Outdoor Retailer (OR) is one step closer to determining the future location of the semi-annual tradeshow beyond 2014, an issue that stirred much controversy at the this summer's event. In partnership with the Outdoor Industry Association (OIA), OR has been assessing industry input from more than 3,000 tradeshow stakeholders via a closed forum site, an online survey, and conversations with shareholders collected over the last several months.
Results confirmed what the industry organizations anecdotally knew to be true about the growing challenges for the show to fit within the Salt Palace Convention Center. Salt Lake City remains the top choice of both retailers and exhibitors if expanded exhibit space and hotel rooms can be provided. Denver is the second highest rated location, again, only if exhibit and hotel needs can be met. Currently the Denver convention facility is not large enough to accommodate OR. Chicago and Las Vegas represent the most capacity and have the largest infrastructure; Anaheim and Orlando are options but have seasonal complications.
OR is still considering proposed venues and continues to work with Salt Lake City and Denver on potential solutions, with plans to announce a decision before the end of the year. “We will continue to work with city and public officials in Salt Lake and Denver, industry favorites as potential host cities – both of which are currently too small to meet the tradeshow's needs in one venue,” said Kenji Haroutunian, Nielsen Expo Outdoor Group vice president and OR show director. “That being said, we are also pursuing other venues that are large enough to house OR. We will weigh these options with stakeholder feedback and we hope to have a decision on location by the end of the year.”
In addition to survey responses, more than 2,300 individuals provided direct comments and feedback through the Collective Voice Forum, and hundreds of face-to-face and phone conversations with key stakeholders were conducted before and during the recent Outdoor Retailer Summer Market. Of the respondents, 40 percent were exhibitors, 37 percent retailers and 14 percent reps.
“We are a size 10 foot trying to fit into a size eight shoe in all aspects,” said Lori Herrera, executive vice president of OIA. “Through the vetting process and stakeholder feedback we know, there is no one-size-fits-all solution. It is also clear that to continue to meet the physical needs of the show in Salt Lake City, we must have the support of the community and local and state elected officials.”
Utah-based retailers overwhelmingly are in favor of remaining in Utah no matter what the scenario, while 43 percent of non-Utah retailers are in favor of moving. Retailer respondents are split almost down the middle over controlling show growth by limiting market segments. When it comes to limiting new exhibitors overall, retailers are split 37 percent in favor and 44 percent opposing. Moving the show to two different venues within SLC also split evenly. More than 85 percent of all exhibitors stated they would not accept a move from the main floor of the tradeshow, even if that move were necessary to keep the show in Salt Lake.
