Pub. 2 2020-2021 Issue 2

Issue 2 2021 13 WVADA While offering consumers a first-class auto show experience, attendee safety is the top priority for show organizers. Show organizers have adopted enhanced cleaning and safety protocols, including temperature checks, mandatory mask use, increased sanitization stations, and enhanced vehicle cleanings between visitors. At the upcoming Houston Auto Show, visitors are also being asked to complete a short health screening before entering the venue, and the show has implemented the use of online tickets with QR codes to limit attendee and show staff contact. Some auto shows, including the recent Twin Cities Auto Show in May, moved to an outdoor venue to allow better social distancing and air flow. The Twin Cities Auto Show, for example, was held at the state fairgrounds and featured a variety of interactive elements for attendees; while the Denver Auto Show, taking place September 15-19, will be held at Elitch Gardens Theme Park. These are just a sampling of the safety measures organizers are taking, some of which are outlined in the ASNA Reopening Roadmap for Auto Shows, a guide produced with input from auto show producers and event industry advisers. All shows are working closely with health and safety officials to ensure that all applicable local, state and federal sanitation guidelines are followed. Though the timing, locations and safety procedures may have adapted, auto shows remain a vital marketing platform for automakers and a key shopping tool for consumers. In fact, at the recent Oklahoma City Auto Show, held March 5-7, paid attendance was up 13.2%; at the Tulsa Auto Show, held April 16-18, paid attendance was up 14.7%. “As consumer shopping trends have evolved, we have seen many auto shows quickly adapt, innovate, and improve in terms of immersive display and engagement options,” said Vinay Shahani, Lexus Vice President of Marketing. “Lexus remains committed to the auto show format as a strategic tool in our marketing mix to help show consumers our latest products and technologies while driving qualified traffic to our dealer network.” "An auto show allows us to create a unique experience that provides a window into the capability and lifestyle of our vehicles and provides a way for us to differentiate ourselves from the competition and connect with the consumer.” Subaru of America Senior Vice President of Marketing Alan Bethke shares this sentiment. “An auto show allows us to create a unique experience that provides a window into the capability and lifestyle of our vehicles and provides a way for us to differentiate ourselves from the competition and connect with the consumer.” Subaru, Toyota and Lexus are just a few of the automakers who remain committed to auto shows, including those shows taking place in a unique, altered format. While “auto shows are facing a perception issue by OEMs,” according to Foresight’s Chris Stommel, we simply can’t ignore that “consumer-driven metrics show that auto shows are just as relevant today as they ever have been.” Moving into the remainder of 2021 and beyond, auto show organizers are hopeful that OEMs will continue their support by participating in shows across the country. t