A California Apparel News Special Section May 2016 Shop and Dine: Los Angeles, San Francisco, New York, Miami, Dallas, Las Vegas, Atlanta Trade Show Dilemma: What Makes a Trade Show a ‘First Stop’ for Attendees? Trade Show Calendar 01Cover-final2.indd 1 5/10/16 4:39 PM CALIF APPAREL NEWS_may2015_SAF_inside front cover.indd 1 5/11/16 7:00 PM saf.indd 1 5/11/16 4:07:04 PM Sterling fashions lending solutions for any season. If you’re looking to grow your business, Sterling can provide support beyond traditional lending by allowing you to take advantage of a variety of tangible assets, including your accounts receivable. We understand seasonality, and our factoring services provide vital credit protection. Increase your cash flow, and redirect the often time-consuming responsibility of managing and collecting accounts receivable. You can feel confident in the seasoned apparel-industry expertise of our factoring professionals. We’ve been in the factoring business for more than 85 years. And when you work with Sterling, you’ll have a senior-level relationship manager who provides personalized service and advice based on a comprehensive understanding of your business. For more information, please contact: John La Lota, Division President Factoring & Trade Finance 500 7th Ave, New York NY 10018 212-575-4415 | [email protected] snb.com Member Expect Extraordinary. FDIC sterling.indd 1 1/27/16 12:21:50 PM FEATURE Trade Show Dilemma: What Makes a Trade Show a ‘First Stop’ for Attendees? With a packed trade-show calendar—as well as new trade shows launching—event or- months and highlighting the lines at DMC apparel, creating a curated assemblage of ganizers are faced with the task of driving traffic to their shows. It’s even more challenging that have these sought-after pieces. the industry’s top lines. in markets such as Las Vegas, where multiple events run concurrently at locations scattered Dallas Market Center has also engaged a full-time video team that produces origi- around town. Steven “Fish” Fisher nal content highlighting exhibitors and is Senior Buyer Relations Manager California Apparel News recently caught up with several trade-show organizers to ask pushed out ahead of market as well as dur- Emerald Expositions/Surf Expo what they do to bring in attendees. From offering incentives to spend more time on the show ing the show. Lastly, there are retail ambas- sadors at Dallas Market Center who reach www.surfexpo.com floor to carving out a specific niche in their market, we asked how these organizers make sure out to retailers every day on behalf of exhib- At Surf Expo we pride ourselves on our their show is one of the first stops on attendees’ rounds. itors. They have extended the market cen- direct relationship with our attendees and ter’s reach into the entire Midwest, includ- constantly check the pulse of the buyers to ing retailers from the Rockies to the Missis- gauge our direction. We have a formal group Leslie Gallin sippi. This extra traffic, new promotions and of select top retailers (our Retail Advisory President Footwear nation our attendees really enjoy because of a deeper customer connection are crucial Panel) that we interact with often, and they the exciting happenings outside of the show reasons why showrooms have been moving keep us ahead of the curve. They represent UBM Advanstar as well. From great restaurants to amazing back to the market center from alternative every category on our show floor, and the (including FN PLATFORM, MAGIC, WSA, shows, our attendees really enjoy what Las venues downtown. discussions cover everything from show Sole Commerce and PROJECTsole NYC ) Vegas has to offer. hours to events as well as new categories www.magiconline.com Caron Stover and gotta-have products that all our attend- MAGIC is committed to offering an en- Eva Walsh Vice President of Apparel Trade Show Sales ees can benefit from. riching, one-of-a-kind experience that is Executive Vice President of Leasing and Atlanta Apparel Our surveys tell us the majority of Surf meaningful to both retailers and exhibitors. Marketing Expo attendees are looking for fresh product As the most established leader in the fashion www.americasmart.com and brands. Our sales team works diligently trade-show space, we know this is vital, and Dallas Market Center The Atlanta Apparel experience is what to bring more than 250 new brands to each we pay very close attention by listening to www.dallasmarketcenter.com keeps buyers coming back and encourages show. This—along with recognizing trends what both sides of the aisle have to say. This Over the past 18 months, more than new buyers to explore our expertly curated in grouping categories on the floor—has ensures our programs add value and exceed 500,000 people have moved to Texas and collection. proven successful. The buyers have come the needs of both retailers and exhibitors. the surrounding states. That’s a serious Every aspect of the buyer experience at to expect the latest and greatest from Surf Leslie Gallin Eva Walsh Caron Stover Steven Fisher Henri Myers Suzanne De Groot Deirdre Maloney David Dea One of the areas we see as a must is number of new potential customers for Atlanta Apparel is carefully considered to Expo. education. Be it business pointers or mer- manufacturers to reach via retailers in the create a buying opportunity that is advanta- For attendees, we keep our business- chandising “how-tos.” If we can provide the region. To help, Dallas Market Center has geous to retailers and helps them grow their building seminars, fashion shows and demos knowledge necessary to empower our cus- been elevating the trade-show experience by businesses. From our in-house Retail Ser- on the show floor. Attendees are always ask- tomers, we create a stronger marketplace. connecting manufacturers to busy retailers vices team, which builds relationships with ing for more time to work the show but rec- A marketplace that is vibrant and relevant. in more-sophisticated ways. That starts with new and existing stores by making personal ognize the need to break away for an educa- Networking and relationship building is also improved sales opportunities, including visits, to an intuitive communications pro- tional session; keeping them close by helps on the top of our priority list. People want to promoting fashion at the nine Dallas shows gram that shares information tailored to buy- them manage their schedule. Same goes for do business with whom they like and trust. per year, including four Total Home & Gift ers’ needs, Atlanta Apparel takes the time to coffee carts and food. We work closely with These attributes only happen when people Markets in addition to the Apparel & Ac- really get to know buyers. This understand- show services to curate the menus and are interact in person. So MAGIC offers an in- cessories shows. Because of the gift stores’ ing of the buyers allows the team to provide going to employ roaming carts in September credible array of resources to help buyers growing appetite for more fashion resourc- the most effective assistance, whether it is to bring coffee to where the attendees are or and brands connect with each other and the es, cross-buying is bigger than ever and the providing travel assistance and incentives or to help create interest in a slower corner of industry. extra shows mean about 75,000 additional making recommendations on lines and col- the floor. Making sure the show is extremely ac- buyers to Dallas each year for apparel and lections. It’s a level of service that cannot be Surf Expo also partners with like-mind- cessible for the retailer is crucial—along accessories companies to reach. found elsewhere in the industry. ed associations and organizations to bring with making it easy to navigate and well Dallas Market Center has made a big Inspirational programming and events important functions and summit meetings curated. By creating neighborhoods within effort to attract more contemporary lines keep buyers coming back for more. Atlanta to the show and, therefore, directly to the each show, MAGIC makes it easier for re- and is launching special initiatives and Apparel’s celebrated-speaker series brings a attendees—convenient for the attendees’ tailers to find what they need. We make sure events during market to further draw buy- litany of tastemakers and thought leaders to limited time and adding value to the show. that each show floor is mapped out and di- ers to the expanded contemporary neighbor- buyers in free, open-to-the-market seminars An example here is the upcoming Surf Park vided into classifications, price points and hood on the 15th floor of the World Trade and meet and greets. Atlanta Apparel’s Style Summit 2 in September, where the hope is categories, enabling buyers to navigate from Center. This personalized approach offers Runway is a fashion-show experience un- to accelerate the future of surfing outside a retail perspective. To simplify further, our unmatched opportunities to connect with matched in the industry with theatrical and the ocean. It will be attended by developers, retail team helps retailers set up a schedule, loyal buyers including highly edited fash- inspirational trend-driven fashion presenta- investors, suppliers and experts as well as gives tours and “match makes” as needed. ion shows featuring the latest products from tions. Additionally, the lively Daily Strut current park operators. This really increases We want the MAGIC experience to be easy coveted exhibiting brands. series allows buyers to discover new prod- the ROI of attending Surf Expo. and seamless. Another way DMC highlights outstand- uct multiple times per day with specialized MAGIC also offers a wide range of re- ing exhibitor product is via social media.