The Cleaning Equipment Trade Association, otherwise known as CETA, has announced the group will co-locate its annual tradeshow with the 2014 ISSA/INTERCELAN convention, to be held November 4-7, in Orlando, Fla.

CETA is an association of exterior cleaning equipment and product suppliers, distributors and manufacturers. Its members include makers of commercial pressure washers, cleaning chemicals and water treatment systems.

This is the first time CETA has partnered with another organization to bring its members extended access to education sessions, keynote speakers and exhibitors. Typically, CETA hosts its annual trade show, called PowerClean, a few weeks prior to, or following, ISSA/INTERCLEAN.

According to CETA President, Rick Wendt, the association began to consider co-location options as a way to provide members with more “bang for their buck.”

“Companies are cutting back on going to trade shows,” Wendt explains. “They are looking at, ‘Do we need a larger booth?’ ‘Do we go to the larger show?’ We wanted to bring our members a better ROI.”

After an intensive search for a trade show partner, CETA’s board members felt ISSA was the best match. Wendt says many of CETA’s members already belonged to ISSA, or have identified crossover opportunities within its network.

“Most jan/san distributors or building service contractors are either purchasing pressure washers for outdoor cleaning of buildings, parking garages or hot water machines for food safety,” says Curtis Barber, a CETA board member and president of BE Pressure Supply, in Abbotsford, British Columbia, Canada. “It felt like a natural connection for two similar events within the wider envelope of the cleaning industry.”

The co-location with ISSA/INTERCLEAN allows members to combine the group’s annual networking and exhibition offerings, while exploring additional business opportunities — without sacrificing the autonomy of the organization, Wendt says.

CETA is in the midst of ramping up the organization, and ISSA/INTERCLEAN is yet another launching pad for its growing membership, he adds.

“We’re not losing our identity and the CETA brand isn’t going away — if anything it’s going to make us stronger.”

To preserve the “closeness” CETA community members have gained over time, the organization has designated a separate “pavilion” on the ISSA/INTERCLEAN trade show floor specifically catered to its members and about 50 exhibitors.

CETA registrants will have the option of moving back and forth between the two shows, creating a richer, more valuable experience. And the benefit of the co-location is two-fold: the show is also open to ISSA/INTERCLEAN roughly 16,000 attendees.

“We are excited to open up the opportunity for CETA distributors to attend some of the classes offered by ISSA, and we hope to see ISSA members interested in the power cleaning industry attend some of our classes, as well,” Braber says. “Having CETA exhibitors within the show will be an excellent chance to see new products, discuss applications and create new relationships.”

CETA will host events at its selected host property, Renaissance Orlando at SeaWorld, such as the group’s annual business meeting and its awards reception, in addition to co-locating at 2014 ISSA/INTERCLEAN.

In a press release announcing the co-location, ISSA Executive Director John Garfinkel called the event “one more positive step” in the association’s ongoing work to develop new business opportunities for exhibitors and attendees.

“We are pleased to welcome CETA’s members, who will offer exposure to a valuable segment of the worldwide cleaning industry,” added Garfinkel.

For more information about CETA and the co-located event, visit www.ceta.org.