Karel Exposition Management: Bringing Determined Companies To Industry Prominence Furniture Makers, Retailers Meet at KEM's Regional Shows

Furniture World Magazine

In 1952, a father and son team embark on running a company together. NOW... A father and daughter team look for ways to expand their successful business. The times have changed, but the goals remain the same. Larry Karel and his family-run Karel Exposition Management -- the largest producer of regional furniture trade shows in the U.S. adapt to an ever-changing industry to meet the needs of manufacturers and buyers alike. Karel Exposition Management (KEM) has produced furniture and decorative accessory trade shows since 1952, and on a regional level since the late 1970s -- yet 1998 may become the most essential time for the company's services. For the leading producer of regional furniture and decorative accessory trade shows around the nation, that means catering to an industry that has gone through major changes in recent years. KEM must shift with the changing winds of today's new leaders in the furnishing industry: manufacturers and designers who "micromanage" their companies while aiming for widespread exposure. A formidable challenge remains for those companies: how do they promote their products with limited resources and little time to travel far from the office? Enter KEM with a time-proven way for the ambitious to meet with industry movers-and-shakers: regional Furniture & Decorative Accessory Markets, held once or twice yearly in about eight convenient locations from coast-to-coast. "The furniture and design industry is starting to come out of a major shakedown, one that saw many players consolidate, face financial uncertainty, or disappear entirely, " commented Larry Karel, president of KEM. "Those conditions have created a tremendous opportunity for manufacturers, representatives and distributors to step up to the table and deal with leading stores or chains. "KEM's concept fits in extremely well with this change of scene, providing a convenient forum for manufacturers and retailers to meet in a few days' time, " emphasized Karel. "Most important of all: it's a very effective way to make new contacts and new accounts, and many stores order merchandise right on the spot." In 1998, KEM will produce eleven Furniture & Decorative Accessory Markets. Each three-day market becomes the "showroom" for hundreds of exhibitors, filling 300 to 1,000 booths, displaying their selections to 2,000 to 7,000 buyers. To allow for more efficient dealings, the Market is only open to the furniture/design trade, and no one under 13 is admitted. Primarily attended by industry representatives within a two-hour drive from the exposition venue, KEM's shows have been nicknamed "drive-in markets" accessible on less than a tank of gas. This arrangement allows participants to reach a local and national clientele without leaving the office unattended for weeks, or spending exorbitant travel costs. "An unlimited travel budget's become a thing of the past for most furniture companies, especially when it's increasingly expensive to transport product displays cross-country," Karel noted. "Companies that once focused their resources on annual national conventions are now thinking regionally -- and signing on with KEM. " KEM will bring its Furniture & Decorative Accessory Markets to eight different cities in seven states during 1998: Atlanta, GA (May 31-June 2) Baltimore, MD (May 17-19) Edison, NJ (February 8-10; August 2-4) Fitchburg, MA (March 15-17; September 27-29) Ft. Lauderdale, FL (February 14-16; August 15-17) Las Vegas, NV (June 27-29) Orlando, FL (September 11-13) Pomona, CA (November 15-17) Six months' planning and organizing goes into each market (mainly from KEM headquarters in Hollywood, Florida), culminating with the actual construction of the show. Karel speaks with delight of taking a vast, empty hall, coordinating the setup of each booth, and making sure the entire presentation conveys the finesse and splendor of a Broadway show. While KEM has been firmly established for years in certain cities, Karel keeps a constant lookout for new locations. Word of mouth recommendations, notable population growth and "every way possible" are the methods Karel scopes out additional regions - - including newly introduced shows in Atlanta, Georgia and Pomona, California. Now in its third generation of family ownership, KEM has been Larry Karel's preoccupation and passion for 38 years. Other members of the Karel family, namely his wife and daughter, retain prominent roles in the company. family atmosphere lends itself to employee loyalty. In fact, Tema Bolnick, Director of Operations, has been with KEM for 23 years. Founded by his father Jules in 1952, the business initially staged the Navy Pier housewares show in Chicago. Relocated to Miami in 1968, and after his father's passing in 1972, Karel introduced the Furniture & Decorative Accessory Market concept to South Florida. Enthusiastically received by the industry and the recipient of numerous awards, Karel took the concept nationwide in the late 1970s... with steady expansion ever since. "Manufacturers throughout the United States find that KEM shows make good business sense," Karel commented. "Our exhibitors don't have to maintain an expensive showroom throughout the year; they can catch the industry's eye with our reasonably priced booth space. Buyers at our shows minimize their expenses as well, since they don't have to spend money on airfare, hotels and taxis. "Everyone involved can have a productive time -- and be at home the same day. " For more information e-mail KEM at: info@kemexpo.com.