31-Show Deal By Marketplace Events Marks Historic Expansion in Canada
July 17, 2024
Marketplace Events (MPE)—an independent producer of nearly 70 home and garden shows, 18 sport and outdoor shows, 16 holiday shows and 10 regional trade shows in North America—recently expanded its business in Canada with the acquisition of 31 events from Master Promotions, Ltd., elevating its total trade and consumer show portfolio to 111 events, which includes 66 in the U.S. and 45 in Canada.
The 31-show deal—which includes 14 sport/outdoor shows, seven home shows and 10 trade events owned by one of Canada’s largest independent trade and consumer event management companies—marks MPE’s largest acquisition in its history. The 111 events in 53 markets currently attract 30,000 exhibitors, 2.5 million attendees and another 5 million unique web visitors each year.
All staff currently associated with the 31 shows will become MPE employees and continue in their current roles, according to company officials.
Insight from MPE CEO
“We’re absolutely thrilled about this acquisition,” said MPE CEO Mark White, who was promoted to the CEO role in May after working at the company since 2008. “It’s a monumental step for us, bringing 31 incredible shows and expanding our presence into 15 new Canadian markets and Alaska. This deal not only increases our portfolio but also strengthens our ability to deliver top-notch events across North America.”
He continued, “We’re excited to welcome the talented teams from these shows into the MPE family. We will continue to grow these dynamic events, providing exceptional experiences for exhibitors and attendees alike, and driving success in each local market.”
Expanding Its Home Show Portfolio
The acquisition includes seven home shows, including PEI Provincial Home Show; Saint John Home Show; Spring Ideal Home Show, Fredericton Home Show; Pictou County Home & Outdoor Show; Truro Home & Outdoor Show; and Edmundston Home & Outdoor Show—all in new markets for the company.
MPE already boasts a strong presence throughout Canada in the consumer home show sector, operating 15 market-leading home shows in Montreal, Ottawa, Vancouver, Calgary, Edmonton and Winnipeg.
Making Moves in the Sport/Outdoor Consumer Sector
The 14 acquired sport/outdoor shows, which includes 13 Canadian shows and one U.S. event, are the Halifax RV Show & Sale; Saint-Hyacinthe Outdoor, Hunting, Fishing & Camping Show; Halifax International Boat Show; Ottawa Boat & Outdoor Show; Calgary Boat & Outdoors Show; Motorcycle Powersport Atlantic; BC Sportsmen’s Show; Moncton RV Show & Sale; Toronto Sportsmen’s Show; Edmonton Boat & Sportsmen’s Show; Quebec City Outdoor, Hunting, Fishing & Camping Show; Moncton Boat & Sportsmen Show; Southern Alberta Outdoors Show; and the Great Alaska Sportsman Show in Anchorage.
The massive acquisition follows MPE’s announcement in March that it was entering the sport/outdoor category with their purchase of four U.S. events from O’Loughlin Trade Shows (OTS), a premier consumer event producer in the Pacific Northwest.
B2C Producer Ventures Back Into B2B sector
The deal also includes 10 trade events in the heavy equipment, fisheries, forestry and technology sectors. These include Eastern Canadian Fisheries Exposition; Expo Grands Travaux; Atlantic Truck Show; Canada North Resources Expo; Atlantic Heavy Equipment Show; Fish Canada Workboat Canada; International Potato Technology Expo; MEET Show; National Heavy Equipment Show; and North Atlantic Fish & Workboat Show.
While MPE has primarily operated business-to-consumer shows, the company operated a trade show in the motorcycle category that it eventually sold, according to MPE officials.
“We are excited for the opportunity to re-enter the trade show category,” White added.
Buying the 50-year old business
Master Promotions President Wendell Howes said he was pleased to deliver the 31 shows into the experienced and talented hands of MPE.
“Over the last 50 years, we’ve built a strong brand across Canada with the help of our dedicated and skilled staff,” Howes said. “I’m really happy that MPE will continue with these amazing people, and I believe only great things can happen with this portfolio of events. Now is the perfect time to hand this business over to North America’s leading show producer. I’ve seen how they’ve grown their other acquisitions, and I’m confident in the future of these shows in their capable hands.”
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