeing the merchandise. For this scenario, certainly $20 is not a major fee. And, if it can work successfully so you can allow your general public to attend the show with free admission, all the better!

We would like to hear from other club-sponsored show managers on this topic. What are your experiences? Are you thinking of trying something new to bring in larger audiences, keep your dealers happy, and increase revenue for the club? Send your comments to: info@collectors.org

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