Events are all the rage these days. With the notable exception of the blockbuster failure of FyreFestival in 2017, Many new events are part of the ‘superbloom’ of successful events to consider participating in, filling in any last remnants of ‘slow season’ activity for retailers, media makers and brands in the outdoor industry. Many new events gain traction with specific, curated audiences who have common ground in lifestyle, job title, segment or sector focus or other status. I just returned from PGM One, for example, now in it’s third year and more than doubled in attendance… I’ll get into that in a different post, but suffice to say a successful niche audience was well-served over 2+ days in Philadelphia, PA this Spring. All of these events serve specific niche groups… and each group has edges that touch other groups. This is where much magic, and innovation, and insight preside. These are called ‘Business Ecotones’ and are a rich source of inspiration…
Trade shows and events, contrary to popular mythology, are maintaining growth and strength (See CEIR graph below) despite challenges to the efficiency-based model of yore. Attendance (and revenue) continues a sharp upward trajectory, even as exhibitor counts are nearly flat. Another growing category of event are the ‘b2both‘ or consumer-hybrid event. While show attendance outpaces GDP growth, we know large show managers are working hard to adapt to a fast-changing retail and consumer model of discovery, buying, technology and event utilization. They are finding creative partnerships, developing new platforms, and working to integrate consumer touches into the business format. They also have the ability to invest in technological solutions and have the benefit of critical mass.
Ecotone Explorer is a new YouTube channel focused on the connections between active Outdoor and the myriad tangential markets it touches. RV, #VanLife, Fly Fishing, Music Products, Cycling, and dozens of other topics are addressed to bring fresh inspiration and connectivity to the greater outdoor recreation ‘bizscape’. Check our first batch of insightful interviews here! Please subscribe to access more leading edge content for the outdoor industry (and help us get a custom URL! :-}
Trade shows and other b2b events are trending up, according to CEIR’s recent findings.
Some ways to envision business ecotones relevant to the Outdoor Adventure Economy- Think of that place where…
- Pet Products meet Stand Up Paddling?
- musical instruments meet camping?
- RV’s meet climbing?
- Portable Technology meets Trail Running?
- WiFi meets National Parks?
All of these communities connect in meaningful, often creative ways… Ecotone Explorer brings these innovative, creative pathways to life for better business and expanding the outdoor lifestyle. SUBSCRIBE... It’s Free!
