NFMS Delays Show, One Member Returns as a ‘Test’
The National Farm Machinery Show in Louisville in February was among the first鈥攁nd last鈥攐f the 2020 farm show season. As news of a virus, then called 鈥渘ovel,鈥 spread throughout North America, farm shows, along with virtually every other public event, canceled. It was a disheartening domino effect.
As we exit 2020, the National Farm Machinery Show remains on the books for 2021, but it has been delayed by seven weeks. It is now March 31 to April 3.
鈥淲e surveyed exhibitors. We talked to our peers. We tried to get a handle on what would be effective, what would be beneficial, and most importantly, what would be safe,鈥 said David S. Beck, president and CEO of Kentucky Venues and NFMS show manager.
This will be more than a date change for the show鈥檚 56th year. Farmers and other visitors will register in advance and provide information that allows for contact tracing. Everyone will be masked. Attendance will be limited to 20,000 people at a time, which allows each person 36 square feet in the 1.2-million-square-foot venue. And, the show will combine virtual content with in-the-flesh opportunities to kick the tires.
Beck said the show meets commonwealth requirements around COVID-19 and upholds standards established through an accreditation process from the Global Biorisk Advisory Council, which reflects top-of-the-line practices in infectious disease prevention. If Kentucky eases or tightens restrictions, organizers are prepared to respond.
鈥淲e are evolving with safety, with technology,鈥 Beck said. 鈥淲e want to meet the needs of exhibitors, and exhibitors want to meet the needs of customers.鈥
Among those exhibitors is member company Kasco Manufacturing, which plans to have a virtual and physical presence at the Louisville show. Paula Kaster, vice president of marketing, said the NFMS was the second-to-last show the company attended this year. The New York Farm Show, Kasco鈥檚 final appearance of 2020, has called off its in-person event for February.
Kaster worries that even if the Kentucky Expo Center can successfully host the show, the city may not be able to support the influx of people with limits at restaurants and hotels. She also said she worries about deploying a sales team to Louisville with the possibility of low turnout based not only on health risks but also the new dates. They are bad for farmers.
Still, she intends to return to Louisville鈥攁nd the farm show strategy鈥攆or at least a year.
鈥淲e have always used farm shows as part of our marketing,鈥 she said. 鈥淲hen the shows started shutting down, I panicked about where we would find new ways to get the exposure we needed.鈥
Kaster said the company shifted resources to television, social media, influencer marketing, and print advertising.
鈥淥ur sales are good,鈥 she said. 鈥淚n the midst of the pandemic, during an election year, when we usually take a hit, we are holding our own, even doing a little better than the past few years.鈥
She considers the return to farm shows a test: 鈥淭hey are going to have to prove their value again.鈥
See a story about other farm shows here, and check out the Association鈥檚 online farm show calendar any time.