In its first major strategic move since acquiring GLM Shows last month, Emerald Expositions is collocating its Imprinted Sportswear Show (ISS) Orlando with Surf Expo, one of the shows previously in the GLM portfolio.
The semiannual Surf Expo next will take place Sept. 4-6 at the Orange County Convention Center in Orlando. That will be the first time the ISS event will take place simultaneously. Meanwhile, the previously scheduled April 3-5 ISS Orlando will move to the September dates.
“The acquisition has expanded our resources to identify and develop targeted cross-marketing initiatives that speak to specific market needs,” says Emerald Expositions CEO David Loechner in a statement. “This collocation is one such example.”
ISS focused on the decorated apparel industry, much of it sportswear, while Surf Expo is the major U.S. exhibition for surfing and beach-resort lifestyle products and services.
“There has always been a great synergy between our groups with crossover within the resort wear and gift sections of our shows,” says ISS Show Director Jeff Brown.
When the September shows take place, show badges will be honored at both shows with no additional registration fee.
The winter edition of Surf Expo took place Jan. 4-6 with a showfloor of more than 250,000 net square feet, 27,000 attendees and 2,500 exhibiting companies, according to early show reports from Surf Expo officials.
Surf Expo Show Director Roy Turner says the show had 6 percent more first-time exhibitors than a year ago.
“We’re pleased we continue to be a show known for generating business,” Turner says.
Five other annual editions of ISS—from Long Beach, Calif., to Fort Worth, Texas, and Atlantic City, N.J.—will take place as scheduled.