INCENTIVE SHOW TAKES ON A NEW FOCUS

The Incentive Show may look a little different this year with its new name and revamped focus.

Formerly called New York Premium Incentive Marketplace, to be held April 7 to 9 at the Jacob Javits Convention Center in New York City, the event has preregistered a record number of attendees and producers expect a total of about 15,000 attendees and 300 exhibitors.

The event has been reworked and repositioned to attract attendees dealing with big challenges like a sluggish economy, downsizing, consolidation and budget reductions, said Darla Butler, group marketing director for VNU Expositions, the producers of the show.

"More companies than ever before are recognizing the importance and key role incentives programs play in generating brand awareness, customer loyalty, employee recognition and more," Butler said. "In a nutshell, the focus of our attendees shifted and is increasingly on name-brand products and services, new markets and innovative strategies, so we repositioned and revamped the event to best meet the needs and challenges of buyers in this evolving marketplace."

Along with the name change, the educational component of the show was strengthened-25 sessions are being offered-and focused pavilions were added.