Lifeboat Events plans to subsidize 125 retailers' attendance at next year's DealerCamp bicyle demo and expo at the Deer Valley Resort in Park City, Utah, a 25% increase over 2010.
“DealerCamp's retail subsidy program is the cornerstone of the event,” said Shimano American's Penina Bush. “Lifeboat Events has budgeted a considerable amount of money to minimize the cost of retailer attendance, and Shimano will collaborate with Lifeboat to assure that a strong target group of retail buyers will attend,” said Bush.
The “Pick Me for DealerCamp” campaign is launching through print and web advertising, social media and a new website – pickmefordealercamp.com – where retailers can submit a request for a DealerCamp subsidy. Lifeboat Events will share retailer requests with their top suppliers, selecting the final list of subsidized retailers from shops that exhibitors nominate.
“It's pretty powerful when suppliers hear directly from their retailers about their desire to come to DealerCamp,” said Lance Camisasca, president of Lifeboat Events. “In the end, suppliers get to nominate retailers for subsidies, and we want to be sure the strongest voices among their retailers are heard.”
This investment in retailers is an unprecedented 12 percent of DealerCamp's gross revenues.
“We know the bicycle dealer is the backbone of the industry, which is why we are making such a large commitment. While other event groups provide funding to retailer organizations, we prefer to skip this step and go right to benefiting the retailer directly,” said Camisasca.
Suppliers who commit to DealerCamp by Feb. 15 can submit a retailer wish list. From these, Lifeboat Events will compile a master list and identify 125 businesses to invite to DealerCamp as part of the Retailer Subsidy Program. Lifeboat Events will continue extending invitations until 125 retail businesses have accepted. Subsidy amounts vary depending on geographic location, with more distant retailers receiving larger subsidies.
Additional qualified retailers are encouraged and welcome to attend DealerCamp at their own expense.
