Behind the Scenes: Ludex and Partners Elevate VIP Experience at National Sports Collectors Convention
August 22, 2024
With 100,000 potential customers walking through the doors, how do you stand out from the crowd at a sports collectors convention? Four exhibitors—Ludex, TikTok Shop, CGC Cards, and Dappz Sports—partnered with show management to sponsor an exclusive VIP Experience at the National Sports Collectors Convention (NSCC) to capture attention in the $32.4 billion global sports memorabilia market, which is projected to increase at a compounded annual growth rate of 24.16% over the next decade, reaching $227.2 billion by 2032, according to a report by Market Decipher.
Not only did the sports trading cards market generate $14.8 billion in revenues in 2023, it is also projected to reach $51.2 billion by 2033, growing at a compounded annual growth rate (CAGR) of 13.21% over the next decade, according to the same Market Decipher report.
Held July 24-28 in Cleveland, the 44th Annual NSCC drew collectors and hobbyists who walked and shopped the 500,000-square-foot exhibit hall at the I-X Center. (We reached out to JBJ Promotions, which manages the public show, for final attendance numbers but did not hear back as of publication.)
The five-day collectibles extravaganza, held at the Rosemont Center in Illinois last year, featured the National’s TRISTAR Autograph Pavilion with about 150 superstar athletes, including Manny Ramirez, Julius Erving, Joe Montana, Reggie Jackson, Barry Sanders, Floyd Mayweather, Cal Ripken Jr., and Cherryl Miller—to name a few.
To uncover more about an exclusive VIP experience at this year's event, we spoke with Heather Denniston, co-founder and president of Ludex, who played a pivotal role in organizing the VIP lounge (watch a sizzle reel here).
Here are six highlights from our interview. Watch or listen to the full interview here.
Inside the VIP Lounge
Over the past couple of years, Ludex has partnered with the show to host the VIP lounge, offering attendees a unique experience apart from the bustling main floor. This year saw the VIP lounge grow fourfold in size over last year, accommodating 5,000-6,000 VIP ticket holders.
"In the VIP lounge, collectors can relax, connect with others, enjoy a drink, and discuss their collections in a more intimate setting," Denniston explained.
Highlights inside the lounge included:
1. TikTok Shop VIP Stage: Rapid-fire live breaks, hobby podcasts, and more.
2. Convenient Concessions: Exclusively for VIP and Early Entry Passholders, the concessions in the lounge offered a quick and easy way to grab refreshments.
3. Relax, Refresh, and Recharge: The expanded Ludex Lounge provided plenty of seating, along with multiple phone charging stations.
4. Free Daily Trivia Contests: VIP ticket holders could test their knowledge about sports cards, memorabilia, and the industry to win prizes each day.
The Collaborative Effort
The VIP lounge's success was made possible through a partnership with TikTok Shop, CGC Cards, and Dappz Sports. Denniston emphasized the collaborative nature of the event, from planning out the schedule to organizing the activations. The involvement of athletes, CEOs, and artists added further excitement and engagement throughout the VIP Lounge.
"We had athletes doing autographs and interviews, interactive entertainment spots, and games spread across the 40,000-square-foot area," Denniston said.
Goals and Metrics of Success
As a relatively young company, Ludex sees significant value in sponsoring such events. The primary goal for Ludex: brand awareness, Denniston said. "Our main objective was to ensure people knew who we are and what we do," she explained.
For measuring success, Denniston outlined key performance indicators (KPIs) such as organizing the event well, meeting the needs of partners, and receiving positive feedback from attendees. "From a partnership perspective, everyone walked away feeling it was a great success," she added.
Promotion Strategies
Promotion for the VIP lounge began about a month before the event. Denniston elaborated on the multifaceted approach: "We teased the experience on social media, promoted via press releases, and had clear signage at the event itself."
These efforts paid off, attracting significant attention and ensuring that attendees could easily find and enjoy the VIP lounge, she said.
Looking to the Future
While this event was a major focus, Denniston hinted at Ludex's plans for future events, including potential sponsorships at other shows like Fanatics Fest and Comic Con. The company aims to broaden its reach as it continues to diversify its offerings within the app.
The Founding Story
Denniston shared the backstory about the inception of Ludex during the COVID-19 pandemic. "We were looking through sports cards and realized the difficulty in assessing their value. That inspired us to create an app that uses AI to digitize and value collections," she recounted.
With a rapidly growing user base and more than 130 million cards scanned on the app, Ludex is making significant strides in the industry.
Main image: National Sports Collectors Convention 2024
Partner Voices
MGM Resorts is renowned for its exceptional service and diverse venue options across Las Vegas, Detroit, Springfield, National Harbor, Biloxi, and Atlantic City, providing flexible spaces for meetings of any size. Beyond these offerings, MGM Resorts distinguishes itself through a strong commitment to social responsibility and sustainability, making it an ideal choice for your next meeting.
At the core of MGM Resorts' company values is its platform, "Focused on What Matters," dedicated to meeting customer needs while advancing socially responsible practices. This commitment is evident in several key areas:
Protecting Natural Resources
MGM Resorts is home to industry-leading recycling, renewable electricity and water conservation programs. Some highlights include a cogeneration power plant at ARIA, producing ultra-efficient electricity; one of America’s largest contiguous rooftop solar arrays atop the convention center at Mandalay Bay; and onsite wells that provide water for the celebrated Fountains of Bellagio, avoiding reliance on precious Colorado River water. These efforts and many more save on natural resources while boosting attendee satisfaction.
Committed to Community
Always striving to be good neighbors, MGM Resorts works to avoid food waste and combat food insecurity with the Feeding Forward program. In partnership with local food banks, they safely divert unserved food to food insecure members of the community. Since 2016, over 5 million meals have been provided, highlighting MGM Resorts' commitment to minimizing food waste and addressing community needs.
MGM Resorts supports clients in their responsible-meetings efforts, not only with efficient venues but also waste-reducing décor and signage; sustainable food and beverage options; and outreach to help planners communicate sustainability efforts to attendees. What’s more, they offer a Mindful Meetings series that puts attendee wellness first—through fitness and mindfulness activities, and in give-back events with local charity organizations.
Fostering Diversity & Inclusion
To MGM Resorts, a diverse and talented workforce is essential to success. By cultivating innovative strategies that consider multiple perspectives and viewpoints, the company creates an inclusive workplace culture that benefits its employees and community. MGM Resorts takes pride in being a welcoming home for veterans, individuals with disabilities, people from diverse backgrounds, LGBTQ+ community members, and more. This commitment to inclusion is reflected in the company's recruitment and hiring practices and its social responsibility initiatives. From the workplace to the community, MGM Resorts' commitment to diversity, equity and inclusion remains unwavering, and its efforts continue to create a more equitable and sustainable world for all.
MGM Resorts offers unparalleled service and venue options while standing out for its proactive approach to sustainability and community engagement. Choosing MGM Resorts for your next meeting means aligning with a company that values social responsibility, efficiency, and attendee satisfaction, ensuring a meaningful and impactful event experience.
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