SISO/UFI Deeper Dive: Case Study on Surf Expo

The call to move forward with Surf Expo in Orlando in 2021 was complicated by so many conflicting factors — the pandemic, health and safety, the fact that Florida is open for business, and market needs. “The main concern has been safety,” said Roy Turner, Surf Expo Show Director. Before deciding to move forward with the in-person component at the Orange County Convention Center (OCCC), “We did research among exhibitors and attendees to determine: first, is there a market need? and second, are people willing to participate?” Turner said. “In the beginning, before we even decided to go down the safety protocol path, we wanted to know: is there still a market need?” While the overall scale was not at pre-COVID levels, based on the number of exhibitors and attendees who participated, there was very clearly a market need in this sector. On site, Surf Expo buyers and retailers who sell surfboards, wakeboards, kayaks, stand-up paddleboards and supplies for every other water sport, reported they prefer to touch and feel the product in-person and build relationships and trust with their vendors now more than ever. This sentiment amongst customers further reinforces the relevance and power of face-to-face trade events. “For some retailers, last summer was one of the best ever,” Turner said. “Once the beaches opened, everybody wanted to get out of their house. If you live near the ocean, you bought a surfboard or a boogie board. Even last summer, there was interest within our communities to participate in trade events. Retailers need product, and the supply chain shut down temporarily in China.” Even before the pandemic, brands were running into production schedule delays because of tariffs and levies, he said.