There also may be transportation problems. While some second-tier cities, such as Toronto and St. Louis, are served by virtually every major airline, others, such as Atlantic City, NJ, are less easily accessed by air, which may make it difficult to attract people traveling a distance. We are able to negotiate very good hotel rates and, though most of our attendees drive to Atlantic City, we get those rates extended through the weekend for the convenience of air travelers who need a Saturday layover. Certainly a big plus of many second-tier cities can be lower costs for meeting space rentals, hotel and meal charges, and labor rates. Secondly, the hotel packages are sometimes much more reasonable than in the major cities, so it becomes more attractive to your attendees.
Cities vary tremendously on individual line items.
But we find that when you add it all up, the net washes out to be much the same. People may be reluctant to attend if getting there involves connecting flights and increased travel time. They may not view a second-tier city as hosting a significant event. If the show is well known, an identity problem doesn't exist. Organizers also need to recognize that overseas attendees frequently come not only to see a show but also to enjoy well-known attractions of the show city.