Typically January is the coolest month of the year in Miami. From January 11th - 13th however, the action will be heating up at the Miami Beach Convention Center when the Franchise Expo South has its encore perfomance. Mirroring the success of the West Coast Franchise Expo, in just two years the Franchise Expo South has become a hotspot for franchising and a must-attend event for franchisors and potential franchisees. Focusing on the Southeastern United States, the Caribbean and Latin America, a budding region for franchise expansion, FES brings together the hottest concepts in franchising and the area's most qualified entrepreneurs.

One company that knows a thing or two about "hot" is Wingstop Restaurants, Inc., the Dallas-based chicken-wing restaurant chain. The franchise team had a presence at the inaugural Franchise Expo South and plans to return for a second appearance in January. "The Southeast continues to be a growing market for us and one reason is due to our presence at the Expo," says Bruce Evans, vice president of franchise recruitment for Wingstop. "We offer a strong concept with a simple formula for franchising. We attend the Franchise Expo South because they bring in the qualified prospects."

Turning Up the Heat on International Sales

When it comes to growing a brand internationally, companies are realising the advantages of exhibiting at Franchise Expo South. Florida is an international hub for many parts of the world and the first Franchise Expo South attracted a diverse, multi-cultural audience. In fact, Florida is the #4 franchising state in the US boasting over 620,000 on the franchise payroll.

Ident-A-Kid, a company that provides three million child ID cards to parents and schools, is exhibiting at the Expo for the first time. Lonnie Helgerson, president of Ident-A-Kid, said one of the most important reasons they will be in Miami is to make the most of on the international audience. "Franchise Expo South brings in a tremendous number of visitors from the Latin markets," says Helgerson. "Miami is the gateway to the South. We wanted the opportunity to introduce our concept to Latin and South America. Venezuela had a large presence at the show last year and we think there is a lot of potential to expand our company there. It's a good show for people looking for concepts to take back to Latin and South America."

Planet Beach, a concept with 360 locations worldwide that offers members massage treatments, facials and UV therapy at a low cost in a convenient amount of time, also wants to reach out to the Latin market. The company had a presence at the first Franchise Expo South and plans to exhibit again this January. "Because of Miami's strong Latin presence, it puts us in touch with a set of prospects that we can't reach in the other locations," says Tiffany Rhodes, franchise marketing manager at Planet Beach. "What we find personally advantageous is that this event takes place in a state where there is an opportunity to expand. We already have a well-established brand in parts of Florida, so the conditions for expansion are very favorable."

Rhodes added that Franchise Expo South fits nicely into Planet Beach's international expansion programme. "We are definitely looking to attract attendees from Latin America," continued Rhodes. "With Latin America's strengthening business community, consistent population growth, and continued privatisation of national markets, it's turning into a region of rapid growth for many franchise companies."

Virginia Barbeque, a quick-service restaurant headquartered in Fredericksburg, Virginia, is also exhibiting at FES 2008 with an eye out for franchisees from Latin America and Europe as well. "We are definitely interested in attracting attendees looking to expand in Latin America," says Rick Ivey, founder of Virginia Barbeque. "At last year's Miami show there was a large contingent from Latin America and it's a lucrative market with tremendous potential."

South by Southeast

But it's not just the international potential that makes the FES attractive. Franchisors exhibiting at Franchise Expo South to grow their business in the United States are also lining up to be part of the show.

Based in Florida, Ident-A-Kid has a strong presence in the south, but the company is looking to expand further. "Even though we're based in Florida and have a fair amount of penetration in the state, we have a limited number of locations in the East and Southeast part of Florida, including Miami," says Helgerson. "We felt the Expo would be a great place to find local buyers in those markets." In addition to its international expansion, Planet Beach attends the Franchise Expo South to grow the brand throughout the South as well. "The South has proven to be a market that appreciates our approach to wellness and beauty," said Rhodes. "This market is populated with busy professionals that desire to pamper themselves and need to take a mini vacation even if it's just for 20 minutes. This area also attracts vacationers looking for relaxation and revitalisation." Rhodes said Miami is an ideal city to host the Franchise Expo South because of its reputation for knowing trends and what's hot. "The Miami area's regional growth and professional environment make it an attractive target for companies looking to expand," says Rhodes. "Its diverse culture and quality of life adds to the appeal. As far as our concept, Miami is a hot and sexy city, which mirrors our brand" Virginia Barbeque participated in Franchise Expo South last year, with positive results. "We exhibited last year and had very good leads following the show," says Ivey. "We see the Southeast as a specific area where we'd like to expand, and we think our concept will do very well in Florida." Ivey adds that Miami is a smart choice for hosting the Franchise Expo South. "Miami is a city that's clearly having a huge growth spurt right now and continues to be a great place to do business." With more than 550 restaurants open or under development, Wingstop uses the Expo as a tool to better reach franchisees and consumers. "We use an assortment of sources to reach potential franchisees and the Franchise Expo South continues to be an integral part of that," says Evans. "Whether a company is looking to expand in the Southeast or beginning to grow internationally, the Expo lets you get in front of prospects and discuss the brand one-on-one."

The Future is Hot

So even if Miami's January temperatures don't reach above 90 degrees, there will be plenty of heat and excitement going on in the Miami Beach Convention Center. And if the tropical beaches, Latin-infused cuisine and nightlife aren't enough to draw you in, keep in mind the Franchise Expo South will host thousands of attendees and over 200 exhibitors in 2008. "Last year the attendees were of high quality and showed great interest in our concept," said Rhodes. "The Franchise Expo South is a great arena to present a franchise opportunity."

For more information on attending or exhibiting at Franchise Expo South, visit www.FranchiseExpoSouth.com

Joel Goldstein is the director of marketing for MFV Expositions. He can be reached at jgoldstein@mfvexpo.com.