evm_september-2023 - 27

BEST PRACTICES
have evolved how they present themselves
and conduct business on the trade show
floor. In the past, established brands would
set up a closed-off booth that allowed
entry by appointment only, keeping reps
on schedule as they met with their key
accounts. But over time, that approach
has broken down, and now, exhibitors are
creating more open booth spaces that invite
all attendees to walk through.
" I think a lot of brands have seen that
it just benefits the whole outlook of the
outdoor industry, which is about inclusion.
Everybody's welcome, " he says. " The other
thing that we're starting to see is where
brands are thinking a lot about who they're
next to. It used to be, 'I don't want to be
next to them; they're a main competitor.'
Now, we are seeing this bit of collaboration
in terms of booth space being near
like-minded or somewhat related brands
and products that complement what each
other does. "
In 2024, the new co-located Outdoor
show will
Design + Innovation (ODI)
debut as an enhanced sourcing area showcasing
domestic and international suppliers
of raw materials, along with businesses
delivering current technologies in manufacturing
and sustainability across the
supply chain. ODI will operate side-by-side
with OR in the Salt Palace over the same
dates with separate registrations and offer
its own education sessions, workshops and
networking activities.
" We want ODI to become a stopping
place for any company that is looking for
technical materials, technical add-ons to
products or new trends, thinking about the
next innovations that are going to make
things better, lighter, safer, " Smith says. " To
be positioned next door to OR just widens
the whole breadth and depth of our community
ecosystem-who we're serving, not
just the buyer and seller, but the designer
and the product manager, as well. "
REACHING CONSUMERS WITH
A NEW FESTIVAL
When OR's parent company Emerald
acquired Lodestone Events, producer of
the Overland Expo series of vehicle-based,
adventure travel consumer shows, in January,
it gave OR the chance to branch out
into a new market-consumers. Outdoor
Adventure X (OAX), Emerald's new consumer
lifestyle event for the outdoor recreation
enthusiast, took place in June at
Snowbasin Resort in Huntsville, UT, the
eventmarketer.com
FALL 2023 EVENT MARKETER
27
weekend preceding OR Summer 2023 in
Salt Lake City. The new festival, operated
by Lodestone Events, featured outdoor
activities, clinics, demos, camping and live
music, all while connecting consumers
with 150 gear vendors, a win-win for both
brands and OR.
" That omnichannel approach is what
we want to be doing in the outdoor industry, "
Smith says. " So we have the design
and innovation piece of the business [with
ODI], we have OR for brands selling into
retailers, and now we have an opportunity
for brands to reach the consumer and see
what that touchpoint looks and feels like to
get their feedback, let them test and touch
their product. "
Timing is important for capturing the
greatest number of exhibitors and attendees-a
learning Smith says the team took
away from hosting the first OAX festival, as
it hit Father's Day weekend, which usually
keeps families together at home. Another
consideration is drawing attendees from a
place like Salt Lake City, where climbers,
backpackers and hikers actively spend the
weekend outside. Smith points to spreading
the right message, finding the right
location and choosing the best dates to
bring outdoor enthusiasts of all levels into
OR's events.
The Summer and Winter shows are
now at the beginning of their respective
seasonal sales cycles, and The Summit by
OR, running concurrently with Winter
Sports Market in January 2024, will provide
more business opportunities and bolster
the winter buying calendar.
" In this industry, everybody's a participant.
They're not just fans or consumers,
they're actually enthusiasts, they live this
lifestyle, " Smith says. " With outdoor recreation,
it's all about touchpoints. You have to
meet the consumer where they're at and let
them be part of that process. "
IMAGE CREDIT: KEITH FEARNOW
http://www.eventmarketer.com
evm_september-2023

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