'Life is good' Cofounder Named NACS Show Opening Speaker

ALEXANDRIA, Va. -- "Life is good" cofounder Bert Jacobs has been named as an Opening General Session speaker for the NACS Show, which takes place October 1 to 4 in Chicago at McCormick Place, the Association reported.

Jacobs will speak during the NACS Show Opening General Session on Oct. 2, and is the co-founder and CEO (chief executive optimist) of The Life is good Co., a $100 million privately held business based in Boston. In 1994, with a combined $78 in the bank, Bert and his brother, John, launched Life is good to spread positive vibes with its colorful collection of apparel and accessories. Unlike traditional brands, Life is good replies solely upon consumer word of mouth to communicate its brand; the company has never had an advertising budget, NACS reported.

"The overwhelming success of Life is good demonstrates that optimism can take you anywhere," NACS Convention Chairman Steve Loehr, vice president of operations support at La Crosse, Wisc.-based Kwik Trip Inc. said in a released statement. "Bert's inspiring message is a perfect way to open our industry's signature event and help attendees think big picture."

NACS Show full registration, which includes admission to the general sessions, workshops, expo and the Welcome Reception, is $295 for NACS retailer members and $495 for other retailer attendees. One-day registration also is available ($195 for NACS retailer members and $295 for other retailers). These super-saver rates are available through July 22. Other rates apply for non-exhibiting manufacturers, service providers, brokers and consultants.

Attendees also can request hotel preferences online at www.nacsshow.com. NACS has negotiated room rates for more than 20 hotels in proximity to McCormick Place. Early submission of housing requests will increase the likelihood that attendees will be able to stay at the hotel of their choice within the NACS Show housing block. Equally important, these hotels have access to the shuttles for transport to and from McCormick Place.

Overall, 21,983 attendees were at the NACS Show in 2010, including 1,328 international attendees. The NACS Show featured a 370,000-plus net-square-foot exposition floor with 1,300 exhibiting companies -- including 330 companies new to the NACS Show.

Earlier this year, the NACS Show was again named the top trade show in the United States for "buying power" and second overall for buying plans according to the annual report on U.S. trade shows developed by Exhibit Surveys Inc. This year's NACS Show will also be the association's 50th annual meeting.