I suppose you could refer to it as a showcase. The difference for me is that comp routines stay within a particular standard syllabus. Show dances, or showcases, expand beyond standards to include figures and amalgamations beyond the syllabus.
Performing and linking choreographic elements creates, for me, challenges to balance, core stability and frame. I always find that what I learn preparing for a show really identifies technical flaws and performance opportunities. The result is significant improvement executing syllabus material.
Many comps have "open" categories where a percentage of the routine can be choreographed non-syllabus material and which are scored. Demonstration dances which are not scored need not employ standard figures.