FRANK ADDISON: 22 YEARS LATER

An interview with the founder of the Addison Travel Trade Shows on the history and the future of travel trade shows
Charmaine Pang

Frank Addison

TRAVELHotNews.com recently had a chance to catch up with Frank Addison, whose last name is attached to the travel trade shows that crisscross Canada. Addison Travel Marketing was founded in 1981 by Addison. The very first Addison Show took place 22 years ago, in the fall of 1986.

Prior to his involvement in Addison Travel Marketing, Frank Addison began his career in the travel industry in 1967, when he purchased 3 travel agencies, building them up to a total of 17 and selling them in 1976.

Buying and selling companies

That time period was quite active for Addison. “In 1969 I started a tour company with a partner – it was Hagen’s Travel, and we built that up over time and sold [the business] in 1980.”

Around the same time, in 1978, Addison established Contac Travel Marketing with a partner; the company distributed literature and brochures for the travel industry and continued to do so after Addison sold the business in 2004.

1981: Addison Travel Marketing is born

Frank Addison says the shows' friendly staffers "made a difference" to the exhibitors

The birth of Addison Travel Marketing came in 1981 after Mr. Addison sold his tour company. His wife Kathleen joined him in the new enterprise, leaving her job at the Canadian Airlines reservation desk.

“In the first few years we were doing event management because in the 1970s, I had been a director of the American Society of Travel Agents, in the early days of ASTA Canada and then ACTA,” said Addison.

“I had met a lot of American suppliers [through that position] and for a four or five-year period, we did event management and a lot of tourism industry consulting work in BC, Alberta, Yukon and the Northwest Territories.”

Along the way, Addison met with a “brilliant character…not a particularly good businessman, but he was a brilliant character when it came to doing shows,” an American who organized travel trade shows throughout the US and who wanted to expand into Canada under the company name ‘Travel Marketplace’. From 1982 to 1984, Addison assisted in the business, but then the “business failed because of too rapid growth”.

Frank Addison, Rex Armstead, Stephen Fountaine with some of the Addison staff

1986: The very first Addison Show

The fall of 1986 marked the official beginning of the Addison Travel Trade Show as we know it. The first show was held in one city – Vancouver. That show had 60 exhibitors representing different areas of the industry, including all the major cruise lines, tour operators and more. For the first few shows, about 25 per cent were American exhibitors, confirmed Addison. 

The city of Victoria was added in the fall of 1987. By 1988 and 1989, the calendar had expanded to include both spring and fall shows, and after that, the Addison Travel Trade Shows “started our march across the country,” said Addison.

2001: Expansion into Eastern Canada

A look at the Addison Show in Spring 2002

By 2001 the Addison Travel Trade Show had expanded fully into Eastern Canada and was conducting spring and fall shows across the country. More cities were constantly being added.

Quality control was also important – so much so that the company “assisted two brothers to form Levy Show Service, and they were the people who did the pipe and drape for us for all those years. That again gave us the quality control on the look and cleanliness of the show.”

Addison also mentioned that his company would pay extra to have additional lighting in dimmer venues to ensure that every booth had “a bit of ‘sparkle’.”

The secret of success - his wife, and the staff

Kathleen Addison

Addison was quick to lavish praise upon his wife Kathleen as a major factor in the success of the Addison Travel Trade Shows. “Kathleen dealt with all of the venues we used, not just for Addison but for our 100 events a year. She was the driving force with the venues.”

He also said, “We were able to maintain the same staff for years and that helped with the exhibitors because they saw the same people all the time. And a lot of that credit can go to my wife. She was very good with staff and extra good with all the venues we dealt with, [and she deserves] more credit than me, actually.”

Points of pride

Over the years, Addison said, “What I have most to be proud of is our relationship with the exhibitors. I enjoyed it the most and got the greatest satisfaction out of it.”
When asked if he had any regrets, Addison said emphatically, “None! None! No!”

Addison with Rex Armstead and the U.S. Consulate

Addison sold the shows to ACT Communications in 2001 and handed off the day-to-day  management of  them  to Rex Armstead in 2004. He then moved over to Contac to work for the new owners. Addison stayed on at Contac until 2006.

Now at the age of 75, he is semi-retired. “I volunteer for a whole flock of things – as a matter of fact, I volunteered for too much so I had to cut it back,” he says.

Perspective on the industry

Speaking at a past show

TRAVELHotNews.com asked how the brochure business has changed over the years with more online brochures and e-brochures available.

Addison responded, “There is definitely an effect. People still like a brochure in their hand because of the ‘bragging rights’ of seeing it on a coffee table. More people are doing research online but…when it comes right down to it, they still like a brochure to see and touch and feel…there is [still] a tremendous amount of brochures.”

Addison also commented on the increasing consolidation happening in the travel industry. He was quick to note, “It’s something that’s happening in every industry, not just travel. There’s more consolidation going on and I think it will continue.”

“It’s tough for a small operator to achieve any buying power with anybody. So whether the industry likes it or not, unfortunately it’s just a sign of the times that there’s going to be more consolidation. And it’s going on in all industries, not just this one.”

A change in the type of attendee

TRAVELHotNews.com asked Addison if he could comment on any changes he’s seen in the Addison Travel Trade Shows over the years. He retired from the tradeshow business in 2004, and with that perspective, he said that North America is seeing a change in the “amount of bricks and mortar agents versus home-based agents”.

“Initially, we were asking, ‘Do we want [home-based agents] at our shows?’ But now, it’s changed. There are a lot of good agents who work out of home and there are less bricks and mortar-type agents. Regardless, the need for a good trade show where people can meet face to face will never go away, though.”

TRAVELHotNews.com would like to thank Frank Addison for his time and cooperation for this interview.