Commerce Wholesale showrooms occupied 50% of the usable floor space as of 2007. Select showrooms are open only to wholesalers, with others accessible to the general public. Unlike stores with traditional shelf and rack displays, entire usable rooms are created, providing consumers an opportunity to compare form and function between applications and manufacturers. A portion of the stores offer items for purchase singly or as a collection, while others offer design services, preservation, renovation, or installation. In addition to being a resource for architects and decorators, the Mart also has featured award-winning designs as selected by the
American Institute of Architects. Catering to suppliers, on-site firms specialize in providing professional services for market research projects. In 1931, Marshall Field and Company lost $5 million, followed by $8 million in 1932.
Motorola Mobility moved its headquarters to the Merchandise Mart in 2014.
Trade fairs Since 1969, the Merchandise Mart has been home to the annual National Exposition of Contract Furnishings, known as NeoCon. With over 1,000 exhibitors of contract and commercial furnishings, and 50,000 attendees, it is the largest trade show of its kind in North America. Since 2006 the Merchandise Mart has hosted the
Art Chicago international art fair. Merchandise Mart hosts the
Chicago Collective menswear trade show in February and August.
Mass media Radio Before the location even opened,
NBC announced plans to build studios in the Mart. When opened on October 20, 1930, the nineteenth-floor location covered and supported a variety of live broadcasts including those requiring orchestras.
WENR and
WMAQ broadcast from the location. Expanded in 1935, with office space in the previously unoccupied tower, the additional provided room for an
organ chamber, two echo rooms, and a total of 11 studios. A staff of more than 300 produced up to 1,700 programs each month, including ''
Amos 'n' Andy''.
Hugh Downs contributed to the
Burr Tillstrom children's show
Kukla, Fran and Ollie from the NBC studios after the network picked up the program from
WBKB. The
Captain Midnight radio program was broadcast from the Mart from 1942 until 1945. WMAQ and WMAQ-TV moved to the
NBC Tower in 1989, though NBC sold WMAQ radio to
Westinghouse Broadcasting two years earlier. WMAQ's former sister FM station, now
WKQX, stayed at the Merchandise Mart until 2016, when it moved to NBC Tower itself. The nineteenth floor is currently vacant.
Television On January 7, 1949,
NBC station WNBQ commercially debuted its
television broadcast schedule on channel 5, with a minimum of two hours of programming per day. April 15, 1956, is remembered as "C-Day" at
WMAQ-TV, and was described by Broadcasting-Telecasting magazine as "a daring breakthrough the black-and-white curtain." With Mayor
Richard J. Daley looking on, NBC President
David Sarnoff operated the controls as Channel 5 became the world's first
all-color TV station as "Wide, Wide World" was broadcast to 110 NBC-TV affiliated stations across the country. The color conversion project cost more than $1.25 million with advertising costing $175,000. On "C-Day", three
skywriting planes flew over the city, trailing streams of red, green and blue smoke. WMAQ-TV first installed color equipment in late 1953, with the
Tournament of Roses Parade of 1954 as the first major broadcast. Introduced in March 1955, the first local color program was
John Ott's "How Does Your Garden Grow?", featuring the use of
time-lapse color film. Although WMAQ-TV has since moved to
NBC Tower about a mile away, and for the most part the 19th floor of the Mart has been turned into office space, one former tenant (Bankers Life and Trust Company) maintained a remnant of the original studios as their video and multimedia department. Local
regional sports network NBC Sports Chicago has their control room, and broadcasts their live studio programming from the Apparel Center expansion; the studios had been home to previous RSNs
FSN Chicago and
SportsChannel Chicago. ==Chicago 'L'==