International Fly Tackle Dealer Show Shatters Records in Denver

November 11, 2019

As evidenced by its impressive growth in participation, relocating to Denver seemed to have been a good decision for the International Fly Tackle Dealer trade show, which took place Oct. 16-18 at Colorado Convention Center.

Known as the world’s largest international gathering of fly fishing manufacturers, retailers, sales reps, media and fly fishing organizations, IFTD 2019 experienced a record 137 percent increase in its attendance at 2,251, its largest audience ever in the history of the event. In July 2018, the show drew in 950 attendees to a collocated event with ICAST at Orange County Convention Center in Orlando.

In response to attendee and exhibitor feedback, American Fly Fishing Trade Association, which owns and operates the show, decided to not only move IFTD to another location but also shift its timing from summer to fall to increase industry participation, according to show officials.

“The fly fishing industry showed up and made a statement this year,” said Ben Bulis, president of AFFTA, which is the sole trade association for the fly fishing industry and the largest angling trade organization in the world. 

He continued, “After six years co-hosting in Orlando in July with ICAST, and with the growth and increased enthusiasm of our industry, it was time for a big move. The decision to once again make the show a stand-alone fly fishing event, schedule it in October and return to our roots in Denver was the result of direct conversations with our membership. We know that there’s no way to please everyone, but the results are loud and clear: IFTD is home.” 

The 2019 show also set records on the expo floor, with 156 exhibitors showcasing the latest gear, equipment, waders, fly line, tippet and accessories across 98,000 square feet of exhibit space. More than 260 new product showcase entries competed for best-of recognition in their respective categories. 

According to show officials, booth space sold out 10 months prior to the 2019 event, setting another record for the show.

Fly fishingIn 2018, IFTD attracted approximately 80 exhibiting companies to a 76,300 sq. ft. showfloor. 

The event’s conference portion also saw a jump in attendance, with 15 educational seminars attracting 491 attendees. The show’s industry breakfast, keynote speaker Steven Rinella, host of the Netflix series MeatEater, sold out at 290 attendees. 

IFTD also featured two themes that the fly fishing industry has rallied behind: the #kickplastic initiative and promoting diversity on the water via a lively panel discussion. 

This year, the trade show went single-use plastic-free and worked to reduce its energy footprint. Green practices included using ecoboard signage and compostable plates, cups and eating utensils; handing out reusable water bottles and supplying filling stations; using evergreen badge lanyards and eliminating aisle carpeting. 

Data on the show’s total waste diversion, energy savings and carbon reduction was not available by press time. Learn more about IFTD’s sustainable practices here.

“This year, our move back to Denver to stand on our own is the culmination of three years of tireless work by our staff and board, but especially by our show committee, led by Steve Bendzak,” Bulis said. “I couldn’t be more proud of the programming we had for our attendees. This show is such a vital part of our industry’s success. We’re already digging into next year and can’t wait to deliver an even bigger and more valuable event.”

IFTD will return to the CCC Oct. 7-9, 2020.  

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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.