Alliance Nationwide Exposition Launches Holiday Gift Consumer Show in Orlando

October 22, 2020

From Dec. 3-6, general service contractor Alliance Nationwide Exposition will launch Orlando Winterfest 2020 at Orange County Convention Center. Held in partnership with International Drive Business Improvement District and iHeartMedia, Orlando Winterfest will be the first holiday gift show of the year, after previously scheduled events have either been canceled or postponed into 2021 due to COVID-19. According to event officials, this event will provide the time and space for companies that haven’t had a way to network with their customers face-to-face to make the sales they desperately need this year.

Alliance Nationwide Exposition officials say the company is committed to bringing back live events. “After safely holding the first exposition held in the United States post-quarantine, the Together Again Expo in July with over 1,400 attendees, we were looking for the next opportunity to serve our community,” says Mark Yuska, owner and president of Alliance Nationwide Exposition.

Noting that regional and non-corporate events would be among the first to return, they set out to create Winterfest, a large-scale consumer event utilizing many of the talents from the trade show industry while introducing new consumer partners.

“We have all faced a year like no other,” said says Luann Brooks, executive director at the I-Drive Business Improvement District (a collection of businesses around the convention center area). “Our businesses have pushed through with strength and hope as I have never seen before, [and] we are thrilled to have something new and exciting for us all to look forward to this holiday season.”

The event’s holiday market will include more than 1,000 vendors, creating an expansive gift shopping experience. In addition to shopping, there will be family-friendly activities, festive food and beverage options, live music and entertainment. Orange County Convention Center will be decorated for the holidays with festive photo opportunities showcasing designer sets, trees and wreaths throughout.

Winterfest“Alliance has found a lot of pent-up demand among the consumer vendors,” says Yuska. “Many of these vendors rely on festivals and markets to sell their products and services, and with many of the holiday markets being cancelled in 2020, Winterfest will provide the perfect environment to safely sell inventory to the public.”

Event partner iHeartMedia will bring publicity and media marketing by utilizing its network of live broadcast stations, billboards, social media and digital services to the inaugural holiday festival. Tickets will be available through Ticketmaster. Based on marketing projections, they’re expecting as many as 10,000 people over the four-day show.

“The OCCC is proud to host Orlando Winterfest 2020, which will bring our community together for a festive holiday consumer event,” said OCCC Executive Director Mark Tester. “After safely hosting several events and consumer shows, and implementing our Recovery and Resiliency Plan, we are confident that Winterfest will provide an enjoyable holiday experience for all to enjoy.”  

Guest and team member safety will be the main priority, according to event officials. Alliance Nationwide Exposition staff as well as the convention center will ensure all state and local safety guidelines will be followed. Winterfest guests can expect larger and one-way aisles, touchless ticketing and entry, as well as hand sanitization spaces throughout the space.

Winterfest will also adhere to the GBAC Star Ratings, the highest standard for health and safety. OCCC received its GBAC accreditation in May of this year. Since then, the facility has successfully hosted more events than any other convention center in the country, and has done so while keeping its staff and guests safe and healthy.

Find more information about Winterfest here.

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.