PWC Trade Fair draws rave reviews for networking.

"Would you do business with an architect who's based in Philadelphia but is willing to travel?"

"Do you help MBEs with financing?"

"Would your company be interested in employer/employee workshops?"

These were a few of the questions posed to the exhibitors at Professional Women in Construction's (PWC) Seventh Annual Trade Fair, presented in association with the National Minority Business Council (NMBC). This year's event, held recently at the Pfizer Conference Center in New York City, attracted approximately 300 visitors and showcased 40 booths. It gave a variety of major firms and governmental/public agencies an opportunity to make themselves accessible to the women, minority and small business community and, in turn, afforded many small businesses a chance to pitch to potential employers. It was, in fact, a prime example of-business-to-business marketing in action.

Lenore Janis, president of PWC and the woman who has orchestrated each trade fair, explained, "This fair appeals on several levels. It draws the giants of the construction industry - owners, general contractors, construction managers, even banks, that are seeking subcontractors, specialty companies and suppliers within the W/MBE community."

Secondly, Janis said the mix of exhibitors and the placement of vendor tables encouraged business-to-business networking among the exhibitors themselves. Finally, walk-ins, many of whom represent W/MBEs and other small businesses, had an opportunity to meet corporations and agencies who are sincerely eager to get down to business.

All agreed that while the mood was relaxed, the intent was serious. Malissa Feldman, associate publisher of the Women's Yellow Pages, said "I took out my datebook three times tonight and engaged in several in-depth conversations. I've already set up a breakfast meeting with a prospect for next week. This is much more productive than ! expected."

Carol Goldstone, president of Horn Graffiti Control, a graffiti abatement company, agreed that she was able to do business not only with visitors who approached her table, but with other exhibitors. "We're not just vendors, we're attendees. That's what a trade fair is all about," she said.

Waller Walker, the firm's vice president (and a woman), said "PWC has been a fabulous organization for us, affording wonderful opportunities for networking. Tonight, once again, we have intros to the private sector and public agencies."

One of the "giant' exhibitors was Tishman Construction & Interiors. Nora Coffey, in charge of business development with Tishman Interiors, noted "We don't exhibit at any other trade fair, but this event lets Tishman confirm its commitment to Affirmative Action, and identify M/WBE firms in the building community." She also noted that Tishman is a long-time supporter of PWC events because "PWC provides us with a forum to meet new talent and nurture our existing relationships. We also like to introduce our new project managers to PWC as early as possible."

Several exhibitors were involved in a major new project, the construction of the $1.2 billion Terminal 4 at JFK Airport, to be named JFK IAT (International Air Terminal), on the site of the International Arrivals Building. The largest privatization ever of its type, it is a joint venture of a consortium comprised of Schiphol USA (an Amsterdam-based company); real estate developers LCOR Inc.; and Lehman Brothers.

Chris Woods of LCOR is JFK IAT's Compliance Manager. He explained that LCOR "sets the standards for Affirmative Action, then all others are obligated to cat through our goals." JFK IAT's presence at the trade fair is, said Woods, "is part of our outreach effort to the community."

Morse Diesel International was chosen as the Construction Manager for JFK IAT because of its strong Affirmative Action policy and its commitment to contracting 15 percent to MBEs and 5 percent to WBEs. Pat Williams, Administrator of Minority Business Development and EEO at JFK IAT, said "Morse Diesel builds not only buildings, but communities. Exhibiting at the PWC Trade Fair helps us make sure that the community at large is aware of business opportunities at the project. We want to get the word out to PWC's members and the people they network with."

Williams applauded PWC, saying that the organization "is the leader in providing networking to put WBEs in the heartbeat of this industry. Tonight's event puts us in the arena where anyone can walk in and find us."

The Port Authority, which manages JFK, LaGuardia and Newark Airports and is leasing the terminal area to the consortium, was represented at a neighboring exhibit table. Robert Foreman, Senior Policy Analyst of the Authority, said that the P.A.'s M/WBE commitment is the "finest in the region." He explained that all contracts under $250,000 are set aside for minorities and women, and those under $500,000 are generally considered for M/WBEs before going public.

Chase had a similar goal in exhibiting. Sherina Abdool, Assistant Manager/Program Administrator for the Minority and Women Owned Business Development Program, said "We're here to give companies access to Chase. One woman came up to our booth and told me she didn't even know Chase had such a program."

Amtrak was also seeking small, minority and women business enterprises. Contract Administrator Jon Tumor said "There is opportunity with Amtrak, from nuts and bolts to buildings, supply, services, construction."

On the seller side, nearly 25 percent of the booths were "womanned" by WBEs. Judy Gold, president of Speedy Lien, helps subcontractors collect money due them through liens. She was delighted to "let people know about our business," and said that she spoke with someone who may switch his business to her.

Cheryl Werner, a sales representative with Construction Force Services, which provides temporary and long-termpersonnel specialists for the industry, including painters, electricians, and laborers, said "At other trade fairs you're just a number. Here people come who support PWC and its goals and know they'll be supported. PWC goes the extra mile for everyone who takes part in its events."

Jim Singer, project executive with Promatech, Inc., a WBE, was similarly enthusiastic. "Our table was a great success. We met existing clients and several new potential customers and consultants. It was a great opportunity to promote and expose our company and its services. We're looking forward to next year's event."

Recent college graduates Melanie McGillich and Nicole Schorr founded Bag-It, Inc., only two months ago and are working on their WBE certification. They already received a good deal of interest in their product, a reusable fabric container that holds 2,200 pounds of loose material and can be used for debris removal at a construction site. "This fair has been productive and a true learning experience for us," said Schorr.

McGraw-Hill & Co. Account Executive Charles Akinduro managed Engineering News Record's (ENR) table. "I hope both to generate readership and find advertisers. It's important to keep our name out in the market and make sure people are familiar with the publication," he said.

Psychologist Ellen Weber may seem an unlikely attendee at a construction trade fair. Yet she found everyone receptive to her service, holding workshops on such topics as employer/employee relations. "I think this has been a stupendous success," she said. "Everyone is enthusiastic and accessible. Even though I'm not in the industry per se, everyone was very interested in my ideas."

Leslie Oliver, vice president of Lifesaver Training, which designs emergency medical systems, found that "Everyone was friendly and warm. People didn't just drop a business card and move on. There was real interaction. The exhibits also were highly professional and showed women's special touches."

To which Ms. Janis smiled and said, "Impeccable style combined with substance. That's what PWC is all about."