evm_september-2023 - 26

BEST PRACTICES
'EVERYBODY'S WELCOME'
Outdoor Retailer will launch a Hosted Buyer program, debut the Outdoor Design + Innovation show,
and continue to tap into the consumer market in 2024
By Juanita Chavarro Arias
Discovering what's new in the outdoor industry is a big draw for
buyers at Outdoor Retailer's Summer and Winter trade shows.
2024 IS SET to be a year of growth for
Outdoor Retailer (OR). The 40-year-old
b-to-b outdoor sports trade show will
introduce an updated format for its shows,
developed through feedback gathered
from exhibitors
and retailers. Rolling
out at June's OR Summer 2024, the new
features include launching a large-scale
Hosted Buyer program, reimagining and
expanding the sourcing area into a new
co-located Outdoor Design + Innovation
show, and introducing a simplified booth
space plan and new pricing structure to
support exhibitors.
Starting next year, OR will host dedicated
hours for both buyers and exhibitors.
The first two days of each show will open
with specific morning hours for buyers and
exhibiting brands. After buyer hours the
first two mornings, and for the full third
day, all attendees can explore the show
26
EVENT MARKETER FALL 2023
floor, which saw more than 720 exhibitors
at Summer 2023. OR will also continue
to offer expert-led education sessions
and networking events, while celebrating
the industry with the annual Innovation
Awards and Inspiration Awards.
" The overwhelming consensus was
that one of the main reasons to be at a
show is to meet with retailers, and for every
brand, it's different. Some are there for pure
commerce, some are there for marketing,
and some are there to continue to build and
strengthen relationships, " says Sean Smith,
show director at OR. " That's where retailers
really get to spend time with c-suite leaders
from brands where it doesn't happen at any
other show. "
Smith says the Hosted Buyer program
was established to remove industry-wide
obstacles that may have kept retailers away
from the show, such as travel-related challenges,
increasing prices and staffing issues.
Through the program, qualified retail
buyers can apply for an opportunity to
access available funds to offset the costs
of attending OR. The participating buyers
will have avenues to schedule in-person
meetings with exhibitors during the shows.
" The brands will benefit from buyers
coming to take a look at what their store
needs to carry to best serve the outdoor
recreation consumer, " Smith says. " In addition,
it will allow us to focus on getting the
right number and the right buyers by show
category. Camp & Hike is a big section. We
need a lot of buyers who specifically are
there for Camp & Hike, and the same goes
for Lifestyle, Snow or Water. "
AN EXPANDING, EVOLVING
SHOW FLOOR
With discovering what's new being a big
draw at the shows, Smith says exhibitors
eventmarketer.com
IMAGE CREDIT: KEITH FEARNOW

http://www.eventmarketer.com

evm_september-2023

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