Outdoor Retailer Chooses Mile-High City for All Shows Beginning January 2018

July 14, 2017

U.S. business-to-business trade show and conference producer, Emerald Expositions, has selected Denver as the official home of its three annual Outdoor Retailer trade shows: Outdoor Retailer + Snow Show, Outdoor Retailer Summer Market and Outdoor Retailer Winter Market.

As the largest U.S. trade shows representing outdoor gear and clothing retailers and manufacturers, the events are expected to draw more than 85,000 attendees and $110 million economic impact annually to The Mile High City, according to show officials.

The shows’ relocation, which kicks off Jan. 25-28 with the Outdoor Retailer + Snow Show at the Colorado Convention Center, comes after Emerald announced it would be pulling the OR Summer and Winter Markets out of Salt Lake City in part due to Utah’s political efforts to downsize the 1.35 million-acre Bears Ears National Monument designation, created by the Obama Administration in 2016.

“Initially our interest in moving any shows was a routine re-examination of what we were offering to the industry (and) we had been exploring a change of dates to better suit the evolving buy/sell product cycle, optimize our hotel blocks and work with the city to provide adequate space for our growing show,” explained Marisa Nicholson, Outdoor Retailer show director.

She continued, “We went to RFP for a new location on February 6 (and) at the time, we expected Salt Lake to remain a leading candidate to continue to host Outdoor Retailer. It was only days later that the industry rallied against the current administration’s formal review of designations around public lands. While we hoped to keep a single location for all shows, we explored all options.”

With strong support from the industry behind it, Outdoor Retailer engaged its industry partners including the Outdoor Industry Association (OIA), Snow Sports Industries America (SIA) and Grassroots Outdoor Alliance in identifying the best possible home for the shows, which involved setting criteria that required destinations to not only be able to meet the logistical requirements for hosting successful trade shows but also demonstrate alignment with outdoor industry values.

“We received submissions from truly incredible cities – a testament to the strength of the outdoor community,” Nicholson said.

She continued, “Through this process, Denver emerged as the undeniable industry choice that allowed us to host all three shows in a state that places such a high value on outdoor recreation. As outdoor recreation evolves, outdoor businesses need to stand together and adapt to those changes to successfully move forward. We look forward to building a future together and thank Governor Hickenlooper, Luis Benitez, director for the office of Outdoor Recreation, and Mayor Hancock for their gracious support.” 

SnowSports Industries America, OR’s newest industry partner whose SIA Snow Show was acquired by Emerald in May, is thrilled with the decision to bring the shows to the city its recently rebranded Outdoor Retailer + Snow Show has called home for seven years.

“In 2010, SIA brought the 50-year-old Snow Show to Colorado (and) since then SIA, Denver and the state have worked together to build the best platform for the winter business, thereby laying the foundation for this announcement,” said Nick Sargent, SIA president.

He continued, “Denver has been an outstanding partner to SIA and the winter industry, and we are excited to help grow the economic impact that the Outdoor Retailer shows and the SIA On-Snow Demo bring to the state.”

The upcoming OR Summer Market, set for July 26-29 at the Salt Palace Convention Center, will mark the end of OR’s 22-year run in Salt Lake City.

“Outdoor recreation is a huge economic force in the state of Colorado – it generates $28 billion in consumer spending annually and contributes a whopping 229,000 jobs and two billion dollars in state and local tax revenue,” explained Amy Roberts, OIA executive director.

She continued, “Colorado’s elected officials have shown significant leadership in promoting policies that ensure the outdoor recreation economy continues to thrive. OIA looks forward to having our industry gathering contribute to Denver’s economy and serve as a platform for collaboration that increases outdoor access and participation for all Americans.” 

Meanwhile, Grassroots Connect, an invitation-only event for the specialty outdoor industry, will collocate with Outdoor Retailer in Denver when an appropriate venue is attained, according to show officials.

“Denver is a wonderful choice for hosting a collocated Outdoor Retailer and Grassroots Connect,” said Rich Hill, president of Grassroots Outdoor Alliance.

He added, “These combined events in Denver will deliver the most effective and efficient nine days of our specialty-retail buying cycle. We look forward to continuing to work closely with Outdoor Retailer and OIA to achieve this and other shared industry goals.”

Luis Benitez, director of Colorado’s Outdoor Recreation Industry Office, couldn’t be happier about the change of venue.

“The State of Colorado and Outdoor Retailer share the common belief that protecting public lands is not only good for the economy but also for the soul,” Benitez said.

He continued, “We look forward to becoming the gravitational hub for the thought leadership that represents this important industry that makes an enormous contribution to both Colorado’s and the country’s economy. We’re especially excited to send a heartfelt welcome to all exhibitors and attendees, and look forward to serving and promoting the industry for many years to come.”

Add new comment

Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.