Is Interbike The Next Show To Move?

By Thomas J. Ryan

Following major date shifts at other industry trade shows,  Interbike, largest bicycle industry trade show in North America, is considering moving its show to the June/July timeframe from mid-September.

An e-mail survey was sent to exhibitors and retailers on Friday probing the pros and cons of shifting the show earlier in the year by two to three months. Two questions also probed moving the show from Las Vegas, where it has been held since the mid-1990s.

“We sent an e-mail to all of our stakeholders and have asked for their feedback on the timing of product introductions, sales cycles, etc.,” said Interbike’s show director, Pat Hus, in an e-mail sent to SGB Executive. “In that survey we have asked for their opinions on dates and locations.”

The move would follow similar shifts by Interbike sister show Outdoor Retailer, and its global peers Eurobike and the Taipei Cycle Show to make the shows more of a buying than marketing show.

A particular challenge for all the trade shows has been competing against the private showings by many of cycling’s giants, including, Trek, Specialized and Giant. Some events are scheduled as early as June. Many of the majors no longer show at Interbike because of the rise of these private events. And bike dealers have been particularly challenged by many brands selling direct. The Internet has also disrupted the traditional path to launching buzz around product. Some hot launch product showcased at the Sea Otter Classic often finds its way across social media circles as early as April, well before the trade shows.

In the survey introduction, Interbike notes there’s been “some strong interest” in moving Interbike to a June/July time frame beginning in 2018.

“We have had feedback that exhibitors and attendees would find more value in an earlier product introduction/preview timeframe. As such, suppliers might be more inclined to debut product at the show to internal and external sales staff and retailers who want to get a full picture of what the entire industry has to offer. This is a fact-finding mission to shape the future of Interbike. Your input will allow us to make the best–informed decision.”

In its survey, organizers said the move “would change the primary purpose of Interbike from an end–of–cycle marketing event to a season launch event. We understand that these changes wouldn’t serve the sales and marketing preferences of all our exhibitors.”

The survey questions explored product introduction timing, the buy/sell cycle, and the timing of orders placed by retailers. It asked whether the earlier dates would help increases the number of orders placed, enable earlier sales meetings, better work with within the sales cycle for product introduction (i.e., before peak ordering), support earlier meetings with suppliers as well as smaller retailers/buyers, and enhance for marketing new products. It also questioned about any conflicts with a number of other shows, including Frostbike, Outdoor Retailer Summer Market, Sea Otter Classic, Eurobike, Taipei Bicycle Show and China Cycle.

One question specially asked retailers and exhibitors if they preferred mid-to-late June, early-to-mid July, mid-to-late July, but another question explored a wide range of dates running through October. Exhibitors were also asked if they would be able to make a move to earlier dates in Las Vegas for 2017.

Early Response
SGB Executive reached out to several industry participants to gauge their views on any date changes. A few retailers were concerned that the new dates would take staff our of their doors in the busy summer months but agreed it would help with the buying process.

“The date move is because our ordering and decision making timeframes are much earlier than the Interbike September dates,” said Kent Cranford, owner of Motion Makers Bicycle Shops in Asheville and Sylva, N.C. “Most dealers have already committed to the majority of their vendors before the show.”

Ray Keener, executive director of the BPSA (Bicycle Products Supplier Association) said with the shift to big bike companies doing their own shows in July and August, mid-to-small size suppliers would like to see the show before the big guys absorb all the retail open-to-buy. The challenge is that with June being the busiest month of the year at retail, those small-to-mids would end up with “ideal” show dates yet with few buyers to sell to.

“I applaud Interbike for doing this survey and listening hard to all segments of the industry,” Keener said. “Our one big U.S. show is so important to all of us, to the health of the industry eco-system, that any moves need to be studied and made very carefully.”

An executive from an cycling apparel brand who declined to be quoted believes the changes are because Interbike, like many shows, is struggling with relevancy. Beyond the big bike brands holding private camps and no longer releasing products at Interbike, Eurobike, the industry’s largest show, preempts Interbike by two to three weeks.

In 2017, Eurobike will remain in its usual timeframe, Aug. 30 to Sept. 2, but in 2018, will shift to starting on Sunday, July 8.

“Small retailers can’t afford to be out of their stores that much and Interbike doesn’t do much more than serve as a social function,” the exec added. “The last couple of years I think more people are working the event than attending. All of us are suffering with less traffic, so I don’t think a date/location change could be a bad thing.”

Mike Jacoubowsky, partner, Chain Reaction Bicycles with two stores in California in Redwood City and Los Altos, said, “Interbike scheduling is really tough, because you’ve got Eurobike coming in ahead of it, getting the new product introduction spotlight. But dealers would revolt if Interbike was moved prior to the Eurobike (timeframe) because sales are still strong that time of year and we can’t afford to send staff to the show.” At the same time, Jacoubowsky wondered how relevant the show would remain if it was moved to a later date for logistics/convenience reasons. He added, “Does Interbike need to transition from a new-product show to something more seminar-oriented?”

Kelli Kavanaugh, owner of Wheelhouse in Michigan with two stores in Detroit and one in Hamtramck, said she personally supports moving the date, but later into the winter rather than summer. “In a four-season climate, we have just three seasons to make money, and leaving the shop during those nine months is pretty difficult, if not impossible,” said Kavanaugh. “I am not as motivated by product launch as others in the industry. I am more concerned with being unique in my market, price, quality and country of origin, as I have a focus on made-in-the-U.S. goods.”

James Moore, owner of Moore’s Bike Shop in Hattiesburg, MS, said the earlier dates works “okay” for him although he’d likewise prefer even later in October, November, December, January or February. “The downside to those later months is that many small dealers (like me) may feel that they can’t afford the trip due to the slower season,” said Moore. “It seems easier to justify when money is still coming in (like September).”

For Moore, Interbike stopped being about buying years ago and is more about business improvement through NBDA (National Bicycle Dealers Association), where he sits on the board, and the available seminars. Added Moore, “A ‘buying show was time sensitive based on when new product was released, an educational Interbike is timeless and easiest justified in the slowest season – assuming there’s still enough money to attend.”

Goodbye Vegas?
Meanwhile, the survey also explored retailers’ and exhibitors’ interest in leaving Las Vegas. The survey stated, “It has been suggested that participants have grown tired of the location for Interbike and Outdoor Demo, and that Las Vegas no longer meets the needs of the bicycle industry.” Respondents were asked to rank in order of preference: Anaheim, CA; Denver; Salt Lake City and the current venue, Las Vegas’ Mandalay Bay Convention Centre as their preferred choice.

Bicycle Retailer said a frequent complaint with Las Vegas is the fees charged to exhibitors by Mandalay Bay, including those to bring beer, coffee or other refreshments to booths. But moving from Vegas has been kicked around for a few years and is partly due to the cycling ethos works against Vegas. Said Motion Makers Bicycle Shops’ Cranford, “Shops owners and staff could care less about the Sin City environment and would prefer to be in a place with more outdoor friendly activities,”

The apparel brand exec said that while flights are inexpensive, most other costs, including a basic meal, are too high in Vegas. “A breakfast from Starbucks runs over $20, so good luck spending less than $100/day on food (not including drinks),” he said. “Our industry relies on a lot of people who make a modest amount of money. Vegas prices them out. Also, it doesn’t seem to be a good cultural fit. Denver or SLC would both be an improvement, though Denver has better beer, and that goes a long way. Also, would be awesome to be able to ride safely to the show.”

Moore’s Bike Shop’s Moore, however, saw some benefits logistically with Vegas. He said, “I don’t care for Vegas at all but having been involved in location decisions in the past with Interbike staff I understand Vegas has the ability to meet the needs of a group our size in a most affordable manner. More desirable locations may price smaller dealers out of attending – or at least make it too costly to bring key employees.”

On a potential location change, Chain Reaction Bicycles’ Jacoubowsky noted that there’s “something to be said about shaking things up once in a while, kind of similar to how you should move things around in your store and expose people to new things.” But he felt the organizers might be looking for a better area than Vegas to support more of a consumer-oriented show and that may be driving the exploration.

“Dealers on the other hand find consumer entry to the show a slippery slope towards increased direct-to-consumer sales as vendors sell off what they brought to the trade show,” said Jacoubowsky. “Pat’s between a rock and a hard place on this one.”

BPSAs’ Keener added, “We’re a West-Coast-based industry, and if there were some way for us to all fit into Salt Lake City or Denver or Anaheim, I’d welcome a change. And I think the rank-and-file of retailers would still prefer Vegas. This is a less difficult problem to solve than the dates issue, and still not easy.”

Photo courtesy Interbike