CEDIA Expo Shows Pros, Cons of Virtual Tech Shows

Talk among consumer electronics and tech executives about strategies for launching the first virtual CEDIA Expo Sept. 15-17 (see Ref:2007090070]), instead of the physical one previously planned for Denver, highlight event challenges faced in the COVID-19. Last week, we interviewed about a dozen such representatives.

Organizers of the annual show acknowledged technical and other hurdles but said remote participation tech can help make the event a success. CEDIA Expo's owner is Emerald X. Emerald X Executive Vice President Brian Pagel noted: “Technology is great until it’s not." A live Zoom session can be unpredictable. "If someone moves in their home office, their signal may change completely -- you may get glitches.” To protect the event's “integrity,” CEDIA Expo will prerecord many of the events followed by a live Q&A: “You can control it a little more.”

Livestreams will also be part of Expo, but “you have to be very calculated and careful how you do that, so you don’t run into those potential pitfalls: We’re learning as we go,” Pagel said. “There will be mistakes. I would be absolutely blown away if this went off without a hitch." Emerald hopes to minimize risk through a "commonsense and thoughtful approach.” It's leveraging what it's learning from other virtual events it's putting on, he said.

Manufacturers had mixed views. Audio brands Bowers & Wilkins and Origin Acoustics are passing on the virtual event, contending it doesn’t lend itself to high-quality audio demonstrations. “It’s challenging to demo in the virtual world,” said James Krakowski, B&W executive vice president-Americas.

Origin’s yearly incentive to attend CEDIA Expo is to sign new dealers, said Director-Marketing Aaron Cattoir. In a virtual environment, “there’s not really any way to get in front of them in a meaningful way.” If the company sold amplifiers or electronics, it might make sense, but “you can’t hear a speaker over the internet.”

Crestron and Savant Systems are enthusiastically supporting the virtual event, executives said. Crestron, with a “high-level sponsorship,” plans to participate on at least one tech talk panel, demo and share its latest products and technologies, and showcase solutions with partner companies, said Executive Director-Product Marketing Jeff Singer. Savant believes participation in industry events, and supporting trade associations, are key to maintaining the industry’s strength during the challenging environment, emailed Angie Larson, senior vice president-customer operations.

Z-Wave Alliance Executive Director Mitchell Klein will participate because “I have a CEDIA sticker on the back of every shirt.” It hasn’t been determined whether the alliance will have a booth. “Do we think anyone will ask, ‘Where’s Z-Wave?’” he said. That wouldn’t happen in a virtual setting; on a trade show floor, attendees visit the booth to see Z-Wave partner companies.