January 2003

Keeping shows safe

Sept. 11 brought security issues to the forefront. But despite all the measures taken, are shows truly safe?

By Dawn J. Grubb

The sixth day of Print 01 was just starting at Chicago’s McCormick Place when Dave Poulos, Communications Director for the Graphic Arts Show Co. (GASC), which runs the show, heard about the deadly Sept. 11 terrorist attacks. Suddenly, his attention was focused on what to do with 20,000 attendees and exhibitors— evacuate or let the show go on? 

Luckily, GASC officials had worked with Laurence Mulcrone, then-Director of Security for McCormick Place and now Senior Director of Facilities, and his staff before the show to map out a disaster plan. As predetermined, GASC leaders quickly huddled with McCormick’s management staff, the contract security personnel and local authorities. Downtown Chicago was being evacuated and most transportation was stalled, so they decided attendees and exhibitors were safest at the convention center. Poulos and his staff immediately drafted a statement announcing that Print 01 would continue. 

“The group took charge,” recalls Poulos. “We had the statement out by 10:30 a.m., letting people know the situation and assuring them the building was secure. With all flights cancelled and most trains and buses stopped, everyone was pretty much trapped in the city. We thought we might as well continue what we came here for.”

During emergencies, people often react without thinking, causing more chaos than calm and adding stress to already tense situations. Without an advance plan, things might not have gone so smoothly, Poulos admits. The experience shed light on security concerns and helped both GASC and McCormick Place shape safety standards for future situations. 

Sept. 11 raised concerns throughout the show industry. Facilities scrambled to upgrade security measures. Show managers found themselves boosting budgets to cover security issues. Exhibitors and attendees faced new check-in rules and restrictions. And everyone grumbled about who should foot the bill. But no one has been singled out. Security issues are impacting the entire industry.

Take heed

To protect the 20,000 people in the seven-million-square-foot facility that morning, Mulcrone followed the facility’s disaster plan and worked with event management, Chicago fire and police departments, and the contract security company to keep everyone informed and coordinate efforts.

“We had more than 120 events scheduled for 2002, and each one had unique needs,” says Bill Antonick, current Director of Security and Safety. “We meet with the show’s management in advance to develop a specific security plan. Communication is key. The left hand always knows what the right hand is doing.”

Since Sept. 11, Antonick has boosted the overall security presence to a large pool of uniformed security and fire safety officers. In the past, Chicago police officers only directed traffic outside. Now, when requested, Chicago police will patrol the public areas of the building. Plus, building access is tighter. Wristbands may be required for admittance to shows, and entrances can be closed at a moment’s notice. All freight deliveries are closely monitored. Another addition: bomb-sniffing dogs sweep high-profile events. “We’ve had a disaster plan for years, but we’re constantly reviewing and tweaking it,” Antonick says. 

A key component is regular training. For the past seven years, McCormick Place employees have performed disaster drills where they simulate full triage for 100 victims. In fact, they ran a drill the week before the terrorist attacks. During drills, staff from area hospitals and fire departments critique McCormick’s security, fire safety and EMT personnel to help make sure the team is fully prepared. 

McCormick takes security seriously, assigning a security training coordinator to oversee training, which occurs throughout the year. And McCormick Place was one of the first convention centers to post its security guidelines online. “Everyone needs to be aware of security. It’s not just the facility’s responsibility anymore,” Antonick says.

Cathy Breden, Senior Vice President for the International Association for Exhibition Management (IAEM), couldn’t agree more. “9/11 opened everyone’s eyes. By now if show managers aren’t aware of the need for security and crisis plans, they have their heads under a rock,” she says. “It’s a scary topic that nobody wants to think about. But we strongly feel the need to educate members about security issues.”

Both IAEM and the International Association of Assembly Managers (IAAM) formed task forces that helped develop educational offerings for their members (see sidebar at left). Breden says feedback has been so positive, the two groups may potentially team to develop a book on best security practices. Good idea — people are hungry for information, says Brian Jones, Director of Communications for McGraw-Hill’s Information & Media Services Division. This summer, McGraw-Hill hosted the three-day Homeland Security Summit and Exposition: Threats and Solutions in Washington, DC. 

The show turned out to be very popular. They planned for 700, but 1,500 people attended, Jones says. Through educational tracks in areas like energy and infrastructure, aviation and defense, business and finance, attendees from both the private and public sectors heard solutions to such situations as creating emergency plans, backing up records, accessing data remotely and ensuring corporate security.

They also saw demos for products, such as metal and chemical detectors, in the exhibit area. “Everyone needs to realize people don’t take security for granted anymore,” he says. “You used to expect people to just jump on a plane and come to your show. Now they want to know how you’ll protect them.”

Security costs, but who pays?

Attitudes toward security are changing. Many shows now require special badges or photo IDs during check-in. Some rely on metal detectors for screening attendees or hire workers to search bags. And most have increased scrutiny of load-in/load-out materials. All this comes at a price. “Security is now a line item,” says Lou Pavledes, Director of the Civic Center Department for the City of Detroit and IAAM’s representative at large for convention centers. “Shows are spending more, anywhere from 20 percent to double what they spent last year.” 

The National Marine Manufacturers Association, which produces 19 consumer and two trade shows, increased its security budget 10 percent. Ben Wold, Executive Vice President, says the association raised rates about 3 percent over the past few years to offset security costs. “We’ve tried to spread it out and haven’t done anything to make it too onerous for attendees and exhibitors,” he says. “We have an obligation to keep them safe.”

This year, shows tightened their perimeters. Staff added signs in the parking lot asking visitors to leave coolers and unnecessary baggage in vehicles. Security personnel checked purses and totes at check-in, and off-duty police patrolled the show. “I don’t recall anybody protesting,” says Wold. “Attendees and exhibitors understand and appreciate our efforts. It’s a balancing act. We want them to know we take security seriously, but we don’t want to make it burdensome or take away from the fun family atmosphere.”

For each show, management works with the facility and local authorities to develop a crisis management plan. Knowing the key players in case of an emergency “keeps us on our toes and helps us evaluate possible threats,” Wold says. Fifteen years ago, he learned the importance of this when a bomb scare forced evacuation of a New York City show. Although security personnel are much more skilled today at distinguishing hoaxes from real danger, he believes it’s up to everyone — show management, the facility and local authorities — to assume responsibility. “The burden rests with all of us; we’re in this together. The key is developing a well-thought-out game plan beforehand, otherwise you could do more damage than good,” advises Wold. “We spend whatever’s necessary to create a safe environment for attendees and exhibitors.”

But not everybody shares this view, warns Bob Morgan, Project Director for Ballantine Management Group, a facility management company. Morgan manages Dulles Expo Center in Chantilly, VA, and requires every show to staff an on-site security supervisor and ensure round-the-clock security. Although show producers are eager to secure the facility, they’re not always willing to dole out money to do so, Morgan says.

“Of course it depends on whether it’s a trade or consumer show, but a lot of people tend to take each expenditure personally,” he says. “Ninety-nine percent are produced by corporations, so it’s just another line item. But smaller shows run by independent businesspeople tend to feel the pain a little more.”

One challenge for Morgan: getting show managers to accept Virginia’s higher security rates. He pays $20 an hour for a guard, while the industry average is in the low to mid teens. When people scoff at the price, Morgan asks if they’re willing to pay less for lower-quality security or even go without. “I ask, ‘Are you willing to accept responsibility if something happens?’ Ultimately, it’s their call. If I have extra show costs, I have to pass it along to the end user,” he explains. “They have to decide for themselves what they’re willing to live with.”

The end result

Most industry insiders agree that beefing up security will have a positive long-term effect. However, there’s a downside, they caution. It seems anxiety rises whenever the government issues another warning or talks up war, and security initiatives are stepped up. But Pavledes points out that most shows aren’t “ideal” targets. “I think the general public isn’t concerned that terrorists will attack a convention center. They feel high-profile events like the Super Bowl or Final Four are more susceptible,” he says. “This could change down the road. Europe and the Middle East have had problems for years, but they’ve learned to manage them.”

Making security a priority will help keep you alert, but bear in mind it’s impossible to guard against everything. Think about the logistics involved with checking thousands of pounds of freight just days before your show. Those crates have been handled by countless people. Should show managers be responsible for checking every one? “That would add five or six more days to check-in — it would totally strangle the industry,” Pavledes says. 

Combining a new focus on security with the results of a sluggish economy has been and will continue to be a major concern for show organizers. More important than coming up with a concrete solution is to make sure you’re addressing evolving security needs. Nobody knows what’s coming in the future, but for now, we can be proactive — and let the show go on.

Dawn J. Grubb is owner and president of 24/7 Communications in Overland Park, KS.