CR Newsmaker Interview: David Glanzer

WonderCon started this morning, the Spring show in one of the nation's great cities from the good folks that bring you Comic-Con International in San Diego every July. I like checking in with David Glanzer -- guru of publicity for all WonderCon, Comic-Con and APE -- on a regular basis about those shows and he was nice enough to squeeze in some time on a very busy week. I wrote yesterday for CR's "Festival" that I had a great time at last year's show, which I think speaks to the strength of their execution because by choice, orientation and general good sense WonderCon's not a show that plays fully to my particular set of interests at all times. I can't imagine how great it would be to have such a show within easy traveling distance to my home, and I hope everyone who can makes it out. -- Tom Spurgeon

TOM SPURGEON:: David, what's the difference in playing an away game as opposed to a home game? What's different about taking a show on the road? Are there specific things about it you like?

DAVID GLANZER: Well probably the biggest challenge is that you don't have access to the center as often as you would were you living in the same city. I will say, though, that with regular site inspections and constant contact with those at the facility it's much less complicated than one might image.

We've operated both WonderCon and APE in San Francisco for some years now and, for the most part, I think it's been a fairly smooth effort.

If there is a plus side it's getting to visit a very cool and fun city. San Francisco is a great destination city and having two shows there means I get to visit at least a few times a year.

SPURGEON:: How would you describe -- or CCI describe -- what WonderCon has to offer that's special and unique on the con schedule. I know last year we talked a bit about how it's a major con, but beyond it being a big show, what's special about it?

GLANZER: Yeah it's grown to be a major event, and I think one of the unique things about WonderCon is something that makes Comic-Con fairly unique as well. We have a long history of delivering a really diverse slate of programming as well as exhibit floor.

I mean this year alone we have a stellar guest list that includes some of the top people in the comics industry (including Neil Gaiman who just recently confirmed his appearance on the panel for Dr. Who) as well as a great array of A list movie and television talent, gaming companies and, of course, every major comics publisher in the country.

We really do put on the type of show we ourselves would like to attend, and I think our guests, professionals and exhibitors know that, if it's a show we produce, we can deliver.

SPURGEON:: What does having Marvel exhibit mean to a show like WonderCon? I don't want you to be on the defensive about that question -- I swear I'm not asking it that way -- as we both know Marvel is slowly building its con strategy and presence at a lot of shows. I'm more interested in the nuts and bolts of it. What can you do with Marvel in attendance that maybe you couldn't do before? Attending last year, for instance, I know that the mainstream programming seemed really DC heavy, and I assume that's not the case this year. Is it hard to find them a place on the floor?

GLANZER: Well the floor sold out a little sooner than I think any of us had expected. But we have been chatting with Marvel for some time so placing them wasn't really an issue.

I guess the obvious plus of having them on the floor is it allows us to say, as I did earlier, that we really do have pretty much every major comics publisher under one roof. But more importantly it allows our attendees the chance to interact with them at their leisure. It also makes it easier to plan programs and panels. But, again, I think the most beneficial aspect is having a place on the floor where fans can interact with the people who create the books they enjoy. It's great for attendees and it's great for Marvel as well.

We're incredibly excited to have Marvel on the floor. But we're also grateful for every exhibitor we have. I know that sounds like a PR answer, but I hope you know me well enough to know that I am sincere in saying that.

Some people will make an issue of a certain exhibitor not attending or sometimes of a certain company not having a program. There are as many reasons for that as there are companies out there. But having all these publishers here allows us to have even more diverse programming. And a more diverse programming line-up means those attending will have even more of a selection of panels from which to choose. And that's good for everyone!

SPURGEON:: One thing that a lot of people admire about your shows is that you maintain a focus on comics guests that might be of some interest to different kinds of comics fans. Last year, for example, one of your guests was Darwyn Cooke, who's in the middle of his Parker series, and this year you have Seth. I know this is oversimplifying, but is there something you look for in a alt-comics or indy-comics guest for a WonderCon that's different than the standards you might apply to bringing in such a guest for Comic-Con? How important is it for you to stay diverse at a show like this one in all facets of what you do?

GLANZER: Diversity really is the key. It's the key in terms of inviting guests, placing the floor, producing programming... it's just a major factor in everything we do. And this is true of all our shows. I don't know that we have a different criteria for WonderCon than we might for Comic-Con except that as Comic-Con is such a bigger show, sometimes people we would want to invite as guests are already being brought by a sponsor company.

We have a large guest committee and everyone is encouraged to put forth names of people they would like to see. Luckily that committee is also diverse, so that always makes for a fun guest list at WonderCon... and I would argue at any of our shows.

SPURGEON:: How would you describe the state of comics retail at your shows? It seems like back-issues collecting and trade buying has changed a lot over the last ten years. What are you hearing from retailers in terms of what makes a show good for them?

GLANZER: The retail industry is much different today than it was when I started with Comic-Con back in 1984. We have always tried to make sure our attendees know that our exhibit floor has a wide array of both retailers and product in addition to the publisher presence. New product, back issues, toys, games, memorabilia, just a nice (here's that word again) diversity of product and retailers.

We're lucky in that fans who attend our show bring money to spend. Even (because of the economy) when we were holding our breath at last year's WonderCon, many retailers reported good sales. This was true of APE last year too. I think having extensive programming may actually help in this regard.

I know there are those who feel that too much programming can keep people off the exhibit floor and that could have the negative effect of less sales, but for us that doesn't seem to be the case.

We notice that people at our shows tend to stay for a considerable amount of time; most for the entire day or weekend They explore the floor, catch some panels, come back to the floor and this routine is repeated throughout the day and/or weekend. Because of this retailers have a chance to make an impression on an attendee more than a few times during the course of a show.

SPURGEON:: There's been a lot of drama in the convention circuit over the last 24 months – you provided some but not all of it with your most recent CCI hosting city decision, but there have also been new players and new shows and some regional shows have really settled in in a strong way. Are you grateful for what looks like a more staid calendar the next few years and the opportunity to grow what you do in terms of a quieter news front? Can you talk about an institutional goal that you have with WonderCon, say, that you'd like to see over the next three to five years?

GLANZER: I'm sure you know that we don't do a lot of press. I mean with regard to the whole "are we staying, are we moving?" issues of last year, we really didn't go out and talk about that. We certainly answered questions, but we didn't try to create news in that regard.

I mean we certainly try to let our attendees know of upcoming shows, upcoming guests/programming and the like. But we don't make a habit of banging the drum too much. We've gotten some flak for that. But to tell you the truth, with so many conventions around I don't know that we need to keep reminding people of WonderCon or Comic-Con. That is, until we start getting guest and programming confirmations.

More shows, more top quality shows, is good for everyone. If fans have a good time, exhibitors make money and professionals enjoy themselves, then it's really a wining situation for all concerned.

WonderCon is a fun show in a fun city. I would like to see its popularity continue because it really is this giant little show. For a show that attracts the kind of exhibitors, guests, professionals and press, it has grown in popularity, but remained comfortable. You know WonderCon was one of my favorite shows on the comics circuit long before we became involved with it. The Bay Area just has this amazing relaxed vibe. WonderCon is still one of my favorite shows on the circuit because I think it also has that vibe. It's a big show with a laid back attitude. I think our goal is to maintain that fun and relaxed attitude.

SPURGEON:: David, last year when I saw you at WonderCon you were surrounded by press people angry about the San Diego hotel situation. Can you talk a bit about why this year's hotel lottery went well? How glad are you to be out of that phase of preparation for CCI this year, and what did you learn that you might apply to the ticketing and hotel phrases of next year's show?

GLANZER: Angry press people? Nah.

To be fair, I think some members of the press, not unlike non press attendees, wanted an explanation as to why the hotel situation was such a disaster and were we planning on doing anything to remedy it.

While things don't always go smoothly, I hope people do understand that it's not from a lack of trying. We really do analyze things that work and things that don't and then spend even more time trying to duplicate the good things and mitigate the bad.

We worked closely with our housing provider to see if we could learn from the past and I think we did. Of course in San Diego we are always faced with the dilemma of not having as many hotel rooms within walking distance of the center as everyone would like. But we're trying to make the best of the situation by having more shuttle routes.

How happy am I to be out of that phase of CCI planning? Well, to be honest we're never really out of it. We still have meetings on registration and hotels throughout the year. Even in the midst of WonderCon we had a housing meeting right before we got on the plane for San Francisco.

It may not look like it, but we really are trying to make the best of a complex situation. I think we may have done a better job with hotels this year, hopefully next year we can say the same about general registration.

SPURGEON:: You know WonderCon as well as anyone, and I know it barely, if at all. What's a secret to enjoying that you might share with a comics-interested friend? Is there something you enjoy, something in the neighborhood you're able to get away to do, a certain guest that you look forward to seeing. Give CR readers a tip, David!

GLANZER: Well for comics related it's just really too much. I mean Sergio, Kirkman, Seth, Gaiman... The list goes on. I love visiting the booths on the floor if I have a chance. I always tell people it's great to visit the booths you have planned to, but it's also amazing to walk around and explore ones you may not be familiar with. One year I hadn't realized I kept a poor exhibitor at his booth for sometime after the hall had closed because he had such unique and interesting product. We were finally asked to vacate the hall as the lights were dimming.

As for off site, well this is not specific to the show, but it is specific to the city and, more importantly, the neighborhood. There is a small Thai restaurant behind the convention center (whose name escapes me now) that serves the best Tom Ka Gai soup. It's a coconut chicken soup and I have not found a better soup anywhere else. It's just amazing. And everyone I've introduced to this place heartily agrees.

But really, San Francisco is such an amazing city. Great food, great sites to see, great bars to visit great comics shops... it really has so much going for it that it would take a week to just scrape the surface. I hope people come to WonderCon and do some scraping!

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