November 2007 Franchising World

Even if Miami’s January temperatures don’t reach above 90 degrees, there will be plenty of heat and excitement going on in the Miami Beach Convention Center.
By Joel Goldstein

Traditionally January is the coolest month of the year in Miami. From Jan. 11-13, however, the action will be hot and hectic at the Miami Beach Convention Center when the Franchise Expo South opens for its second run.
 
Mirroring the success of the West Coast Franchise Expo, in just two years the Franchise Expo South has become a hotspot for franchising and a “must-attend” event for franchise companies and potential franchisees.
 
Focusing on the Southeastern United States, the Caribbean and Latin America, a growing region for franchise expansion, the show brings together the hottest concepts in franchising and the area’s most qualified audience.
 
One company that knows a thing or two about “hot” is Wingstop Restaurants, Inc., the Dallas-based chicken-wing restaurant chain. The franchise team had a presence at the inaugural Franchise Expo South and plans to return for a second appearance in January.

“The Southeast continues to be a growing market for us and one reason is due to our presence at the Expo,” said Bruce Evans, vice president of franchise recruitment for Wingstop. “We offer a strong concept with a simple formula for franchising. We attend the Franchise Expo South because they bring in the qualified prospects.”

Spicing up International Sales
When it comes to growing a brand internationally, companies are realizing the advantages of exhibiting at Franchise Expo South. Florida is an international hub for many parts of the world and the first expo attracted a diverse, multi-cultural audience.

Ident-A-Kid Services of America, a company that provides three million child identification cards to parents and schools, is attending the Expo for the first time. Lonnie Helgerson, CFE, president of Ident-A-Kid, said one of the primary reasons the system will be exhibiting in Miami is to capitalize on the international audience. 
 
“The Franchise Expo South brings in a tremendous number of attendees from the Latin markets,” said Helgerson. “Miami is the gateway to the South. We wanted the opportunity to introduce our concept to Latin and South America. Venezuela had a large presence at the show last year and we think there is a lot of potential to expand our company there. It’s a good show for people looking for concepts to take back to Latin and South America.”
 
Planet Beach, a concept with 360 locations worldwide that offers members massage treatments, facials and ultra-violet therapy at a low cost in a convenient amount of time, also wants to reach out to the Latin market. The company had a presence at the first expo and plans to attend again this January.

“Because of Miami’s strong Latin presence, it puts us in touch with a set of prospects that we can’t reach in the other locations,” said Tiffany Rhodes, franchise marketing manager at Planet Beach. “What we find personally advantageous is that this event takes place in a state where there is an opportunity to expand. We already have a well-established brand in parts of Florida, so the conditions for expansion are very favorable.”
Rhodes added that the expo fits nicely into Planet Beach’s international expansion program.
 
“We are definitely looking to attract attendees from Latin America,” continued Rhodes. “With Latin America’s strengthening business community, consistent population growth, and continued privatization of national markets, it’s turning into a region of rapid growth for many franchise companies.”
 
Virginia Barbeque, a quick-service restaurant is also attending the show with an eye out for franchisees from Latin America.
 
“We are definitely interested in attracting attendees looking to expand in Latin America,” said Rick Ivey, founder of Virginia Barbeque. “At last year’s Miami show there was a large contingent from Latin America and it’s a lucrative market with tremendous potential.”
South by Southeast

But it’s not just the international potential that makes the FES attractive. Franchise companies attending the expo to expand their businesses in the United States are also lining up to be part of the show.
 
Based in Florida, Ident-A-Kid has a strong presence in the south, but the company is looking to expand further.
 
“Even though we’re based in Florida and have a fair amount of penetration in the state, we have a limited number of locations in the East and Southeast part of Florida, including Miami,” said Helgerson. “We felt the Expo would be a great place to find local buyers in those markets.”
 
In addition to its international expansion, Planet Beach attends Franchise Expo South to grow the brand throughout the South as well.
 
“The South has proven to be a market that appreciates our approach to wellness and beauty,” said Rhodes. “This market is populated with busy professionals that desire to pamper themselves and need to take a mini vacation even if it’s just for 20 minutes. This area also attracts vacationers looking for relaxation and revitalization.”
 
Rhodes said Miami is an ideal city to host the expo because of its reputation for knowing trends and what’s popular.
 
“The Miami area’s regional growth and professional environment make it an attractive target for companies looking to expand,” said Rhodes. “Its diverse culture and quality of life adds to the appeal. As far as our concept, Miami is a hot and sexy city, which mirrors our brand.”
 
Virginia Barbeque attended the expo last year, with positive results.
 
“We exhibited last year and had very good leads following the show,” said Ivey. “We see the Southeast as a specific area where we’d like to expand, and we think our concept will do very well in Florida.”
 
Ivey added that Miami is a smart choice for hosting the expo. “Miami is a city that’s clearly having a huge growth spurt right now and continues to be a great place to do business.”
 
With more than 550 restaurants open or under development, Wingstop uses the Expo as a tool to better reach franchisees and consumers.
 
“We use an assortment of sources to reach potential franchisees and the Franchise Expo South continues to be an integral part of that,” said Evans. “Whether a company is looking to expand in the Southeast or beginning to grow internationally, the Expo lets you get in front of prospects and discuss the brand one-on-one.” 
 
On the service side, The Lease Coach, a company that coaches and consults with franchisees and franchise systems on commercial leases, is exhibiting and also speaking at the Expo.
 
“We exhibit in the service provider area of the trade show. We’re there to draw franchisees, but also to offer our services to companies,” said Jeff Grandfield, franchise director of The Lease Coach. “We attend the Franchise Expo South because it’s one of the three biggest franchise shows. They bring in the local area and the Southeast.”
 
“Our goal on the franchising side is to develop Florida, and we’re also there to get exposure for our services,” he says. “Generating interest in our company is important to us from both perspectives and the Franchise Expo South helps us do that.”

The Future is Hot
So even if Miami’s January temperatures don’t reach above 90 degrees, there will be plenty of heat and excitement going on in the Miami Beach Convention Center.
 
And if the tropical beaches, Latin-infused cuisine and nightlife aren’t enough to draw prospective attendees in, keep in mind the Franchise Expo South will host thousands of attendees and 100 exhibitors in 2008.

“Last year the attendees were of high quality and showed great interest in our concept,” said Rhodes. “The Franchise Expo South is a great arena to present a franchise opportunity.”

Joel Goldstein is the director of marketing for MFV Expositions.  He can be reached at jgoldstein@mfvexpo.com. For more information on attending or exhibiting at Franchise Expo South, visit www.franchiseexposouth.com or call 201-881-1640.  

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