Have You Taken the Survey?
Phase I of Tailgating Industry Research Wrapping Up April 26, 2012
The initial phase of the Tailgating Industry Association (TIA) Research Initiative will draw to a close in a few days. Two 16-question surveys (one for manufacturers and one for retailers are aimed at establishing statistical baselines for further industry research by TIA in 2012.
According to TIA Executive Director Mark Stewart, a lack of quality research is keeping many top consumer brands, major retailers and media outlets "on the sidelines" of the Tailgating business. The numbers generated by the TIA Research Initiative will provide the comfort level these potential partners are looking for.
Pitch Tank 'Winners' Announced
Fifteen Companies to Extend their Five Minutes of Fame
The Tailgating Industry Association (TIA)has announced two groups of "winners" from the Pitch Tank event held during the 2012 Sports Licensing and Tailgate Show in Las Vegas. A panel of judges led by Kevin Harrington of TVGoods divided the products into two categories—the first group is made up of items that are in production and ready for sale; the second group includes prototypes and concept products.
According to Harrington, Group I is ready for the vetting process that typically takes place before a product can be sold by one of the home-shopping networks. Those that make it through will be invited to participate in a Home Tailgating Show exclusive to TIA members. Group II includes companies that deserve to be on the industry radar, and which Harrington predicts will be strong sellers once they hit the market. Negotiations with networks are ongoing; the Home Tailgating Show is tentatively planned to coincide with the 2012 NCAA & NFL football seasons.
Pure Genius
Point Pong Turning Heads and Making Fans
There's nothing quite as satisfying as being told you're a genius. Kevin Brown, the president of Point Pong, doesn't mean to brag, but he hears that all the time. "We've been to a lot of shows this year to increase awareness of Point Pong," he says. "People love it. It has a real wow factor."
Point Pong is a portable version of beer pong. The idea came to Brown during one spring break when his kids were home from college. He put a clever spin on it by creating a version that floats. "Point Pong can be played on land, in a pool, in a dorm room, at a backyard party, graduation party or at a tailgate," says Brown. "And it is fun for all ages. You don't have to play with beer to enjoy it."
Tailgating Research Study Holds a Mirror to the Industry
Executive Director Anticipates 'Eye-Opening' Results
During the month of April, the Tailgating Industry Association (TIA) is asking a fundamental question: How does the Tailgating industry view itself? The answer will be generated by manufacturers, retailers and others who make, sell or supply products used by Tailgating and Home Tailgating consumers—in a 16-question survey created by TIA.
This research study is the first in a series designed to get members of the Tailgating industry talking about the size, scope and potential of their business.
A Nutty Idea
Virginia Diner Eager to Expand into Licensed Sports and Tailgating
The licensed sports and tailgating categories are often about finding a way to appeal to the ultimate sports nuts. So what better way to reach out to them than with the ultimate sports nuts from Virginia Diner? "We are rightfully known as the peanut capital of the world," says Scott Stephens, Director of Sales & Marketing. "Virginia Diner nuts are a unique, low-price gift item."
And with product adorned in the colors and logos of more than 160 schools, Virginia Diner is a natural fit for retailers who deal in licensed sports and tailgating. The company offers two flavors—salted peanuts and butter toffee peanuts—in its collegiate can collection, though Stephens adds that specialty items are available for some schools. "For example," he says, "there is a chili lime flavor for Texas and a Cajun flavor for LSU."
It's About Time
Overtime Watch Making Every Minute Count
There's a new player in the licensed watch category, and the marketplace is taking notice. Overtime Watch made its industry debut at the Sports
Licensing & Tailgate Show in January. According to Stuart Kerzner, Vice President of Sales, the reception was fabulous.
"The show was terrific," he says. "We introduced ourselves to a lot of people and got great feedback."
Smooth Sale-ing
Majestic Housewares Growing Into a Licensed Wholesale Leader
Even as the economy shows signs of bouncing back, consumers and retailers alike are looking for bargains. That's certainly good news for Majestic Housewares. Between periodic closeout sales and regular low pricing, the company has an amazing amount of licensed products to offer.
"We got into the business six years ago," says president Steve Meyers. "We started in dollar goods and later moved into sports. It's a fun business to be in."
Park It Here
FannyMat Giving Consumers a Way to Avoid Junk on Their Trunk
Have you ever ruined a pair of pants with a stain from the rear bumper of your car as you rummage through the back looking for something? Tailgaters certainly know this feeling. So do golfers, soccer moms and outdoor athletes. Fortunately, Alan Gramet has a solution to the problem.
"The FannyMat is the ultimate accessory for your car," he says. "It easily installs in 90 seconds and provides a safe, clean and comfortable place to put your gear."
Passion for Fashion
Signorelli Offers Unique Spin on Licensed Casual Wear
There's no denying that the fashion-forward trend is here to stay in the licensed apparel marketplace. Anyone who walked the aisles at the Sports
Licensing & Tailgate Show in January can attest to that. One company that turned a lot of heads was Signorelli.
The brainchild of designer Meredith Garrett, Signorelli launched back in 2005 out of Los Angeles, where the company still does all its manufacturing. Garrett's original vision was a brand that pushed the fashion envelope in women's casual wear. She remains committed to that mission today.
Steady & Strong
Las Vegas Show Reflects Upswing in Economy
America's unquenchable passion for sports generates countless billions in consumer spending—year in and year out, across every conceivable demographic. This powerful force was on display once again at the 2012 Sports
Licensing & Tailgate Show in January. More than 300 manufacturers and 5,700 retail buyers attended the trade-only event, which has grown steadily since its first year in 2006. After a jump in attendance of 26% from 2010 to 2011, the challenge was to keep those numbers moving upward, while increasing the number of exhibitors offering new products. The number of buyers in attendance rose from 5,688 in 2011 to 5,748, while the number of exhibitor booths climbed more than 15% to 589.
"What the numbers tell us is that these are two healthy industries," says Marti Soroka, Director of Buyer Relations. "Also, when you look inside the numbers, what you see is the interrelationship between sports licensing and tailgating products. The end consumers for the two industries represented at this show are one in the same—or at least share the same passion for their favorite teams and sports."
At Sporty Claus, everyday is a holiday, though that doesn't mean co-owners Kenny and Nicole Neeld ever take a break. Since starting their company four years ago, the husband-wife team has discovered that their molded, airbrushed Santas are hot items year-round. "Santa makes your smile," says Nicole, "especially when he's in your team colors."
Licensing, in fact, is the next big step in the evolution of Sporty Claus. The company debuted at the Sports
Licensing & Tailgate Show in January to an overwhelming reception. The Neelds are convinced that licensed Santas—which retail anywhere from $79.99 to $99.99—will be a big hit with sports fans.
Rain King
Seven Sons Taking Industry by Storm with Licensed Rain Gear
One segment of the licensed apparel industry that you don't hear a lot about is foul weather gear. But for football fans in particular, staying warm and dry is a must because games are played rain, snow or shine. That's where Seven Sons enters the picture. The company has been making licensed rain jackets, ponchos and umbrellas for more than 20 years.
"We're licensed with all 32 NFL teams and more than 100 schools," says Michael Collins, Vice President of Sales & Marketing. "This is the backbone of our business."
A Passion for Fashion
Sportiqe Making Inroads in Licensed Apparel
Jason Franklin, the co-founder of Sportiqe, still remembers the inspiration to start his company. He and his friends loved going to sporting events, but they always walked right by the team shops because nothing caught their attention. "I saw a void in the licensed marketplace for fans concerned about fashion," says Franklin. "I decided to give them apparel they could understand."
Seven years later, Sportiqe is authoring a true David & Goliath story. Competing against the big boys in the licensed apparel industry, the company has made a powerful statement with its collection of t-shirts, v-necks, thermals, hoodies and track jackets for men and women. Sportiqe's licenses include the NBA, NCAA, USTA, World Series of Poker and ESPN.
Patch Work
EyeBlack Looking to Make a Big Push at Retail
Peter Beveridge, the CEO of EyeBlack, sheepishly calls his company "the best kept secret in sports." But the irony is that EyeBlack products are among the most visible on the field and in the marketplace. Football players at more than 100 schools nationwide wear EyeBlack patches every Saturday. So do plenty of MLB stars. The company also has individual agreements with several NFL stars, including LaMarr Woodley, Adrian Wilson and Stevie Johnson.
"Our original mission was to provide athletes with functional EyeBlack that really works," says Beveridge. Indeed, EyeBlack offers four different shapes (Warrior, Smear, Original and Clear) in licensed and unlicensed styles. The company also does custom work designed for the team marketplace.
SoftWear
Simply Sporty Bringing Fashion-Forward Femininity to Sports Apparel
When Lusine Mkrtchyan started Simply Sporty just over a year ago, she knew exactly what she wanted to bring to the sports apparel marketplace. Tired of making due with run-of-the-mill styles, the USC graduate took a fashion-forward approach to licensed clothing. After Simply Sporty's maiden voyage to the Sports Licensing and Tailgate Show, Mkrtchyan is sure she's on the right track.
"I originally debated about exhibiting at the show because we're such a young company," she says. "It turned out to be a great decision. We got face time with a lot of key people, from retailers and buyers to different leagues and licensing experts. It's important for people to not only see our line but also feel how soft it is to the touch."
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