As February 2021 nears, the National Kitchen & Bath Association (NKBA) and Emerald are sharing details about the upcoming Kitchen & Bath Industry Show (KBIS) live event – as well as a new virtual component – that will be taking place from Feb. 9-11 at the Orange County Convention Center in Orlando. There is no perfect substitution for learning about new products and trends, attending educational sessions and seeing industry peers at a live event, which is why we are taking the fact that things have changed because of the pandemic very seriously. We want to ensure that everyone who attends the live event can do so with the peace of mind that we are putting their health and safety at the top of the list of priorities.
KBB interviewed Suzie Williford, Executive Vice President of Industry Relations and Chief Strategy Officer for the NKBA, which owns KBIS, and Brian Pagel, Executive Vice President at Emerald, which produces the show, to talk about KBIS 2021 and provide answers to some important questions regarding the expo.
KBB: How are you planning for a safe event for everyone attending KBIS 2021?
Suzie Williford: These are extraordinary times, and KBIS 2021 will have a unique look and feel. We are still finalizing plans, but at the forefront of all of our planning is the health and safety of our attendees and exhibitors. This includes rigorous new health and safety measures across the board. As long as we are able to safely produce an event for our industry to come together, we will.
Our intention is to host an in-person event in Orlando in February. We also understand that not everyone will be able to join us this year in person, so we will bring KBIS to you with the addition of a slate of virtual programming.
Regardless of the platform you choose to experience KBIS, we intend to deliver an amazing experience.
Brian Pagel: As an industry leader and producer of some of the largest trade shows in North America, Emerald has been at the forefront of creating a protocol for hosting events safely. We recently rolled out our comprehensive national standard for all Emerald events, and you can access that plan here. This details our safety protocols, which include – among other things – our enhanced communications plan pre-event and onsite, strategies for implementing social distancing, daily cleaning protocols and PPE [personal protective equipment] requirements for all attendees. And yes, we will require all attendees, exhibitors, media and staff to wear facemasks on the show site.
While this is our companywide standard, we are going further to address and adapt to the environment in Orlando. This will include specific guidelines for our exhibitors, a thorough transportation plan and clear communications on safety plans at area hotels and for using Uber and Lyft.
Our goal is to create a safe and frictionless experience for our guests. For example, attendees will have more choices in how they register to attend, which will include pre-event registration with the option to have your badge mailed to you; a touchless onsite registration experience, or you can choose to print your badges at home.
KBB: What do you foresee as the new developments along the way?
Pagel: As you might expect, the situation on the ground sometimes changes daily. Our plans are fluid and are always being modified, based on updated direction and guidelines from the Orange County Convention Center, City of Orlando and the State of Florida. We are also adapting our plans to meet CDC standards and Federal guidelines, and we have adopted industry-leading cleaning and safety protocols.
To further complement our own preparedness plans, the Orange County Convention Center recently received a GBAC STAR accreditation. Simply put, this provides a third-party validation to ensure the implementation of rigorous protocols in response to bio-risk situations. Focused on ensuring a clean, safe and healthy environment, the program establishes requirements to assist venues by providing best practices, protocols and procedures to control risks associated with the COVID-19 virus.
KBB: What positive feedback have you been getting from exhibitors and attendees?
Pagel: Our exhibiting brands, many of whom are long-time participants in the show, are highly engaged and eager to leverage KBIS as a platform to bring the latest innovation, technologies and design trends to market. Our market remains strong, and the outlook for residential design and construction is projected to remain strong well into the new year. Planning for KBIS is going to be different this year. To help our exhibitors navigate this process, we have created a number of resources as a part of our Exhibit with Confidence program.
Williford: We know having a constant communication and an open dialogue is so important right now. Our teams at the NKBA and Emerald are having daily conversations with our members, exhibitors and partners, as we work together to make KBIS a huge success.
KBB: Does attendee registration look to be on track, compared to previous shows?
Pagel: Registration opens on September 1, so it’s still a bit early to project our total attendance. Thus far, feedback has been very positive, and we are expecting a well-attended show. However, we fully anticipate an impact to our overall show participation as some within the design community might be unable to attend. And while it is difficult to truly predict what that impact will look like as we sit here today, it is very clear to us that market leaders, decision makers and influencers are still very much planning to attend, as KBIS plays a critical role in their professional success.
KBB: What are exhibitors planning to make the experience safer for everyone?
Pagel: We have provided guidance and guidelines to our exhibitors to help them navigate their way through this unique environment. However, we have presented this as an opportunity for our exhibitors to think differently about how they approach their booth presentation. Rather than lead with a product pitch, we are encouraging brands to consider curated booth tours, create unique experiences within their booths or even focus on brand emersion strategy as a part of the exhibit experience. We see this as a chance to create a deeper level of engagement with key customers and prospects.
KBB: What virtual components will be involved, and how will those benefit attendees and exhibitors alike?
Pagel: We are actively developing a companion virtual experience designed to engage with professionals who might not be able to attend the physical event. This includes, for example, some of our international constituents. This virtual experience will complement aspects of the physical event. Not to be confused with a replacement or alternative to the physical event, a virtual KBIS companion will amplify the educational content and exhibitor product launches and programs coming to market, as well as a variety of networking opportunities.
Some key elements within the virtual KBIS experience give people the opportunity to virtually join events happening on the show floor. That could include attending a panel from the KBISNeXT Stage, or various special events. In addition to the content opportunities, attendees can also visit exhibitor booths and connect with brands through live Zoom chats. Much like the physical KBIS experience, we plan to infuse some fun along the way.
The KBIS virtual companion will chronical the physical event and be an invaluable resource for the market throughout the year, but it would be difficult if not impossible to replicate the experience of attending KBIS in person. So much of what makes going to KBIS memorable are things like seeing a live product demo or unique brand experience on the show floor. There are also the fortuitous experiences you might have outside the expo or conference sessions. It could be a random conversation you struck up with a total stranger in a cab line, bumping into an old friend you haven’t seen for years or even crossing paths with someone like Vanilla Ice or Peyton Manning! Yup, that has happened. While we have all seen how tools like Zoom have afforded us the opportunity to stay connected in recent months, nothing will replace those shared face-to-face experiences.
KBB: What about the Voices from the Industry program? Will that run as planned?
Williford: NKBA Voices from the Industry is an integral educational pillar of KBIS, and that remains for 2021. We are in the process of confirming our speakers and course offerings for the 2021 program. It will include a hybrid format with a combination of in-person and virtual sessions.
