How do you make your trade show more popular? You can try asking Lance Armstrong to speak.
That's exactly what organizers of the Sunbelt Builders Show did for this year's event. The cycling icon is slated to appear at 12:00 p.m. local time as the trade show's keynote speaker at the Austin Convention Center.
Texas Association of Builders executive director Scott Norman told the Austin Business Journal that he'd asked Armstrong to speak "a long time ago" and that he'll touch on "overcoming cancer and his life story."
But Armstrong's recent troubles with the U.S. Anti-Doping Agency could overshadow his inspirational speech. Just weeks ago, the athlete was forced to give up his seven Tour De France titles, as well as many other competitive wins. His appearance at the Sunbelt Builders Show will be one of his first since the banned substances controversy began.
To attend the keynote, you can purchase tickets for $50 at the door.
Do you think Armstrong's appearance will help boost trade show attendance?