Well, another trade show has come and gone and we managed to squeak back into Colorado the day before another storm hit. It looks like we aren’t going anywhere today (This is the second Sunday in a row we haven’t been able to make it to Mass). This will also be the seventh time I have had to dig a path to my garage and another from there to the street. Colorado winters aren’t supposed to really get going until March.

The show is the only place where Catholic retailers can go to meet with a large selection of Catholic wholesalers in one place. The Christian market has similar shows, I think there are three of them a year. Each of those shows covers a convention floor that is at least the size of several football fields and there are thousands of bookstore owners that go to each of these shows. In comparison, the Catholic Marketing Network show features at most a couple of hundred vendors and this last show had under eighty stores represented.

Unfortunately, such low attendance creates a downward spiral of show quality – the fewer stores that show, the fewer vendors will come to the next show making it less attractive for the stores that show up at the next show and so on. I believe that this is part of the over-arching problem with Catholic store owners – they don’t run their stores like a business. Businesses stay on top of trends, learn about new merchandise and see the value in meeting their vendors face to face. This disinterest in learning about new product offerings also can lead to market stagnation as vendors don’t see any benefit in either producing new products or reprinting old ones.

In spite of the low attendance, we actually had a good show promoting our storefront program. We had four stores signup at the show and might have a couple more sign up within the next couple of weeks. If you are store owner and are interested in the program, you can get set up in time for the Easter season with a 50% off setup special that runs through the end of this month.

We also saw several great new products including a DVD called Champions of Faith which is a professionally produced program featuring famous baseball players talking about how Catholicism is important to their lives. This will be a great gift for that nephew who is getting confirmed this year. We should be getting this in in the next few weeks. Another new product in the Catholic market is giclee printing of art. This technique scans an image and “paints” it on canvas. There are several benefits to this procedure. First, you can re-size an image to just about any dimensions without sacrificing picture quality. Second, this is far less expensive then getting a hand-painted item. Third, giclees can have brush strokes added to give the illusion of a real oil painting. We set up an account with a vendor who has over 2000 images under license and will be adding these to our site in the near future. One of the images is The Pentecost by Jean Restout. This striking image will make a perfect addition to your home after Easter.

We also made several contacts with the Knights of Columbus and Catholic Exchange that might bear fruit later this year.

However, the best thing about the trip was getting to visit Mother Angelica’s Shrine of the Blessed Sacrament in Henceville, AL. The shrine is in the middle of nowhere and sits among some picturesque green hills. The main shrine features a five or six foot tall monstrance for perpetual adoration and the crypt chapel is more gorgeous than most churches I have seen. Father Andrew Apostoli celebrated Mass and gave an inspiring homily about Our Lady of Guadalupe and evangelization. The gift shop is in a small castle across from the shrine and is better looking and better stocked than most Catholic stores.

As a final wrap up, here are things I learned at and on leaving the trade show:

  • No one has ever asked Catholic vendors for electronic versions of their books’ tables of contents. The two non-Catholic publishers at the show have these available and are quite happy to send them along.
  • Soldier of Fortune Magazine is based in Boulder, Colorado. For those who don’t see why this is ironic, here in Colorado we affectionately refer to Boulder as “The People’s Republic of Boulder” and they don’t take that as an insult.
  • The Democrats are holding their presidential convention at the Pepsi Center in Denver in 2008. The Pepsi Center is owned by a Republican who can’t stand unions and doesn’t have a union doing the catering and logistics at the arena like the Denver Convention Center.I find it very ironic that the Democrats, who supposedly are working for the little guy, would choose the non-unionized Pepsi Center over the unionized Denver Convention Center.
  • Having unions responsible for logistics at a convention results in service prices that couldn’t possibly exist in the real world. For example:
    • An urn full of coffee? $700
    • Delivering a poster tube from the Fedex truck to your booth? $35
    • An extension cord with power? $100
  • Just because you spend half-an-hour on the phone with Delta Airlines to make a flight change and they quote you a price of $167.50 for the change, doesn’t mean that the change will happen or that the price is what you will actually be charged.
  • Jim and Nick’s has great BBQ.
  • Landry’s Seafood is way overpriced. $15 for catfish? I don’t think so.
  • The Birmingham airport has free wireless Internet access. Cincinnati and Denver don’t.
  • Regional jets have no padding in their seats. Unless you count the vinyl cover.
  • La Quinta: Spanish for spoiled milk.
  • Empty glass votive candle holders wrapped in bubble wrap in a box as a carry-on do not look like a security threat but an empty laptop case does.

As a final question, suppose, hypothetically, that you don’t go with the rest of the group on the pilgrimage to the Shrine of the Blessed Sacrament. And suppose, again hypothetically, that after Mass you follow the group to the lunch room thinking that they will have a concession stand. And, hypothetically, you find out they don’t but are told that the group ordered plenty of extra lunches and you are welcome to pick one up once the other people have gotten theirs. And suppose that several people show up late after you have started eating lunch. And suppose, hypothetically, that the last person to get there is Fr. Andrew Apostoli and there aren’t any lunches left. How long, hypothetically, do you suppose we would spend in Purgatory for that?

The next trade show is in Cleveland or Cincinnati in July. If you are a store, I highly recommend attending and seeing what new items there are to freshen up your store.

Regina Edmonds
Regina Edmonds

I enjoyed your wrap up of the Catholic Trade Show. You have a great sense of humor. I have produced a Catholic Craft DVD entitled "Making Rosaries in Polymer Clay and am looking for distribution channels. Would your store be interested in carrying them? I am considering the Storefront Opportunity. My website is www.whitegothic.com and I am a dollmaker, but I also love the art of the Church and want to branch off into Catholic items. I also own www.whitegothic.net and am considering your storefront opportunity for that. If you would like to see the Rosary DVD, I would be happy to send you a free copy for your review. Thanks for your post, Regina Edmonds www.whitegothic.com

Sally Dubroc
Sally Dubroc

I really like your site. I need some help with something. The Diocese of Houma Thibodaux wants to offer resources at all of our events. Can you tell me how to obtain a non profit license for a bookstore? God bless Sally Dubroc

arlene hawkins
arlene hawkins

As an entrepenuer about to open my first Catholic bookstore, I've stayed home for the last 22 years to raise my 6 children, I truly enojyed the Catholic marketing network Tradeshow. Everyone was so kind and helpful. I learned alot ,discovered a lot of great Catholic stuff and made contacts with many of the vendors , who were more than willing to share their insight and advice with me. I was very thankful to have been a part of the entire week, including the pilgrimmage to the Shrine. The speakers were awesome. Yes, F.r Apostoli showed up late for lunch and unfortunately, they were out. I did offer my sandwich though, but he got a better offer, one of the ladies from the shrine made him salmon and asparagus. So, i think it all worked out. I will say that every Catholic retailer would benefit greatly by attending the tradeshow. Attendance is also a show of support for our fellow Catholics in business, whom I found to be very supportive of my new endevour. I asked for prayers from everyone and all of them informed me that they pray weekly for their retailers, what greater show of support can you get than that! My friend who accompanied me on the trip said this about the tradeshow, " It was an experience that witnessed to how the "body of Christ' works together, all of us with different talents, different gifts, but all from the same Spirit." God bless all who work to build the Kingdom and may 2007 be a prosperous year . proud to be Catholic, Arlene


The trade show happens twice a year and moves to different locations. It has been in Miami, San Diego, Philadelphia, Birmingham, Cleveland and Chicago. I'm sure that it has been to other places but I don't know where.

lea imbuido
lea imbuido

I am currently a volunteer in charge of a Catholic gift shop. I find your write up very helpful and interesting. It helps me deal with issues dealing with church and office bureaucracy. Question: I live in Souther Nevada, when is the Catholic Trade Show in the area?


La Quinta is kind of like Aloha - it can mean so many different things!


So... La Quinta - Spanish for spoiled milk and bad coffee? which one's closest to a literal translation?


Ian, Unfortunately not all of us have employees who can man the store while we're gone. I'm it--if I'm gone, the store is closed. I attended the Birmingham Trade Show last year before I opened my store, and it was definitely a good thing to do. I will attend the show in Cleveland this summer, but the expense of traveling and closing my store twice a year is more than I can afford right now. Just wanted you to know that not all store owners skipped the trade show due to disinterest! Ann


It was great to meet you at the tradeshow. We will be calling you in the next week (or so) to regarding the storefront program. We talked to you late on Thursday. It was our first tradeshow and as a whole, was a great experience. In answer to your hypothetical question, I think that hypothetically Fr. Andrew would be more forging than someone else, so your hypothetical stay would probably be shorter than if it had been someone else, hypothetically of course. Also, I would have loved to have had you join us for dinner at the Sheraton hotel Cafe, but their chicken sandwich was $15, so in comparison, your catfish was a real bargain... 😉 Lloyd Wheels of Faith


  1. [...] You Take a Vacation? In my post about the Catholic Marketing Trade Show, I suggested that low attendance by stores can be attributed to a lack of interest on the part of [...]

  2. [...] my post about the Catholic Marketing Trade Show, I suggested that low attendance by stores can be attributed to a lack of interest on the part of [...]

Read previous post:
What I Learned on the Way to the Catholic MarketingTrade Show

Just because your plane leaves four hours earlier for Birmingham than your co-worker doesn't mean you will actually get there...