Trade shows catering to specific industries are a regular occurrence in the tourism sector. Whether you run a solo fly-fishing outfit or operate a large-scale adventure park, there are trade shows tailored to your needs and your business.
In the past, trade shows were primarily used as a platform for operators to meet with their retail representatives; to place orders for the upcoming season. However, with longer lead times for retail orders and the impact of COVID, the landscape is changing.
As a result, trade show planners and their associations have had to adapt and provide new value through these events. To gain insights into the importance of attending trade shows, we spoke with operators and organizers who prioritize these events and discovered what they find valuable about the experience.
Table of Contents1. Trade Show Benefits
We connected with a few individuals from across the outdoor recreation and tourism industry to learn why they attend trade shows and the benefits they gain.
From Mapsy Powers at Applied Adventures:
"My favorite thing about trade shows is the ideas and energy my team leaves with"
Trade show events provide a valuable opportunity for operators like Mapsy to prioritize team building within their organization. While attending these events does require an investment in terms of registration fees, hotel accommodations, meals, and travel expenses, the return on investment (ROI) can be evident in the enhanced team cohesion that arises from bringing multiple team members to a show.
Mapsy goes deeper to explain that attending the different educational and discussion sessions, opens up a different creative and collaborative space for the team. One that is hard to initiate in their day-to-day environment.
Aplied Adventures is a consulting organization and works with multiple zipline and adventure park operators. They are a Flybook customer and multi-trade show attendee.
The sessions Mapsy is referring to are a widely accepted benefit for attendees. Although not all trade shows are exactly the same many have adopted similar offerings based on what operators have requested or enjoyed. These sessions can range from marketing-focused how-tos to industry-impacting legislation updates.
For example, below are a few session titles from the 2022 America Outdoors Association Trade Show:
- Get a Grip on Your Business - 6 Keys to Getting What You Want From Your Company
- Introduction to Google Analytics 4
- Legislative Issues Update CDLs, Passenger Vans, Independent Contractors, and Minimum Wage
When deciding whether to attend a trade show, it's crucial to consider your specific goals for learning and the relationships you want to establish. Trade shows often span multiple days, and it's understandable that attending numerous sessions can be overwhelming. However, by reviewing the session list beforehand and approaching the event with clear learning objectives, you can maximize your experience and alleviate the fear of missing out on valuable information. By the end of the show, you'll have a list of practical actions to implement in your business.
.png "Are you attending a show? Zipline participant walking on a suspension bridge. Link to Connect by sending an email")
We sat down with Austin Albers from Buffalo Outdoor Center in Northwest Arkansas to understand what value he gets from attending industry-specific trade shows.
Trade shows are no longer retail focused. The vendors are still there so the value is that you get to be face-to-face with them and build a relationship. The same goes for other operators and owners. There is a lot of value in cultivating a connection with someone and "walking away knowing who you can call when you run into a challenge".
Austin also shared that being able to attend a show and learn the intricacies of what is happening in Washington on legislation that will impact his business and the industry as a whole is invaluable.
For operators with a wide array of activities and offerings, choosing a trade show that attracts a larger audience, such as America Outdoors or Arival, can offer valuable information on legislative updates that may have an impact on various aspects of their business.
Buffalo Outdoor Center offers a variety of offerings from lodging and float trips to bike rentals and zipline adventures. They are a Flybook customer and multi-trade show attendee.
One important lesson that emerged from these interviews is the irreplaceable value of face-to-face interactions. Despite the prevalence of video calls in our daily lives, there is still something special about physically attending trade show events and connecting with vendors and industry peers. It's a chance to experience those personal moments that can't be replicated in a virtual setting.
2. Who Attends Trade Shows
If establishing strong relationships through in-person interactions is a crucial advantage of attending trade shows, it is essential to have an understanding of the attendees already present at these events.
We connected with organizers from a few of the leading trade show events to understand who is attending these shows.
Tara Villalobos, Speaker and Sponsor Manager from Arival shared statistics of who attends their event and 71% of the attendees are operators of attractions, tours and activities. The remaining attendees make up the vendors with 14% being OTA's or Resellers, 11% Reservation Technology (Like US! - Flybook Reservation Software) and 8% in an other category.
If you've never experienced a trade show before, the thought of signing up and investing in the experience may feel overwhelming. However, the planners and organizers of these shows are working hard to overcome this hurdle. As evidenced by the Arival attendee statistics, the majority of participants are operators, just like you. They choose to attend because they see the benefits we mentioned earlier and are likely to find even more value in the trade show experience.
We also heard from Hilary Wickes, Marketing and Events Manager for America Outdoors Association (AO).
Although purchasing happens primarily outside the shows Hilary shared that "Trade shows are an opportunity to meet with your current suppliers and find new opportunities." Hilary expressed that they have a variety of suppliers who prioritize attending to keep and create relationships with the operators who attend.
Whether you are a generalist offering a variety of activities or a specialist offering only rafting or ziplines, shows like AO and Arival provide an ideal stage to be amongst peers from many industries and suppliers offering a wide range of retail and equipment options.
Specialized trade shows create a perfect environment for professionals in specific industries to connect and network. For example, the Association for Challenge Course Technology (ACCT) trade show brings together a diverse group of individuals involved in the challenge course industry, including owners, operators, facilitators, builders, and manufacturers. These niche trade shows offer an exclusive platform for industry experts to collaborate, explore the latest trends, innovations, and seize new opportunities in their respective fields.
Similarly, trade shows like the Colorado River Outfitter Association and American Fly Fishing Trade Association attract operators and vendors who specialize in those particular areas of interest. These events provide a focused space for professionals to showcase their products and services, while also connecting with like-minded individuals within their industry.
3. Trade Shows and Associations You Should Know About
Now that we've discussed the general benefits of trade shows and who typically attend them, it's time to explore the various trade shows available and what they offer. Let's take a deeper dive into these shows, their specific focuses, and the associations they are derived from.
The trade shows featured in this article are ones that Flybook attends every year. However, there is a wide range of other trade shows available for you to explore in order to find the one that best suits your business needs and preferences.
As you may have noticed from the titles of many of these shows, the majority of trade shows are organized by associations. Associations have become a prominent way for outdoor recreation and tourism operators to connect and collaborate, whether it's to build awareness or gain access to group-level benefits like insurance.
Attending a trade show does not require you to be a member of the association hosting the event. However, as a member, you are likely to receive perks and discounts for attending. Even as a non-member, attending a trade show can provide valuable insights into the benefits of joining the association and how it can add value to your business.
Trade show season is roughly September through February. Below is a list of Trade shows Flybook attends, listed by date.
- AFFTA Confluence - Salt Lake City, UT, September 26 - 28, 2023
- This is a Fly fishing-focused conference. They are looking to bring innovation into the trade show world by offering an "outdoor day with live music, food, competitions, and fun!"
- Arival - Orlando, FL, October 9-12, 2023
- This event aims to reconnect, rebuild, and prepare you for future growth. You'll network with tour operators and attractions, meet top OTAs and reseller partners, participate in small-group discussions on key topics, and more.
- CROA - Aurora, CO, November 6-9, 2023
- This trade show is specifically tailored for operators whose businesses revolve around the rivers in the state of Colorado. It provides a niche platform for these operators to showcase their offerings and connect with like-minded individuals within the industry.
- America Outdoors - Pheonix, AZ, December 5-8, 2023
- This show serves as a premier event for outfitters and outdoor recreation providers, bringing together industry professionals and their teams. Over the course of three days, the AO team curates a diverse range of content designed to empower businesses in navigating challenges related to marketing, risk management, operations, and leadership.
- ACCT - Oklahoma City, OK, February 22-25,2024
- At this show you will learn about some of the top Challenge Course, Canopy/Zip Line Tour and Aerial Adventure Course topics in the world. Attendees will gain insight and tools for enhancing their Challenge Course and Canopy/Zip Line Tour facilities
Participating in trade shows is an invaluable opportunity for outdoor recreation and tourism operators. These events serve as a hub for networking, allowing operators to establish connections with potential suppliers, partners, and industry experts. By attending trade shows, operators can stay informed about the latest industry trends, innovations, and best practices, empowering them to adapt to evolving customer demands and outperform their competitors. Moreover, these shows foster a collaborative environment where operators can exchange ideas and gain valuable insights from other professionals, leading to growth and improvement. Overall, attending trade shows not only enhances visibility but also enables operators to forge crucial connections and remain at the forefront of the highly competitive industry.
Unsure which trade show is best for you? Connect with our team for guidance on the value of attending AND for discounts to certain shows.
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