Midsize Convention Space Found Lacking In New York

<B>Midsize Convention Space Found Lacking In New York</B>

By Robert Selwitz

In a city where real estate is so costly that new ground-up building requires nearly rock-solid return-on-investment guarantees, the lack of midsize exhibition space in Manhattan should come as little surprise.

Except for the Javits Center, which at 814,000 square feet puts it deep in the second tier of nationwide trade show facilities, New York has long lacked the kind of space that smaller shows prefer. Furthermore, that situation has worsened in recent years, with the Sheraton New York's decision to convert trade show space to business conference area, and the tearing down of the Coliseum, once the city's prime exhibit area.

However, there still are several available options, including the UnConvention Center, atop city-owned Hudson River Pier 94 at 12th Avenue between 52nd and 54th streets. The center targets shows and exhibitions that need less space, usually with shorter lead times and/or lower rates than the Javits Center. Currently, the UnCenter offers 129,000 square feet of exhibit area, but when plans are finalized, including a second deck over the streetside portion of the facility, that total will rise to 275,000.

According to Elyse Kroll, president of ENK International and the UnConvention Center's key decision maker, while the center's ground floor space covers 175,000 square feet, she has had to dedicate 46,000 of it for city-mandated installations. Once the center is free of city control, Kroll will be able to use the entire street-level space, plus an added 100,000 square feet on the second floor.

Following two years and $3 million in preliminary renovations, Kroll recently signed a 49-year operational lease with the city. The agreement calls for an additional $50 million investment to expand and greatly improve the facility. "The money we initially spent primarily went to achieve New York City building code compliance, including insulation, waterproofing and installing bathrooms and duct work for air conditioning and heating," Kroll said. "Now, with a long-term lease in hand, I can make investments required to upgrade this location into an even more attractive setting for midsize events." While basic Pier renovations were underway, it has been the site of several events, including the New York International Gift Fair, plus fashion, accessory and computer shows.

For years, Kroll said, there has been nearly no New York City home for events requiring 100,000 to 500,000 square feet of space. "Most hotels, such as the Sheraton New York, that used to offer exhibit/trade show space have converted those areas into more profitable conference centers or additional rooms," she said. "And with the Coliseum being torn down, there was no real location for moderately scaled trade shows."

When Kroll first examined the former Cunard Line warehouse at Pier 94, it was being used as a garage. But, "once I could imagine the space minus the cars and trucks, I envisioned a column-free structure with 40-ft. ceilings, skylights running the length of the building that provide fantastic natural light, 1,000 nearby parking spaces, and direct, street level access," Kroll said. Right now, the site consists of a 750-ft.-long shed offering four acres of room without pillars. "Since we aren't booked as far in advance as the Javits, we likely can accommodate those needing this area on relatively short notice," she added.

UnConvention expansion/upgrade plans call for a T-shaped structure to be incorporated into the present building. Ultimately, it will feature three main floor exhibition areas, and a ballroom, plus meeting rooms for corporate events will be at the top of the T. Construction, which will bring the building's total to 270,000 square feet, is expected to start soon, with wrap-up scheduled for 2002.

In addition to her space, Kroll also lauded her relations with the International Longshoreman Association, the maritime union that provides workers for her facility. "From my perspective, the ILA is extremely user-friendly and much easier to deal with than labor on the job at the Javits," she said.

<B>Piers Make Room For Midsize</B>

Another midsize trade show venue occupies Piers 88, 90 and 92, usually when it's not the season for cruise ships. Dubbed Showcase on the Hudson, it actually occupies much of the New York City's Passenger Cruise Terminal. It features three structures, each offering 55,000 square feet of exhibit area. Each can be used individually or combined to a maximum of nearly 250,000 if all three piers, plus the UnConvention Center, are occupied.

According to Martin Zuckerman, director of trade shows and special events for The Show Piers on the Hudson, "We have had a great variety of shows, including children's fashions, a picture frame and art industry presentation and a piece of the New York Gift Fair, which runs in conjunction with the main display at the Javits." Asked about his facilities' advantages, Zuckerman cited modern space, in a relatively midtown location, and parking for 1,000 cars. "We are perfect for a number of shows that simply are too small for the Javits," he said.

Back in midtown, the Hilton Hotel on Sixth Avenue between 53rd and 54th streets offers Americas Hall, its 81,000 gross square feet of exhibit space, which now accommodates up to 536-booth shows. A spokesman noted that "with the closing of the Coliseum and the Javits often booked with large convention and trade shows, the Hilton has filled the gap with choice exhibit space for medium-size associations and conventions."

Americas Hall occupies two floors of area that's actually located in an adjacent office building. However, it is only accessible via special escalators and a walkway that overlooks a glass atrium. Among its assets, Americas Hall features ceiling heights of 20 feet, grids housing lighting fixtures, sound speakers at 15-ft. height and drop-down power reels making electricity available to all. Each level features options of 32 house phones and 10 television cable outlets terminating in the hotel's sound room. This gives exhibitors a choice of phone line, satellite or internal house video projection relays.