Producer Retools Fair To Overcome ‘Seniors Stigma’

Television ads and programs that demean older persons are making millions of Americans over 50 avoid like a plague anything associated with the word seniors.

If you don’t think so, just ask trade show producer Dan St. John of Spokane. He knows how it feels to be put down and discriminated against by age. And he’s only 41.

Last year the promoter staged a two-day extravaganza in the Spokane Convention Center which he called the Senior Health & Fitness Fair. Big mistake.

Projected attendance was 10,000. He drew 1,500.

St. John is convinced that the disappointing turnout by his target age group, which included older Baby Boomers now entering their 50s, was in large part a backlash against television stereotyping of “seniors” as hapless stumblebums who wet their pants.

The fair had a lot of good information for mature citizens. But they didn’t relate. So they didn’t come.

“This year,” says the owner of Enigma Productions, “we’re calling the event Springfest: The Home Health, Recreation and Travel Show.” In parentheses, after that, comes the kicker: (Spokane’s Senior Health & Fitness Fair).

“It’s sneaky in a way,” St. John admits. “We do have really good information for seniors that we want them to have. But we can’t call it a senior event, or more mature people won’t come because they don’t want to be identified as seniors. And other people won’t come because, well that’s not for us, that’s for seniors.

“Along with the name change,” says the producer, “we are broadening the attendance base to make this show more of a family event.”

To help overcome the seniors stigma, the emphasis shifts more toward the 50-plus age group, which St. John calls the “Vintage Generation.”

Another problem last year, according to the show’s producer, was access. “Parking killed us,” says St. John. “Folks balked at paying $6 to park in the commercial lots around the convention center.”

To be sure, many fairgoers with whom I talked last year complained about the inconvenience and the cost.

Lastly, the fair and the convention center were too big. A steady but small stream of visitors was but a drop in an ocean of exhibit space. “People tired of wandering through last year’s 120 exhibits,” says St. John. “They got about half way through and called it a day.

“So this year, we’ve taken the show out of the Spokane Convention Center and moved it up to Franklin Park Mall,” St. John says. “At Franklin Park, we will have far greater access, free parking, and free admission.

“Also, I am spreading what was a two-day fair out over four weekends this year, with each weekend having a different specific theme. Part of the reason for this is space. The mall isn’t big enough to do the whole show that we had last year in the convention center.

“Restructuring and mounting this fair in a mall has been an education in downsizing,” says St. John. “But as a result, fairgoers will be able to enjoy this spring’s show in more digestible portions.”

Fair dates are April 19 and 20 - Travel; April 26 and 27 - Recreation; May 3 and 4 - Health; and May 10 and 11 - Home. Up to 60 exhibitors will fill the mall each weekend. Space is sold out, says St. John.

The exhibitor mix each weekend will cater to boomers and their parents, and the final two weekends will feature special sections set aside expressly for mature fairgoers.

“If you have aging parents, we have information for you as a younger person to help them make decisions,” says St. John. “If you are a little older, you have some decisions of your own to make in the not-too-distant future. If you are a little older still, you are looking at decisions close up, and we’ll present you with the options.”

St. John says the 50-plus set make up the lion’s share of the travel, recreation, health and housing markets even today.

“In 23 years, 65 percent of Americans will be over 60,” says the promoter. “Ensure and Sustacal will be outselling Coke and Pepsi in five or 10 years.”

, DataTimes MEMO: Associate Editor Frank Bartel writes on retirement issues each Sunday. He can be reached with ideas for future columns at 459-5467 or fax 459-5482.

The following fields overflowed: CREDIT = Frank Bartel The Spokesman-Review