ANAHEIM’S MAKEOVER BEGINS : Anaheim Gets a Conventional Treatment

Anaheim plans to expand the Convention Center during a period when corporate cutbacks have hurt attendance. This will be the fifth enlargement of the facility, which dates to 1967 and has been the site of myriad attractions and meetings.

Super Centers

In terms of exhibit space, Anaheim Convention Center ranks seventh among all U.S. centers. During the next 12 months it is projected to rank 5th in attendance. Ranking of centers by gross square feet of exhibit space and projected attendance:

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City Facility Square Feet Chicago McCormick Place Complex 1,873,300 Las Vegas Las Vegas Convention Center 1,300,000 Atlanta Georgia World Congress Center 1,180,000 New York Jacob K. Javits Convention Center 900,000 Dallas Dallas Convention Center 850,000 New Orleans Ernest N. Morial Convention Center 767,000 Anaheim Anaheim Convention Center 720,000 Los Angeles Los Angeles Convention/Exhibition Center 680,000 San Francisco Moscone Convention Center 442,000 Orlando Orange County (Fla.) Convention Center 415,800

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Attendees, City Facility July ‘96-July ’97 New York Jacob K. Javits Convention Center 1,094,400 Chicago McCormick Place Complex 725,000 Orlando Orange County (Fla.) Convention Center 446,525 Atlanta Georgia World Congress Center 439,056 Anaheim Anaheim Convention Center 331,020

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Milestones

The opening of the Center immediately doubled the number of convention visitors to the Anaheim area and brought a steady stream of revenue to the city and local businesses. Key events:

1960s

Grand opening: Convention Center opens July 12, 1967; the 400,000-square-foot facility on 53 acre costs $6.1 million. Weeklong festivities begin with Boston Pops maestro Arthur Fiedler conducting the Orange County Symphony Orchestra and close with performances by the Jefferson Airplane and the Doors.

Speech: Republican presidential candidate Richard M. Nixon speaks at an education convention and delivers 1968 televised address from the center’s arena.

1970s

First expansion: Additional 135,000 square feet added for $16.9 million, completed in 1974.

Thrilla in Manila: Ali-Frazier heavyweight title bout in Manila broadcast live to sellout crowd at center’s arena.

The King: Elvis Presley performs in 1973 and 1976.

Record profits: Net income reaches $1 million in 1975, up 255% from 1974.

1980s

Second expansion: Additional 150,000 square feet completed for $17.9 million.

Olympics: Convention Center Arena hosts 1984 Olympic wrestling competition.

Crowds: Attendance grows to 1.8 million, revenue reaches $7.1 million.

Pro tennis: Anaheim Oranges professional tennis team holds matches in center.

Birthday: Center celebrates its 20th anniversary as nation’s fifth largest in size.

New decor: Outdated, bright-orange color scheme draws complaints; $10 million spent for new paint and carpet.

1990s

Third expansion: 150,000 square feet added and existing facilities renovated in 1990; costs total $48.4 million.

Fourth expansion: 150,000 square feet of exhibit space added by converting lower-level parking garage for $15.1 million in 1993.

The future: Expansion to double size of the 950,000-square-foot facility announced as part of an Anaheim-Disney joint effort; construction set to begin in 1997, with completion in 2001.

Record sales: Mexican singer Juan Gabriel performs to a sell-out crowd of 7,852 and brings in $335,000 in ticket sales, a record for the center.

Note: Based on North American professional and trade shows with more than 100 exhibit booths. Consumer shows are not included.

Sources: Tradeshow Week, Coopers & Lybrand, Anaheim / Orange County Visitor & Convention Bureau, Anaheim Convention Center

Researched by JANICE L. JONES / Los Angeles Times