Orange County Convention Center Hosts Robust and Growing ASI Show and Surf Expo

February 13, 2023

The Orange County Convention Center (OCCC) in Orlando, Fla., recently kicked off 2023 with two simultaneous, industry-leading trade shows held Jan. 4-6 that boasted sizable upticks in attendance and strong buying activity.

ASI Show Orlando 

As the first promotional products industry show of the year, ASI Show Orlando attracted 4,500 supplier and distributor professionals to a lively show floor packed with more than 700 booths showcasing the leading in-stock products of 2023. Of the nearly 400 exhibiting companies, 65 were new to Orlando this year. 

The show also attracted 351 woman-owned and 132 minority-owned supplier and distributor companies.

Strategically scheduled in early January to help kick off a strong sales year, the show boasted a 50% increase in distributor attendance compared to ASI’s 2022 Orlando show, according to show officials. 

“We charged into a brand new year by delivering a fantastic show for suppliers and distributors eager to jump into action,” said Timothy M. Andrews, president and CEO of the Advertising Specialty Institute (ASI), which produces the show and is the largest membership organization and technology provider in the $23.2 billion promotional products industry.  

He continued, “After witnessing everyone coming together, networking, cutting deals and having fun along the way, I’ve never been more excited about the future of the promo products industry.” 

Out on the show floor, both suppliers and distributors expressed enthusiasm about the energy and productivity of ASI Orlando. 

“This is one of the best trade show experiences I’ve ever had,” said Distributor Mark Rosen, of Royal Stitch and Print. “From the education sessions, the keynotes and the amazing suppliers on the show floor, I’ve learned so much about how to do business more effectively and efficiently.” 

He added, “I’m leaving with some new and amazing industry relationships, which I’m sure will have a positive impact on my business.”   

ASI Show Orlando

The show also posted strong numbers for all of its events, special perks and networking opportunities, with 862 distributors taking part in sales and marketing classes on ASI’s Education Day; more than 750 attending ASI’s Promo Party at Universal CityWalk; and hundreds lining up for free professional headshots on the show floor. 

Additionally, sales expert Shawn Rhodes energized a packed house, while MLB champion-turned business mogul and keynote speaker Alex “A-Rod” Rodriguez inspired 400 entrepreneurs and small-business owners during a nearly hour-long onstage Q&A with Andrews. 

ASI also chose its biggest show of the year to officially launch ESP+, an intuitive, integrated and innovative platform designed to enable promotional products professionals to find and sell products faster as well as run their businesses smarter and more efficiently. 

ASI Orlando is one of three shows in ASI’s flagship series of large-scale, in-person trade shows held annually in Orlando, Fort Worth and Chicago. The ASI Show Family of Events also includes fASIlitate and ConneX, hosted buyer events designed to foster business-building relationships among ASI distributor and supplier members. 

Surf Expo 

As the world’s largest and longest-running watersports, beach and resort lifestyle trade show, the biannual Surf Expo heralded a sizable uptick in attendance, boasting a 21% year-over-year gain, with more than 8,500 industry professionals converging for a robust buying and selling show floor experience.

“The surf, coastal and resort markets are thriving and vibrant,” said Roy Turner, senior vice president and show director of Surf Expo, which is produced by Emerald. “We were thrilled to see that qualified buyer attendance was up [more than] 20% at this show over the previous year, with more than 4,100 qualified buyers attending. These retailers from the U.S. and more than 60 different countries got to check out more than 750 brands.” 

According to show officials, the show’s surf section was larger than at the September 2022 edition, with 27 new exhibitors and many brands attending for the first time. 

Surf Expo 2023

Many buyers said they were looking for fresh brands and ideas to keep their retail floors updated with the latest trends, while other retailers valued the opportunity for face-to-face meetings with brand executives.  

“We had a really great experience at this year’s show,” said Luke Mesanko of Wanderlust & Sea in New Jersey. “A lot of the next-gen brands got our attention, and we had time to build up those relationships. We had some really great dinners and lunches with business executives and their teams. All around, it was super productive, and the vibes were high.”

On the flipside, exhibitors said they were thrilled with the buyer turnout and interest, with some enjoying fast and furious business.   

“As a new brand into our third year, this was our busiest show we have had since we launched,” said Don Dyer, vice president of sales for I-SEA. “Tons of retailers showed up to write business. We saw over 130 retailers in two and a half days. This was the best Expo I have seen in the last eight years.” 

In addition to the busy sales floor, Surf Expo hosted free professional learning labs and multiple fashion shows, as well as an annual surfboard shaping contest and exhibition that promotes the craft of hand-shaping surfboards.   

Surf Expo will return to the OCCC Sept. 7-9.

 

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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.