We’re checking in with some trade show operators to catch up on what’s new in the ever changing trade show landscape as the season gets underway.
Today we hear from Surf Expo Show Director Roy Turner about Surf Expo’s increase in show exhibitors and show space, the new freedive push, attracting retailers from beyond the coastal strip and much more.
Surf Expo is September 8-10 in Orlando, Florida.
What is new for this show? Anything you are really excited about?
Every show seems to offer its own reason for excitement, but we think the upcoming Surf Expo September show is extraordinary. Surf Expo is the only true boardsports trade show and the most accurate representation of what the surf market is all about. The changes we’ve seen in the industry over the past few years and the significant void that created led to new buyers, new exhibitors and a new focus on Surf Expo.
We’re able to showcase entire markets in a way they ought to be represented, and don’t treat any category as only worthy for the “tent out back.” That’s exciting not only for us, but for the thousands of buyers who call Surf Expo home, buyers who continually tell us they wouldn’t miss a show. Buyers who rely on Surf Expo for their business to succeed. How can such an endorsement be anything other than exciting to hear?
With the addition of our new dive section — and its emphasis on freediving– our huge assortment of women’s apparel lines, swim lines, and every category of hardgoods under the sun on display, we are offering our retailers new opportunities and new perspectives for their business.
Are the number of exhibitors up and is the total space of show up?
Definitely up! Since the economy swing in 2009 we have seen a 22% aggregate increase in the number of actual exhibitors — not lines represented, as many smaller shows report — at our show and an aggregate increase in square feet of 27%.
Please note that our show is approximately 200,000 square feet in size, so a more than 20% growth in square feet often is larger than the total size of some of our smaller competitors. The growth of our September show was recently recognized by Expo Magazine who identified our September show as one of the fastest growing shows in the U.S.
Any new brands coming that you are excited about?
We’re excited about a variety of new brands and entire new categories at Surf Expo September. In addition to industry stalwarts like Quiksilver, Billabong, Hurley, O’Neill, Rip Curl and Vans, the September line-up features 107 first-time exhibitors to Surf Expo such as Hippy Tree, Toms, Plan B, Vox, Iron Fist, Switchboard Distribution, Tork Trux, Freewaters, Schtank Skateboards, Star Kites, Seattle Sports, Rum Therapy and RAEN.
All of our categories are doing great and we expect to be sold-out by the end of July, but we’re particularly excited by the strength of our stand up paddle section, the wakeboard/wakeskate category, and the introduction of our new dive area, which emphasizes freediving.
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Now that the recession is behind us, are you seeing brands increasing their trade show budgets?
Surf Expo had the fortune of not seeing a huge dip when the economy tanked and our commitment from the top brands remained consistent through the days of the “Great Recession.” Why? Exhibitors understand that trade shows offer the most effective use of time and money to see important retail accounts and grow their business.
And since Surf Expo counts buyers by the thousands (not the hundreds), the recession actually made our value proposition stronger, not weaker. That’s why we’ve seen an aggregate 22% increase in exhibitors and a more than 13% increase in buyers and store attendance since 2009.
The industry is doing a great job appealing to buyers beyond the coastal strip as well. Whether you’re talking about apparel and swimwear, stand up paddle or wakeboarding, we’re seeing the appeal of the brands that we serve growing along waterways across the country. We’re certainly more aware of the need to communicate with those Midwest, South Central and Canadian retailers, and we’re seeing good organic growth from those regions because of the work of the industry. While we’re proud of our strength along the East Coast, our appeal stretches coast-to-coast, and to more than 50 countries.
How are you ensuring retailer attendance at your show?
The nearly 4,000 lines at Surf Expo do the best job of attracting buyers and over our 35-year history we’ve become a “can’t miss” destination for hundreds and hundreds of great retailers. Those buyers have compared us to everything from a family reunion to prom night. It’s flattering to hear their praise, but we understand that the great selection of brands are the real reason for our incredible buyer base.
That support — and the support of our exhibitors — does allow Surf Expo to do a few unique things compared to the rest of the trade show industry, things that set us apart and offer unrivaled customer service. Our Buyer Relations department is constantly working with brands — large and small — to identify new or important retailers and bring them to the show. While this is just a tiny sliver of our overall attendance, we understand how important it is. Seeing that one key account face to face in a focused, business-first environment can often make a whole show for certain brands.
Surf Expo has also benefitted from larger market development. As the industry has expanded to include customers from beyond the coastal strip, Surf Expo has been there every step of the way. Our category assortment reflects that. We’re the world’s number-one wakeboarding and SUP trade show, and while salt water flows through the veins of many of us, we’re incredibly excited to help our companies develop new customers, regions, and markets.
