Fledgling Show Production Company Competes With College Fest, Plans Student Expos For '98

BOSTON
The husband and wife team of Richard and Ellen Calmus has booked the Hynes Convention Center here for two weekends in January and September 1998 for a consumer exposition for college students.
The couple and their recently established company, Boston Youth Marketing, face entrenched competition from Commonwealth Promotion in Boston. Its most recent event, also at the Hynes, during Columbus Day weekend drew more than 25,000 students and was promoted as “the largest college party,” featuring live music, sweepstakes and discount coupons from some 100 exhibitors.
In sharp contrast, Boston Youth Marketing has dubbed its event SWAG (Stuff We All Get) Mania, pledging that exhibitor products will be the “main attraction” and that “distractions” such as rock music or wet T-shirt contents will not be allowed.
“Consumers attend the show with the full understanding that they are there to meet with companies, purchase products and get great deals,” said Richard Calmus, president of...