SGMA International has put its stake in the ground with The Super Show, announcing last week a shift in the focus of the annual event from a pure trade show format to a mix of expo events and business conference. While this idea is not new — just remember back to the failed attempt at Miller Freemans Sportlab event after it bought the NSGA show — SGMA has managed to keep many of the key exhibitors intact from last year while adding some high level conferences with key industry executives on a number of panel presentations.
In an exclusive interview with Sports Executive Weekly, incoming president of SGMA International Tom Cove said that the trade association had struggled for some time to make the Super Show more relevant.
“For many, the trade show format works very well, for many it doesnt,” said Cove. “We need to bring these people together in one place to stimulate the industry. Its a fundamental shift for us reflecting changes in the industry.”
SGMA is folding the Super Show into a broader concept called the International Sports Product Experience, which will be held January 17-19, 2005 in Orlando. In addition to the show, the revised format will also include the International Business Intelligence Series, or IBIS, which will feature presentations by a number of industry leaders including Doug Morton, president & CEO of The Sports Authority, Bob Corliss, president & CEO of The Athletes Foot, Kevin Plank, founder & president of Under Armour, and Richard Heckmann, chairman & CEO of K2 Inc.
“Not everyone has the opportunity to hear what Doug, Bob, Kevin, and Dick have to say about the future of the industry,” said Cove. “The presentations will bring many industry people together for the first time.”
IBIS is a series of 40 one-hour research-based presentations covering virtually every aspect of the sports product marketplace and will present the latest research on topics ranging from color and style, forecasting, the Latin market and the impact of health and aging issues on the business of sports, according to an SGMA release.
“Weve set up the International Business Intelligence Series in direct response to the changing needs of the industry,” said Cove in the release. “We are committed to providing real, tangible value to attendees, and were confident this jam-packed program will deliver.”
“This concept is something that has never been done before,” said Mike May, director of Communications in an interview with SEW. “When people leave their office for a business trip they deserve the opportunity to maximize the expense of that trip.” May said that the new format will be appealing for everyone retailers, manufacturers, sales reps, importers, etc He said the diversity of topics should impact 99% of those in attendance.
IBIS will offer a Sports Executive Series geared toward strategic planning issues, as well as a FasTrax Series aimed at buyers and manufacturers in a number of different categories. Admission to each IBIS session is $20. A limited number of these passes will also be distributed free to exhibitors, which they may pass on to their customers.
“There will be a number of complimentary tickets available to the presentations,” said May in the SEW interview. “We arent looking for a financial windfall. We are looking at the benefit for attendees.” May said there will be plenty of ways for those that wish to attend the seminars.
The International Sports Product Experience will also offer two information-filled luncheon presentations. On Monday, January 17, the SGMA International State of the Industry Address will be presented along with a Manufacturers View From the Top. On Tuesday, January 18, the Retailer View from the Top will feature a panel of speakers from larger retailers and major sports industry executives.
In addition to the luncheons, the new format will also feature the following topics:
“There will be more things to do and attend than anyone could possibly do in three days,” said May. “It promises to be more enlightening and educational than any other industry event.”
The other mission for SGMA is to create more networking opportunities for attendees, a feat they hope to achieve through 20 networking parties, 10 on each of the first two evenings.
“Its not rocket science,” said Tome Cove. “We will have free beer right after the show in the two main lobbies.” Mike May described the events as a “pit stop” on the way back to the hotel.
Cove said they will attempt to create a “headquarters hotel” in the lobby since the Orlando venue doesnt provide a centralized gathering place. The networking parties, which will run from 5pm to 7pm each evening, will be broken down by category. Anyone can hop from event to event.
>>> Execution and communication will be key here. We cant expect attendance to be huge in year one, but value for attendees will create buzz for year two…
