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"I want them to feel like family"

Frank Burla has nurtured the Chicagoland Int'l Pipe & Tobbaciana Show from its modest beginnings as a private gathering to its present status as the single most important event in the pipe world's year. He and the Chicagoland Pipe Collectors Club (CPCC) have many imitators, but no true rival.

Literally for decades, much of Frank's life has been dedicated to the success of this convention - next to be held from May 14 to 16. He says his daughters virtually grew up with the show - still helping to run it today.

Today, the concept of pipe shows with a collector-oriented mission is commonplace all over the USA - and is gradually establishing itself in Europe, too. In an interview, Frank gives Pfeifenbox an idea of the work involved.

The Chicago show grew from a gathering of enthusiasts to the most important event in the pipe year. How many people are involved in organising it nowadays?

FB: Our show has different stages of needs. Let's start with the first few days after one of our shows has finished, which I call Stage One. I am in contact with each of my seven Show Officers to determine what the major positives and negatives were. What were the constructive and negative criticisms from the exhibitors, visitors and others present? Once I get this information, I start Stage Two, where I call exhibitors and walk-ins at random and ask a group of questions based on the reports that I have received.

While this is going on, our Show Treasurer, Craig Cobine, is doing our financial books, paying bills, cashing checks and making sure that everything balances out. Stage Three is when he and I then spend time on the list of exhibitors who are signed up for our next show. We make sure that the exhibitors of our last show get the first opportunity to reserve exhibit tables for the next one. This is only proper, for they were its first line of supporters. We give a specific date - usually three months after the last show - for the previous exhibitors to reserve, then open the tables up to first time, former or new exhibitors.

Once the books are balanced and most Show Officers have rested, I call for the final Show Officers meeting pertaining to the bygone event. I call this Stage Four, to discuss all the details, including how the speakers were accepted, how the food was received and whether we were able to handle any and all problems. Once this meeting is over, I continue to work full time on the upcoming show, which is then usually about 10 months away.

This is Stage Five. I will spend about six to eight hours a day answering questions from exhibitors or others who want information. As we get closer to the deadline for the exhibitors to register for their tables, I get many calls with specific requests or needs. I am also writing show articles for several magazines, being interviewed by the media and working weekly with the show resort - asking and answering questions in order to make the next show more successful. Except for the Treasurer, most of the other officers can rest until January of the next year.

Stage Six, we start up the meetings again. In the meantime, I determine if we had sufficient help with the show both with CPCC members and the hired staff. Next is Stage Seven: get the appropriate number of people to actually work our show. We need the eight Show Officers, four Show Officers wives, 27 club members, 16 adults over age 21 (who get paid) and four police officers around the clock during the actual show on Saturday and Sunday. We also have emergency staff to handle medical problems, the local fire department to measure air pollution and some part-time personnel from the St. Charles Tourist Bureau to be there to answer questions about transportation, antique shops, sites to see, river boat gambling, etc.

The final Stage Eight is the nuts and the bolts of the show's administration paper work, arranging the exhibit tables, getting the speakers, arranging special activities and over 200 other things needed to have a successful event. Each Show Officer has specific duties and they perform them very well.

How many visitors do you expect - and how many from outside the USA?

FB: This is not an easy question. Let me answer it by saying that when we opened our doors to the general public for our 2003 Show, we had over 600 people waiting in line to get in. These are real buyers, who save their money for this show. Our 'Pre-Show' on Friday will draw between 800 and 1000 people.

I do not want to guess how many people are coming, for if I am off a few hundred, depending on medical problems (in 2003 it was SARS), international flight cancellations due to world problems or the economy, I would feel bad. Let's just say that it is a big show. Another example: last year for our Friday Welcome Buffet Dinner we had 604 guests and are expecting over 800 for the 2004 show.

Our attendance is not based on any situation in a specific country, but on what is happening on six of the seven continents at the time the show is scheduled to open. We get a good 35% or more of our visitors from other countries and cover most of the United States. Let me answer your question in another way: we had almost 80 pipe carvers from around the world in 2003. And we will have some great surprises for our 2004 show.

The event is both a social gathering and a fully-fledged trade fair. Where is the emphasis for you, personally?

FB: My goals are simple. I want people to have fun - this is why we have a resort. I want them to learn as they view, buy, sell or trade at the show, or attend the seminars. Most importantly I want them to feel like family. If those three things are accomplished, the show will be very successful.

A good reception in Chicago is considered crucial to a new carver's career. Conversely, are careers and reputations also in jeopardy at the show?

FB: This is a no win question? Chicago is a show that draws a great deal of international attention, not only from the individual buyer, dealer and distributor, but also from the major interests worldwide. Sometimes, contracts are signed and new careers made or old careers rejuvenated. Your word, your ethics, your 'face' speak as much for you as does the quality of the pipe maker's or tobacco blender's craft. I tell those that ask me about the recipe for success at the show: be yourself, do not be envious of another, tell the truth, do not over-estimate your product's worth - and be able to produce and meet your contract needs. Your success at a show should not only be measured in sales, but in contacts, new ideas developed etc. - and also in learning what the other person thinks, states and believes.

How 'American' is the concept of pipe shows? What chances do you give such events in Europe?

FB: Another hard question. I do not know the answer and do not want to venture a guess on part one of this question. I think that pipe shows in Europe can become important and successful. A successful pipe show does not appear over night. It takes years for a show to develop the respect and importance that it may deserve. Besides having a great name, a show needs a strong base foundation. A show must have a location - preferably one with a smoke friendly venue. It must not interfere with other major events, so the dates have to be thoroughly investigated. The location must have good access to major roads, airports, trains, etc., and there must be support for a show. One person can be in charge of the event, but he must have dedicated people willing to work with him and see their efforts slowly grow. Keep in mind that as soon as a pipe show becomes successful, other people will start planning additional shows. Then you have competition, and many people do not have the time or finances to travel across vast areas of land to more than one show. You must have something at your show that really inspires one to want to make the effort and visit.

I have been asked by Americans, Europeans and Asians to assist them in making their current or future pipe shows successful. I have refused to organize other shows, but will assist in answering questions. No one person's name makes a show successful. The Chicagoland Int'l Pipe & Tobacciana Show sells out its exhibit tables each year by word of mouth - not by public advertising - and the crowds get bigger because of what people hear about the show from their friends or someone they respect who has been there. These days I spend most of my time answering questions, not about the show itself, but about resort guest rooms, transportation and other issues. They know that the show will be outstanding and I constantly pray that it is!

When the show first started, did you ever expect it to become such an important feature in your life?

FB: No! Our show today is the growing baby of our Show Officers, our CPCC members and many of our families. My wife Annette, our daughters Laura and Lisa, and Jim -Laura's husband - work the show every year. Laura and Lisa started helping when they first learned how to walk. They have grown up with the pipe hobby and consider many of the exhibitors and walk-ins as family.

One parting thought: we Show Officers recently had a meeting concerning the resort's request for an extended show contract. It was decided by the officers that if the resort wanted to have an extended contract with our show that it had to accept a contractual rider - if something happened to Frank P. Burla, the CPCC had the right to cancel any and all shows after the one following his death. Then they looked at me and said, "Don't Die!"

http://www.chicagopipeshow.com/

(February 8, 2004)

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