Agenda Trade Show Moving to Huntington Beach This July

kristina

• March 17 2009
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Agenda show director Aaron Levant with account executive Eleah Tomei at the January 2009 show.

The issue of trade show timing and relevance has been a hot topic in the industry for months now, and the Agenda show is the first to take the leap to try something new. Rather than hosting a show in September to correspond with ASR, Agenda organizers have moved the show to Huntington Beach to coincide with the U.S. Open of Surfing, nearly two months earlier.

“There are a million different reasons for the move, but the number one thing is people are looking for change right now,” says Agenda show director Aaron Levant. “We’ve been in San Diego for the past six years now, so this move is really exciting for us.”

The show will take place July 22-23 at the Hyatt Regency Hotel. Levant says the new dates and location will continue for future years indefinitely. “The dates have been off for the selling cycle, and just that alone has been a big problem for the September show.”

Agenda is partnering with IMG Sports and Entertainment, who owns and operates the U.S. Open of Surfing. The show, however, will remain closed to the public.

“The show itself will remain industry only, but it will be great to be able to step off the show floor for a minute and actually see the people who are consuming your product,” says Levant. “When you’re trapped in that business environment for days, people can forget about their consumers and what they’re actually working for.”

IMG, who produces sports and fashion events around the world, is equally excited about the partnership. “Agenda’s innovative blend of music, art, culture, and fashion truly capture the spirit of the U.S. Open of Surfing experience,” says IMG Vice President of Action Sports James Leitz. “IMG will work closely with Agenda to maximize this exciting partnership.”

Levant says the partnership came about through good old-fashioned networking. “We met IMG through mutual contacts, and we were really interested in what they were doing and they were really interested in what we were doing and thought we could add value to their event.”

As for the new venue, it doesn’t sound like Levant will be missing San Diego too much. “It [the Hyatt] is a beautiful venue. In comparison to where we were in San Diego it’s a thousand times better. It’s more modern, the food’s going to be better, there’s a business center, there’s Internet—overall it’s going to give us the aesthetic we’ve been looking for with the show.”

The new location will also allow for upgraded booth space. The previously 7.5’ by 7.5’ open booths will be replaced with 10’ by 10’ hardwall booths similar to what is found at bigger shows like Surf Expo and ASR.

“The price to exhibit will be going up a little bit,” Levant admits, “but for what we offer I still think we’re one of the lowest priced trade shows. Plus with the bigger booth size and the hardwall booth package, there’s value there.”

For more information, visit agendashow.com.