Media Conglomerate Bonnier Buys The Promotion Company – Family Events

October 20, 2014

The publisher of Popular Science, Outdoor Life, Field Stream and Cycle World magazine titles recently acquired The Promotion Company – Family Events that produces shows such as the Hot Bike Tour, Off-Road Expo, Monster Truck Nationals and 4-Wheel Jamboree Nationals, many of which have exhibit floors.

“This strategic acquisition will allow Bonnier to extend its high-value enthusiast audience by leveraging robust event opportunities,” said Matt Hickman, vice president of brand strategies, Bonnier Corp. 

He added, “We view event audiences, both spectators and participants, as truly passionate. That passion drives consumer demand, deep engagement and unlimited activation potential.”

Bonnier acquired The Promotion Company, Inc. intact in a stock purchase transaction, the terms of which were not disclosed. Sponsors, exhibitors, participants and key stakeholders will remain with the same teams managing the upcoming 2015 event series. 

“It’s been a great ride these past 38 years ― producing top-notch events with a team of professionals, partnering with industry leaders to achieve our joint marketing objectives and having fun doing what I love,” said Bruce Hubley, founder of The Promotion Co. & Family Events.

He added, “I’m honored that a family-owned company with an outstanding international reputation has acquired Family Events. With Bonnier’s acquisition, I see tremendous growth potential and incredible opportunity for our marketing partners and stakeholders.”

Hubley will continue working with Bonnier’s events division and assist in expanding the events platform.

The Promotion Company serves more than 50 markets nationally, with 30 to 40 scheduled events per year.

Some of the events owned and/or produced by Family Events include the 4-Wheel Jamboree Nationals Series, Monster Truck Nationals Series, Off-Road Expo, Street Machine and Muscle Car Nationals, Street Machine Nationals Series, Hot Bike Tour, Indy Mile AMA Pro Flat Track Grand National, AutoFest, The International Mother Road Route 66 Festival and Car Show and the RCX Expo. 

Bonnier Corp. is owned by Swedish-based Bonnier AB, a multichannel media conglomerate operating in 15 countries.

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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. 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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. 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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.