West Coast Expo slated Nov. 3-5.

For Ronn Cordova, it's all about the numbers. "We exhibit at the West Coast Expo because the sheer volume of people attending is phenomenal," said Cordova, vice president of franchise development for Eatza Pizza.

It's also about the quality.

"The quality and caliber of the exhibitors and the attendees is amazing and that includes everyone from the big boys to new concepts," he adds.

In fact, organizers expect more than 200 "big boys" and new concepts to be on hand when the doors open to this year's West Coast Franchise Expo Nov. 3-5 at the Los Angeles Convention Center. By the end of the three-day event, which is sponsored by the International Franchise Association, more than 10,000 potential franchisees are expected to have walked the aisles in search of the perfect franchise fit.

"It really is impressive when you realize how popular this event has become in only three years," says Richard Del Giorno, show director for MFV Expositions, which is producing the Expo.

Cordova is not surprised at the event's overnight success.

"They do such an amazing job promoting the shows and just seem to bring a higher caliber of patron who is actually interested in franchising," he said. "You don't see as many tire kickers (as at other events)."

That is one reason Cordova says that Eatza Pizza has eliminated all other franchise shows from their schedule except the International Franchise Expo in Washington D.C. (March 30-April 1, 2007) and The West Coast Franchise Expo.

Another reason is the prestige of positioning his chain, which has more than 100 one-price, all-you-can-eat pizza, pasta, salad and dessert parlors sold or under development, in the same venue as larger and established concepts.

"Our goal is not only to sell franchises, but it's also an image maker," he says. "Basically, if you're there, you're a player. It allows you to get your name and your brand out there."

Brian Birnbaum will be there, introducing Liquid Capital of America Corp. to the U.S. market.

"This will be our first time exhibiting in the U.S.," said Birnbaum, who is president of the Canadian franchise that funds corporate receivables accounts. The concept was introduced in the United States earlier this year. Liquid Capital already has 40 U.S. franchises and Birnbaum expects to sell another 300 of the home-based businesses over the next three to four years.

"We're looking for more exposure and for franchisees that want to get out of the corporate world and want a home-based business," he said. "We've done a couple of shows in Canada, but they were much smaller and actually not very successful for us. Our franchisees are lenders who help small businesses succeed and make a good return on the investment. The level of investor those shows brought in just didn't have the equity we needed. But from research we've done, the West Coast Franchise Expo brings in franchisees with the background, expertise and equity we're looking for."

Birnbaum said the company's primary sales effort is focused on brokers and Web sites, but the WCFE provided an opportunity that was too good to pass up.

"We heard about the excellent response from the Expo last year. Based on that and our research, we decided to exhibit in the show," he said.

For Donna Johnson, franchise events sales manager with Instant Tax Service, success on the East Coast led to the company's decision to head west.

"Our first time exhibiting was at the IFE (Washington, D.C.) in June," said Johnson. "We had some great leads in DC and we are looking to expand in LA."

Instant Tax Service, which offers tax return services, has been franchising since 2004 and has grown to more than 75 franchises and 96 company-owned locations. The West Coast is a high priority.

"Basically we're looking for more good people to join us," said Johnson. "Not only first time franchisees, but also smaller businesses that may have the mom and pop store but want to join a larger group. We can give them the financial and advertising support that maybe they couldn't get on their own."

In addition to the hundreds of franchise opportunities, many of the foremost authorities on franchising will be on hand at the WCFE presenting workshops and seminars on topics ranging from the basics of franchising to advanced, in-depth discussions of the various franchise relationships. Special seminars have been scheduled for minorities, women and veterans. A new symposium for franchise systems detailing the latest methods and insights in creating, writing and implementing efficient operations manuals has been added.

At the Professional Center, meanwhile, attendees can meet with attorneys, consultants, lenders and other professionals who offer free advice on a range of topics.

This combination of exhibits, education and information has turned the West Coast Franchise Expo into the largest franchise event on the West Coast.

"We really do attract the most innovative franchise concepts, representing a wide range of areas of interest and investment levels," said Del Giorno.

Among the first-timers at the WCFE will be Aaron's Sales and Leasing. The Atlanta-based franchise that sells and leases upscale furniture, appliances and electronics products has 1,200 locations in the Northeast, Southeast and Midwest and has been in business more than 50 years. As they planned an aggressive expansion effort on the West Coast, the WCFE was a natural choice.

"This is our first time at the West Coast Franchise Expo. We heard it was a good opportunity and it's a chance to get in front of a lot of qualified buyers," said Greg Tanner, director of franchise development.

"Another reason we chose the West Coast Franchise Expo is that we are an upscale franchisor and our qualifications are high," he said. "We're looking for at least 25 to 30 good, qualified leads out of the show. Right now our leads are primarily from the Wall Street Journal and trade publications, but we're putting together a sales force of people on the ground which allows us to attend these shows and really get out there and commit to our potential franchisees and clients."

For Barbara Valentino, director of marketing and communications for Tropical Smoothie, the WCFE is also a chance to introduce the West coast to an East Coast favorite.

"We have a strong presence in the Southeast and Florida and we are looking to grow on the West Coast. We see that area as a market to target," Valentino said of the Destin, Fla., chain of 200 locations in 27 states. "A lot of folks on the West Coast haven't heard of us. What we are hoping to do is create relationships with potential franchisees and show them we offer more than the average smoothie franchise. We feel that actual face time with the potential franchisee or developer is what really brings in the leads. A show like the West Coast Expo is a great venue to do that."

In the end, however, Chuck Woolweaver of FastBucks Franchise Corporation says the reason his company chooses to attend the WCFE is simple.

"The WCFE is a must for any franchisor looking to expand their franchise business," he says.

Joel Goldstein is the director of marketing for MFV Expositions. He can be reached at [e-mail]. More information on the Third Annual West Coast Franchise Expo is available at www.franchive.org and www. WCFExpo.com.