88% Would Return to NAB Show Once Virus Threat ‘Mitigated'

There’s “mounting enthusiasm” to return to the physical NAB Show Oct. 9-13 in Las Vegas, reported the association Tuesday. Freeman Event Research canvassed 1,000 previous NAB Show attendees online Nov. 9-16, finding that nearly seven in 10 plan to return to the in-person show, which NAB postponed from its customary April run due to the pandemic. About 60% said their decision to attend would hinge on the availability of a COVID-19 vaccine, and 88% “said they are likely to return once they feel the threat of the virus is mitigated,” said NAB. The survey was done about a month before the Food and Drug Administration approved the Pfizer and Moderna vaccines for emergency deployment. The situation on the ground in Las Vegas remains precarious, prompting resort operators to downplay the possibility of a “visitation spike” before 2022 (see 2101280006). Freeman manages exhibitor services for the Las Vegas Convention and Visitors Authority.