Published: May 24, 2009 12:01 am      

Showcase for Commerce: Big expo attracts more than military

NASA, Boeing and Lockheed Martin will be here.

But so will Johnstown Symphony Orchestra, The Learning Lamp and Valenty’s Bottled Water.

While there’s no doubt that this week’s edition of Showcase for Commerce will be yet another defense-industry extravaganza, the Johnstown-based gathering also continues to attract a surprising variety of smaller organizations that have nothing to do with national defense.

It’s a testament to the size and scope of an event that continues to grow despite being virtually landlocked at two downtown venues.

“It works on a lot of different levels,” said Bob Layo, president of Greater Johnstown/Cambria County Chamber of Commerce.

“There are opportunities for all businesses.”

Since its inception in 1991, Showcase for Commerce has grown to become – in the words of U.S. Rep. John Murtha – “one of the largest government-procurement expositions in the country.”

Defense-industry heavyweights dominate the event, which will fully occupy Cambria County War Memorial Arena, Pasquerilla Conference Center and a section of Napoleon Street between those two venues.

But among the high-tech gadgetry and multimillion-dollar contract announcements will be tables occupied by entities such as the Richland Township-based Learning Lamp.

The nonprofit focuses on tutoring and child care rather than tanks and howitzers. But Executive Director Leah Spangler sees opportunity for two reasons.

First, she says Showcase is “the best networking event of the year,” with executives from large companies milling about.

“We believe that, as an organization, being there gives us access to people who we normally would not have access to,” Spangler said.

Also, she says it’s a prime opportunity to show what social services are available for companies that may be thinking of establishing a Johnstown presence.

“I think it’s important to demonstrate that we’re a well-rounded community, and that there is a quality of life here,” Spangler said.

While Spangler acknowledges that it is difficult to quantify the impact that Showcase may have had on The Learning Lamp, other local nonprofits and businesses apparently also see value in setting up shop at the event.

Layo said Valenty’s Bottled Water of Northern Cambria and Johnstown-based Safari Contract Cleaners are regular Showcase attendees.

The same diversity can be seen on a list of those who are new to Showcase 2009. Along with Carnegie Mellon University, General Electric Co. and Rolls-Royce, local entities such as Pennsylvania Highlands Community College, Johnstown Material Handling and Weleski Transfer of Johnstown will be on hand.

That’s not to say, of course, that the Showcase spotlight won’t still be on the defense industry and big governmental contracts.

With more than 170 companies and organizations expected to attend, booth space is sold out. And that space does not come cheap: While nonprofits such as The Learning Lamp can get a table for free, booths for companies based outside Murtha’s 12th Congressional District carry a price tag of $2,000.

Last year’s event brought the announcement of more than $100 million in contracts for area firms including Concurrent Technologies Corp., MTS Technologies and Kuchera Defense Systems.

And Friday morning’s press conference will bring more big numbers.

“Even with the downturn in the economy, we are expecting full capacity crowds and significant contract announcements at the event,” Murtha spokesman Matt Mazonkey said.

Given the show’s emphasis on doing business with the government, a new seminar added this year is appropriate: A “government procurement expo” will be held Thursday at the downtown Holiday Inn.

The idea is to bring federal agencies together with companies that may want to do business with them. Governmental entities scheduled to participate include NASA, Naval Air Systems Command, the U.S. Department of Energy and U.S. Department of State.

Officials from those agencies “then also have a chance to visit the show later,” said Linda Thomson, president of Johns-town Area Regional Industries.

Whether activities are centered on conference rooms or outdoor displays, organizers have become adept at keeping the event running smoothly in spite of Showcase’s relatively rapid growth.

Both Layo and Thomson say their agencies could not accomplish that without assistance from an army of volunteers who register attendees, guide visitors and check tickets, among other tasks.

Tricia Wright is one such volunteer. The CTC employee has been involved with Showcase for Commerce for about 13 years.

“I just see how important the show is, and what it can do for the community,” Wright said.

“It is amazing to see how it’s grown.”