What to expect at the ADA Annual Session in Honolulu

Editor’s Note from Kevin Henry, editor of Proofs: I recently had the opportunity to sit down with Jim Goodman, CMP, the American Dental Association’s Managing Vice President, Division of Conference and Meeting Services. Goodman and I talked at length about the upcoming ADA Annual Session in Hawaii, scheduled for Sept. 30-Oct. 4 with the World Marketplace Exhibition Hall open from Oct. 1-3.

Kevin Henry: I know one of the biggest questions on everyone’s mind deals with attendance figures. How are the numbers looking for Honolulu?

Jim Goodman: As of September 1, we had 20,751 total registrants, and that includes 7,035 dentists. We’re happy with the number of dentists, which is more than attend some of the other larger meetings around the nation.

People will look at the overall number and say it’s down, but it’s down mostly because of the exhibitor category. If you look at the dental professional categories, we’re only slightly behind San Antonio right now. Generally, we see 7,500 to 8,500 exhibitors, and right now we’re right around 3,000. Although the smaller number of exhibitors makes our overall numbers less, the positive is that this smaller number bodes well for those exhibitors in Hawaii displaying their products and services. The ratio of buyer to seller seems very good for those who will be in Honolulu.

We know the total registrant number has been around 30,000 to 40,000, but we will be very happy with our estimated attendance of approximately 24,000. Those in Hawaii will have an amazing meeting.

KH: With the economic situation, was there ever a thought of moving the meeting from Hawaii?

JG: We’ve been planning this meeting in Honolulu for almost 10 years. Who would’ve seen then — or even a year ago — that things would be like this? With the double whammy of the economy and the increased airfare prices to Hawaii, we’re quite pleased with where we are now, and we have no doubt this meeting will be very strong for the dental professionals who attend.

We committed contractually to be in Hawaii a long time ago. Hawaii historically gets rave reviews from our attendees. This is a situation where you can look at the glass as half full or half empty. Of course we’d like more people to be there, but honestly, we are proud that approximately 24,000 are coming all the way to Hawaii. This meeting will be the second largest meeting ever in Hawaii, and the largest was our meeting there in 1999.

KH: If there wasn’t a thought of moving the meeting, were there thoughts of lowering the price or finding other incentives to get dental professionals to Hawaii?

JG: We didn’t change any pricing because ADA policies and laws dictate pricing, with ADA members receiving better pricing than nonmembers. We did an immense amount of marketing, including analyzing all of the dentists in Hawaii and on the West Coast who hadn’t signed up for the meeting as the deadline drew closer. We did a lot of targeted marketing and tailored messages, and I think it paid off.

KH: There has been talk about making Honolulu, Las Vegas, San Francisco, Orlando, and maybe other cities part of a rotation for the ADA Annual Session. Do you see that coming?

JG: There has been talk about the rotation and there will be some discussion about it in Hawaii, but the reality is that we’re the national organization for dentistry. I think I’ll leave it at that for now.

KH: How nervous were you about attendance in Hawaii over the last few months, knowing the economic situation?

JG: Last year in San Antonio, we had more people register for the next year’s annual session (Hawaii) than ever before. Then, of course, the economy changed. I was very nervous seven weeks ago because I knew there wouldn’t be a lot of last-minute decisions to fly to Hawaii, but the last five weeks have been very strong for us. Those were critical weeks in terms of attendance, and I think the strong showing is a sign that things might be coming around.

KH: How will you judge how successful this meeting is?

JG: We plan to do post show surveys to dental professionals and exhibitors. We take everyone’s experience very seriously. We will look at the final attendance numbers and the final finances and combine those numbers with the surveys to determine the level of success.

KH: This meeting is once again part of an international buying program. Do you think exhibitors will see a bigger customer contingent from across the Pacific?

JG: I don’t think the number of visitors from Asia and Australia will be significantly larger than previous years, although it might seem that way because of the ratio. The marketplace will be smaller this year, but we’re also amazingly still selling 10x10 booths and just sold some this past week.

KH: Exhibit hall hours will also be different this year (Thursday through Saturday from 7:30 a.m. to 3:30 p.m.). What was the reasoning behind this change?

JG: It was a recommendation from our contacts in Hawaii, actually. We know the vast majority of people will be up early already, thanks to the time change coming from the continental U.S. We also know people will want to have time to take advantage of the beach and other tourist opportunities. The change in hours will allow time for all of these items.

KH: Maybe overlooked in all of the talk about attendance and the economy is the fact that the ADA is celebrating its 150th anniversary. What special events are planned to honor the occasion?

JG: Everything is tailored around the 150th anniversary. It’s a special year for us and there will be a special event at the Waikiki Shell on Friday night to mark the occasion. More than 100 performers will be there to be a part of a custom-produced event for the ADA, which will include a special song that will be available on the ADA Web site after the event. Our 150th milestone is a major accomplishment and will be celebrated throughout the week in Hawaii as it has been all year.