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Registration for 2010 Sports Licensing and Tailgate Show Running Far Ahead of ’09
Robust Summer Numbers Point to Strong Winter Results
September 1, 2009

Retailer registration for the Sports Licensing and Tailgate Show at Mandalay Bay Convention Center in Las Vegas (January 20–22, 2010) is running more than two times ahead of last year’s pace. The increase appears to be the result of a combination of factors. Mainstream retailers ranging from airport gift shops to liquor stores to household goods appear to be casting a wider net in their search for high-interest, high-profit merchandise.

There has been a 30 percent bump in the number of home and hearth registrants, preparing to shop the tailgating section of the show. Another trend that seems to be emerging is that many retailers have decided to do their shopping closer to home. Indeed, more than 40 percent of the buyers who have registered are from California, Hawaii, Colorado, Utah, New Mexico, Arizona and Nevada.


In addition, Buyer Relations Director, Brittany Peitsmeyer also notes that the number of retailers from Mexico, Canada and the East Coast is running ahead of previous years. The show, says Peitsmeyer, has been particularly proactive this year in its early registration efforts—utilizing a combination of telemarketing, email blasts, exhibitor leads, direct mail and advertising to attract many new buyers. Peitsmeyer reports that she has encountered a lot less resistance than anticipated, given the tight economy.

Maybe that is because we have been able to get such great hotel rates at a number of close hotels to the show, buyers are definitely committing earlier,” said Peitsmeyer.

“There is a realization in the marketplace that, in good times and bad, sports and tailgating sells,” she says. “That’s true whether we’re talking about an authentic NCAA football jersey, an NBA novelty item, or a game day tailgating set-up. People will always spend to fuel their passion.”

This year, the show is guaranteeing that the top 50 Sports Licensing/Tailgate retailers in the country, all winners of the Rising Star Award, will be on site at the show. For more details on this program, go to www.showproco.com/risingstar.


Peitsmeyer observes that buyers thus far have run the gamut, from major national retail chains to grocery and hardware stores to memorabilia dealers. She adds that the show is getting a lot of play on tailgating blogs and web sites, which may also be contributing to the surge in early tailgate retailer registration.

If the health of an industry can be measured by attendance at its trade shows, manufacturers who cater to the tailgate and sports licensing business have something to cheer about.




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