Fall 2020 PCA Magazine

PREMIUMCIGARS.ORG AUTUMN 2020 | PCA The Magazine 47 Any registration deals for attendees? Yes. PCAmembership renewals are open now and all existingmembers will be getting renewal notices, if they haven’t already. In the renewal notice, retail and industry partner members will find a $50 discount for the show if they renew their membership before Jan. 31. What can retailers expect from the show? Like I said, with Judge Mehta’s ruling, it’s game on for manufacturers to innovate and bring new products tomarket. Prior to the ruling, it was very difficult for cigar companies to come out with new products because of the unknown costs and challenges associated with subsequent equivalency. Brick-and-mortar retailers are the tasting channel of the industry and new is what drives people into the stores. That’s the No. 1 thing customers ask for. When brick-and-mortar retailers don’t have new products to offer, well, then it becomes a factor of price, and where can the customer get it the cheapest. Howwill the show help with that innovation? You’re going to see a lot of new products debut at the show. We’re already hearing a lot of talk fromexhibitors who will be coming out with products only available to order at the show, or as we are calling them, “Show-Only Products.” COVID has made a lot of manufacturers realize the importance of getting customers back into the shops, and part of that is offering retailers’ exclusives. And not like in the past, wheremaybe some manufacturers became a little too lenient on when and how they sold show-only product cigars. We expect a lot more show exclusive products strictly available to attendees only. As a retailer myself, I can’t wait to see what will be there. I know the Padron/Fuente collaboration is going to be special and there aremany others in the works, and we’ll share that news with our membership as we get into 2021. I’ve heard it in the past, but it’s definitelymore obvious now, that there’s a specific focus on manufacturers doing their part to drive retailer attendance. PCAwill always continue to look for ways to bring value to the retail community at the trade show, but ultimately, the manufacturers are the ones that drive participation. They come out with new products, they create excitement, they create ways for retailers to attend and offer something for the retailers to take back to their business where they canmake some money. So those are the two drivers behind the show. The show raises money for PCA to defend the industry, and PCA creates an annual collaboration between manufacturers and retailers where they can conduct business. Win-win-win. The elephant in the room is COVID. How are you handling that aspect? There are factors, of course, that have to fall into place. Will there be a vaccine?Will restrictions still be in place? Is it safe to travel? At this point, who knows, right? No one’s been through this before, but we’re remaining positive. The news just this past week about Pfizer’s vaccine trials is very encouraging. And really, when things fall into place, this has the potential of being one of the best shows our organization has ever had, just from the fact that we haven’t had a show in two years andmanufacturers have a clear runway to innovate and create new and exciting products. So plan A is tomove forward with a live, in-person show. We have been working on several contingency plans should any number of scenarios happen were the regular trade show not be able to go on. But right now, we’re focused on all of us getting together again in July. Our industry is so social. We want to be together. There’s nothing better than walking the show floor, learning about new products, getting your orders in, and then having a drink and a cigar afterward with friends in Vegas. So, if it’s safe, we’ll be ready to celebrate our fabulous industry together in 2021. — Be sure to visit the PCA website ( premiumcigars.org ) and pick up future issues of PCA The Magazine as additional information about the show becomes available. S H O W Q & A