Overland Expo made quite a splash with its Southern California debut last weekend.
The OC Fair & Event Center was packed for the event, with 19,000 attendees perusing the 303 exhibitor booths encompassing 200,000 net square feet that offered a wide range of products including $500,000 overlanding rigs, cooking gear, port-a-potties, bag storage systems, tires, and much, much more.
“SoCal was officially the most successful launch in Overland Expo history,” said Jessica Kirchner, vice president consumer events at parent company Emerald and show director at Overland Expo and Glamping Show Americas. “Attendance exceeded our expectations. We were expecting 200 exhibitors and 15,000 attendees.”
Many Happy Exhibitors
SESO spoke to a lot of happy vendors – though it was somewhat difficult to talk to them because many were so busy communicating with potential customers and answering product questions.
People wanted to talk about the gear – and they were buying.
For example, the Ignik booth was mobbed most of the day as people inquired about the company’s environmentally friendly heating products, especially the Ignik FireCan, which is made out of ammo cans and includes collapsible legs and removable lids.
“It’s amazing,” said Ignik Director of Marketing Brandon Ramirez. “We knew it was going to be busy, but it’s been even crazier than that. I’m kicking myself for not bringing two more people.”
Brandon Ramirez of Ignik, center in beanie, surrounded by customers at Overland Expo Saturday. Photo by SESO.
Rob Little, who works in operations at Bend, Oregon-based ONWRD Supply Company, seemed to be talking nonstop to swarms of customers throughout the day who were interested in the company’s bag organization system for vehicles.
“The attendance has been phenomenal, the engagement is incredible, and the sales in the first couple of hours have been really strong,” said Little, who had already run low on stickers and brochures halfway through Day One. “We’d come back in a heartbeat.”
Rob Little of ONWRD with the company’s bag organization system for vehicles. Photo by SESO.
ONWRD is a young company that started two years ago. Its most popular product is a bag that goes over a headrest and retails for $100. It also makes Velcro-lined panels that hang on the back of seats in addition to different sized bags that attach to the Velcro panel. The most expensive version of all the components together sells for $400.
Companies that were selling much more expensive goods were also busy, such as Storyteller Overland which showcased its new Storyteller Hilt, an adventure truck that retails for nearly $500,000.
“It’s popping off so far,” said Tanner Carroll with Storyteller Overland, which is based in Birmingham, Alabama, about the first day of Overland Expo SoCal. “It’s an awesome start to a new show, it’s definitely more than we expected.”
The Storyteller GXV Hilt was making its West Coast debut at the event, and Storyteller had partnered with a local dealer to showcase it at Overland Expo. Carroll expected the show would lead to some sales of the vehicle, with includes high-end camper components built on a specialized Ram truck.
The Storyteller GSV Hilt sells for nearly $500,000. Photo by SESO.
Van company Rogue Vans leaned into the Southern California vibe by showcasing its Rogue Wave custom van in collaboration with pro surfer Rob Machado, who was on hand to meet and greet shoppers.
The van sleeps four and seats four, and features a removable galley, shower deck, wetsuit dryer, board storage and more.
Rob Machado on the shower deck of his namesake Rogue Wave Pro Model with Rogue Vans owner Santiago Fileta. Photo by SESO.
“The show is really good, it’s packed and filled with our kind of customers,” Rogue Vans owner Santiago Fileta said. “A lot of people in Southern California are into outdoor adventure, and they also have taste and value nice things. It made total sense to come.”
The Rob Machado Rogue Wave Pro Model retails for $250,000, and Fileta expects to have 10 orders by the summer.
Soon-to-be empty nesters Will and Steph O’Brien of Torrance, Calif. just bought a Lexus GX460 that Will is converting into an overlanding vehicle, so they were looking at bumpers, suspension, and other equipment at Overland Expo that he will need for the build.
“This is great,” Will O’Brien said referring to the size and breadth of the expo. “It’s giving us a lot of ideas.”
In addition to exhibitors showcasing and selling overland gear and equipment, the event included 84 hands-on classes, demos, and activities, a Subaru puppy adoption event, Toyo Tires’ happy hour and raffle, and the Women Who Wander networking event.
Overland Expo SoCal Expansion Plans
Kirchner of Overland Expo said the company has big plans to expand the Southern California show next year.
“The 2026 floorplan will expand for overland companies and also include new indoor pavilions showcasing product categories that our audience embraces such as surf, paddle, hike/run, climb, bike, photography, and videography,” Kirchner said. “We want to provide outdoor lifestyle brands the opportunity to sell directly to the passionate overland consumers who attend our events.”
See more photos from our slide show below:
